Will there be a winner in the ongoing battle between Xiaomi and LeTV?
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Among the major Internet companies, the "grudges" between Xiaomi and LeTV can be said to be long-standing. In peacetime, the two sides may still pretend to tease each other as "friendly companies", but once there is a slight disturbance, a fierce battle is inevitable. Recently, with the release of the overall data of Internet TV terminal video content and terminal playback platform, a new round of competition between Xiaomi and LeTV in TV content services has begun. Of course, LeTV is not an easy target to bully. The two sides fought back and forth, and the fight was very lively. But those who watch the excitement will never be too big. As the battle has been going on until now, we can't help but find that it is difficult to find a real winner. It can be said that in the Internet TV industry, Xiaomi is not short of competitors. The six major traditional TV manufacturers led by Hisense, Changhong, Skyworth, Konka, TCL, and Haier have been doing well in the smart TV business in the past two years, but Xiaomi just "feels" like LeTV and competes with it. The reason is that both of them have become rising stars in the smart TV industry as Internet companies. On the development path of Xiaomi TV, LeTV, as a peer, is naturally regarded as a competitor, and in the past year, LeTV has inevitably been under competitive pressure in the face of the rapid rise of Xiaomi. At a time when the smart TV industry is advancing as a whole, after spending 1 billion US dollars to make up for the shortcomings of TV content, the first target that Xiaomi wants to catch up with in the TV business is LeTV, which also boasts rich content. Although Lei Jun claimed that he did not understand LeTV's Internet content and ecology, after the continuous rollout of Internet TV terminal products, Xiaomi also filled it with video content. This is similar to LeTV, which has content resources and seeks terminal position. In addition, in terms of the broadcast control platform of Internet TV content, LeTV did not do a good job of appropriate layout. The earlier cooperation with CNTV's Future TV not only failed to obtain the blessing of the licensee as expected, but also completely lost the TV box market due to policy supervision. Although Xiaomi has achieved the integration and alternation of the two major broadcast control platforms through the release of new products, it still has the problem of how to allow new and old users to obtain the same content on old products. More importantly, although Xiaomi has obtained a large amount of video content through purchase and investment in the short term, in fact, it does not own the copyright of these content resources. In the future, as funds continue to be invested, once video content providers make other choices based on their own interests, Xiaomi's TV content may return to the "out of stock" state. In addition, there have been reports recently that Alibaba, which has invested and purchased a large number of video content resources, may enter the field of video streaming services and launch a video website called "TBO" to completely grasp the two major advantages of distribution channels and content resources in the Internet TV industry. It can be seen that as a key link in the Internet TV industry chain, content resources and product terminals are indispensable. A marketing hype to entertain the public? In this seemingly lively battle of tearing, some industry insiders can't help but raise questions: LeTV and Xiaomi seem to have too much tacit understanding in their mutual fighting. As we all know, the "war of words" between Xiaomi and LeTV is not a one-time or two-time thing. The focus is nothing more than ecology and content. The people are still the same people, the things are still the same things, and the two sides of the fight are already very "familiar". In fact, in the Internet industry that makes good use of marketing methods, there is no shortage of classic marketing cases of "friends fighting" taking advantage of the hype. On the surface, the two sides are fighting to the death, but in fact, the public relations teams drink and eat barbecue together all day. Xiaomi's rapid rise in the TV industry has also put a lot of pressure on other manufacturers. An industry insider said, "Xiaomi's confidentiality work at this press conference was really good. At first, everyone thought it was going to release a water purifier, which really caught many manufacturers off guard." Lei Jun's personality is that he doesn't like to pick fights or make enemies, especially to actively seek war. He teased LeTV at the "Hainabaichuan" press conference. It was nothing more than Xiaomi's TV's rich content after large-scale investment and cooperation, which gave Xiaomi more confidence to tease its competitors. Of course, with the various reactions made by LeTV, we can temporarily determine that this is a unilateral marketing plan by Xiaomi. Because, whether it is a response or a counterattack, LeTV has clearly shown a sense of helplessness. Apart from the war of words, there is only the war of words. Especially in the current entertainment era, marketing has become the key to determining the success or failure of companies and products, and this can also be seen in Lei Jun himself, who is becoming more and more humorous and entertaining. More importantly, after investing 1 billion US dollars to fill the gap in content and to launch more than 6 million Internet TV products, Xiaomi is in urgent need of a marketing turning point to attract more users. In any industry, the war of words between businesses is to compete for users through marketing, such as Jiaduobao, Wanglaoji, Baidu, and 360. Of course, for users, the content changes brought about by 1 billion US dollars are not in the news reports at all. The best explanation is that it allows users to return to the living room and watch TV for a while.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. |
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