What is the future of television? Vertical resources will become the fulcrum for opening up the industry

The rise of mobile Internet has brought new development opportunities to many industries and has also changed people's living habits in many ways. People are gradually getting used to using their mobile phones to do some things, including watching TV series and movies. As people change these habits, the TV industry has also been greatly impacted.

Is TV over? That's because it didn't find a good direction

In the past two years, the development of the entire TV industry has been much slower than before, and manufacturers are facing pressure from all aspects. In addition to the impact of the rapid development of the Internet and mobile Internet, factors such as rising raw material prices and market saturation have also made manufacturers exhausted. They can only adopt a simple and crude way of competing in hardware and low prices, which is an impulsive approach for TV manufacturers themselves.

At the same time, the entire TV industry is still in a state of declining sales, and manufacturers are also unable to find effective solutions. Data shows that in the first quarter of 2017, domestic sales of TV sets were 12.168 million units, a year-on-year decline of 5.3%; overseas sales were 31.88 million units, a year-on-year decline of 10.1%.

Traditional manufacturers have shown their inability to cope with such market conditions. Konka's main business is loss-making, and it has been reduced to selling land for survival; Changhong lost 176 million yuan in the first quarter of 2017, a year-on-year increase of 248%, and is surviving on subsidies; Skyworth Digital's sales volume decreased in five of the first seven months of this year, and its TV sales in June decreased by 31% compared with the same period last year.

Traditional TV manufacturers with a lot of capital have to face this dilemma, not to mention the weak Internet TV manufacturers. The practice of compressing profits or even selling hardware at a loss can no longer bring growth to the TV market, which is also the development bottleneck faced by the TV industry.

The reason why the TV industry cannot break through the current bottleneck is that manufacturers have not yet found the key point that can stimulate the growth of the industry. Once this key point is found, it will surely bring new growth directions to the entire industry.

What is the future of television? Vertical resource content will become the core

The importance of content to TV manufacturers has always been self-evident. Creating an exclusive and proprietary content matrix has always been the main way for manufacturers to layout in the industry.

However, different vertical categories bring different results. Data shows that in 2016, the highest-rated sports events reached 7.08%, while the highest-rated variety entertainment programs were 3.8%. Moreover, sports events also have a clear advantage in terms of popular IPs. Sports event IPs as a whole are few but excellent, with football and basketball events that are popular with the audience, as well as popular events held every year, accounting for 33%; while in terms of variety entertainment, only 20 of the nearly 400 variety entertainment programs in China are well-known to the audience.

Therefore, in the selection of vertical content resources, sports events have an obvious audience base and can bring higher profits to manufacturers.

In this regard, LeTV can be regarded as a pioneer. After spending a lot of money to purchase copyrights, LeTV brought rapid growth to its TV business with its vertical layout in sports events. However, although it had a good hand, LeTV was obviously insufficient in the post-operation capabilities of event content, and finally lost its inherent advantages step by step.

Obviously, the self-willed content operation model is no longer suitable for the development of the current television industry. As content outputters, mobile terminals such as PCs, mobile phones, and tablets are obviously more open. At the same time, with the rise of video websites such as iQiyi and Youku, if television is still obsessed with "exclusive content", it will definitely block itself within the wall.

Therefore, creating an open vertical content resource operation model has become a turning point for the industry and will bring new growth value to the industry.

PPTV aims to help the TV industry build an O2O closed loop of event resources

PPTV has an absolute say in vertical content layout. In addition to having a 300,000-hour film and television library, in 2017, PPTV also acquired the exclusive copyrights of popular events such as the five major European leagues, the Chinese Super League, and the Asian Champions League, covering 90% of domestic and foreign sports events, becoming the largest Internet TV sports content platform in the country, laying the foundation for its huge content advantage.

However, PPTV did not lock up these exclusive resources, but shared them with other TV manufacturers as the core. Currently, PPTV has successfully helped Xiaomi, Philips, XGIMI, Konka and other TV brands launch sports channels that integrate PPTV's 10 billion events.

In addition to the software and content levels, PPTV also works with traditional TV manufacturers to create smart TV product hardware, accelerating the pace of content openness and sharing by combining and connecting software and hardware.

In addition, brand operation is also a major killer of PPTV. During the World Cup qualifiers of the Chinese national football team this year, PPTV Smart TV launched the #Cheer for the Chinese national football team# campaign online around two focus battles, joined forces with multiple brands online and offline, and cleverly tied the TV brand with IP content, celebrities, and users, which received more than 20 million topics on Weibo.

At the same time, based on the O2O cooperation with Suning, PPTV has also been steadily building offline IP franchise stores. Coupled with PPTV's own powerful operating model, as well as the foundation of users and resources, it has formed a complete O2O model operating closed loop of "software + hardware" and "online + offline", and has embarked on a road of event resource operation that surpasses LeTV.

In fact, the simplest and most effective way to promote the growth of the television industry is to start with content, provide users with professional and rich vertical resources, and add professional and perfect operation capabilities, which will bring new highlights to the industry. In this regard, PPTV's approach can also bring new thinking to the entire industry.

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.