17TV Wei Jin: Using "human-computer interaction" to open up smart TVs in Xinjiang
Out of Yang Yuanqing’s office, Wei Jin was in a good mood and was very excited in the afternoon. “Yuan Qing very much recognizes the position and importance of TV in Lenovo’s business and also gave a lot of supportâ€. This Lenovo 17TVCEO that took less than a year Told reporters.
17TV is the predecessor of Lenovo's smart TV business. In the eyes of ordinary users, Lenovo's TV is not loud and its popularity is not as good as Xiaomi and LeTV. However, Lenovo launched the first domestic K series smart TV in 2012. In this area, Lenovo Be the first starter.
However, the first-mover advantage did not help Lenovo TV to ascend to the top of the industry. In May 2013, LeTV launched its first smart TV and the industry quickly detonated. Xiaomi also launched smart TV in the second half of the year. Last year, LeTV shipped more than 3 million TV sets to become the industry's number one, followed by Xiaomi TV.
In addition to these two players, storms, PPTV and other brands also entered the field, while the increase in players, while the gap between the leader and the industry continues to widen. In the six months after he took over 17TV, Wei Jin has been rethinking. He believes that the development of smart TV has drawn the first comma. At present, the competition is still concentrated on the hardware and content level, but this is far from the boundary of smart TV. "The living room is so big. One screen, if only these features, it is not science." Wei Jin said.
He thought very clearly about the position and situation of 17TV. "In the first five years of smart TV, Lenovo has done a good job on the product, but it has lagged behind in marketing and sales channels. The next step is to complete this short board. ."
This ungrounded gas is now many aspects, such as price, in 2012, Lenovo launched 4 smart TVs, 42-55 inches, priced from 6499 yuan to 14999 yuan, this price point and then Sharp, Samsung and other foreign high-end market The product is quite.
This price reflects the fact that Lenovo does not really understand Internet thinking. Xiaomi was turned out at that time. "Double performance, half price" is its style of play. Although Lenovo's TVs have outstanding performance and their products are extremely subversive, it is difficult for consumers to accept the price. A non-TV brand launches The smart TV also sold the price of foreign brands, which made the first shot of Lenovo TV did not start.
The second problem is the channel, Lenovo smart TV in the beginning of sales is using Lenovo's traditional distribution system sales model, this set of models to help Lenovo in the PC era beat HP and other PC makers, but did not help Lenovo TV to gain a firm footing. "Lenovo's long-standing distribution system has benefits on every floor. Suddenly, it is impossible to use e-commerce to change their lives. This is impossible." In e-commerce sales, Lenovo paid time and cost for tuition, but When it was time to catch up, the winds of e-commerce sales also passed.
Wei Jin is frank. He does not deny that Lenovo missed the first window period, but then how to catch up, he thinks that he is ready. “The new competition has only just begun. Human-computer interaction is the advantage of 17TV. It is also the next step. Focus," Wei Jin told reporters.
Interaction is the advantage of Lenovo TV. In April 2014, Lenovo released the new S9 product of the year. This product was listed on the market as "the terminator of smart TVs", and one of the most recognized functions of users was the "air mouse" remote controller.
The remote control has always been a pain point for the television industry. The traditional remote control is densely packed with dozens of keys, but most keys are not used in daily use. At present, most remote controllers on the market are directional keys, and voice commands are faster than it is, but the average accuracy rate is 75%. Unstableness disappoints users and even drives them crazy. Lenovo's remote control is based on empty mice and is compatible with directions. Keys and voice keys provide users with multiple choices.
The air rat remote control adopts Freespace air pointing and motion control technology. The air mouse corresponds to the cursor of the TV screen. When the remote control points, the mouse can be positioned to the specific position of the screen, and automatic calibration, intelligent motion stabilization, azimuth compensation, etc. can be achieved. Features. "Human blinking takes 300ms at a time, and our follow-up response time is the industry's fastest 40ms, and the delay is less than 45ms. The accuracy and sensitivity are very high." Wei Jin told reporters.
