Exploring the nature of ecological fog, "big content" has become the Internet TV world



As the smart TV industry matures, more and more manufacturers are actively deploying this field. For example, on May 24, Cool Open held a press conference in Beijing to mention the "non-ecological. Big content" strategy. Simultaneously released the first HiFi content TV - Cool Open A2, which triggered a sensation in the industry. So, what exactly is the strategy of big content advocated by Cool Open? What is the difference with ecology? What impact will it have on the Internet TV industry?

Reflections on Ecology in the Requirement of Users

Due to the large-scale migration of the audience to PCs, smart phones, and tablet devices, television has gradually been neglected as the most important videoconferencing device in the past. As a result, the argument that “TV is dead” has been stunned. However, the fact that Internet TVs carrying massive amounts of content has brought people back to the living room shows that what really dies is not television, but traditional television that lacks content support.

Obviously, the content has become the core of television. The richness of content has also become an important criterion for judging the quality of a television. I believe that Kukai proposes “non-ecological. Great content,” which is not deliberately opposed to “ecological theory.” The so-called health and ecological concentration of Internet TV is reflected in the richness of content. Under the premise of the user's needs as the standard, healthy ecological construction and Kukai's so-called "big content" share the same goal.

Therefore, the theory of ecology has no problem in itself. The problem is that the purpose of ecological construction must be based on the core needs of users. If the value orientation is deviated, it will gradually deviate from the user. So, what is the ecological ecology that Coolo strives to draw its boundaries? This is a question worth considering.

Health ecology is an interlocking industrial chain rather than a simple business diversification.

Kuo Kai’s chairman Wang Zhiguo believes that “ecology” is more of a corporate perspective and roots the problem at the starting point of the company’s ecological construction. To avoid “heart-wrenching” we see only the results regardless of motivation.

At present, many Internet companies have multiple product lines, but the correlation between products and products, and all products and their main business is not strong, and can not form a linkage effect, it is simply to seek new profit growth. The diversification of business deployments, and the extension of the product chain, has inevitably led companies and products to deviate from their focus on user value. The so-called health ecology must be an interlocking industrial chain, rather than a simple business diversification aimed at chasing profits.

Eco-construction should be guided by the needs of users, and the value of enterprises should be relegated to second place.

Ecology is not a corporate story that tells the capital market, but a set of strategies that focus on user needs and values. Therefore, the purpose of ecological construction should be to maximize the interests of users, rather than to ask for higher valuations. Chips. Therefore, ecological construction should be guided by the needs of users, and the value of enterprises should be taken second place. When the needs of users are satisfied under the ecological system, the value of enterprises will naturally be improved. The “big content” put forward by Kukai is focusing on and returning to the needs and values ​​of users in the current ecological “warning capital story from the perspective of enterprises”.

Under the guidance of user needs, understanding of cool content

As the article began to say, content has become the core of television and the core of user needs. My understanding of the so-called "big content" of Cool Open is mainly the following three points:

The big content is based on the core needs of the user. The crux of traditional television is not in television itself, but in the lack of content. Internet content is a good medicine. The big content strategy proposed by Kukai is "prescription of the right medicine." The prescription prescribed by it is not just film and television. It is a differentiated and comprehensive content that includes education, games, shopping, tourism, music, and sports. The user pulls back into the living room.

Big content is customized. This customization is reflected in two aspects:

One is to customize hardware based on massive content: hardware is to serve content, and its configuration and performance should be based on guaranteeing the perfect presentation of content. Cool open put forward a concept called "resonance", to put it plainly that the hardware is worthy of the content, to restore the sound of the real, the lossless presentation of the screen. This is very important. For example, PC sales have been declining, and the game book has grown in contradiction because the product design standard is to be able to achieve a high-quality gaming experience, and hardware customization based on content is naturally welcomed.

The second is content customization based on big data. Massive content inevitably leads to excess information. Users are trapped in selection problems. Content they want to see is flooded. Content that they do not want to see is constantly emerging. To solve this problem, content customization based on big data is needed. The Cool Open System's "Thousands of People" not only recommends popular content to users, but also automatically matches and pushes related content according to the user's habits, so that the content the user sees is always what they want.

Big content depends on the platform's ability to operate. One of Kukai's basic businesses is hardware development. The operation of the platform has also started earlier. Since its inception in 2011, Kukai has become China's largest TV operating system. At the same time, it actively cooperated with the content parties with an open and shared attitude. The world’s first HiFi big content TV Kukai Kai A2 was jointly launched by Cool Open and iQiyi.

The above is my three-point understanding of Kuokai's "big content" strategy. Compared with ecological theory, big content is a more understandable concept. It is proposed precisely at the right time and it is at the same time that Internet content becomes the core of television. So I think that "big content" is just like "health and ecology" and will bring the current Internet TV industry to a new stage of competition. Coolo A2 will also become an Internet TV product with an inter-temporal significance.

Internet TV will enter a new stage of competition

From the hardware perspective, the television industry supply chain is already very mature. The reduction of the threshold has caused a large number of new competitors to enter the market. However, the core competitiveness of products has also shifted and the content has become a new competition barrier. This is also the reason why Kuangkai proposed a "big content" strategy and made efforts to build content.

In fact, Kuokai’s layout in terms of content has early signs. In addition to strengthening cooperation with content providers, integrating massive content and achieving accurate push through big data, Kukai opened the VRAR Business Unit in 2015. Into a lot of VR content and the introduction of VR content developers. This kind of layout reflects the forward-looking nature of Cool Open's content construction and early establishment of competitive barriers.

Another industry change that the Internet TV industry enters into a new competition phase is that the situation of pure hardware vendors will become increasingly embarrassing. Internet companies such as Xiaomi and Leshi will further reduce the profit margin of hardware, and relying on the hardware itself will only lead to price war. More difficult. The real way is to make up for the shortage of content, to provide full-scale differentiation to meet users' needs, to increase the overall value of products, and to counteract the “ecology” of the company’s perspective with the “big content” of user needs in order to reverse the situation. From this point of view, the significance of the Cool 5.24 “Big Content” conference is extraordinary, or it will be included in the history of TV industry development at a certain time in the future.

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