In recent days, Xiaomi formally announced its alliance with PPTV. After the official launch of the sports channel cooperating with PPTV Sports at the end of last month, Xiaomi brought with him a customized version of the product, Xiaomi TV 4A PPTV Custom TV.
PPTV's IP soft gold mine, millet, Konka's appreciation
As the relatively best-selling Internet TV in the current market, the biggest technical highlight of Xiaomi TV's 4A series is its artificial intelligence voice technology. At this time, they jointly launched a customized model with PPTV, apparently with hidden mysteries.
According to data from Zhongyi Kang monitoring, in the first half of 2017, China's color TV market shipments were 22.51 million units, a year-on-year decrease of 10.8%; retail sales were 75.4 billion yuan, only a year-on-year increase of 0.8%, and the market as a whole was in an uproar . Apart from the fact that panel prices have risen sharply and TV sales have shrunk, there are also external problems. More and more young people are beginning to despise TV screens and choose mobile phone screens and flat screens. Under the situation of internal and external troubles, TV manufacturers are also bound to find new excitement and tipping points between products and users as soon as possible, incidentally boosting industry morale.
Under the winter conditions of the market, Baotuan warming will bring about a great chance of "rebirth" for major manufacturers. This is also a major premise for Xiaomi and PPTV to hold hands.
Back to the TV 4A PPTV customized TV products, this product's "finishing touch" may also be the link that led to the formation of an alliance between the two sides.
Apart from a few carvings on the hardware, the biggest difference between this customized version of the TV and the regular version is at the content level. Previously, Xiaomi and PPTV Sports only existed in the sports channel of Xiaomi TV, and this customized version of the product greatly improved the content. At the cooperation level, in addition to upgrading the sports channel, exciting content from PPTV was also directly presented in the selection.
Since its inception, Internet TV has used the banner of "content is the king" to fight against the traditional TV manufacturers. Therefore, in the Internet TV ecology, hardware is no longer the key to chase. Content is the value center of Internet TV. Of course, Xiaomi also knows this point, and its emphasis on PPTV content has also highlighted the content advantages of PPTV from the side. In particular, this year's PPTV TV concentrated on the content section, focusing on sports events. In 2017, PPTV won not only the five major leagues of “British, Italian and French Westâ€, but also the football tournaments of China Super League, AFC Champions League, UEFA Champions League and European Union. In addition, PPTV also has UFC, WWE, Snooker, etc. Copyright of popular sports content.
The 10 billion IP "soft gold mine" opened by PPTV is what partners Xiaomi, Konka, and Philips are clamoring for. Xiaomi needs PPTV's content to build up a strong content export. In turn, PPTV TV in the Great Leap Forward also urgently needs allies. In addition to Xiaomi’s brand position in the Internet family, the biggest advantage of Xiaomi’s body is that he can play well with the balance game—it can make “the best TV†and “everybodyâ€. Both of these seemingly contradictory ideas are unified. To put it plainly, Xiaomi’s way of managing content and fans is very powerful. This is what PPTV values ​​most.
To make an inappropriate comparison, the same ingredients, chefs and vendors have different tastes, and the customers are very different.
Imperceptible changes and new types of subversive
Relying on a strong card content, it clearly became the killer of Xiaomi and PPTV's second-half game. In an era of information overload and scarcity of attention, smart TVs can only ensure good users' attention by investing in excellent content. Of course, high-quality content has also been a core force driving the rapid growth of the consumer payment market. Take Netflix, a foreign video site, for example, because it has been investing in high-quality content purchases and original content creation. The number of Netflix paid subscribers has reached 94.46 million in the first quarter of 2017, and has resulted in more than several billion US dollars. Income.
However, it is undeniable that the current content membership payment mechanism on domestic smart TVs is still not mature, and the penetration rate of paying users among the overall TV users is still low, and high-quality content will play an important role in the growth of the entire membership number.
From this point of view, Xiaomi and PPTV's ability to turn rivals into friendships also heralded the reversal of the entire television industry: it is entering a period of painful nirvana, from simple grain sales to optimizing product structure. The intergenerational development path of television has already returned from this former barbaric price war to today’s commercial rationality—that is, Internet TV products whose hardware and content are fully upgraded are the industry mainstream. In particular, after hardware performance (processor capabilities) has been competed, content and services have increasingly become the new turning point for smart TV competition.
