Under the upgrade of consumption, it is a new pursuit of many consumers. It is a new pursuit of many consumers. This is China Telecom (H00728) a city value of more than 3000 100 million, the annual annual telecom operator is thinking about the problem of telecom operators who have been involving more than 100 billion yuan.
At the moment, China Telecom is actively laying out of the wisdom family - a highly marketized, ecologically diverse, has thousands of participants and ultimately to 100 billion-level markets, hoping to use this as a new growth space. A large number of resource investment begins in 2019 - in January, sank the smart household sales point to the business hall nationwide; in February, invested 2 billion to establish a wholly-owned subsidiary, and train 130,000 needle transformation smart home engineers. .
On May 30, China Telecom held a Wisdom Family Ecological Cooperation Conference in Shanghai, and promised to purchase 30 million terminals to more than 20 business partners during the year. This batch of terminals include all and family-lived products such as smart speakers, sockets, rice cookers. According to China Telecom's design, they will be put into the business hall, the small wing tube home App (wisdom, which is independently developed by China Telecom Home Control Platforms and other channels, then package the value-added service of the telecommunications network, form a complete service system, and finally sell for consumers.
According to the new chairman of China Telecom, Ke Riwen's description of the business, operators do not produce home appliances, essentially through better, smarter network services, and hopes to be based on an interconnection platform role in the industry. Let all kinds of home appliances access the platform of China Telecom's independently developed and serve consumers. Although the strategy has been initially landed, it is still facing challenges. How many consumers will buy home appliances to the telecom business hall? How traditional telecom users transform into a smart family consumers? Perhaps only consumers can give an answer.
Performance pressure
"On the one hand, it is necessary to complete network speed reduction, and operators need more investment. On the other hand, traffic and Internet income are decreasing, this is an unsustainable development model," said some people from China Telecom Group.
Beginning in January this year, China Telecom has completely lowered the package traffic tariff, which has reached no more than 0.03 yuan / MB, and actively speeds up to Gigabit level on the fiber broadband network. However, the entire telecommunications industry has already increasing increasing, according to the data disclosed in the Ministry of Industry and Information Technology, since 2016, the income growth of the communication industry mobile data and Internet business revenue began, and 2018 is as low as 10.2%; while another Aspects, the monthly mobile Internet access flow is rapidly climbing, December 2017 is 2.69GB, and December 2018 is increased to 6.25GB.
At the same time, in the operator, China Telecom has always had an advantage in the watery broadband business in the near future. According to the first quarter of this year, China Telecom bid farewell to the first industry status of broadband users - 1.48 billion user size and China Mobile scaled a gap between 419 million users.
The above-mentioned China Telecom said that the Group needs to seek new growth space, and think that the smart family can be used as a value-added business, while this is what telecom users need.
New vision
On May 28, the reporter walked into a telecom business hall in Guangqu Road, Chaoyang District, Beijing, which is the first batch of business halls for technology-based transformation. According to the store director, the Group plans to start the business hall of the key cities from the end of 2018, from the only business counter, mobile phone booth, and expand into a smart home experience and sales center.
On the experience, there are smart speakers, smart table lamps, smart rice cookers, and sweeping robots, etc., they are from Xiaomi, Huawei, Baidu, etc. Are rushing to the smart family. The products have clear price, users can go to the store to buy, also can purchase China Telecom's broadband network is obtained at a lower price.
Posing is a smartphone, you can built a mobile app "small wing tube home" developed by China Telecom, and users can purchase all kinds of home devices on the platform. Currently, under the broadband network coverage of China Telecom, they can implement interconnection.
This is a shrinkage of China Telecom layout smart family strategy. Although the operator's essential profit point, value-added services from traditional broadband networks, as well as the Zhijia platform built into mobile phone, but to send value-added services and Zhijia platforms to consumers, need to be in combination with each ecology Partners have built a service system.
At the Wisdom Family Ecological Cooperation Conference, Ke Riwen expressed this strategic idea: China Telecom hoped to spread a bridge role in the wisdom family, ecologically diverse market, allowing various brands of smart home appliance companies, pick up Entering the unified standards and entrances of the Group, and then close to consumers through various channels of the group.
