618 will approach, the television circle into a "buy hard to send hard" and "buy hard to send soft" dispute. LeTV claimed that the hardware era of free time has arrived, "buy members send hardware" to burst, Skyworth held a "send content, we come true" conference, the joint Tencent Penguin TV sounded good content hit the hardware manufacturer.
Once TV industry Internet brands and traditional TVs have their own strengths, and Internet brands are fighting for soft power such as content services, traditional TVs have absolute strength in the hardware and supply chain. Now that this delicate balance has been broken, traditional TV companies have begun to lay out their content and do a good job of TV.
First of all, from the perspective of consumer spending, "buy hard to send soft" than "buy soft to send hard" approach is more real. Insiders pointed out that LeTV allows users to purchase members and other services at a price several times higher than their actual value. The essence of the service is to disguise and collect hardware money through content and service charges. For example, LeTV's hardware price for a certain product 1999, content charge 2287, Consumers also pay for hardware when paying for content, which is superficially free and actually more expensive.
Obviously, the hardware cost of LeTV has already been included in the membership fees. The so-called "white delivery" is actually just a marketing gimmick that disguised hardware costs. Behind the hardware free marketing strategy, LeTV also has a hidden trick to cultivate user content payment usage habits. Nominally, the user's money is only purchased for services rather than for hardware.
In addition to its monopoly of self-produced content, excluding other content providers, if they do not open their own membership, hardware equipment becomes a "brick", forcing users to ensure the continued purchase of their content and services.
However, this effort to cultivate the habit of paying for content has not been favored. The first lesson is to call for paid music for many years. However, although major record companies have spent many years planning, the market’s hands have still failed to divest users’ money, and ultimately rely on the government's one-past paper order to form a partial payment today.
Some people in the industry pointed out that LeTV has always been a game market with a high and low price strategy. The hardware is free. The user must purchase LeTV membership service for at least one year. This cost has deducted a lot of hardware costs. However, LeTV’s purpose is to use value-added services in exchange for user’s recognition of content and to foster user’s stickiness in its content and services. This requires LeTV to maintain its member service’s liquidity and high confidence in its sustainable growth potential. A huge amount of hardware costs are in short supply.
For a long time most people uphold the concept of “one penny and one goodsâ€. LeTV’s “hardware free†is contrary to it. Consumers will inevitably have doubts about the quality of free hardware.
In addition to LeTV, Xiaomi, PPTV, and Micro-Whale have all released smart TVs this summer. They also feature content cards. The industry calls this an "OTT" model and the competition for content has reached a new height. It is not difficult to find that the above-mentioned companies are all born in Internet companies and have no experience in hardware manufacturing. Therefore, while speculating on the content, they are actually brainwashing consumers in disguised form. When people watch the battle for content, the subconscious mind is instilling such a premise. That is, content has become the most important standard for measuring a television, and the degree of importance has already passed the ontology that carries the content—hardware.
According to industry insiders, “The importance of content is constantly being emphasized, which directly brings the TV industry “with no minimum, only lower†price competition. With TVs of the same size and size, the price gap can reach thousands, and it leaves me The impression is that hardware can be completely ignored!"
In fact, in terms of the analogy of the mobile phone industry, regardless of the extreme operating experience of a mobile phone, the basic indicators such as signal and endurance are still inevitably checked, and the difficulties in guaranteeing the quality of call and life are still plagued by certain mobile phones that are known as internet thinking. Brand.
Insiders pointed out that the hardware manufacturing industry chain includes research and development, raw materials, processing, transportation, installation, operation, maintenance, replacement, and other aspects, and charging at an appropriate rate can effectively maintain the normal operation of the product line. If it is free, the various costs it generates will inevitably be transferred to the service items that are charged. This requires that the value-added services have strong premium ability and sustainable profitability. From the economic theory, it is very difficult to practice.
In the TV field, one-sided emphasis on content has led to the inherent shortcomings of Internet TV. LeTV and other Internet TVs are criticized for their hardware, and hardware problems are constantly emerging. They are plagued by negative information such as delivery doors and aftermarket doors. The large number of product quality incidents were caused by the way of OEM, and there was no loss of quality control capacity caused by the production line. TV as a durable product, users in addition to concern about quality configuration, after-sales service is an important factor considered by the user, imperfect after-sales service will bring users many problems that cannot be solved, and outsourcing to third parties to do the same hidden dangers frequently, Once the outsourcing cooperation has ended, it is difficult to purchase and use after-sales accessories. There is no guarantee that problems will be solved.
Therefore, good hardware + good content can bring the best user experience. On the contrary, Skyworth has accumulated in hardware for many years. The good content relies on the massive copyright resources of Tencent resources and more than 6 million hours of rich content, including almost all of 2016's most popular TV dramas, 2015-2016's most anticipated movie list, Weibo's hottest variety topics, and classics. Hot beauty drama list. It also lays a solid foundation for LeTV's shortcomings such as original programming, micro-films, and short films.
