Smart projection and television, subversion or complementarity?

Two months ago, Little Whale officially launched its smart projection product "Microwhale Cube K1." At the press conference, CEO Li Huaiyu talked about "why do projection" and "one-second autofocus". Unlike most of the products in the market which emphasize the brightness and contrast, K1 plays a 40-120 inch giant screen visual experience, 4K video decoding, 1 second autofocus, and a series of labels based on the color of the wall.

As the new division established by the micro-whale, Micro-Whale Project aims to create a "third screen" for the family, and it has a great momentum with PCs and mobiles. At the same time, it also made it possible to form a closed loop of family entertainment scenes with micro-whale TV and micro-whale VR. The strategy of the micro-whale is refreshing and puzzling. The question of whether smart projection will grab TV users has also come one after another.

Smart projection and television, subversion or complementarity?

From an outsider's point of view, projections and TV's "entanglements" have been long-standing, and Zhang Guidong, vice president and product manager of micro-whale, believes: "The two are in fact complementary relationships." Indeed, from the perspective of cost and parameters, the two parties have achieved different results. From a technical perspective, small and medium-sized TVs or projections have advantages that the other party does not have; the single-projection industry chain is single, and the degree of openness to the market is not high, and it is still not optional at present. Equipment, on the contrary TV is more suitable for home use.

Relying on the micro-whale system, as one of the benefits of initial sales, the MicroWhale Project has built-in one-year membership services in advance. Because the early stage has already had enough paying member basis, the micro-whale projection will continue to improve the content quality and IP quantity in the next one to two years; on the other hand, it will gradually promote paid-view programs. At the same time, using the character models, family models, and habit groups formed by the original data of the microwhale, the user can quickly use the projection equipment after several times to correspond to the model, verify the portrait, and generate a new preference model twice to obtain more. Good personal experience.

According to the concept of Zhang Guidong, we must amplify the genes of micro-whale “technology + media” in addition to increasing research and development to make products that have technological breakthroughs. We must also help users integrate services and achieve personalization through the influence of themselves and their partners. . For example, split news and readjust the content, achieve efficient reading, or organize content thematic organizations in the background to promote users' in-depth thinking. He introduced: "Microwhale has a dedicated content operations team, the projection home page has editorial recommendations, other users watch the program, and the corresponding interest tags or automated recommendations."

Intelligent projection equipment is the integration of hardware, software, and content, plus the background of Chinese culture, Tencent, and Alibaba's shareholders. Obviously, the advantage or content of micro whale projection is most difficult to imitate. In the era of content being king, content-as-a-service, from the small amount of sample data that micro-whale projections have made in the market so far, the feedback received has also focused on content-rich and timely updates.

It takes two to three years for the projection industry to mature

Some people compared the first half of 2016 to the first half of the projection industry revolution. However, in fact, in 2015, domestic shipments of smart projection equipment were less than 1 million units. Compared with the shipments of 56 million TVs in the same period of television, the market is not counting Really mature. Yiyi also observed from some users of malls that many projection products still face high returns and high ratings.

"At present, the average probability of returning and replacing a smart projection device is higher than 10%. Most of the projection devices have falsified parameters and indicators have failed. There has been a network of Caton, and there is suspicion of false propaganda." Zhang Guidong pointed out chaos to Yiuou. The equipment parameters are true and false, and if it is not the relevant technicians entering the test, it is indeed difficult to identify the problem of projection.

The return rate is one of the reasons why projection equipment is in an embarrassing position, and the other point of concern is centered on the maturity of the industry.

Smart projection is active in the movie fancier group and has not yet penetrated into the general user community on a large scale. Zhang Guidong believes: "Only users who really understand the product will accept smart projection." In this process, three points need to be accomplished: first, reduce the cost of the supply chain to reduce the overall cost of the projection product; second, the projection device is an experiential product and needs to cooperate with the offline partners in different industries to make the experience and service better; It is with better publicity to educate the market.

However, the smart projection industry is far from reaching the Red Sea stage. Zhang Guidong feels that fully evolved to a mature stage requires the joint promotion of many players. "What we need to do is to expand the entire smart projection industry and broaden the scope of influence."

"There is pressure, but as long as the cost and resources are optimized, the efficiency can be improved. Content online and intelligent control can accelerate the reaching of non-core users in the past and shorten the way for users to obtain content, but this time will not be so fast. It will take two to three years, so we must be steady and well prepared."

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