Millet TV loading BAT: Let's reflect on the closed-loop mode
In China's smart TV market, Xiaomi and LeTV are the closest competitors because of their business model. However, with the recent launch of the Xiaomi TV 3s series, especially when the entire copyright content of Tencent video is pre-set on Xiaomi TV, it may be time for LeTV to reflect on its model.
As we all know, in China's smart TV market, Xiaomi and LeTV are the closest competitors due to the closest business model (both are mainly called the so-called smart TV ecosystem), and both sides often have a “war of wordsâ€. For both sides of the merits and demerits of the industry are also stubborn. However, with the release of the recent millet TV 3s series, especially the entire copyright content of Tencent video is preset in the millet TV, so that the millet smart TV ecosystem contains the three platforms of current Chinese video content (iqiyi, Youku, Tencent) After that, LeTV may have really come to reflect on its model. What are the reasons?
Actually, as early as LeTV put forward the so-called closed-loop ecological model, we once put forward our own questions. Specifically, in the field of smart TV, this closed-loop model is “platform+terminal+content+applicationâ€, and in actual competition, Content is the most important thing. This is why LeTV and its most up-and-coming competitor Xiaomi spared no effort to create content. Although they are making every effort to create content, LeTV and Xiaomi have taken a completely different approach. LeTV mainly adopts self-produced copyright mode, closed-loop to create music as the exclusive content of the network; millet is based on the opening of the polymerization as the core, including iQIYI, Youku, Tencent and other 100 video site alliances form the core of film and television content including films, TV dramas, variety shows, sports, animation, children, education, and documentaries. I do not know what the industry thinks of these two types of models (cores)?
There is a saying in China: a hero is hard for the enemy, and evil tigers are still afraid of herd of wolves. Although we do not deny that LeTV’s exclusive copyrighted content (IP) formed in the field of video and television has given the market and users a differentiated advantage in the television ecology, it has also brought considerable counteractions, that is, the mainstream video with China. Strong competitive relationship formed by the website. From the current perspective, behind the iQIYI, Youku, and Tencent, which occupy the mainstream of Chinese video content, BAT (all of whom are evil tigers) are the three major backers, and the exclusive IP is the need to continuously invest a lot of money, so LeTV Even if they are all iron can rivet a few nails? How long does the exclusive IP last? How much value?
According to the statistics of the total effective use time of the video APP in July of this year, iResearch showed that iQiyi topped the list with 38%; Youku ranked second with 28%; Tencent ranked third with 15.1%. In contrast, LeTV ranks only fourth with 5.8%. Not to mention that compared with the top-ranked iQIYI, compared with Tencent ranked third, it is only 1/3 of the former. It can be seen that exclusive IP fails to reflect any competitive advantage of a video website in terms of its total effective use time. Let LeTV gain any competitive advantage in the market in front of any opponent of three major video sites, not to mention that it is now facing The content of Xiaomi has been integrated into the three major video website resources. It can be said that after Millet TV installed BAT (content), LeTV's content on one of the core elements of its closed-loop ecosystem of smart TVs has been lost to Xiaomi.
It is music content in the ultimate defeat, so that the content advantage has undoubtedly become a strong force for the continued growth of millet TV, enhance the attractiveness of millet TV to users. At present, the cumulative sales volume of Xiaomi TV and Xiaomi's box has exceeded 15 million. Calculated by a family of four, Xiaomi has more than 60 million people on the television. And, millet TV's current operating rate is 68%, which is much higher than the 56% average daily operating rate of the smart TV industry. Regardless of the amount of users or activity, Xiaomi TV is already the largest Internet TV platform in China. The huge scale of rice flour and active user interaction has attracted more and more content parties to cooperate with Xiaomi TV to achieve win-win situation, to play a platform advantage, and to create content ecology.
