The second spring of the Internet TV industry: Is the era of free hardware reliable?
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LeTV, which has transformed from a content provider to an ecosystem builder, has ushered in the first spring of the Internet TV industry in the era of content being king. The price model that is lower than that of traditional TV products has not only attracted consumers to a new understanding of Internet TV products, but also brought the Internet TV industry into a "free" era where the dominant position of hardware is constantly weakening. Recently, the news that Alibaba will launch free Internet TV products has also been rampant. With the involvement of local tyrant Internet giants, whether the Internet TV industry can usher in its second spring - the era of free hardware has begun to become another topic worth discussing. A guessing game of "the wool comes from the pig" First of all, we need to understand that in the era of "free hardware", users still have demand for TV display technology, and even with the advancement of technology, the hardware demand for such products will also move forward, such as the currently popular 4K display, quantum dot technology, curved screen design, etc. Once this kind of cognition of Internet TV products exists, the so-called "free hardware" will no longer be a direct driving force that can impress consumers to buy. Although users cannot really know or understand each link in the industry chain, they at least understand one thing: "There is no free lunch in the world." Even if there is real "free hardware," users still believe that they need to pay other corresponding fees. In the Internet TV industry chain, there are currently four major participants, namely, terminal equipment manufacturers, content providers, third-party application providers, and telecom operators. Among these four, terminal equipment manufacturers have gradually become the link with the weakest pricing power due to their high substitutability; content providers that use user experience value as a measure have begun to have more intense competition, and some companies have used this to test the hardware free business model; in addition, precisely because of the role attribute of "third party", application providers have not yet demonstrated any pricing power in the Internet TV industry chain; and under the stimulation of the "Broadband China" strategy, telecom operators have also begun to actively promote their leading position in the Internet TV industry. At present, among the four major players, only telecom operators have made so-called "hardware free" Internet TV products, namely the first Damai TV released by Dr. Peng at the beginning of this year. In the marketing model of Damai TV, Dr. Peng copied the business model of "recharging phone bills and giving away mobile phones" of traditional telecom operators, that is, marketing Damai TV products by promoting its Great Wall broadband service. But in fact, Internet TV products such as Damai TV have not grasped the most practical product needs of users. Compared with traditional TV sets, the product advantages of Internet TV should not only keep pace with the times in bandwidth services, but more should be changes in product attributes, that is, Internet services. What kind of Internet TV service can hit people's hearts directly? In the analysis of the free Internet TV launched by Alibaba, industry insiders all believe that it will use the industry advantages of Alipay and Taobao to develop Internet TV product marketing with TV shopping as the selling point. In addition to its e-commerce advantages, Alibaba also occupies a certain amount of OTT market through the Alibaba Cloud OS system. But in fact, for product users, TV shopping experience and smooth operating system may not be the first condition for them to choose Internet TV brands. Because for a smart TV in the Internet era, the most superficial difference between it and traditional TVs should be the scalability of content application services, which is also the first demand of users for TV products. In other words, in front of Internet TV products, the demand for applications such as bandwidth, shopping, games, and education is temporarily not as important and direct as TV video services. In the TV video service market, the video services transplanted from the video website industry cannot provide content applications that can be significantly differentiated from traditional TVs. And this may also become a corporate fantasy for users to refuse to pay for content services and realize "hardware free". Of course, if you want to truly enter the hardware free era of the Internet TV industry, it is the basis for talking about hardware free to cultivate enough guaranteed user stickiness with absolutely accurate user experience needs. This also determines that traditional TV manufacturers need to learn to carry out extensive and appropriate cooperation with various links in the industry chain such as content providers under Internet companies to explore more content services with user potential. With the continuous lowering of the threshold of the Internet TV industry, there are reports that "outsiders" such as 360, PPTV, and Dianping may take the opportunity to enter the Internet TV industry chain. As Internet TV gradually transforms into a carrier and portal product, the saying of "free hardware" no longer needs to be just a marketing gimmick, but a real and substantial industry development trend. 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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