OFweek smart home network news Recently, TCL Group announced that the subsidiary Shenzhen Thunderbird Technology Co., Ltd. to introduce strategic investors Tencent way to increase their investment, the latter to 450 million yuan subscription Thunderbird Technology new registration The capital of RMB 20.27 million won 16.67% of the shares of Thunderbird Technology after the capital increase. The proportion of the shares of Thunderbird Technology held by FColcon, a wholly-owned subsidiary of TCL Multimedia, will be reduced from 54.05% to 45.55%. Upon completion of the capital increase, Thunderbird Technology will no longer be a controlling subsidiary of the TCL Group.
Thunderbird was established as a brand of Internet TV at the end of March this year. Although it was a group of relatively late-entry Internet TVs in the old TV industry, Tencent’s shareholding in just a few months could be described as extraordinary.
Of course, it's not so much that Thunderbird's doing a good job leads to Tencent's shareholding. It would be better to say that Tencent's strategic appeal drive is more appropriate. After all, just last month, Cool Open won Tencent's 300 million yuan investment, Tencent accounted for the cool equity after the investment. The ratio is 7.7222%.
Tencent’s love for smart TVs has already begun to emerge. As early as 2015, Tencent also participated in the investment of another Internet TV manufacturer, Microwhal Technology. Tencent not only "accepted his son", he also has "pro-son." At the beginning of last year, Tencent did its own hardware, launched a brand representing its Internet TV business - "Penguin TV."
It can be seen that Tencent is not a small force in the field of smart TV. What's behind it? Has Tencent's TV brand this talisman effective?
Mobile Internet growth is sluggish: new traffic scenarios have become the "Songs" of major Internet companies.
Television is the focus of early life entertainment, and its potential as a "product" is obvious to all. Only after the arrival of the second wave of the Internet, the interactive nature and mobile portability of mobile phones such as mobile phones and notebooks have made the traditional television's entertainment advantages no longer apparent. After possessing an operating system and a strong content ecosystem, Smart TV regained an important bargaining chip after the Internet was empowered.
Ove Cloud Network data shows that China’s smart TVs have reached 48.96 million daily average active terminals in April, with an average daily operating rate of 46.1%, average daily time per terminal is 4.9 hours, and OTT large-screen daily average accumulation. The number of turns on was 97,380,000. This means that OTT large screens can provide advertisers with nearly 100 million startup ad exposures per day. Optimistically, smart TV's advertising revenue capacity is picking up, thanks to the enormous potential of the living room economy.
The so-called: 30 years of Hedong, 30 years of Hexi, the emergence of smart phones, tablet, so that the status of smart TV is in jeopardy. However, with the development of smart machines to the ceiling, smart TV has become a giants layout.
For Tencent, it is itself a pure software company. Its hardware and offline business are its shortcomings. Penguin TV is tepid after listing. It is the best proof. To invest in smart TV, strategic investment is the best. s Choice.
For Tencent, video content will be a key breakthrough for Tencent to enter the smart TV field. After all, high-quality video content is the strong demand of users at this stage. In addition, the market share of Tencent's camp smart TV plays a positive role in the monthly activity of Tencent's video. After all, the hardware is in their hands, just like the 360 ​​is a smart phone. With pre-installed software, it has increased the market share of the whole family of 360 barrels.
Tencent regards content as the core and uses WeChat to open up multiple screens to improve user's adhesiveness so as to give full play to Tencent's advantages and achieve vertical breakthrough. On this basis, Tencent will use the TV platform as a connected display center to horizontally expand applications such as games, shopping and social networking. It will focus on the strategic layout of its home Internet and realize the Internet-strategy of product-user-family.
Tencent, on the other hand, is a shareholder in the smart TV field. It is probably not a very costly but potentially profitable thing, through the use of the bottom layer of the system to open up vendors and promote the popularization of smart hardware devices and the deepening of the field of living through the bottom of the relationship chain. .
Actually, it is not just Tencent, and capturing the living room has always been a complex in the hearts of global IT giants. Apple has always had the idea of ​​launching Apple TV and wants to occupy the living room with a new smart TV. Microsoft is trying hard to build XBOX, hoping to transform the advantages of the operating system into a hardware advantage, from the game into the living room. There are many competitors in this field. At present, major forces have entered China to compete for market share.
Recently, Ali held a conference to launch the smart speaker product Tmall Genie X1. The unique voiceprint recognition and voiceprint payment can realize the entire shopping process. That is, adding a shopping cart - placing orders - payment. Although one is a smart TV and one is a smart speaker, in essence, the strategic path of Tencent and Alibi inherits the same thread. They are all based on voice technology. They use artificial intelligence technology to fully tap the "surplus value" of the living room to fill the mobile terminal's lack of growth. Market vacancies.
In addition, Tencent frequently invests in investing in the Internet TV brand, which is also a direct confrontation against the old rival Ali number to launch the establishment of the future Smart TV cooperation alliance last year. It is reported that in October last year, Alibaba Digital Entertainment Haier, Konka, Changhong, Hisense, Philips and many other TV manufacturers set up the "Future Smart TV Cooperation Alliance" to ensure that their own advantages are maximized while completing the layout of the big screen side.
Tencent directly took control of the Internet TV brand, which is in full competition with the old rival Ali in the large-screen area of ​​the prospect of the living room economy in the "user" flow, I believe Tencent and Ali two Internet "big coffee" follow-up will also be a big move in the Internet TV layout Wait for each other.
