The micro-whale, after releasing its first smart TV in August of last year, has successively challenged the smart TV industry several times in half a year, and it is true that the newborn calf is not afraid of the courage of the tiger.
Last year, the double 11 was the first smart TV to be released for the first time in three months. It became the champion of the 55-inch TV sales of Tmall, followed by the release of the second smart TV - the micro whale 43-inch cannon, pulling the 4K TV from 4,000 yuan. To the two-thousand yuan stall - just as millet set off a thousand yuan storm on the smart phone line, the industry shook.
Today, the micro-whale has released a new generation of smart TVs with a low profile: W50J, code-named “Assassinâ€, which is also the first new machine released by the micro-whales this year.
The assassin, this code is reminiscent of the words "light, fast, thin", "the whale's sword of the assassin has shed its sheath." The image of the assassin implies that the micro whale is going to enter into the competitors' hinterland. Last year Hou Hsiao-hsien’s assassin, Nie Yiniang, set fire to the hearts of the assassin’s chivalrous spirit. The name of the micro-whale may also have the meaning of an assassin spirit.
"Assassin" is a kind of product?
Positioning: Family living room TV for young people like 85 and 90;
Screen: 50 inches, RGB true 4K VA panel, resolution: 3840x2160, wide viewing angle: 178°, dynamic contrast ratio: 10000:1 or more, equipped with Ultra-Clear Motion motion image compensation technology;
Performance: MStar 6A828 quad-core 64-bit TV chip, 4K video decoding capability of 60 frames per second, supporting mainstream video formats;
Process: minimalist design, all-metal body, use the same high strength 7 series aluminum alloy with iPhone 6S frame, ultra-thin body, the thinnest point: 9.2mm, using the highest grade V0 fireproof material;
Sound quality: Hi-Fi-grade audio, built-in double-sided balanced bass enhancement and two patented technologies for the treble spread of the treasure trough, matching Dolby sound technology;
Price: 3398 yuan (including 199 yuan / year of membership content services), March 2 Jingdong pre-sale.
From the configuration point of view, this product has reached the mainstream level of smart TV, and RGB true 4K VA panel, Ultra-Clear Motion motion image compensation technology, all-metal ultra-thin body is the highlight of the "assassin", in addition, the former Two popular Bluetooth voice features and a concise WUI operating system have been extended. The content is still both breadth and depth. It focuses on young users, but young and old.
What assassins have assassinated?
Prior to the release of the "Assassin", the Micro Whale has launched 43-inch and 55-inch smart TVs. The 50-inch smart TV just makes up for the gap between the two stalls - different TV sizes, suitable for different scenarios, the difference is Like iPads and iPhones, one size change in smart TVs can actually be seen as a new product line.
The micro-whale "Assassin" aimed at the young user market. The 50-inch smart TV is the best size for entering the living room of young people. According to the network survey data, 50-55 inches is the most popular TV size, but in the same configuration, 55 inches. More than 5 inches but expensive 500-1000 yuan, 50 inches to meet the needs of young people to save money. At the same time, the best viewing distance for a 50-inch smart TV is 4 meters. The space suitable for this distance matches the living room area of ​​most young people today.
Emerging players Xiaomi and LeTV:
The 50-inch is a key battleground with many players in this field. Millet and LeTV are two of them. There are no 50-inch TVs in Xiaomi's TV lineup, but Xiaomi TV's 2S 48-inch is 50-inch, single-product version is 2799 yuan, and movie version is 3499 yuan. , equipped with original Samsung RGB true 4K screen, configuration reached the mainstream level.
Smart TV pioneer, LeTV, is equally powerful, and its sales performance at key nodes such as the year and the double 11 are all very good. 50-inch music as super TV 3 X50 more popular, the hardware price is: 3499 yuan, membership contract machine: 3689 yuan, the configuration of the three TV is not much difference.
