China's color TV industry has entered a new avenue and the choice of which road will determine its future: It is based on "hardness," and it must be determined by the top Korean companies that dominate the world; or "soft." Mainly, overtaking the curve, leading the development of the global color TV industry?
This multiple-choice question is deeply hidden in the internal fight of China's color TV market. Traditional companies headed by Skyworth believe that they can defeat everyone in this hard-fighting war; and Internet companies with music as their first choice choose new ones. The way to open up another battlefield.
"Hardware Free" and "Free Content" have become the most road map choice in China's color TV history.
In fact, as of now, China's color TV industry still does not have its own road map. What is a road map? A country’s industrial roadmap is an extension of the country’s collective wisdom and industrial leaders’ vision for the future development of the industry. Under the organization of the China Household Electrical Appliances Association, China's white goods, household electrical appliances, refrigerators, washing machines, air conditioners and other home appliances have their own road maps, and the color TV industry has been pending.
Why is it not just a certain technology, or some kind of display technology, that becomes the core part of the circuit diagram of color circuits, but a hard and soft battle? This is because the hard-soft disputes determine the foundation for the development of enterprises and determine whether China's color TV companies have become a foundry or a brand business. They decide whether Chinese companies want to do Foxconn or Apple, and determine the strategic layout of China's color TV industry. It even determines the attitude of the Chinese color TV brand to be the world's best.
It's hard to say which decision is right and which is wrong. But at present, it seems that LeTV's "hardware free" has more advantages, and the industry's discussion of "hardware free" is more than "free content".
Then we will first analyze the future of China's color TV industry with hardware free roadmap.
LeTV is the core representative of the hardware free mode. A few days ago, on September 19, 2016, the 919 Music E Day Music Festival saw one-day television sales reach 802,000 units, refreshing many records, even surpassing the total sales of all 11 TV brands in 2015. The free emphasis on hardware is the integration of the whole ecology, hardware negative pricing, and profitability in the form of ecology. That is, consumers buy music as members, free access to hardware, LeTV as a member of the cost, the cost of post-operating television to subsidize the loss of the hardware.
The free hardware seems to be very low, but in fact it is extremely demanding. Free hardware does not mean that companies simply pay for the cost of the market and then no matter. The company's revenue is more from user operations, and how to retain users to meet long-term in-depth operations is a very complex and sophisticated project.
First of all, the hardware should be good enough, and the performance must be turbulent in order to meet the users' needs in the next 5-7 years. Otherwise, the user will not use it, the cost of hardware loss will not be recovered, and if the performance is sufficient, even if there is a switch Advertising, also consistent with the average performance of the machine switch machine length;
Second, sales pricing should be close to cost, free, or even lower than cost, so as to promote the rapid popularization of large screens, so that the large screen ecology has enough user bases, which will facilitate Focus operation;
Third, the profit model has shifted to content and service operations, deepening the concept of Focused Operations, solving many pain points for film and television fans, music fans, game fans, and children's education users, and continuing to improve the large-screen ecosystem to gradually meet users in more segments. Demand.
Taking music as an example, if we want to go through the “hardware free†route in the color TV industry, we need to build an ecosystem through the vertical integration of the “platform + content + terminal + application†industry chain, specifically the video cloud open platform, massive TV dramas And independent copyrighted IP, TV terminals and TV applications with more than 8000+.
If the hardware-free model has become the roadmap for the future development of the color TV industry in China, then a large amount of capital will inevitably flow into the establishment of cloud platforms, the operation of independent IP, the acquisition of copyrights for film and television games, the development of large-screen applications, etc., and China’s large-screen ecology will also be welcomed. To great prosperity.
In this model, traditional enterprises either step up their soft power and fill in the shortcomings of the platform + content + applications, or continue to upgrade their hardware manufacturing capabilities, and turn to become a foundry of Internet companies - but from the current point of view, traditional It is very difficult for companies to accept the latter option. Instead, they have to cooperate with content providers to strengthen hardware attributes and give free content.
So what does the content need to do for free?
The idea of ​​free content continues the path that traditional Chinese companies have taken for decades. This path has made traditional companies more comfortable.
