A while ago PPTV (oh, no, now it's called Juli Media, but for so many years or PPTV called Shunkou) A very interesting conference was held at Shanghai Base Camp, in addition to the release of the Liverpool Football Team (this is the official partner ) and the Jiangsu Suning football team (this is the same as the Suning Group, it should be regarded as PPTV's brother company). In addition to customized smart TVs, a win-win strategy named “PP+N†has been announced, which can be seen by discerning people. In fact, the release of the two TVs is basically used to brush "feelings", and the real core content of the conference still falls on the "win-win" word.
There was a page of Slide that was impressive. It was PPTV's claim to "unify all the forces that can be united" (please step by step to appreciate). This Slogan with strong slogan of the style of our party's United Front Work Department seems to be in line with current "friends". The popular style of smashing between mouths is inconsistent. After considering that the long-standing public relations style of the Internet TV industry, “Don’t blow up and dieâ€, it is easy for us to have a reasonable question: With Suning, this pro ( How can it be so embarrassing? Shouldn't it be rushed to and LeTV tear it?
When it is necessary and necessary to open PR, it is really helpful for marketing, but please remember that the party still has the phrase “it needs to be hard to beat ironâ€. When the product is not available, the PR team will blow even if it is leather. It's also an egg (but for a big screen Internet company, this sentence is not necessarily true, right?) So we temporarily put the problem should not tear it off, let's take a look at PPTV How high the united front flag is in the end.
Explaining “PP+N†in one sentence means that PPTV should transmit the video content it owns through all channels. It is willing to spend money to do so and even contributes to Suning’s sales channel. . Of course, it is not that the PPTV suddenly got so mad that it grasped its core content and handed it over to competitors, but it represented a new direction of development in the smart TV industry's ecological construction—platformization.
Closed vs open, which is the future of smart TV ecology?
If it is before the appearance of LeTV, it seems that openness must overcome the closure is a universal answer, but after the emergence of this large-screen Internet ecological enterprise, the problem does not seem to be easy to answer: rely on the accumulation of early A large amount of genuine content, LeTV in the early development of Internet TV, both the user market and the stock market are frequent double successes, not only circle a large number of users also let their stock prices rise straight to incredible prices, and as a basis to continue to create "closed open" The ecological system continues to strengthen its own copyright library through investment, self-control, and other forms, and continues to shape its “content first†industry identity.
Of course, from the performance of the past year, LeTV can only increase the difficulty of this issue, and did not completely reverse the correct answer. After two years as the content leader, LeTV’s content advantage on the TV is gradually narrowing or even catching up. The reasons should include the following:
First, the value of the previously accumulated copyright is gradually being amortized. In terms of copyright, we must appreciate Jia Yueting's forward-thinking vision. It is already very courageous to be willing to invest funds in the procurement of copyrighted content during the era of rampant piracy, but this “bottom-hunting†opportunity will no longer appear as the market matures. Secondly, with the passage of time, the vast majority of copyrighted content has passed the golden age of user attention and its value has gradually shrunk.
Secondly, the video industry's industry structure has changed, and capital has become the core competitiveness. Currently, the top three video sites (because the order is not related to the rankings, hereby stated) is behind the iQIYI PPS, Youku Potato and Tencent video is BAT three Internet giants, which also shows that the power of capital has become a video site content system The important additions, although LeTV has accumulated a lot of capital in how A-share markets have snowballed, the overall volume still cannot compete with BAT.
Finally and most importantly, LeEco closed the ecological content organization so that LeTV could not actively obtain content support from the industry. Although "closed and open" is continually advocated, the content organization form provided by LeTV actually depends on its own video site - LeTV. It does not provide an open platform for more partners to display, and in order to strengthen its content Value, LeTV will not release its own exclusive content in exchange for the other party's content on the other TV manufacturer's platform, which led to LeTV's content limitations.
Therefore, in the subsequent content organization of LeTV, affected by the gradual devaluation of content, it is likely to gradually reduce the reliance on its own content, and gradually transform itself from content to platform, in order to continue to obtain the leading edge in content. .
