Ten years ago, there was a movie called Pan's Maze. The film used the metaphors of ancient Greek mythology and a little girl's perspective to see the idealism and dark reality of human society.
I like this movie very much, especially the use of the image of Pan Shen. The Pan-god, the son of the half-blood, is an interesting image of the gods in the Greek mythology. He loves music and art and is often the guardian of the maze. In the pantomime of Pan Shen, there are no heavy obstacles or awe-inspiring mountains. Instead, people use music and beauty to seduce humanity and let humans lose themselves in self-selection.
This may be called: soft maze.
The obstacles of the soft maze are our own obsessions and obsessions. They are false superstitions of past experience. Pan's soft maze is everywhere, especially in the confused world of the Internet. For example: smart terminal.
I often think that we have personally experienced the emergence of intelligent terminal equipment from the beginning to the end. Will we often fall into the illusion of past experience in the second half of the road? Can't get around in childish and optimistic empiricism? Speaking specifically, is the smart TV logic the same as a smart phone?
I have been thinking about such a problem on the way back from LeTV's 816 "soft power big screen influence" summit: Let's work so hard, even to say desperately, because I saw a soft labyrinth that covers the big screen industry and I'm working hard. Get rid of it?
Post-Intelligence Era, a Pan's Labyrinth about the Big Screen Industry
Large-screen terminals, or smart TVs, currently have a dead end and a maze. The dead end is used as the logic of traditional television to make television, and the maze is used as the logic of mobile phones to make smart TV.
Jia Yueting said that smart TV is a brand-new category. Its logic is different from any hardware in the past. It has been proven that the overwhelming head of the giants has been a very correct judgment.
However, after all, TV was so well known to us. We also understood too much about the universe explosion after Steve Jobs rebuilt the smartphone. The past two experiences were in fact entangled in my mind all the time, forming a law of inertia: smart TVs must be able to break out, and I can understand TV so well.
In fact this is a soft maze. In the post-intelligent era, users have been thoroughly enlightened by PCs, mobile phones, tablets, and so on. There is really no expectation for mobile phones with dozens of screens. The sudden and complicated interaction experience and the content search with a sense of estrangement may even cause disgust to users who are accustomed to traditional TV.
So continue to follow the traditional logic, continue to increase the price, upgrade the screen display and other hardware, in fact, is caught in a self-righteous soft maze, simply can not come up with the real reason for users to accept smart TV, accept the big screen experience.
To get out of this maze, the focus is on judging which needs are and what are pseudo needs.
Use the logic to go the maze: Why do users pay for the big screen?
LeTV 816 conference, the first set off the climax of the audience, is LeTV announced that it is free to replace the first generation of super TV users with higher performance motherboards (need to purchase 490 yuan LeTV super film members for one year).
To replace the TV with a motherboard, half said that LeTV will really play, and the other half say that LeTV is crazy?
In fact, this seemingly utterly speechless plan reveals the need for LeTV to identify the needs of large-screen ecological users.
Traditional TV, and even the logic of mobile phones, are looking for hardware aging as a business. The next step for hardware to keep up with the rhythm is the beginning of secondary consumption and repurchasing. But this logic may have completely failed in the television industry.
why?
Because for Chinese families, the opening rate of television is already quite low. Many home TVs have become completely decorated. Compared to mobile phones, TVs have a very simple application scenario. So even if the hardware ages out, the average family will never choose to replace it. In simple terms, for the average consumer, the real logic of television is: TV is old, then old. Can see on the line, anyway, there is a mobile phone tablet.
Therefore, hardware performance and hardware experience are by no means the first element that consumers pay for TV. Big screen really want to retain users, the most fundamental is to create a differentiated experience. Through the full release of content, software, and hardware, a sense of difference is created at all costs, allowing users to feel the necessity and comfort of turning on the TV.
I have noticed that after LeChoven users are free to switch to the TV mainboard, users can experience software services such as the new "Focus Desktop", "Nine Worlds LIVE Super Live Wall", "Love View Desktop". The core of this is to allow users to pay for what other terminals can't provide, and conquer users with new content and services.
For today's big screen industry, all empiricalism is eliminated. It may be the only way to gain customers with new content, permissions, and experience. Let’s say that it should become a “big screen ecosystem service operatorâ€, in essence, it is to create a basic model that can continuously supplement and derive targeted services.
With the logic of customer needs to go to the labyrinth of the big screen industry, the direction is one: at any cost, create a sense of difference.
