Is LeTV really unbearable? Millet Fighting War Makes "Friends" Send Words

It did not surpass everyone's expectations that Xiaomi and LeTV, two of the most powerful Internet hardware companies in the country, once again fought on Sina Weibo, a battlefield they were very familiar with. Become a millet.


Carefully think about it, as LeTV basically can not find any kind of reason not to fight, after all, Xiaomi has been “bullying” to their heads: On the afternoon of the 10th, Xiaomi held a conference to announce the video on the Xiaomi TV platform The amount of on-demand program content has surpassed LeTV for several times as a result of content advantage. This shock is basically equivalent to one day when BYD suddenly stood out and Tesla's electric car was lagging behind. My home electric car battery life is longer than him, charging He is faster than him, he has more cruising range, and his price is cheaper than him... What do you think Tesla will think? "You're sick?" That's right, I guess that's what LeTV thinks.

Obviously, at the time, Lei Jun was not only not ill, but also very conscious and healthy. In order to explain that the richness of Xiaomi TV's content has reached the point where “youn” has made a point, it has also produced a notarized certificate (in view of The content of the notarial certificate is already in Montreal. Please dear readers yourself, Baidu.) This move should have epoch-making significance in the history of public relations in China. For the first time, even the verbal warfare has not started yet, it has taken the lead. Weapons of law: To know that the certificate is written with the word "preservation of evidence", and why the specific proofs and proofs should be preserved, everyone will be able to imagine.

Pre-war strength comparison analysis: Millet LeTV, who is stronger?

As soon as the press conference was over, microblogs were already fired up again and again. The two “friends” who started each other were unambiguous, and we had to accumulate a bit of theoretical and technological foundations before we could sit back and watch: Before Xiaomi TV quarreled with us today, how did we go through different distances in the focus of the war?

LeTV: behind the content leader, actually it is the beneficiary of the radio and television policy dividend.

Seeing this subtitle, I'm afraid there are many people who will come out on the street the first time: Say what, LeTV can be bullied by the SARFT for several rounds! Don't worry, we are not talking here last summer that made LeTV look unrecoverable. But at least it should be back to 2012. Before Internet TV as a newly emerged product form was formally managed by SARFT's 181 document, it also experienced a brutal period of growth that was in line with national conditions.

Before LeTV announced its entry into the smart TV industry, the main proponents of this industry have always been those traditional TV manufacturers. At that time, the only source of video content for smart TVs was the seven licensees who obtained licenses for broadcast control platforms of SARFT. Our own content of these licensees is regarded as a poor mess compared to LeTV's video site. If we think again of the Internet copyright of the content of the television programs at that time is as cheap as selling cabbage, you can understand that LeTV has waved. When the glittering copyright banner is in place, these traditional manufacturers who have to play in accordance with SARFT's routines will be jealous.

Xiaomi: Trying to consolidate the road but was stepped on the brakes by the policy and return to the traditional model to be a child.

Unlike LeTV’s continuous accumulation of copyright in video content, Xiaomi seems never to have thought about it: The millet box generation, the first product of Xiaomi’s TV division, was the “convergence” route at the very beginning of product design. Unfortunately, due to these The content has not been managed by broadcast control platform and was suspended by SARFT. However, Xiaomi returned to the traditional path of cooperation with licensees. First, the future television and then the introduction of Galaxy Internet TV, although there are iQiyi content blessing However, it cannot be said that the quantity and quality of content are 100% satisfactory.

Therefore, from this perspective, LeTV is behind a video website, and the content of Xiaomi TV only comes from a broadcast control platform licensee. Sentenced.

Provoked the war: what did Xiaomi do in the end, and which piece of cheese was music?

On the Xiaomi cell phone, once there was no unfavorable "does not want to run a single point?" The subjective comparison of TV content does not work. This makes the old revolution of Lei Jun's mobile phone encountered a new problem in the smart TV, and the final "evidence preservation "It has also become the only feasible way to resolve the content of the smart TV between the two parties.

