The Internet TV Burning Mode Must Be Reconsidered to Talk about the "Business" of Popular TV

In 2017, the competitive environment facing Internet TV is still severe, and differentiated competition will be an important line to break through. However, any differentiation competition must return to rationality. Crazy money-burning models will not continue. Constructing competition barriers and combating industrial chain risks will be a required course for Internet TV brands.

Popular TV CEO Zhou Kun

Low-cost burning model to reflect on

The masterpiece of Internet TV is the so-called "Internet thinking." In the traditional Internet field, there are many investors and users of the geek Huyou who are engaged in entrepreneurial ventures. While the money is being circulated to users, financing continues to grow. Today, there are not many Internet companies that can make money in China.

However, in the early days of the development of Internet TV, this money-laundering routine was moved directly. Even in 2016, Internet brands burned more than one billion yuan, but they did not achieve the desired results. So, will the money-burning model work in 2017? Do Internet TV brands self-reflect?

The Internet can gradually reduce the border costs as the number of users grows. However, hardware is not the case. The costs are substantial, and poor management will increase costs. A lot of Internet brands have gone through rounds of financing and eventually become capital machines. The object of service is no longer users, but capital. The television products born under this logic cannot be sought after by users.

Moreover, good hardware products are to make money. Like smartphones, Apple, Samsung, Huawei, OPPO, vivo, Gionee and other mainstream mobile phone brands, hardware is making money. From this point of view, the truth that television itself does not make money does not make sense. If you have to give hardware a reason to not make money, it is that the product is not good enough, manufacturers have no emboldened.

The background is that China’s new middle class has reached 300 million, and will exceed 500 million in the future. The tide of consumer upgrading is surging, and relying on low prices cannot attract consumers and provide them with real value to survive. Therefore, companies that are serious about making products can always find opportunities to settle down.

Popular TV CEO Zhou Kun, doing television is essentially doing business, doing business is a very difficult thing, to bring benefits to partners, only we all make money, this business model was established. With "business" thinking, since Zhou Kun took office as CEO of TV in August 2016, he has made arrangements in China's third-, fourth-, and fifth-tier markets. He can even out costs each month, and even realize meagre profits, which is in the entire Internet. Television circles are rare.

It can be seen that the risk of the Internet's money-burning model is driven by dreams. Once the dream exceeds the resources it has, it can only be exhausted after exhausting all resources. Therefore, the Internet TV industry must reflect on the money-burning model: whether it is for a dream or for business.

What kind of TV is the user's most desired?

The purpose of producing products is to sell, how to capture user needs, to provide users with the TV products he wants most? The author believes that hardware, software, content, playback experience are indispensable.

First, the hardware is hard enough. Compared with smartphones and other hardware, TV is a durable product. The update time cycle is long and hardware quality is the most basic requirement. Internet TV has only been around for about 4 years since 2013, and most of them are only about 2 years old. It is difficult to quickly establish a complete process design and product iteration system, and it needs to give Internet TV brands enough time to polish.

The second is rich in content. At present, the viewers and buyers of television tend to be younger. From the content, in addition to the traditional TV programs, it also needs the latest and most complete video content, games, educational content, coverage of user groups, to meet the needs of family entertainment scenes.

Third, technology promotes strong experience. Networking is a basic requirement for smart TVs. When watching network content, it is necessary to provide users with a more enjoyable viewing experience, rather than slow loading, leaving users to lose patience for waiting. This requires the support of advanced Internet broadcast technology behind the TV, virtually becoming a threshold for many TV brands to enhance user experience.

Fourth, the overall operational services. Compared with traditional TV products that do not communicate with users for several years, Internet TV focuses on strong interactivity, which requires smart TV merchants to have the ability to respond to user needs in a timely manner. One is to help users solve problems quickly, and the other is to satisfy users' diversified services and gain value-added benefits from the platform. This tests the overall strength of the platform.

Therefore, televisions that integrate these elements can satisfy consumers, form word-of-mouth marketing, and gradually form brand influence.

In 2017, what is the strongest return of television?

In 2016, compared with other Internet TVs, the Internet exposure of the popular television has been relatively low, and it has also made the outside world less aware of popular television and even misunderstood in terms of cognition. Popular TV experienced a strategic adjustment in 2016, changes in management, re-established direction, practice internal strength, waiting for the outbreak in 2017. In 2017, Fengxing TV set the goal of activating its own brand and OEM brand users to reach 5 million. How to achieve?

First, hardware manufacturing capabilities. Popular TV is the only brand in China that owns its own factory. It produces 50 million smart TVs and OTT smart boxes every year. The market share of its major shareholder, Siu Chi shares, has approached 20 billion, becoming a popular basic resource capability.

And in terms of hardware, quantum dot technology will become the standard for popular Internet TV and improve the picture quality. In addition, the brightness increased to 400 lumens, higher than their peers. Again, adding JBL audio increases the audio experience, leading the hardware configuration.

Second, rich content. Popular with the super sports IP copyright of the NBA. In the popular TV, you can watch 1200 NBA games live, which is more than 10 times of CCTV5, and become a new channel for 32 million NBA fans in China. In addition, there are 98% of China's movie theaters. Buying popular VIP members allows you to watch movies at home. Furthermore, Popularity is the only Internet TV that covers Asian children's programs, and it has strengthened breakthroughs in the field of education.

Again, the integration of broadcast control experience and Internet technology. The core selling point of popular TV is fast. When users watch any video, the user will see 1080P even at a speed of 500K. If the bandwidth of the 4K content is 1.2 to 1.5G, drag it from 0 to 100 minutes. Caton will appear. The reason lies in the fact that two core technologies have accumulated in popularity: First, 880 CDNs have been distributed throughout China. Second, the unique P2P technology is popular, and the more consumers see, the faster it is and increase the server's cache. Realize the experience that Internet TV should have.

Finally, on the channel, continue to deepen the line and steadily open up the line. Popularity is a cluster of OPPO and vivo modes. At present, offline has become the main position of popular television. It took only four months to develop 10,000 customers across the country and become a community of destiny through deep cooperation.

In addition, the online channel will be the channel through which popular TV will be launched this year. On January 8th, popular TV has launched a popular version of NBA membership on Tmall, and proposed a marketing strategy for NBA members to send Internet TV. Relying on educational resources, children's education will be launched in a customized version of TV products in the future to enrich the product marketing system of popular television.

In short, the vitality of Internet TV lies in creating value for users and industries, not prices. There is no business model that can continue to win on low prices. Low prices can be successful at a point in time, but they cannot be successful for a period of time or even longer. After all, the competition in the television industry is endurance running. It is impossible to get to the end by relying on capital sprints. It is very important to gain a great deal of competitiveness.

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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