In 2012, Internet company LeTV entered its TV hardware industry with its unique perspective. At the same time, traditional TV companies all followed up with the launch of smart TVs, bringing the television industry to an era of intelligence. According to Ove Cloud Network data, the cumulative number of smart TVs reached 2015 was 105 million units by 2015. The activation rate reached 83% and the penetration rate was 73%.
However, with the popularization of intelligent television, intelligence is no longer the exclusive cheat for Internet TV brands. Internet companies also need to face the homogeneity that has always existed in the home appliance industry. Millet, LeTV, Little Whale, Cool Open and other Internet TV companies and traditional TV sub-brands are opening up a new battlefield.
Faced with the problem of homogenization, the solution given by Internet TV companies is to establish a unique ecosystem. Through ecological construction, a single hardware manufacturer can be transformed into an application and content producer to form a complete industrial chain.
The forerunner LeTV, through self-made dramas, attracts consumers to purchase their own smart TV products, and then relies on the additional revenue generated by content production to subsidize consumers, lower product prices, and increase product price competitiveness. At present, it seems that LeTV's novel profit model has achieved certain success. The data shows that in 2015 LeTV sold more than 3 million units of super TV.
The nature of LeTV's ecological subsidy is still a price war, relying on the benefits of content manufacturing, the future will also be the new normal of the television industry. However, it is difficult to say that LeTV will always stick to the current pricing model. With the improvement of the content manufacturing industry chain, the production of super friends and house-level super-made home-made dramas will mean LeTV and other content manufacturers will have superior pricing. Capability, whether this part of income comes from membership fees or products.
The stones of other mountains can be used to attack jade. In fact, the most perfect industry chain construction should be the game industry. Sony, Microsoft, and Nintendo, the three major game makers, are developing their own exclusive games while maintaining their own game consoles to maintain the sales of game consoles.
However, console makers are faced with such problems. The performance of the game console determines the performance and promotion of the game. The scientific and technological content of products is always the focus of consumers. Applications and content can increase the user's viscosity. Li Yu pointed out: The performance of the product determines the number of users. At the same time relying on superior intellectual property rights, game makers have ultra-high pricing capabilities.
Judging from the problems reflected in the game industry, it is not difficult to find that most of the closed-loop TV manufacturers have already been established, but the number of users is determined by the performance of the product, and the performance of the product also determines the breadth of applications and content. depth.
In addition to ecological construction, in the face of more and more fierce market competition, Internet companies are paying more and more attention to the product's own performance and configuration, aiming at attracting more consumers through innovative product structure.
Recently, Internet TV companies have launched 70-inch large-screen Internet TVs and split TVs, of which the sales market for 70-inch large-screen TVs is still in the establishment phase and has broad market prospects. Split TV represents the possibility of future television development. It is called by the industry a revolutionary breakthrough in the history of television development. It is also predicted that split TV will lead the new concept of consumer electronics.
Both of these are market segments where traditional enterprises are deeply involved, and Internet companies have attempted to overtake vehicles by further dividing the market. At the same time, Internet TV companies have also followed the trend of traditional TV marketers to launch curved, ultra-thin, 4K products.
Last year, Cool TV Chairman Wang Zhiguo predicted that there will be only five Internet TV brands in 2016. Xiaomi TV Wang Chuan also said that within two years there will be traditional manufacturers withdraw from the market. Everyone understands such a truth. Whether it is an Internet company or a traditional enterprise, only a good product will win the favor of consumers.
However, with the popularization of intelligent television, intelligence is no longer the exclusive cheat for Internet TV brands. Internet companies also need to face the homogeneity that has always existed in the home appliance industry. Millet, LeTV, Little Whale, Cool Open and other Internet TV companies and traditional TV sub-brands are opening up a new battlefield.
Faced with the problem of homogenization, the solution given by Internet TV companies is to establish a unique ecosystem. Through ecological construction, a single hardware manufacturer can be transformed into an application and content producer to form a complete industrial chain.
The forerunner LeTV, through self-made dramas, attracts consumers to purchase their own smart TV products, and then relies on the additional revenue generated by content production to subsidize consumers, lower product prices, and increase product price competitiveness. At present, it seems that LeTV's novel profit model has achieved certain success. The data shows that in 2015 LeTV sold more than 3 million units of super TV.
The nature of LeTV's ecological subsidy is still a price war, relying on the benefits of content manufacturing, the future will also be the new normal of the television industry. However, it is difficult to say that LeTV will always stick to the current pricing model. With the improvement of the content manufacturing industry chain, the production of super friends and house-level super-made home-made dramas will mean LeTV and other content manufacturers will have superior pricing. Capability, whether this part of income comes from membership fees or products.
The stones of other mountains can be used to attack jade. In fact, the most perfect industry chain construction should be the game industry. Sony, Microsoft, and Nintendo, the three major game makers, are developing their own exclusive games while maintaining their own game consoles to maintain the sales of game consoles.
However, console makers are faced with such problems. The performance of the game console determines the performance and promotion of the game. The scientific and technological content of products is always the focus of consumers. Applications and content can increase the user's viscosity. Li Yu pointed out: The performance of the product determines the number of users. At the same time relying on superior intellectual property rights, game makers have ultra-high pricing capabilities.
Judging from the problems reflected in the game industry, it is not difficult to find that most of the closed-loop TV manufacturers have already been established, but the number of users is determined by the performance of the product, and the performance of the product also determines the breadth of applications and content. depth.
In addition to ecological construction, in the face of more and more fierce market competition, Internet companies are paying more and more attention to the product's own performance and configuration, aiming at attracting more consumers through innovative product structure.
Recently, Internet TV companies have launched 70-inch large-screen Internet TVs and split TVs, of which the sales market for 70-inch large-screen TVs is still in the establishment phase and has broad market prospects. Split TV represents the possibility of future television development. It is called by the industry a revolutionary breakthrough in the history of television development. It is also predicted that split TV will lead the new concept of consumer electronics.
Both of these are market segments where traditional enterprises are deeply involved, and Internet companies have attempted to overtake vehicles by further dividing the market. At the same time, Internet TV companies have also followed the trend of traditional TV marketers to launch curved, ultra-thin, 4K products.
Last year, Cool TV Chairman Wang Zhiguo predicted that there will be only five Internet TV brands in 2016. Xiaomi TV Wang Chuan also said that within two years there will be traditional manufacturers withdraw from the market. Everyone understands such a truth. Whether it is an Internet company or a traditional enterprise, only a good product will win the favor of consumers.
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