Can Fengxing TV, which has gathered five pearls, really sell tens of millions of units in three years?

Before we officially talk about the next protagonist, "Popular Internet TV", let me first help you sort out the Internet TVs currently on the market.

Recently released ones include Weijing TV, which is personally endorsed by industry expert Uncle Li, PPTV TV, which has the background of its "godfather" Suning, and Baofeng TV, which is owned by the popular stock Baofeng Technology; the national team includes CANTV owned by China Radio and Television, and the smart digital TV integrated all-in-one machine released by Gehua; there are also several companies backed by big names, such as Lenovo's 17TV and Coocaa TV owned by Skyworth; Damai TV from the operator camp; and of course, Xiaomi and LeTV, which are fighting each other to become the "forefathers" of Internet TV.

In such a huge Internet TV camp, it is not surprising that a "popular Internet TV" has emerged. Anyway, everyone thinks that the living room entertainment circle contains a market worth hundreds of billions of dollars, so one more gold digger is too many, and one less would seem lonely.

Luo Jiangchun, CEO of Fengxing Online, said at the "Fengxing Internet TV Ecological Strategy Conference" that the sales volume of "Fengxing TV" will reach 12 million units in the next three years. This number can indeed make "friendly competitors" nervous and ask: "Why is he so successful?"

The cool "super-dimensional ecosystem" behind Fengxing TV

"Talking about ecology when making TV" has become a tacit understanding in the Internet TV industry. The concept proposed by Fengxing TV this time is "super-dimensional ecology". Does it sound very cool? Is it similar to "Three Body"? So what dimensions does "super-dimensional ecology" exceed?

In the "super-dimensional ecosystem" of Fengxing TV, the five manufacturers who came together to make TVs are MTC, Fengxing Online, Haier, Oriental Pearl and Gome, and all five companies will cooperate in the form of capital investment. Among them, Oriental Pearl is responsible for licenses, content, brand, and operation, Fengxing is responsible for technology, Internet products, operation experience and brand, Gome is responsible for offline sales channels, Haier is responsible for logistics and marketing, and MTC is responsible for terminal hardware production and after-sales service.

Officials said that the five-party collaboration has integrated the five excellent genes of Internet TV - legitimacy gene, content gene, Internet gene, hardware gene and channel gene, and built the only full industrial chain ecology in the process of TV Internetization.

I dare not say it is the “only” one, but Fengxing TV has indeed got a good hand this time. As one of the main entrances to the family Internet living room economy, the Internet TV industry is still in the early stages of market development, and the entire industry chain is not yet mature. The main problem of the domestic Internet TV industry at present is that each company is fighting alone, unable to form a joint force, and has not built a new business value chain. Against this background, the combination of "license + content + hardware + brand channel + video operation" behind Fengxing TV is enough to make other friendly companies envious.

Can Fengxing TV really become popular?

When it comes to Fengxing.com, video site users born after the 1990s may feel a little unfamiliar with it. Compared with video sites such as iQiyi, Youku Tudou, etc., Fengxing.com seems to have become a memory of the previous generation. Some netizens on Zhihu even asked such a question: "Why is a site like Fengxing.com still alive?"

Over the years, Fengxing.com has gone through a series of changes from outside the system to inside the system and then back to outside the system, often giving people the illusion of being "marginalized."

Previously, Oriental Pearl, which was responsible for the transformation of Shanghai Media Group's new media business, had invested nearly 900 million yuan in Fengxing.com. Although it was once called an industry benchmark by the outside world, the actual situation was not optimistic. As for Fengxing.com, although it had a "national" godfather, it still could not get rid of the cruel reality of consecutive years of losses and was dubbed by the industry as "a time bomb hidden in Shanghai Media Group". After Uncle Li left, Fengxing.com's position in the system became even more precarious, and it eventually sold part of Fengxing's equity to Zhaochi.

At the press conference, Oriental Pearl Vice President Shi Zhiyan tried to clear the name of Fengxing.com. He said that Fengxing.com was not abandoned by Oriental Pearl, but hoped that Fengxing.com could use its Internet genes to do a good job in the TV market. However, many restrictions within the system are not conducive to the development of Fengxing.com in the TV business. The cooperative relationship may allow Fengxing and Zhaochi to go further.

The sales volume of 12 million in three years still makes industry insiders worry about Fengxing TV. According to data from China Market Research and other sources, in 2014, the total number of smart TV users created by China's mainstream TV manufacturers was 31.1 million, of which Hisense ranked first with 8 million, followed by TCL and Skyworth. The number of users of LeTV and Xiaomi, the "invaders", was only 1.5 million and 300,000 respectively.

According to LeTV's expected sales target of 3 million units this year, Fengxing TV will have to sell as much as Xiaomi and LeTV combined. Of course, some industry insiders joked, "According to this number, China's TV sales will have to reach 100 million units in three years! Only then will this company sell 10 million and that company buy 10 million."

Jokes aside, it also reflects the industry's concerns about the future sales of Fengxing TV. After all, this press conference only announced an ecological strategy and did not involve key factors such as parameters, prices, market positioning, etc. of foreign products. Fengxing.com humorously posted an article on its public account titled, "How much is Fengxing.com bragging?"

From what is known so far, Fengxing TV has all the key links in the Internet TV industry chain, but the concept of "super-dimensionality" is not that cool. It is true that it has surpassed the ecosystem of some friendly competitors.

"Ten million units sold in three years", it is difficult for us to make a final conclusion about Fengxing TV now. We will discuss it with you in detail when the TV is actually launched next month.

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.