Huanwang Technology Annual Review: Fulfilling social responsibility, shining "billions" of screens help the industry move forward

In a blink of an eye, 2020 is coming to an end. Due to the impact of the epidemic, all walks of life have encountered a winter test this year, but things always develop in a spiral with twists and turns, and the pressure of the epidemic has also become a new driving force for many industries to shift gears and move forward.

Taking the OTT large-screen industry as an example, in the early stage of the epidemic, its average daily active rate reached 52%, a year-on-year increase of 15.6%. Relevant reports from research institutions also show that due to the formation of viewing habits, China's OTT market will show a long-term growth trend, and the compound annual growth rate will reach 5.2% in the next few years.

In this context, when we look at the entire OTT industry again, we will find that the overall upward trend of the industry is due to objective factors, but it is also inseparable from the strong progress of industry members. For example, smart large-screen operation and marketing service providers such as Huanwang Technology have brought many surprises to the industry in this extraordinary year.

Smart big screens fight against the epidemic

The sudden outbreak of the epidemic has forced us to stay at home, which has objectively brought a wave of traffic dividends to OTT large screens. However, in addition to the traffic dividends, China's large screen companies are more concerned about how to practice social responsibility and fight the epidemic together. At the beginning of this year, Huanwang Technology actively participated in the large screen fight against the epidemic public welfare linkage event initiated by the CAAC Smart Large Screen Marketing Research Institute, and jointly created an anti-epidemic network with 11 satellite TV stations, and promptly launched the epidemic headlines on Huanwang smart terminals to deliver relevant information about the epidemic in real time.

As the most credible content transmission hub in the home scenario, large-screen TVs have fully demonstrated their role as a stabilizer of public opinion during the epidemic. Huanwang Technology's large-screen terminals broadcast the "war against the epidemic" every day. While strongly supporting anti-epidemic propaganda, it also brought a firm belief in victory to Huanwang's hundreds of millions of home users.

In addition to helping to stabilize people's hearts through communication, in order to better empower economic recovery, Huanwang Technology has also fully leveraged the strong radiation power of its large-screen marketing, joined hands with 13 media outlets, and actively carried out public welfare actions for brands that participated in anti-epidemic donations, conveying the power of love through multi-dimensional exposure on home large screens.

In this event, Huanwang Technology, together with terminal manufacturers and operators such as TCL, Changhong, Toshiba, Sanyo, and Skyworth Digital, provided hard-core resources such as startup advertisements free of charge based on its resource advantages, becoming an important support for the fight against the epidemic.

“Qingzhe Plan” helps consumption recovery

After the epidemic, although society began to gradually resume operations, the entire consumer market was not fully operational due to the pressure of the overall recovery progress. According to iResearch Consulting, three months after the end of the epidemic, the average consumption level of Chinese residents was still lower than that in 2019. During this period, marketing, as an important tool to reverse the sluggish consumption trend, played an important role in promoting it.

Marketing is a means, and ultimately it is to stimulate consumers' potential needs and connect consumers and consumer products together organically. Based on this concept, Huanwang Technology took advantage of the situation and launched the "Jingzhe Plan". Simply put, the Jingzhe Plan is for Huanwang Technology to give full play to its advantage of large-scale user radiation on large screens, and at the same time provide customized solutions for brand needs based on the four major modules of products, resources, data, and operations. Marketing solutions such as large-screen online exhibition halls, large-screen precision marketing, and store user traffic diversion have been launched one after another.

Taking Walmart store user traffic as an example, in order to effectively reach urban household users, Huanwang Technology, based on its self-developed large-screen LBS technology, radiates Walmart's marketing content to Huanwang users within 3 kilometers of Walmart stores nationwide. At the same time, Huanwang Technology will also provide Walmart with a combination of two highly exposed advertising resources, boot ads + panoramic posters, based on the smart large-screen Reach data inference model, to achieve 4+ frequency control delivery and strengthen marketing information.

It is understood that during the marketing cooperation with Walmart, Huanwang's large screens reached more than 11.25 million people, with Shenzhen, Chengdu and Shanghai ranking the top three. Gouzheng data shows that under Huanwang Technology's targeted recommendations, Walmart's marketing content reaches significantly more female users than male users - because the former are the consumer decision-makers in the supermarket retail category in the family. In addition, the people reached are also obviously concentrated in the 25-54 age group, with high education and high income, which has also greatly promoted the conversion of consumption.

Although the "Jingzhe Plan" is a new marketing model launched in response to the special environment of the epidemic, considering the actual needs of advertisers and consumers, targeted content can obviously satisfy both groups at the same time. Therefore, Huanwang Technology has actually explored a new large-screen content marketing method.

Give full play to the credibility of the big screen and report on the two sessions

In the wave of Internet decentralization, smartphones have become the darling of the times by occupying fragmented time. However, it cannot be ignored that due to the inertial cognition, in most people's minds, the attribute of smartphones is more entertainment, and the large screen in the living room is the truly credible channel for obtaining information.

Huanwang Technology, which affects hundreds of millions of large-screen users, is clearly consciously strengthening this awareness. During the fight against the epidemic, it actively reported on epidemic prevention and control to help users establish a belief in victory. In the highly anticipated 2020 National People's Congress and the Chinese People's Political Consultative Conference, Huanwang Technology once again played the main theme and cooperated with People's Technology to create a special page "Enter the Two Sessions" on the "Zero Channel", disseminating the content of the Two Sessions through real-time updates and key recommendations.