Unfortunately, today's LeTV seems to be aware of the loss of its core competitiveness in its closed-loop model, which is very likely to lead to the risk of the entire closed-loop model failing due to the loss of this core competence, but it is unable to reverse the situation. It is said that LeTV also tried to seek content cooperation with iQIQI, Youku, and Tencent videos, but these three are invariably refused. For no reason, LeVideo, who started the video, has a naked competitive relationship with these video sites, unlike TVs with Xiaomi. It is a pure cooperation relationship. Wang Chuan, the person in charge of Xiaomi TV, has repeatedly stressed that Xiaomi TV will never be involved in content. Thus, although LeTV is still advocating its "hardware (here mainly LeTV) free + content payment" model, but as mentioned above, LeTV's content advantages have been lost, which has to make the industry repeatedly questioned, LeTV's "Hardware Free + Content Payment", whether the user is buying hardware or content. When it comes to hardware (smart TVs themselves), LeTV has no advantage over Xiaomi in the face of hands.
The industry knows that TV as a hardware product also needs excellent quality. The reality is that LeTV lacks R&D capabilities and outsources hardware to subcontractors such as TCL. It is difficult to control quality and technology. After all, LeTV contends that it does not expect TV hardware to make money itself, so it is reduced as much as possible. Cost, sacrifice quality is a matter of course.) In contrast, Xiaomi TV adheres to the principle of independence in design, research and development, and controls the details to the extreme. It also has extremely stringent product requirements for the upstream OEMs. For example, its screen metal frame comes from well-known companies such as Apple and Samsung. The Odraco factory of the border (the border is said to have a curvature of no more than three-thousandths).
It is worth mentioning that millet's latest TV 3s series are pre-loaded with Xiaomi's first artificial-smart TV system - "PatchWall puzzle wall", which can achieve accurate content recommendation, understand content and understand users, and this is also the TV of Xiaomi. For the first time, the machine learning technology of the Xiaomi Brain team, especially deep learning technology, was applied to the television system. In contrast, in addition to free voices, we rarely see LeTV’s own innovative technology being exposed and applied to our products, which also explains why millet TV hardware is profitable. LeTV itself suffers a loss (in LeTV's terms, it is free).
In summary, we believe that with the continuous innovation of millet TV in BAT and TV hardware itself, it is time for LeTV to rethink its model, either by truly opening the ecosystem and by making it bigger and stronger; either Concentrate on building hardware, at least one aspect of hard and soft should be "hard", otherwise "soft and hard lost" (compared with the millet TV ecosystem) of LeTV is likely to defeat the battle in the future smart TV ecosystem.
As we all know, in China's smart TV market, Xiaomi and LeTV are the closest competitors due to the closest business model (both are mainly called the so-called smart TV ecosystem), and both sides often have a “war of wordsâ€. For both sides of the merits and demerits of the industry are also stubborn. However, with the release of the recent millet TV 3s series, especially the entire copyright content of Tencent video is preset in the millet TV, so that the millet smart TV ecosystem contains the three platforms of current Chinese video content (iqiyi, Youku, Tencent) After that, LeTV may have really come to reflect on its model. What are the reasons?
There is a saying in China: a hero is hard for the enemy, and evil tigers are still afraid of herd of wolves. Although we do not deny that LeTV’s exclusive copyrighted content (IP) formed in the field of video and television has given the market and users a differentiated advantage in the television ecology, it has also brought considerable counteractions, that is, the mainstream video with China. Strong competitive relationship formed by the website. From the current perspective, behind the iQIYI, Youku, and Tencent, which occupy the mainstream of Chinese video content, BAT (all of whom are evil tigers) are the three major backers, and the exclusive IP is the need to continuously invest a lot of money, so LeTV Even if they are all iron can rivet a few nails? How long does the exclusive IP last? How much value?
