Glory hit the card to cancel the boot advertising, and the pressure spread to other manufacturers.
As the first TV product of Huawei, Glory Smart Screen carries a lot of innovative missions.
On August 10th, the long-awaited glory wisdom screen was released. It was not only the first product equipped with Huawei’s self-developed Hongmeng system, but also announced the cancellation of the boot advertisement, which forced the players.
As a newcomer to the TV industry, the Glory Smart Screen has to give some highlights that make the user experience significantly better and at the same time easy to promote.
When Xiaomi’s Redmi brand announced its independence, the first mobile phone Note 7 also gave an 18-month long warranty, breaking the industry’s December warranty, to attract users to help Redmi independently.
Glory is the same thing.
This approach captures the pain points of consumers and clearly differentiates them from other players in the industry. In Zhao Ming’s boot advertisement survey conducted on Weibo, about 30,000 users have participated in the voting, and 81.6% of users said that the boot advertisement can’t be tolerated, and one second will not work.
From glory president Zhao Ming Weibo screenshot
This is also the highlight of the glory smart screen boot speed. Before the glory of Zhao Ming, he said on Weibo: “If the boot is fast, there is no need to show any advertisements to consumers.” Zhao Ming introduced at the press conference that this smart screen can wake up in one second and start in 2 seconds.
After Xiaomi released the 18-month warranty, other mobile phone manufacturers were frequently asked by netizens when they launched similar services. Similarly, glory cancels the boot advertisement, and it may also force the industry to change.
After glory canceled the boot ads, the pressure spread to other vendors. Guangzhou Weilai CEO Liao Bingfa Weibo said: “After switching on the advertising, traditional TV manufacturers began to follow up, some netizens revealed that Konka TV prompts Android upgrade, and did not openMachine advertising.
Xiaomi, who has been competing with glory for a long time, also reported the news that Xiaomi TV cancelled the start-up advertisement on the day of the release of the glory wisdom screen.
But then it was denied that Wuli Xiaohai, who knows the certification information for the product operation manager of Beijing Xiaomi Electronic Products Co., Ltd., said that he did not see the Xiaomi TV commercial. It is likely that the number of advertisements on the day has reached Frequency limit, or no ad scheduling.
The millet TV product details page of Xiaomi’s official website still has such a description: “The TV contains advertisements in the form of boot, etc., the advertisement video at boot time cannot be deleted, changed, and the advertisement video of the third-party content. Unable to control.”
However, boot ads are an important source of revenue for smart TVs.After cancellation, it means that glory needs to find another way to make a profit. According to the “2019 China OTT Development Forecast Report” released by Aowei, it is estimated that the scale of OTT advertising will reach 10.9 billion in 2019, of which the system-level advertising, that is, the revenue of the switch machine is about 2.6 billion, accounting for 达达 twenty four%.
From the perspective of the design and pricing of the glory wisdom screen, glory does not intend to take the price war that is prevalent in the current TV industry, but to take the path of high quality and high price. Zhao MingIn the interview, he clearly stated that he would not engage in price wars, but to attract users with technological innovation and better experience. This is the road to healthy development of the TV industry. . He said: “ I found that the whole traditional TV industry was biased because everyone did not pay attention to the use value and experience of the product itself, but put it into a certain degree. Under the price war, use the price to replace the industry.”
For the sales forecast, Zhao Ming did not disclose the specific figures, but said that “We think sales will definitely exceed all of our previous expectations.” /span>
Head: Reporter Li Zhenliang shoots