What does a TV mean to the “cloud-pipe-end” ecosystem?

In the Internet era, establishing a brand ecosystem is the long-term way for corporate development.

For the broadband market, influenced by the absolute status of the three traditional operators, if private operators want to make a comeback, they can only seize the opportunities of Internet development by continuously improving the "cloud-pipe-end" ecosystem.

As the official release date of Dr. Peng's Damai TV approaches, it is once again being compared with Internet brand TVs such as Xiaomi and LeTV. With so much attention, what does Damai TV mean to the operators' "cloud-pipe-end" ecosystem?

It means the soundness of the "cloud-pipe-end" ecosystem

Data released by Aowei Cloud Network shows that the total volume of China's color TV market in 2014 was 44.61 million units, a year-on-year decrease of 6.6%; sales were 146.2 billion yuan, a year-on-year decrease of 14.5%. It is expected that the downward trend of the color TV industry will continue into 2015, and the retail volume of China's color TV market is expected to reach 44.10 million units in 2015, a year-on-year decrease of 1.1%.

At a time when the sales of color TVs were frustrated and competition intensified, Dr. Peng chose to launch a highly disruptive split TV at the beginning of 2015, and determined the business model of "content + hardware + advertising + application + broadband", aiming to create an ecosystem from "cloud, pipe and terminal" that includes data center, backbone network, metropolitan area network and digital terminals.

In the previous development model of operators, the focus of "cloud, pipe and terminal" was mainly on the advantages of pipelines. However, after the use of big data, the construction of cloud has been strengthened year by year, while the development of terminals has lagged behind. The products launched by operators are mostly concentrated in OTT set-top boxes, routers and other products, and there is always a lack of strong terminal products.

As the first flagship product to move beyond the operator's network, Damai TV will combine the full package of services provided by Dr. Peng, including video services, 100M and 1G routers, 1G ultra-broadband services, 4K content, etc.

In 2014, with the advantages of a large user base, controllable traffic operating costs, and big data platforms, telecom operators have increasingly moved from behind the scenes to the front stage. In addition to OTT set-top boxes, routers, and mobile phones, the advent of Damai TV will gradually make up for the shortcomings of operators in the "terminal" field.

Taking a differentiated approach to the “cloud-pipe-end” ecosystem

Apart from traditional TV manufacturers, all other fields involving the TV hardware industry have been criticized as having "ulterior motives". TV has become an important flag in each company's ecosystem.

Take Xiaomi as an example. In Lei Jun's triathlon layout of "software + hardware + Internet services", mobile phones have always been regarded as the core product. The smart home series that have been developed later also spread around this core. At present, the greatest significance of Xiaomi TV for the entire Xiaomi Group is that it forces it to make up for the shortcomings of the content ecology.

On the other hand, LeTV, which started out as a content company, prefers the vertical integration of "platform + content + terminal + application". As LeTV's first terminal product, LeTV TV has brought great positive significance to the entire LeTV ecosystem and created LeTV's multiple profit models.

Compared with Xiaomi and LeTV, Damai TV has a different strategy. Zhou Liuqing, general manager of Damai Technology, believes that Damai TV is positioned as an operator TV. It not only relies on hardware revenue, but also relies on providing users with better services and experience to create value, forming a unique business model of "hardware + content + advertising + application + broadband", and creating a new smart TV business model. Damai's goal is to provide users with an integrated solution from broadband, terminals to services.

Make “cloud-pipe-end” a reality among users

In fact, no matter how much you talk about the brand’s “ecosystem”, true success lies in ultimately gaining acceptance and recognition from users.

At the launch conference of Damai TV, Zhou Liuqing revealed that Dr. Peng's grassroots sales, after-sales and technical service personnel will become the best sellers of Damai TV. So, does this approach, which is easily overlooked by the outside world, work?

The answer is: It works!

After the release of Damai TV, users in second- and third-tier cities were interviewed. When asked if some older users knew about TV boxes, the answers they got were basically "I don't know", but when asked if they knew about "Damai Box", the vast majority of respondents said they had heard of it, and some respondents were already using it.

Liang Zhenpeng, an expert in the home appliance industry, believes that Dr. Peng's broadband charging is not out of the scope of LeTV's multiple profit models, but it is just an innovation based on its broadband business. However, in comparison, broadband charging does not require user training, and user acceptance is extremely high, which is conducive to the promotion of Damai TV in its early development.

According to Zhou Liuqing, like Damai Box, Damai TV will also adopt the broadband subsidy hardware model to quickly occupy the market. Dr. Peng currently has 30,000 field sales personnel. In addition to introducing Damai TV, Damai Box and online ultra-broadband brands between 100M and 1000M, these field sales personnel will also realize offline display and online ordering, and introduce a group of new and old broadband users to Damai Mall for purchase.

It can be foreseen that under the catalysis of the ecological effect, the smart TV industry in the future will no longer be a single industry, but an ecological industrial chain composed of more industries. The operators' active reverse cross-border operations will also become a model.

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.