In the words of Alibaba's entertainment executives, the key to empowering the world is to use TV Eco Inside. So, what exactly is TV ecology? How is Alibaba Digital's practice of Inside's strategic concept?
What is Alibaba's entertainment?
Smart TV has grown wild. Apart from traditional TV companies, it has flooded into TV brands such as LeTV, Xiaomi, Little Whale, PPTV, Popularity, and Cool Open.
Xiao Bian believes that smart TV has tremendous potential for development under the backdrop of the home Internet, but objectively speaking, the entire industry is not on a sound development track. On the one hand, the pressure of survival makes low-quality price wars repeat, and the industry is on the brink of collective loss. On the other hand, apart from a few brands, most internet TV brands lack core competitiveness in systems, content, and operations. All aspects lack capacity.
Alibaba Digital Entertainment clearly sees this. According to Jia Wei, general manager of TV Alliance of Ali Digital Entertainment Division, the smart TV industry chain needs new changes. “The traditional hardware-based TV industry chain has undergone a qualitative change and evolved into today’s smart TV eco-industrial chain consisting of hardware + software + interaction + content + applications. This industry chain is not only becoming longer , and become more three-dimensional. Under such a big trend, no one company can independently complete the entire industry chain, it is inevitable that different companies to play their own advantages to complete." He said
What kind of role can Ali play in this growing industry chain? The answer to Alibaba Digital's entertainment is "helping the smart TV industry to rebuild its core competitiveness."
Specifically, in the aspect of user value, from a single passive video-based upgrade to content promotion and interaction in games, payments, social networking, and other scenarios, to meet the multi-level value needs of users; in terms of content, mass, multi-dimensional content Meet and match personalized home users. From big data, rely on Ali's big data resources and deep learning cloud computing capabilities to empower partners to make big data more accurate to serve people.
How about the TV Ecology Inside?
Ali has content, systems, big data, and cloud computing... But Ali's relative lack of hardware is despite the fact that the market of Tmall's box is performing well.
Well, for Ali, it is particularly critical to unite a group of TV brands to cut cakes for smart TVs. Therefore, Ali Digital Entertainment initiated the establishment of the future Smart TV Cooperation Alliance and launched the “TV Ecological Inside Project†with huge “ambitionâ€.
Ali's appeal naturally has no problem. At present, partners who have joined Alibaba's entertainment "TV Eco Inside Project" include Haier, Konka, Changhong, Hisense, Skyworth, Sharp, Philips, and Microwhale. “These big manufacturers are all traditional strong teams in the TV industry. They have both the brand's precipitation and the channel's layout. They also have superior hardware manufacturing capabilities and innovative technical capabilities. Ali's entertainment advantages can be very good. Integrate into and jointly promote the entire family entertainment service ecosystem upgrade." Jia Wei said.
Like Ali's slogan, "Let the world not have a difficult business", Alibaba Entertainment hopes to implement "TV Ecology Inside Project" to realize "makes the world not difficult to do smart TV."
At present, this plan has achieved some results. According to Nail Technology, Alibaba Digital Entertainment has developed 6 new smart TV products jointly developed with Haier, Konka, Changhong, Sharp, Philips, and Micro Whale. Such as Haier M52 series surface TV, equipped with Haier home networking and 4K private custom theater; Changhong E9 series 55-inch high-definition television can reach 5 seconds speed boot; Sharp MY83A series not only followed Sharp's excellent image quality performance, can stand voice empty Mouse remote control has achieved a perfect combination of voice and somatosensory technology and user experience ... The six smart TVs will be listed on the Tmall Double 11 Carnival this year.
In addition to cooperation with TV manufacturers, Alibaba Digital Entertainment has established long-term and stable cooperation with world-renowned main chip providers such as mst, aml, haisi, board partners, CVTE, audio and video, and Bluetooth software technology partners. They are the technical forces that Ali can not ignore in its strategy for the future Smart TV Alliance.
How to empower smart TV industry?
The reason why a number of TV manufacturers are willing to align with Ali is not to be impressed by the phrase "Let's make smart TVs that are not difficult to do in the world." What really impressed them must be the resources and empowerment of Ali.
According to Xiao Bian, Alibaba.com will focus on three aspects of content, smart upgrade, and integration services, and give full play to Alibaba's strengths and strengths to play a greater role in the continuous improvement and upgrading of the smart TV industry chain.
In terms of content, through the close cooperation with HUAQI and high-quality content providers such as CIBN and Youku, we will continue to expand the layout of the content around the key points of large-screen members of the film and television industry. Points, such as children, information, VR, self-made dramas and variety shows, and so on, in order to meet the user more and more personalized and diverse content needs.
In terms of smart upgrades, relying on the unique advantages of Alibaba's big data and cloud computing, we have been working with leading software and hardware technology partners to continuously invest in software and hardware functions, such as “seeing the edge X,†“thousand peopleâ€, and “speechâ€. "Intelligent System" and other innovations and landings are designed to allow users to enjoy the personalized big-screen entertainment services we provide more quickly and easily, so that every user will feel that this is the TV that best understands him.
In terms of integration services, Alibaba Entertainment will be closer to channel marketing advantages such as Tmall, Taobao, and rural Taobao, as well as UC, Ali Pictures, and Taobao. Tickets and other media matrix distribution advantages are more effectively integrated to help partners achieve brand value, market space, and maximize the value of collaborative business.
Jia Wei believes that in today's mainstream smart TV, content and hardware are inseparable, this new sales model will change the "when to buy TV to buy video members," bad user experience, promote "TV hardware + video content" become TV industry new ecology. This model is a double upgrade for users in terms of purchase and use experience. For Alibaba Digital Entertainment's TV hardware partners, it is able to leverage the rich channel resources provided by Alibaba Digital entertainment and Tmall platform, but also through Alibaba.com The spread of the media matrix will make the products more market competitive.