Four in One: Image Replacement for Large Screen Eco-industry
LeTV's sense of difference has never been one-dimensional, but ecological, multi-dimensional. The so-called no ecology is not happy.
From the large-screen press conference of LeEr 816, we can see that we have reconstructed the ecology of the big screen from such strategic dimensions.
1, content dimensions. LeTV emphasized this time the strong IP movie “hardware release†model. In fact, watching movies on a large screen has always been the industry's key expectation. However, how to find balance in copyright, user needs, and offline theater has always been a source of confusion. LeTV's large-screen ecology puts hardware-distribution films inside ecological closed loops, which may effectively solve this problem, and rely on the potential of the film to create a new market fulcrum for the big-screen ecology.
2. Sympathetic Extension: 816 LeTV released a new large-screen ecological extension hardware, China's first 3-in-1 somatosensory camera, integrating gesture recognition, 3D somatosensory recognition, and video calling. This provides important support for large-screen games, large screen social interactions and communications, and derivative sympathetic experiences. We have completed the hardware barriers that are not available in mobile phones and tablets that are interactive.
3. Game Ecology: LeTV was awarded the first "Black Gold" entertainment hardware award-game terminal product award on 2016 ChinaJoy. The platform covers 100% of somatosensory games, starting with over 90% of exquisite gaming music. The big screen game is bound to be one of its main points of attack. The next step of LeTV’s development of the ecology of big screen games will inevitably accelerate and upgrade.
4. Shopping experience: In the 816 conference, LeTV emphasized the new television shopping experience of LeTV's big screen ecology. Big screen shopping may still be a booming port, but its real needs are very strong. The model of brand + platform + terminal + experience may subvert a lot of inherent gameplay in the future.
The reason why LeTV's big-screen ecology has to be completed in so many dimensions is that it runs through the logic that LeTV is not creating anything and then letting consumers accept it. Instead, it is quickly targeted and supplemented according to the needs of users.
I call this logic an image replacement for the terminal industry. Instead of the traditional terminal model, the demand-driven creation and production and operation are used. If the former intelligent terminal production is based on the manufacturer's self-centeredness, then the mirror replacement will be based on the person you face in the mirror.
It is very difficult for this era to have an explosive break in the hardware revolution. What the market calls for is a nanny-style, user-centric, and evolving, ecological player.
Offer and Harvest: LeTV's Big Screen of Ecological Openness and Gene Interface
In particular, I noticed that it is worth discussing individually, that is, LeTV’s strategic cooperation with the HNA culture. There are even rumors that the two companies still have capital cooperation. That is a big deal.
What I have read about this cooperation is the signal that LeTV is opening up and ecologically cooperating with large-screen ecological genes. Letv ecology is an open ecology, and highly-coincident cooperative access is the fine tradition of LeTV.
LeTV's Big Screen Ecology and Hainan Airlines Culture will create a special content zone. Super TV will be stationed in the VIP room of HNA Airport. HNA's 180,000 employees will also enjoy in-house purchase discounts. Hainan Airlines' real estate and hotel industries will also collect super TVs. This is simply a model of music as cooperation: 1 each side has to pay and harvest; 2 depth cooperation to the distal end; 3 in accordance with their genetic ecology access.
I often say that the mix is ​​always for sale. The cooperation between the platform and advertisers is not unobjectionable. On the contrary, benign and high-quality advertising cooperation is the key to creating user value.
LeTV 816 launched a large-screen advertising C cube solution, that is, through Connect connectivity, Create innovation, Convert conversion power to bring value to advertisers, but also derived six kinds of creative marketing products.
The essence of the C-cube is to enable advertisers with the key capabilities and ecosystem of the large-screen ecology, and allow advertisers to use their own genes in the reverse direction to empower the ecology.
Perhaps we should re-examine the relationship between the ecological platform and advertisers with such an idea: advertisers are also users, or high-frequency, high-quality users. How to integrate advertisers into ecology and create ecological internal channels from their needs is worth Thoughtful questions.
As the first billion-dollar advertising strategic partner was born, LeTV offered awards to advertisers. The door behind it is very deep.
Conclusion
If you use a logical metaphor for music as the big screen ecology. It should be like this: The smart big screen is a newly opened grocery store. To promote the store, LeTV is willing to become a diligent shopkeeper. Continue to visit and collect and observe the needs of users (LeTV, advertisers, potential users). While introducing what they want, they need to introduce what they have not yet thought of.
The point is that this is a grocery store and it cannot be run in accordance with the logic of laundry and grain and oil shops. All past must be forgotten in order to truly get out of Pan's soft maze.
