Iqiyi has something to say about the difference between a TV and a box

In the age of the Internet, it seems that the world around us and even our own thinking have been subverted overnight. Many Internet companies have joined the OTT Wars and have done hardware. They basically do both a box and a TV. They also think that the box is simple and the TV is complex. So first try the water in the box and then produce the TV. It seems that only the iQIYI is the first. Cooperation TV, post-cooperation box. But less than two years later, the results came out. Apart from most of the failed cases, some internet companies have done well in the box, but television has not done well. Other internet companies have done well with television, but the box has done a fair job. Why are these not so bad companies that seem to stand out from the crowd with no best of both worlds? In fact, boxes and televisions are similar in form but unlike God, they are different in the nature of products and industries. In the Internet era, the core gene of the box is "fever" and it is internetized. The core gene of television is "entertainment" and it is medialized.

From the media download player and Internet streaming media player boxes, to the present OTT box, in fact, all around the fever, and then gradually spread like a ripple to the general user group without fever, and the Internet to maximize the adaptation and strengthening Accelerated this fever. Therefore, the users of the box have typical characteristics of Internetization, and are in line with the online, micro-blog, micro-channel, QQ space, and online online forums, and self-media-based communication. In addition, set-top boxes are born because of carriers. Most of the set-top boxes are bundled with the carrier's basic services regardless of sales or gifts. It is a terminal that can be operated since the birth of the set-top boxes. For example, DVB cable and IPTV set-top boxes are all linked to the month. Fees bundled. Therefore, I tend to look favorably at the independent Internet brand boxes and carrier brand boxes, which are typically the boxes of rice boxes and Dr. Peng’s barley boxes. The former is a strong fever, Xiaomi's brand influence does not have to say, the latter strong is the binding capacity and those who can not carry out in the public network features services, such as Dr. Peng's buy a broadband box policy and 20M very clear film and television packages.

But television is different. The core gene of television is entertainment and media. In the non-Internet era, TV sales are closely linked to the entertainment industry, irrespective of TV and TV channels and video content. In the Internet era, after the TV and content became closer, the television's media characteristics were greatly enhanced. The television side's Party B's marketing and Party A's purchase decisions are all more media. Therefore, for televisions, Internetization brings innovations and revolutions in technology, content, and interaction. TV operations and marketing, in fact, will become more and more medial. In the same way, televisions with strong entertainment genes are more likely to succeed. IT companies and internet companies must break through this point when they are making televisions. We have already seen LeTV, Lenovo TV and Xiaomi TV, including TCL iQiyi’s joint creation of TV+ with cross-border cooperation, and Internet TV CoolTV with traditional manufacturers. These products will be successful in the long run. It is closely related to the degree of medialization.

Therefore, the essential difference between smart TVs and OTT boxes is that one is "the fever of the Internet" and the other is "the mediaized entertainment." This difference directly leads to completely different patterns and ideas for engaging in these two businesses. Trying to copy the success on the box to the TV, or copying the success on the TV to the box, is likely to be a little more than a small win. Probability, black swan event.

In fact, looking back at history, we can also see the difference between boxes and television. After successfully demonstrating high-definition television on the 50th National Day in 2000, China has just started to have DVB cable TV set-top boxes, and most of the first TV set-top boxes are TV manufacturers. Fourteen years later, most of the eager TV manufacturers did not make set-top boxes. In the end, these TV makers have only made Skyworth set-top boxes a success in the set-top box business. Changhong is not bad, and other TV manufacturers are on the set-top box business. To build a tree, it is up to an OEM or ODM foundry. Analyzing why Skyworth and Changhong are relatively successful is actually very simple, because only these two companies did not put the set-top box business into the internal incubation of television sets (generally called multimedia companies), but established independent management and accounting from the beginning. Set-top box company. In the traditional TV era, set-top boxes and TVs are also two different genetic products. One is a set-top box for operators' customers to-B market, and the other is a TV for end-users' to-C market, facing different markets and objects. This created the different thinking, structure and model needed for these two businesses to develop. Therefore, the good intentions of attempting to incubate inside the television company under the "big tree" have not been realized. The ultimate harvest is "not a long grass under a big tree."

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