The television industry has entered the global competition
Looking at the TV market, TV brands and models are very complex, and consumers' choices have become more. However, for TV brands, it is not easy for consumers to select their own products among a large number of brands. The main competition in the television industry was quality and brand size. After the introduction of Internet TV, the competition in the television industry once competed in the low-price direction. Today, the TV industry seems to have stepped into a new stage of competition.
According to data from the 2017 China TV Market Semi-annual Summary Report, the volume of domestic color TV retail sales was 21.81 million units in the first half of this year, a year-on-year decrease of 7.3%, and retail sales amounted to RMB74.0 billion, a year-on-year increase of 4.3%. On the whole, regardless of online or offline, the overall sales of China's color TV industry fell into a slump.
The reason is mainly due to the low price of Internet TV in the past few years to grab the market, overdraft user demand in advance, plus color TV industry raw materials, panel prices and other external environment, 2017 TV market will decline in an all-round way. Then, in the second half of 2017, how will TV companies compete in a new development environment?
For this, Fu Zhiqiang, the president of Global Zhida, believes that in the next stage, neither the competition between Internet TV companies and traditional TV companies, nor the competition between Internet TV companies, will be confined to the TV products themselves. The importance of quality, content, services, etc. will also increase.
This means that the television industry has already begun to enter the global competition. The era of single-level competition between brands has passed. Comprehensive and overall TV service content competition has been quietly initiated, and it has taken the lead in getting rid of product constraints and moving from simple materialization to abstract services. TV companies in the layout will undoubtedly seize the commanding heights of counter-attacks.
See still full matrix stepping competition rhythm
The Internet TV brands that have been in the market for more than two years will have a congenital advantage, the CIBN licensee’s resources, since the advent of the Internet TV brand. As we all know, TV brands have the right to broadcast control only if they have a license before they can qualify for the launch of independent content distribution services for Internet TV and Internet STB. This means that to do Internet TV, you must have license resources.
More importantly, with the help of the resource integration advantages of the licensees, it is still the first time in the industry to put forward the layout of the full-matrix industrial chain, becoming the Internet TV industry chain license, hardware, operating system, content, software, applications, services, channels 8 The only link in the key link is that there is no missing link, and there is a brand with depth and extensibility. The strength of the full matrix layout is evident. It is precisely because of the pattern of the entire matrix industrial chain layout that the industry is still seizing the lifeblood of the industry's overall competition, and competing with other brands from all angles and in all aspects, and the strength is nothing to lose.
In May of this year, in the celebration of the second anniversary of this year, the company also launched a number of new products such as TV series, smart projection and smart remote control. At the same time, it also released a new version of the CAN UI 2.0 smart TV operating system that integrates top AI technology. TV is smarter, and Fuqiang once again emphasized the promise of completing 10 million end users in three years.
Looking at the layout of the matrix industrial chain, it not only precisely controls the rhythm of the industry competition in the new stage, but also ensures the strength of its own brand in the process of deepening the industry, and further develops the value of the platform by reaching ten million users. Make space for higher efficiency growth possible.
Content is a full matrix value
It is undeniable that relying on the layout of the full-matrix industrial chain, it still has certain advantages in the next overall competition. Nowadays, it is still looking at the deep integration of open-level service capabilities so that the entire industry chain can move from the inside out. From software to hardware, from content to service, from sales to experience to achieve full access, and to achieve the full matrix of various dimensions as soon as possible to achieve landing, accelerate the value of the full matrix industry chain, and maximize the benefits of the model.
The content is first, and the content matrix is ​​taken as an example to see the natural advantage of relying on CIBN's largest net content group in China. Together with Youku Tudou, Sohu Video, and PPTV, they jointly create PB-level video content. 50000+ movies, 8500+ TV dramas, 12000+ variety shows, 15000+ animations for children and 9700+ single-cast education are updated 24 hours a day, creating a unique content experience for users.
At the same time, it is still up to the upstream of the industrial chain to try to do content IP cooperation to create a content source system. Up to now, we still have 15W+ hour headpieces, and we have achieved 95% coverage for the TV broadcasts of the month's TV series, new media, and monthly TV dramas. The content broadcast control platform, to see still integrate the advantages of resources continue to present a tyrant.
In addition, it is still considered to be based on traditional film and television programs only in content construction, and it does not really play the value of Internet TV big screen entertainment. In order to further deepen the value of TV content matrix, we still rely on the advantages of CIBN licenses and platforms. We have a strong presence in the industry's leading film and television resources, and we have worked hard in education, e-sports, shopping and other emerging entertainment areas to build a complete content matrix. Rapidly expand to more application scenarios.
Taking educational content as an example, we still see education as one of the key construction content sections outside of film and television. At present, we still have a complete K12 teaching system through cooperation with CIBN education, Yifang education, Zhike education, SuoLu education and other well-known educational content providers in the industry, covering preschool, adult, professional courses, vocational courses, and many more. The user group course meets the needs of different family members for learning.
Through the deep integration of mass content resources, we see a strong integration of platform content and applications, and combine education, video, shopping, gaming, smart home, etc. as a whole to effectively combine users, deepen the value connotation of content matrix, and provide users with Excellent audiovisual entertainment closed-loop quality of life.
The television industry has entered the stage of global competition. Next, TV companies cannot exclusively concentrate on TV products, hardware technology, or TV content, but must do hardware and software, content services, sales experience, etc. The all-round field is decisive, and whoever has a strong overall layout and who has a broader user base will undoubtedly occupy a higher position in the future. It can be foreseen that we still take advantage of the full matrix layout to take the lead in picking up the banner and take the content matrix as the vanguard, leading the new competition in the industry.
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