Since the second half of 2014, several rounds of rectification policies have stunned the savage growing TV box market. The curse of television boxes has returned. "China Business" reporter recently learned from the Ministry of Industry and Information Technology that the compulsory development of Internet TV receiving equipment for national standards was officially launched on April 14.
What happened to the set-top box market that suffered from repeated crackdowns? The reporter’s multi-faceted survey found that although the phenomenon of piracy has greatly reduced, the policy under high pressure has achieved various breakthroughs in software applications and video content “pure purification†certification. Violations are still widespread; at the same time, under the high pressure of continuous policies, manufacturers and agents who cannot see the future in the TV box market are quietly seeking transformation.
The cottage box was "strike hard"
After the internet video industry met with the rectification of SARFT, the knockoff box, which once accounted for about 70% of the total OTT market, was hit by huge shocks, and various unrest filled the set-top box market.
A reporter from China Business Daily recently visited the Golden Five Star Wholesale Market near Beijing’s Dazhong Temple, one of Beijing’s largest integrated wholesale markets. At present, once in this wholesale market, the once prosperous cottage box has been hard to find, and many former box-warehouse wholesalers have transformed their sales of sockets, routers and other products; only some of the remaining joint ventures are struggling to support. "Sales are obviously not as good as before. Nowadays, many regular TV boxes sell online at 100 yuan (the copycat box) has no price advantage." A wholesaler told reporters that especially after the severe crackdown last month, no one sold any more. .
In March of the past, SARFT joined forces with 12 departments including public security, internet, industry, industry and commerce, and quality inspection to distribute illegal television network receiving equipment for obscene pornographic and infringing pirated programs on the market from production and sales. Software downloads, platform settings and other aspects were fully cleared; all departments dispatched a total of 130,000 people, investigated and handled 750 cases of various types, arrested 422 criminal suspects, seized and seized 830,000 illegal equipment and software, involving the amount of It reached 320 million yuan, and investigated and dealt with a large number of illegal television network receiving devices and a batch of illegal Internet TV client software.
In the past few years, the television box market has seen explosive growth due to the ease with which ordinary TV users can watch massive amounts of video and live TV content over Wi-Fi. However, in the process, various network set-top box manufacturers flocked to the market, which also caused a niche market. A previous survey by Tencent Technology showed that since 2013, China's network set-top box market can reach 1 million units per month, of which shipments of copycat boxes are around 800,000 units, accounting for as much as 80%.
In terms of material procurement, processing costs, after-sales service, technical investment, quality control, OTT licenses and other aspects to save costs, at the same time, can be arbitrary installation of third-party applications, which makes the cottage box in the Chinese TV box market popular. "Pseudo-concept, pseudo-services, and pseudo-products" show the embarrassing situation of the TV box market in the past.
"Jailbreak version" still ramps up the market
The prevalence of Shanzhai Boxes has caused relevant authorities to tighten the “fences†of supervision. “In view of the extremely chaotic industry, from the second half of 2014, the government focused on rectifying the television box market.†Wu Chunyong, radio and television expert and editor-in-chief of the website, told reporters.
The monitoring data provided by Ovid Cloud Network to reporters also showed that between 2014 and 2015, due to continuous document rectification by related departments, the network set-top box basically approached the content licensee and completed the “pure purification†certification; the result of the rectification was: Although the number of brand names sold in China reached 191 during the year, the sales volume of the top five brands accounted for more than 70%, and the brand concentration was greatly increased.
The so-called "purified" certification refers to the relevant departments, television boxes "brand and third-party applications are required to cooperate with the SARFT to do pure certification." Since November last year, the introduction of "pure purification" certification regulations has caused the entire TV box market to "open up the pot" - because of this requirement, many platforms have to force inspections and shield users from violations of third-party applications on the local machine. And content, and the TV box market can start the market within a short time. Massive applications and content are the key. Now that these applications and content are blocked, most of the TV boxes in the market will become useless." Moving bricks".
Gomer, head of the marketing department of Alibaba's Home Internet Division, said that the set-top boxes that have been upgraded in accordance with the regulations since last year are divided into two major systems: one is the Tmall box, and the other is the use of YunOS systems such as Infinik and Kopen. Cloud Box Alliance; both add up to 70% of market share.
Grummer also told reporters that TV boxes using the Android system have not yet issued upgrade notifications. The Android system that did not release upgrade notifications opened the door to the jailbreak version of the TV box.
