A war without gun smoke is being revived in the Internet TV industry due to the launch of new micro whale products.
According to the data released by Aowei Cloud Network, the market share of Internet brands in the first quarter of 2016 was 10.3%, an increase of 3.3 percentage points from the same period of last year, surpassing foreign brands to become the second largest camp in color TV market.
In such a market environment, traditional TV brands have come up with a variety of moves to survive. The obvious contrast is that Internet TV brands are extremely active. In the past year or two, there have been a sudden influx of nearly 20 Internet TV brands. Like other highly competitive industries, in the past two years, the pattern of Internet TV has gradually become clear with the shuffling of “bloods of bloodâ€: LeTV and Xiaomi Hustle have been fighting together to compete for the market. Last year, the Internet TV's upstart micro-whales entered the fray, moving at the lowest speed and quickly entering the first camp.
On May 18th, W49F, the first television product of the micro-whale "Youth" series, made its debut on the dual-platform Jingdong and Tmall platform. This is an Internet TV product launched by the microwhale after the release of the W50J in March. This product is aimed at young people. The theme is "You have to play with youth."
At this point, slightly tired Le Shi and Xiaomi, once again ushered in the targeted attack of the micro-whale. "Micro whale" has become a "killer whale," and the Internet TV battle has also shifted from "doubly hegemony" to "three killed."
Different for a new generation: youth storms
The admission of micro-whales in the Internet TV industry seems to be a bit late. Until August of this year, Micro-Whale Technology released micro-whale TV, which was thrown into the Internet TV industry. However, relying on accurate crowd positioning and market segmentation, it is gradually devouring the market share of LeTV and Xiaomi. In last year’s Double Eleven Mardi Gras Festival, Microwhale TV won a new 55-inch Internet TV with a 55-inch new product, more than 27,000 single-item sales, exceeded 100 million in sales, and won Break the 50 million fastest, the first single cat, sales break the fastest and many other first.
According to a 2015 Internet TV audience research report published by Nielsen.com, an authoritative third-party media monitoring and research institution, it shows that by providing audiences with a brand new viewing experience, Internet TV is bringing a large group of young users back to TV screens. Users aged 18-34 accounted for 45.4%, occupying a dominant position; users aged 35-54 accounted for 29.6%, and users over 54 were only 9.3%.
The author noticed that the micro-whale TV has already locked in young users such as 80s and 90s. The microwhale has put forward the concept of “microwhal generationâ€. The microwhales believe that the young people born in the 1980s and 1990s and beyond were the generation that grew up with the Internet. In the era of dramatic change, they were tiny individuals. “They are tiny and Greatness is a whale that swims in the Internet ocean." The brand stance of micro-whales is "different for a new generation of students." The theme of the "Youth Series" is "Youth must play out of place." It can be seen that the micro-whale's positioning population is a young consumer group.
In order to meet the needs of young groups and fully tap market segments, the microwhales have been custom-designed for young people in terms of appearance, interface, and content, and launched youth products for young consumers.
Take the W49F, the first television product in the “Youth†series launched on May 18th as a micro-whale. The young whale W49F has made great efforts on the face of young people's pursuit of value: with a 9.9mm slim all-metal body, a 49-inch screen is moderate, whether it is hung on the wall or placed on a TV cabinet, it has a good The harmony of the furniture style is perfect. The simpler style, the greater temperament, the wider vision, and the more textured metal design have escaped the stereotype of the fragile and fragile manufacturing that television has brought to the past and are in line with the aesthetic trends of young people.
In terms of prices, young people have just entered the workplace, and their income is usually wage earners. The micro whale will be sold on the dual platforms Jingdong and Tmall. The price is only 2098 yuan. It is not a burden for the young people. It is just the price of an entry-level mobile phone. The micro whale W49F is the first entry-level TV for young families. .
In 2016, the youth whale’s youthful winds will continue to squeak. According to industry sources, the 2016 micro-whale will launch at least 10 Internet TV products. It is not hard to imagine that the youth storm of micro-whales will allow more young people to return to their families and return to television screens.
