For the smart TV industry, if you want to find a keyword in the past to determine the characteristics of the 2015, you can use the word “blowout again†to describe: from 2012, two Internet companies, LeTV and Xiaomi, entered the television industry and started After the “Internet Smart TV†segment, many new players who were not involved with the TV industry also entered this market. In addition to PPTV, Dr. Peng, and Lenovo, which we know very well, in 2015, there was also a special player: Smart TV series brand CANTV under the Global Intelligent Wisdom CAN Intelligent Terminal - a seven-segment smart TV set up by the General Administration of Radio, Film and Television. Broadcasting and Control Platform (commonly known as the licensee) is one of the country's Guangdong-operated brands.
According to the traditional understanding, the licensee, in accordance with the requirements of the SARFT, "controls" the online program content broadcast on the smart TV, more like a manager's role. Today, the manager also “when it's time to kick off the ballâ€, at the same time as the referee and the athlete's country of Guangdong, what kind of impact on this industry? Many observers in the industry believe that this is not a good news for other partners who previously used the Guangdong license. After all, a “cockroach†is totally different from the treatment of “pro-son†and “dry sonâ€. It is difficult to count on a bowl of water.
However, according to CEO Fu Qiang of Global Intelligent Limited, which operates its own CAN intelligent terminal brand and its Smart TV CANTV series under the company's own subsidiary, Guangdong, this analysis appears logically reasonable, but it is completely absent from a business perspective. It is necessary to worry about this. Global Zhida operates its own smart terminals or its smart TV brands, not relying on its relationship with the parent company's licensee - the Guangdong side, to achieve differentiated policy advantages in market competition, but in the following areas: Thoughtful and layout:
First of all, it is necessary to recognize the advantages and shortcomings of being a license provider. This is a prerequisite for decision-making to become a smart TV.
From the perspective of the status quo of Guangdong as a licensee, the background of its broadcasting station itself limits the accumulation of video content and cannot compete directly with TV licenses such as BesTV and Mango TV. Therefore, the Guangdong side will position itself as a “service-oriented†licensee: to help the video sites that have accumulated in terms of content, to start the distribution of capital, and the participants in the smart TV industry, to provide broadcasting and television Internet content control services in compliance with SARFT regulations. Currently in the TV application market, we have already seen that Youku Tudou, PPTV, and Sohu Video have been successfully controlled by the broadcasting control in Guangdong and have become a legitimate TV platform content application.
This strategy and Internet video content are more likely to reach a win-win situation rather than competition. While escorting the video site, the content of the cooperative video site was integrated into the identity of the licensee. This not only supplemented the shortcomings of the lack of licensee content, but also solved the lack of support from the broadcast control platform for content providers. The terminal vendors provide integrated services and eventually reached a business model that requires profit for subsequent services.
Second, we must sort out the business model of smart TVs and make effective arrangements around them.
Take sales as an example. For traditional TV manufacturers, sales is the end of the business model, but for Internet companies, the completion of sales is just the beginning of the business model. Like most smart TV internet companies, CANTV tries to become a “entrance†in the user's living room through price advantages that are close to the cost of sales. With an excellent user experience, CANTV guarantees the retention and liveliness of users, and through the use of hardware. The platform is equipped with Internet services such as video-on-demand, advertising, and TV shopping to obtain user payment opportunities to achieve profitability.
At present, the CAN intelligent terminal has three series of brands: CANTV super TV, CANbox super cloud box, and CANbar super sound tyrant. In order to build the ecosystem of CANTV's Internet TV, the Guangdong side started its product layout early and established software platforms and games respectively. The joint venture companies related to the smart TV industry such as shopping, video content, etc., and the leading companies in their respective market segments have become a good foundation for the landing of the CANTV business model.
In the future, CAN smart terminals will also be expanded to mobile phones, tablet computers, smart homes and other series of brands to achieve intelligent terminal coverage in all areas, creating a new ecosystem of smart home services centered on high-quality smart audio and video equipment.
