No industry has ever been so thoroughly subverted by competition in the Internet economy. The TV industry jumped out and said that it was second. It was believed that no industry dared to say that it was the boss. This may be the “sadness†of many traditional TV manufacturers forever. So suddenly rumors that mango "hard", mango TV to break into the Internet TV hardware, for many TV manufacturers, it is not a good feeling in my heart.
Mango TV wants to change the Internet TV format When Internet TV was first shouted out by LeTV in 2012, none of the traditional TV manufacturers would really take him seriously. Even LeTV's insiders have more or less different opinions. However, in the past four years, LeTV and Xiaomi joined forces with a textbook-style market expansion and cut a knife on the market cake of the TV industry. Afterwards, a large number of Internet brands flocked to the market and clamored for low-cost slogans in order to occupy more market share in a short period of time. At the same time, traditional TV manufacturers have also increased their follow-up in order to maintain market share, and the entire television industry is filled with smoke.
According to the latest data, the number of Internet TV brands in the market is close to 20, and the number has been equal to the total number of traditional brands. In terms of market share, according to the total omni channel data released by Ovid Cloud in 2016, the market share of internet brands' shares was close to 19%, an increase of 8 percentage points from last year. It is not difficult to see that it took less than four years for Internet brands to achieve a leap-forward development. The two major camps in the television industry are clearly divided.
At present, there are nearly 20 Internet TV brands Diversified competition has fully stimulated consumer demand. In 2016, the annual domestic retail volume of color TV reached a record 50 million units, an increase of 7.8% year-on-year, and the industry has ushered in the spring. However, this also means that the market competition in 2017 will be even more fierce.
However, in 2016, the occurrence of two major events in the industry, compared to the previously mentioned figures, laid the tone for the industry competition in 2017 to a certain extent. First, LeTV's diversification strategy was frustrated and many internet brands failed to achieve expectations. Secondly, due to the increase in the supply price of upstream panels, the overall price increase of Internet brands has profoundly demonstrated the principle that the things that make money and drink can not be realized. The competition of Internet TV is still a marathon competition. The competition threshold has been raised. The final competition is the comprehensive strength of each player, who can earn money to survive.
However, in fact, from the comparison of licenses, content, hardware, Internet operations, and liquidity capabilities, the high level of Internet TV homogenization in the market is the key to being tempted by the industry and consumers. Then, when the Internet TV industry enters the stage of deep-water games, who can pick up the banner of the development of the industry in 2017, who can stand out from the crowd and come to the fore and rely on what stands in the industry?
In the report on the 2016 China's video industry paid market recently released, as of December 2016, the number of paid users in the video industry in China has exceeded 75 million. This figure was only 22 million at the end of 2015. The growth rate of China's video paying subscribers was 241% year-on-year. The growth rate was 9 times that of the US market. In the report, it is estimated that in 2017 China's video paying users will exceed 100 million. Apart from hardware sales profits, a 100 billion-level paid market will be In front of you.
At the same time, there is a diversified development in terms of paid content: 1. Pay-per-view dramas increase by 7 times compared to the same period last year, and online dramas account for 5 cities. The online drama tomb notes set off a pay boom, Laoshan record opened the "first network background" broadcast mode; 2, the head self-made drama into the important force to pull the charge. From the public data, the top ten self-produced dramas are all paid content, the amount of playback accounts for 53% of the total network dramas broadcast in the year, and there are fewer fine dramas, but they can completely stimulate the payment and increase users' willingness to pay. Variety shows will become the next blue ocean of video payment.
The online drama Tomb notes set off a pay boom Summarizing, users are willing to pay for good content, high quality content is not much, variety is the next breakthrough, so good content is more valuable. Under such a trend, as one of the exports of online video, the full-scale outbreak of paid content consumption, the competition in the Internet TV industry will be fully deepened, and content, especially the content of the head, will become the core of competition.
Under such a big trend, a huge amount of video paying users can greatly promote the profitability of Internet TV companies. Even some of the phenomenon-level IP header contents can directly pull the sales of hardware. Compared with the PC side, smart TV users are more willing to pay. Such a large amount of video paying users can greatly promote the profitability of Internet TV companies. Therefore, the battlefields of major manufacturers have also shifted from prices to content. Compared with the PC-side, smart TV users are more willing to pay, and have become the main force for the growth of paying users.
