A few days ago, from traditional TV companies, claimed to be the first in a storm-TV CEO Liu Yaoping told the media that, "storm after TV's first product, released in October, sales of more than one year after the millet".
Heard this sentence above, I believe that many people think storm TV bragging. "No launched products brand, with an annual sales of 300,000 television brands is a real?" This must be the most doubts.
However, in my opinion, TV the following three advantages of the storm, but millet TV short Board.
Offline channels and logistics
Why don't you talk about the hardware and content, but start with offline channels and logistics, as millet TV market has yet to hit this area in nearly two years.
Millet TV helm Wang chuan last July in a media interview, "said millet TV has yet to enter the offline channels, support and distribution of urban coverage is limited, and offline experience, installation, service and other sectors is an important factor influencing consumer buying. At present, the millet television was still a small entrepreneurial company, once shouldered significant cost, it is difficult to maintain price/performance advantages, it still has no plans to build their own channels. "
That is why millet television the biggest reason sales of only 300,000, while storm TV TV is far higher than the beginning of millet.
Public data show that in July this year, storm technology (300431 shares) to Haier Group companies Shun, alfy anime (002292 unit), three promise of digital audio and held a News Conference announced the formation of a joint venture company to build storm TV. One day down mainly to provide storm TV logistics, after sales, channels and other resources.
Each day is a kind of company do we shun?
Wikipedia shows that Japanese Shun began in September 2000, Haier Group is listed on the main Board of the stock exchange of Hong Kong limited company, mainly engaged in Haier and other non-Haier brand appliances integrated channel services business. Japanese Shun brand is the Haier Group's integrated channel services business branding and positioning for the open platform of the Internet user experience lead. Japanese Shun brand's core business is a platform for convergence of the four networks business unit include: daily along the channel business, Japanese Shun logistics business, Japanese Shun Shun other auxiliary channel business, service business, every day.
According to Liu Yaoping introduced, with Japanese Shun resources, storm TV offline channels will cover 6,000 cities, has 17,000 experience store, 30,000 retail outlets. Future storm TV pre-sales services, installation services will be better than other Internet TV brand, platform sales will more than 50% below the line.
So, offline channels on a TV brand means what?
Data shows, with 333 prefecture-level city in China, 2,856 town 40,906 Township. In these places, like large appliances like TV, under its purchase remains online. According to the aoweiyun network (AVC) data shows that in 2014, though growing proportion of purchases on line, but it only accounted for 18% of the total market share.
This is why companies and traditional household electrical appliance enterprises have chosen to channel the main causes of the sinking. For example: Beijing East, Ali and other rural strategy, painting the walls in the countryside; Skyworth, Hisense and other traditional TV makers to the Township's flagship store, stores, or stores.
In fact, millet TV would not focus on offline channels. Insiders say to the author, millet had to negotiate with logistics companies such as Japanese Shun, but ultimately did not reach the cooperation.
Content
When it comes to content, millet TV "weak", it is also well known in the industry. Therefore, only a million shares of youku potato aiqi arts, $ 300 million in hand, shareholder huace film (300133 unit), the joint League of 10 video sites to create a video ... ... These are millet dimensions based on the content of the development effort.
But behind a series of investment shares, it is difficult to avoid a serious problem, that is the exclusive content. Because video sites, such as potatoes, youku aiqi art, at the same time cooperate with millet, content can still be granted for other brands or traditional TV firms use the Internet, such as Hisense, Skyworth TV integrates YouTube video content of the potatoes, TCL has had the depth of cooperation with aiqi art.
Millet, Vice President Chen recently acknowledged, has done the past two years, but there are a lot of people don't really know millet TV. Millet TV's weak points.
Industry analysts believe that investing is buying resources, while spending more money in the short term, but from a long-term perspective, investing more in line with millet's long-term strategy. But investment is not holding, aiqi arts and YouTube potato also have to plan for the long-term development of their future. Therefore, in the relationship, millet than those who own blood-forming capacity of the company.
Storm technology is a video platform company. Public information, storm technology is China's leading Internet video company, through the "Storm" series software (including storm PC-side, wireless APP of the storm and the storm movie video browser), for video users with free use of multiple Terminal composite video services. Take history as a mirror what makes Silicon Valley
In addition to storm their own content, TV also chose the storm platform eco-route. In my opinion, TV content eco-route of the storm, and millet video Coalition make much difference. The key is, in what ways do the content resources, and platform independent.
In fact, millet in creating video after the Union, cooperation with other platforms is not smooth. Chen told the media that, due to the millet TV collection over more than 10 video resources, user-demand a certain video site pay movie, later divided into quite cumbersome.
To solve this problem, Liu Yaoping said, "we have a clear independent mechanism to ensure the smooth progress of membership fees, charges for single-chip. Meanwhile, more profitable way, we will publish on the October press conference. "
In addition, Alpha animation as one of investors storm TV will also provide a number of service features, such as: launched customized channels, provide animation copyright and so on.
Hardware
In my opinion, has hardware should be guided by two ideas: one is to have good hardware and design; the second is the hardware itself can be profitable.
Last week, Liu Tang, President of Skyworth color TV business division as "hardware name", saying: "the value of Internet companies in pursuit of a number of users, individual users, and not willing to work hard on good hardware, good content and service leave good hardware to be castles in the air. "
So, what is a good hardware? I think, is a great display technology, and second, to add more design elements, such as: narrow borders, thin fuselage design, third, with excellent video/audio processing chips.
Due to Internet TV hit in the low-end market, therefore, from the point of display technology and design elements are not very different, are equipped with a 4K display technology, narrow borders, ultra thin design, dynamic backlight technology, so that here the author is no longer too many to enumerate here.
However, Liu Yaoping said storm TV based on the above details, as well as in terms of design, scenes, and many have been optimized. In addition, storm TV with Dolby's cooperation are worthy of consumer expectations.
And the hardware is on the concept of profit, choose the opposite on both sides.
Recognized by Internet companies such as millet, music video is "hardware free theory", namely hardware for free or profit, mainly relying on charging for content and services, therefore, from millet TV pricing system, comply with this idea.
Storm TV choices are valued by traditional TV companies "hardware profit" mode. Borrow Skyworth Liu Tang's statement that "iPhone 80% profits from hardware, 20% profit from the content and accessories, so hardware profit model will win out in the future. "
Finally, the author here do not want to discuss the two modes of right or wrong, but if the TV in the main cost of the storm at the same time, still profit on their hardware, believe, then, that no company was willing to "lose money earned."
Write at the end: TV as the storm formerly known as captain in the Haier TV, last year's sales of 410,000 units, already far exceeding 300,000 sets of millet TV. Then the storm TV why millet said TV thing? the main reason is, millet is too hot, too hot, too hot ... ... In fact, beyond the first step of millet are just storm TV, surrounded in the face of more than more than 10 Internet TV brand, and the encirclement of the traditional TV business can survive, is the key.
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