BAT enters the living room to seize the "Normandy Landing"

Internet companies are penetrating into every aspect of human life. In terms of the scope of influence, they are almost omnipresent; in terms of the industries they influence, they are almost omnipotent. After playing with the three major areas of clothing (e-commerce wars), food (reviews and word of mouth), and transportation (taxi apps), Internet companies have finally set their sights on "living". Their entry point is obviously the living room and the absolute protagonist in the living room: TV.

BAT once again seizes the living room

The situation of the army is ever-changing, and the shape of water is ever-changing. Internet companies represented by the three giants Baidu, Alibaba, and Tencent have long begun to "deviate from their main business" and gradually penetrate into multiple fields such as food, clothing, housing and transportation. They have all set their sights on the "cake" of smart TVs.

In recent years, smart hardware has been booming, and the traditional industry of television has attracted the most attention. Internet companies such as LeTV, Xiaomi, and iQiyi have all joined the game, and Alibaba and Baidu are not far behind. At the end of last year, Tencent, which is trying to "connect everything", announced its hardware openness strategy: open platforms including WeChat and mobile QQ will be open to smart hardware and offline service fields, and medical and health hardware will be the first hardware devices to access the platform. So far, BAT has gathered in the living room, and the competition for the "fourth screen" has officially begun.

Internet companies are always the first to know when the water in the river warms up. The traditional and somewhat "old" industry of television has suddenly become the target of many competitors, even attracting Baidu, Alibaba, and Tencent to join the melee, with a beachhead landing in Normandy. The reason is that BAT has entered the market with the intention of not entering the television industry itself, but to seize the entrance and share the cake.

Giants enter the game and the battle has begun

Entering March, smart TV ushered in another round of small explosion:

On March 18, Konka launched the T60 Super TV, a new product jointly developed by Konka and Tencent after the strategic cooperation. It adopts an octa-core intelligent platform, A9 architecture, based on Android 4.4, and equipped with Konka's latest YIUI control system. GITV (Central Galaxy Internet TV Integrated Broadcasting and Control Platform) and Tencent provide rich content resources for the T60 Super TV.

On March 24, Xiaomi officially released the 40-inch Xiaomi TV 2, which is still powered by Xiaomi's MIUI TV and has GITV built in. In addition, gaming and entertainment is another highlight of Xiaomi TV.

On March 26, Changhong announced the launch of the second generation of mobile internet TV CHiQ and simultaneously put it on the market. This product is equipped with Changhong's DCC (Device Connection and Control) protocol with completely independent intellectual property rights and adopts the original "M Dual-Core" intelligent connection technology.

It is reported that Skyworth will also release a new product in April.

Television will undoubtedly become an important entrance to the future digital virtual society. Internet companies will always paint a vivid blueprint for the fourth screen in terms of ecology, value-added and future. Undoubtedly, the TV in the living room has become a new interactive terminal. Internet companies have divided their forces and are eager to release boxes and smart TVs, upgrading TVs to network terminals, allowing users to enjoy interactive entertainment and information through TV, and realize the interconnection of their own products across multiple screens.

The way to serve customers is to go deep and specialize. BAT has entered the market quickly, and they are like mountains in different fields. In the short term, they cannot match the technical advantages of traditional color TV manufacturers in the fields of intelligent systems and hardware control, as well as their ability to integrate upstream and downstream resources in the color TV industry chain. As for traditional terminal manufacturers, they are more willing to collide with Internet thinking to create more "interesting" products, injecting new vitality into the slightly dull industry. From the release of the above brands, it can be seen that the original clear-cut definition of "competing in software and fighting in hardware" in the competition has become increasingly blurred, and more and more companies are fond of taking a two-pronged approach: such as Konka's three-party cooperation, Xiaomi's software and hardware price war, and LeTV's super ownership dispute.

Regardless of the outcome, the cooperation model between BAT and traditional home appliances has already grown to a considerable scale. Whether it is the speed of product updates, the integrated application of new technologies, or even the ownership of a word or phrase, it can trigger a battle as intense as another Normandy Landing.

Internet + fission is imminent

What will such a fierce battle bring? This has to do with the recent hot word "Internet +".

As a new concept and new thinking for industrial upgrading, "Internet +" has become the annual hot word through the two sessions, and it continues to ferment during this year's Boao Forum. In fact, from "Internet" to "Internet thinking" and then to this year's "Internet +", all the changes have remained the same, reflecting the degree to which the Internet is closely related to people's lives. Now a new model has been formed: Internet + a traditional industry.

Although the formula is simple, the power behind it cannot be underestimated. Online games, e-commerce, Internet finance, taxi-hailing software, too many traditional industries have been transformed by BAT, ultimately changing consumers' living habits and even the public's way of thinking. Now, the Internet "+" has been added to the television industry. What kind of subversive changes will it bring?

It is conceivable that this Normandy landing of BAT and traditional enterprises in the living room will not only affect the characteristics of an era, but will also eventually form a large pattern of traditional enterprises going online. Television is just the first shot in the battle. The "Normandy landing" in the living room of BAT started with television, but it will definitely not end with television. No matter who becomes the final winner, this is a sign of progress in an era.

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.