2017 may be the first year of Internet TV content Internet TV content will inevitably be involved in the whirlpool of content. Similarly, the content has further stimulated the market potential of Internet TV, and perhaps 2017 is the first year of content of Internet TV.
Just at this critical time, on February 22, 2017, Mango TV officially joined hands with Skyworth, Gome, and Everbright Optimisation Fund to release the “Love Mango†brand of Internet TV hardware products under Mango TV in Beijing. Mango comes "hard".
High-quality content effectively promotes user increments. Increased users lead to an increase in marginal revenues on the platform. Platform revenues increase the input of content, resulting in better quality content and a similarly sound system of snowballing. This may be the scientific explanation of content ecology.
The competition of domestic video websites dates back to 2005. With more than ten years of Ebb Tide, there are only less than ten companies competing from up to several hundreds of platforms, and Mango TV is a “sub-adult†in the video website industry. Within this year, the number of independent visits of 50 million per month, and the rapid rise of Mango TV, are fully proud of the mango's content strategy.
Single broadcast + self-made is the biggest magic weapon for mango TV Two years ago, Mango TV announced in a high-profile manner that Hunan Satellite TV's explosions variety shows where Daddy went, I was a singer, Happy Camp, Daily, Flowers and teenagers recovered distribution rights from 2015 and can only be watched on Mango TV. At one time, it attracted wide attention from the video and broadcasting industries. TV Xianggan dared to fight, reflecting the firm determination of Mango TV's independence. After the tax, the mango TV platform used good market performance to dispel doubts from the outside world. With 47 million live subscribers and 400 million mobile subscribers, Mango TV has successfully entered the first camp of the video industry. It can be said that Mango TV won the last ticket in the online video industry.
Where does Daddy go and other variety shows are homemade content strategies promoted by Mango TV? Immediately afterwards, Mango TV promoted a self-produced content strategy. The trump card programs where Daddy went, Mamma Superman, and Gold Bachelor were also transformed into netgames, making the self-made Mango TV the second-most fundamental strategy in addition to broadcasting alone. In 2016, Mango TV activated the famous Super Girl brand of Mango Taiwan, and in 2017, it will make the fast male brand full of blood and start again.
Under the impetus of Taiwan's network linkage, Mango TV has emerged as the first platform for the veritable net.
Love Mango TV, as Hunan TV's TV broadcast channel, owns the exclusive broadcasting rights of Hunan TV's own copyrighted content. In respect of variety shows, Aiman ​​TV will in-depth operate the Hunan TV Ace and New Variety Arts. In 2017, Hunan Satellite TV Ace Variety I am a singer 5 real man 3 3 where is my father 5 Happy Camp every day Upwards Happy Boys, etc., We have come to New Variety Variety We want to sing with you 2 stars Big detective 2 successors etc. will be in love Mango TV Single broadcast. In addition, Love Mango TV will create millions of seconds to answer questions 2 He Meng Meng completely released my wonderful love of homemade tricks such as juvenile deformation meter and other homemade variety shows. In the drama series, the 2017 “mango drama†of mango includes the masterpieces of the masterpieces that can be held in the same name as the album, the good-bye words of the ultra-popular romantic IP self-made drama, the imaginary riders of youth inspirational idols, and the original drama of Yu Xuan’s original fantasy love. Semi-Enchanting Allure 2, while continuing to promote the cooperation with the industry platform makers, won the sea animal husbandry in mind, choose in mind, human taste is Qinghuan, special secret elite, if you can love this and other hot episodes of the right to broadcast.
It can be seen that, with regard to the quantity and quality of content, Ai Mango TV has taken advantage of mango TV's powerful strength in the content of IP heads and has given up its competitors to have a leading edge.
