This year's millet fan festival, millet TV sold 38,600 units, people make it. However, people in the industry have seen that a considerable portion of them have been purchased by yellow bulls. These televisions have not flowed into the hands of consumers but have been circulated to offline channels. Millet TV still has a big gap with expectations.
Road resistance and long Xiaomi enters the Internet TV market, theoretically has the advantage of many users of millet, high sticky fans, the product has a cost advantage. The vast majority of Chinese consumers are very sensitive to prices, and the industry once held extremely high expectations for Xiaomi TV. As a result, some people believe that under the powerful Internet thinking offensive, Xiaomi TV will be unable to get anywhere.
However, there are many gaps between Xiaomi TV and expectation. In 2013, it sold about 100,000 units. In 2014, it was not much better. According to statistics, last year, Chinese TV manufacturers sold 31.1 million smart TVs, enjoyed 1.5 million, and millet only 30. Million.
"Millet fans loyalty is very high, the company's website traffic is large, plus it is a direct sales model, there are cost advantages, logically speaking, Xiaomi should sell 3 million TVs last year, but why only sold 300,000 units?" Long Wang Zhiguo believes that this is not only a problem in the supply chain, but also other issues, including the low spending power of millet fans and the low conversion rate of fans.
This also reflects the fact that the television industry is far more complicated than the mobile phone market. Millet mobile phone fans and Xiaomi TV did not intersect, the user conversion rate is low. Middle-aged and elderly users do not have a high degree of recognition for Xiaomi TV. They will not risk buying a fancy product.
Compared with pure Internet companies, traditional color TV companies have also established sub-brands, snatched the home entertainment market, and repeatedly pushed prices down. KKTV K43 eight-core smart TV is the result of the cooperation between Konka and Ali. The 43-inch color TV, using Aliyun YunOS operating system, regardless of technology and appearance have a good performance, but it is only 1899 yuan on Tmall. According to industry sources, this TV costs about 2,000 yuan, and each sold unit loses at least 100 yuan.
KKTV is a sub-brand of Konka. Ali pays RMB 50 per unit for K43. However, for KKTV, the price is very low for sales, and this kind of loss-making sales cannot be sustained. Moreover, it is also very unfavorable to Konka, and it will inevitably be caught in the right and left sides. Once consumers adapt to low prices, they will counterfeit their brands. Just like Xiaomi, they only continue to rely on low-priced and high-quality products to maintain their popularity.
"Putting prices down, sales will immediately rise. No matter which subsidiary company or group supports you, it is hoped that you will at least break even." Wang Zhiguo said, "Building a brand first and then slowly pursuing profitability can be a period of time. After that time, we will surely find that the hole is getting bigger and bigger. It was also very painful to open it last year, not to sell at a price, not to sell at a low price, and to lose money at a low price. The longer it takes, the more it loses, and it makes people breathless."
Most of the independent sub-brands are difficult to leave the parent company, but Cool Open is not the same, April 1 independent operation, all decision-making power in the chairman Wang Zhiguo and CEO Lin Jin, the company has product independent pricing power. In the past year, CoolTV pricing must first report to Skyworth executives. They also have to consult with marketing headquarters to determine whether the price is appropriate. In order to have a spirit of discord, it cannot be a parasite for the parent company.
Enter the detour Skyworth, which can be called the "Huangpu Military Academy" of domestic Internet TV, has delivered a large number of core talents to Xiaomi, LeTV, Haier and other Internet TV brands. Xiao Qing Vice President Dai Qingsong (responsible for Xiaomi Duo to see the construction of the TV product supply chain for the team), former deputy general manager of Skyworth TV business R&D, Skyworth CoolTV CTO, and iqiyi senior vice president Duan Youqiao (responsible for iQiyi Internet TV), worked for Skyworth for many years.
Skyworth Cool Co., Ltd. has exported a large amount of Internet TV talents to other companies. The industry is also concerned that so many talents will jump to competing companies and that they will learn that Skyworth’s traditional quintessence is unfavorable and it will be complemented by its own unique Internet genes. It is difficult for the traditional color TV industry and its sub-brands to flex their muscles.
