The competition for user time has entered the second half. Konka Group has created new opportunities for the living room economy with "shaking screen"

The battle between large-screen TVs and mobile phones for user time has long ended. Data shows that the average daily usage time of smart TVs was 164 minutes in 2012, but by 2019, this figure was only 117 minutes.

How to get users back to TV? If TV is like mobile phones, users can return faster, although this will make some old TV users feel sad - is a TV like a mobile phone still a TV?

At the Global Home Internet Conference held recently, Zhang Cong, general manager of Konka Group's Internet Business Unit and general manager of Shenzhen Yipingfang Network Technology Co., Ltd., took the lead in opening the conference with its large-screen short video product, "Douping", and presented new opportunities in the living room scenario with the pure mobile Internet.

Indeed, the mobile Internet is so successful, why shouldn’t large-screen TVs learn from it?

Konka reconstructs the value of large screens through short videos

Yipingfang, a subsidiary of Konka Group, is one of the earliest companies to deploy short videos at the system level. In February of this year, it launched the industry's first large-screen short video - "Douping", which provides an entrance on the TV desktop and users can access it with one click, providing a shortcut for short videos at the access level.

TV remote controls are not as good as mobile phone touch screens, and smart TV interfaces are not as customizable as mobile phone UIs. The priority of the home page entrance can increase exposure on the user side and reduce the user's operation level for watching short videos. It also reflects the high priority of "shaking screen" in Konka smart TVs.

In terms of content, "Douping" has attracted more than 10,000 top short video UP hosts, and simultaneously updates high-quality short video content on the entire network, aggregating a large amount of high-quality content in various types such as automobiles, life, science, beauty, sports, etc. The comprehensive coverage of high-quality content is the basis of Konka's "Douping" high user stickiness and is also the most important part of the short video ecosystem.

Yipingfang will also launch the "Yi Douxing Plan" to allow high-quality and positive Internet celebrities to appear on TV with one click through traffic diversion, brand building, and income subsidies. Through the Internet celebrity cultivation plan initiated by Yipingfang itself, it will work with high-quality MCN organizations to encourage more high-quality UP hosts to produce large-screen short videos and start delivering native high-quality content to smart TVs.

In terms of intelligent recommendations, "Douping" is based on user portraits of Konka's big data platform and combined with Konka's AIoT ecological devices. It recommends content that users are interested in through algorithms. It can even identify different users in the home through TV cameras, achieving accurate recommendations from thousands of screens to thousands of people.

"Douping" can serve as a family entertainment center in the living room, and can also push exclusive content to each family member in the short video scene. For example, mom likes to watch food, the elderly like to watch health care, and dad wants to watch football games, which will be pushed to each person separately.

The precise recommendation algorithm makes Douping as sticky as mobile short videos. At the same time, Douping accurately makes up for the shortcomings of users in the large-screen short video experience, allowing a large number of users to move short video scenes from the cramped mobile phone screen to the smart large screen in the living room. Good user feedback was soon reflected in the soaring operating data. In the first half of 2020, the boot time of Konka smart TVs increased by 37%, and the average daily active user scale of Douping reached 19.71 million, with an average playback time of up to 90 minutes per person.

The users are back, and the next question is more critical - how to tap the value of traffic?

While opening up the short video channel for smart TVs, Konka has also successfully broken the content operation ideas of traditional TVs. After several sets of combined punches, it has made "Douping" a traffic springboard for smart TVs. In Konka's large-screen marketing plan, short videos are not only a high-quality content platform that provides user stickiness, but also a channel for monetization of traffic.

Simply put, when users are watching short videos, "Douping" can intelligently recommend App downloads, product purchases, short-to-long content, advertising recommendations and other functions to users. This allows Konka smart TVs to directly convert the huge base of short video private domain traffic into high-net-worth business models such as digital distribution, video sales, long video content consumption, and brand marketing, giving the originally quiet living room traffic suddenly new vitality.

For example, in terms of short video sales, Douping has joined hands with Taobao TV to break through the application barriers of mobile phones and TVs. By identifying the products in the short video content, it can recommend the same products to users and place orders with one click. Orders can also be viewed on Taobao mobile phones at the same time, making large-screen sales easier and more convenient. At the same time, it also responds to the country's call for contactless economic development and launches various public welfare live broadcasts to help the country's targeted poverty alleviation.

To sum up, for users, "Douping" is an interesting and useful content aggregation platform. For Konka, "Douping" is a multi-path channel for reconstructing the value of large screens and connecting users with the large-screen content ecosystem.

Through the four core advantages of huge traffic, intelligent distribution, content ecology, and social ecology of large screens, Konka has created new business models such as short video advertising marketing, new consumer e-commerce, digital distribution, and high-quality MCN incubation based on "Douping", and built a new ecosystem of commercial value. It can bring a new marketing system with precise reach and integrated product and effect to corporate marketing.

Douping is not only a content platform that attracts users to return to the living room, but also an engine that converts user traffic into large-screen economic value. In terms of large-screen short video strategy, Konka Yipingfang has incorporated users, MCN organizations, UP hosts, advertisers, e-commerce platforms, and application developers into an ecological closed loop based on short video applications, and even has the potential to surpass the short video ecology of the mobile Internet.

From wild growth to intensive cultivation, the competition for large screens has entered the second half

The smart TV industry is transforming from an incremental market to a stock market. Although the growth rate is still higher than that of the smartphone industry, which has reached its ceiling, compared with the prosperous scene brought about by the mobile Internet, the smart TV industry has not yet found an effective channel to release its own value.

But the value of smart TVs is obvious to all. The immersive experience, sense of companionship, and family entertainment function brought by the large screen are completely irreplaceable by mobile phones.

Grasping the pulse of the short video era, the smart TV industry is bidding farewell to the wild growth in the first half. As the competition enters the second half, smart TV brands, in addition to facing friendly companies and competitors, should never forget the smartphones that are eyeing them.

How to win in the competition for user time? This does require smart TV manufacturers to make more innovations and breakthroughs in content operations and large-screen marketing, and Konka's "Shaking Screen" is the answer that is closest to a perfect score for this question.

It is no exaggeration to say that in today's large-screen TV industry, a new business model like "Douping" that provides content to users and enhances the industry's vision is the only one in the industry so far.

The users are there! If they don't come, Konka will take the initiative to move forward with "Douping". How to win more users back? For the awakening TV large-screen industry, Konka's attitude is undoubtedly the most sincere.

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.