Xiaomi Zhengzi Tuo: Xiaomi OTT, Real Internet Smart TV

On November 14-15, the 2017 Global Home Internet Conference (GFIC) was held in Shanghai. The conference attracted 500+ companies and 3000+ professional audiences. At the GFIC 2017 Global Home Internet Conference on the morning of the 15th, Mr. Zheng Zituo, the general manager of Xiaomi's MIUI Advertising Sales Center, shared the business development and thinking model of Xiaomi TV with the title of “Small Millet OTT Big Screen Wisdom”.

At the meeting, Zheng first introduced Xiaomi’s new product, Mijia Laser Projection TV. He said that, formally, a user had previously seen a 70-inch TV on a Weibo and was hoisted at home with a crane. This means that in the future you want to have a greater visual experience. No screen will be the best choice for many consumers. From the perspective of price, the price of more than 10,000, the price of the target of 3,4 million, to achieve a high cost performance; then from the perspective of product coverage, millet has now covered the OTT box, TV, laser projection TV and other brands, which for access to Users are also a strategy because different users, when they come into contact with any new product, are always willing to accept it, and some people are unwilling to accept it.

From July this year, Xiaomi TV box sales reached the number one Internet brand, Xiaomi TV box sales are expected to be very good in the future. Now Xiaomi's OTT activation rate is 85%, which is much higher than the industry's 55%. Many customers may pick up their set-top boxes when they go to shopping malls. The user knows that they are buying a TV instead of an Internet TV. Using the function of the Internet, it is determined whether or not Internet advertising can be used for Internet functions. Xiaomi's data is much higher than that of the industry.

Zheng Zheng said that Xiaomi OTT is really doing Internet TV, that is, it belongs to Internet TV in its own category, and doing this TV is done using the thinking of the Internet.

Millet OTT Internet thinking is mainly reflected in:

First, use the Internet's thinking as hardware to create high-quality hardware. How to make a good product, get a good user instantly, the first product should be good enough, so that there is traffic, then to the hardware, the product is done well enough, a large number of users will choose to buy, the price drop is low enough, the customer chooses our products.

Second, use Internet thinking to make content. How to insist on a video integration platform? In terms of content selection, users do not have the brand awareness. If they want to look at a variety show, they will directly find a platform for this variety. Therefore, for users, the best platform is to cover the content the user wants. Xiaomi is also now Collaborate with more mainstream content service providers.

Third, use the Internet's thinking to make voice interactions. What kind of thinking mode users want to experience, and TV as an assistant, can speak with it. Xiaomi's artificial intelligence voice system makes the TV really obedient.

In addition to thinking, Xiaomi has many other points, including cumulative activations of more than 16.5 million. Xiaomi TV's average number of viewers per household is 2.6.

Millet Marketing Ideas: Make Marketing a Service

In addition to its own development and improvement, how to profit in the OTT industry is a key point. What is Xiaomi's marketing thinking? For Xiaomi, the marketing idea is to make marketing a service. Zheng Zheng said that Xiaomi has done in-depth research and work in terms of originality, scene setting, and precision. It is necessary to create a native display that is more in line with the user's tastes; to create a large-screen scene marketing that better fits the viewing habits of home users; according to the user's habits, it is more focused on the creative integration of accurate users, and achieves thousands of people with precise touches.

Zheng used a case to show the audience the precision marketing of Xiaomi. A content channel for children, there are many products around the content, how to achieve promotion and through the attraction of children's users? Xiaomi can present this content through a voice call. After this content appears, there will be many detailed introductions, including display. Xiaomi set up a special channel, including the introduction of the details page, playing the video stream mentality. After the user clicks, it is diverted directly to the TV for purchase.

In the form of millet is also doing some innovative exploration, pioneered the smart TV creative interactive marketing, such as this year's "Spider-Man 3", millet TV used voice search to arouse.

The living room is the outlet of the media. In this scene of the living room, every medium should be interactive. Within a few years, the Internet of Things will come true. At that time, everything is the medium. Although TV is a screen, it is the user's most used. The media approach has the most chance of becoming an outlet for the media, but it has to be said that in the future, TV marketing will be an urgent need for consideration.