After replacing the senior management layer, pptv Juli (hereinafter referred to as PPTV) released a brand new strategy on July 29th. He wanted to open up the TV end of Suning Cloud Business (hereinafter referred to as Suning) through hardware, software and content. The reporter was informed that Suning planned to invest more than 1 billion yuan in the PPTV project at the beginning of this year. It is expected that the sales of PPTV TV will reach 1 million units this year.
It is worth noting that PPTV announced today its stake in Suning Films, while PPTV Sports has split up and developed independently. Relying on the major shareholder Suning, PPTV will have a greater layout in content, in order to enhance the user's stickiness in the fierce competition of video sites. Suning is expected to become the first domestic Internet retail company to open up a closed loop of "hardware + content + service + e-commerce".
Released three new smart TV products
At the press conference held in Nanjing today, PPTV announced that it has formally joined the television eco-industry and launched three new 4K smart TV products. It is expected that the annual sales volume will reach 1 million units. In addition, a 4K smart set-top box will be introduced.
PPTV's smart TV will be sold exclusively by Suning. In terms of price, the newly released PPTV-55T is priced at 4,999 yuan, the 55P smart TV is 3,599 yuan, and the 43P smart TV is as low as 1,799 yuan. Facing the hidden price war, Fan Zhijun, chairman of the PPTV Cohesion Management Committee, said that PPTV's main profit comes from follow-up services, such as software upgrades.
Recently, Suning has signed purchase orders of 35 billion yuan with major color TV giants. How to coordinate the relationship between PPTV TV and other TV brands is also a major challenge. In response, Chang Jiang, general manager of the PPTV television program, said that consumers who purchase PPTV smart TV at this stage will receive additional subsidies provided by Suning.
For Xiaomi and LeTV, who are also cross-border players in the television ecosystem, Fan Zhijun said that there is not much competition. He believes that PPTV also has the advantages of intelligent hardware and content; Xiaomi has strong capabilities in smart hardware, but it does not belong to their own content, LeTV is just the opposite.
Sports "single flight" and stake in Suning Films
TV competition has become heated and the vice president of PPTV, Jiang Xianheng, said that PPTV's smart TVs mainly rely on content and services to attract consumers.
PPTV has announced the establishment of a brand-new PPTV sports company on July 13th. Fan Zhijun, chairman of the PPTV Juli Management Committee, will be the CEO of the sports company. This press conference has also attracted attention for the first time since the establishment of the PPTV Sports Company.
According to executive vice general manager Dong Jiao of PPTV Sports Co., Ltd., PPTV Sports will enter the upstream and downstream sports industry, and strive to become China's premier sports industry sports industry company. Dong Liu revealed that the industrial layout of PPTV Sports in the future will cover six major sectors, including all-media platform construction, event operations, sports training, sports intelligence, sports finance and sports investment.
In terms of content and product planning, PPTV Sports will expand its television, print and other media sports content products based on high-quality sports video services. Dong Liu stated that PPTV will develop autonomous competitions and operate top-level events at the same time. The three vertical areas of football, running, and chess will be the focus of PPTV Sports' first effort in the second half of this year.
In addition to sports, PPTV announced today that it will invest in Suning Films and build a film and television industry chain. It will create unique advantages by investing in movie theaters, dramas, and home-made dramas to enrich video content.
Create PPOS TV ecosystem
In order to better reflect its own advantages, PPTV will also launch PP cloud. In order to create the PPOS ecosystem, the smart hardware that PPTV and Suning are concerned with are not just products of their own brands. The conference site also announced a number of smart TV manufacturers including Samsung, LG, Philips, Konka, Changhong, and Haier to start adapting PPOS systems.
From the perspective of industry stakeholders, the quality of high-definition content, the new-generation systems and control experience, and the Suning e-commerce TV shopping experience possessed by the PPOS smart TV ecosystem will all become powerful forces that can rewrite markets and industries.
In the first half of 2015, PPTV's subscriber growth rate was eight times that of the previous month, with 240 million monthly subscribers and 4.4 million paid subscribers, an annual increase of 267%. Plays 9476 hours per day.
From a profit perspective, PPTV has lowered Suning's profits in the past two years. For this, Chang Jiang, general manager of the PPTV TV project, said, "This is just a strategic layout." It is understood that in order to create its own ecosystem, Suning plans to invest more than 1 billion yuan in PPTV projects at the beginning of the year and it will increase.
Fan Zhijun said that Suning and PPTV have begun to enter the stage of mutual benefit. Suning not only provided strong channel support for PPTV. Suning provided reliable data in helping PPTV product development and upgrade. PPTV will also guide consumers' consumption habits by interacting with consumers on TV and promote Suning's development on TV.
According to Suning's strategic plan, the success of O2O (online, offline, and offline) is marked by the "four-terminal" integration, where stores, PCs, mobiles, and TVs interact, and PPTV is the most important part of four-terminal integration. .
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