Tencent wants to push its own brand of TV? Will someone sell it? This is indeed a nerve-racking topic. Yesterday's Lantern Festival, several heavy news came out: Tencent got involved in a drone! Tencent wanted to be a smart TV! It seems that Pony has not been idle for two sessions, and various pages have been occupied.
Although it is still unconfirmed, when it comes to BAT, it always attracts the attention of the entire nation. Even if it only smells a hint of trouble, it seems that each BAT involved in an industry has always produced some changes, patterns, or capital, or speed of development in this market. Reminiscent of Ali’s recent share of light, Bit Jun talked with everyone about Tencent’s smart TV.
According to various sources, in 2015, Tencent will launch a "living room department" independently from the entertainment department to launch a smart TV and compete in the living room. In fact, Tencent to push brand smart TV, it is not accidental, there are three reasons: First, the living room terminal sooner or later to occupy a pit, either alone or to find helper; Second, Ali, 360, millet, Baidu, etc. are eager to try on the terminal, Only Tencent has not been moved, which means losing opportunities. Third, Tencent has the genes of the community and the fans, and it is most appropriate to push exclusive privileged products. It is a pity if we do not get involved.
Of course, the name of the “living room†that has been circulated is a bit low, but this name is almost straightforward and the nature is plain. To be blunt, being a smart TV is a challenge for the living room entrance game. The “penguin card†TV that may appear in the future. Do you expect it?
Various active smart TVs, Tencent did not idle!
With the rise of the smart home appliance smart life industry, smart TV is on the rise, standing on the air! Although the industry's overall competition has been very cruel, but still involved in the company is still coming! Internet companies have also targeted your living room , How can such a strong entrance to the living room Tencent possibly missed!
In June 2013, LeTV released Super TV; in September, Xiaomi launched Xiaomi TV; in the same month, Baiqi’s iQIYI also launched T-shirt with iqiyi TV; Alibaba made a joint venture with Youku and Huaqiao, and joined forces with November 2014. Haier launched "Haier Ali TV."
Similarly, Tencent has cooperated with TV manufacturers several times: In August 2014, Tencent and Konka launched a game-playing TV; in October of the same year, TCL and Konka reconnected with Internet TV; at the end of the year, Tencent released "QQ Things". The social intelligence hardware open platform, and the partners are terminal giants; in January of this year, Konka Smart TV became the first TV brand to formally launch the QQ IOT platform.
The Internet is involved in different ways of smart TV
Regardless of whether it is a TV, a box, or any other auxiliary equipment, Internet companies do these products in order to occupy the living room market! These cross-industry companies are looking at the value of TV's entrance instead of traditional hardware sales. Content providers, channels, licensees, and other parties have joined forces to form a new ecology in the color TV industry. Internet companies have chosen different methods based on their own advantages.
The first type of enterprises is to use Internet marketing models and channels, and use their own resources to launch their own brand products. With LeTV and Xiaomi as representatives, the ecosystem that “does not rely on hardware to make money†and “platform+content+terminal+application†has become a new business model.
The second type of companies do not perform hardware production, but rely on their own content or platform advantages to cooperate with existing vendors. For instance, iQiyi and TCL are expected to achieve profitability through content; Alibaba launches a smart TV operating system and jointly launches a smart TV with built-in “Ali os system†with Skyworth.
The third category is based on the original Internet industry, the business will be expanded to smart TV hardware manufacturing companies. A typical business representative is Lenovo.
"Penguin card" TV, can you break out?
Letv and Xiaomi "create their own ecological environment." Baidu Ali took advantage of external forces. The smart TV market has been nurtured by the Internet companies for more than two years. The market landscape has gradually matured. Tencent's intervention at this time, can not get a share, to be simple bite to see Jun.
From the hardware point of view, Baidu and Ali have chosen the model of cooperation and mutual benefit with existing manufacturers. If Tencent is involved in smart TV, it is most likely to take the cooperative OEM route. So, which color TV company is more suitable? Talking about this, Bit Jun recalls the previous rumors of Tencent's stake in Konka, the two have a geographical relationship, and in Shenzhen, and Konka to be in the word, with the BAT millet 360 has not yet "connected "Together, we are also actively seeking breakthroughs, and the two are marrying in time and place.
From the gameplay point of view, if the brand of smart TV Tencent, if you take the conventional route, it is difficult to break through. So can you create a privileged, exclusive smart TV out, and Tencent's games, WeChat, QQ and other products tied together to create a new sub-category, but worth the wait. In connection with the previous WeChat Barrage TV and the use of WeChat as a living room control center for smart homes, it is not difficult for Tencent to create a personalized smart TV.
From the content point of view, every smart TV manufacturer is trying to grab content as much as possible. Alibaba and Hua Digital Media have reached a strategic cooperation and this year they have also joined the stock media, highlighting Ali's e-commerce + TV strategy. For smart TV users, the demand for video, games, education, and medical care is strong. Tencent invests in videos, medical care, education, and other fields. There are many cards that can be played in the hands of smart TVs. Implement user coverage and connectivity.
From the perspective of user attributes, Tencent started as a community and a fan, and value-added services such as QQ Show were once the experts. Today's smart TV products just need the injection of genes such as communities and fans. Even Lokshi and Xiaomi played flattery on high-rise buildings. Tencent, the most genetic company, has retreated. It is worth thinking about. Imagine that Tencent TV can build a scenario that creates a stronger interactive relationship with users, enhances the user experience, and can transform massive users into the past. Selling millions of televisions should be no problem.
In fact, Bit Jun thinks that the essence of smart TV is very simple: it is to solve all the problems that humans want to solve when they lie lazily on the sofa! To play a game, watch movies, medical care, education, and life services, everything is credible. However, for Tencent, the food has its place, except for the shortage of sites. When Alibaba, Baidu, Xiaomi, Youku, and Iqiyi all pull together to take over the hills, the space reserved for Tencent has become smaller and smaller!
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