Net red, live broadcast, diapers, the cool development cloth invitations exposed two days ago attracted many people's attention with their creative ideas. What's even more noticeable behind the invitation is that in the case of eco-shows that have been reinterpreted by Internet companies, the cool opening of Internet TV brands has been dominated by “non-ecologicalâ€.
Since the start of LeTV, there have been more than 20 players in the domestic Internet TV ecosystem, including video websites that have been on the decline, as well as broadband operators that have been in the television industry for the first time. In addition to the main eco-cards, the color TV market that has already smashed into the Red Sea has become a sea of ​​blood. Cool open in this context and go against it, but also what kind of trouble?
Behind the Ecological Besieged City: Capital's Happy Valley
LeTV can be said to be the initiator of Internet TV ecology. From TV to mobile phone to sports, finance, automobile, O2O, film, e-sports... In just a few years, the eco-layout of LeTV has been Increasingly, it reaches almost every corner of the Internet.
With the eco-system, the business model of “platform + content + terminal + application†has become the “cash cow†in the eyes of investors. Judging from the announced financing data, LeTV Supercar recently completed its first round of financing with a financing amount exceeding RMB 5 billion. At the same time, LeTV Sports also completed a Series B round of financing worth 8 billion yuan last month. Even in the domestic mobile phone market, which has already become a sea of ​​blood, LeTV’s first round of financing has reached 530 million U.S. dollars. It is true that after the eco-siege, more capital is being circled, which is probably why investors and entrepreneurs are eager to embrace the concept of ecology.
From a commercial point of view, it is understandable to pursue and even promote ecological concepts. After all, ecological diversity has more profitable points and looks stronger hematopoietic capabilities. However, according to LeTV’s 2015 financial report, LeTV’s net profit was 573 million, of which advertising revenue was 2.643 billion and advertising expenditure was 490 million. In other words, LeTV’s profit comes mainly from advertising and membership services. From the user's point of view, most of the ecological layout is still the hardware terminal, mobile phones, televisions, cars, smart hardware and so on. According to this logic, while users enjoy content, they become buyers of profit models such as advertising and membership, and the increasing number of terminal systems even has the suspicion of kidnapping users.
Although capital and manufacturers favor TV ecology, the overwhelming situation of overcapacity, saturation of consumption, and vicious price wars faced by the color TV market has not yet been solved. In essence, what really attracts users is the content and the hardware itself, and the ecology may have already changed its taste under the pressure of its capital.
Can "non-ecological" restore the most basic user value?
Judging from the information revealed in the cool opening invitations, the basic tune-up is set to “non-ecological content,†and the eco-models dominated by Internet TV, such as LeTV and Xiaomi, can appeal to users. Is it possible to focus on content to restore user value by throwing away the ecological concept?
Whether it is Cool Open or LeTV, one of the problems that Internet TV manufacturers must deal with is how to solve the paradox between commercial interests and user experience on the basis of content. The content ecology of LeTV has already been described in the front, and the background of cool giants is also moving frequently in terms of content. Looking at the contents of Coocaa's content, we have already covered all aspects of the user's family life, including films, education, shopping malls, games, music, application circles, travel, and brands. In addition, by recording user habits and preferences, accurately pushing the content the user needs is also the key to the value of the content. From the perspective of market reflection, the concept of consumption of Internet TV users is gradually changing, that is, more and more attention is paid to content, and it can even be said that content determines the competitiveness of Internet TV brands. It can be understood that the publicity of Kukai’s "non-ecological content" is intended to show his attitude towards content.
It is not difficult to find that the outside world's focus on eco-models such as LeTV focuses more on commercial value than on the content itself and the value of users. The reason is that eco-manufacturers will inevitably rely on the input of content and the membership system established by them to enter more fields under the driving of capital. The proportion of investment in terminals and platforms will increase, and the investment in content will begin to decline. . In contrast, the "non-ecological" thinking can focus more of its funds and energy on content mining and hardware building, thereby accumulating more users, and sticking to the most basic user value while enhancing the ability to realize commercial liquidity. .
According to the data released by the Ovid Cloud Network, the market share of Internet TV brands in the first quarter of 2016 reached 10.3%, which surpassed foreign brands to become the second largest camp in color TV market. Cool open, etc. to play the "non-ecological" banner, driven at least in the trillions of living room economy, let the Internet TV has a new idea, and even become the most direct competitors in the ecological round.
Fine farming PK savage expansion: Are ecological parties panicking?
As an Internet brand emerging from traditional manufacturers, the emergence of brands like Coolo can be seen as a powerful counterattack against emerging brands by the traditional giants, just as Huawei launched the millet to honor the menacing brand. Nowadays, what is the choice of intensive farming content in order to effectively block the barbarous production of ecological manufacturers?
As many people have said, the advantages of traditional vendors are: First, mature hardware research and development capabilities. This includes not only the maturation of hardware production, but also the ability to control the supply chain. For example, curved display screens became a product of traditional TV manufacturers a few years ago, and Internet brands launched similar ones this year. product. Second, a sound sales service system. Many Internet brands still face shortcomings in logistics and warehousing, especially in terms of after-sales service. Of course, the content has become a problem that such manufacturers have to solve.
From the perspective of cool-opening movements, intensive cultivation of content is an inevitable choice. On the one hand, with the traditional home appliance genes, COOLEX has 16 million end users, which has led to aggregating more content partners, thus further expanding the capital of the refined content platform; on the other hand, through the open form to complete the content short board. This is a general trend. Cool had previously reached a cooperation with CINTV on the content of the film and television. It was rumored that this press conference will reach in-depth cooperation with Iqiyi and Tencent video. In contrast, LeTV derived content-based eco-chains of “giant†style, enough to arouse the curiosity of capital. But for users, the most important thing is whether the content is rich or not. It is not known whether the ecological parties of the Internet's television can re-understand the value of content.
It is undeniable that Cool Open is not unrelated to the status quo of "non-ecological content" as a counterattack and Internet TV being squeezed by the ecological model. However, TV manufacturers and content parties adopt the "hardware + content" approach to intensive cultivation, that is, they can make up for the short content, and they can increase the length of the hardware. The business model itself is diversified. Regardless of whether it is ecological or large content, the rationality of its existence will face the choice of users.
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