In recent days, news of Millet's $300 million shareholding in iQiyi caused a stir in the industry. It seems that the war on Internet TV has become more diffuse in the living room. The cooperation between Xiaomi and iQIYI in such "willfulness" can not help but make people think about it, and it also makes the onlookers can't help but ask: Will Xiaomi and iQiyi be able to shine sparks of passion? Whether the two companies will be able to ignite raging fire, everything is Unknown, only time can give an answer. Before the answer is given, we may wish to analyze the strengths and weaknesses of the two companies. Perhaps we can see some clues.
Millet high-cost products to create a fan empire
Xiaomi's own business model is positioned to: Activate cost-effective hardware products to the user's desire to purchase, further guide users through the use of hardware products to become Xiaomi mobile Internet users, and ultimately obtain Internet service revenue. The successful implementation of this business model requires the protection of high-priced hardware products. Whether it is the 1st generation of Xiaomi TV or the 2nd generation of Xiaomi TV, which recently participated in Tmall's “Double 11′′ achievement, it has proved the feasibility and forward-looking of its business model. With a Xiaomi TV2, Xiaomi achieved good results in the sales of first-class electric appliances and sales, which is enough to prove that cost-effective products have strong attraction and lethality! At the same time, millet hardware products have The top-level configuration, fine craftsmanship, and enthusiast-quality sound effects all attracted a large number of young fans. The theme of creating the "Young Home's First Home Theater" is Xiaomi's use of high-priced products to sing fan culture, which is unmatched in the industry! Currently, Xiaomi owns nearly 100 million MIUI users, plus tablet and smart Users, including TV and TV boxes, have a large user base that attracts the attention of many content providers and integrators. Perhaps, Ichiyi and Xiaomi also value this point. Because having users will create value.
iQIYI's Exclusive Video Resources Create Content Empire
iQiyi is the star video site of Baidu, and it is also the leader of the first echelon of domestic video websites. It has the latest, fastest and most exclusive exclusive HD content. In order to maintain the exclusive content, iQiyi spent 200 million yuan this year to purchase the right to broadcast the entertainment program. Hunan Satellite TV's “Where Is My Dad?†network exclusive play in the second quarter is a symbolic signal. In order to establish the status of the video resources boss, Iqiyi can be said to be a multi-pronged approach and a comprehensive attack. In September, the founder and CEO of iQiyi, Gong Yu, officially announced the iQiyi 2015 "Super Cyber ​​Drama" program, 30 3,000 episodes; the South Korean Pusan ​​Film Festival signed 90 movie contracts; in 2015, he will receive 1,000 US Film distribution rights. At the same time, Iqiyi and Huace Film and TV jointly invested in the establishment of Huazeiqiyi Arts and Television. At present, Huace Film and TV is undergoing a process of industrial mergers and acquisitions, gradually transforming from traditional TV drama makers to comprehensive service providers with diversified businesses such as television, movies, programs, and artists' brokers. Undoubtedly, iQiyi is constantly making efforts to build an Internet content empire. Believe that no one can match the exclusive video resource for a time! This can also help Xiaomi win more fans.
Development bottlenecks, self-knowledge
Millet's products are single, it is difficult to meet the diverse needs of users. As we all know, the replacement cycle of television is longer and we want to have more user groups. It is indeed not a long-term plan for Xiaomi to adopt a long-term price strategy to seize the market.
In the Internet age, users will become loyal fans only if they promptly cater to the user's experience. A little product has lost its new ideas and innovation. I am afraid that no one will buy it at a lower price. Compared to its peers, LeTV has a variety of TV screens with different screen sizes, supporting more than 30 kinds of TV hardware. In contrast, Xiaomi only uses Xiaomi TV as its product, and its companion products are rare. Obviously, this is nothing more than a short board for Xiaomi.
Millet channel infringement lawsuit. From the current point of view, the cost-effectiveness of Xiaomi's products has indeed been successful, but the lack of content has deterred Xiaomi from shouting loudly. Since last year, Xiaomi has repeatedly been indicted by major domestic video sites for infringement. This wave of prosecution is enough to let Xiaomi recognize the constraints of content shortcomings. In recent years, Lei Jun has used “imminent†and “life and death†to describe the importance of the content of Xiaomi.
