The Pconline culture believes that everyone understands the ban on radio and television and takes it for granted that this policy will have a direct impact on the box manufacturers. As for whether the impact really poses a threat to the box makers and the market? In response to this problem, the author went to Tianmin, Taijie, and Mingxin's three major manufacturers last week to conduct an in-depth interview, to lighten everyone's understanding of the radio and television ban, influence, and future development trends. As to whether the ban on broadcasting and TV really caused serious problems? Follow this article to find the answer you want.
First, we first interviewed Mr. Hu Zhigang, general manager of Tianmin Technology, and Mr. Xiong Tao, marketing director. During the interview, Mr. Hu Zhigang and Mr. Xiong Tao gave wonderful explanations to our questions. Therefore, the author will directly integrate their answers.
Tianmin Technology General Manager Hu Zhigang
Tianmin Technology Marketing Director Xiong Tao
Influence of the Radio and TV Ban on Sales of Tianmin Box
Sales are really influential, mainly divided into online and first two parts. The offline sales are currently lower than before the broadcast ban, but the decline is not significant and is within controllable range. Online sales did not fall, but increased. This is due to the fact that TVB’s policy came out and Taobao caused some illegally sold products to go offline. After that, our rankings on Taobao went up, driving sales growth.
Overall, our sales continue to rise, and the growth rate is fairly stable. As far as data is concerned, there is currently no clear data indicating that the ban on radio and television has had an impact on us. So outsiders say that the box industry will fall and we think this statement is wrong.
Current box user experience evaluation
The recent users are really worse than they were some time ago, because the official time-shifting and viewing functions have already gone offline, and the downloading channels of audition software have also been closed for a while, and some video resources like LeTV are also offline. , resulting in uneven resources, the amount is not enough before the rich. However, this effect is temporary, and it is good for the future. Licensees and resource providers will surely cooperate in the future. Then the hot resources will be changed.
Although live and back-view resources can be obtained through the installation of APPs, these two types of resources will be affected in the near future. Regardless of whether they are regular high-definition resources or personal resources, there will be instability and slow maintenance.
Future development of video aggregation software
The video aggregation software can play a complementary role for the user's lost live streaming and viewing functions. At present, radio and television only require that we not pre-install such software, but it does not prohibit users from installing it themselves, nor can they prevent users from installing. After all, this is just It is also impossible for broadcasters to regulate the user’s personal behavior.
Lack of pre-installed audiovisual software impact on sales
This will not cause any impact, especially online sales. On the line, before the "Taobao rule," other rules are secondary rules. For example, most consumers search for keywords directly on Taobao. They are sorted by sales rankings and will almost certainly buy a review. It's impossible to research a hundred or more products for more than half a day. buy. Therefore, under the premise of Taobao rules, sales and praise are the key to influencing users to purchase products. Therefore, the lack of pre-installed audition software may not have a direct impact on sales.
Tianmin's future product pattern
Product structure is still the current 199 yuan / 299 yuan / 399 yuan three stalls, the future is not yet plans to build a higher price product, because more than 399 stall sales of the current feedback is not very good, the above three files Bit more attention by more users. 199 yuan will use the action of the chip, 299 yuan will use Hass chips, 399 yuan is used Ruixin micro chip, we have a sufficient confidence in a price market.
Editor's summary: The current data shows that the relevant policies of Radio, Television, and Television are positive for the sales of Tianmin, and the overall sales volume of the product has not fallen as a result. In a sense, this high-profile policy has also made a case for box manufacturers. Free advertising allows more consumers to recognize the box industry. The current user experience has declined compared to the past, but for the future still good, Timor Technology still optimistic about the industry.
Tai Jie Video is believed to be familiar to everyone. It is a video application based on smart phones, smart TVs, and internet set-top boxes. Including the TV version and the mobile version, two versions, of which Taijie Video TV can provide users with a full range of video services such as live TV, TV on demand, and custom programming. Next, we interviewed Mr. Pan Langfeng, Marketing Director of Taijie Technology.
The impact of radio and television bans on Thai sales
First of all, due to planning reasons, the Tate box is limited to each sale, and is focused on being sold at 12 noon every Tuesday and sold out every time. As for the ban on Guangdi, there is no immediate data to indicate that our sales have been affected. On the contrary, the number of people making an appointment has more than doubled, so the current so-called “impact†can be said to be positive.
Tai Jie WEBOX and APP actions after the launch of the policy
First of all, we first removed the live broadcast and the entrance to the watch of the Tate Box, and also closed the entrance of LeTV's resources. At this time, there was a small amount of user opinions on the Internet. However, there is no way for us to respond quickly to the policy of broadcasting and television.
In terms of APP, our live broadcast and review are still normal, so users can also use the APP to get the live broadcast and look back function. On the APP, we also made corresponding prompts on the startup page, indicating that the APP is only for mobile phones and Tablet, the user needs to be determined for the next step. This is a frustrating move, because mobile phones, tablets, and boxes are all equipped with Android systems. Applications are universal, and we cannot tell whether users are using a mobile phone tablet or a box. This is a user behavior. We can't stop it.
The future of the box
At present, the new game is a video game. I don't know if you know Scallion Technology. This is a relatively low-key game company. Since the ban on radio and television was announced, their CEO said that a group of people are looking for a pre-installed box game. But in our opinion, the box has not been able to play any new tricks. In terms of current innovations, it is either a video or a game. It seems to us and our partners that the user demand for the game is not high, and the game is currently being played. Can be considered a helpless move, because now the box game is really not much to play, mostly porting games (such as champions and the like) and large mobile games, masterpiece okay, others can not play, but the game The hardware requirements of the masterpiece are relatively high. The current hardware of WEBOX is not enough to run these game masterpieces smoothly. Therefore, we have not considered games for the time being.
