Lao Jia unsuccessful Internet TV lying gun | rational return who carry the banner

Jiayue Ting and brush burst friends circle, this time is not only 'when the money back to investors', in the face of IPO fraud question, participate in the music network IPO audit before the issuance examination committee members were investigated, the fund company lowered the music video stock price, Three major issues around the music Watch has become the focus of the outside world: LeTV will not be delisted? Jiayue Ting will not be wanted? And, LeTV white Knight - Sun Hongbin What to do next?

Lao Jia's failure to the smart TV industry a punch

As the creator of content-based smart TV play, music as the hardware free, high-quality content business model, abruptly in the Red Sea television competition ripped a hole in the music as the smart TV ecology is the seven most ecological Spectrum of a business, music as the TV industry from a traditional sunrise into a sunrise industry, for the entire industry, music as the rules of the game has been the saboteurs, but also an innovator to promote to the television industry counterparts a lot of inspiration.

Sun Hongbin once said: "The three major sections of musicvision invested by Sunac are closely linked to the future real estate services market, with synergies in terms of smart hardware, smart home and smart communities." In essence, LeTV hardware is the carrier of content Is the soul 'game has accumulated a large number of paid users, compared with the bottomless pit burn, long investment cycle of new business car is close to rapid profitability stage.

Unfortunately, a good card has been broken by the legendary social phobia. The latest one, "I know LeTV and Jiayue Pavilion," said someone was facing a group of star executives and would not manage it.

The banner fell, who can then carry?

Smart TV as a living room entertainment entrance, the importance of family consumption market is self-evident However, the rise of a new industry, the subversion of a traditional industry is bound to be not easy.

At present, there are two major camp brands competing for the smart TV. One is the emerging internet army represented by music, millet and micro whales. The other is the smart TV brands launched by veterans in the television industry such as TCL Thunderbird, Skyworth Open, Konka KKTV, Hisense VIDAA, Changhong CHiQ and so on.

In January of this year, Tencent launched the penguin TV service of Internet TV, and successively became partners with TV and box manufacturers such as Changhong, TCL, Skyworth, Hisense, Konka, Philips, Haimeidi, Tianmin etc. In early June, Tencent 300 million yuan strategy Investment Skyworth's TV brand cool to open in early July also denounced 450 million yuan investment TCL bluebird technology, are accelerating access to smart TV content ecology entrance.

However, the challenge of traditional TV veterans' independent cross-border content ecology is still quite big.

As we all know, in the capital racing era of video sites, Ikki, Youku Tudou and Tencent Video each backed by BAT, at a sustained high price to win the copyright of the top content, resulting in the price of copyright soared, all are not profitable.

To lay out the content of the ecology, not only to burn the money, but also to understand the contents of these traditional veterans focus on refined operations, cost control and capability models and concepts are very different.Traditional TV brands have realized the importance of content ecology , But may not have the ability to do the transformation.I think the traditional brand such as Hisense Skyworth and the contradiction between the video site will be increasingly aggravated, the game is inevitable, how to calculate the revenue of large screen open advertising, how to balance advertising revenue and user experience, there is no trader Over content and content management team, will encounter profound contradictions, and ultimately affect the consumer experience.

Compared with the two camps, companies that have both 'Internet technology' and 'entertainment understanding' are the best chances to carry the banner of the industry. Leaving aside the ecological game of millet, I focus on the micro-whales that are more focused on home entertainment.

From the perspective of the development of this young company, micro-whales have a rich ecological content of entertainment content, attaches great importance to the upstream IP layout.

To cut the dimensionality from the perspective of content ecology, to achieve dimensionality reduction, the team is one of the key to winning.Micro-whale TV's parent company is the media giant Chinese culture, founder of the media Gangster, Chinese culture Leader Li Ruigang; co-founding Li Huaiyu, chief executive officer and CEO, once was the CEO of BesTV, the first unit of China's new media. This team is proficient in content operations and is able to personalize content recommendations with AI big data applications. Its WUI system serves over 80 million users in China. Strength in the field of hardware and software applications in advance, voice-on-demand video services in the forefront.

Figure left: Li Ruigang, right picture: Li Huaiyu

Backed by the Chinese culture of the tree, and Ali, Tencent content sharing, formed a number of content platforms rely on differentiated boutique content resources + homemade content 'three-dimensional content cocktails' mode.In the head content competition, In 2016, 70% of the cinemas were covered, 85% of Top20 TV shows were covered, and Top20 Top20 covered 18. In the first half of 2017, the top ten wolves were covered by the TOP15 charts of variety, film and TV series 13, 9 and 5, all ranked first.

Invincible, victory in the enemy, music as mistakes to hand over the opportunity to give space?

"Art of War" that 'not win, you can win the enemy', 'win can be known, but not for.' You are good enough, at best to make themselves invincible, but it is far from enough Only when your opponent wrestles mistakes, you have a chance of victory.

History is always strikingly similar to today's Internet TV competition, can not help but think of the handle and the United States regiment that year.It is precisely because handle IPO, fund chain rupture, resulting in inability to operate 34 cities; and handle early in the local Education and accumulation of buy businesses and users, but was the United States Mission come from behind, harvest the battlefield.

Similarly, the credibility of today's credit reputation bankruptcy shortage, sales decline, once the head Liang Jun out, and the market demand has been nurtured mature, from the third quarter of 2017 the market attention can be seen, high-end consumer demand for television constantly Climbing, more and more consumers are willing to pay for a better image quality experience, the influence of the price of the product is gradually reduced.This is a rare time window for the competitor to go upstairs, but also other players in this article Path continue to force, harvesting a good time for users.

The bubble ended, the industry has returned to the rational construction period

The biggest revelation of this controversy is that companies can not blindly expand the non-related ecological business, and should focus on the home page to generate positive cash flow or to achieve the first in the vertical field, in order to expand new businesses beyond the eco-environment.

No synergy between the ecology, more like a Ponzi scheme.I heard the speech of the min whale CEO Li Huaiyu, he believes that as long as the TV still exists, the family of this large-screen Internet is an inevitable trend.

'China has the largest number of Internet professionals in the world, and the development of China's Internet companies has drawn worldwide attention. In the field of consumer electronics on the Internet, more excellent companies will be born than abroad.'

Only this emerging industry is still early, 'in the second half, only serious players can see the dawn' Li Huaiyu said.

Fourth, conclusion

The rise and fall of music as the whole can be said that the entire smart TV industry on a vivid combat class, meritorious appraisal of the world.

But at the same time, we also see that in the prosperous era of pan-entertainment, the prospect of large-screen home entertainment continues to improve.Whether traditional traditional supply chain has the advantages, but the traditional TV industry is suffering from painful transformation and has no Internet and content genes, Whales as the representative of the 'entertainment + technology' hands break the young Internet companies in the rational construction of the industry, there will be a long time to compete with each other.

Who can win? Or join together is unknown.

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