It is not impossible to use this as a roadmap to promote China's color TV companies to stand in the top of the world.
First of all, we must open up the entire industry chain of color TV industry. From core components such as the upstream panels and core technologies such as chips, to the entire plant, it is necessary to deepen the layout, open up the entire site, and increase the investment in scientific research, thereby breaking down international technical barriers and reducing the patent fees paid to international counterparts.
Secondly, in the layout of content areas, the company will continue to use hardware profits for content transfusions, or strategic cooperation with hardware-free content providers to complement each other.
Third, we will continue to maintain the bottom line of prices, increase the proportion of high-end products, and continue to maintain hardware profits.
Skyworth is a typical representative of the free content model. Liu Weizhi, Vice President of the Board of Directors of Skyworth Group, succinctly stated the essence of the “content free†model: professional branding (not cottage) + high-end craft (uncompromising) + stringent quality (not foundry) + strong configuration (if not) + Premium content (not hype) + after-sales service (not outsourced).
Skyworth adopts its own product + external content integration model. In cooperation with Tencent and iQIYI, consumers buy Skyworth's products. Skyworth gives free gifts for 2 years (or N years) to Tencent or iQIYI members. Pay by Skyworth.
It can be predicted that the evolution of the two modes can predict that the ultimate mode of free hardware is to satisfy all user's abnormal needs of the content; and the ultimate mode of free content is to meet the abnormal needs of all users for the hardware.
For example, in a very subdivided field, users can see everything in the field at the big screen end, and realize a close to real experience through an external device.
For example, users who display a high demand can also buy a screen that can display all the colors in the real world.
Of course, the above two points can never be completely realized, but the television industry will definitely approach the above goals indefinitely. However, as can be seen from the actual development, hardware-based content-free content-free content, the ceiling should be lower, while the soft-based, hardware-assisted hardware free model, its development space is more ambitious It is also more suitable as a planning path for the road map of China's color TV industry in the next 10 or 20 years.
Will the success of the "hardware free" model become a failure in China's manufacturing? On the contrary, behind the free hardware is the performance of China's manufacturing standards has been generally improved, hardware free means that Chinese companies have gone beyond the historical stage of relying solely on the advantages of hardware, and turn to ecological chain against the ecological chain. Because the free content means that China's color TV industry has only one card in the hands and the content belongs to other industries, the color TV industry only provides carriers and cannot determine the content; and hardware free means that China's color TV industry has become the upper reaches of many industries. Not only has the hardware, there are many ecosystems such as content, applications, and so on.
This multiple-choice question is deeply hidden in the internal fight of China's color TV market. Traditional companies headed by Skyworth believe that they can defeat everyone in this hard-fighting war; and Internet companies with music as their first choice choose new ones. The way to open up another battlefield.
"Hardware Free" and "Free Content" have become the most road map choice in China's color TV history.
In fact, as of now, China's color TV industry still does not have its own road map. What is a road map? A country’s industrial roadmap is an extension of the country’s collective wisdom and industrial leaders’ vision for the future development of the industry. Under the organization of the China Household Electrical Appliances Association, China's white goods, household electrical appliances, refrigerators, washing machines, air conditioners and other home appliances have their own road maps, and the color TV industry has been pending.
Why is it not just a certain technology, or some kind of display technology, that becomes the core part of the circuit diagram of color circuits, but a hard and soft battle? This is because the hard-soft disputes determine the foundation for the development of enterprises and determine whether China's color TV companies have become a foundry or a brand business. They decide whether Chinese companies want to do Foxconn or Apple, and determine the strategic layout of China's color TV industry. It even determines the attitude of the Chinese color TV brand to be the world's best.
It's hard to say which decision is right and which is wrong. But at present, it seems that LeTV's "hardware free" has more advantages, and the industry's discussion of "hardware free" is more than "free content".
LeTV is the core representative of the hardware free mode. A few days ago, on September 19, 2016, the 919 Music E Day Music Festival saw one-day television sales reach 802,000 units, refreshing many records, even surpassing the total sales of all 11 TV brands in 2015. The free emphasis on hardware is the integration of the whole ecology, hardware negative pricing, and profitability in the form of ecology. That is, consumers buy music as members, free access to hardware, LeTV as a member of the cost, the cost of post-operating television to subsidize the loss of the hardware.
