17TV Xiong Wen: Under a big tree, another big tree cannot grow
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In the era of smart home, Internet TV is obviously a key link. In February this year, Lenovo Group cancelled the original China Smart TV Division due to mediocre business performance. The team business was merged into the Personal and Small and Medium Enterprise Division, and the sales team was merged into the PC department. Ren Zhongwei, the former general manager of the Smart TV Division, resigned. For a time, rumors spread that Lenovo Group would abandon the smart TV business. On May 20, Lenovo's new Internet TV brand 17TV, which was led by Xiong Wen, the former general manager of Lenovo's Digital Home Division, was officially launched. As another independent subsidiary of Lenovo after Magic Factory, Xiong Wen talked about the reasons for the independence of Lenovo's Internet TV business and said that although Lenovo Group can provide a good soil and environment for the development of Internet TV business, a big tree often cannot grow another big tree. The current problematic Lenovo Internet TV business needs more space and freedom. It's good to take shelter under a big tree. Lenovo has also taken detours. In January 2012, Lenovo launched its first smart TV product, ideaTV K91, and officially entered the color TV industry with a mid-to-high-end market positioning. In April 2013, according to the monitoring data of 7,280 stores in 912 cities in China by the research organization Zhongyikang, the Lenovo brand ranked 25th in the entire color TV market, with a retail volume share of 0.02% and a retail sales share of 0.02%. Lenovo Group's vision of replicating its PC industry myth in the field of smart TVs was instantly shattered. In fact, compared with LeTV Super TV and Xiaomi TV, which were born in 2013, Lenovo can be regarded as a "predecessor" in the field of Internet TVs. However, as an IT giant, Lenovo obviously did not guess the true meaning of marketing in the Internet TV industry. First, it positioned the mid-to-high-end user market and retreated to emerging Internet companies. In the IdeaTV series of smart TV products launched by Lenovo in 2012, the price was set at 6,000 yuan to more than 10,000 yuan, which was equivalent to twice the price of traditional color TVs at the time. At the same time, the explosive growth of the smart TV market and the long-term absence of competitors caused Lenovo to make wrong judgments in its predictions of the smart TV industry. Especially after entering 2013, the entry of Internet companies represented by LeTV and Xiaomi, as well as the Internet transformation of traditional color TV manufacturers in smart TV products, directly denied Lenovo's wrong layout in the smart TV industry. Secondly, Lenovo Group lacks sufficient attention to the smart TV industry. Whether it is products, prices, channels, brands and other aspects, Lenovo smart TVs have not shown the corresponding research and development patience and characteristics of the times. Especially in terms of sales channels, directly placing smart TV products in Lenovo computer stores can be said to be the most critical part of weakening its own brand of smart TV products. Of course, more importantly, in the exploration of the emerging industry of Internet TV, Lenovo did not show the "humble" attitude it should have, but took advantage of its IT enterprise's advantages and thinking, and only made bold attempts and explorations in smart TV products for the purpose of subverting traditional color TV manufacturers. The outcome is naturally imaginable. " Running away from home" is to get better growth . In the past two years, Lenovo Group has also gradually realized the transformation to the Internet, especially the exploration of the smart home industry, which has prompted Lenovo to begin to realize the embarrassing problem of difficult corporate decision-making. As a result, new corporate reform actions such as "running away" and "starting a business" began to appear within the entire Lenovo Group. Whether it is the Magic Factory led by Chen Xudong or the smart TV that Xiong Wen is responsible for, operating and developing independently from the entire Lenovo Group seems to be more in line with its intention to move closer to the Internet era. Through independent operation, the corporate team began to shrink, the corporate mechanism became more flexible, and the decision-making efficiency in the development of the company and the research and development of products also increased accordingly. But independence does not mean "severing ties". According to Xiong Wen, the new Lenovo smart TV brand 17TV still accepts the resources and business support that Lenovo Group can provide. However, compared with other businesses such as PCs and mobile phones, the Magic Factory and 17TV have relatively independent operating rights. In response to the previous sales channel flaws, Lenovo 17TV chose to cooperate with Alibaba this time. Not only did it use Alibaba Yun OS system in many system applications and interactive interfaces, but it also used Tmall Mall as its exclusive sales platform for online channels. Although Xiong Wen has been avoiding the comparison between 17TV and the most topical LeTV Super TV throughout the press conference, in the Internet TV boom led by LeTV, content application services have indeed become an important breakthrough for the differentiation of current Internet TV products. Especially after the live broadcast and playback functions of video services were closed, video on demand applications are no longer an important point of differentiation for smart TV products. In the introduction of Lenovo's first new product 55i of the 17TV brand, we did not see any prominent application service introductions, including video on demand. Although Xiong Wen said that Lenovo's smart TV products will continue to develop application products that are close to user needs, including games, e-commerce, and life services, this 55i still lacks the demeanor of a giant company Lenovo brand. From Shanghai Media Group, which joined hands in the early years, to BesTV, which has a joint venture company this time, Lenovo, which already has the "protection" of a licensee, seems to lack passion for exploring Internet TV content. Regarding the film and television content industry that LeTV and Xiaomi have successively laid out, Xiong Wen believes that in the smart TV industry, there is no necessary direct connection between the production and production of content and the terminal sales of products. In any case, Lenovo's smart TV, which chooses to go light, still needs corresponding growth time to grow into another big tree after Lenovo Group.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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