The feeling of the box's incremental market
This is not a good feeling. In the work year, he should be a period of falling back. In October last year, he began to have a period of soaring. After a full year, it was a period of falling back. With the policy of broadcasting and television, he felt a little into the frozen period, but In the second half of this year, I don’t think it will rise, but it’s hard to say whether it will exceed the attitude of last year. However, if there is no radio and television policy, sales this year will definitely double than last year.
About WEBOX II
This is rather regrettable. If it is not Radio and Television policy, our second generation of WEBOX will be listed in the second half of this year, but the current form is not yet clear, so we currently hold this project.
Editor's summary: Compared with other manufacturers, Taijie’s approach tends to be conservative. All policies based on radio and television are first. LeTV and some other resources are all offline in accordance with Radio and Television’s policy. The first time the live broadcasting and viewing functions are cancelled. It is considered to be very correct. After all, the Taige WEBOX is still in the starting stages. Overall, the impact of broadcasting and television on Taijie is not too big. At least, the amount of reservations for boxes and the installed capacity of Tai Jie video are steadily rising.
Mingxin is not unfamiliar to everyone. It is a manufacturer that insists on producing cost-effective graphics cards. Recently, it has also joined the HD box industry and launched the first HD box, the Mingxin Q1. From the user feedback, this devaluation product user word of mouth is Not bad. This time, we are very honored to invite Mr. Li Zhiming, general manager of Mingxin, to chat about the policies of Radio and Television and the future development of the brand.
The impact of radio and television policies on sales
Recently, we have also paid more attention to the news of broadcasting and television. The main reason for this is that we must not pre-install audition software and TV live and look-back functions. Individuals are also more nervous in the beginning if it will have a direct impact on sales. After the observation of shipments for the past month, I discovered that my tension was superfluous and that there was a certain degree of growth both online and first. The current worry is whether Radio and TV will continue to introduce corresponding policies to restrict the development of the box.
The view of the box market
At present, the number of domestic TV sets is about 500 million, and the number is still rising. The market share of boxes is about 20 million units. Therefore, the development space of boxes is still very large. We are also very optimistic about this market. Do not continue to introduce some policies that restrict our development. We will continue to monitor the changes in the market and make timely adjustments accordingly. It is expected that shipments for this year will continue to increase.
The future development trend of the brand
We made some corresponding investigations and found that the cable TV and IPTV share in cities after the 3rd and 4th tiers is not high, mainly because the tariffs and the cable TV lines are not yet laid, and the scale of IPTV is not large, so in the future we may It will work in third-tier cities. In the third- and fourth-tier cities, even if the basic households in the countryside have already laid a network, as long as they purchase a box, they can watch the TV programs they want to watch, and the costs are all one-time, and the boxes will not be charged for follow-up. Our products are equipped with three-color line interface, even the old generation of television can use our products.
Change the single position of the product line
For this aspect we have already realized the seriousness of the problem. Our new generation of products are already undergoing final debugging and are expected to be listed at the end of August and early September. The first-generation products have users complaining that the product grinding tools are relatively rough. We have also reflected on this. We will adopt the all-metal body for the next generation of products. The weight and quality of the fuselage will be greatly improved, and the configuration will be improved. To quad-core processors, the interface continues the previous generation of products, and there is absolutely no problem with compatibility.
Edit Comment: Mingxin is still optimistic about the box market. As a whole, sales have not been affected, and they actively participate in the research and development of the next generation of products. During the interview, the author also noticed that Ming Xin will also make new moves in the system. However, involving commercial secrets, I had to hide this paragraph. Compared with other manufacturers, Ming-hsin's actions are more positive, and it seems that he should quickly increase his market share when other vendors hesitate.
Editor's comment
In general, the author's answer to the three vendors is quite unexpected, because I previously combined some article reviews, hot Weibo, and some third-party data analysis, that the box shipments will certainly be subject to radio and television policies. Affected, and in fact the three companies interviewed made it clear that sales have not been any impact, shipments / bookings have increased, it may be high-profile radio and television so that many users pay attention to such products as high-definition box.
There is still more room for development in the market
As mentioned above, the number of televisions held is 500 million and the number of boxes is only 20 million. This market is very large. The strong development momentum last year made Radio and TV aware of the threat of boxes to cable boxes and IPTV. At present, this industry has been developed and radio and television have been inserted to limit their development. However, in terms of current sales volume, there is still room for the survival of the box, and the market has great potential, and the cost and price also have great advantages.
Cable TV / IPTV will not cause serious impact in the short term
The policy of broadcasting and TV is further paralyzed. It will not make any fuss about the tariff at the moment. Expensive tariffs will make cable TV/IPTV only popular in first and second-tier cities. The purchasing power/view consumption of urban consumers after the third or fourth line is not yet fully mature. If you want to popularize, it will take less time to promote. The box is a one-time payment product that costs only the price of the box to be purchased, without any subsequent costs. Therefore, the box market does not need to worry too much.
This interview has benefited the writer and gained a deeper understanding of the industry. In the follow-up, the author will continue to interview other brand manufacturers and comprehensively summarize the information of all parties. Interested friends may wish to pay attention to the second quarter of the manufacturer's exclusive interview.
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