From the close opening of LeTV to the united front of PPTV, how does the trend of Internet TV industry change?
The reason why PPTV's opening strategy attracts people's attention is that the Internet TV ecology in China has begun to converge with internationally common platform ideas. Content providers such as PPTV have begun to use their competitive advantages in the vertical content field. Provide a wide range of services, not just the desire to build your own private ecosystem.
First, as the first application of pure sports live content in TV applications, Ju Sports was first stripped from the PPOS system, opening up a good head for breaking the content's closedness. PPTV purchased La Liga's 5-year all-media copyright in mainland China. If it is traditionally considered as exclusive content, the vertical domain of sports content has its own particularity in the operational mode, because the target users are all users. The proportion is small but the willingness to pay is very strong, so if you only distribute on PPTV's own platform, the return on the return will be small. If you can release the content for the entire smart TV industry, it will undoubtedly help to obtain more paying users. It is also a common business model in Western Europe in Western Europe.
Second, the strategy of PPOS's external cooperation indicates that the division of labor in the entire ecological chain of the smart TV industry will be more clear. The “learning model†can be studied but not necessarily imitated. Really want to thank LeTV very seriously. If it is not the emergence of this carp company, foreign top 3 and top 5 domestic TV companies that have been working in the TV industry for many years can still lie on the original accumulation and continue to easily obtain high gross profit. Now with The impact of Internet TV brands that Le Le was considered as the first, and the listing of zero gross margins and even negative gross margins made these traditional enterprises exhausted. After earnestly analyzing the business models of the “squid†people, traditional television manufacturers have decided to conduct their own ecological operations on Internet TV content. This shows that the industry is optimistic about the follow-up business opportunities for content ecology, and also explains the hardware from another perspective. Part of the profit reduction has a great impact on manufacturing companies. The value of PPOS as a complete smart TV experience provided by PPTV is to allow companies willing to cooperate to avoid establishing the shortcomings of content ecology and software development, strengthen their advantages in the manufacturing field, and bring about the same content through subsequent sharing. Earnings, so that the upstream and downstream businesses in the industry can be more focused on their own advantages in order to avoid plunged into the vicious competition.
Third, the opening of sales channels has become a favorable resource to support the opening of content, which has also become a beneficial attempt for the opening of the entire platform. Another highlight of the PPTV conference came from the online and offline traffic of Suning and Ali Department as resources for the external cooperation of PPTV content. At the press conference, Suning undertook to underwrite PPTV's own brands and other vendors' branded smart TVs pre-installed with PPOS. This also means that PPTV not only provides partner resources and post-paid share in software development and content construction, but also ultimately In marketing support to solve the key problems in the business model, although it is suspected that Suning will have more stringent requirements on the cost and price of the underwriting brand, in any case, the new model of PPTV has come out. The first step to open the entire platform.
Written in the final words: Where will the smart TV content ecosystem go in the future?
Smart TVs did not originate in China, but they began to develop rapidly in China in 2011 due to increased competition from domestic color TV companies and emerged from a completely different path from mature markets such as Western Europe in North America. From the very beginning, they have become a single TV company selling high prices. The selling point, to be LeTV's keenly discovered business opportunities, has become an operational tool in the capital market. In the past five years, the smart TV industry in mainland China has achieved a rapid development abroad. If LeTV successfully succeeded in snatching the smoky content, it was successfully blew up. For LeTV, the content organization model (in fact, the business model) that leads in the entire content dimension, how to find and maintain or even expand this The method of content superiority has become an imperative; for other players in this industry, the LeTV model has its own particularities. At this stage, the possibility of copying and continuing to succeed is almost zero. Then, like PPTV, this is counterproductive. The only way to fully open all its own resources to the outside world and only seek to exchange users and post-paid income is to become another successful way for the smart TV industry. I am afraid that at the very beginning, an accurate conclusion cannot be obtained; but there is one thing To be sure, it is that the open ecology can introduce more partners and thus collide more with the spark of cooperation. Perhaps the smarter TV industry will be able to renew a more win-win business model, which will be born out of these collisions.
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