Come on, everybody, repeat the most important sentence again: Smart TV is a brand new category! All! New! Product!
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
I like this movie very much, especially the use of the image of Pan Shen. The Pan-god, the son of the half-blood, is an interesting image of the gods in the Greek mythology. He loves music and art and is often the guardian of the maze. In the pantomime of Pan Shen, there are no heavy obstacles or awe-inspiring mountains. Instead, people use music and beauty to seduce humanity and let humans lose themselves in self-selection.
This may be called: soft maze.
The obstacles of the soft maze are our own obsessions and obsessions. They are false superstitions of past experience. Pan's soft maze is everywhere, especially in the confused world of the Internet. For example: smart terminal.
I often think that we have personally experienced the emergence of intelligent terminal equipment from the beginning to the end. Will we often fall into the illusion of past experience in the second half of the road? Can't get around in childish and optimistic empiricism? Speaking specifically, is the smart TV logic the same as a smart phone?
I have been thinking about such a problem on the way back from LeTV's 816 "soft power big screen influence" summit: Let's work so hard, even to say desperately, because I saw a soft labyrinth that covers the big screen industry and I'm working hard. Get rid of it?
Large-screen terminals, or smart TVs, currently have a dead end and a maze. The dead end is used as the logic of traditional television to make television, and the maze is used as the logic of mobile phones to make smart TV.
Jia Yueting said that smart TV is a brand-new category. Its logic is different from any hardware in the past. It has been proven that the overwhelming head of the giants has been a very correct judgment.
However, after all, TV was so well known to us. We also understood too much about the universe explosion after Steve Jobs rebuilt the smartphone. The past two experiences were in fact entangled in my mind all the time, forming a law of inertia: smart TVs must be able to break out, and I can understand TV so well.
In fact this is a soft maze. In the post-intelligent era, users have been thoroughly enlightened by PCs, mobile phones, tablets, and so on. There is really no expectation for mobile phones with dozens of screens. The sudden and complicated interaction experience and the content search with a sense of estrangement may even cause disgust to users who are accustomed to traditional TV.
So continue to follow the traditional logic, continue to increase the price, upgrade the screen display and other hardware, in fact, is caught in a self-righteous soft maze, simply can not come up with the real reason for users to accept smart TV, accept the big screen experience.
To get out of this maze, the focus is on judging which needs are and what are pseudo needs.
Use the logic to go the maze: Why do users pay for the big screen?
LeTV 816 conference, the first set off the climax of the audience, is LeTV announced that it is free to replace the first generation of super TV users with higher performance motherboards (need to purchase 490 yuan LeTV super film members for one year).
To replace the TV with a motherboard, half said that LeTV will really play, and the other half say that LeTV is crazy?
In fact, this seemingly utterly speechless plan reveals the need for LeTV to identify the needs of large-screen ecological users.
Traditional TV, and even the logic of mobile phones, are looking for hardware aging as a business. The next step for hardware to keep up with the rhythm is the beginning of secondary consumption and repurchasing. But this logic may have completely failed in the television industry.
why?
Because for Chinese families, the opening rate of television is already quite low. Many home TVs have become completely decorated. Compared to mobile phones, TVs have a very simple application scenario. So even if the hardware ages out, the average family will never choose to replace it. In simple terms, for the average consumer, the real logic of television is: TV is old, then old. Can see on the line, anyway, there is a mobile phone tablet.
Therefore, hardware performance and hardware experience are by no means the first element that consumers pay for TV. Big screen really want to retain users, the most fundamental is to create a differentiated experience. Through the full release of content, software, and hardware, a sense of difference is created at all costs, allowing users to feel the necessity and comfort of turning on the TV.
I have noticed that after LeChoven users are free to switch to the TV mainboard, users can experience software services such as the new "Focus Desktop", "Nine Worlds LIVE Super Live Wall", "Love View Desktop". The core of this is to allow users to pay for what other terminals can't provide, and conquer users with new content and services.
For today's big screen industry, all empiricalism is eliminated. It may be the only way to gain customers with new content, permissions, and experience. Let’s say that it should become a “big screen ecosystem service operatorâ€, in essence, it is to create a basic model that can continuously supplement and derive targeted services.
With the logic of customer needs to go to the labyrinth of the big screen industry, the direction is one: at any cost, create a sense of difference.
Four in One: Image Replacement for Large Screen Eco-industry
LeTV's sense of difference has never been one-dimensional, but ecological, multi-dimensional. The so-called no ecology is not happy.