It is worth noting that, unlike traditional one-way communication, since the Two Sessions involve all aspects of people's livelihood, Huanwang Technology has also set up a "Two Sessions Hot Topics Survey" on the "Enter the Two Sessions" special channel, focusing on hot topics of concern to the people and initiating voting, so as to facilitate users to actively participate in discussions on the Two Sessions topics.

It is precisely because the product is relevant to current events that the audience's enthusiasm has been fully mobilized. According to Huan.com, during this year's two sessions, more than 10 million families watched the "Enter the Two Sessions" feature on Huan.com's Channel Zero.

As a representative media with influence and credibility in public events, Huanwang Technology created the "Enter the Two Sessions" special topic, which, on the one hand, connects the audience's demand for news hotspots with products, and on the other hand, fully utilizes the content linkage and two-way interactive characteristics of the Internet, and actually explores a "overtaking lane" for the development direction of large-screen content.

Event cooperation, a new starting point for the large-screen industry

Although smartphones have a unique appeal to users in fragmented scenarios, large-screen devices still play an irreplaceable role. For example, in terms of large-screen experience and audio and video enjoyment, they have a level of quality that is difficult to achieve with small-screen mobile phones. Especially in large-scale events such as sports events, the various advantages of large screens are still the most comfortable viewing option for users.

According to statistics, every time a world championship is held, global smart TV shipments will increase by nearly 8%. For the smart TV industry, 2021 will be another big year for sports, with major events such as the Olympics, European Cup, and Winter Olympics ready to go. The shipment volume, power-on rate, and power-on time of smart large screens will also receive a continuous boost for several months.

Against this background, Huanwang Technology started the relevant preparations early. On the 13th of last month, it officially reached an exclusive strategic cooperation on the smart large-screen operation platform with China Sports zibo.tv. The two parties will carry out comprehensive cooperation around the live broadcast of major events, derivative and original programs, and joint investment promotion of sports IP.

In line with the strong influence, major events are also important marketing areas for advertisers. Public data shows that during the last World Cup, the advertising expenditure of Chinese companies alone reached a staggering $835 million.

Sports events are also marketing events. Therefore, Huanwang Large Screen has also teamed up with partners to create a smart large-screen pan-sports marketing platform, focusing on sports IP cooperation customization, sports derivative cooperation, event sponsorship and other aspects to provide brand advertisers with rich content and customized services.

From the "Qingzhe Plan" to the layout of sports events, Huanwang Technology has continuously enhanced its "decoding" capabilities for traffic conversion. The industry has therefore clearly felt Huanwang Technology's ability to control the future without sticking to current achievements. This is undoubtedly a very effective strategic breakthrough for an industry that needs to continuously explore the future.

Gathering billions of screens to boost industry development

It is precisely because of keeping up with the trend of the times and meeting the needs of the audience over the years that in July 2020, the number of smart large-screen terminals exclusively accessed and operated by the Huanwang platform/business system reached a new high of 100 million.

In absolute terms, this number is still far from the hundreds of millions of smartphone users, but we must realize that the coverage and influence of smart large screens are much greater than those of smartphones. According to industry data, one smart large screen covers an average of 2.5 people. Based on this, Huanwang's 100 million large-screen terminals actually cover at least 250 million people. If you don't have an intuitive feeling for this number, let's make an analogy. Huanwang's large-screen coverage exceeds more than 95% of national TV stations in the world.

According to traditional concepts, the large screen operators can just close the door and digest the traffic by themselves after receiving such impressive traffic data. However, Huanwang Technology obviously does not think that this move has room for sustainable development in the long run, so it proposed the ecological concept of "hundreds of millions" of screens.

Simply put, Huanwang Technology hopes to unite the resources of advertisers, third-party data, TV stations and other parties in the large-screen industry to expand the large-screen ecosystem and further enhance the traffic value and commercial value of the large screen.

Take TV stations as an example. In traditional concepts, satellite TV programs have always been clearly separated from online content. However, Huanwang can cooperate with leading satellite TV stations to help TV stations optimize their ratings with its advantage in covering mainstream audience groups. In addition, Huanwang can also collaborate with major TV media to innovate and help the latter refine their previous channel operations to programs through big data and intelligent recommendation systems, thus promoting the integrated development of traditional media and the Internet.

In this sense, the advantages of access, traffic, data, technology, etc. possessed by Huanwang Technology have largely become the "wealth" shared by the industry, with the aim of promoting the overall rise of the industry.

The reason why Huanwang Technology, which owns billions of screens, has become a leading company in the OTT industry is a seemingly accidental result, but in fact it is very inevitable. On the one hand, this inevitability comes from the support of the times, but more importantly, it comes from Huanwang Technology's strategic determination and tactical innovation.

Through some of Huan Technology's developments throughout 2020, the industry can clearly feel Huan Technology's accurate insight into the trends of the times and audience needs, and its organic coupling of the two through cutting-edge technology. As a result, Huan Technology has created extremely strong positive value for advertisers, audiences, and the principle of adhering to the public opinion front. It is precisely under the alternating effect of these multiple forces that Huan Technology has successfully created the glory of "billions" of screens that belongs to itself and the industry.

More importantly, Huanwang Technology has never stopped at its current achievements, but has actively opened its arms to the industry, empowered all participants, and jointly built an OTT large-screen billion-screen ecosystem. Therefore, for the industry, the "support" model initiated by Huanwang Technology is actually more valuable than purely commercial returns.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.