Old rival TCL:
In addition, the traditional fast-paced TV TCL, there are also many 50-inch products: TCL D50A620U, priced at 3399 yuan, 50 inches, RGB true 4K screen, dual-core A9 CPU, 1GB RAM, T-UI system, which The TV is inferior in terms of configuration and content, but it wins the throne of the traditional TV manufacturers veterans, has a wealth of offline sales channels and a good user reputation.
Competing goods, including content TV prices (smart TV content is not the same as ordinary TV) we are almost the same: millet TV 2S 48-inch theater version costs 3499 yuan; LeTV 3 X50 3689 yuan; TCL D50A620U, priced at 3399 yuan The Mini Whale TV Assassin Edition did $3,398. Given its much higher configuration than TCL, this price is very competitive. Seeing here, does it understand the pricing logic for micro-whales?
Assassin set off a smart TV arms war?
Li Huaiyu, CEO of Micro Whale Technology, once said that micro whale television is for young people. If you want young people to save money, you must cater to young people's consumption philosophy. The choice of smart TV is definitely not determined by the digitized parameters of computing power and processing power, but a multidimensional evaluation system.
Design and Craftsmanship, Smart TV Enters the Age of Value
TV is a very important living room decoration. It is not like some everyday household appliances. It can be used just as well. The TV is in the most prominent position in the living room. Its appearance design has a great influence on different home decoration styles, so TV design and craftsmanship It is a consideration.
Many people think that TV is just a big screen and there is no design at all. However, the details such as the narrowness of the frame, the thickness of the fuselage, and the craftsmanship are the key factors affecting it. To put it plainly, the value of Yan is very important. Every TV manufacturer wants to prove that it is the most beautiful, and some of them are also proved by design awards such as iF.
The assassin also understands this principle. It adopts a minimalist design style. In terms of body thickness, it can be said to be positive. The thinnest point is only 9.1mm, which is only 2mm thicker than the iPhone 6s. It can be imagined how thin it is. Like an assassin's sharp sword, the sharpness of the edge reveals that this "thinness" hangs on the wall of the TV as if it were a painting suspended in the living room. The current price of smart TVs is already cheaper than that of mobile phones. Perhaps in the future, people will have one TV per person like a mobile phone.
In terms of materials, the "Assassin" uses aerospace grade 7 series aluminum alloy frame, which is the same material as the iPhone 6s. This type of material is used on space shuttles and rockets with very high strength. Thin, but still has good resistance to deformation, high-speed diamond grinding more than 20,000 rpm, so that the metal is more shining, matte and anodizing process, the border has a super strong texture, and the aluminum alloy metal wire drawing the United States back more emphasis on the full metal texture The design language is reminiscent of Steve Jobs's pursuit of detail in the sense that “users can't see the circuit board to be beautifulâ€.
Although the "Assassin" was on the line with a low profile, he saw the ultimate pursuit of the product by the Little Whale Engineers team.
Configuration and system, can only strive for greater detail
Today, the homogenization of smart TVs, in fact, the same price of the product, the configuration is not much difference, including the screen, performance, etc., fight configuration is ultimately a penny and a goods, say more useless.
"Software" is based on Android's deep development. It is only the UI interaction level. Each one has its own advantages and disadvantages, and it also can not be concluded that the UI system is the best for different users' operating habits. However, the advantages of smart TVs are that they can be continuously upgraded, continuously optimized, and then maximized. Micro whale is a startup company, and it is an internet company. In this section, it will not lose to players like Xiaomi and LeTV.
Content, independence, and precision are the key features of smart TVs
Content is the most important, most critical and most critical performance of smart TVs. Specifically, it is mainly a single dimension: whether the quantity of content is sufficient, that is, the breadth of coverage; whether the content is exclusive, whether the exclusive content of high quality content is competitive, and whether the content is refined or not. That is, content depth, such as 4K, HD HD, refined content operations, these dimensions.
LeTV started as a video platform and has a great advantage in sports broadcasting. It also invested heavily in film and television content to launch films such as Haoyuechuan. After Xiaomi TV encountered content shortcomings in the initial stage, it invested US$1 billion to complete the content, now it is 100%. A number of video sites and four major license party alliances continue to force live broadcasts, sports competitions, and e-sports content. The two companies also last year devoted themselves to the development of cloths to prove that their own content is more than their counterparts, and they have been ridiculed in the industry.
