Leshi millet saliva warfare "jealous" dead traditional TV manufacturers

The gradual warming up of the "war" has naturally attracted many people to watch the lively event. The public relations teams of the two sides are even more busy, and they also show a variety of big muscles on Weibo. Although for ordinary consumers, the verbal battle between the two sides is nothing more than talk of money after dinner, but in my opinion, this approach of "broad eyeball" on both sides has made many traditional TV manufacturers feel particularly jealous. I didn’t think about it this way. In the past few days, I had a chat with a classmate who was working in a traditional TV manufacturer about LeTV and Xiaomi’s mutual trussing. He also told me that all people are paying attention to these two battles. Something, I feel that other TV makers are almost forgotten.

It is undeniable that LeTV and Xiaomi were all born in the most glamorous era of the Internet. Standing on this favorable juncture, it is hard to think about not developing. To give a simple example, LeTV upgraded its TV sales from 0 to 1 million units in just two years. You don’t have to look at the numbers for only 1 million units, but you need to know that television is not as fast as the mobile phone (up to now, there is a 29-inch CRT color TV in my house), even if it’s even cheaper for two or three thousand yuan. The TVs have to be in service for at least three years now. This is not a competition between the domestic and foreign television giants (Samsung, Sony, TCL, Changhong, etc.). The just-started TV brand can do this now, indeed, is deeply aware of the current Internet gameplay.

Today, I don’t want to talk about how LeTV’s so-called eco-closed loop and millet’s aggregation and openness are better, but I’d like to understand another issue. Why the revolution in the TV industry does not come from knowing more about TV’s internals, but it’s like LeTV, Internet companies such as Xiaomi take the first step? In my opinion, apart from the disconnection between traditional TV manufacturers' own production and sales models and the current Internet era, they haven’t spent a great deal of effort to solve the core consumer pain points that TV users have encountered after they purchased TV. Content issues.

And companies like Le Shi and Xiao Mi can use this short time to achieve extraordinary results and loudness in the television industry. In addition to marketing methods and fan economics, they have indeed done enough to solve users' pain points. Preparation. Letv now has basically formed an ecosystem of "content + platform + terminal + application", and Xiaomi will also build its own open convergence platform with a massive investment of 1 billion US dollars. It is foreseeable that the two will also be on TV in the future. The provision of more and richer content to users, coupled with the lower cost of hardware than traditional television products, is highly tempting to anyone. Even if these contents need to be paid by paying a certain fee.

But does this mean that traditional TV manufacturers have lost the possibility of turning the situation? In fact, this is not the case. The construction of the television content mentioned above is not limited to such forms and forms as LeTV and Xiaomi. It is entirely possible to find other breakthrough points for "self-help." TCL teamed up with iQiyi, Skyworth and Alibi to promote the Internet TV sub-brand CoolTV, etc. Traditional TV manufacturers are also making continuous attempts to transform the Internet. In addition, traditional TV manufacturers can also carry out some alliances to use their respective advantages in the supply chain, offline channels, and overseas markets, and to cooperate on contents and platforms. The secondary growth of traditional TV manufacturers is not impossible. . Therefore, it is useless for others to be jealous, or to change their attitudes with impatience.