The license issue layer suspended the video service for the millet box. Millet boxes have died after 10 days since they were withdrawn on November 14, 2012. The main reason was that Xiaomi Box had violated the relevant provisions of SARFT's “Requirements for the Operation and Management of Holding an Internet TV Licensing Authority†(No. 181) and did not obtain the relevant license. The Internet TV field will never circumvent the suppression of radio and television policies and restrictions, and millet will not be an exception.
Saying iQiyi, even if it has a huge video library, but also want to do a great job in the hardware market. However, this wish does not seem to be so smooth. In 2013, iQIYI and TVStar's China Star Optoelectronics Co., Ltd. jointly produced the TV+ series TV; in February 2014, it launched the TCL iQIYI TV TV+ family. However, this marriage did not allow the iQiyi's Internet advantage and TCL's hardware advantage to be perfectly integrated. The products launched by the Alliance did not always have the vitality of the users, and the results were naturally bleak.
The profitability problem is the most difficult problem that the online video industry overcomes most. Iqiyi will naturally not get rid of this shackle. Even though iQiyi owns the two swords of exclusivity and new fast, it is still not entering a stable profit stage. Judging from the development of China's online video industry, various value-added points in the video industry's industrial chain have not been successfully opened up. Although iQIYI is a leader in the video industry, it is still in the investment phase. Izytech’s 75-second mobile ad also failed to achieve the desired boost. In short, iQIYI is faced with high bandwidth and content cost expenditures and is in urgent need of capital's continued blood transfusion. Gong Yu said that video websites have no hope of profitability in the short term, and iQiyi has no profitable timetable.
The marriage between Xiaomi and iQiyi may be due to each other's understanding of their own anxieties. At the beginning of this year, iqiyi CEO Gong Yu emphasized that in the current high-growth period of the video industry, it is the most important issue to seize the market share of the client. Grasping more resources to distribute exports is a lore weapon to seize the opportunity to shake off opponents. This cooperation with Xiaomi coincided with the iqiyi’s strategic planning. iQIYI's video audience is mainly for young people pursuing fashion, which coincides with the culture of fans of Xiaomi. Xiaomi wants to make up for the short content of video content. Finding iQiyi is nothing more than a best choice. Of course, billions of dollars of investment are required for Xiaomi and iQiyi. However, whether or not sparks of passion can be wiped out is still unknown. After all, the Internet industry has a high chance of killing dark horses. More will cater to the pop stars.
Millet high-cost products to create a fan empire
Xiaomi's own business model is positioned to: Activate cost-effective hardware products to the user's desire to purchase, further guide users through the use of hardware products to become Xiaomi mobile Internet users, and ultimately obtain Internet service revenue. The successful implementation of this business model requires the protection of high-priced hardware products. Whether it is the 1st generation of Xiaomi TV or the 2nd generation of Xiaomi TV, which recently participated in Tmall's “Double 11′′ achievement, it has proved the feasibility and forward-looking of its business model. With a Xiaomi TV2, Xiaomi achieved good results in the sales of first-class electric appliances and sales, which is enough to prove that cost-effective products have strong attraction and lethality! At the same time, millet hardware products have The top-level configuration, fine craftsmanship, and enthusiast-quality sound effects all attracted a large number of young fans. The theme of creating the "Young Home's First Home Theater" is Xiaomi's use of high-priced products to sing fan culture, which is unmatched in the industry! Currently, Xiaomi owns nearly 100 million MIUI users, plus tablet and smart Users, including TV and TV boxes, have a large user base that attracts the attention of many content providers and integrators. Perhaps, Ichiyi and Xiaomi also value this point. Because having users will create value.
