Youku wants to team up with Xiaomi Konka and LeTV and iQiyi to compete for a big screen

"Nobody watches TV" rumored to crush the big screen

With the rise of the mobile Internet, many businesses sing the decline of color TV industry, and even throw "TV (aggregate reading) will die." According to the "China Internet Network Information Center Statistical Report" released by CNNIC in January 2015, as of December 2014, the number of online video users reached 433 million, of which the utilization rate of television was about 23%, that is, the market size of smart TV was close to 1 Billion users, the characteristics of network video user terminals continue to extend from the mobile phone, computer terminal to the TV terminal.

The data proves that smart TV is an important Internet portal for home entertainment, and huge commercial value is being tapped. Whether it can seize a place on a large-screen TV terminal has become an important factor in determining the future fate of a video site. LeTV, iQIYI, Youku, Tencent Video, and Sohu Video. These five video portals, which survived the brutal slaying of the video portal, are aware of the importance of large-screen portals and are rushing to the smart TV terminals.

From traditional advertising grab share to big screen terminal spelling mode

In the domestic Internet sector, there is a clear pattern in the largest market. The search market is dominated by Baidu, which accounts for more than 80% of the market; e-commerce Ali is the only one that occupies more than 75% of the market share; in the social media field, it is Sina microblogging; in the social field, Tencent WeChat, QQ is almost Occupy more than 80% of the domestic social software market share. However, in the field of video, Youku occupied the first place, and iQIYI, LeTV, and Sohu videos followed closely. The gap was not obvious. Thus, the decentralization of advertisers forces Youku to need a "big platform" to strengthen its own advantages.

The "big screen terminal" has its unique operating model. LeTV, iQiyi, and Youku have all developed on the big-screen terminal, but the layout model is quite different.

LeTV, as an internet company, has entered the television industry. Although it enjoys content resources, it faces the need to rebuild its own industrial chain ecosystem in the face of such products as smart TVs. However, LeTV from the hardware to the UI to the content are "hand in hand", hardware, advertising, application malls and other aspects are its profit points; In addition, through high cost-effective hardware to obtain a large number of users, high-quality content can gradually cultivate the user's payment habits. However, there are also disadvantages. The big player in the TV industry is still a traditional manufacturer. Integrating the supply chain is a huge project, and it is destined that this model needs a long period of time to be big. In addition, there are shortcomings in the supply capabilities of LeTV models and the development of customer payment habits.

iQiyi launched the iQIYI TV in cooperation with TCL under its iQIYI inside strategy. In the perspective of iQiyi, its "open" concept will encourage more manufacturers to cooperate with it, but at the same time, the "exclusive" promotional resources will also be divided. Another product of TCL mango TV verifies this conclusion. For TCL, the future iQIYI TV may not be exclusive, and it is inevitable that there will be an inclination to promote.

For Youku, the arrangement of LeTV and iQIYI may make it feel pressure. After cooperating with Konka and Xiaomi last year, they first tasted the sweetness of the big screen. However, due to content control, it has never been able to get fired. In 2015, Youku did hardware again. At this time, it was not surprising that Youku wanted to “strengthen the big screen”.

Depth cooperation is the way out. Youku's "partnership choice" falls on someone?

The video site has reached a big screen and each has its own mode. However, in front of Youku, there are only two ways: copy LeTV model, build their own complete ecological chain; cooperation with TV manufacturers to win through integration.

Although LeTV is successful, if we follow the road of LeTV and build our own open-closed ecosystem, it may seem simple, but it is actually a long and complicated road. When the big screen gets worse, Youku chooses an “integration”. The road may be a more sensible choice.

For Youku, which has been laid out on the big screen, in March last year, it signed a strategic cooperation with Konka, and later cooperated with Xiaomi. One is a traditional TV maker and one is an Internet TV maker. The cooperation experience between the two may have been. Let Youku set the "Determine."

As the "boss" of content resources, Youku cooperated with Konka to see more of Konka's manufacturing and channel advantages in the TV industry. With Konka's more than 30 years of experience in TV production development, the use of Youku's experience is as good as PCs and mobiles, and even better, to capture large screen users. This is what Youku expects.

And if the cooperation with Xiaomi, it is more to see the "internet" property of Xiaomi, the online marketing ability, and expecting UGG's deep-rooted UGC attributes and Xiaomi fans economy to spark a spark.

What can be expected is that in this "War of the Elk," Youku's actions on the big screen will certainly have a special impact on the existing strategies of LeTV and iQiyi in the big screen market, and they will co-organize this with Youku. How the partners of the "big action" moves will be worth our expectations.