On April 25, Liu Xi made an exclusive interview with Liu Yaoping, the Storm TV CEO. When talking about the Internet TV competition, Liu Yaoping said: "It is expected that the entire Internet TV industry will have a good growth. No matter which company or brand is in the middle, to win this competition, how to create differences is very important. of."
Driven by the general trend, both Internet TV brands such as Xiaomi, Leshi, and Storm, as well as traditional home appliance companies such as Skyworth, TCL, and Hisense, have all scored into Internet TV. At present, there are basically three types of competition models: one is the Internet brand, and the other is The category is a traditional brand, and the last category is the YunOS mode.
Liu Yaoping said that Internet TV can accommodate 35 big heads, and now LeTV, Stormwind and Xiaomi have laid the top three. In terms of sales volume, LeTV took the top spot with 6 million units last year, followed by Storm TV and Xiaomi. In addition, traditional manufacturers such as TCL, Hisense, Skyworth, and Changhong have step by step into the marketing thinking of Internet companies. With their right to speak in the high-end market, manufacturing R&D capabilities, and channel supplier advantages, they also want to use Internet TV. Market opening up a world.
It can be seen that Internet TV has entered the white-hot competition stage, and behind this is also revealed a very important signal: a large number of users began to pay attention, and tend to choose the Internet TV brand. Baidu search index shows that in all TV brands, Internet TV brands swept the top two, in which Storm Baidu Index reached 7901 ranking second, far exceeding Hisense and Xiaomi etc., second only to LeTV.
In only one year after its establishment, Storm TV completed the layout of 5,048 stores across the country and acquired 1 million users with high efficiency, becoming the No. 2 Internet TV brand in one fell swoop. In this exclusive interview, Liu Yaoping also revealed to everyone that this year's storm TV sales target is 2 million units.
At the same time, Liu Yaoping also pointed out clearly that the current market share of the Internet is still not as strong as traditional ones. Although the user’s interaction index and Internet traffic are winning, competition will intensify in the future, and the current Internet brands are more homogenized. Only differences in the future can win this war.
How to achieve differentiation breakthrough?
All along, most Internet companies are relying on price wars to increase sales. With the continuous rise in the cost of upstream panels, labor, and raw materials in recent years, the development of Internet companies has been greatly affected, and the price war on Internet TV has been unsustainable. For example, the panel is the main component of television, and its cost accounts for more than half of the total cost of the whole machine. In the past year, some panels have risen by 50%. In the future, if manufacturers continue to play the price war, they will only drag themselves down.
As a veteran of the television industry, Liu Yaoping pointed out that the problem of rising prices of some components can be divided into two categories: one is the common problem of the industry, and the other is the problem of individuality.
If it is the common problem of the industry, let the market solve it, and use the market's means and techniques to get some effective solutions to the problem. If the objective problem is to allow the market to digest, although the stage will cause pressure on the market, but the increase will have to rise, the market competition will eventually reach a new balance, that is, non-steady dynamic balance.
In terms of personality, Storm TV adopts a strategy of strengthening the depth of cooperation and cooperation with the supply chain and building its own differentiated advantages. Storm TV must go through the iterations of generations to jump out of the model itself and create differentiated products and differentiation. Service capabilities.
Obviously, the future of Internet TV will no longer be a price competition. Products, brands, channels, experiences, etc. will become the next contest, which is also a process of achieving differentiation. AI technology has become the key to achieving differentiation.
At present, many Internet TV brands have begun to try to add artificial intelligence to their products. Millet TV 4A, a new internet TV launched in March, added voice recognition technology; TCL's new Internet TV brand Thunderbird recently released new products that also featured artificial intelligence; Microwhale Microsoft’s “micro-micro†combined to achieve The first application of face technology on the big screen side, made the "face recognition child lock" and so on.
However, if artificial intelligence is only used in speech or recognition, it may not be enough. It must be said that most of the current brands of artificial intelligence TVs are doing relatively shallow, just do some voice command-based service products through the remote control, this is only a part.
Liu Yaoping said: "The real artificial intelligence has two parts: The first part really needs more natural human-computer interaction, solves the problem of interaction, is truly thorough and natural, and does not need to rely on heavy tools other than human itself. To achieve, otherwise not enough natural; Second, according to the state of big data, in the end can not let our artificial intelligence become more fluent in speech, indeed smarter, need to be able to continuously create the ability of active services, like an assistant "."
