Judging from the sales of Double 11, the conclusion that the OTT industry is dying is absurd

In just 38 minutes, Tmall’s total sales reached the 10 billion yuan target that took more than five hours to achieve last year. As for OTT devices such as TV boxes and smart TVs, the astonishing sales further prove the absurdity of the once-popular conclusion that the industry is about to die.

The once prosperous TV box industry has helped boost the entire OTT industry's great strides forward. However, since the beginning of this year, with the State Administration of Radio, Film and Television's strengthened management of Internet TV and TV boxes, a series of so-called rectification measures have dampened the booming industry and caused uncertainty in the development of the entire OTT industry.

But just when industry insiders, developers and users were planning to continue to wait and see about this industry, "Double Eleven" broke the continuation of this embarrassing situation.

Let's take a look at the sales of each product as of 5 p.m. on November 12. The saying that the industry is dying is self-defeating, because users still love OTT products. (Data comes from the public sales data of each brand's Tmall store)

television:

Box:

Take Xiaomi's new product Xiaomi TV 2 as an example. As of 13:03 today, Xiaomi TV 2 ranked first in the sales ranking of large household flat-panel TVs with sales of 27,700 units. At the same time, the sales of the enhanced version of the TV box in its official flagship store were close to 20,000 units, making it the second largest TV box sales leader after Tmall Magic Box.

Of course, with the advantages of time, location, people and the ultra-low price of 199 yuan, the Tmall Magic Box launched by Wasu Media in cooperation with Alibaba has become the shining star in TV box sales during the "Double Eleven" promotion. According to incomplete statistics, as of 17:00 today, the sales of the two magic boxes in the Tmall Magic Box official flagship store have exceeded 150,000 units, making it the well-deserved TV box sales champion.

The Haier smart TV MOOKA, also jointly launched by Alibaba and Haier, sold more than 28,000 units, of which 23,433 units were 40-inch MOOKA units. The MOOKA smart TV equipped with Alibaba Yunos has become another highlight of this year's Double Eleven home appliance promotion with its outstanding user experience.

At 12 noon today, LeTV TV officially announced that half of its 27 warehouses in Tmall Mall have sold out, more than 90% of the 38,500 units in stock have been sold, and the total inventory on Tmall is less than 3,000 units.

During the Double 11 shopping festival this year, Hisense TV promoted its new 50-inch 4K ultra-clear TV and VIDAA2 smart TV. As of 2 p.m., the sales of the customized 50-inch 4K ultra-clear TV specially launched for Double 11 had exceeded 18,000 units. The sales of Hisense TVs have achieved a good result of over 100 million yuan per store, and maintained the top sales position in the TV category across the entire network.

Although the supervision of radio and television is becoming more and more stringent, from the live broadcast and playback functions of TV boxes, to the "closure letters" of related internal software download channels, and the removal of TV version clients, and strict inspections by cooperative licensees, it can be said that the entire OTT industry is almost facing the biggest test since its birth; but as a year of rapid development of the Internet TV industry, we can still believe with certainty that the claim that the OTT industry is dying is pure nonsense.

In the first half of this year, the penetration rate of domestic Internet TVs has reached 62.3%, among which cost-effective TV boxes occupy the majority of the market. As a transitional product to smart TVs, TV boxes are more popular among users at present due to their low price and convenient operation. This is also the fundamental reason for the huge sales explosion during the "Double Eleven" shopping festival.

With the explosive growth in sales of smart TVs and TV boxes during the Double Eleven promotion, the rumors that the OTT industry is dying will surely come to an end.

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.