Wide grain, slow king: technology + media
Of course, before the young people want to return to the TV screen, it is not feasible to rely solely on the hardware ideas of traditional TV brands. Traditional TV products can no longer satisfy the increasingly discerning consumers nowadays. The big advantage of emerging Internet TV companies is that relying on the Internet with extremely rich resource content also brings endless joy to every family.
The microwhale put forward the concept of "technology + media" and simply understood that it is "hardware + content." In terms of strategy, the micro whale is a "product of food" (excellent content) and is nicknamed Wang (low-key and pragmatic, speeding forward). In terms of content, micro whales have unique resource advantages compared to competitors. Li Huaiyu, CEO of Micro Whale Technology, once admitted that the team of the micro whale once had more than 30 million paid user management experience, and “the domestic counterparts have no experience in this areaâ€.
From the date of its birth, the microwhales have devoted themselves to content resources and fully tapped their "media" attributes. Relying on the Chinese culture (CMC), with the Alibaba, Tencent, BBC, etc., micro-whales have launched in-depth cooperation, while the micro-whale also has a good voice in China, many Hollywood blockbusters, Super League, Champions League, BBC documentary, TVB synchronized Hong Kong drama and Mango TV Variety and other content resources.
In order to meet the young people's content resources in the smart TV can be reflected in the recent is also frequent moves, more in the search for business models and breakthroughs.
In March, Microwhale and Mango TV announced the launch of China’s first star star to play an interactive reasoning game show star detective.
In April, the microwhale announced the VR (virtual reality) strategy of micro-whales and announced that it will conduct VR full-value chain layout from technological innovation, equipment development, and content creative production. At the same time, they also teamed up with Jaunt and NextVR to get involved in VR film and TV live.
On May 9th, the microwhales announced that they would join hands with Manchester City to seize the family living room and enter the field of VR sports. In the future, they will use VR technology to bring users subversive on-the-spot experience.
On May 12th, Microwhale and Canxing made a joint launch of the first domestic EDM (Electronic Dance Music) music program, Gagey.
Micro whale subverts and breaks through and Le Mai staged "New Three Kingdoms Kill"
In the brand competition of the Internet TV market, the smoke of Xiaomi and LeTV has not yet ended, but it has already been enemies. During this time, the micro-whale has been successfully attacked and has reached the hinterland where Xiaomi and LeEr competed for the new Three Kingdoms Kill.
Millet suffered a development bottleneck, while another Internet television LeTV was recently ridiculed by "PPT". The “LeTV ecology†it has been advocating has been questioned by people in the industry. Now LeTV's ecosystem financing scale exceeds 20 billion. Behind every financing, Jia Yueting can see the gambling. Leshi’s life is tied to Jia’s boss. All the safety mats for gambling are on the dominoes of Jia boss. For shareholders, it is certainly not the end.
The micro-whale is a step-by-step business. With the release of the youth series on the product line, it will catch up with the multi-model and multi-size matrix of Xiaomi and LeTV. In terms of ecological layout, micro-whales not only distribute and create content, but also build their own smart TV ecology and platform. For example: to invest in Konka, to achieve synergies in the supply chain, channels, etc.; with the United States, Anjixing jointly set up at CES, and work together to create a "Smart Home" Internet ecology. In the future profit model, CEO Li Huaiyu once admitted that small whale TV hardware products do not generate profits, but in the future, micro whales can make more profits in user subscriptions, advertisements, and APP distribution.
In 2016, the Internet TV series of the rivers and lakes, from Xiaomi Leshi’s dual hegemony to the arrival of the micro-whale into the “new three-nation killing†started in the war situation, the pattern has become, advantages and resources have their merits and demerits. Only who will eventually become the "leader" of Internet TV will have to look at the test of the market. Even though LeTV is the first in the industry, it still looks like a blind eye. However, we have already seen low-profile micro-whales that are aggressive and low-key, but if the front-line LeTV doesn’t do a good job of “learning,†I am afraid it will be exceeded.