Seemingly focusing on content, it also paves the way for the smart interactive features of smart TVs. The "smart" extension of smart TVs has always relied on "content". The purpose of the so-called smart is actually to make the content find users, automatically match the user's needs, preferences, and meet the user's needs precisely, allowing users to experience smart TV intelligence. On the one hand, to achieve this goal is obviously based on massive user data. Users of Internet TVs, while watching TV, have left behind their current identity features, interest preferences and other data, as well as necessary user data such as pictures, videos, and behavioral trajectories. This kind of interconnection has brought more pictures and video data, obviously. It will give intelligence assistance to future artificial intelligence TVs. From this perspective, PPTV's billion-dollar copyright liberalization strategy also hopes to gain more user data through more partners' terminal exports, so that smart TVs will become more intelligent.
Of course, in the TV industry, the joint venture between Xiaomi and PPTV not only reflects the period from barbarism to entry into the intensive cultivation stage. What is important is setting off a new type of subversion. In the past, we wanted to see a bigger and stronger case. We have seen more of these models—an open-and-closed model of industrial chain represented by music, intended to open up the closed loop of content, operations, and upstream and downstream hardware; hardware companies and Internet companies. Complementary cooperation, such as Skyworth and Ali's cool open. The cooperation between PPTV and Xiaomi has also led to the cooperation of Internet companies and Internet companies.
In the second half of the game, why did PPTV represent smart play?
Looking at the entire television scene, several brands are now happy and worried.
The exit of Jia Yueting and the collapse of LeTV are embarrassing. After the end of the eco-retrospective drama, most manufacturers chose single-point breakthroughs. For example, deep application of artificial intelligence technology such as speech semantic analysis, machine vision, deep learning, etc., has become a selling point for various manufacturers this year. Like storms, micro-whales, and Changhong, they all neatly entered the AI ​​and set off homogenization in the short term. The artificial intelligence TV after three steps of “cognition-judgment-decision†is injected into the machine to fully utilize the advantages of human-computer interaction and personalized recommendation of artificial intelligence. Obviously it is full of magic for many people, but eventually AI technology needs to mature. A long period of time.
Compared with PPTV's open play model, the above-mentioned friends are more like the practice of partial students. PPTV chose to cooperate with multiple TV counterparts to balance its own ecology, which is obviously a faster method in the progress of Internet TV manufacturers. For example, millet supply chain, online sales channels, and operations and marketing capabilities, together with PPTV's differentiated content, are not only ways to supplement the short board to enhance their “wood barrel effect†but also importantly, from the upstream supply chain and hardware manufacturing. As well as the ability to integrate user services and content resources, as well as online and offline marketing and promotion capabilities, PPTV and Xiaomi’s mutual leveraging forces will form a complete lineup and structural design, relying on access to Internet TV, which is expected to dominate. The commanding heights of Internet TV.
Apart from the appeal of the content, it has to be said that the Suning behind PPTV is also very powerful. The data shows that the annual sales volume of online sales of PPTV TV in 2016 increased by 238.1% year-on-year, which is higher than the industry average of 38.4%. Behind this brilliance report card, a large part is also attributed to Suning.
More importantly, with the support of this channel giant, in the future, the new business model may be nurtured in the ecological war of PPTV. For PPTV, the online and offline application system is a pioneering innovation in smart TV ecology. . In 2013, Tmall Box used to open three ends of mobile phones, TVs, and PCs to form a relatively perfect TV shopping loop, and so on. Then, with the Internet giant and hardware manufacturers joining the ecology of PPTV smart TV, how It is undoubtedly more worth looking forward to gather the directors of various companies to improve the closed-loop consumption of smart TV ecosystems and provide more profit for partners and developers.In the final analysis, the value PPTV and its hardware products bring to collaborators is not limited to the content itself, but more to new value-added services that are based on future family scenarios, e-commercial application scenarios, and more interactions. , Seize the entrance to the home Internet.
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