The opening of the European Cup, one of the most influential sports and football events in the world, will soon begin. In the past, the finals of the European Cup live broadcast were played by Internet TV manufacturers, especially millet TV and music representatives. Excited. Eventually, Xiaomi TV has reached a strategic cooperation with TV in the future. The TV 2016 Euro Cup feature will be launched on the Xiaomi TV (including Xiaomi Box), which will provide rice noodles with the broadcast and on-demand playback of all the 51 European Cup top events in the 2016 European Cup in France. . Previously, it was rumored that LeTV, which had to spend 100 million yuan to buy off the European Cup, was missing. All things must be done, and knowing why they are even more important, why did the two opponents who face up to the most in the Internet TV field achieve results in the European Cup competition? What is the reason behind this?
Here, we may wish to first look at where the next TV in the strategic cooperation between Millet TV and Future TV on the European Cup matches is sacred. According to our understanding, as the exclusive operator of the CCTV International Network Co., Ltd.'s Internet TV business, TV in the future will have the exclusive right of broadcasting the Internet TV of France Europa 2016 in China. It is not difficult to see from this background that the future TV will have control over the broadcasting of the European Cup event, or the future status and strength of television in the control of Internet TV content. This naturally leads to a problem, that is, as the controlling party, people naturally hope to use the tournament itself to operate, and they hope to share the event with the leaders in the Internet TV market, so that others can operate as they also operate as their own Powerful supplements. It stands to reason that millet TV and LeTV, which are representatives of China's Internet TV, should be the target of TV cooperation in the future. However, due to differences in the development strategy of TV and Internet TV, Xiaomi and LeTV have resulted in very different results.
As everyone knows, Xiaomi and LeTV emphasized externally in their own development of the Internet TV ecosystem that they are adopting an open strategy and win-win cooperation with the industry (for example, the most important content for Internet TV operations). However, in the specific practice, the two sides' practice has shown great reversal. For example, from the very beginning, Xiaomi TV has adopted a method of cooperation with content parties. It is reported that Xiaomi TV has already established strategic cooperation with 4 companies that have Internet TV content licensees, specifically to the content, the current Chinese video website. The first-ranked iQiyi and Tencent videos established cooperation in content export.
In contrast, LeTV seems to be pursuing exclusive content. The specific performance in spending huge amounts of money to buy out certain content in their own Internet TV platform on the exclusive right to play; investment in film and television and homemade drama. However, the net result is that LeTV's Internet platform (mainly LeTV) is far inferior to Xiaomi in terms of quantity and quality, and the performance from projection is also lower than expected.
For example, Le Touring Films, which was invested and issued by LeTV in 2014 and 2015, had a total investment of 400 million yuan. It only achieved 195 million yuan at the box office and 0.51 billion yuan at the box office, which was quite different from expectations. The brothers who slept in my upper store, a box office that stretched out from the drama, were not as good as the industry expected. Of course, we do not deny this LeTV's practice. However, given the current position of LeTV in the industry's second tier, this type of content that relies entirely on money does not achieve the desired results. How long can it last?
As the saying goes: There are specializations in the surgery industry, and evil tigers are also afraid of group of wolves. Let's not talk about the gap between LeTV itself and the industry's first echelon. This mode alone will enemies numerous enemies. What is even more crucial is that LeTV’s approach is contrary to the entire ecology of the industry’s tireless preaching. In this regard, there have been comments and analysis that LeTV built its own super-TV ecology and put its own video content into a free-brand TV terminal produced by a foundry, turning other content providers and terminal manufacturers into competitors. This ecology is only a matter of music. A closed system for entertaining themselves.
After we have analyzed the strategies and results of Xiaomi and LeTV's Internet TV ecology, it is not difficult to understand why this future TV has to cooperate with Xiaomi TV. This also reflects the fact that LeTV’s practice has already begun. Having met the boycott in the industry, it also means that rich LeTV can certainly be self-willed in the industry, and if partners or rivals in the industry are treating LeTV as a “public enemyâ€, then even if LeTV is covered with iron, it will be Can play a few nails. In fact, LeTV’s practice has not only been resisted, but has even led to lawsuits.
For example, it was recently believed that the LeTV box could be destructively entered into the Youku website and connected with Youku.com content after it was connected to the TV through the LeTV box dedicated to LeTV. This constitutes copyright infringement and unfair competition. Heyi Information Technology (Beijing) Co., Ltd. will LeTV Net Information Technology (Beijing) Co., Ltd. sued the court and asked it to stop copyright infringement and unfair competition. It issued apologetic statements, eliminated influence, and compensated for economic losses of 6 million yuan on websites such as LeTV.com and Youku.com. Prior to this, Beijing Aiqiyi Technology Co., Ltd. also filed lawsuits in the Haidian Court on the grounds that LeTV's TV super-television smart terminals actively filtered Igiyi's video advertisements to constitute unfair competition.
Of course, we don’t necessarily say that Xiaomi’s strategy will definitely help Xiaomi win in the Internet TV ecosystem. After all, besides LeTV, there are companies that want to make achievements in the field of Internet TV, such as storms and cool hoops. However, from the point of view of Internet TV operations alone, Xiaomi does have a certain leading edge in Internet TV.
According to statistics, Xiaomi TV currently exceeds 15 million users on TV terminals (including millet boxes) (LeTV collects 7 million users, less than half of Xiaomi's TV users). Up to 68%, far higher than the average level of the television industry. It should be noted that the huge user scale and active user interaction characteristics are attractive partners and the foundation of Xiaomi's Internet TV ecology. More importantly. Millet's high degree of coincidence with its cooperation and win-win strategy in actual actions not only benefits its time and cost savings in content aggregation, but also establishes a good industry reputation among its partners, which in turn attracts more support from partners. .
