Haier, Gome, and Oriental Pearl have all participated in Internet TV. However, unlike the previous singles, these three companies are connected with ODM manufacturer Mega Group shares and popular network through capital bonds - the first product under the new cooperation model will also be available in November.
This undoubtedly added a fire to the already fierce competition and made the Internet TV market prematurely from the Blue Ocean Nuggets into the Red Sea. Among them are the earliest LeTVs and millets, TCL and Skyworth that started the transformation, and even more PPTV and Storm Technology. Even the media tycoon, Li Shu and Li Ruigang, are on this road.
However, the hegemonic situation has not yet spawned a mature Internet TV market. The pioneers have also failed to gain market dominance. According to statistics, LeTV, which started Internet TV in 2013, sold 1.5 million smart TVs last year, while Xiaomi only had 300,000 units sold.
An important reason, as Ereli pointed out, is that the loose cooperation relationship between all parties in the industry chain has led to a lack of continuity and in-depth cooperation, and it has been difficult to form a stable industrial interest chain: the “loose alliance†between Xiaomi and content providers has even become LeTV. Jia Yueting, chairman of the "attack" target.
On the other hand, the industry chain of Internet TV is very long, involving different professional barriers, and does not mention the policy issues of the qualifications of the license plates, the manufacturing capabilities of the hardware, and the laying experience of the channels. One company wants to independently cover the whole industry chain. It is almost impossible things. Even if LeTV claims that offline stores have already exceeded 1,000, it is still being questioned that “a way for a product to support a store does not workâ€.
Therefore, using capital as a medium, it is possible to take into consideration the layout of the entire industry chain, taking into account a certain degree of freedom, and open platform thinking to become new attempts. This is also the choice of Zhao Chi shares and popular networks. From the perspective of shareholding structure, Oriental Pearl, Haier, and Gome have each invested in shares of Zhao Chi. At the same time, Siu Chi holds 63% of the popular shares, Oriental Pearl also holds nearly 20% of the popular shares. Another source said that Gome and Haier will also become popular.
In this so-called “Ultra-dimensional ecologyâ€, Sci-Chi Corporation, which has been manufacturing OEMs for several television brands such as Haier, is responsible for the appearance of the hardware products, application of new technologies, and cost control; Oriental Pearl, which owns an internet TV license, provides “admission "Coupons," Haier and Gome's distribution channels and logistics to provide product sales and after-sales guarantees, claiming that the cumulative coverage of 600 million users of the popular network is responsible for an important part of the industry chain - the introduction of users.
It seems that the important resources such as channels, content, and licenses that Internet TV relied on are readily available, so that Shi Zhiyi, the vice president of Oriental Pearls, has remarked that if Internet TV is not ready under this model, then it would be impossible to think better. The way.
However, sometimes, the ideal is always too perfect. According to Li Yaqin, deputy general manager of Quzhi Consulting, “Internet TV is now a melee. Whoever wins out will have to look at integrating the overall strengths of the upstream and downstream resources.†True, capital bundling does make the interests of all parties involved consistent. But it does not guarantee the full investment of its resources, because for some of the participants, it is likely to be desperate, but some are just an "experimental" project, which also means that it is very likely that some people will go all out while there will be people Hitchhiking. This principle is also the same in other industries. Even the acquired sub-brands will compete with the native-born brands in the system and will often miss out on each other.
Moreover, there have been reports that StormTech has signed a framework agreement with Haier Electronics for a joint venture to operate the Internet TV business. It is rumored that the possibility of establishing a joint venture company with Ali in the TV business of “Haier†brand will not be ruled out in the future. Zhao Jian, general manager of Mega Holdings, also disclosed that on this “open†platform, in addition to Haier and Gome, more brands will join the Internet TV.
Then how will Haier, which has many Internet TV brands, balance its resources internally, and what kind of model will be used to balance the demands of each brand? It will become a big test for the stability of this alliance.
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