The monopoly of operating systems and the rise of Internet application services have caused many traditional PC manufacturers to eventually become pure hardware channels, and a similar scene may occur in the domestic TV market.
For the major traditional TV manufacturers, as the licensee controls the broadcast control platform, the interests of licensees and video websites and film and television companies are increasingly tied in, and the fate of old TV manufacturers such as Skyworth, Hisense, and TCL is facing the same PC manufacturers. The danger of wrongdoing.
In fact, in the past one or two years, all major television manufacturers have actively made attempts at Internetization, and they are not willing to be really "display manufacturers". However, these efforts have been effective under the supervision of state policies and changes in the industrial environment. micro.
Content Aggregation Policy æ¡Žæ¢ In March 2014, Hisense Electronics and Future TV, iQiyi PPS, Phoenix Video, Ku6, LeTV, LeTV, PPTV, Sohu Video, Tencent Video, Youku Tudou, You Peng and other companies signed a cooperation agreement. The ceremony, in an attempt to cooperate with the content parties, allowed Hisense to “gather together†the APP to become a video-viewing portal on the TV side.
Half a year later, this sensational event in the industry finally came to an end. Gao Zhiyong, the CEO of Haishi Cloud Technology Co., Ltd., responsible for the planning and operation of Hisense's smart TV products, was previously transferred. The rumors of the next generation of Hisense Vidaa TV's video aggregation application products with payment functions also disappeared.
A video website executive indicated to Tencent Technology that Hisense did not have sufficient risk projections, but did not achieve corresponding results when hundreds of millions of dollars were invested in the project. The reason was that the various video sites had cooperation with the surface, but they paid for the purchase except for Hisense. Very few people really want to open content. In fact, video sites are generally reluctant to sell content on TV alone.
The transition to Internet business is a choice that TV manufacturers have to make. The disruption of Xiaomi LeTV and the impact of online channels have made the profits of traditional TV sets increasingly lower. Several TV companies have suffered losses in the first three quarters of this year, but TV terminal manufacturers are faced with traps everywhere in Internet content. Video content needs a complete ecosystem and industrial chain. Must have a mature sales team and CDN support, there is enough traffic to ensure commercialization, which are all lack of traditional hardware vendors.
In other words, TV manufacturers have not established an effective model for terminal content consumption. They have full content, many users, and large amounts of traffic. Only in this way can they bring sufficient advertising revenue and payment income to subsidize up-front investment. At present, TV-side traffic and advertising conversion capabilities The user's ability to pay is still poor.
In 2012, Skyworth and Southern Media and Opus Baller jointly created the “Direct Hollywood†channel to sell content for profit, and the three companies were divided into prorate sections. For this new business, as of September 2013, Skyworth achieved sales of “through Hollywood†products that were only a quarter of the expected revenue.
Of course, after SARFT tightened its Internet TV monitoring policy, in principle, only the licensees have the platform qualification for content broadcast control and output, and all major licensees have deeply tied up with video sites on capital and other aspects. TV manufacturers The trend of marginalization has become more apparent.
In 2010, CNTV, BesTV and Huada, which were the first to obtain Internet TV licenses, had first-mover advantage, and their comprehensive strength was stronger. The second group of licensed Mango TV, Guangdong, Southern Media, and China Guangguang had been relatively weak. However, this year mango TV, Guangdong, etc. have successively increased investment and industrial chain expansion, the rapid development.
When accepting an exclusive interview with Tencent Technology, Huayi Media Chairman and President Li Yiqing said that the content is the most important part of the Internet TV industry. In the past two years, in addition to the purchase of copyright, Hua Number also tried to participate in the M&A acquires a large number of original company models, which in turn form the original alliance organization of Hua Digital Media Content.
Li Yiqing also revealed that the vertical integration model of the industry chain is not suitable for Huadian, and Huadian will adopt an open and multi-terminal cooperation posture. This also means that licensees often do not choose to engage with TV manufacturers. It is very difficult for TV manufacturers to form their own right to speak in the Internet TV industry chain.
Difficult to dominate the game application market <br> More and more traditional television industry practitioners believe that the Internet's television will lead to the return of users who are robbed by computers and mobile phones. Internet TV will become the third largest after PC and mobile phones. Traffic portals, including mainstream Internet applications such as online games, search engines, video websites, instant messaging, e-commerce, and lifestyle services, will all compete for entry on Internet TV.
However, for Internet companies and users, TV is more often regarded as a display terminal or even an accessory product than a device such as a mobile phone or tablet computer. This means that if Internet companies dominate the development of smart TV, traditional The position of the TV maker will become very dangerous.
Major TV manufacturers have started to propose their own Internet transformation plans. Li Dongsheng, chairman of TCL Group, once stated that it plans to accumulate 100 million home users and 100 million mobile users within five years, so that profits from products and services will each contribute 50 percent. From the third-party electronic payment, to the Internet finance, to O2O, e-commerce, content, etc., TCL is almost all involved in the current hot Internet concept, but the actual transformation progress is not satisfactory.
"Video and games will become the two major applications for smart TVs to generate cash flow in the future," said one Skyworth internal executive.
In terms of video content, the outlook of TV manufacturers is not optimistic. Video games have become the most likely market to break out. On the surface, the policy supervision of the game is far less strict than the strict supervision of video content, and the space for operations is even greater.
However, radio and television specialists believe that television games may not be necessarily sticky and just need. There are too many alternative products for video games. On TV screens, games are difficult to truly replace video status. He also stated that current video policies The essence is the overall supervision of home entertainment consumption through TV terminals, not just video.
Another reality that should not be overlooked is that the game is also an industry whose content is king. However, major domestic mainstream game developers have not really entered the field of video games and lack industry leaders, leading to video games "thundery and rainy." With the rapid development of mobile games, page travel, and the steady operation of end-game travel, the CP and intermodal platforms in the online game industry will not invest real strategic attention, research resources and execution capabilities in the field of video games.
The TV game industry chain includes smart TV manufacturers, box manufacturers, manufacturers of handsets/input and output devices, video game CPs, video game operation platforms, and video game payment channels. OS and hardware adaptation, payment, and game operation methods are all waiting Development and innovation.
For TV manufacturers, even if the video game market finally broke out, it is difficult to grasp the industrial chain dominance, and gain considerable profits from game manufacturers, operating platforms and even licensees.
Of course, the various services related to the family in the future may also become just needed on the TV screen. The test is the courage of the TV manufacturers in the transition, and they have the courage to face the Internet in the original business, income structure, profits and traditional channels. The huge impact on the other side.
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