Internet TV Expands Eco-chain Family Realizes Simultaneous Cinema

Recently, the construction of "ecological chain" has quickly become a popular keyword in the industry. With the encouragement of mobile phones and other related products to expand the ecological chain, Internet TV is also seeking a breakthrough in the ecological chain. Regardless of whether Konka took the Internet partners to achieve in-depth cooperation, or TCL to enhance the richness of Internet TV content, and LeTV launched the popular "partnership" system on the sales channels, all signs indicate that the ecological chain of Internet TV is expanding in depth.

There is no doubt that the richness of the ecological chain will greatly enhance the competitiveness and adaptability of television, and consumers will have more choices. However, the construction cycle of the ecological chain is relatively long, and it is difficult to form an immediate effect. It may still take time to improve the ecological chain.


Partners: Internet platform first

From the perspective of trends, the situation of "soft + hard" or "soft and hard" in Internet TV is already very obvious. One end is connected with a TV hardware manufacturer with a "hard" tradition, while the other is linked with "soft". Internet business. The traditional TV brands such as Konka, Haier, Skyworth and TCL interacted with BAT (Baidu, Alibaba and Tencent) Internet giants.

Taking Konka as an example, this year has continuously cooperated with Tencent and Ali. In recent days, Konka has proposed a new concept by taking the opportunity to establish its 35th anniversary. According to Cao Shiping, general manager of Konka Multimedia Division, Konka's strategy will be upgraded again in 2015. “We will gradually form a lineup of two product lines represented by ultra-thin and super-slim SLED TVs and fissioned super TVs.” "Super TV" will include three major series of T60 Tencent Super TV, 2600 Youku Super TV, and Aliyun Super TV sold online.

Obviously, joining the two major Internet partners Tencent and Ali has become an important means to expand the ecological chain of Internet TV. At the system level, Super TV will collaborate with Internet partners' supporting applications to set up a professional television control system YIUI, allowing users to experience the three functions of Konka's leading easy search, easy operation, and easy customization. The TV UI interface can be customized to suit each The crowd of people can switch freely. It can also use semantics to search and achieve global control.

Content is King: Family Realizes "Synchronous Cinema"

For Internet TV, "content is king" is more critical. Related models of Internet TV, through the open platform and Tencent, Youku and Ali cloud to achieve UI TV interface cooperation, so that TV users can be intuitive and convenient access to video, games, entertainment, shopping, online education and other more network resources. It is reported that Konka Super TV will continue to provide game video resources and online Huanggang educational resources to achieve "cracking" of content.

And TCL's global broadcast technology company is targeting new opportunities for the family to "synchronize the cinema". Recently, the company and the China Film Science and Technology Research Institute jointly launched the pilot project of "Film Home Theater", providing pilot users with "synchronous cinema" products and services that are basically synchronized with movie schedules in the next five years. This means that the home theater will be able to achieve "synchronous screening", that is, for the movies played in the traditional theaters, playing in the "synchronous cinema" as early as possible within the period.

For consumers, as long as the related modules are carried in TCL TV or related products, the “syndicated cinema” effect at home can be achieved through the official movie intelligent home theater management platform. With flagship products such as large-size OLED/4K/Curface TVs and home theater audio, the “synchronous cinema” is comparable to movie theaters. In particular, the three- and four-tier urban population who rarely have access to the cinema line, and even hundreds of millions of peasant consumers, can use it to experience "synchronized cinemas" at home.

Expanding channels: Finding "super partners"

In contrast, LeTV, which has always been characterized by Internet companies, recently sought "super partners" in an attempt to expand sales channels. Traditionally, the main channel for televisions is offline stores. LeTV, on the basis of its previous online sales, focused its attention on offline channels and sought out LePar's super partners. At present, LePar experience stores have exceeded 500 in the country, and more than 3,000 stores will be opened this year.

At present, from the layout of LeTV, "platform + content + terminal + application" has formed a full industrial chain; However, for LeTV, the scale of online sales is obviously still difficult to meet with the currently dominant offline Store counters. Of course, LeTV also tried to create a new model that is different from traditional channels, namely the "O2O+C2B+ crowdfunding" multi-dimensional integrated cooperation model. According to Zhang Zhiwei, vice president of sales of LePar Holdings LePar, Leshi Mall not only opens up sales of smart terminals such as TVs, mobile phones, and automobiles, but also opens up all aspects of LeTV's ecological products and services. "The mission LeSp carries is exactly these services."

Partners can obtain forward sales, backward services, derivative income, and capital returns from their channels and services. Zhang Zhiwei said that in the next three years, Levision Global Holdings will share 5% equity with LePar, and it is expected that the value will reach 85 billion yuan by 2022. This is somewhat similar to Jingdong’s offline channel expansion. However, for online companies that have started online, the offline channel expansion will face the pressure of adapting to the market environment, single resources, and resistance from traditional forces.

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