Chairman and CEO of Extreme Rice Technology Zhong Bo
Extreme Rice Technology held a new product launch conference in Chengdu, launching two H2 and H2 Slim screenless TVs and LUN·LUNE laser TVs. Among them, H2 locates 1080p flagship screenless TV, and LUN·LUNE is a relatively inexpensive 10,000-level laser TV product.
Compared with the products before the meter, the H2 series or the new laser TV has been upgraded in terms of brightness, picture quality and sound quality. In the ultra-rice AI system cooperated with Baidu DuerOS, Miji added the functions of voiceprint recognition, voice interaction, and children's mode for the new product, and officially played the "Artificial Intelligence" card.
After the conference, Sina Digital interviewed the chairman and CEO of Extreme Technology, Zhong Bo, the co-founder of CMI and CMO Yang Rong, and the legendary product manager Tang Ji, who learned more about the non-screen TV from their story. Special TV products.
What kind of company is the rice?Extreme Rice Technology is not a millet ecological chain enterprise. Due to the growth of the Xiaomi ecological chain enterprise in recent years, coupled with the name of the company in the name of the company, many users mistakenly believe that the rice is the millet ecological chain enterprise. However, it is not.
In March of this year, the company invested more than 600 million yuan in financing, including Baidu, Jingwei China, Sichuan Wentou, Sailin Capital, Bojiang Capital, Yulin Capital, Luxin Venture Capital, and Ke Rui Capital. There is no Xiaomi company involved, so the two companies, Mimi and Xiaomi, only have a name of "mi", which doesn't really matter much.
Screenless TV, laser TV and internet TVOpen the official website of Extreme Rice Technology, you will find that this company is mainly based on intelligent micro-investment equipment. The H2 series of non-screen TVs and LUN·LUNE laser TVs released by this rice are typical representatives of such products. Three years ago, Zhong Bo, chairman and CEO of Extreme Rice Technology, once said that "the laser TV will subvert the traditional TV within five years." Today, Zhong Bo said with confidence that the meter laser TV will account for 10% to 20% of the market in the future.
In Zhong Bo's eyes, screenless TVs and traditional Internet TVs are not competitive, and such products will complement traditional TV. "It (no screen TV) is used as a second TV and a third TV, in the bedroom and study room," said Zhong Bo.
"Laser TV is the real alternative to traditional TV - the big TV in the living room." In fact, laser TV can be regarded as a projection device with laser as the light source, built-in smart TV hardware and system to realize the function of TV. The positioning of the pole meter is very clear, that is, fancy the part of the family projection market, adding the algorithm and content platform of the Internet TV in the laser TV.
According to Zhong Bo, the "battle" of subverting traditional TV has already begun, and now it is only slowly strengthening.
Hardware is only part of the income of the meterIn fact, laser TV has a prototype in 2003, but it is restricted by factors such as clarity and ease of use. Laser TV began to form scale in 2015 and gradually appeared in front of users. Extreme rice is one of the first companies to enter this field. However, due to the high price, most users have no experience with laser TV. Therefore, it is impossible to talk about the replacement of traditional TV with laser TV.
What the meter is doing now is to lower the price of laser TV, thus accelerating the popularization of laser TV. To this end, they put forward the concept of “price ratioâ€. In their words, they are “the best quality at the same price and the lowest price at the same priceâ€. Aside from the slogan of "price ratio", the pole meter is indeed moving in the direction of "low-cost laser TV", trying to popularize such products to more users.
Zhong Bo said that it is very rare to pull the living room-level laser TV to the level of 10,000 yuan. So how does the meter reduce the price of laser TV?
According to Zhong Bo, this year, Mimi created a lot of membership revenue for iQiyi, and the advertising part with higher income has not been added in large quantities. In the future, these will become the counter-feeding hardware. On the other hand, the company is also increasing its investment in supply chain and R&D, and reducing costs through localization of intermediate components.
Zhong Bo concluded that these three parts are complementary, and the scale brings operational value, which enables enterprises to invest in R&D. In turn, operational value and R&D will feed back hardware and make hardware scale. During the interview, Zhong Bo also mentioned that the ecology needs good products to support, and good products need to start from the needs of consumers.
The artificial intelligence enters the ecology of the rice screenless TVBaidu is one of the investment companies of the company. The AI ​​system is based on Baidu's DuerOS. To this end, Mimi and Baidu jointly established the AI ​​no-screen laboratory. The new products introduced by this meter have also adopted artificial intelligence systems. At this point, the ultra-meter TV has begun to have the same attributes as smart speakers. In addition to voice interaction, it also includes the function of controlling smart home and voiceprint recognition.
Zhong Bo believes that the addition of artificial intelligence is to enhance the product experience and make the product more refined. When it comes to voiceprint recognition, Tang Mi, the product manager of Extreme Rice Technology, said that the technique of voiceprint recognition is not accurate enough as a password, but it is enough to distinguish the user's voice, so the meter uses this technology for each. Family members offer personalized content.
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