During the period of the epidemic, smart TVs daily life and boot time increased significantly, and Ott manufacturers handed in a good report card.
In terms of quasi Unicorn Thunderbird technology, as mentioned above, the average daily viewing time of domestic smart TV during the Spring Festival is as long as 6.33 hours, which is 21.7% higher than that before the festival. This is already an extremely bright report card of housing economy. The average daily startup time of TCL TV operated by Thunderbird technology during the Spring Festival is as high as 7.9 hours, far exceeding the industry average level.
Even after the Spring Festival, as of June, the average boot time of TCL TV users remained at a high level of 6.14 hours, up 16.8% year-on-year.
In terms of revenue and profit, although it has already entered the 100 million level revenue club, Thunderbird technology has continued to maintain an amazing growth rate superior to the industry.
In 2019, the annual revenue of Thunderbird technology was HK $550 million, up 50.7% year-on-year; the net profit reached HK $170 million, with a year-on-year increase of 137.8%, and the net profit margin was 32.0%.
In the first half of 2020, even under the impact of the epidemic, quasi Unicorn Thunderbird technology maintained a high revenue of HK $400 million, up 60.0% year-on-year; its net profit reached HK $150 million, up 88% year-on-year, and its net profit margin further increased to 36.7%.
2u3001 Beyond long video, scene Internet rises
In addition to revenue, profit both high, Thunderbird technologys financial report data has a particularly bright performance - value-added business.
In the past two years, the value-added services of children, education, games, Thunderbird alliance and other content-added services of Thunderbird technology have been growing rapidly at a rate of more than 100%, with a growth rate of 136.5% in the first half of 2020.
In the first half of this year, the value-added business revenue of Thunderbird technology has reached HK $130 million, up 136.5% year-on-year, accounting for 32.5% of the total revenue of Thunderbird technology in the first half of this year.
Under the stimulation of the epidemic, online education, AI fitness, cloud games, big health, local services and other emerging application scenarios began to rise, and the main application scenarios of smart TV began to gradually extend from long video to Scene Internet.
Different from the Internet and mobile Internet, the scene Internet proposed by Thunderbird technology refers to the Internet Ecology under the scene devices such as smart TV, smart speaker and smart watch. They generally serve some specific scenes, such as smart watches, which mainly focus on sports health.
With the advent of the era of Internet of things, home IOT scenarios have gradually risen, bearing more and more rich user needs, and among them, the smart screen is the first to make a force.
In the first half of the year, Thunderbird technology introduced short videos, cloud games, AI fitness and other vertical entertainment content in addition to the traditional long video; meanwhile, it explored local life services and big health services in the family scene.
Take Kwai Kwai Kwai technology and fast hand joint as an example. In June 24th this year, the TCL TV starter TV Version (cloud audio-visual fast TV) was announced. This is the first time that the short hand video has landed on the big screen. Users can watch short videos, anime, delicacy, games and other short videos on Thunderbird platform.
3u3001 New industry, new mode
For a long time, Chinas black power industry has been highly competitive, and the profitability of hardware continues to decline. Since LETV broke down the TV price system with Internet price, the core business model of TV enterprises has gradually become hardware win customers, content profit, etc. Thunderbird technology and Kukai have also become dark horse players.
Compared with traditional TV, Ott no longer relies on the cash for money business model. Instead, it needs to continue to provide users with new products, services and content, like the new generation of Internet platforms, such as byte skipping and pinduoduo, using the cutting-edge technologies such as big data and AI.
The traditional extensive user research such as focus group and questionnaire survey has been unable to meet the growing needs of users and the accelerating development speed of the platform. Taking byte skipping and pinduoduo as examples, the most significant characteristics of the new generation Internet platform are data-driven and algorithm driven. They have been growing on the land of data from the day they were born.
Similarly, Thunderbird technology improves the conversion rate and operational efficiency of each business through the continuous data-driven growth strategy.
Taking the member business, the main business of Thunderbird technology, as an example, aiming at this business which has developed relatively mature in Ott industry and faces a wide range of people, Thunderbird technology mainly adopts the method of data driven growth. Thunderbird technology promotes the increase of member size and member penetration rate through the online member automatic renewal function, increasing the membership entrance, launching personalized activity programs for different users, and improving the conversion rate of users in each link of becoming a member, and finally enables the scale growth of member business income.