According to the data released by Aowei Cloud Network, the market share of Internet brands in the first quarter of 2016 was 10.3%, an increase of 3.3 percentage points from the same period of last year, surpassing foreign brands to become the second largest camp in color TV market.
In such a market environment, traditional TV brands have come up with a variety of moves to survive. The obvious contrast is that Internet TV brands are extremely active. In the past year or two, there have been a sudden influx of nearly 20 Internet TV brands. Like other highly competitive industries, in the past two years, the pattern of Internet TV has gradually become clear with the shuffling of “bloods of bloodâ€: LeTV and Xiaomi Hustle have been fighting together to compete for the market. Last year, the Internet TV's upstart micro-whales entered the fray, moving at the lowest speed and quickly entering the first camp.
On May 18th, W49F, the first television product of the micro-whale "Youth" series, made its debut on the dual-platform Jingdong and Tmall platform. This is an Internet TV product launched by the microwhale after the release of the W50J in March. This product is aimed at young people. The theme is "You have to play with youth."
At this point, slightly tired Le Shi and Xiaomi, once again ushered in the targeted attack of the micro-whale. "Micro whale" has become a "killer whale," and the Internet TV battle has also shifted from "doubly hegemony" to "three killed."
Different for a new generation: youth storms
The admission of micro-whales in the Internet TV industry seems to be a bit late. Until August of this year, Micro-Whale Technology released micro-whale TV, which was thrown into the Internet TV industry. However, relying on accurate crowd positioning and market segmentation, it is gradually devouring the market share of LeTV and Xiaomi. In last year’s Double Eleven Mardi Gras Festival, Microwhale TV won a new 55-inch Internet TV with a 55-inch new product, more than 27,000 single-item sales, exceeded 100 million in sales, and won Break the 50 million fastest, the first single cat, sales break the fastest and many other first.
According to a 2015 Internet TV audience research report published by Nielsen.com, an authoritative third-party media monitoring and research institution, it shows that by providing audiences with a brand new viewing experience, Internet TV is bringing a large group of young users back to TV screens. Users aged 18-34 accounted for 45.4%, occupying a dominant position; users aged 35-54 accounted for 29.6%, and users over 54 were only 9.3%.
The author noticed that the micro-whale TV has already locked in young users such as 80s and 90s. The microwhale has put forward the concept of “microwhal generationâ€. The microwhales believe that the young people born in the 1980s and 1990s and beyond were the generation that grew up with the Internet. In the era of dramatic change, they were tiny individuals. “They are tiny and Greatness is a whale that swims in the Internet ocean." The brand stance of micro-whales is "different for a new generation of students." The theme of the "Youth Series" is "Youth must play out of place." It can be seen that the micro-whale's positioning population is a young consumer group.
In order to meet the needs of young groups and fully tap market segments, the microwhales have been custom-designed for young people in terms of appearance, interface, and content, and launched youth products for young consumers.
Take the W49F, the first television product in the “Youth†series launched on May 18th as a micro-whale. The young whale W49F has made great efforts on the face of young people's pursuit of value: with a 9.9mm slim all-metal body, a 49-inch screen is moderate, whether it is hung on the wall or placed on a TV cabinet, it has a good The harmony of the furniture style is perfect. The simpler style, the greater temperament, the wider vision, and the more textured metal design have escaped the stereotype of the fragile and fragile manufacturing that television has brought to the past and are in line with the aesthetic trends of young people.
In terms of prices, young people have just entered the workplace, and their income is usually wage earners. The micro whale will be sold on the dual platforms Jingdong and Tmall. The price is only 2098 yuan. It is not a burden for the young people. It is just the price of an entry-level mobile phone. The micro whale W49F is the first entry-level TV for young families. .
In 2016, the youth whale’s youthful winds will continue to squeak. According to industry sources, the 2016 micro-whale will launch at least 10 Internet TV products. It is not hard to imagine that the youth storm of micro-whales will allow more young people to return to their families and return to television screens.