From the perspective of the development of Internet TV, there are still three key factors that plague the development of individual companies: one is license, second is traffic, and third is service. But precisely this problem has instead become the comparative advantage of Mango TV:
First of all, Mango TV is the holder of the Internet TV broadcast control license and content license of the State Administration of Radio, Film and Television, and the inherent characteristics of the radio and television broadcast organization ensure that it is least affected by the policy. This is an advantage that other brands cannot match.
Secondly, the brand influence and reputation of Mango TV is the first brand of living room entertainment. As the nation's largest satellite TV platform to upgrade Hunan Satellite TV, as the industry's first comprehensive platform Mango TV, the influence of young fans is very impressive. At the same time, the full platform advantage of Mango TV can provide ample traffic protection for the sales of Love Mango TV.
Finally, Mango TV has provided services to more than 50 million OTT terminals and has extensive experience in content operations. At the same time, the strong support of Skyworth and Gome ensured the entire industry chain ecology of hardware products from design to sales. Everbright, as the national team, supported the funds and will support the promotion of brand promotion and marketing channels.
The tuyote came and the mango was hard The surging tide of the Internet economy has surged. Content consumption upgrades have led to blowouts in the payment market for movies, entertainment and entertainment. Content, especially the ability to realize the IP content of the head, is expected to radiate the entire content industry and peripheral industries. As the industry with the most close video industry, Internet TV is also expected to usher in even greater changes. Over the past few years, Mango TV has proven its full grasp of the timing of the market and its competitive strategy, as well as its strong execution capability.
Do a good job of the content, do a good job of hardware, realize the content in the channel, realize the curve overtaking, Mango TV in the next game. The tuyote came and the mango was hard, and it could stand at the height of BAT, just in 2017.
Mango TV wants to change the Internet TV format
According to the latest data, the number of Internet TV brands in the market is close to 20, and the number has been equal to the total number of traditional brands. In terms of market share, according to the total omni channel data released by Ovid Cloud in 2016, the market share of internet brands' shares was close to 19%, an increase of 8 percentage points from last year. It is not difficult to see that it took less than four years for Internet brands to achieve a leap-forward development. The two major camps in the television industry are clearly divided.
At present, there are nearly 20 Internet TV brands
However, in 2016, the occurrence of two major events in the industry, compared to the previously mentioned figures, laid the tone for the industry competition in 2017 to a certain extent. First, LeTV's diversification strategy was frustrated and many internet brands failed to achieve expectations. Secondly, due to the increase in the supply price of upstream panels, the overall price increase of Internet brands has profoundly demonstrated the principle that the things that make money and drink can not be realized. The competition of Internet TV is still a marathon competition. The competition threshold has been raised. The final competition is the comprehensive strength of each player, who can earn money to survive.
However, in fact, from the comparison of licenses, content, hardware, Internet operations, and liquidity capabilities, the high level of Internet TV homogenization in the market is the key to being tempted by the industry and consumers. Then, when the Internet TV industry enters the stage of deep-water games, who can pick up the banner of the development of the industry in 2017, who can stand out from the crowd and come to the fore and rely on what stands in the industry?
In the report on the 2016 China's video industry paid market recently released, as of December 2016, the number of paid users in the video industry in China has exceeded 75 million. This figure was only 22 million at the end of 2015. The growth rate of China's video paying subscribers was 241% year-on-year. The growth rate was 9 times that of the US market. In the report, it is estimated that in 2017 China's video paying users will exceed 100 million. Apart from hardware sales profits, a 100 billion-level paid market will be In front of you.
At the same time, there is a diversified development in terms of paid content: 1. Pay-per-view dramas increase by 7 times compared to the same period last year, and online dramas account for 5 cities. The online drama tomb notes set off a pay boom, Laoshan record opened the "first network background" broadcast mode; 2, the head self-made drama into the important force to pull the charge. From the public data, the top ten self-produced dramas are all paid content, the amount of playback accounts for 53% of the total network dramas broadcast in the year, and there are fewer fine dramas, but they can completely stimulate the payment and increase users' willingness to pay. Variety shows will become the next blue ocean of video payment.