Again, find solutions to the weaknesses of Internet companies such as production supply chains.
As an Internet company, Long is in the design and construction of content and software products, but there are inherent deficiencies in hardware manufacturing and supply chain management. There were also video sites that wanted to enter the smart TV market before, but in the end, due to production difficulties, the time to market was delayed until the best opportunity was lost. Most of these companies have made two mistakes:
First, relying too heavily on the production capacity of ODM partners to make prototypes designed in the production process have low yields, leading to high costs, or even unable to put into the market;
Second, all models are required to open their own mold design. However, during the brand's initial creation period, the inability to rapidly increase the sales volume resulted in a single TV sharing tool cost that was too high and ultimately affected the sales price.
For these two cases, CANTV uses ODM+'s own design portfolio in the first three models: The most cost-effective model C43 and C42S are based on the mature design of ODM vendors to maximize The guarantee of product stability, and fully self-designed new model on the high-end 65-inch model U65, and strive to provide high-value users with the best product experience and experience.
Finally, the key partners are bound in the ownership structure to form a solid partnership.
Although the smart TV industry is close to the Internet, it is still a sub-industry that depends on hardware production and requires huge investment. Therefore, if you want to make a name for yourself in the smart TV industry, the prerequisite is to build a qualified TV. In addition to this, sufficient funds must be invested in marketing and operations to ensure the continued normal operation of the company. .
For Internet companies, the threshold of Know How of TV production is too high and it is a critical path for products. Therefore, it needs a powerful means to “bind†manufacturers. In response to this, CANTV selected the capital operation method and wholly-owned acquisition of professional television solution provider, Jin Ruixian's Dahua Smart, in order to master the underlying hardware R&D and manufacturing capabilities. At the capital level, Huawen Media, a heavily-funded media giant, has continued to deepen its cooperation after investing in the Guangdong side of the country, and increased its investment in Global Zhida to give Global Zhida enough confidence in cash reserves.
From the above four points, we can see that Global Zhida has followed a development path similar to LeTV, and in terms of the maturity of the industry's layout, it has far surpassed the situation at the beginning of LeTai. However, how to promote CANTV's brand as soon as possible, and continue to increase the user conversion rate in order to quickly increase the user volume to a higher level, is the “big and strong, adequate food†Global Zhida the next problem to be solved.
According to the traditional understanding, the licensee, in accordance with the requirements of the SARFT, "controls" the online program content broadcast on the smart TV, more like a manager's role. Today, the manager also “when it's time to kick off the ballâ€, at the same time as the referee and the athlete's country of Guangdong, what kind of impact on this industry? Many observers in the industry believe that this is not a good news for other partners who previously used the Guangdong license. After all, a “cockroach†is totally different from the treatment of “pro-son†and “dry sonâ€. It is difficult to count on a bowl of water.
However, according to CEO Fu Qiang of Global Intelligent Limited, which operates its own CAN intelligent terminal brand and its Smart TV CANTV series under the company's own subsidiary, Guangdong, this analysis appears logically reasonable, but it is completely absent from a business perspective. It is necessary to worry about this. Global Zhida operates its own smart terminals or its smart TV brands, not relying on its relationship with the parent company's licensee - the Guangdong side, to achieve differentiated policy advantages in market competition, but in the following areas: Thoughtful and layout:
First of all, it is necessary to recognize the advantages and shortcomings of being a license provider. This is a prerequisite for decision-making to become a smart TV.
From the perspective of the status quo of Guangdong as a licensee, the background of its broadcasting station itself limits the accumulation of video content and cannot compete directly with TV licenses such as BesTV and Mango TV. Therefore, the Guangdong side will position itself as a “service-oriented†licensee: to help the video sites that have accumulated in terms of content, to start the distribution of capital, and the participants in the smart TV industry, to provide broadcasting and television Internet content control services in compliance with SARFT regulations. Currently in the TV application market, we have already seen that Youku Tudou, PPTV, and Sohu Video have been successfully controlled by the broadcasting control in Guangdong and have become a legitimate TV platform content application.