According to the statistics of the total effective use time of the video APP in July of this year, iResearch showed that iQiyi topped the list with 38%; Youku ranked second with 28%; Tencent ranked third with 15.1%. In contrast, LeTV ranks only fourth with 5.8%. Not to mention that compared with the top-ranked iQIYI, compared with Tencent ranked third, it is only 1/3 of the former. It can be seen that exclusive IP fails to reflect any competitive advantage of a video website in terms of its total effective use time. Let LeTV gain any competitive advantage in the market in front of any opponent of three major video sites, not to mention that it is now facing The content of Xiaomi has been integrated into the three major video website resources. It can be said that after Millet TV installed BAT (content), LeTV's content on one of the core elements of its closed-loop ecosystem of smart TVs has been lost to Xiaomi.
It is music content in the ultimate defeat, so that the content advantage has undoubtedly become a strong force for the continued growth of millet TV, enhance the attractiveness of millet TV to users. At present, the cumulative sales volume of Xiaomi TV and Xiaomi's box has exceeded 15 million. Calculated by a family of four, Xiaomi has more than 60 million people on the television. And, millet TV's current operating rate is 68%, which is much higher than the 56% average daily operating rate of the smart TV industry. Regardless of the amount of users or activity, Xiaomi TV is already the largest Internet TV platform in China. The huge scale of rice flour and active user interaction has attracted more and more content parties to cooperate with Xiaomi TV to achieve win-win situation, to play a platform advantage, and to create content ecology.
Unfortunately, today's LeTV seems to be aware of the loss of its core competitiveness in its closed-loop model, which is very likely to lead to the risk of the entire closed-loop model failing due to the loss of this core competence, but it is unable to reverse the situation. It is said that LeTV also tried to seek content cooperation with iQIQI, Youku, and Tencent videos, but these three are invariably refused. For no reason, LeVideo, who started the video, has a naked competitive relationship with these video sites, unlike TVs with Xiaomi. It is a pure cooperation relationship. Wang Chuan, the person in charge of Xiaomi TV, has repeatedly stressed that Xiaomi TV will never be involved in content. Thus, although LeTV is still advocating its "hardware (here mainly LeTV) free + content payment" model, but as mentioned above, LeTV's content advantages have been lost, which has to make the industry repeatedly questioned, LeTV's "Hardware Free + Content Payment", whether the user is buying hardware or content. When it comes to hardware (smart TVs themselves), LeTV has no advantage over Xiaomi in the face of hands.
The industry knows that TV as a hardware product also needs excellent quality. The reality is that LeTV lacks R&D capabilities and outsources hardware to subcontractors such as TCL. It is difficult to control quality and technology. After all, LeTV contends that it does not expect TV hardware to make money itself, so it is reduced as much as possible. Cost, sacrifice quality is a matter of course.) In contrast, Xiaomi TV adheres to the principle of independence in design, research and development, and controls the details to the extreme. It also has extremely stringent product requirements for the upstream OEMs. For example, its screen metal frame comes from well-known companies such as Apple and Samsung. The Odraco factory of the border (the border is said to have a curvature of no more than three-thousandths).
It is worth mentioning that millet's latest TV 3s series are pre-loaded with Xiaomi's first artificial-smart TV system - "PatchWall puzzle wall", which can achieve accurate content recommendation, understand content and understand users, and this is also the TV of Xiaomi. For the first time, the machine learning technology of the Xiaomi Brain team, especially deep learning technology, was applied to the television system. In contrast, in addition to free voices, we rarely see LeTV’s own innovative technology being exposed and applied to our products, which also explains why millet TV hardware is profitable. LeTV itself suffers a loss (in LeTV's terms, it is free).
In summary, we believe that with the continuous innovation of millet TV in BAT and TV hardware itself, it is time for LeTV to rethink its model, either by truly opening the ecosystem and by making it bigger and stronger; either Concentrate on building hardware, at least one aspect of hard and soft should be "hard", otherwise "soft and hard lost" (compared with the millet TV ecosystem) of LeTV is likely to defeat the battle in the future smart TV ecosystem.
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