Jingdong Mall inside the price of 139 yuan a number of Di Mei Youte, Infineon and other brands TV boxes sold well. The store told the reporter that these are Android TV boxes specially provided by Jingdong, which can easily install various third-party applications such as TV cats and watch various resources.
According to the reporter's understanding, in order to cope with supervision, and at the same time not to allow products to become "empty boxes," many manufacturers are trying to avoid supervision, including brushing unofficial ROMs, installing applications using USB interfaces, watching videos in embedded browsers, and pushing. Aggregate applications etc.
In addition, there are also many online flashback jailbreaks that target the upgrade of Alibaba Cloud's third-party applications. The reporter opened Tmall on an "Infinity I7 quad-core network set-top box 4K HD box", its promotional price of 96 yuan, monthly sales of up to 42501, product description shows that the product meets the national CCC certification standards.
A consumer child soldier (a pseudonym) who purchased this product told reporters that the third-party application was automatically deleted after the system upgrade. The box itself has few free resources, and most of them still charge members, so that the "box" The function is greatly reduced, but after using the Android development board, the “box†can be installed with various third-party applications as before.
Tmall sellers also told reporters that the first photographed the product, after which it will be online to tell the "brush machine" detailed operating procedures.
Agency transformation busy
Although many departments such as SARFT have continuously tightened their supervision policies, according to Zheng Haiyan, an analyst at AOL Cloud Network, the sales of TV boxes in general have a significant impact on policies just after the policy has been issued and strictly enforced, and after two or three months Towards stability. "This is directly related to whether the phased strike policy and supervision are carefully and continuously in place," said Zheng Haiyan.
However, this reporter learned from the SARFT that the national standards that are being worked out will, on the one hand, incorporate mandatory standards, and jointly issue industrial and quality inspections and other standardized regulatory documents to implement standardized management for the production of products; on the other hand, it will be established. The Internet TV reception equipment enterprise and product information management service platform realize the management services of enterprise and product information through technical means.
Under the policy of high pressure, the days of selling the knock-out boxes are particularly sad. A set-top box channel agent Li Wei (a pseudonym) told reporters that, under the channel, his monthly shipments of his products dropped to less than 1,000 units; before the reorganization, monthly shipments were once as high as 20,000. Taiwan around.
Chen Zhijun, the head of Juncheng Digital, is the agent of Haimeidi and Skyworth Box in Henan Province. He told reporters that although he is a regular brand agent, sales have also declined recently, and he is also worried that the policy is gradually closing. Close will further compress the living space of the TV box. Today, Chen Zhijun's Juncheng Digital has already had the second most important identity - the distributor of the Jiedu traffic recorder.
Our reporter discovered during the investigation that not only channel agents have sought to transform themselves, but many regular box manufacturers are also making preparations.
Zhuhai Meike Electronics has an annual production capacity of 6 million digital television devices and related products, and it belongs to the middle and upper reaches of the domestic TV box industry. Zhang Yenan, manager of its Northeast Region, told reporters that 70% to 80% of the company’s products are currently exported. “China Telecom operators and cable TV network operators are compressing the TV box market space, and now Maike also began to do OEM for those former “competitors.†Zhang Yenan said.
Chang Yachun, an intellectual property lawyer of Beijing Kangda Law Firm, stated: “TV box manufacturers are basically responsible for the production of hardware, but most software and video applications installed on hardware are not authorized. With the strengthening of intellectual property protection, regardless of users Willing to accept, software and video payment will become a trend, and the living space of TV boxes will also become smaller."
Ove Cloud Network monitoring data shows that in the first half of 2015, the cumulative number of smart TVs reached 86.8 million units, and the activation amount was as high as 82%; in contrast, the number of OTT TV boxes was 52.1 million units.
According to the latest data provided by Ove Cloud Network, on April 4~10, 2016, the sales volume of OTT Box Online was 105,000 units, a decrease of 24.5% from the previous period; sales volume was RMB 25 million, a decrease of 27.1% from the previous quarter.
In an interview with reporters, people in the industry also pointed out that the appearance of television boxes has played a role in connecting traditional TVs and smart TV mediations. But in the final analysis, TV boxes are more like a transitional program, when the big screen of the smart TV era began to open. At the time, the TV box had to face the question of whether the existence is reasonable or not.
During the "Double 11" period in 2015, the retail price of 50-inch smart TVs has already fallen below 2,500 yuan, while that of 40-inch smart TVs has fallen below 2,000 yuan; in 2016, the market has even appeared "hardware free" arguments and commercial practices. The industry has also seen the sound of the television box being overwhelmed by the "price war" of smart TVs in the next wave of color television exchanges.