For example, from the same video page on demand "burning sun burning", use the traditional arrow keys to press at least five times to enter the details page, and empty mouse on demand time is only one-fifth of it. According to a survey conducted by a professional company, the average speed of interaction between air-to-nosed rats is 2.5 times that of the arrow keys. About two-thirds of the users prefer to use an empty mouse to perform interactive operations such as on-demand broadcasting.
This ingenious spirit is not only reflected in the pursuit of technology, just the design of the remote control, Lenovo TV has been trying to find the best solution. Its shape does not use the traditional rectangular or elliptical shape, but refers to the shape of the most comfortable home kitchen knife handle, the pursuit of the best grip, "Our engineers sampled 20,000 Chinese people's hand-type data for curve analysis", Wei Jin Told reporters.
There is also a detail that the Lenovo TV sets a function for the remote control called "17TV Button", which is a small option that allows the air mouse to remotely control the TV and the set-top box at the same time, thereby reducing the user's trouble of repeatedly switching the remote controller. From the principle, it is not difficult to understand, through the infrared connection of the set-top box, and then connect the TV via Bluetooth to achieve dual control of the remote control.
But achieving this goal is not as simple as saying. The R&D staff spent more than two years debugging, in addition to the hardware and software design, but also to understand and integrate different cable television program information sources in various provinces and cities across the country to provide automatic regional adaptation services.
Wei Jin believes that in the interactive field, smart TV is far from being the ultimate, "such as customizable UI, multi-screen interaction, natural semantic voice optimization, more convenient mobile TV control, TV sensor multiplexing, more natural gestures Recognition, face recognition, etc." Wei Jin explained, and with the development of video games, the space for man-machine interaction can be expanded.
In May last year, Lenovo’s TV business set up a 17TV independent brand and played the “17TV, together†brand slogan. Wei Jin does not recognize that smart TV is now competing for market share and users simply through price wars. He believes that in addition to products, brands Will be an important reason to attract users, "warm not like black appliances", this is he hopes 17TV is a brand with a temperature, but no fever.
This point has been confirmed in the mobile phone industry. A purely user group cannot be formed simply through price wars. On the contrary, under the premise that all products are well-made, the brand is the reason why users make choices, and it is also the ability to increase product premiums. key.
Wei Jin does not deny that the price war has brought tremendous pressure on the company. “We once had the idea of ​​reducing costs, and even had fierce internal disputes for this, but we eventually won the initial heart.†“17TV is at Tmall’s flagship store. The user evaluation score has been the highest in the Tmall system since its listing and has remained until today.†Wei Jin is very proud to be here.
Sales is also a place where he has spent much of the past six months thinking about how to increase control and reduce costs. How to use existing large number of third-party offline sales stores? How to do it online? For each question, Wei Jin must give an answer.
Wei Jin does not want to sell TV through self-operated physical stores. This means that the high cost cannot be a traditional offline distribution system. Once the distributor is allowed to suppress the goods, the efficiency will become lower and it will become uncontrollable. Wei Jin, who knows the distribution system, believes that the relationship between Lenovo and its distributors is still B2B. "The game between channels is very fierce. There are incentives to sell, and there is no incentive to sell it. In the end, it becomes a fixed-price product. We have the power to accomplish the sales."
He hopes to use the existing large number of third-party offline physical stores in China to transform them into 17TV experience stores, but is not responsible for sales, and the clerk or user can purchase orders online. "This is the essence of B2C, how much to sell? , Clean, and the inventory of this big risk to the country's warehouse, not every physical store." Wei Jin explained.
The ambition of Weijin is also supported by Lenovo. Whether it is the supply chain or R&D technology, 17TV has the support of Lenovo. From Yang Yuanqing's point of view, 17TV is also one of Lenovo's five major businesses in the future.
Wei Jin believes that he is facing a new opportunity. The battlefield of smart TVs has been raging, but the 17TV has found the secret of winning. Whether it can blossom new flowers in the old trees of Lenovo, Wei Jin needs a back-to-back battle.
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