After the terminal competition, Xiaomi chose to challenge LeTV from the content
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At Xiaomi's "Sea Embraces All Rivers" press conference yesterday afternoon, almost all media were attracted by the long-rumored Xiaomi water purifier, and Lei Jun, who is becoming more and more humorous, once again "fooled" everyone. The implication of "Sea Embraces All Rivers" is actually the expectation for the aggregation of Internet TV content. The presence of several video website bosses, celebrities and licensees also made the whole press conference suddenly become much more substantial. When it comes to the Internet TV business, whether the two sides appreciate it or not, industry insiders always like to compare LeTV and Xiaomi. Obviously, Xiaomi was not ambiguous about this "scandal" this time. Throughout the press conference, it constantly made various "sarcasms" to its friendly company LeTV. After the cumulative sales of terminal products, mainly Xiaomi TV and Xiaomi Box, reached 6.77 million units, Xiaomi began to launch another round of competition against LeTV from the content. There is no silver here. Xiaomi's content risks have not been eliminated . Since the decision to build Internet TV content services at the end of last year, Xiaomi first invested 1.8 billion yuan in iQiyi, and then invested in Youku Tudou and Huace Film and Television. A series of money-burning actions completed the capital injection from video websites to film and television production companies. According to Lei Jun, Xiaomi does not make content, so it can cooperate with all video websites, of course, except LeTV. Therefore, Xiaomi joined forces with more than 100 video websites and content providers such as iQiyi, Youku Tudou, Sohu Video, and PPTV to create the Baichuan Video Website Alliance, and completed the legalization and compliance of video content through the two broadcast control platforms of Future TV and Galaxy Internet TV. This directly led to the fact that in several sets of Internet TV terminal content data released by Xiaomi, whether it was movies, TV series, variety shows, animations, or documentaries, the total number ranked first in "Internet TV content". At the same time, it also proved a truth in life: money is omnipotent. But after real thinking, we will find that in the video content that Xiaomi bought with hundreds of millions of US dollars, it does not own the copyright of these content resources. In other words, once the copyright capital chain is cut off, or the video content provider makes other choices based on its own interests, then Xiaomi's TV content will directly enter the "out of stock" state. As for LeTV, which Xiaomi has been constantly challenging, its own video website LeTV.com not only hoarded a large amount of its own copyrighted content in the early years, but also relied on LeTV Pictures and Huaer Films to continue to accumulate new film and television content copyrights. LeTV, which owns its own copyrights, can not only make profits by marketing copyrighted content, but more importantly, it can guarantee the absolute controllability of the copyrights of these contents. Xiaomi cannot escape the suspicion of copying LeTV's ecosystem by using both soft and hard tactics. Influenced by the relevant policies of the State Administration of Radio, Film and Television, LeTV directly terminated its TV box business after its Internet TV business was regulated and rectified. Although the total sales of Xiaomi's smart TVs have always been lower than those of LeTV Super TV, the many Xiaomi boxes it has developed have a good reputation. It is the popularity of Xiaomi boxes that directly stimulated Xiaomi's awakening and continuous efforts on its content shortcomings. In fact, according to the fundamental attributes of the Internet TV industry, video content has always been an important link in the involvement and development of the industry. The only difference between Xiaomi and LeTV is that LeTV first had content and then got involved in terminals, while Xiaomi first had terminals and then supplemented the content. But no matter which point of departure, both eventually returned to the industrial law of using both soft and hard tactics. At the same time, although Lei Jun insisted that Xiaomi's video content is completely different from the "annual fee model" of its competitors and is provided to users for free, in all of Xiaomi's Internet TV products, you can still find a large number of video content services that require users to pay before they can enjoy them, which is almost the same as LeTV's "499 yuan annual fee" business model. In fact, Internet TV products are different from smartphones. The profit margin of their terminal hardware is not enough to make up for the corresponding investment in content. Especially after the birth of the 40-inch Xiaomi TV 2 and Xiaomi Box, Xiaomi's profit in the Internet TV business is more bet on content services, which is in line with the ecological system construction that LeTV has always advocated. At present, Xiaomi has made up for its shortcomings in content by spending a lot of money, and its competition with LeTV will also return to Internet TV terminal products. Although LeTV Super TV successfully achieved its annual sales target of 1.5 million units last year, compared with the more than 6 million units of Xiaomi Box, its user accumulation is still at a disadvantage. All the existing conditions determine that the battle between LeTV and Xiaomi may just be the beginning, and the outcome is still unknown.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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