Wide grain, slow king: technology + media
Of course, before the young people want to return to the TV screen, it is not feasible to rely solely on the hardware ideas of traditional TV brands. Traditional TV products can no longer satisfy the increasingly discerning consumers nowadays. The big advantage of emerging Internet TV companies is that relying on the Internet with extremely rich resource content also brings endless joy to every family.
The microwhale put forward the concept of "technology + media" and simply understood that it is "hardware + content." In terms of strategy, the micro whale is a "product of food" (excellent content) and is nicknamed Wang (low-key and pragmatic, speeding forward). In terms of content, micro whales have unique resource advantages compared to competitors. Li Huaiyu, CEO of Micro Whale Technology, once admitted that the team of the micro whale once had more than 30 million paid user management experience, and “the domestic counterparts have no experience in this areaâ€.
From the date of its birth, the microwhales have devoted themselves to content resources and fully tapped their "media" attributes. Relying on the Chinese culture (CMC), with the Alibaba, Tencent, BBC, etc., micro-whales have launched in-depth cooperation, while the micro-whale also has a good voice in China, many Hollywood blockbusters, Super League, Champions League, BBC documentary, TVB synchronized Hong Kong drama and Mango TV Variety and other content resources.
In order to meet the young people's content resources in the smart TV can be reflected in the recent is also frequent moves, more in the search for business models and breakthroughs.
In March, Microwhale and Mango TV announced the launch of China’s first star star to play an interactive reasoning game show star detective.
In April, the microwhale announced the VR (virtual reality) strategy of micro-whales and announced that it will conduct VR full-value chain layout from technological innovation, equipment development, and content creative production. At the same time, they also teamed up with Jaunt and NextVR to get involved in VR film and TV live.
On May 9th, the microwhales announced that they would join hands with Manchester City to seize the family living room and enter the field of VR sports. In the future, they will use VR technology to bring users subversive on-the-spot experience.
On May 12th, Microwhale and Canxing made a joint launch of the first domestic EDM (Electronic Dance Music) music program, Gagey.
Micro whale subverts and breaks through and Le Mai staged "New Three Kingdoms Kill"
In the brand competition of the Internet TV market, the smoke of Xiaomi and LeTV has not yet ended, but it has already been enemies. During this time, the micro-whale has been successfully attacked and has reached the hinterland where Xiaomi and LeEr competed for the new Three Kingdoms Kill.
Millet suffered a development bottleneck, while another Internet television LeTV was recently ridiculed by "PPT". The “LeTV ecology†it has been advocating has been questioned by people in the industry. Now LeTV's ecosystem financing scale exceeds 20 billion. Behind every financing, Jia Yueting can see the gambling. Leshi’s life is tied to Jia’s boss. All the safety mats for gambling are on the dominoes of Jia boss. For shareholders, it is certainly not the end.
The micro-whale is a step-by-step business. With the release of the youth series on the product line, it will catch up with the multi-model and multi-size matrix of Xiaomi and LeTV. In terms of ecological layout, micro-whales not only distribute and create content, but also build their own smart TV ecology and platform. For example: to invest in Konka, to achieve synergies in the supply chain, channels, etc.; with the United States, Anjixing jointly set up at CES, and work together to create a "Smart Home" Internet ecology. In the future profit model, CEO Li Huaiyu once admitted that small whale TV hardware products do not generate profits, but in the future, micro whales can make more profits in user subscriptions, advertisements, and APP distribution.
In 2016, the Internet TV series of the rivers and lakes, from Xiaomi Leshi’s dual hegemony to the arrival of the micro-whale into the “new three-nation killing†started in the war situation, the pattern has become, advantages and resources have their merits and demerits. Only who will eventually become the "leader" of Internet TV will have to look at the test of the market. Even though LeTV is the first in the industry, it still looks like a blind eye. However, we have already seen low-profile micro-whales that are aggressive and low-key, but if the front-line LeTV doesn’t do a good job of “learning,†I am afraid it will be exceeded.
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