In summary, we believe that from the results of the European Cup competition, the pros and cons of the different models represented by each of China's Internet TV ecology have begun to appear. The so-called drop in the water has led to a thousand miles. With competition for content such as the European Cup, the final outcome will be split sooner or later.
Here, we may wish to first look at where the next TV in the strategic cooperation between Millet TV and Future TV on the European Cup matches is sacred. According to our understanding, as the exclusive operator of the CCTV International Network Co., Ltd.'s Internet TV business, TV in the future will have the exclusive right of broadcasting the Internet TV of France Europa 2016 in China. It is not difficult to see from this background that the future TV will have control over the broadcasting of the European Cup event, or the future status and strength of television in the control of Internet TV content. This naturally leads to a problem, that is, as the controlling party, people naturally hope to use the tournament itself to operate, and they hope to share the event with the leaders in the Internet TV market, so that others can operate as they also operate as their own Powerful supplements. It stands to reason that millet TV and LeTV, which are representatives of China's Internet TV, should be the target of TV cooperation in the future. However, due to differences in the development strategy of TV and Internet TV, Xiaomi and LeTV have resulted in very different results.
As everyone knows, Xiaomi and LeTV emphasized externally in their own development of the Internet TV ecosystem that they are adopting an open strategy and win-win cooperation with the industry (for example, the most important content for Internet TV operations). However, in the specific practice, the two sides' practice has shown great reversal. For example, from the very beginning, Xiaomi TV has adopted a method of cooperation with content parties. It is reported that Xiaomi TV has already established strategic cooperation with 4 companies that have Internet TV content licensees, specifically to the content, the current Chinese video website. The first-ranked iQiyi and Tencent videos established cooperation in content export.
In contrast, LeTV seems to be pursuing exclusive content. The specific performance in spending huge amounts of money to buy out certain content in their own Internet TV platform on the exclusive right to play; investment in film and television and homemade drama. However, the net result is that LeTV's Internet platform (mainly LeTV) is far inferior to Xiaomi in terms of quantity and quality, and the performance from projection is also lower than expected.
For example, Le Touring Films, which was invested and issued by LeTV in 2014 and 2015, had a total investment of 400 million yuan. It only achieved 195 million yuan at the box office and 0.51 billion yuan at the box office, which was quite different from expectations. The brothers who slept in my upper store, a box office that stretched out from the drama, were not as good as the industry expected. Of course, we do not deny this LeTV's practice. However, given the current position of LeTV in the industry's second tier, this type of content that relies entirely on money does not achieve the desired results. How long can it last?
As the saying goes: There are specializations in the surgery industry, and evil tigers are also afraid of group of wolves. Let's not talk about the gap between LeTV itself and the industry's first echelon. This mode alone will enemies numerous enemies. What is even more crucial is that LeTV’s approach is contrary to the entire ecology of the industry’s tireless preaching. In this regard, there have been comments and analysis that LeTV built its own super-TV ecology and put its own video content into a free-brand TV terminal produced by a foundry, turning other content providers and terminal manufacturers into competitors. This ecology is only a matter of music. A closed system for entertaining themselves.
After we have analyzed the strategies and results of Xiaomi and LeTV's Internet TV ecology, it is not difficult to understand why this future TV has to cooperate with Xiaomi TV. This also reflects the fact that LeTV’s practice has already begun. Having met the boycott in the industry, it also means that rich LeTV can certainly be self-willed in the industry, and if partners or rivals in the industry are treating LeTV as a “public enemyâ€, then even if LeTV is covered with iron, it will be Can play a few nails. In fact, LeTV’s practice has not only been resisted, but has even led to lawsuits.
For example, it was recently believed that the LeTV box could be destructively entered into the Youku website and connected with Youku.com content after it was connected to the TV through the LeTV box dedicated to LeTV. This constitutes copyright infringement and unfair competition. Heyi Information Technology (Beijing) Co., Ltd. will LeTV Net Information Technology (Beijing) Co., Ltd. sued the court and asked it to stop copyright infringement and unfair competition. It issued apologetic statements, eliminated influence, and compensated for economic losses of 6 million yuan on websites such as LeTV.com and Youku.com. Prior to this, Beijing Aiqiyi Technology Co., Ltd. also filed lawsuits in the Haidian Court on the grounds that LeTV's TV super-television smart terminals actively filtered Igiyi's video advertisements to constitute unfair competition.
Of course, we don’t necessarily say that Xiaomi’s strategy will definitely help Xiaomi win in the Internet TV ecosystem. After all, besides LeTV, there are companies that want to make achievements in the field of Internet TV, such as storms and cool hoops. However, from the point of view of Internet TV operations alone, Xiaomi does have a certain leading edge in Internet TV.
According to statistics, Xiaomi TV currently exceeds 15 million users on TV terminals (including millet boxes) (LeTV collects 7 million users, less than half of Xiaomi's TV users). Up to 68%, far higher than the average level of the television industry. It should be noted that the huge user scale and active user interaction characteristics are attractive partners and the foundation of Xiaomi's Internet TV ecology. More importantly. Millet's high degree of coincidence with its cooperation and win-win strategy in actual actions not only benefits its time and cost savings in content aggregation, but also establishes a good industry reputation among its partners, which in turn attracts more support from partners. .
In summary, we believe that from the results of the European Cup competition, the pros and cons of the different models represented by each of China's Internet TV ecology have begun to appear. The so-called drop in the water has led to a thousand miles. With competition for content such as the European Cup, the final outcome will be split sooner or later.
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