To this end, China Telecom has established a smart family ecological alliance in 2014. There have been more than 300 companies to join, including Haier, Xiaomi and other smart home appliance providers, and service providers such as the voice interaction of the Ministry of Technology, and Aiqi. Artistic content provider.
Cai Wendong, deputy general manager of Qingdao Haier Intelligent Home Appliance Co., Ltd., said that consumer demand is diverse, so users are likely to be a smart home appliance crossing multiple brands across ecologies. However, due to commercial competition reasons, the products of cross-ecological different brands are still unable to interconnect, so they can not achieve the association in the user's home, and the user has to operate with multiple APPs. This is a pain point at the current smart home industry.
Cai Wendong is responsible for the cooperation of Haier smart home and telecom operators. He believes that commercial competition between telecom operators and terminal manufacturers is the smallest, and can build a cross-ecological integration platform. Through this platform, it has achieved competition, different Interconnection between ecology and multi-brand products.
resources invested
To this end, China Telecom is carrying out a range of resources. The first is the research and development software platform, the industrial and commercial data shows that in February 2019, China Telecom established two wholly-owned subsidiaries, and injected a registered capital of 1 billion yuan, which is Tianyi Smart Family Technology Co., Ltd. and Tianyi Floated. Technology Co., Ltd. For the fund allocation of 2 billion funds, the company's business progress, China Telecom did not disclose it. The above-mentioned China Telecom Group said that the "small wing tube" project comes from these two companies.
The second is the terminal purchase, according to the store manager of the above business hall, the latest smart terminal is within two months, China Telecom will be purchased from companies such as millet. According to the content of the General Assembly on May 30, China Telecom will also purchase more than 20 companies in this year, which means part of the number of products to each company, which means to purchase millions of products in each company. It will be placed on the shelves of the business halls all over the country.
The network service system nationwide is also under construction. Ke Ruiwen said that in order to provide smart home network service support, China Telecom has 100,000 engineers in China, all over the city, and a large part of them are the original broadband technology service personnel, business transformation and upgrading, become wisdom Home engineer.
challenge
Regardless of whether China Telecom builds an ecology, it is ended to the guest, how to attract consumers to China Telecom's channel to buy home appliances and intelligent networks, and is a challenge for the group.
Ke Ruiwen said that the Group has a huge telecom user group, including cable broadband, Tianyi HD, fixed telephone users exceed 10 million, although this is a basic business and responsibility of operators, but in the field of smart, these users It is possible to translate into consumers.
So what is the conversion rate between the two? In the public materials, there is no research on the characteristics of China Telecom's broadband user characteristics, and the characteristics of smart home consumers, the analyst of the home appliance industry, is mainly the young people under the age of 35, They share the cooperation between interpersonal interaction, voice interaction, and equipment, the operation of the mobile app, more interest in experience, while economic income and academic are in the medium and high level. Therefore, how many transformations can be made in these two large-scale users.
Another problem is, how many consumers will purchase smart home appliances to the telecom business hall, or buy home appliances to the Wing Pipe Home App? The core service of the operator is a network, does not produce entity products, even if there is a set top box, gateway is main. At the same time, Liang Zhenpeng said that, in general, the purchase channel preference for consumers is, Jingdong, Ali is e-commerce platform, home improvement building materials market, and decoration company.
For the sales of home appliances, maybe the traditional contract machine is given, the smart home appliance is given in the broadband network package. In this regard, the above-mentioned China Telecom Group said, although the group used in the wisdom family, and the traditional contract machine mode Different, but there are also possible possibilities to enter the discount, packaged into the package.
For Cai Wendong, deputy general manager of Qingdao Haier Intelligent Home Appliance Co., Ltd., Qingdao Haier Intelligent Home Appliance Co., Ltd., is a model that is attempting. Currently, it is only limited to price from tens of yuan to 2,000 yuan. Intelligent hardware products; for smart products with high prices, telecom operators have not developed a corresponding contract package.
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