iQIYI's Exclusive Video Resources Create Content Empire
iQiyi is the star video site of Baidu, and it is also the leader of the first echelon of domestic video websites. It has the latest, fastest and most exclusive exclusive HD content. In order to maintain the exclusive content, iQiyi spent 200 million yuan this year to purchase the right to broadcast the entertainment program. Hunan Satellite TV's “Where Is My Dad?†network exclusive play in the second quarter is a symbolic signal. In order to establish the status of the video resources boss, Iqiyi can be said to be a multi-pronged approach and a comprehensive attack. In September, the founder and CEO of iQiyi, Gong Yu, officially announced the iQiyi 2015 "Super Cyber ​​Drama" program, 30 3,000 episodes; the South Korean Pusan ​​Film Festival signed 90 movie contracts; in 2015, he will receive 1,000 US Film distribution rights. At the same time, Iqiyi and Huace Film and TV jointly invested in the establishment of Huazeiqiyi Arts and Television. At present, Huace Film and TV is undergoing a process of industrial mergers and acquisitions, gradually transforming from traditional TV drama makers to comprehensive service providers with diversified businesses such as television, movies, programs, and artists' brokers. Undoubtedly, iQiyi is constantly making efforts to build an Internet content empire. Believe that no one can match the exclusive video resource for a time! This can also help Xiaomi win more fans.
Development bottlenecks, self-knowledge
Millet's products are single, it is difficult to meet the diverse needs of users. As we all know, the replacement cycle of television is longer and we want to have more user groups. It is indeed not a long-term plan for Xiaomi to adopt a long-term price strategy to seize the market.
In the Internet age, users will become loyal fans only if they promptly cater to the user's experience. A little product has lost its new ideas and innovation. I am afraid that no one will buy it at a lower price. Compared to its peers, LeTV has a variety of TV screens with different screen sizes, supporting more than 30 kinds of TV hardware. In contrast, Xiaomi only uses Xiaomi TV as its product, and its companion products are rare. Obviously, this is nothing more than a short board for Xiaomi.
Millet channel infringement lawsuit. From the current point of view, the cost-effectiveness of Xiaomi's products has indeed been successful, but the lack of content has deterred Xiaomi from shouting loudly. Since last year, Xiaomi has repeatedly been indicted by major domestic video sites for infringement. This wave of prosecution is enough to let Xiaomi recognize the constraints of content shortcomings. In recent years, Lei Jun has used “imminent†and “life and death†to describe the importance of the content of Xiaomi.
The license issue layer suspended the video service for the millet box. Millet boxes have died after 10 days since they were withdrawn on November 14, 2012. The main reason was that Xiaomi Box had violated the relevant provisions of SARFT's “Requirements for the Operation and Management of Holding an Internet TV Licensing Authority†(No. 181) and did not obtain the relevant license. The Internet TV field will never circumvent the suppression of radio and television policies and restrictions, and millet will not be an exception.
Saying iQiyi, even if it has a huge video library, but also want to do a great job in the hardware market. However, this wish does not seem to be so smooth. In 2013, iQIYI and TVStar's China Star Optoelectronics Co., Ltd. jointly produced the TV+ series TV; in February 2014, it launched the TCL iQIYI TV TV+ family. However, this marriage did not allow the iQiyi's Internet advantage and TCL's hardware advantage to be perfectly integrated. The products launched by the Alliance did not always have the vitality of the users, and the results were naturally bleak.
The profitability problem is the most difficult problem that the online video industry overcomes most. Iqiyi will naturally not get rid of this shackle. Even though iQiyi owns the two swords of exclusivity and new fast, it is still not entering a stable profit stage. Judging from the development of China's online video industry, various value-added points in the video industry's industrial chain have not been successfully opened up. Although iQIYI is a leader in the video industry, it is still in the investment phase. Izytech’s 75-second mobile ad also failed to achieve the desired boost. In short, iQIYI is faced with high bandwidth and content cost expenditures and is in urgent need of capital's continued blood transfusion. Gong Yu said that video websites have no hope of profitability in the short term, and iQiyi has no profitable timetable.
The marriage between Xiaomi and iQiyi may be due to each other's understanding of their own anxieties. At the beginning of this year, iqiyi CEO Gong Yu emphasized that in the current high-growth period of the video industry, it is the most important issue to seize the market share of the client. Grasping more resources to distribute exports is a lore weapon to seize the opportunity to shake off opponents. This cooperation with Xiaomi coincided with the iqiyi’s strategic planning. iQIYI's video audience is mainly for young people pursuing fashion, which coincides with the culture of fans of Xiaomi. Xiaomi wants to make up for the short content of video content. Finding iQiyi is nothing more than a best choice. Of course, billions of dollars of investment are required for Xiaomi and iQiyi. However, whether or not sparks of passion can be wiped out is still unknown. After all, the Internet industry has a high chance of killing dark horses. More will cater to the pop stars.
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