What happened to the set-top box market that suffered from repeated crackdowns? The reporter’s multi-faceted survey found that although the phenomenon of piracy has greatly reduced, the policy under high pressure has achieved various breakthroughs in software applications and video content “pure purification†certification. Violations are still widespread; at the same time, under the high pressure of continuous policies, manufacturers and agents who cannot see the future in the TV box market are quietly seeking transformation.
The cottage box was "strike hard"
After the internet video industry met with the rectification of SARFT, the knockoff box, which once accounted for about 70% of the total OTT market, was hit by huge shocks, and various unrest filled the set-top box market.
A reporter from China Business Daily recently visited the Golden Five Star Wholesale Market near Beijing’s Dazhong Temple, one of Beijing’s largest integrated wholesale markets. At present, once in this wholesale market, the once prosperous cottage box has been hard to find, and many former box-warehouse wholesalers have transformed their sales of sockets, routers and other products; only some of the remaining joint ventures are struggling to support. "Sales are obviously not as good as before. Nowadays, many regular TV boxes sell online at 100 yuan (the copycat box) has no price advantage." A wholesaler told reporters that especially after the severe crackdown last month, no one sold any more. .
In March of the past, SARFT joined forces with 12 departments including public security, internet, industry, industry and commerce, and quality inspection to distribute illegal television network receiving equipment for obscene pornographic and infringing pirated programs on the market from production and sales. Software downloads, platform settings and other aspects were fully cleared; all departments dispatched a total of 130,000 people, investigated and handled 750 cases of various types, arrested 422 criminal suspects, seized and seized 830,000 illegal equipment and software, involving the amount of It reached 320 million yuan, and investigated and dealt with a large number of illegal television network receiving devices and a batch of illegal Internet TV client software.
In the past few years, the television box market has seen explosive growth due to the ease with which ordinary TV users can watch massive amounts of video and live TV content over Wi-Fi. However, in the process, various network set-top box manufacturers flocked to the market, which also caused a niche market. A previous survey by Tencent Technology showed that since 2013, China's network set-top box market can reach 1 million units per month, of which shipments of copycat boxes are around 800,000 units, accounting for as much as 80%.
In terms of material procurement, processing costs, after-sales service, technical investment, quality control, OTT licenses and other aspects to save costs, at the same time, can be arbitrary installation of third-party applications, which makes the cottage box in the Chinese TV box market popular. "Pseudo-concept, pseudo-services, and pseudo-products" show the embarrassing situation of the TV box market in the past.
"Jailbreak version" still ramps up the market
The prevalence of Shanzhai Boxes has caused relevant authorities to tighten the “fences†of supervision. “In view of the extremely chaotic industry, from the second half of 2014, the government focused on rectifying the television box market.†Wu Chunyong, radio and television expert and editor-in-chief of the website, told reporters.
The monitoring data provided by Ovid Cloud Network to reporters also showed that between 2014 and 2015, due to continuous document rectification by related departments, the network set-top box basically approached the content licensee and completed the “pure purification†certification; the result of the rectification was: Although the number of brand names sold in China reached 191 during the year, the sales volume of the top five brands accounted for more than 70%, and the brand concentration was greatly increased.
The so-called "purified" certification refers to the relevant departments, television boxes "brand and third-party applications are required to cooperate with the SARFT to do pure certification." Since November last year, the introduction of "pure purification" certification regulations has caused the entire TV box market to "open up the pot" - because of this requirement, many platforms have to force inspections and shield users from violations of third-party applications on the local machine. And content, and the TV box market can start the market within a short time. Massive applications and content are the key. Now that these applications and content are blocked, most of the TV boxes in the market will become useless." Moving bricks".
Gomer, head of the marketing department of Alibaba's Home Internet Division, said that the set-top boxes that have been upgraded in accordance with the regulations since last year are divided into two major systems: one is the Tmall box, and the other is the use of YunOS systems such as Infinik and Kopen. Cloud Box Alliance; both add up to 70% of market share.
Grummer also told reporters that TV boxes using the Android system have not yet issued upgrade notifications. The Android system that did not release upgrade notifications opened the door to the jailbreak version of the TV box.
Jingdong Mall inside the price of 139 yuan a number of Di Mei Youte, Infineon and other brands TV boxes sold well. The store told the reporter that these are Android TV boxes specially provided by Jingdong, which can easily install various third-party applications such as TV cats and watch various resources.
