中證網(wang)訊 6月18日(ri)晚間,百視(shi)通(19日(ri)起改名為東(dong)方明珠)公告稱,公司(si)擬以自有(you)資(zi)金22億元參與兆(zhao)(zhao)馳(chi)股(gu)份(fen)的非公開發行。同日(ri),百視(shi)通和兆(zhao)(zhao)馳(chi)股(gu)份(fen)還簽署了戰略合作協(xie)議(yi),聯手(shou)打造(zao)互聯網(wang)電視(shi)生態圈閉環業務模式。
作(zuo)為境內最大的互(hu)(hu)聯網(wang)(wang)電(dian)視(shi)運營商(shang),百視(shi)通(tong)近期在資本市場(chang)動作(zuo)頗多,此(ci)(ci)前公(gong)司參與了歌華有線(xian)、廣電(dian)網(wang)(wang)絡兩家公(gong)司的定增(zeng)并簽署(shu)了相關合作(zuo)協(xie)議(yi)。百視(shi)通(tong)通(tong)過資本手段實施(shi)其(qi)互(hu)(hu)聯網(wang)(wang)電(dian)視(shi)戰略的意(yi)圖(tu)明顯。此(ci)(ci)次入股兆馳股份(fen),百視(shi)通(tong)正是(shi)在謀(mou)求在“2C”端占據(ju)互(hu)(hu)聯網(wang)(wang)電(dian)視(shi)市場(chang)。
成兆馳股份第二大股東
公(gong)告顯示(shi),兆馳股份(fen)定增(zeng)完成(cheng)后,百(bai)視(shi)(shi)通將擁有(you)公(gong)司(si)9.37%的股份(fen),成(cheng)為公(gong)司(si)第(di)二大股東。百(bai)視(shi)(shi)通方面稱(cheng),通過此(ci)次(ci)合作,公(gong)司(si)減少了在(zai)實施B2C戰略過程中對硬件的巨額投入,提高互(hu)聯(lian)網(wang)(wang)電(dian)視(shi)(shi)B2C產(chan)品的市場競爭力,有(you)利于迅速樹立(li)互(hu)聯(lian)網(wang)(wang)電(dian)視(shi)(shi)品牌標(biao)桿;兆馳股份(fen)將成(cheng)為百(bai)視(shi)(shi)通互(hu)聯(lian)網(wang)(wang)電(dian)視(shi)(shi)生態(tai)系統(tong)的一環(huan),承擔(dan)智能電(dian)視(shi)(shi)、機頂盒等硬件的生產(chan)、營(ying)銷(xiao)推(tui)廣(guang)和維護,深度介入互(hu)聯(lian)網(wang)(wang)電(dian)視(shi)(shi)內(nei)(nei)容產(chan)品與應(ying)用服(fu)務(wu)(wu)營(ying)銷(xiao)、用戶(hu)管理與運營(ying)維護在(zai)內(nei)(nei)的完整業務(wu)(wu)鏈中。
同(tong)日(ri),雙方(fang)簽(qian)署的(de)戰略合(he)作協議顯(xian)示,雙方(fang)將聚焦于(yu)家(jia)庭和(he)(he)個人消費(fei)(fei)者業務(B2C)市(shi)場,共(gong)同(tong)打造集內(nei)容、渠道(dao)、平臺(tai)、終端和(he)(he)應用服務于(yu)一體的(de)互聯(lian)網電(dian)視(shi)生態圈閉環業務模式,開(kai)辟、引領中國(guo)互聯(lian)網電(dian)視(shi)平臺(tai)運營商和(he)(he)家(jia)庭視(shi)聽消費(fei)(fei)電(dian)子產品生產商融合(he)發展的(de)新格局。
據(ju)悉,雙方的合(he)作(zuo)(zuo)(zuo)將主要集(ji)(ji)中在互(hu)聯網電(dian)(dian)視(shi)(shi)業務合(he)作(zuo)(zuo)(zuo)、硬(ying)件合(he)作(zuo)(zuo)(zuo)、營銷(xiao)合(he)作(zuo)(zuo)(zuo)等(deng)領(ling)域。百(bai)(bai)視(shi)(shi)通(tong)(tong)和(he)兆馳股(gu)(gu)份(fen)提出,在互(hu)聯網電(dian)(dian)視(shi)(shi)業務領(ling)域,兆馳股(gu)(gu)份(fen)所有自主品牌互(hu)聯網電(dian)(dian)視(shi)(shi)終端(duan)產品(包括但不限于含機頂盒、一體機等(deng))與百(bai)(bai)視(shi)(shi)通(tong)(tong)BESTV互(hu)聯網電(dian)(dian)視(shi)(shi)集(ji)(ji)成播(bo)控平(ping)臺排(pai)他性對接,力爭通(tong)(tong)過三年合(he)作(zuo)(zuo)(zuo)發展至少1000萬互(hu)聯網電(dian)(dian)視(shi)(shi)月(yue)活(huo)躍用戶;在硬(ying)件上,兆馳股(gu)(gu)份(fen)作(zuo)(zuo)(zuo)為百(bai)(bai)視(shi)(shi)通(tong)(tong)B2C端(duan)的互(hu)聯網電(dian)(dian)視(shi)(shi)自主品牌定(ding)制終端(duan)排(pai)他性供(gong)應商,兆馳股(gu)(gu)份(fen)要給予(yu)百(bai)(bai)視(shi)(shi)通(tong)(tong)更大力度的優(you)惠;在營銷(xiao)上,雙方也將在電(dian)(dian)視(shi)(shi)購物及(ji)電(dian)(dian)子商務在線(xian)銷(xiao)售、傳統(tong)及(ji)新媒體廣(guang)告營銷(xiao)推廣(guang)等(deng)領(ling)域合(he)作(zuo)(zuo)(zuo)。
互聯網電視生態圈