The free hardware seems to be very low, but in fact it is extremely demanding. Free hardware does not mean that companies simply pay for the cost of the market and then no matter. The company's revenue is more from user operations, and how to retain users to meet long-term in-depth operations is a very complex and sophisticated project.
First of all, the hardware should be good enough, and the performance must be turbulent in order to meet the users' needs in the next 5-7 years. Otherwise, the user will not use it, the cost of hardware loss will not be recovered, and if the performance is sufficient, even if there is a switch Advertising, also consistent with the average performance of the machine switch machine length;
Second, sales pricing should be close to cost, free, or even lower than cost, so as to promote the rapid popularization of large screens, so that the large screen ecology has enough user bases, which will facilitate Focus operation;
Third, the profit model has shifted to content and service operations, deepening the concept of Focused Operations, solving many pain points for film and television fans, music fans, game fans, and children's education users, and continuing to improve the large-screen ecosystem to gradually meet users in more segments. Demand.
If the hardware-free model has become the roadmap for the future development of the color TV industry in China, then a large amount of capital will inevitably flow into the establishment of cloud platforms, the operation of independent IP, the acquisition of copyrights for film and television games, the development of large-screen applications, etc., and China’s large-screen ecology will also be welcomed. To great prosperity.
In this model, traditional enterprises either step up their soft power and fill in the shortcomings of the platform + content + applications, or continue to upgrade their hardware manufacturing capabilities, and turn to become a foundry of Internet companies - but from the current point of view, traditional It is very difficult for companies to accept the latter option. Instead, they have to cooperate with content providers to strengthen hardware attributes and give free content.
So what does the content need to do for free?
The idea of ​​free content continues the path that traditional Chinese companies have taken for decades. This path has made traditional companies more comfortable.
It is not impossible to use this as a roadmap to promote China's color TV companies to stand in the top of the world.
First of all, we must open up the entire industry chain of color TV industry. From core components such as the upstream panels and core technologies such as chips, to the entire plant, it is necessary to deepen the layout, open up the entire site, and increase the investment in scientific research, thereby breaking down international technical barriers and reducing the patent fees paid to international counterparts.
Secondly, in the layout of content areas, the company will continue to use hardware profits for content transfusions, or strategic cooperation with hardware-free content providers to complement each other.
Third, we will continue to maintain the bottom line of prices, increase the proportion of high-end products, and continue to maintain hardware profits.
Skyworth is a typical representative of the free content model. Liu Weizhi, Vice President of the Board of Directors of Skyworth Group, succinctly stated the essence of the “content free†model: professional branding (not cottage) + high-end craft (uncompromising) + stringent quality (not foundry) + strong configuration (if not) + Premium content (not hype) + after-sales service (not outsourced).
It can be predicted that the evolution of the two modes can predict that the ultimate mode of free hardware is to satisfy all user's abnormal needs of the content; and the ultimate mode of free content is to meet the abnormal needs of all users for the hardware.
For example, in a very subdivided field, users can see everything in the field at the big screen end, and realize a close to real experience through an external device.
For example, users who display a high demand can also buy a screen that can display all the colors in the real world.
Of course, the above two points can never be completely realized, but the television industry will definitely approach the above goals indefinitely. However, as can be seen from the actual development, hardware-based content-free content-free content, the ceiling should be lower, while the soft-based, hardware-assisted hardware free model, its development space is more ambitious It is also more suitable as a planning path for the road map of China's color TV industry in the next 10 or 20 years.
Will the success of the "hardware free" model become a failure in China's manufacturing? On the contrary, behind the free hardware is the performance of China's manufacturing standards has been generally improved, hardware free means that Chinese companies have gone beyond the historical stage of relying solely on the advantages of hardware, and turn to ecological chain against the ecological chain. Because the free content means that China's color TV industry has only one card in the hands and the content belongs to other industries, the color TV industry only provides carriers and cannot determine the content; and hardware free means that China's color TV industry has become the upper reaches of many industries. Not only has the hardware, there are many ecosystems such as content, applications, and so on.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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