Under the superposition of many factors such as ice and snow events, holidays, and epidemics, more and more families are returning to the TV set, the boot time and use viscosity of the TV have been significantly improved, and the smart large-screen industry has entered a rare period of opportunity. At the same time, the operation of the intelligent large screen has begun to go deeper, from the aspects of content update and improvement, interactive experience improvement, and user operation services, the development of the OTT large screen industry is full of endogenous power.
Third-party data from the industry shows that the daily active scale of smart TVs has steadily reached another new high. This is the growth of domestic sales after the upgrade has become the main demand of China's color TV market, which is the growth of the operating equipment base for smart TV Internet operations. Today's users are more familiar with smart TVs, their needs for content and applications are constantly changing, and enterprises must find what large-screen users really want in many needs. The epidemic is an important external reason for the increase in the stickiness of smart large-screen users in the past two years, and the continuous iteration and optimization of smart TVs is the internal cause of the increase in the stickiness of smart TV users.
In addition to high-quality film and television and music content, 2021 can be called the first year of large-screen cloud games. The game has attracted many TV large-screen enterprise layouts. The rich content of large-screen games has taken smart TVs out of the traditional use form of "watching TV" and released a huge market space.
The cloud game on the large-screen side has different characteristics from mobile games, there is no need to purchase a game host, through the high-definition TV large-screen + cloud game, to provide players with a game interaction experience, the future has a broad market space. To do a good job in large-screen games, it is necessary to combine software and hardware. Taking Changhong game TV as an example, the hardware upgrade should be able to meet the needs of game display, so it has added support for MEMC dynamic frame supplementation function, interpolated the low frame rate screen to 120Hz high frame rate, to achieve a smoother picture, and also equipped with the self-developed speed light and shadow function, effectively eliminating the phenomenon of motion picture shaking and tailing. In terms of software, in order to optimize the user's game experience, Rainbow Cube has added functions such as one-click startup, do not disturb mode, and voice wake-up. In terms of content, Rainbow Cube focuses on promoting relevant cloud games through the Rainbow Gold Operation System, so that interested users can directly access them.
In addition, adhering to refined operation has become a long-term strategy of enterprises such as Rainbow Cube. All along, Through its Rainbow Collar Gold, Rainbow Magic Cube has formulated a systematic operation strategy, planned and carried out various user activities, so that users can "remember" and "fall in love" with Rainbow Collar Gold at any time, and open Rainbow Collar Gold, which can facilitate watching movies and chasing dramas, watching events, playing games, lottery, etc. According to statistics, in 2017, the "Open Screen for Love" activity was launched, and users interacted with their loved ones through the Rainbow Collar Golden Screen; At the end of 2018, Hongling Gold launched the "Boost Zhuang Embroidery" activity to support the intangible embroidery culture with users; In 2019, HonglingJin and China National Geographic cross-border cooperation "hugged the ocean together", allowing users to participate in environmental protection through the big screen; In 2020, the "Great Beauty China Rainbow" activity will be held to showcase the Great Beauty of China; In June 2020, Hongling Jin cooperated with YanJi to recommend book products for users through the big screen; In 2021, join hands with 24 Tricks to launch a large-screen boutique cultural dissemination activity; At the beginning of 2022, we cooperated with Sir Film to launch the film and drama list.
It is worth mentioning that content operations are reshaping the intelligent big screen in reverse. In October 2021, Changhong and Rainbow Cube launched a product called ADDFUN free screen. It can be moved, rotated, and touched according to the needs of different users, and is transformed into a long screen, a healthy screen, a video screen, a music screen, and a game screen. This is a product innovatively developed by the intelligent large-screen operating company, which is different from the traditional standardized products and is a redefinition of large-screen products based on user needs and scene requirements.
It is reported that Rainbow Cube Company has achieved benign development in 2021, the operating rate of equipment on the Rainbow Gold platform is 44%, the average daily boot time of users is stable at more than 4 hours, and the overall quality of user operations is slightly higher than the industry average.