"Although LeTV, Xiaomi and Haier have acquired talents from Skyworth, these lost talents are all Skyworth marketing systems. None of them are R&D talents, and it is difficult for them to replicate the core competiveness of Cool Open." Wang Zhiguo believes that external concerns are unnecessary. , "From the past two years, some Internet TV companies have taken a lot of detours. For example, cloud TV, somatosensory TV, these are doomed to be unsuccessful. Because these concepts have traditionally been tried by TV companies, and Internet companies have come up with a piece of it. Bao, wasting too much time on it."
"Before LeTV, we also did speech recognition and used it as a main function." In Wang Zhiguo's view, "The LeTV team is really passionate and crazy and wants to do anything, but the road it has taken is already verified. It's impossible to get through. Cooling off the tires, Skyworth, learns lessons and will not make similar mistakes."
In Wang Zhiguo's view, the reason LeTV is still doing well in the Internet TV industry is mainly because it is the first to eat crabs. But in the future, nobody can tell, including the subscription of LeTV Super TV, it is a mystery now. Let's rely on this to tell the story. Once the actual situation and the expected distance, the stock price will be greatly affected.
Take your own path "Now, we don't have any scruples." Wang Zhiguo said, "Before Kukai didn't have independence, the company couldn't open it. From April 1st onwards, after Kukai Kai became independent, he was responsible for his own profits and losses, and he was financially independent. .
"We can still stand on the shoulders of traditional industries, but it is estimated that the time will not be too long. Others' models are moving fast. We must also move forward quickly to sort out the model and connect with the capital market as soon as possible." Wang Zhiguo said frankly, The traditional model played against the Internet companies such as Xiaomi and Leshi. Because they burn money from investors, they can lose money selling TV. If traditional companies do this, they will sooner or later close down. Kukai will also dock with the capital market and is currently negotiating. After the introduction of capital, Kukai will also start acquisitions to further improve the ecology.
"Everyone launches a TV in half a year, and innovation has great risks. If it fails, it means that there is no combat effectiveness for half a year." Wang Zhiguo believes that "Innovation is facing difficulties in production technology. Xiaomi and Leshi are afraid to innovate boldly and worry about the impact." The stability of product production. Cool open there are a series of products, such as U series and K series, do not need too much innovation, the purpose is to meet the needs of the basic users, these products can guarantee the cost of cooling the bottom."
In the second half of last year, COOL launched a variety of products to study what the users are really concerned about, whether it is memory, chips, or operating efficiency, such as the K series and U series. From an innovation point of view, internal evaluation of these two series of products is general, but Users have received rave reviews. Cool open to understand one reason: Many people just say goodbye to the CRT era, in terms of cost performance, this product is already a surprise to most people.
The advantage of Cool Open is that it can duplicate the advantages of Skyworth's maturity. However, this is not Coolcore's core competitiveness. The core competitiveness is model innovation. Find users who are willing to pay on TV and increase user value. Most color TV companies are now concerned about hard innovations, such as ultra-thin, extreme craftsmanship, etc., and are relatively lacking in software soft innovation. Cool open A43 to achieve "children TV, old TV, youth TV" triple, a TV three remote control, to solve the choice of a family watching TV, allowing parents to easily use the Internet.
"This is an original creation of Coocaa. If advertisers place advertisements on the A43, they will be more targeted. For example, games (puzzle games) will definitely not be given to the elderly, but children. Turn on the TV with the old man's remote control. We will push for the online purchase of daily necessities, because the old people are very sensitive to prices.†Wang Zhiguo disclosed that Kukai has applied for a patent to prevent competitors from mimicking plagiarism.
However, for Cool Open, the channel is still a short board, and the gap is obvious compared to Xiaomi and LeTV. "The channel is not well constructed and there is no way to compete with Xiaomi and LeTV. LeTV's online-to-offline ratio is 4:6 and 60% is sold below the line last year. Xiaomi will also cooperate with offline channels, such as cooperation with real estate developers. Kai said that the key to the development of the official website channels, there will be a new model." Wang Zhiguo admitted that this is a hard battle can not be bypassed.
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