But in fairness, the assessment of content should focus on the complement of "quantity" and "value". It seems that the number is still somewhat thin, so Lei Jun listed one by one in this year's slide. Hollywood movies aired on the platform to show their own amount of content to achieve a double harvest. In the business model, Xiaomi TV did not use the pre-paid model with a 1-2 year annual fee (490-980 yuan) for LeTV's purchases. Instead, it paid mainly for single-chip or content packages. With great freedom, users only need to pay for what they need. Compared to 100% pre-paid for LeTV, Xiaomi hopes to use more free content to bring in more users, so that it can take advantage of the long tail effect. Users find more payment opportunities, and this is where Millet touches the core of LeTV's interests.

Unlike LeTV’s “own content + prepayment” similar to Netflix, Xiaomi’s “aggregate content + pay-as-you-go” business model prefers to take advantage of two very significant natures of users (especially smart TV users): “Lazy "And greed." In online video usage scenarios of PCs and mobiles, users can repeatedly switch between different video applications in order to watch more and better free content so as to show no loyalty at all, but they want to achieve this on smart TVs. However, it is difficult: on the one hand, it is due to SARFT's policy restrictions that each smart TV can only install one broadcast control platform and prohibit the video website's clients from appearing on the TV, and on the other hand, the human-computer interaction design of smart TVs. In the above, the remote controller cannot be used as easily as a touch or a mouse to allow the user to repeatedly switch among multiple different applications, thereby causing the user to significantly increase the cost of discovering content. In the above two aspects, it is more convenient for the user to satisfy them. Laziness provides more content in the pre-installed video app for smart TVs; it seems to be easier for users to understand the greed, and they do not care whether the smart TV manufacturer's business model is open or closed. As long as you can see better quality, richer content, and more timely updated video content will be produced for this platform. Sticky.

Tactical Analysis: Is the millet model legal and reasonable? Is the LeTV model really backward?

As mentioned in the previous article, Xiaomi TV had already tried video aggregation at the very beginning, and at the time, it was dismissed due to policy factors. However, the situation was very different this time: the content that was organized by itself was not passed. Compared with the broadcast control platform, this time adopts a more complex content replication model, ie, through investing in shares and other business methods, the existing content providers or video websites are treated as CPs (content providers) to let them go. Legitimate and essential broadcast control platforms (Future TV and Galaxy Internet TV) are docked and provide content directly to the broadcast control platform. Whether or not the broadcast is broadcast depends on the screening of the broadcast control platform. This is the policy for Xiaomi. The compliance of the aggregation model provides protection.

Compared with the precondition of policy compliance, the enthusiasm of partners seems to be a more important part of this model. After all, for content providers, sufficient VV and liquidity are their core requirements, but this is a small one. The current state of meter does not seem to be worth worrying about:

First of all, the scope of this collaboration, in addition to the 6.7 million stock of millet TVs and the Xiaomi box, also covers Xiaomi's mobile phone terminal. In the subsequent MIUI update, the aggregated client will be gradually brought online. I am afraid this is for CP. They are more attractive;

√ Secondly, the emergence of an aggregation model has solved the problem of traffic and realisation of home-grown content on video sites. Since 2013, as the price of internet copyrights for film and television works has soared from cabbage to white flour, video websites that are not willing to go to bed quickly changed their thinking and decided to spend more money on their hands and start making home-made dramas. The shooting: This is very easy to understand. Anyway, it's all about spending money. Why doesn't it take to differentiate the competition? Therefore, excellent homemade content such as LeTV's Huang Duanzi, Sohu's Dapeng N Bar N, and Iqiyi's Qi Qi said that these contents, which were only broadcast on their own platforms, have become very good for each video platform. The content of the banner; but at the same time, another issue has also come along with it: complete broadcasting alone can bring certain traffic and attention to itself, but how to realize cash on a bigger stage has also become a problem. Of course, content cannot be output to other video platforms, and it is also very difficult to feed these contents to traditional broadcasters. Millet TV, the complete third-party intelligent hardware device, has become the best place to stay.

Finally, from the perspective of the stability of the cooperation between the two sides, it seems that there is no need for separation. On the one hand, this time, Xiaomi's co-operation is not an empty glove and a white wolf but an investment cooperation with real money and platinum. It solves the big problems of video content providers such as video websites, and on the other hand, the content partners Say, as long as there is no play behavior, there will not be any investment in CDN and server resources, the sunk cost in cooperation is close to 0, and once the user clicks on these cooperation contents, it may constitute a long tail trading opportunity, so it looks like this It should also be the sound of steady gains and losses.