The micro-whale adopts user-oriented content in its content. Since the micro-whale has been clearly positioned as a young user, it can be tailor-made to serve customers.
The VICE multi-trend cultural content is the highlight of the original content. The micro-whale membership service also added cinematic movies and 4K movies this year, and sports events, concerts, and e-sports live online. For example, 2015 Wei Mi Da Xiu, NEST 2015 National Sports Contest , SNH48 Second Golden Hit Award and so on. Recently, the Micro Whale also won the 2016-2020 Super League copyright and became the first Internet TV partner. These contents are all young people's dishes.
For its user base, micro-whales have the exclusive advantage of content, although the micro-whales may not be as good as their friends in the total, but for their user base, the breadth, depth and exclusivity of content coverage have their advantages - - Conversely, the platform for all types of users will naturally suffer from difficult problems. For example, LeTV will have more sports content and will be of no value to users who do not care about sports. In addition, the microwhales are also seeking for improvement in terms of regular content on the basis of exclusive content. Through cooperation with Tencent Video, Mango TV, and Chinese culture, the coverage of regular content is relatively high.
Obviously, the content is not as good as possible. The content can't be viewed in absolute terms. The length of playtime and the amount of content are not of much significance. The key is to see the level of content consumer demand satisfaction of its core user group—shrimp music and QQ music. The number is as much, but the majority of songs that Chinese users are accustomed to listening to are in QQ music, which is the same reason.
Smart TV has entered the era of cost-effective, but the cost of smart TV is not a hardware configuration, the key is to look at the "value" and "content", and the content is not as good as possible, mainly by the "core user group content consumption requirements to meet Degree to decide.
In addition, the micro whale "Assassin" under the premise of configuration to reach the mainstream level, more importantly, it also has a higher "face value", ultra-thin design, all-metal tough body, so as a smart TV "performance" performance Prominent, and its price is enough to be close to the people, not the best television for young people?
Last year, the double 11 was the first smart TV to be released for the first time in three months. It became the champion of the 55-inch TV sales of Tmall, followed by the release of the second smart TV - the micro whale 43-inch cannon, pulling the 4K TV from 4,000 yuan. To the two-thousand yuan stall - just as millet set off a thousand yuan storm on the smart phone line, the industry shook.
Today, the micro-whale has released a new generation of smart TVs with a low profile: W50J, code-named “Assassinâ€, which is also the first new machine released by the micro-whales this year.
The assassin, this code is reminiscent of the words "light, fast, thin", "the whale's sword of the assassin has shed its sheath." The image of the assassin implies that the micro whale is going to enter into the competitors' hinterland. Last year Hou Hsiao-hsien’s assassin, Nie Yiniang, set fire to the hearts of the assassin’s chivalrous spirit. The name of the micro-whale may also have the meaning of an assassin spirit.
"Assassin" is a kind of product?
Positioning: Family living room TV for young people like 85 and 90;
Screen: 50 inches, RGB true 4K VA panel, resolution: 3840x2160, wide viewing angle: 178°, dynamic contrast ratio: 10000:1 or more, equipped with Ultra-Clear Motion motion image compensation technology;
Performance: MStar 6A828 quad-core 64-bit TV chip, 4K video decoding capability of 60 frames per second, supporting mainstream video formats;
Process: minimalist design, all-metal body, use the same high strength 7 series aluminum alloy with iPhone 6S frame, ultra-thin body, the thinnest point: 9.2mm, using the highest grade V0 fireproof material;
Sound quality: Hi-Fi-grade audio, built-in double-sided balanced bass enhancement and two patented technologies for the treble spread of the treasure trough, matching Dolby sound technology;
Price: 3398 yuan (including 199 yuan / year of membership content services), March 2 Jingdong pre-sale.