分析人士認為(wei),百視(shi)通此次入股硬件(jian)制造商兆馳股份,雙方開展戰略合作(zuo),打造互聯(lian)(lian)網(wang)電視(shi)生(sheng)態圈閉環業務模式,標志(zhi)著公(gong)司已經(jing)調整了互聯(lian)(lian)網(wang)電視(shi)用戶(hu)市場的拓展戰略。
此前,百視(shi)(shi)(shi)通(tong)互(hu)聯網(wang)(wang)電(dian)(dian)視(shi)(shi)(shi)的推廣(guang)更多(duo)依靠“B2B2C”模式(shi)進行,即一(yi)看有限電(dian)(dian)視(shi)(shi)(shi)用(yong)(yong)戶(hu)、電(dian)(dian)信(xin)用(yong)(yong)戶(hu)等(deng)推廣(guang)期互(hu)聯網(wang)(wang)電(dian)(dian)視(shi)(shi)(shi)生態圈,而“B2C”的模式(shi)相(xiang)對較少采用(yong)(yong)。6月16日,百視(shi)(shi)(shi)通(tong)公告以(yi)自有資(zi)(zi)金3.55億元(yuan)參(can)與(yu)廣(guang)電(dian)(dian)網(wang)(wang)絡(luo)(luo)的定向增發,雙(shuang)(shuang)(shuang)方達成(cheng)戰(zhan)略(lve)合(he)作(zuo)協議,深化(hua)在(zai)資(zi)(zi)本(ben)、版權、平臺渠(qu)道(dao)以(yi)及(ji)頻(pin)道(dao)落地和(he)互(hu)動點播等(deng)業(ye)務(wu)的合(he)作(zuo),百視(shi)(shi)(shi)通(tong)有意借廣(guang)電(dian)(dian)網(wang)(wang)絡(luo)(luo)這(zhe)一(yi)有線電(dian)(dian)視(shi)(shi)(shi)運(yun)營商(shang)的優質有線網(wang)(wang)絡(luo)(luo)和(he)用(yong)(yong)戶(hu)群體推廣(guang)自己(ji)的“DVB+OTT”業(ye)務(wu)。據悉(xi),廣(guang)電(dian)(dian)網(wang)(wang)絡(luo)(luo)擁有注(zhu)冊(ce)用(yong)(yong)戶(hu)628萬戶(hu),其(qi)中(zhong)數字電(dian)(dian)視(shi)(shi)(shi)用(yong)(yong)戶(hu)503萬戶(hu),而雙(shuang)(shuang)(shuang)向化(hua)改造(zao)用(yong)(yong)戶(hu)超過(guo)了393萬戶(hu),其(qi)網(wang)(wang)絡(luo)(luo)承(cheng)載能力與(yu)雙(shuang)(shuang)(shuang)向化(hua)程度均(jun)相(xiang)當高,未(wei)來能夠承(cheng)接百視(shi)(shi)(shi)通(tong)在(zai)OTT業(ye)務(wu)領域的相(xiang)關應(ying)用(yong)(yong)。
而(er)在(zai)今(jin)年3月,百視(shi)通(tong)參與了歌華(hua)(hua)有(you)線(xian)的(de)定(ding)向(xiang)增(zeng)發并簽(qian)署戰(zhan)略合(he)作協議,雙方將(jiang)在(zai)“DVB+OTT”、電(dian)視(shi)購物等領(ling)域開展深度合(he)作。隨后,歌華(hua)(hua)有(you)線(xian)與百視(shi)通(tong)、海(hai)信電(dian)器等推出了歌華(hua)(hua)電(dian)視(shi)。歌華(hua)(hua)有(you)線(xian)這一北京(jing)地區唯一的(de)有(you)線(xian)廣播電(dian)視(shi)網(wang)絡建設開發、經(jing)營、管理和(he)維護(hu)的(de)網(wang)絡運營商,與百視(shi)通(tong)一起尋求(qiu)利益的(de)結(jie)合(he)點。
百(bai)(bai)視(shi)通(tong)(tong)的(de)(de)(de)上(shang)述合(he)作(zuo)基本都在(zai)“2B”的(de)(de)(de)領域,借(jie)助有(you)線電視(shi)網絡(luo)等(deng)推(tui)廣其互(hu)聯網電視(shi)等(deng)OTT業務(wu)。而(er)此次與(yu)(yu)兆馳股份的(de)(de)(de)合(he)作(zuo),百(bai)(bai)視(shi)通(tong)(tong)一(yi)舉切入(ru)硬件制(zhi)造等(deng)領域,通(tong)(tong)過兆馳股份合(he)作(zuo),百(bai)(bai)視(shi)通(tong)(tong)的(de)(de)(de)OTT業務(wu)將在(zai)“2C”端直接面對用戶和(he)消費者。據百(bai)(bai)視(shi)通(tong)(tong)內部人士稱,公司將采用“2B”和(he)“2C”兩端并舉的(de)(de)(de)模式推(tui)廣其產(chan)品和(he)服務(wu),未來百(bai)(bai)視(shi)通(tong)(tong)仍將與(yu)(yu)地方性有(you)線電視(shi)網絡(luo)運(yun)營商等(deng)展開各種類(lei)型的(de)(de)(de)合(he)作(zuo),在(zai)“2C”端,公司也(ye)將借(jie)助外部合(he)作(zuo)等(deng)形式強勢(shi)體現自己的(de)(de)(de)產(chan)品和(he)服務(wu)。(徐金(jin)忠)
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