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In the Internet TV industry, the dispute between Xiaomi and LeTV has long been known to the industry. In recent days, Cool Open announced formal independence and will simplify its financial and inventory settlement. It is the evolution of the dispute between Xiaomi and LeTV into a three-way situation. And the three who can laugh and finally become the future of Internet TV has become a topic of great concern in the industry.
Xiaomi launched the 40-inch and 55-inch versions of the Millet TV 2 on March 24 and March 31 in low-profile prices of RMB 1999 and RMB 4,999 respectively. The reason why it is low-key is because the 40-inch version of Xiaomi TV 2 is only released online and the 55-inch version is launched at the conference held at the rice flour festival, but it is different from other high-profile announcements held by other millet products. Millet Note Goddess version, millet terminal board and a large number of products released, it does not pay attention.
On the second day of the launch of the 55-inch version of the millet TV 2, Skyworth’s Internet brand Cooca launched a strong new A43, with a 43-inch, 1920×1080 pixel resolution configuration priced at $1999, and a 4K screen was introduced. 55-inch version - cool open A55 smart TV flagship version, priced at 4,999 yuan, the challenge of millet TV 2 is very strong. LeTV, another heavyweight enterprise in Internet TV, said that it will launch new products for LeTV and Super TV.
In the field of Internet TV, the dispute between Xiaomi and LeTV is already well-known in the industry. Kukai is the brand of Internet TV launched by Skyworth. Recently, the message of Kuowei’s formal independence came out, and its finance and inventory will be settled independently. As a result, Xiaomi, Leshi, and Kukai are forming the “Three Kingdoms†of Internet TV. Interestingly, the three companies have different development routes. Who can best represent the future?
Xiaomi continued the development of its mobile phone in Internet TV: low prices, hoping to replicate the glory of Xiaomi's mobile phone. However, Xiaomi TV did not get its wish. According to data from CITIC Securities and China Yikang, Xiaomi TV only sold 300,000 units in 2014. In contrast, LeTV sold 1.5 million units. The online sales target is also 1.5 million units. Millet TV sales are sluggish, failing to achieve high cost performance is an important reason, 55-inch millet TV 2 is priced at 4,999 yuan, while other mainstream domestic TV models are only more than 3,000 yuan, 40-inch millet TV 2 priced at 1999 yuan , And cool open A43 in the case of a larger screen size is the same price of 1999 yuan, which makes the millet TV 2 can not achieve the strongest price/performance ratio. 
If Xiaomi’s mobile phone has experienced the process of getting hot and making up classes first, Xiaomi TV is even more so. Although it launched its products in 2013, it has been working hard in terms of quality management and supply chain control, especially in terms of content. After a twisty road, Xiaomi's box was rectified by the SARFT. After Chen Xiao joined Xiaomi, he began to build a content system by investing in video-sharing websites. However, it still needs a long way to go to achieve a complete layout of the content.
LeTV’s route can be attributed to “Super TVâ€, which is “Lesson + Content + Terminal + Applicationâ€. The core content of its publicity is: LeTV is not just a television, but a complete large-screen Internet ecosystem. It can be said that LeTV’s “Super TV†is an important step in the development of Internet TV, allowing TV to evolve from one hardware to an ecosystem including content and applications.
The route of Kukai is not the same as Xiaomi and LeTV. Its position is "personalized TV." Interestingly, the theme of the Cool Opening A43 conference is "Not just a TV." It seems similar to the LeTV slogan, but in fact there is a big difference. Cool open "not just a TV" means that the A43 supports three modes of youth, parents and children at the same time. This is equivalent to a TV that satisfies the individual needs of three groups of users, thus achieving a TV equal to three. The purpose of the television. Take the children's TV as an example. When parents are not around their children, they can remotely recommend programs, pictures and videos to their children through WeChat. When the children watch TV, parents can receive the WeChat message in time, real-time understanding of the viewing content and controlling the viewing time. Children's education experts will also make in-depth interpretations of content to help parents easily communicate with their children. Television can not only bring children entertainment and educational programs, but also can closely communicate with parents and children.
Comparing LeTV and CoolTV, LeTV’s “Super TV†is an important step, which means that TV is moving from hardware to ecosystem. The Cool TV "Personalized TV" is a step forward, starting from the needs of different groups of people, through the hardware, software and content to carry out a full range of customization to meet the individual needs of different groups of people. For example, Kukai A43 launches special remote controllers for children and the elderly. The children's version of the Little Magician remote controller is safe, healthy, durable, and resistant to drop. The appearance is cute and easy to control. The older version of the remote control fonts and buttons are larger and easier to find remote control options.
Both Xiaomi's "low-cost" route, LeTV's "Super TV", or CoolTV's "personalized TV" reflect the future trend of Internet TV. First of all, the competition around cost performance will be more intense. In this regard, Xiaomi and LeSep have to accumulate in professional R&D, production, etc. due to the short duration of immersion in the home appliance industry. The home appliance industry has frequently experienced price wars as early as in the last century. In this regard, home appliance manufacturers have more experience.
Secondly, television manufacturers will pay more attention to the construction of content. At the opening of the A43 press conference, Galaxy Internet TV representatives also attended the game. Kukai A43 accesses the central Galaxy Internet TV integrated broadcast control platform, with the Central TV, Jiangsu Internet TV, etc. The content resources gathered by many content service platforms have different programs for the elderly, children, and young people. For example, the children's edition incorporates 40,000+ sets of the latest animations, variety shows, children's songs, etc. The parent's edition incorporates more than 680,000 nostalgic classic movies. , square dance teaching, comic dialogue and health programs, young users highlight the diversity of film and television content. It can be said that "personalized TV" must have both personalized customization of hardware and personalized customization of content. Without mass content, it cannot be truly personalized. After the release of Xiaomi TV 2, when Chen Jie received an interview with the media, he also disclosed that the products will be gradually unified in content within the next two months, and will implement cooperation with Mango TV next month to launch a large number of exclusive variety shows. These all explain the importance of content for Internet TV.
Third, "personalized TV" launched according to the needs of different groups of people will become more and more popular. TV has a big difference from mobile phones, because the traditional TV crowd is more of middle-aged and old users. In addition to attracting young users, Internet TV manufacturers must also maintain the needs of the middle-aged and elderly people in order to truly achieve universal and mobile phones. There is a fight for users. The reason why Xiaomi has made slow progress on television is because the fan economic and social media marketing it uses is more suitable for young people than middle-aged and old users. In contrast, Coolcom is more comprehensive, not only taking care of the young people of Internet TV, but also customizing middle-aged and old users and children to meet their needs, and achieving wide coverage of the crowd from the perspective of differentiated user experience.
Xiaomi, LeTV, and the “Three Kingdoms Kill†that are being opened on Internet TV are also the PKs of “Low Price,†“Super TV,†and “Individual TV.†The outcome will soon be known. 
Who will become the final winner in the clear picture of the "Three Kingdoms" Internet TV?
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