Home Internet controversy, micro-whale bet AI, do have a sense of tonal products

For the major Internet TV brands, just past 2017 is tantamount to a winter.

Since the music crisis in full swing at the end of 2016, music TV chain broke, music and television have also been hit hard, the entire Internet TV industry is full of bad-mouth sound.According to Covey data provided, January-September 2017 color TV sales The scale drops 9.2% compared with the same period of last year, the market share of Internet TV of the whole year is only 10%, even some view "Internet TV brand has long been gone".

However, just as the winter will welcome a warm spring, although the Internet TV market did not appear significant positive news, as panel prices fell in the fourth quarter of 2017, color TV sales have gradually warmed up.

Among the many players in the field of Internet TV, micro-whale, as a technology company that started out as a home-based Internet company from the outset, has drawn much attention since its inception, be it the strategic partner behind the Chinese culture or the aura of top executives Li Ruigang and Li Huaiyu, have aroused the discussion of the industry.

As a pioneer of home entertainment micro whales and how to treat the dramatic changes in the market environment? Precipitation of two years, its field of artificial intelligence has been deployed what? In the future how to do a good job brand differentiation? May wish to explore.

Home Internet 'first crab-eating person'

Now most Internet applications are mobile phone-centric, but the family scene of the Internet, AI services are in the initial stage, it can be said that home Internet robbery user battle has just started, this is the last year from the hot voice of smart audio can However, compared with other countries, China lacks the habit of music consumption in family scenes. This entrance needs to be cultivated for a long time if it is to become a user-dependent path.

However, the big screen of a home, whether it is a television or a projection, is more likely to be an entrance for the smart user from the content. From the 80 million OTT user data owned by the micro whales, the average user's watching TV every day is about 5 hours , And the proportion of young families is quite high.

According to Linkwave Big Data, the mainstay of Internet TV users is the age group of 30-39 years old, accounting for 55% of the total population. The number of people aged 20- 29 is the second, accounting for 22%. Parent-child families become the core users and 80% Users will accompany their children or friends and family to watch Internet TV together.Micro Whale Technology co-founder and CEO Lihuai Yu that young people do not watch TV is not accurate, most of the young people aged 15 -25 years in learning status, or Working for a rented accommodation, there is no time or condition for watching TV, but the percentage of young families who really use big screens is still quite high.

From the industry point of view, the user's leisure time is limited, the user entertainment time consumption segment is more and more, whether it is online text, audio and video content, or offline cinema, KTV, LIVEHOUSE, regardless of media Is a cell phone, or television, all entertainment consumer content companies are faced with the competition and pressure to grab the user's time.

In Li Huaiyu's opinion, the impact of one form of entertainment on another form of entertainment is quite natural. The mobile Internet certainly diverts the users of many traditional TVs. However, the user's experience of large-screen audio and video sharing with the whole family remains There is a demand for the Internet TV brand, the key is to avoid weaknesses, play to their core strengths, make a difference, access to their own user base 'when the TV was first appeared, there are many people predicted the movie will die, until The shocking effect of the big movie screen today is still no way to be replaced, the industry is just getting more and more subdivision it.

Family scene is not only the scene at home so simple, but also include the family to share and family intelligent Internet.Different from music as the hardware + content ecosystem, but also do the phone after millet do TV idea is very different, from the beginning micro-whale aiming Home Internet, the current smart projection and smart TV, and live in the VR field are all around the family, 'so far a full range of micro whales can support speech recognition, every day there will be thousands of users through to the The remote control emits thousands of voice commands to search for content. It can be said that micro-whales are the first internet-eating crab people in the home.

Bet AI, smart Internet and personalized recommendations are indispensable

With the rapid popularization of intelligent products such as smart speakers, smart refrigerators and smart air conditioners, smart home has become an important development direction of home internet. It is generally accepted by industry professionals that the convergence of smart voice and artificial intelligence will become the focus of family-owned companies The direction of evolution.

Micro-whales are no exception.In terms of smart voice, the micro whales reached a deep cooperation with IDF to achieve a response speed of 0.98 seconds and a recognition rate of 98%. According to the micro whales, the micro whales have successfully developed the television In the field of face recognition, micro whales join forces with Microsoft to create smart child locks that allow children to brush their faces and unlock at home.

In March 2016, Microbrew announced that it will jointly explore innovative fields such as smart home and human-computer interaction with the MIT Media Lab in April 2017. In April 2017, Electric giant 's smart home to reach a strategic cooperation into the field of smart home, not only jointly launched smart home products, micro whales also settled in the United States 33,000 stores.

A few days ago, Micro-whales transformed the abandoned small courtyard in Beijing's Baita Temple into a 'smart home of the future home'. This small room shows the fancy play of the micro-whale big screen, looking for the remote through voice, TV or projection and family members big screen video call, remote control Mai Mai seems to exposure KTV, projection laser pen to achieve long-distance painting and writing, etc. Future House for young users to experience the concept of micro whales and products, and young people to explore the future home lifestyle.

In its exploration of artificial intelligence and big screen, the micro-whales mainly focus on two dimensions. On the one hand, it refers to the family intelligent interconnection mentioned above, and finally realizes the communication between the voice and the smart TV and controls other household devices in the house. On the other hand, Recommended engine, through the big data algorithm for large-screen users with thousands of personalized recommendation. 'This content recommendation mechanism similar to the United States Netflix.' Li Huaiyu added.

Do not fight price war, do high-quality brand

Lihuai Yu believes that any innovative business should be to improve efficiency, if not cost control, improve efficiency, this business model is a false proposition.

For micro whales, solutions to improve efficiency are decentralized upstream: deep cooperation with upstream resourced factories, while product price setting is not a one-time route to lower prices but at a cost-controlled scale, To provide consumers with their products and prices acceptable services.

In the 2017 China Consumer Survey released by McKinsey, Chinese consumers are increasingly accepting high-quality, high-priced products and are becoming more and more reluctant to spend money on services that were born in the Internet age 'Digital Indigenous Peoples' is becoming a new consumer engine of consumption and is also pursuing more versatile devices in terms of hardware consumption.

Therefore, the positioning of micro-whales is to be a high-quality brand. "On the key materials and devices, micro whales adhere to high standards and require a miniaturized design for the new generation of consumers with more discerning looks. 'Li Huaiyu said,' Our initial mind is to have a textured and tonal products. '

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