From the ban by radio and television to the return of Tmall Magic Box, a trust crisis has been triggered in the domestic system

The Double 11 Taobao shopping spree not only led to crazy sales of mobile phones, televisions and other household products, but even the Tmall Magic Box in Alibaba's Tmall Mall ended perfectly with sales of 176,000 units.

The story originally had a happy ending, but recently, a ban from the State Administration of Radio, Film and Television has caused a stir again, and the topic of "completely banning TV boxes" has become a hot topic. Afterwards, Tmall Magic Box issued a "Notice on Blocking Illegal and Violating Applications" and upgraded its system on the 15th. The first batch of 81 illegal and violating third-party applications announced will all be blocked.

Although Tmall Magic Box’s actions fully respond to the actions of the State Administration of Radio, Film and Television, can most of the users affected by the incident ignore it?

Is the return of MagicBox a common practice? Tmall’s actions have caused dissatisfaction among users

Just after Tmall Magic Box issued a statement in response to the General Administration, rumors began to circulate that users who purchased the Magic Box from Tmall on Double 11 had begun to return the products in large numbers. In response to this, Alibaba internal personnel who were aware of the situation claimed that they were not aware of the matter.

Faced with many questions, we opened the Tmall Magic Box official website and found from the users' comments that among the users who received the goods from the 11th to the 14th, they occasionally encountered the situation of being unable to install third-party software such as live broadcast. However, since Tmall officially announced the blocking of the application on the 15th, this situation has increased in a straight line, and the calls for returns have become louder and louder. At the same time, there are also comments from users who returned the goods through customer service but did not receive a reply.

Since the combined market share of Tmall Magic Box and the Cloud Box Alliance equipped with the YunOS system is as high as 70%, Tmall Magic Box's practice of taking the lead in blocking applications has undoubtedly completely disappointed many users who purchased TV boxes, and the system's forced deletion of user applications has also caused dissatisfaction among many people.

Is a trust crisis in domestic systems about to emerge?

In fact, as early as before the 15th, some users’ third-party software installed on Tmall Magic Box disappeared for no reason. After the 15th, in addition to the newly purchased boxes being unable to use USB to load some APPs, most old users also experienced the system automatically deleting the live broadcast software.

In response to this situation, many users spoke out on Weibo to denounce it, believing that Tmall Magic Box's private entry into the system to delete software was a complete act of theft, completely exposing their information. Although Alibaba later issued a statement that it would never infringe on user privacy, a crisis of trust in YunOS has begun to emerge.

To be fair, Tmall Magic Box's approach was indeed inappropriate. In order to cooperate with the General Administration, it forced users to upgrade and delete apps, which easily attracted public attention. Whether it was a "ban" or "announcement of 81 illegal video applications", Tmall should have obtained the consent of users during the specific implementation process.

Although it is not the first time that the radio and television has rectified Internet TV, judging from the practice of Tmall Magic Box and the overreaction of users, the strict policy issued by the radio and television this time has indeed affected the interests of many parties, and also exposed the security risks of domestic systems. Starting from the problems that have arisen this time, the specific direction of Internet TV in the future is also worth studying.

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.