At the beginning of 2017, the seemingly traditional concept of "Double 11 as the best time for 3C shopping" is accepting new challenges. The Ali Family Entertainment New Year Festival set off by Ali Family Entertainment is sweeping everyone's attention on the Internet. This time, as the first collective appearance of Alibaba's family entertainment ecology camp, the market spoke in terms of sales volume and gave an answer to the industry’s side. [gives a sales data]. In this eye-catching data list, one figure deserves attention: Haier topped the list, in just 4 days, the sales volume of Haier smart TVs (including analog cards) reached 8,000 units, and the sales exceeded 21 million yuan. It can be described as the biggest winner of Ali Family Entertainment New Year Festival. 
Strong and strong, continue to force
It should be pointed out that in fact, Haier's brilliant performance at Ali Family Entertainment's New Year Festival is actually a continuation of the two parties' in-depth cooperation in 2016. At the end of December 2016, the relevant person in charge of Haier said in an interview with relevant media that since 2016, Haier’s smart TV brands, Moka and Alibaba, have fully docked and cooperated, relying on Ali’s strong market appeal and channels. With regard to logistics capabilities, Haier’s market competitiveness has been greatly boosted.
The cooperation between Haier and Ali in 2016 is undoubtedly the deep integration of the traditional home appliance manufacturing industry with the Internet e-commerce business. While exploring and exploiting the market space for the new smart TV for the home appliance manufacturing industry, it also extends the market life of the traditional TV hardware. In the fierce market competition, Haier has obtained valuable adjustment space and room for future sustained development. For the whole year of 2016, television sets
Hardware sales continued to grow rapidly, with a growth rate of more than 30% over the previous year.
Deepen cooperation, soft and hard integration
Ali Family Entertainment is the business platform for Ali Big Entertainment to face the big screen and living room scenes. Ali family entertainment aims to rely on Alibaba's powerful technology, data, channels, and financial resources to integrate all types of manufacturers to build an ecological camp that encompasses hardware and software, or equipment, content, and platform development.
Looking back at the traditional television manufacturing camp, after experiencing the Internet scares of previous years, we suddenly discovered that as the young people who love the Internet have already entered the family life and gradually get married and have children, they also return to the living room. It has revived new vitality. However, today's television is far from television on that day, and viewers are no longer "honesty." They have chosen the right to hand it back to them. It is no longer simply the size and configuration of television that determines the fate of today's television. In the era of smart TV, the mere hardware competition can not meet the market demand. The hardware can solve the problem of “what to look for†by the user. However, “what to see and how to look†may be more critical.
Today's user loyalty to TV is not so much a loyalty to television brands as it is to the experience of the brand's television terminal and the loyalty of its attached content resources. Therefore, if smart TV manufacturers stick to the traditional “playâ€, it is difficult to win the spectators’ hearts. It is also difficult to say that it is feasible for the smart TV manufacturers to construct their own closed ecosystems on their own. Therefore, in this era of large cooperation, Haier chose to cooperate with Alibaba Family Entertainment by choosing Ali Big Ecology, the largest video content repository, technology, system, and even big data behind China's Ali Family Entertainment, that is, focusing on Ali family entertainment. Build the entire ecology of resources and ability to cast a vote of confidence. In 2017, the market gave the best return on this choice and vote.
Appropriate style, resource blender
Ali Family Entertainment announced the three strategies of “Open Upgrade, Super Content, and Data Enabling†and proposed the “Innovation is not subversion, cooperation is not a substitute†position. As the most influential Internet company in China today, Ma Yun once said that the spirit of the Internet is to share. Ali family entertainment cuts into the big-screen scene and does not choose to create a "take-all" strategy for television. Instead, it continues Ali's habit of doing ecological "electricity coal". Through the integration of internal and external resources, it uses the open ecology to promote the industrial chain. Connections and "nuclear fusion".
Back in the three strategies of Ali family entertainment, opening up is one of the key words. According to the current situation, Alibaba's home entertainment platform is to bring licensees, content parties, and hardware vendors together on this platform. There are Ali things and partners. But to remind everyone that it is Ali who is the most knowledgeable Internet company in China to do this platform. It has funds, data, technology, and users... When all this is integrated, fusion can definitely take place. Well, I know that you will frown again. Then I would like to say that the key to Ali’s ecology is the flow with the most purchasing power and desire to purchase. This is what Taobao’s platform truly does. Traffic is far from the flow of social flow, which looks like beautiful and difficult to realize. Therefore, for each manufacturer, if you want to get it all, it's good to dock this platform. This is just one aspect of “enablementâ€. Ali Family Entertainment effectively solved the problem of “seeing what (content) and how to see (interaction experience, such as seeing X)†for smart TV manufacturers.
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