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2017 Internet TV Brand Inventory (2): Xiaomi / LeTV / Micro whale
In 2017, the Internet TV market experienced a period of volatility. Following two years of intense competition, the industry entered a phase of accelerated restructuring. Although the market gradually became more rational and no longer relied on aggressive "money burning" or price wars, competition remained fierce. Manufacturers shifted their focus to comprehensive competition across the entire value chain, including products, technology, content, and services.
This series provides an in-depth look at 11 major Internet TV brands—Xiaomi, Kukai, Love Mango, Thunderbird, and others—through four parts, analyzing their strategies, product development, and content offerings. The second part focuses on three leading online TV brands: Xiaomi, LeTV, and Micro Whale. These brands are well-known for their unique features and strong market presence. In 2017, each had its own challenges and developments: Xiaomi saw significant sales growth, LeTV faced financial turmoil, and Micro Whale encountered capital issues. Despite this, the article remains objective, focusing on product design, business strategies, and content innovation to provide a balanced perspective for the industry.
**Xiaomi**
**Product**
Xiaomi continued to expand its product lineup with smart TVs that combined high performance and affordability. Their devices featured advanced AI capabilities and were designed to integrate seamlessly into the broader Xiaomi ecosystem.
**Strategy**
In May 2017, Xiaomi launched the “Water Drop Program,†an open AI platform allowing third-party developers to access voice recognition and translation technologies. This move aimed to enhance user experience and foster collaboration. Xiaomi also expanded its retail strategy by integrating online and offline channels, partnering with Oriental Shopping to increase visibility. By December, Xiaomi announced plans to enter the international market, emphasizing AI as a core long-term strategy. Xiaomi’s AI-powered TVs worked in tandem with other smart home devices, forming a connected ecosystem.
**Content**
Xiaomi significantly upgraded its content offerings, introducing high-resolution streaming options and expanding partnerships with major platforms like iQiyi, Tencent Video, and PPTV. They also integrated sports content from PPTV, offering users access to live matches and exclusive events.
**LeTV**
**Product**
LeTV focused on high-end models and diversified its product range. After several leadership changes, the company rebranded itself as New LeTV and introduced new product lines under the “New†and “Lean†series, aiming for simplicity and efficiency.
**Strategy**
LeTV underwent major internal restructuring, with multiple leadership changes and strategic shifts. It partnered with JD.com for smart TV integration and formed alliances with Sunac for real estate projects. LeTV also emphasized a new strategy centered on big screens, self-control, and ecological openness, aiming to become a smart home platform operator.
**Content**
LeTV pursued an open ecosystem approach, collaborating with partners like Mango TV and CIBN. It offered a wide range of content, including TV dramas, movies, animations, and live sports events. LeTV also invested heavily in original programming, launching various variety shows and sports events throughout the year.
**Micro Whale**
**Product**
Micro Whale focused on sleek, intelligent designs, such as the Drunken A Series TV, which featured ultra-thin aesthetics and voice control. The company aimed to improve its offline presence through collaborations with Tmall and Midea Smart Home.
**Strategy and Content**
Micro Whale expanded its distribution network, setting up service centers and experience points nationwide. It also ventured into VR content, partnering with Sports and Flying Cats to broadcast the Chinese Super League. The brand leveraged high-quality content from platforms like Tencent Video, Mango TV, and BBC, while also investing in VR production to meet the demands of younger audiences.