This strategy and Internet video content are more likely to reach a win-win situation rather than competition. While escorting the video site, the content of the cooperative video site was integrated into the identity of the licensee. This not only supplemented the shortcomings of the lack of licensee content, but also solved the lack of support from the broadcast control platform for content providers. The terminal vendors provide integrated services and eventually reached a business model that requires profit for subsequent services.
Second, we must sort out the business model of smart TVs and make effective arrangements around them.
Take sales as an example. For traditional TV manufacturers, sales is the end of the business model, but for Internet companies, the completion of sales is just the beginning of the business model. Like most smart TV internet companies, CANTV tries to become a “entrance†in the user's living room through price advantages that are close to the cost of sales. With an excellent user experience, CANTV guarantees the retention and liveliness of users, and through the use of hardware. The platform is equipped with Internet services such as video-on-demand, advertising, and TV shopping to obtain user payment opportunities to achieve profitability.
At present, the CAN intelligent terminal has three series of brands: CANTV super TV, CANbox super cloud box, and CANbar super sound tyrant. In order to build the ecosystem of CANTV's Internet TV, the Guangdong side started its product layout early and established software platforms and games respectively. The joint venture companies related to the smart TV industry such as shopping, video content, etc., and the leading companies in their respective market segments have become a good foundation for the landing of the CANTV business model.
In the future, CAN smart terminals will also be expanded to mobile phones, tablet computers, smart homes and other series of brands to achieve intelligent terminal coverage in all areas, creating a new ecosystem of smart home services centered on high-quality smart audio and video equipment.
Again, find solutions to the weaknesses of Internet companies such as production supply chains.
As an Internet company, Long is in the design and construction of content and software products, but there are inherent deficiencies in hardware manufacturing and supply chain management. There were also video sites that wanted to enter the smart TV market before, but in the end, due to production difficulties, the time to market was delayed until the best opportunity was lost. Most of these companies have made two mistakes:
First, relying too heavily on the production capacity of ODM partners to make prototypes designed in the production process have low yields, leading to high costs, or even unable to put into the market;
Second, all models are required to open their own mold design. However, during the brand's initial creation period, the inability to rapidly increase the sales volume resulted in a single TV sharing tool cost that was too high and ultimately affected the sales price.
For these two cases, CANTV uses ODM+'s own design portfolio in the first three models: The most cost-effective model C43 and C42S are based on the mature design of ODM vendors to maximize The guarantee of product stability, and fully self-designed new model on the high-end 65-inch model U65, and strive to provide high-value users with the best product experience and experience.
Finally, the key partners are bound in the ownership structure to form a solid partnership.
Although the smart TV industry is close to the Internet, it is still a sub-industry that depends on hardware production and requires huge investment. Therefore, if you want to make a name for yourself in the smart TV industry, the prerequisite is to build a qualified TV. In addition to this, sufficient funds must be invested in marketing and operations to ensure the continued normal operation of the company. .
For Internet companies, the threshold of Know How of TV production is too high and it is a critical path for products. Therefore, it needs a powerful means to “bind†manufacturers. In response to this, CANTV selected the capital operation method and wholly-owned acquisition of professional television solution provider, Jin Ruixian's Dahua Smart, in order to master the underlying hardware R&D and manufacturing capabilities. At the capital level, Huawen Media, a heavily-funded media giant, has continued to deepen its cooperation after investing in the Guangdong side of the country, and increased its investment in Global Zhida to give Global Zhida enough confidence in cash reserves.
From the above four points, we can see that Global Zhida has followed a development path similar to LeTV, and in terms of the maturity of the industry's layout, it has far surpassed the situation at the beginning of LeTai. However, how to promote CANTV's brand as soon as possible, and continue to increase the user conversion rate in order to quickly increase the user volume to a higher level, is the “big and strong, adequate food†Global Zhida the next problem to be solved.