From the configuration point of view, this product has reached the mainstream level of smart TV, and RGB true 4K VA panel, Ultra-Clear Motion motion image compensation technology, all-metal ultra-thin body is the highlight of the "assassin", in addition, the former Two popular Bluetooth voice features and a concise WUI operating system have been extended. The content is still both breadth and depth. It focuses on young users, but young and old.
What assassins have assassinated?
Prior to the release of the "Assassin", the Micro Whale has launched 43-inch and 55-inch smart TVs. The 50-inch smart TV just makes up for the gap between the two stalls - different TV sizes, suitable for different scenarios, the difference is Like iPads and iPhones, one size change in smart TVs can actually be seen as a new product line.
The micro-whale "Assassin" aimed at the young user market. The 50-inch smart TV is the best size for entering the living room of young people. According to the network survey data, 50-55 inches is the most popular TV size, but in the same configuration, 55 inches. More than 5 inches but expensive 500-1000 yuan, 50 inches to meet the needs of young people to save money. At the same time, the best viewing distance for a 50-inch smart TV is 4 meters. The space suitable for this distance matches the living room area of ​​most young people today.
Emerging players Xiaomi and LeTV:
The 50-inch is a key battleground with many players in this field. Millet and LeTV are two of them. There are no 50-inch TVs in Xiaomi's TV lineup, but Xiaomi TV's 2S 48-inch is 50-inch, single-product version is 2799 yuan, and movie version is 3499 yuan. , equipped with original Samsung RGB true 4K screen, configuration reached the mainstream level.
Smart TV pioneer, LeTV, is equally powerful, and its sales performance at key nodes such as the year and the double 11 are all very good. 50-inch music as super TV 3 X50 more popular, the hardware price is: 3499 yuan, membership contract machine: 3689 yuan, the configuration of the three TV is not much difference.
Old rival TCL:
In addition, the traditional fast-paced TV TCL, there are also many 50-inch products: TCL D50A620U, priced at 3399 yuan, 50 inches, RGB true 4K screen, dual-core A9 CPU, 1GB RAM, T-UI system, which The TV is inferior in terms of configuration and content, but it wins the throne of the traditional TV manufacturers veterans, has a wealth of offline sales channels and a good user reputation.
Competing goods, including content TV prices (smart TV content is not the same as ordinary TV) we are almost the same: millet TV 2S 48-inch theater version costs 3499 yuan; LeTV 3 X50 3689 yuan; TCL D50A620U, priced at 3399 yuan The Mini Whale TV Assassin Edition did $3,398. Given its much higher configuration than TCL, this price is very competitive. Seeing here, does it understand the pricing logic for micro-whales?
Assassin set off a smart TV arms war?
Li Huaiyu, CEO of Micro Whale Technology, once said that micro whale television is for young people. If you want young people to save money, you must cater to young people's consumption philosophy. The choice of smart TV is definitely not determined by the digitized parameters of computing power and processing power, but a multidimensional evaluation system.
Design and Craftsmanship, Smart TV Enters the Age of Value
TV is a very important living room decoration. It is not like some everyday household appliances. It can be used just as well. The TV is in the most prominent position in the living room. Its appearance design has a great influence on different home decoration styles, so TV design and craftsmanship It is a consideration.
Many people think that TV is just a big screen and there is no design at all. However, the details such as the narrowness of the frame, the thickness of the fuselage, and the craftsmanship are the key factors affecting it. To put it plainly, the value of Yan is very important. Every TV manufacturer wants to prove that it is the most beautiful, and some of them are also proved by design awards such as iF.
The assassin also understands this principle. It adopts a minimalist design style. In terms of body thickness, it can be said to be positive. The thinnest point is only 9.1mm, which is only 2mm thicker than the iPhone 6s. It can be imagined how thin it is. Like an assassin's sharp sword, the sharpness of the edge reveals that this "thinness" hangs on the wall of the TV as if it were a painting suspended in the living room. The current price of smart TVs is already cheaper than that of mobile phones. Perhaps in the future, people will have one TV per person like a mobile phone.
