At present, the competition in the Internet TV industry has intensified. Under the strong support of TCL, a leading Chinese manufacturer, and Tencent, the Internet giant, Thunderbird will become a new force that cannot be ignored in the field of Internet TV, and it will have an impact on the existing Internet TV landscape. Since then, the pattern of the first camp of the Internet represented by "Rami Whale" has taken shape.
Internet TV killed in the second half, "Rami whale" four feet
In recent years, Internet TV has won the favor of younger groups and has become a powerful successor to traditional television with its content advantages and interactive advantages. According to data released by consulting firm Avi Cloud Network (AVC), as of December 2016, according to the amount of Internet TV activation, China’s Internet TV population has reached 311 million.
The huge dividends appearing in the Internet TV market have attracted many vendors to compete. Internet companies like LeTV and Xiaomi are preconceived, followed by traditional television manufacturers such as TCL, Skyworth, and Changhong. There are also emerging companies focusing on the integration of Internet TV hardware and content, such as micro-whale technology. In May of this year, thunderbirds, millet, micro-whales, and music as the four major Internet TV giants have brightened their swords and released new products in succession for four consecutive days, further boosting the battle for entry into the “living room economyâ€.
It is not difficult to find that Internet TV makers represented by millet and music as a representative have attracted a lot of traditional TV users in the early stage with a low-cost terminal and the novelty of content, and they have seized a certain market share in the short term. However, as more and more powerful manufacturers join the war situation, the pattern of the Internet TV industry has begun to become complex. The “fatigue†of Xiaomi and LeTV, which have taken the lead, has gradually emerged. The rising stars Thunderbird and Micro-whale have risen to the top. .
Last year, the prices of TV raw materials and panels rose sharply. Internet TV manufacturers with extremely low gross margins and hardly any money made a great impact. Many Internet TV brands suffered serious losses. LeTV and Xiaomi also failed to support hardware costs due to “ecological subsidiesâ€. , was forced to increase prices, ended the burning war mode. This abrupt change has disappointed many consumers, as evidenced by the “Diaoban†poster published by the rising star Thunderbird.
This means that simple content does not work anymore, and the competition in the Internet TV industry has entered the second half, and it is time to compete for content and hardware.
Knowing the way of cross-border symbiosis, Thunderbird took the lead in occupying the family entrance.
In March of this year, TCL formally launched the Internet brand Thunderbird Technology, while Thunderbird's four new products - I55, I55C, I49 and I32 stunning debut. Less than four months later, Thunderbird and the Internet giant Tencent further marriage, the two sides opened a deep cross-border strategic cooperation.
In fact, after more than three years of development, the Internet TV industry has reached a critical point in transition. Internet giants have joined forces with traditional TV companies to force Internet TV to become a general trend. Alibaba invests in micro-whales and iQiyi invests in Cool Open. From an objective point of view, the two parties can undoubtedly be able to better create supply chains, content ecosystems, and so on. So, how does Thunderbird and Tencent join us in the Internet TV industry?
In the eyes of the industry, with the complementary resources of TCL and Tencent, Thunderbird will have a complete upstream and downstream industry chain, a full range of service systems and new business models, in the "content + terminal + user + channel + supply chain" Closed-loop, full-ecological Internet platform integrates with leading industries.
On the one hand, relying on TCL Group's funds, R&D capabilities, and supply chain advantages, Thunderbird can create a new format for smart TVs that integrates online and offline channels, hardware products, Internet content, and services. On the other hand, on the content side, with Tencent video's massive copyright content and advantages of homemade content, based on big data drivers, it can provide thousands of users with customized video services. In addition, the current number of operational terminals and active users of the TCL smart TV platform has grown rapidly, accumulatively activating 20 million users. Based on a large number of users, the two parties have jointly implemented member integrated marketing through the “three screens†by gradually enriching hardware and membership services. "pass, hardware links, service links" build the first member brand of the Internet.
Therefore, through strategic cooperation with Tencent, Thunderbird can create smart living rooms from hardware products to content services, big data integration, and artificial intelligence. It will certainly take the lead in seizing valuable home entrances.
It is noteworthy that, in addition to Tencent, Thunderbird also has a number of strong partners in the Internet background, on the online channel, Thunderbird and Jingdong reached in-depth cooperation to expand the young people market. The South New Media, one of the seven major Internet TV licensees in China, is also an important partner of Thunderbird. Compared with previous Internet TV licensees, the cooperation between Southern New Media and Thunderbird is considered limited to the cooperation model of content providers. It is the first time that domestic Internet TV licensees and terminal manufacturers have come together.
At present, the market dividends of the mobile terminal of PCs and mobile phones are gradually receding, and there is still a huge space for development in the Internet television field. According to the Research Report on the 2015-2020 China Internet TV Market Research and Development Trends published by Zhiyan Consultation, the penetration rate of Internet TV users will exceed 30% by 2018, and the cumulative number of users will reach 200 million, which indicates that Internet TV There will be more market capacity worth exploring.
Compared with other Internet TV competitors, Thunderbirds are well-prepared and strongly enter the market during the second half of the Internet TV competition. Backed by China's leading enterprise TCL, and integrating many powerful Internet resources, Thunderbird seamlessly integrated hardware and content to create a new ecological chain. It launched a powerful challenge to the leading position of LeTV and Xiaomi. The TV industry will usher in a new change!
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