However, compared to the convergence model of smaller meters, LeTV's pre-charge model has really fallen behind? not really. It should be noted that LeTV's sales model is actually content subsidy hardware cost to promote users to complete the first purchase, and still has a price compared to the traditional TV brand product prices (especially the offline price) after subsidies. Obvious advantages, and LeTV's own boutique content portfolio is also an important reference factor to promote user purchases.

A lot of people mentioned LeTV.com and they will mention that they have not yet released their own monthly content. However, in fact, solo content is more of a role in market promotion. It's just a plus, not a deciding factor (I believe that almost no one will buy LeTV on the basis of the embarrassment of the moon), but if you take it out, you have to make up for the death squad 3, bears, and live sports. An excellent array of content that covers both men, women and children has an impetus. In addition, as a large-scale home appliances - smart TV has a very important feature, which is irreplaceable, although the price and a high-end mobile phone may be similar, but more users will not choose to change in a year or two TV (statistics shows that China's current television users have a replacement cycle of 5-8 years). Here, LeTV users have the same lazy and greedy nature when they get used to TVs. After use, as the content gradually becomes sticky and convenient to pay, there should be a considerable number of users willing to continue to purchase annual fees in order to obtain a better viewing experience. The follow-up payment ability of LeTV users is also not to be underestimated.

See the fire across the shore: The fight will end sooner or later. What impact will this verbal battle have on the smart TV industry?

As a war of words, it is more of a public relations team of both parties that you sing and beat me to show off a show of muscles. Actually, it does not have much impact on users. However, as the industry, this millet LeTV has a very good battle. The big meaning is concentrated in:

First, the first time that the polymerization mode that meets SARFT's requirements has officially landed, other players who are interested in this can either take the cat or the tiger or bend overtaking. The user experience brought by bringing together video content from different platforms is certainly good. TV cats, VST relocating kaleidoscopes, or pioneers or martyrs have already proved this well, but how can they guarantee at the request of SARFT? The rule is that these aggregate applications cannot pass through the threshold; and in the legally converged routine, millet is not the one who eats crabs. Last year, Hisense released a “good-looking” platform that was actually the forerunner of this millet routine (unfortunately, Because some issues within Hisense have slowed down the progress of the project, it is entirely possible to grab the limelight in this respect.) For a business model, it is never possible to have a monopoly, since it has been justified in policy. Some big players who are bigger than Xiaomi’s body size or those licensees who are interested in traders should also be just around the corner. After all, huge benefits are not far behind.

Second, LeTV and LeTV imitators should also consider how to further strengthen their own content advantages. After LeTV completed a sales breakthrough of 0 to 1 million units within a short period of two years, the LeTV model has been followed by many industry players and is ready to imitate. As far as we know, there are already two companies in terms of content strength. LeTV’s content providers have been ready for the home entertainment market. Compared to the previous leap of video content in Smart TVs, Xiaomi's syndication model is only the first truly competitive one encountered on this road. How rivals can enhance their competitiveness is already a matter that LeTV needs to mention on the agenda.

Third, the content model brings back the competition points. The video aggregation achieved by Xiaomi this time mainly plays a role in complementing its own shortcomings in content to enhance the competitiveness of its own smart TV products in the market. The realization of its business model mainly depends on the operation of capital and licenses. The cooperation between commercial and content providers is not difficult to copy from a technical and policy point of view. A strong evidence is that Hisense's video aggregation platform is also in the middle of simultaneous development and is about to land. It is not hard to imagine that the business model of video aggregation will be followed, copied, and optimized by more companies in the future. When the first-tier smart TV manufacturers compete, content will return to homogenization, and product differentiation will also be competitive. Continuing on the traditional road of hardware configuration, screen size, and ID design, for Xiaomi and LeTV, the temporary advancement in content has given them time to improve their design and manufacturing capabilities. This is also their ability to catch up with the traditional The best opportunity for the manufacturer.

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