According to the reporter's understanding, in order to cope with supervision, and at the same time not to allow products to become "empty boxes," many manufacturers are trying to avoid supervision, including brushing unofficial ROMs, installing applications using USB interfaces, watching videos in embedded browsers, and pushing. Aggregate applications etc.
In addition, there are also many online flashback jailbreaks that target the upgrade of Alibaba Cloud's third-party applications. The reporter opened Tmall on an "Infinity I7 quad-core network set-top box 4K HD box", its promotional price of 96 yuan, monthly sales of up to 42501, product description shows that the product meets the national CCC certification standards.
A consumer child soldier (a pseudonym) who purchased this product told reporters that the third-party application was automatically deleted after the system upgrade. The box itself has few free resources, and most of them still charge members, so that the "box" The function is greatly reduced, but after using the Android development board, the “box†can be installed with various third-party applications as before.
Tmall sellers also told reporters that the first photographed the product, after which it will be online to tell the "brush machine" detailed operating procedures.
Agency transformation busy
Although many departments such as SARFT have continuously tightened their supervision policies, according to Zheng Haiyan, an analyst at AOL Cloud Network, the sales of TV boxes in general have a significant impact on policies just after the policy has been issued and strictly enforced, and after two or three months Towards stability. "This is directly related to whether the phased strike policy and supervision are carefully and continuously in place," said Zheng Haiyan.
However, this reporter learned from the SARFT that the national standards that are being worked out will, on the one hand, incorporate mandatory standards, and jointly issue industrial and quality inspections and other standardized regulatory documents to implement standardized management for the production of products; on the other hand, it will be established. The Internet TV reception equipment enterprise and product information management service platform realize the management services of enterprise and product information through technical means.
Under the policy of high pressure, the days of selling the knock-out boxes are particularly sad. A set-top box channel agent Li Wei (a pseudonym) told reporters that, under the channel, his monthly shipments of his products dropped to less than 1,000 units; before the reorganization, monthly shipments were once as high as 20,000. Taiwan around.
Chen Zhijun, the head of Juncheng Digital, is the agent of Haimeidi and Skyworth Box in Henan Province. He told reporters that although he is a regular brand agent, sales have also declined recently, and he is also worried that the policy is gradually closing. Close will further compress the living space of the TV box. Today, Chen Zhijun's Juncheng Digital has already had the second most important identity - the distributor of the Jiedu traffic recorder.
Our reporter discovered during the investigation that not only channel agents have sought to transform themselves, but many regular box manufacturers are also making preparations.
Zhuhai Meike Electronics has an annual production capacity of 6 million digital television devices and related products, and it belongs to the middle and upper reaches of the domestic TV box industry. Zhang Yenan, manager of its Northeast Region, told reporters that 70% to 80% of the company’s products are currently exported. “China Telecom operators and cable TV network operators are compressing the TV box market space, and now Maike also began to do OEM for those former “competitors.†Zhang Yenan said.
Chang Yachun, an intellectual property lawyer of Beijing Kangda Law Firm, stated: “TV box manufacturers are basically responsible for the production of hardware, but most software and video applications installed on hardware are not authorized. With the strengthening of intellectual property protection, regardless of users Willing to accept, software and video payment will become a trend, and the living space of TV boxes will also become smaller."
Ove Cloud Network monitoring data shows that in the first half of 2015, the cumulative number of smart TVs reached 86.8 million units, and the activation amount was as high as 82%; in contrast, the number of OTT TV boxes was 52.1 million units.
According to the latest data provided by Ove Cloud Network, on April 4~10, 2016, the sales volume of OTT Box Online was 105,000 units, a decrease of 24.5% from the previous period; sales volume was RMB 25 million, a decrease of 27.1% from the previous quarter.
In an interview with reporters, people in the industry also pointed out that the appearance of television boxes has played a role in connecting traditional TVs and smart TV mediations. But in the final analysis, TV boxes are more like a transitional program, when the big screen of the smart TV era began to open. At the time, the TV box had to face the question of whether the existence is reasonable or not.
During the "Double 11" period in 2015, the retail price of 50-inch smart TVs has already fallen below 2,500 yuan, while that of 40-inch smart TVs has fallen below 2,000 yuan; in 2016, the market has even appeared "hardware free" arguments and commercial practices. The industry has also seen the sound of the television box being overwhelmed by the "price war" of smart TVs in the next wave of color television exchanges.
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