Great Wall broadband disruption Internet TV market

Length and width spoils

On April 25th, Tianjin Great Wall Broadband held a new product launch and launched a barley split TV D55s to officially enter the Internet TV market.

Barley split TV will be officially sold in June and is currently on the barley store. It is worth mentioning that although the product is sold to customers around the world in the Barley Mall, Tianjin's sales form is still somewhat special.

“Tianjin Great Wall Broadband launched a converged broadband package around barley television, which is relatively cost-effective.” The relevant person in charge of the Tianjin Great Wall broadband said to the new financial reporter.

Analyst International Analyst Wang Hao believes that binding a tariff package is the culprit for its entry into the Internet TV war situation. “Internet TV is equivalent to an extension of the Great Wall broadband network. It is a demonstration of its business form. It is equivalent to value-added services other than data services. Compared with other Internet TV products such as Xiaomi, it can increase broadband network bundled tariff packages for users. There are certain concessions," he told the new financial reporter.

It is understood that Great Wall Broadband has nearly 60 business offices in Tianjin. According to the above-mentioned person in charge of Tianjin Great Wall Broadband, the greatest advantage of Great Wall Broadband as an Internet TV is network, resources and sales channels. "Other Internet TVs can't have our after-sales service on the nearest site," she said.

In addition, the disadvantages are equally evident to the latecomer. "Compared with Xiaomi, there is still a long way to go in terms of platform and user awareness. There is no so-called fan, and there will be some obstacles in promotion." Wang Xi said.

In fact, this is not the first cross-border spoiler of Great Wall Broadband. In 2014, Tianjin Great Wall Broadband launched a broadband package containing a barley box. According to the above-mentioned person in charge, said: "The barley box sold more in Tianjin's similar products, and our own users are more sympathetic to this product."

According to reports, as early as a few years ago, Dr. Peng of the Great Wall Broadband Group put forward a "cloud, management, and end" strategy: Consolidating IT products, information, applications, etc., into resource pools, through service channels. Provide to end users, realize the strategic transformation to Internet companies. The launch of Internet TV is a step toward the goal of “one-line access to home entertainment living cloud terminals”.


Competition in Central Plains

Li Dongsheng, chairman and CEO of TCL Group, once revealed: In 2014, the color TV industry market dropped by 7% year-on-year. "From the beginning of color TV to the present, the Chinese market has never been so badly dropped off, and the inflection point of television manufacturing has arrived," said Li Dongsheng.

According to the forecast of Ovid Consulting, the retail volume of the color TV market this year will reach 44.1 million units, down 1.1% year-on-year, and retail sales will be 137.1 billion yuan, down 6.2% year-on-year.

Compared with the growth of ordinary TV sales, there is no doubt there is still huge room for growth in Internet TV. Wang Hao disclosed to the new financial reporter that currently Internet TV has accounted for half of the market sales, and it is still rising.

Although Internet TV has only been developed for several years, its market sales have already surpassed traditional TV.

According to the 2014 research report of China's Internet TV industry by iResearch, in 2013, the number of connected TV devices in the world reached 310 million units, of which the proportion of Internet TV integrated machines exceeded 35%. It is estimated that by 2018, more than a quarter of the world's television networks will be connected, and the number of connected TV devices will reach 760 million, of which, the Internet TV all-in-one will reach 259 million.

The Blue Ocean of Internet TV has led television manufacturers to transform. Internet companies, which are regarded as the first of millet and music, are also competing to enter the world and are rushing out of the lane.

According to the Tmall Data Rubik's Cube, LeTV, Hisense, and Xiaomi occupy the top three brands in TV sales. In addition, the total sales of Levision, Xiaomi, Kukai, and Mocha branded four Internet TV brands broke 440 million yuan, while the total turnover of the six traditional TV brands of Hisense, TCL, Skyworth, Changhong, Sharp, and Konka exceeded 550 million yuan. .

Content is king

Since the development of Internet TV, hardware-based Internet TV will be eliminated. Wang Hao believes that the competition has become the main theme of the Internet TV industry.

In December 2014, Shao Pengding, chairman of Youpeng Pule, predicted that 2015 will be the "watershed year" for the development of Internet TV. “There is a series of 'slow issues' such as slow updating, poor interaction, etc., which make the television industry particularly clumsy under the impact of the Internet. The successful cooperation between traditional color TV companies and Internet companies gradually blurs 'TV makers' and 'enters the TV field.' Internet company's boundaries," he said.

The era of competition hardware has gradually gone, and the future will win with content. He believes that in the early days of the development of Internet TV, users were concerned about the brand and hardware configuration, but in recent years, after the Internet companies represented by Xiaomi and Lexus have entered the smart TV industry, the hardware gap is getting smaller and smaller. “At present, the era of simple hardware has already been adopted. In the future, hardware will even enter the free age. The future core competitiveness of Internet TV products will also be dominated by hardware configuration in 2014, and will gradually shift to content supply and services.”

It is understood that Great Wall Broadband has cooperated with Iqiyi and Yangguang Galaxy GITV on content. According to the relevant person in charge of the Tianjin Great Wall broadband, the resources for cooperation between Barley TV and iQiyi are free, similar to most TV boxes, but watching other self-made resources will be charged, the content of the fees will be marked, and the periodical will be limited. It's free to be active.

The big cake of Internet TV looks beautiful, but whether the heroes compete with each other in the Central Plains, Great Wall broadband can stand out from the crowd, but also need the market to verify.


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