How can the industry or the shuffle TV box save itself?

        Over the past two years, OTT boxes with powerful video resources and a better user experience have expanded rapidly. Music, as the box, Lynx Box millet boxes have been criticized radio and television, for a time, not just box manufacturers, and even the various video sites are on edge, Tencent video more emergency declared on August 27 shut down TV applications. And to tap the deepest level of user needs, this is what box manufacturers need to consider.

Over the past two years, OTT boxes with powerful video resources and a better user experience have expanded rapidly. Statistics show that sales of smart TVs in China were about 26 million units in 2013, and sales of Internet TV boxes were more than 10 million. However, two years ago, the number of Internet TV set-top boxes in China was only 3 million. The speed of its development is evident.

The reason is that the TV box looks small, but powerful, it is essentially equivalent to a WeChat smart terminal, has an open platform design, so that the TV box has a wider range of Internet program sources, in the richness of the content of the program It is impossible for cable digital TVs to reach. At the same time, on the basis of the basic function of "watching TV", TV boxes can also be installed with corresponding APP applications, playing games, singing, shopping, stock trading, and even office work. Because of its practicality and low price, the market demand is huge. This has led to companies like Xiaomi, Leshi, Skyworth, and even Ali to join in this industry. For a time, the box industry is bustling and has mushroomed, but it is not good. long

Changes: SARFT series series boxing, box encounters the most stringent regulation ever

Since June of this year, SARFT has launched a series of "linked boxing" to push the flourishing box industry step by step into Hutong. This is the strongest regulation ever faced by the TV box industry. OTT box users have found subtle changes in the box's operating system and even its content. The original functions such as live broadcast, playback, etc. have no trace on the interface, and video resources are quietly reduced. Even some video applications disappear in the application store.

LeTV Box, Tmall Box, and Xiaomi Box have been criticized one after another by Radio and TV. For a time, not only the box manufacturers, but also various video sites are frightened. Tencent Video announced on August 27 that TV application services will be closed on August 27.

Game: Box manufacturers respond positively, and video websites have saved themselves

After this round of rectification began, box manufacturers responded positively and further strengthened cooperation with licensees, conducted self-inspection and rectification. Within a week, they were offline live TV, look back, time shift and other services. Films, etc., although somewhat forced, but careful to make Wannian boat.

Video sites have also started to save themselves, seeking deeper cooperation with licensees on the one hand. Among them, LeTV took a stake in the Chongqing cable company on July 23 this year; Youku Tudou (19.95, -0.46, -2.25%) announced on July 30 that they had a stake in the Guangdong side of the country; and iQIYI was in the previous year. Galaxy Internet TV Co., Ltd., a joint-venture company that has established Internet TV with the subsidiaries of the Central People's Broadcasting Corporation, Yangguang New Media Corporation, and Jiangsu TV, has become the first video website to hold Internet TV licenses. On the other hand, we will strengthen the construction of content and enrich its own content through channels such as broadcasting alone and copyright procurement.

Way out: Reduced content advantage, game box is the way out?

After the supervision department cracks down on the attack, the TV box can be described as miserable. Content depends on the cooperation of the licensee's video site, it is difficult to have their own display space, even if Haimei Di this technology has always been known for the company, can only make a fuss in the software features, use experience, but talk about experience, It is only after the user has to use the right to speak. For a short time, users can not be word of mouth propaganda, software functions no matter how good, where the consumers have become self-proclaimed Wangpo selling melons. So, where is the box manufacturer's outlet?

After struggling and pondering, the box makers tried to find new outlets from the game box to seize the family living room market. Following the T2 of the Zhongxing Ninetowns FunBox and TCL, including Xiaomi, Huawei, and iQiyi, they all came out of the wind and will launch game boxes.

When it comes to this, friends who have earlier come into contact with this industry know that, in fact, similar to Haimeidi, a traditional box company that has always been rooted in the industry, there have been attempts to play video games in boxes. For example, Haimedi in 2013 Mochi Game Co., Ltd. launched a box game. In 2014, it cooperated with the NIBIRU game. Its Mango Q Q brand TV box has built-in NIBIRU genuine TV game. It has shooting, racing, puzzle, action, simulator games, web games and other types of games. The game, which includes popular games such as 3D tanks, hero battles, god guards, and eternal swords, has a special gaming controller for Haimei Dihuo Leopard. The game experience is also good.

However, subject to the game content and the operation of the short board, the game function of the box is not bought by most users. Since most of the boxes are embedded in third-party game platforms, this simple migration is hardly attractive to the potential users of family games. For the optimal allocation of iconic elements such as large screens, joysticks, and somatosensory elements, from the current game box, manufacturers are obviously unable to do so. Therefore, although many box makers have played the game concept, there is no game box on the market. The masterpiece was born. Coupled with the impact from Microsoft, Sony game consoles, for those game player users with high demand for game experience, Microsoft, Sony's brand influence is even better. In this case, the domestic game box into the living room market, showing a good or bad situation, the game box can compete with the international giant may only have a low price, but only rely on a low price card can make the game box to go far ? Perhaps, the game box is just a gimmick. After all, the main demand for television boxes is to watch television better. At first, box manufacturers should not regard games as life-saving straws.

Xiaobian summary: talked so much, will the box industry go backwards? For this problem, HTPC operation is troublesome, Blu-ray player is too high investment, free online resources of TV box is the best solution, users with higher quality requirements can also download high-definition video to box Play. A product with such a low price can solve so many problems, and the market is sure! Then where is the way out? Xiao Bian believes that similar to the game box which looks beautiful, but the user is difficult to buy things can only be a gimmick, at the most icing on the cake, it is difficult to get a substantial promotion. And to tap the deepest level of user needs, this is what box manufacturers need to consider.

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