Helping the color TV industry build a "new ecology" and becoming an international TV brand, Mango TV

When traditional industries are linked to the Internet, everything is different - whether from the perspective of business model or user demand, the color TV industry seems to have fulfilled this statement. Many years ago, when TV sets were only used for watching TV, the quality of hardware, whether the technology was advanced, and even whether it was an imported brand were the most important factors affecting the "price-performance ratio", which also affected consumers' choices; and as the post-80s and post-90s who grew up under the influence of the Internet gradually become the main consumers, the overall consumption trend of the color TV industry is also quietly changing.

Until now, international color TV brands still have certain advantages in technology. High-end technologies such as OLED, 8k, and curved screens demonstrate their extremes, which can certainly attract some consumers who have particularly high requirements for TV hardware and strong purchasing power. However, as Internet companies enter the color TV market, they "stir up a pool of spring water" with high-end configurations and low-end prices, and consumers who are willing to pay for these high-tech technologies have also been divided into a part of the market share. On the other hand, consumers' demand for TV is no longer limited to traditional TV programs. Content, applications and services from the Internet are placed in an increasingly important position-this has also become the main focus of the current "Internet +" in the color TV industry. When domestic TV manufacturers extend from simple whole machine production to high value-added links such as content services, and seize market share through transformation, many international TV manufacturers no longer rely on their own high-end technology to stay out of it, and begin to actively cooperate with Internet TV licensees to make up for their shortcomings in content services. In this process, international manufacturers such as Samsung, Philips, Sanyo, and Toshiba have all extended their olive branches to one place-Mango TV.

Close to young audiences, Mango TV's content resources become the first choice for international TV manufacturers

In 2010, Samsung became the first international TV manufacturer to join the competition in the field of Internet TV, and started cooperation with Mango TV in 2011, launching multiple models in four years. In April 2014, all the built-in platforms of a certain licensee in Samsung models were switched to the Mango TV platform, and now it has become one of the most important partners of Mango TV Internet TV.

In May 2014, the announcement that "Hunan Satellite TV's programs with complete intellectual property rights will be exclusively broadcast by Mango TV" caused a stir, and Mango TV became a dark horse in the field of online video, gradually gaining fame. Following Samsung's pace of switching platforms, international TV manufacturers such as Toshiba, Philips, and Sanyo also chose Mango TV as their licensee, opening up the road of competition for "high-quality hardware + high-quality content".

"Mango TV is the representative of the new generation and youth in today's era. Its numerous exclusive variety shows and entertainment resources are deeply loved by consumers." Almost all of these international TV manufacturers put high-quality content resources at the top of their list of reasons for choosing Mango TV. Mango TV Internet TV has the exclusive broadcasting rights of Hunan Satellite TV's flagship variety shows, and has also absorbed high-quality content from TVB, KBS, MBC domestic and foreign content platforms, as well as Hollywood film companies such as Paramount and Lionsgate. It has achieved differentiation based on sufficient and high-quality resources, which is very attractive to users.

Domestic color TV brands usually adopt the market strategy of "white plus black" (kitchen appliances + household appliances) to form a brand scale effect and achieve the effect of educating consumers. International color TV brands usually "fight alone", and the recognition and acceptance of brands by young consumer groups is a problem that many international manufacturers need to solve. Hunan Radio and Television, which Mango TV is backed by, has a wide and loyal young audience group. It can be regarded as an effective solution to narrow the distance between color TV brands and them by consumers' recognition of built-in program brands.

High-quality resources + efficient channels boost product sales, and license holders and terminal manufacturers work together to achieve a win-win situation

And Mango TV may bring more than just this to terminal manufacturers.

The "Mango TV inside" family is the general name for the Internet TV terminals launched by Mango TV Internet TV in cooperation with manufacturers. This "family" of terminal products of various forms from dozens of terminal manufacturers is prefixed with "Mango TV", and its core is the "Mango TV inside strategy".

At the end of December 2013, Mango TV and Samsung UHD TV held the "Incredible Beauty of Reality" national tour in Shenyang. Mango TV and the popular "Super Boy" Zuo Li personally visited the scene to interact with the audience. With the help of Samsung's high-end 4K TV 85S9, F9000 and Asia's first 4K high-definition short film, the "double 4K" top visual feast created a sensation as soon as it was unveiled. This is an important case of Mango TV's joint promotion with terminal manufacturers, and it is also the first attempt to implement the "Mango TV inside" strategy.

The "Mango TV inside strategy" is based on the brand influence of Mango TV. In terms of specific implementation, it will place an important position on promoting the sales of terminal products. As the licensee, Mango TV Internet TV participates in the sales process of cooperating home appliance manufacturers, on the one hand, conducting comprehensive training and publicity and promotion of the concept of Internet TV, and on the other hand, helping manufacturers expand sales channels. The implementation of the "Mango TV inside strategy" will ultimately increase the brand influence of both Mango TV Internet TV and terminal manufacturers.

In the process of implementing the "Mango TV inside strategy", Mango TV, backed by Hunan Radio and Television, has sufficient high-quality content, activities, and celebrity resources to promote its terminal products. The social marketing interaction based on this has further expanded the influence of the products. Mango TV self-produced dramas such as "Beauty Maker" and "The Four", the recording of "I Am a Singer" and several live broadcasts of handshake meetings for fans, large-scale concerts of stars such as Hua Chenyu, Cao Ge, and Chen Xiang... Mango TV inside family products always have a place in activities related to Mango TV.

At the beginning of this year, the JD flagship store and offline experience store of Mango TV inside products opened at the same time, with more than 40 Mango TV inside products gathered together like a family. This is the first flagship store built for terminal products among Internet TV licensees, with the purpose of better displaying products and guiding sales for manufacturers.

Having a big family of brothers and sisters, and often appearing in the spotlight following the footsteps of stars, if TVs and boxes had thoughts, they would probably feel very happy.

Rich content + paid trials to build a new ecosystem for the color TV industry with partners

In 2015, Mango TV has fully implemented its exclusive broadcasting strategy, increased efforts to introduce high-quality content, and launched its self-produced "Mango Live Show" live broadcast at home and abroad. Mango TV is ready to make a big move and has also received a lot of attention in the past quarter. The frequent highlights in content mean that the "Mango TV inside" family has more platforms for display and promotion.

While continuously enriching its high-quality content, Mango TV Internet TV insists on attracting high-quality users, cultivating users' payment habits, and exploring VIP paid viewing for some high-quality resources. Mango TV's international partners are also positive about the prospects of this model. In an environment where competition in the OTT industry is becoming standardized and emphasis on copyright protection is gradually becoming a consensus, the exploration of paying for high-quality content has allowed this concept to gradually spread among users, which is conducive to forming a virtuous circle that promotes the output of high-quality content and improves user satisfaction. "This model should be beneficial to the long-term development of the OTT TV and smart TV industries. Using massive resources to attract users and using the most high-quality content to capture users, the changes brought about by the payment model will further enhance user stickiness and will also play a positive role in our user management."

The industry generally believes that the practice of "Internet +" in the traditional color TV industry has not only gained value-added service benefits such as content, but more importantly, has built an ecosystem that integrates hardware, platform, content, and marketing - this ecosystem is the key to future competition in the color TV industry. The implementation of the "Mango TV inside strategy" is the path for Mango TV Internet TV and its partners to build this ecosystem; the open-minded thinking in content expansion and the bold exploration of payment models will allow both parties to achieve a more effective win-win situation in the process of walking on this road.

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.