Half-way to Tencent: The Industry Reshuffle Still Cannot Change the Quality
For Tencent, it is said that vigorously blessing the smart TV market has many advantages, but can it eventually form a strategic layout? In my opinion, Tencent occupies a geographical position and people, but only when it does not take up time, there is no time, it is still unable to return to heaven.
Since the beginning of 2011, LCD TVs with smart operating systems have continued to flow into the eyes of consumers. Since 2012, the development of smart TV has once again accelerated. In 2013, smart TV once again triggered market consensus and became the focus of consumers. Since its development, the smart TV market has been split into three major camps: Internet vendors, traditional vendors, and international brands. From the perspectives of technologies, services, products, ecology and other aspects, consumers are affected and the domestic market pattern is reshaped.
Internet companies represented by music, millet, cool-open, micro-whale, and storm have come one after another. With services as the core and hardware as the carrier, counter-attacks against traditional manufacturers have been launched; old and traditional manufacturers such as TCL, Skyworth, Hisense, and Konka are It is walking on two legs. On the one hand, it uses the advantages of the supply chain to form the barriers to the competition of the parent brand. On the other hand, it uses the Internet sub-brand to start the transition of the Internet. The international manufacturers use the technology and the upstream to maintain the influence on the domestic manufacturers. , And by virtue of their respective influence formed a "surface school" represented by Samsung and the "flat school" headed by LG.
Judging from the current domestic market share, LeTV is once the leader, once leading the industry, but now it is in debt crisis, it is difficult to stand up, and the future will also be in a long period of dormancy. However, the strength of other manufacturers outside of LeTV is not to be underestimated, and it has entered the field of smart TV for many years and has accumulated a certain reputation and popularity.
Kukai is an independent internet brand that has grown up relying on Skyworth TV. The brand was established in 2010. It is an old brand in the Internet TV industry. However, brand awareness and sales are not always robust, and brand awareness is far less than that of LeTV, PPTV, and Storm TV. , millet and so on. The newly established brand Thunderbird, although relying on TCL, but due to the short entry time, it is not easy to get a higher market share in the giants of the smart TV field.
On the one hand, the brand of smart TVs supported by Tencent is not eye-catching in the industry. On the other hand, although the smart TV market has not become a growth bottleneck like a smart phone, the growth rate has slowed down. Starting in the second half of 2016, this kind of "interests" of Internet brands has already been demonstrated. There are three points of view: First, the introduction of micro-projection, laser television, VR and other more marginal products, in order to expect to supplement the growth of the main business; Second, increase the market investment of large-size products to large-scale high The price point is an entry point to supplement the excessive blood loss at the fund side. Third, beginning at the end of the third quarter, LeTV and Xiaomi entered the product price increase cycle to cope with price fluctuations in the upstream market. The signs of cold in these industries have turned into a "real performance decline" in 2017.
For most of these years, most users have switched to smart TVs. According to the 5-6 year replacement period of smart TVs, these two years are in the middle of the replacement period. In addition, there is no significant breakthrough in the design and technology of smart TVs, so it is difficult for users to change the power of the machine.
In my opinion, Tencent already valued the market value of smart TV, otherwise it would not launch its own hardware product, Penguin TV, on the occasion of smart TV, but Tencent, which lacks hardware gene, did not do it, but missed it. The best chance. If today’s time has passed, smart TV sales will not be the same as in the previous two years. In addition, other companies in the industry, such as Xiaomi, Storm TV, PPTV and other internet brands, are also snatching users, relying on second-tier brands to cool down and The newly established Thunderbirds tap the remaining value of the living room and it is hard to work.
Enter Tencent's "friend circle" hanging heaven? Looking at the industry does not mean that the company can win in the end
BAT is like the gods in heaven, watching the world fight. Fortunately, there are several well-known "mortals" who have entered the eyes of the "immortal" and entered the "circle of friends" of the gods. But does it mean that you must win? not necessarily.
For capital, investing in a company represents the recognition of the company. After all, real money is not allowed to vote. While many players in the same track investment, industry recognition is far greater than the recognition of investment companies, after all, pay attention to the industry will invest more, the probability of winning the investment will increase the two.
Tencent first was a heavy gold in the cool open, in recent days to 450 million yuan to subscribe for Thunderbird Technology's new registered capital of 20.27 million yuan, indicating that the value of the smart TV industry users, can vote in several, represents not Trust, the eggs are not known in the same basket. Therefore, there are certain values ​​for companies that are invested by giants, but they are not amulets.
In addition, careful analysis we will find, Tencent shares into the brand, cool open, Thunderbird are traditional TV manufacturers hatch out the Internet brand, there is such a layout, it is not surprising.
On the one hand, traditional TV supply chains and manufacturing processes are mature. Unlike pure Internet brands such as LeTV and Xiaomi, the manufacturing system is not perfect, and they cannot form a good complement with Tencent. On the other hand, investing in traditional television incubating internet brands not only matches the genes but also facilitates the development of their own ecological values. The gene matching is because Tencent and Kukai and Thunderbird are Internet companies. The team can easily run in, not the traditional television company Skyworth and TCL. On the other hand, unlike Xiaomi, PPTV, etc., these companies have too many thoughts on smart TVs, and they are prone to disputes with Tencent. They invest in Thunderbird and cool to open, and Tencent is more likely to tap the living room value.
Tencent Investment is not so much about its own value, it is better to say that Tencent is optimistic about the smart TV field, and it is easy to be "manipulated." Of course, Tencent’s shares will provide unmatched content resources, financial support, and flow support for Thunderbird and Coolo, and it is worth looking forward to in the future.
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