From the financial report data, in the first half of 2020, the number of existing members of Thunderbird technology increased by 63.1% year-on-year, the penetration rate of members increased significantly, and the business income of members increased by 76.6% year-on-year.
2. User insight - understand users better than users
If both data-driven and lean innovation make Thunderbird run faster on the existing track, then the innovation of user demand research and user scenario is equivalent to opening up a new track and a new battlefield.
At present, Ott industry has crossed the gap of early users. According to Ovi entertainment data, in 2019, the penetration rate of smart TV has reached 59%, which can cover more than 200 million households and more than 600 million users. Users demand for smart TV is constantly enriching and evolving. It is worth noting that under the stimulation of the epidemic situation, education, games, music and other emerging scenes are rising, and smart TV has moved from long video to scene Internet.
In view of the relatively innovative businesses in the industry that are oriented to specific groups of people, such as online education, family fitness and other business demands that surged during the epidemic period, Thunderbird technologys playing method starts from user insight. First, it forms a basic understanding of various users product acceptance, product use methods, and willingness to pay, and then finds a clear business party To. During the epidemic period, in the face of new user needs and new opportunities for family scene exploration, Thunderbird Technology launched various value-added services on its TCL TV for the first time, including online education, short video, cloud games, AI fitness, etc., to meet the changing needs of users in a timely manner, and bring more rich family scene experience to users.
From the actual effect, the revenue of value-added business of Thunderbird technology increased by 136.5% year-on-year in the first half of this year, which is a strong proof of the effectiveness of the methodology of Thunderbird technology user insight.
3. Lean entrepreneurship -- intensive cultivation
After the completion of user insight, Thunderbirds next step is to design products, and then complete the cycle verification of lean entrepreneurship in a small scope, and find a correct direction verified by practice. In this direction, we should use the method of data-driven growth to promote business optimization and efficiency improvement.
The concept of lean entrepreneurship was first proposed by Eric ries, a Silicon Valley entrepreneur, in his book lean entrepreneurship. Its rapid response, low cost and high success rate make it the only magic weapon for the rapid development of the Internet industry.
The three main tools of lean entrepreneurship are: minimum supplies, customer feedback and rapid iteration. Through rapid innovation, continuous collection of user feedback, and small steps and fast running mode, we can provide better user experience.
Since 2019, Thunderbird technology has introduced a set of lean operation process based on data-driven to achieve rapid growth through a / B test, index setting, detection conversion rate and other means.
Through the decomposition, combination and comprehensive utilization of these three methods, Thunderbird technology has delivered an excellent report card of soaring revenue and doubling profits in the past few years.
Next, Thunderbirds goal will not only focus on the large screen, but also expand the user application scenarios through product innovation, and expand non TCL brand hardware terminals such as TV, Ott box and intelligent projector through Thunderbird alliance, so as to provide overall solutions for global smart families.
Conclusion: TV industry enters the third growth curve
With the gradual control of the domestic epidemic situation, the benefits brought by the housing economy have gradually returned to calm. However, the development of the scene Internet industry promoted by this round of epidemic is just beginning.
At present, we have entered the third growth curve of the TV industry. The application scenarios of smart TV break through the limitation of long video, and begin to extend to vertical scenes such as short video, fitness, games, medical treatment, etc., and become the real home entertainment terminal.
According to the forecast of Ovi entertainment data, the compound annual growth rate of Chinas Ott market will reach 43% from 2019 to 2023, and the future growth space is huge, and it will become the next 100 billion market. As a new generation of Internet players, Thunderbird technology, relying on lean entrepreneurship, data-driven growth, user insight and other methodologies, has achieved rapid growth in the leading industry and become one of the quasi Unicorn players. Relying on TCL, the worlds second-largest TV giant, Thunderbird technology holds the scale advantage and channel advantage that other players cant match In addition, the company will continue to promote the innovation and development of the industry. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
According to the forecast of Ovi entertainment data, the compound annual growth rate of Chinas Ott market will reach 43% from 2019 to 2023, and the future growth space is huge, and it will become the next 100 billion market.
As a new generation of Internet players, Thunderbird technology, relying on lean entrepreneurship, data-driven growth, user insight and other methodologies, has achieved rapid growth in the leading industry and become one of the quasi Unicorn players. Relying on TCL, the worlds second-largest TV giant, Thunderbird technology holds the scale advantage and channel advantage that other players cant match In addition, the company will continue to promote the innovation and development of the industry.