Millet VS LeTV: TV ecology debate

LeTV and Xiaomi stage four rounds of battle

Once and for all, counting the counterattack of yesterday's LeTV, the round of the saliva war provoked by Xiaomi, the two sides each made two moves and continued four rounds of engagement.

On June 11th, Xiaomi held a media conference and Xiaomi founder Lei Jun announced that after six months of integration, Xiaomi TV's content has already achieved market first, twice that of its friends, and it came with a notary document from the Beijing Fangyuan Notary Office. evidence.

Although Lei Jun did not name his name, it was clear from Lei Jun’s demonstration PPT that this friend referred to LeTV. Then LeTV’s counterattack was triggered, and LeTV released a long response to “Restore: The Lies That Are Notarized is Still a Lie”, pointing out that the content declared by the Friends of Friendship is the content of the public network. That is, the content of other Internet video websites is actually zero.

Then, Wang Chuan, the person in charge of Xiaomi TV, first shouted Wei Yuet’s founder Jia Yueting in Weibo, asking if LeTV was not violating the rules, whether LeTV was less than Xiaomi’s TV and whether LeTV was a compulsory three-year problem. And on the 15th of June, we once again sounded, "We suspect that LeTV will not have a legitimate broadcast control platform and LeTV will violate the regulations."

In this regard, LeTV officially responded yesterday. Feng Xing responded to each of the above three questions by saying, "Is not ignorant of the law, it is ulterior motives, misleading the public; taking other people's content as their own, many free content is a piece of film; LeTV's annual first year fee is actually presented as a gift, how can it be bundled?" .

Competition stems from smart TV ecology

Aside from the Internet companies’ expertise in leveraging each other’s strengths, Xiaomi’s vision of pushing TV and LeTV using Xiaomi to push mobile phones is seen by industry experts. LeTV’s and Xiaomi’s disputes are mainly about the content of TV dramas, which are actually smart TVs. Ecological competition.

In recent years, the color TV competition has undergone a fundamental change. In addition to hardware technology, quality, and price competition, the television ecology supported by content and services has become another key to competition. Whoever can dominate in terms of content and service, It is more conducive to preempting users.

Based on this, traditional color TV companies are constantly adding TV services. In early 2014, TCL Group put forward the "double +" strategy of "smart + Internet" and "product + service". TDL Group Chairman Li Dongsheng pointed out at that time that the profits of products and services planned for five years each accounted for 50%. Liu Weizhi, the vice president of Skyworth Group, also stated that 2016 will be the first year of smart TV content service fees.

Hong Shibin, an expert on Internet marketing at the China Internet Association, believes that after two years of change, the old TV manufacturers have basically started to walk on both the content service and hardware revenue channels.

Game, shopping, education need to be opened up

In the smart TV ecosystem, film and television dramas are undoubtedly the most mature development. Thanks to the deep integration of LeTV SuperTV and LeTV.com content, viewing TV drama content has become a major tag for smart TVs. It is not only popular among users, but also basically achieves large-scale revenue.

However, for the smart TV ecosystem, film and television dramas are not the only ones. Education, games, and shopping are all very promising. The data shows that the current market share of game consoles in the United States is 60%, while China has almost no. TV shopping is more common in countries such as Europe, the United States, South Korea and Japan. The TV shopping industry's sales accounted for about 8%-12% of the total retail sales of consumer goods. China's share is less than 1%.

Domestic manufacturers are also starting to make efforts for TV games and TV shopping. Just last month, Hisense launched the industry’s first TV e-commerce shopping platform “Enjoy” to try to enter the TV shopping market. Last year, TCL, Tencent, Alibaba, 360, China Mobile Games, Xiaomi, and LeTV all had series of actions in the field of video games.

Hong Shibin pointed out that the contention between Xiaomi and LeTV’s film and television dramas is only a small part of the smart TV ecosystem. This is only a beginning. With the continuous cooperation and development between the old TV manufacturers, Internet giants, game education and other sub-division giants, TV ecological As other sectors continue to mature, the ecological competition of smart TVs will become more intense in the future.