He said that for consumers, the path decision service previously obtained on TV is very inefficient, the service chosen is difficult and inconvenient, and the user’s decision model is not correct. In addition, what kind of TV service to choose, this decision-making process is relatively long and very annoying, "TV to find the remote control is a very high threshold, sometimes the state of life is embedded, and sometimes it happens naturally, it should not be so Deliberately, if there is a more convenient choice, it will give the user a better experience."
Based on this, the biggest change in the upcoming AI TV of Stormwind TV is that across the threshold of the remote control, the TV does not need to be turned on and the scene is triggered at any time, so that the TV completely becomes an assistant role. Not only that, based on the service will be greatly expanded, resulting in a large number of service increments. It can be seen that Storm TV is using artificial intelligence to move toward a new ecological model of Internet TV.
Taking advantage of artificial intelligence, the future of Internet TV will be differentiated from the three major areas of the television industry competition is the competition for mobile Internet services, the future major companies will focus on two points and make efforts: First, how to reflect the consumption in a fixed scene The market that the person needs; The second is to create an irreplaceable new service, new product. In the future, under the impetus of new technologies such as artificial intelligence, Internet TV will undergo a complete upgrade or subversion in the three major areas.
First, the enormous expansion of distributed computing capabilities Now Internet TV has two major pain points. First, there is a certain problem in the relevance of TV entertainment and users, and the distribution of services. Second, the distribution of services is very strict, not only efficient, but also effective. Low, the application of service inventory is also low, for example, 15,000 movies may only publish less than a thousand of efficiency.
However, the pain point is the demand. According to Liu Yaoping, “This distributed computing capability will greatly expand and develop. This is a very important technology. The ability of cloud computing is given to the Internet terminal, the terminal itself. How computing power becomes an important computing or interactive portal for both the Internet of Things and smart home is an important technology. This space is very large and requires the joint efforts of the industry. It will become an important core entrance.
Second, the algorithm evolution to create a higher service efficiency Product service efficiency is the key to reflect the difference, the future evolution of Internet TV algorithms will bring about some very big changes, creating a great service experience and extremely high service efficiency.
Taking Storm TV as an example, Storm TV implemented a new retail methodology and effectively solved the problem of efficiency. Liu Yao bluntly stated that Storm TV made a BOSS platform internally, called Basic Operation Service Platform. This platform made them a good support from the cross-border connection and business model innovation, and it was a big fan in the storm TV region. Helpers, customers, and users all market on a single platform, which has greatly improved efficiency.
In addition, the combination of Storm TV and Big Data has greatly improved product efficiency. The daily use time of 50% + 6 hours per day is expected to bring about 2 times the ARPU of the industry. This value will become an important indicator to influence the trend of enterprises, investors and even the industry. It can be seen that the future of Internet TV products Service efficiency will have a great disruption.
Third, the service content will also have more new ways to play. The future of Internet TV will inevitably generate entertainment, information reading, and massive living services. The addition of artificial intelligence technology will bring a new ecosystem to Internet TV, VR and AR. Constant exploration will also make new breakthroughs in product innovation, and Internet TV will be even more fun.
For example, the form of the TV may generate high entertainment, such as the "split type" TV with extremely high exposure at present, which is currently highly sought after by consumers. The split TV consists of a TV display terminal, a TV host, and a TV stereo. Part of the composition breaks the structural pattern of integration of traditional TVs and solves many problems that traditional TVs have not been able to solve for a long time. Among them, the most popular is the world's first host-upgradable Internet TV launched by Storm TV, which can be called the first brand of split TV. With its innovative split design structure, it solves the problem of TV update iterations. . Storm TV splits core hardware such as CPU and GPU in a hot-swappable Tvkit (TV host), plugs into a designated area on the back of the TV, and can upgrade the hardware without fear of being outdated without replacing the entire unit. Not only that, the integrated design structure, in addition to taking into account the beauty and performance on the basis of providing users with the ultimate Internet software and hardware services, but also can reduce the waste of hardware materials, reduce electronic pollution.
It is reported that consumers can also make targeted selections of TV functions, screens, and audio systems according to their actual needs. Even consumers can choose to use different instructional interactions in different scenarios. Last year, Storm TV launched split TV and VR TVs to provide users with innovative experience upgrades. This year, Storm TV will also increase investment in AI black technology to enhance the user's entertainment, viewing, and interactive experience. In addition, Storm TV will also be eyeing the laser theater TV products this is currently more fierce "new products", but these products are still in the R & D stage of repeated grinding, Liu Yaoping said it will be the storm in the entire family entertainment living room market Killer products.