From the large-screen press conference of LeEr 816, we can see that we have reconstructed the ecology of the big screen from such strategic dimensions.
1, content dimensions. LeTV emphasized this time the strong IP movie “hardware release†model. In fact, watching movies on a large screen has always been the industry's key expectation. However, how to find balance in copyright, user needs, and offline theater has always been a source of confusion. LeTV's large-screen ecology puts hardware-distribution films inside ecological closed loops, which may effectively solve this problem, and rely on the potential of the film to create a new market fulcrum for the big-screen ecology.
2. Sympathetic Extension: 816 LeTV released a new large-screen ecological extension hardware, China's first 3-in-1 somatosensory camera, integrating gesture recognition, 3D somatosensory recognition, and video calling. This provides important support for large-screen games, large screen social interactions and communications, and derivative sympathetic experiences. We have completed the hardware barriers that are not available in mobile phones and tablets that are interactive.
3. Game Ecology: LeTV was awarded the first "Black Gold" entertainment hardware award-game terminal product award on 2016 ChinaJoy. The platform covers 100% of somatosensory games, starting with over 90% of exquisite gaming music. The big screen game is bound to be one of its main points of attack. The next step of LeTV’s development of the ecology of big screen games will inevitably accelerate and upgrade.
4. Shopping experience: In the 816 conference, LeTV emphasized the new television shopping experience of LeTV's big screen ecology. Big screen shopping may still be a booming port, but its real needs are very strong. The model of brand + platform + terminal + experience may subvert a lot of inherent gameplay in the future.
The reason why LeTV's big-screen ecology has to be completed in so many dimensions is that it runs through the logic that LeTV is not creating anything and then letting consumers accept it. Instead, it is quickly targeted and supplemented according to the needs of users.
I call this logic an image replacement for the terminal industry. Instead of the traditional terminal model, the demand-driven creation and production and operation are used. If the former intelligent terminal production is based on the manufacturer's self-centeredness, then the mirror replacement will be based on the person you face in the mirror.
It is very difficult for this era to have an explosive break in the hardware revolution. What the market calls for is a nanny-style, user-centric, and evolving, ecological player.
Offer and Harvest: LeTV's Big Screen of Ecological Openness and Gene Interface
In particular, I noticed that it is worth discussing individually, that is, LeTV’s strategic cooperation with the HNA culture. There are even rumors that the two companies still have capital cooperation. That is a big deal.
What I have read about this cooperation is the signal that LeTV is opening up and ecologically cooperating with large-screen ecological genes. Letv ecology is an open ecology, and highly-coincident cooperative access is the fine tradition of LeTV.
LeTV's Big Screen Ecology and Hainan Airlines Culture will create a special content zone. Super TV will be stationed in the VIP room of HNA Airport. HNA's 180,000 employees will also enjoy in-house purchase discounts. Hainan Airlines' real estate and hotel industries will also collect super TVs. This is simply a model of music as cooperation: 1 each side has to pay and harvest; 2 depth cooperation to the distal end; 3 in accordance with their genetic ecology access.
I often say that the mix is ​​always for sale. The cooperation between the platform and advertisers is not unobjectionable. On the contrary, benign and high-quality advertising cooperation is the key to creating user value.
LeTV 816 launched a large-screen advertising C cube solution, that is, through Connect connectivity, Create innovation, Convert conversion power to bring value to advertisers, but also derived six kinds of creative marketing products.
The essence of the C-cube is to enable advertisers with the key capabilities and ecosystem of the large-screen ecology, and allow advertisers to use their own genes in the reverse direction to empower the ecology.
Perhaps we should re-examine the relationship between the ecological platform and advertisers with such an idea: advertisers are also users, or high-frequency, high-quality users. How to integrate advertisers into ecology and create ecological internal channels from their needs is worth Thoughtful questions.
As the first billion-dollar advertising strategic partner was born, LeTV offered awards to advertisers. The door behind it is very deep.
Conclusion
If you use a logical metaphor for music as the big screen ecology. It should be like this: The smart big screen is a newly opened grocery store. To promote the store, LeTV is willing to become a diligent shopkeeper. Continue to visit and collect and observe the needs of users (LeTV, advertisers, potential users). While introducing what they want, they need to introduce what they have not yet thought of.
The point is that this is a grocery store and it cannot be run in accordance with the logic of laundry and grain and oil shops. All past must be forgotten in order to truly get out of Pan's soft maze.
Come on, everybody, repeat the most important sentence again: Smart TV is a brand new category! All! New! Product!
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.