OFweek Smart Home Network News: Recently, Internet TV is bustling. On March 29th, LeTV released a new version of Unique Super TV. On the same day, TCL brings Thunderbird into the arena and shouts beyond Xiaomi LeTV. Microwhale TV released on April 5. The new smart voice TV 2.0 product - drunk thin A series of 55/65 inch new products, and invited to speak with Li Jian, the sound is not small; now millet TV directly issued a satirical poster of friends "do not laugh" and "to engage According to the ""Take medicine," "This is over?" Directly refers to: music as the drug finished, the two directly to each other. Regarding music as one of the comments of Millet Wars online commentary, it was said that Xiaomi touched porcelain again, marketing was retrogressive, and the naked attack on the poster was not known for what kind of mentality. At least in the previous porcelain touches, it would be better for us to express a stronger meaning than the music. Now directly engage in the naked curse mode. People are still somewhat unexpected. At least Le Jun, the president of LeTV, is surprised. Looking at the speed of Liang Jun’s response to the circle of friends, he denounced “Mill's bottomless, low-bottomed, bottomless, low-products, such a company will not last long.†It can be seen that music is anxious. As the most important product line in the LeTV system, LeTV does not have the kingly style of the heyday. In fact, it also shows that he has not enough confidence. Before that, perhaps a lot of optimistic people think that the LeTV crisis will not spread to the TV business. Now that the news broke, LeTV’s revenue in the United States is far less than expected, and the acquisition of US television maker Vizio has also been declared defeated. At the same time, the relationship with tcl is delicate and may directly affect the development of LeTV in the smart TV field. TV brand succession "going business" In April, all major Internet TV brands have been “doing thingsâ€, LeTV 414, 418 e-commerce shopping festival, millet rice flour festival, now even more pptv launch April special season to stir up, many content platforms and hardware TV competitors, They are all eyeing and want to have a share in this shopping carnival. The reason why Xiaomi was able to be so wise and satirical, and took the lead in super-optima, is not unrelated to Le Tour’s promotion policy this year. LeTV's promotion policy of 414 big promotion is still to buy members to send hardware, in the case of a number of events have been canceled broadcast rights, the value of LeTV members in the minds of consumers has been significantly devalued. In addition, LeTV’s resistance has not completely dissipated. Will consumers pay for the LeTV 414 promotion? Xiaomi's satirical music and posters earned a lot of buzz, but it didn't necessarily bring real sales for the rice noodles festival. Faced with later Thunderbirds, ambushers, pptv, and micro whale, who would be the final winner, they had to wait for the sale after April, but there was One thing that can be seen is that LeTV has been difficult to reproduce the glory of previous years. Originally everyone was optimistic about the LeTV funding crisis will not affect the television business, and now foreign vizzio acquisition defeated, and tcl sensitive relationship, are directly affect LeTV will be in the field of smart TV development. Let's see it already The industry is well aware that LeTV is going downhill. Recalling the incident of the right to broadcast the AFC Champions League games that had just occurred in the past, Lexus was unable to continue to pay fees, and the AFC announced that it had lifted the broadcast rights for the 2016-2022 event. As early as December of last year, LeTV Sports had almost lost the right to broadcast Premier League football because of payment problems. It paid the last $30 million in the Premier League 2016-2017 season's copyright. “There used to be a hill, a hill...†LeTV, who was good at telling stories, couldn’t tell the story of copyright. All these core issues are - LeTV has no money. For LeTV, a company that makes money through storytelling to boost stock prices and market confidence, every crisis will have a negative impact on it. With more than 400 press conferences in 2016 at one year, LeTV may not be able to enjoy the entertainment of the media everywhere. The speed of money-burning is far faster than the speed of financing. As the core product of Letv Ecology, the development of super TV will bear the brunt of its impact. The Unique series of new products released on March 29 is just a 65-inch and 55-inch new split TV. There is no breakthrough point, and sales are expected to be very slim. After all, the prices of 13,999 yuan and 8,999 yuan are not low. Return to television itself is king Marketing methods can only create a moment, make eyeballs, want to really retain consumers for a long time, but also need to return to television itself. Let's talk about Xiaomi. Can't deny that when Xiaomi TV was first launched, it was still ambitious. However, the subsequent sales did not support this confidence. Although everyone is not aware of it, on the surface, it seems that as experts say, is there a living room for rice flour? From a deep perspective, it is still a lack of product strength. Millet is very optimistic about the TV market, but there is no way to quickly resolve content issues, had to adopt a method of syndicating content, there is a lot of content in the content of the second charge, and then increased numerous ads to promote income. The user's experience can be imagined. LeTV SuperTV originally played the advantage of massive video content, and played very successfully, many consumers have formed a brand image, buy LeTV Super TV to see more content, which is why the March sports copyright event will cause LeTV Great negative effect. The AFC Champions League cancelled the rights to LeTV’s AFC Champions League. At the same time, the Olympics and the Olympics took over and transferred exclusive new media rights to PPTV Jui Sports, a subsidiary of Suning Sports Media. With little difference in film and television content, PPTV has now occupied exclusive sports event resources. PPTV has already included broadcast rights for more than 10 sports events in La Liga, Premier League, Champions League, Bundesliga, Dutch Mail, Serie A, CBA, NFL, etc. And access to the AFC Champions League and the new media exclusive rights for the entire venue. Software platform resources + smart TV hardware broadcast platform, the route is actually similar to LeTV. However, compared to LeTV’s drastic pursuit of television, mobile phones, and automobiles, and as a subsidiary of Xiaomi TV mobile phones as a product line TV, pptv hardware company focused on television products, behind which Suning Group strongly supported, but in television There has been a big catch-up in the field. Several other brands of new products have a look, micro whale released A series of high-end market positioning, the main characteristics of light; late TCL and Alibaba Tencent launched Thunderbird TV can not be ignored, it is reported that pptv TV will also release new products, future hardware And content is still the core of smart TV competition. As the leader of Internet TV sales in 2016 and LeTV who has experienced so many disturbances, if you want to continue to be dominating or have difficulty in sales in 2017, whoever will be the biggest winner, I will not make a final decision and the market will give an answer.