From this point of view, as traditional TV manufacturers and Internet companies have entered the Internet TV field one after another, the competition in this industry is becoming more and more fierce. To win in this war, achieving a differentiated competitive advantage will become the scene. The key to victory in the war. With artificial intelligence, not only can differentiate, but also bring better user experience, higher service efficiency, and more diversified service content to the entire Internet TV.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
Internet TV has formed three types of competition
The TV industry will usher in an important trend is the growth of Internet brands, the data show that the current TV brand in the traditional brand share of 66.3%, foreign brands accounted for 13.5% of the market, while the Internet TV is the only rapidly growing TV brand, it is expected that there will be a substantial increase in sales of Internet TV in 2017. Driven by the general trend, both Internet TV brands such as Xiaomi, Leshi, and Storm, as well as traditional home appliance companies such as Skyworth, TCL, and Hisense, have all scored into Internet TV. At present, there are basically three types of competition models: one is the Internet brand, and the other is The category is a traditional brand, and the last category is the YunOS mode.
Liu Yaoping said that Internet TV can accommodate 35 big heads, and now LeTV, Stormwind and Xiaomi have laid the top three. In terms of sales volume, LeTV took the top spot with 6 million units last year, followed by Storm TV and Xiaomi. In addition, traditional manufacturers such as TCL, Hisense, Skyworth, and Changhong have step by step into the marketing thinking of Internet companies. With their right to speak in the high-end market, manufacturing R&D capabilities, and channel supplier advantages, they also want to use Internet TV. Market opening up a world.
It can be seen that Internet TV has entered the white-hot competition stage, and behind this is also revealed a very important signal: a large number of users began to pay attention, and tend to choose the Internet TV brand. Baidu search index shows that in all TV brands, Internet TV brands swept the top two, in which Storm Baidu Index reached 7901 ranking second, far exceeding Hisense and Xiaomi etc., second only to LeTV.
At the same time, Liu Yaoping also pointed out clearly that the current market share of the Internet is still not as strong as traditional ones. Although the user’s interaction index and Internet traffic are winning, competition will intensify in the future, and the current Internet brands are more homogenized. Only differences in the future can win this war.
How to achieve differentiation breakthrough?
All along, most Internet companies are relying on price wars to increase sales. With the continuous rise in the cost of upstream panels, labor, and raw materials in recent years, the development of Internet companies has been greatly affected, and the price war on Internet TV has been unsustainable. For example, the panel is the main component of television, and its cost accounts for more than half of the total cost of the whole machine. In the past year, some panels have risen by 50%. In the future, if manufacturers continue to play the price war, they will only drag themselves down.
As a veteran of the television industry, Liu Yaoping pointed out that the problem of rising prices of some components can be divided into two categories: one is the common problem of the industry, and the other is the problem of individuality.
If it is the common problem of the industry, let the market solve it, and use the market's means and techniques to get some effective solutions to the problem. If the objective problem is to allow the market to digest, although the stage will cause pressure on the market, but the increase will have to rise, the market competition will eventually reach a new balance, that is, non-steady dynamic balance.
In terms of personality, Storm TV adopts a strategy of strengthening the depth of cooperation and cooperation with the supply chain and building its own differentiated advantages. Storm TV must go through the iterations of generations to jump out of the model itself and create differentiated products and differentiation. Service capabilities.
Obviously, the future of Internet TV will no longer be a price competition. Products, brands, channels, experiences, etc. will become the next contest, which is also a process of achieving differentiation. AI technology has become the key to achieving differentiation.
At present, many Internet TV brands have begun to try to add artificial intelligence to their products. Millet TV 4A, a new internet TV launched in March, added voice recognition technology; TCL's new Internet TV brand Thunderbird recently released new products that also featured artificial intelligence; Microwhale Microsoft’s “micro-micro†combined to achieve The first application of face technology on the big screen side, made the "face recognition child lock" and so on.
However, if artificial intelligence is only used in speech or recognition, it may not be enough. It must be said that most of the current brands of artificial intelligence TVs are doing relatively shallow, just do some voice command-based service products through the remote control, this is only a part.
Liu Yaoping said: "The real artificial intelligence has two parts: The first part really needs more natural human-computer interaction, solves the problem of interaction, is truly thorough and natural, and does not need to rely on heavy tools other than human itself. To achieve, otherwise not enough natural; Second, according to the state of big data, in the end can not let our artificial intelligence become more fluent in speech, indeed smarter, need to be able to continuously create the ability of active services, like an assistant "."