The online drama Tomb notes set off a pay boom
Under such a big trend, a huge amount of video paying users can greatly promote the profitability of Internet TV companies. Even some of the phenomenon-level IP header contents can directly pull the sales of hardware. Compared with the PC side, smart TV users are more willing to pay. Such a large amount of video paying users can greatly promote the profitability of Internet TV companies. Therefore, the battlefields of major manufacturers have also shifted from prices to content. Compared with the PC-side, smart TV users are more willing to pay, and have become the main force for the growth of paying users.
2017 may be the first year of Internet TV content
Just at this critical time, on February 22, 2017, Mango TV officially joined hands with Skyworth, Gome, and Everbright Optimisation Fund to release the “Love Mango†brand of Internet TV hardware products under Mango TV in Beijing. Mango comes "hard".
High-quality content effectively promotes user increments. Increased users lead to an increase in marginal revenues on the platform. Platform revenues increase the input of content, resulting in better quality content and a similarly sound system of snowballing. This may be the scientific explanation of content ecology.
The competition of domestic video websites dates back to 2005. With more than ten years of Ebb Tide, there are only less than ten companies competing from up to several hundreds of platforms, and Mango TV is a “sub-adult†in the video website industry. Within this year, the number of independent visits of 50 million per month, and the rapid rise of Mango TV, are fully proud of the mango's content strategy.
Single broadcast + self-made is the biggest magic weapon for mango TV
Where does Daddy go and other variety shows are homemade content strategies promoted by Mango TV?
Under the impetus of Taiwan's network linkage, Mango TV has emerged as the first platform for the veritable net.
Love Mango TV, as Hunan TV's TV broadcast channel, owns the exclusive broadcasting rights of Hunan TV's own copyrighted content. In respect of variety shows, Aiman ​​TV will in-depth operate the Hunan TV Ace and New Variety Arts. In 2017, Hunan Satellite TV Ace Variety I am a singer 5 real man 3 3 where is my father 5 Happy Camp every day Upwards Happy Boys, etc., We have come to New Variety Variety We want to sing with you 2 stars Big detective 2 successors etc. will be in love Mango TV Single broadcast. In addition, Love Mango TV will create millions of seconds to answer questions 2 He Meng Meng completely released my wonderful love of homemade tricks such as juvenile deformation meter and other homemade variety shows. In the drama series, the 2017 “mango drama†of mango includes the masterpieces of the masterpieces that can be held in the same name as the album, the good-bye words of the ultra-popular romantic IP self-made drama, the imaginary riders of youth inspirational idols, and the original drama of Yu Xuan’s original fantasy love. Semi-Enchanting Allure 2, while continuing to promote the cooperation with the industry platform makers, won the sea animal husbandry in mind, choose in mind, human taste is Qinghuan, special secret elite, if you can love this and other hot episodes of the right to broadcast.
It can be seen that, with regard to the quantity and quality of content, Ai Mango TV has taken advantage of mango TV's powerful strength in the content of IP heads and has given up its competitors to have a leading edge.
From the perspective of the development of Internet TV, there are still three key factors that plague the development of individual companies: one is license, second is traffic, and third is service. But precisely this problem has instead become the comparative advantage of Mango TV:
First of all, Mango TV is the holder of the Internet TV broadcast control license and content license of the State Administration of Radio, Film and Television, and the inherent characteristics of the radio and television broadcast organization ensure that it is least affected by the policy. This is an advantage that other brands cannot match.
Secondly, the brand influence and reputation of Mango TV is the first brand of living room entertainment. As the nation's largest satellite TV platform to upgrade Hunan Satellite TV, as the industry's first comprehensive platform Mango TV, the influence of young fans is very impressive. At the same time, the full platform advantage of Mango TV can provide ample traffic protection for the sales of Love Mango TV.
Finally, Mango TV has provided services to more than 50 million OTT terminals and has extensive experience in content operations. At the same time, the strong support of Skyworth and Gome ensured the entire industry chain ecology of hardware products from design to sales. Everbright, as the national team, supported the funds and will support the promotion of brand promotion and marketing channels.
The tuyote came and the mango was hard
Do a good job of the content, do a good job of hardware, realize the content in the channel, realize the curve overtaking, Mango TV in the next game. The tuyote came and the mango was hard, and it could stand at the height of BAT, just in 2017.
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