In terms of materials, the "Assassin" uses aerospace grade 7 series aluminum alloy frame, which is the same material as the iPhone 6s. This type of material is used on space shuttles and rockets with very high strength. Thin, but still has good resistance to deformation, high-speed diamond grinding more than 20,000 rpm, so that the metal is more shining, matte and anodizing process, the border has a super strong texture, and the aluminum alloy metal wire drawing the United States back more emphasis on the full metal texture The design language is reminiscent of Steve Jobs's pursuit of detail in the sense that “users can't see the circuit board to be beautifulâ€.
Although the "Assassin" was on the line with a low profile, he saw the ultimate pursuit of the product by the Little Whale Engineers team.
Configuration and system, can only strive for greater detail
Today, the homogenization of smart TVs, in fact, the same price of the product, the configuration is not much difference, including the screen, performance, etc., fight configuration is ultimately a penny and a goods, say more useless.
"Software" is based on Android's deep development. It is only the UI interaction level. Each one has its own advantages and disadvantages, and it also can not be concluded that the UI system is the best for different users' operating habits. However, the advantages of smart TVs are that they can be continuously upgraded, continuously optimized, and then maximized. Micro whale is a startup company, and it is an internet company. In this section, it will not lose to players like Xiaomi and LeTV.
Content, independence, and precision are the key features of smart TVs
Content is the most important, most critical and most critical performance of smart TVs. Specifically, it is mainly a single dimension: whether the quantity of content is sufficient, that is, the breadth of coverage; whether the content is exclusive, whether the exclusive content of high quality content is competitive, and whether the content is refined or not. That is, content depth, such as 4K, HD HD, refined content operations, these dimensions.
LeTV started as a video platform and has a great advantage in sports broadcasting. It also invested heavily in film and television content to launch films such as Haoyuechuan. After Xiaomi TV encountered content shortcomings in the initial stage, it invested US$1 billion to complete the content, now it is 100%. A number of video sites and four major license party alliances continue to force live broadcasts, sports competitions, and e-sports content. The two companies also last year devoted themselves to the development of cloths to prove that their own content is more than their counterparts, and they have been ridiculed in the industry.
The micro-whale adopts user-oriented content in its content. Since the micro-whale has been clearly positioned as a young user, it can be tailor-made to serve customers.
The VICE multi-trend cultural content is the highlight of the original content. The micro-whale membership service also added cinematic movies and 4K movies this year, and sports events, concerts, and e-sports live online. For example, 2015 Wei Mi Da Xiu, NEST 2015 National Sports Contest , SNH48 Second Golden Hit Award and so on. Recently, the Micro Whale also won the 2016-2020 Super League copyright and became the first Internet TV partner. These contents are all young people's dishes.
For its user base, micro-whales have the exclusive advantage of content, although the micro-whales may not be as good as their friends in the total, but for their user base, the breadth, depth and exclusivity of content coverage have their advantages - - Conversely, the platform for all types of users will naturally suffer from difficult problems. For example, LeTV will have more sports content and will be of no value to users who do not care about sports. In addition, the microwhales are also seeking for improvement in terms of regular content on the basis of exclusive content. Through cooperation with Tencent Video, Mango TV, and Chinese culture, the coverage of regular content is relatively high.
Obviously, the content is not as good as possible. The content can't be viewed in absolute terms. The length of playtime and the amount of content are not of much significance. The key is to see the level of content consumer demand satisfaction of its core user group—shrimp music and QQ music. The number is as much, but the majority of songs that Chinese users are accustomed to listening to are in QQ music, which is the same reason.
Smart TV has entered the era of cost-effective, but the cost of smart TV is not a hardware configuration, the key is to look at the "value" and "content", and the content is not as good as possible, mainly by the "core user group content consumption requirements to meet Degree to decide.
In addition, the micro whale "Assassin" under the premise of configuration to reach the mainstream level, more importantly, it also has a higher "face value", ultra-thin design, all-metal tough body, so as a smart TV "performance" performance Prominent, and its price is enough to be close to the people, not the best television for young people?