Based on this, the biggest change in the upcoming AI TV of Stormwind TV is that across the threshold of the remote control, the TV does not need to be turned on and the scene is triggered at any time, so that the TV completely becomes an assistant role. Not only that, based on the service will be greatly expanded, resulting in a large number of service increments. It can be seen that Storm TV is using artificial intelligence to move toward a new ecological model of Internet TV.
Taking advantage of artificial intelligence, the future of Internet TV will be differentiated from the three major areas of the television industry competition is the competition for mobile Internet services, the future major companies will focus on two points and make efforts: First, how to reflect the consumption in a fixed scene The market that the person needs; The second is to create an irreplaceable new service, new product. In the future, under the impetus of new technologies such as artificial intelligence, Internet TV will undergo a complete upgrade or subversion in the three major areas.
First, the enormous expansion of distributed computing capabilities Now Internet TV has two major pain points. First, there is a certain problem in the relevance of TV entertainment and users, and the distribution of services. Second, the distribution of services is very strict, not only efficient, but also effective. Low, the application of service inventory is also low, for example, 15,000 movies may only publish less than a thousand of efficiency.
However, the pain point is the demand. According to Liu Yaoping, “This distributed computing capability will greatly expand and develop. This is a very important technology. The ability of cloud computing is given to the Internet terminal, the terminal itself. How computing power becomes an important computing or interactive portal for both the Internet of Things and smart home is an important technology. This space is very large and requires the joint efforts of the industry. It will become an important core entrance.
Second, the algorithm evolution to create a higher service efficiency Product service efficiency is the key to reflect the difference, the future evolution of Internet TV algorithms will bring about some very big changes, creating a great service experience and extremely high service efficiency.
Taking Storm TV as an example, Storm TV implemented a new retail methodology and effectively solved the problem of efficiency. Liu Yao bluntly stated that Storm TV made a BOSS platform internally, called Basic Operation Service Platform. This platform made them a good support from the cross-border connection and business model innovation, and it was a big fan in the storm TV region. Helpers, customers, and users all market on a single platform, which has greatly improved efficiency.
In addition, the combination of Storm TV and Big Data has greatly improved product efficiency. The daily use time of 50% + 6 hours per day is expected to bring about 2 times the ARPU of the industry. This value will become an important indicator to influence the trend of enterprises, investors and even the industry. It can be seen that the future of Internet TV products Service efficiency will have a great disruption.
Third, the service content will also have more new ways to play. The future of Internet TV will inevitably generate entertainment, information reading, and massive living services. The addition of artificial intelligence technology will bring a new ecosystem to Internet TV, VR and AR. Constant exploration will also make new breakthroughs in product innovation, and Internet TV will be even more fun.
For example, the form of the TV may generate high entertainment, such as the "split type" TV with extremely high exposure at present, which is currently highly sought after by consumers. The split TV consists of a TV display terminal, a TV host, and a TV stereo. Part of the composition breaks the structural pattern of integration of traditional TVs and solves many problems that traditional TVs have not been able to solve for a long time. Among them, the most popular is the world's first host-upgradable Internet TV launched by Storm TV, which can be called the first brand of split TV. With its innovative split design structure, it solves the problem of TV update iterations. . Storm TV splits core hardware such as CPU and GPU in a hot-swappable Tvkit (TV host), plugs into a designated area on the back of the TV, and can upgrade the hardware without fear of being outdated without replacing the entire unit. Not only that, the integrated design structure, in addition to taking into account the beauty and performance on the basis of providing users with the ultimate Internet software and hardware services, but also can reduce the waste of hardware materials, reduce electronic pollution.
It is reported that consumers can also make targeted selections of TV functions, screens, and audio systems according to their actual needs. Even consumers can choose to use different instructional interactions in different scenarios. Last year, Storm TV launched split TV and VR TVs to provide users with innovative experience upgrades. This year, Storm TV will also increase investment in AI black technology to enhance the user's entertainment, viewing, and interactive experience. In addition, Storm TV will also be eyeing the laser theater TV products this is currently more fierce "new products", but these products are still in the R & D stage of repeated grinding, Liu Yaoping said it will be the storm in the entire family entertainment living room market Killer products.
From this point of view, as traditional TV manufacturers and Internet companies have entered the Internet TV field one after another, the competition in this industry is becoming more and more fierce. To win in this war, achieving a differentiated competitive advantage will become the scene. The key to victory in the war. With artificial intelligence, not only can differentiate, but also bring better user experience, higher service efficiency, and more diversified service content to the entire Internet TV.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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