On April 27th before the holiday, on April 27th, PPTV Juli invited almost all the traditional TV brands in China, such as Konka, Hisense, Skyworth, Sony, Samsung, and LG, to Beijing to release their own smart TV ecosystem PPOS. Mainly for traditional TV manufacturers to open. Because of the similar bridge section that started with Facebook (it was also known as the first version of pplive was born in the student dormitory of Huazhong University of Science and Technology), because of the plot of the school and the NBA live broadcast that was very precious at that time, the author paid attention very early. To it. Gradually the school graduated for a long time, and the NBA saw it even less. If it weren't for PPTV's voice, it even forgot that it was pplive. It is in this amazement of being forgotten that PPOS can survive in the smart TV market jungle.
Because of the in-depth education of smart phone terminals, the public was wrapped into an unprecedented intelligent trend and quickly convinced the opposite of traditional television. In the face of Internet TV, the old interactive interface and sturdy content of traditional televisions appear to be unresponsive. According to data from iResearch, the domestic online video market grew by 76.4% in 2014. Compared with the strong contrast, the overall cable TV market has shrunk. Speaking of domestic Internet TV, this is a huge mass market with annual sales of 45 million units and a scale of more than 150 billion yuan. At the same time, there are hundreds of millions of dollars of market stock to be updated. If we look at the broader living room network economy, it is a trillion-scale market. From the point of view of cutting into the smart hardware market, the logic of PPOS is somewhat similar to that of LeTV and Xiaomi. Together with the power of the Internet video system, PPOS is even considered a replica of LeTV. In fact, there is a fundamental difference between the two Internet video ecosystems. LeTV first started as an Internet TV. In the subsequent joint positioning of mobile phones, automobiles, and other products, its Internet TV model has gradually become clear. In Jia Yueting's blueprint, it is necessary to use its own operating system EUI to connect various terminals from the ground up to achieve multi-screen unification. Smart TV is one of the pioneers. Correspondingly, because of the goal of interconnecting and seamlessly connecting multiple types of desktops, LeTV emphasizes the neat collaboration of products, from hardware and UI to content, product development, sales, and operations. So far, its focus has always been on Did not leave the business closed-loop.
When we talk about creating a closed-loop ecosystem, it is exactly what Jia Yueting has revealed: Other people do ecology more like a fulcrum, inciting many external forces to join the ecology, and doing their own ecology, because the goals set at the beginning depend on The integration of energy-driven fields has resulted in a lot of investment and a very tiring process. In particular, as a whole, the copyright of the content resource, which is the basis of the entire ecosystem, has become the strong pressure of today due to its advantages introduced in the early years. Compared with the integrated closed-loop structure of LeTV, why did PPOS choose to open up? Faced with the impact of Internet companies, traditional TV manufacturers are almost always involved in the intelligent transformation. The huge market prospects, coupled with rapid iterations, put the traditional TV makers in urgent need of touch. It is unrealistic for them to establish their own ecology, and it is not the current demand of the traditional TV manufacturers. It seems that a convenient and efficient method is to use their own hardware accumulation and choose cross-border cooperation so that traditional TV manufacturers can quickly find intelligence. TV direction and network port. The reality facing them is that the supervision of policies restricts the division of work between the Internet content platform and the smart TV platform, which makes the smart TV system different from the PC and mobile phone systems and has a certain degree of closure. Even if the traditional TV manufacturers launch smart TV terminals, and the content platform that is the core of Internet TV is still looking for a period of export, this kind of cross-border will inevitably not easily take place. However, in terms of platforms such as LeTV and Xiaomi, which are positioned as ecologically oriented, the cross-border cooperation with traditional TV manufacturers will be considered as a waiver of their own before the market landscape has not undergone profound changes. Similar to the intensive development of Youku and iQiyi, PPOS chose to open it to break the balance in the current market and grab the opportunity to provide the port to the traditional TV manufacturers. It must be said that the opening of PPOS is Suning-style business choice.
For Suning, its advantages lie in e-commerce platforms and offline channels. Relying on Suning's powerful stores and logistics system, through the online platform of Suning's E-Shop, PPOS can achieve a different selling experience than Internet brands like LeTV and Xiaomi. This is the channel capital that other Internet TVs have not had. And unlike smart phones, the volume and weight of smart TV products determine their ultra-high requirements for logistics systems. As TV needs to provide a comprehensive physical experience, pre-sales services and complex and rigorous after-sales support, the current Internet brand TV is truly The short board is here. Suning has a strong channel advantage and will provide nationwide, fast and convenient home delivery and installation services for TV products equipped with PPOS ecosystem. It will achieve “half a day†in 55 cities and 152 regions, and introduce a fast after-sales service system. Solve all problems in the use of products for consumers. When it comes to OS, you have to talk about ecology. At present, it is not possible to see that LeTV or Suning has the obvious action of its mobile terminal, but it can be imagined that the amount of 3 million units sold per year as announced at the press conference will be a great deal for new user scenarios such as Suning Cloud Business and O2O. supplement. From a commercial point of view, it is of great significance for Suning to enrich its product matrix, increase offline storefronts, and speak online e-commerce platforms.
Faced with the increasingly competitive environment of the online video market, even if the platform is backed by a large gold owner is still uneasy, many traditional veteran forces even do not meet or even drop the team. From this perspective, it is fortunate to have the opportunity to find out more about opportunities for users to get in touch with users and to infiltrate models or channels into traditional industries. After intensive personnel changes and changes in market trends, PPTV gradually slipped out of the top three of the industry. This time the launch of smart TV terminal system is currently the only domestic online video site except for LeTV. It can be seen that its eager line is falling down. On the other hand, the proliferation of "Internet +" has activated the strong desire of users, but online content is only part of the consumer experience, and hardware, logistics, service and other experiences are completed online. Facing the complex and diverse online content demands and offline experience requirements of consumers, it is by no means an internet company with only one or two years of experience to complete the integration. Both the consumer and the industry need a more open and more tier of Internet TV ecology. With different business logics and positions, LeTV emphasizes the value of content and the primary attributes of ecological closed-loop. PPOS has chosen an open mechanism. Two different ideas may affect the selection of other video industry teams.
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