In fact, no matter from the content to the hardware or from the hardware to the content, whoever can smoothly take this two-leg road, who will be able to laugh at the end, it seems that Skyworth has been at the forefront of the industry.
Once TV industry Internet brands and traditional TVs have their own strengths, and Internet brands are fighting for soft power such as content services, traditional TVs have absolute strength in the hardware and supply chain. Now that this delicate balance has been broken, traditional TV companies have begun to lay out their content and do a good job of TV.
First of all, from the perspective of consumer spending, "buy hard to send soft" than "buy soft to send hard" approach is more real. Insiders pointed out that LeTV allows users to purchase members and other services at a price several times higher than their actual value. The essence of the service is to disguise and collect hardware money through content and service charges. For example, LeTV's hardware price for a certain product 1999, content charge 2287, Consumers also pay for hardware when paying for content, which is superficially free and actually more expensive.
Obviously, the hardware cost of LeTV has already been included in the membership fees. The so-called "white delivery" is actually just a marketing gimmick that disguised hardware costs. Behind the hardware free marketing strategy, LeTV also has a hidden trick to cultivate user content payment usage habits. Nominally, the user's money is only purchased for services rather than for hardware.
In addition to its monopoly of self-produced content, excluding other content providers, if they do not open their own membership, hardware equipment becomes a "brick", forcing users to ensure the continued purchase of their content and services.
However, this effort to cultivate the habit of paying for content has not been favored. The first lesson is to call for paid music for many years. However, although major record companies have spent many years planning, the market’s hands have still failed to divest users’ money, and ultimately rely on the government's one-past paper order to form a partial payment today.
Some people in the industry pointed out that LeTV has always been a game market with a high and low price strategy. The hardware is free. The user must purchase LeTV membership service for at least one year. This cost has deducted a lot of hardware costs. However, LeTV’s purpose is to use value-added services in exchange for user’s recognition of content and to foster user’s stickiness in its content and services. This requires LeTV to maintain its member service’s liquidity and high confidence in its sustainable growth potential. A huge amount of hardware costs are in short supply.
For a long time most people uphold the concept of “one penny and one goodsâ€. LeTV’s “hardware free†is contrary to it. Consumers will inevitably have doubts about the quality of free hardware.
In addition to LeTV, Xiaomi, PPTV, and Micro-Whale have all released smart TVs this summer. They also feature content cards. The industry calls this an "OTT" model and the competition for content has reached a new height. It is not difficult to find that the above-mentioned companies are all born in Internet companies and have no experience in hardware manufacturing. Therefore, while speculating on the content, they are actually brainwashing consumers in disguised form. When people watch the battle for content, the subconscious mind is instilling such a premise. That is, content has become the most important standard for measuring a television, and the degree of importance has already passed the ontology that carries the content—hardware.
According to industry insiders, “The importance of content is constantly being emphasized, which directly brings the TV industry “with no minimum, only lower†price competition. With TVs of the same size and size, the price gap can reach thousands, and it leaves me The impression is that hardware can be completely ignored!"
In fact, in terms of the analogy of the mobile phone industry, regardless of the extreme operating experience of a mobile phone, the basic indicators such as signal and endurance are still inevitably checked, and the difficulties in guaranteeing the quality of call and life are still plagued by certain mobile phones that are known as internet thinking. Brand.
Insiders pointed out that the hardware manufacturing industry chain includes research and development, raw materials, processing, transportation, installation, operation, maintenance, replacement, and other aspects, and charging at an appropriate rate can effectively maintain the normal operation of the product line. If it is free, the various costs it generates will inevitably be transferred to the service items that are charged. This requires that the value-added services have strong premium ability and sustainable profitability. From the economic theory, it is very difficult to practice.
In the TV field, one-sided emphasis on content has led to the inherent shortcomings of Internet TV. LeTV and other Internet TVs are criticized for their hardware, and hardware problems are constantly emerging. They are plagued by negative information such as delivery doors and aftermarket doors. The large number of product quality incidents were caused by the way of OEM, and there was no loss of quality control capacity caused by the production line. TV as a durable product, users in addition to concern about quality configuration, after-sales service is an important factor considered by the user, imperfect after-sales service will bring users many problems that cannot be solved, and outsourcing to third parties to do the same hidden dangers frequently, Once the outsourcing cooperation has ended, it is difficult to purchase and use after-sales accessories. There is no guarantee that problems will be solved.
Therefore, good hardware + good content can bring the best user experience. On the contrary, Skyworth has accumulated in hardware for many years. The good content relies on the massive copyright resources of Tencent resources and more than 6 million hours of rich content, including almost all of 2016's most popular TV dramas, 2015-2016's most anticipated movie list, Weibo's hottest variety topics, and classics. Hot beauty drama list. It also lays a solid foundation for LeTV's shortcomings such as original programming, micro-films, and short films.
In fact, no matter from the content to the hardware or from the hardware to the content, whoever can smoothly take this two-leg road, who will be able to laugh at the end, it seems that Skyworth has been at the forefront of the industry.
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