The Internet TV industry's crude launch period is over, what should the major manufacturers do?
With the development of society and the entire era, due to the pressure of life, the time that urbanites can freely spend has become very small, and watching TV has gradually become a luxury behavior. Moreover, under consumption upgrades, people's entertainment needs have changed from watching TV alone to other material and spiritual cultural consumption such as concerts and travel. Nowadays, in addition to maintaining emotional connections with family members, watching TV is difficult to meet the higher-level entertainment needs of modern people. Including the rapid rise of mobile smart devices in recent years, the frequency of turning on the TV has become lower and lower. In addition, the Internet TV business model, which is sandwiched between policy supervision and market-oriented operation, is still unclear, which naturally derives many voices from the bad news industry. This is a small crisis for the TV industry, but it has also stimulated the industry’s motivation for innovation. It is foreseeable that there is still a huge room for imagination in the TV market in the second half, but who can seize the opportunity and take the lead? From the current manufacturers One or two can be seen in his performance. Since the LeTV Super TV brought the market to a climax, various Internet TVs have begun to enter people’s lives. Data shows that the Internet TV penetration rate in China’s color TV market reached 86 from January to May 2017. .99% has basically become the standard configuration of every family. After experiencing fiercely competitive price wars, the market has gradually become saturated, and major manufacturers have also begun to become more rational, but there are still many sequelae. On the one hand, as the hardware costs of upstream raw materials such as TV panels continue to rise, profits are continuously pulled down, resulting in a mismatch between shipments and profit margins, making it difficult for many manufacturers to develop. On the other hand, content resources such as copyrights and licenses require a lot of funds to support, and those small and medium-sized enterprises that do not have strong capital to rely on are gradually eliminated in this marathon. According to data, in the first half of this year, the profits of TV companies in my country have generally declined, and the net profit of the entire industry is estimated to be less than 1%. It can be seen that the survival of companies is very difficult at the moment. This is in sharp contrast with the miraculous results created by the LeTV Super TV. It also seems to indicate that the "free hardware, paid software" business model created by the LeTV Super TV is not something that other TV manufacturers can easily learn. After the "LeTV Crisis" broke out, LeTV TV was also taken from the peak to the trough. After that, the "LeTV disciples" such as Xiaomi and Baofeng raised the banner of Internet TV. However, although Xiaomi achieved almost 100% growth by relying on the market share that LeEco gave up in 2017, there is still an order of magnitude gap compared with the sales volume of 6 million in 2016. It can be seen that there is no "master", Xiaomi and so on. "The disciples" are caught in an embarrassing situation where no one can learn and no one can copy, and they have been in a tepid state in terms of innovation. Until the second half of 2018, after LeTV released its new brand Lerong, the market structure of the smart TV industry remained unchanged. And the business model of ultra-low-end products and ultra-low-end prices that Xiaomi relies on is also difficult to take the lead in the industry. This requires an enterprise of the nature like LeTV TV to point out the direction for the development of the industry. At the same time, each enterprise must seek new profit points and carry out more thinking and innovation on product models. Speaking of innovation, the current Internet TV has always had a problem of homogeneity that is difficult to overcome. The smartphone represented by Xiaomi has completed the transformation from a price war to a product war, and the Internet TV industry has gradually begun to focus on content. The "soft service" represented is a barrier to competition. However, most Internet TV brands can only sigh in the face of the unformed content ecology due to their lack of capacity. However, there are indeed some TV manufacturers that have opened up new situations in their respective fields, such as the improvement of Hisense's backward service system, the trial of Coocaa's innovative model, and Sharp's large-screen operation test, but it seems not. The key elements that truly have core competitiveness have not been formed. You must know that today's Internet TV is not just a channel for transmitting programs, and users are no longer just "watching TV", but gradually tending to "use TV" and "play TV". With the use of TV The user demand for shopping and playing games is gradually increasing, and the existing system is not perfect. Strengthening the user experience in this area may become a key direction for future manufacturers to work hard. At this level, LeTV’s super TV moves in the whirlpool have continued. For example, cooperation with excellent content such as Tencent and Mango has created an industry-leading video entertainment experience; and collaboration with e-commerce companies such as JD.com and Secoo have created a high-end quality of life. Shopping experience; also participated in the operation of the two major mobile games, the most popular "Glory of the King" and "Stimulating the Battlefield". It can be regarded as a very correct development route in the content system. In addition, as one of the traditional major appliances, after-sales service is highly valued by users. Good after-sales service is the key to enhancing brand reputation. In this regard, many TV manufacturers havetily dealt with it in order to save costs, which has great value for the company. Great loss. In August, in the name of Le Rong, the strategic cooperation between Super TV and the professional after-sales service company incubated by TCL, "Shen Daojia", was a very bright decision, and it was committed to creating the ultimate after-sales experience for users. , Eliminating the worries of users. It is not difficult to see that today's Internet TV market has ushered in a new turning point. The former low-price model has gradually been abandoned, and price wars have begun to be transformed into innovation wars, and how to meet the diverse needs of users has become an important direction of the industry’s efforts. one. From a certain perspective, Le Rong's actions in the past two months do have a certain uniqueness, and they do have a certain leading role in the industry. For the future development trend of the Internet TV market, this trillion-level cake still has a deeper potential. The first is the high-end and large-screen trend of Internet TV. The second is that with the advent of the Internet of Things era, the boundary between screens will be broken. Internet TV will serve as the key entrance to the living room economy and become a key link in the interconnection of smart homes. . According to a report recently released by the China Business Industry Research Institute, in the first quarter of this year, the retail volume of large-size products in the offline color TV market increased by 40.7% year-on-year against the trend. The retail sales of large-size offline color TVs accounted for 9.6% of the market, with the main contribution coming from 65 inches, followed by 70 inches and 75 inches, and 75 inches was the fastest growing among the three. It can be seen that with the general trend of consumption upgrades, large-size screens are becoming more and more popular, and this can also be seen from the performance of manufacturers on the product line. For example, Samsung's flagship model, which has always been the main high-end, is covered. The main sizes and models of large-screen TVs are abundant. The 55-, 65-, and 78-inch full-size borderless curved TV KS9800 have been launched, including the KS8800 and KS7300, which are also large-screen models of 55 inches or more; there are also TV manufacturers such as Hisense and Xiaomi. Launched a variety of new ULED TVs of 55 inches and above. In addition, the trend of large screens is that most of the 40-inch TV sets are at a loss. If the price is not increased and the status quo is maintained, it is likely that survival will be a problem. It is foreseeable that large-size TVs will become the absolute protagonist of terminal stores. Another trend is the ecological layout of smart homes. According to the "Market Outlook and Investment Report of China's Smart Home Equipment Industry", it is expected that in 2018, the scale of China's smart home will reach 180 billion yuan, and the scale of the smart home market will reach 357.6 billion yuan by 2020. For Internet TV, which can play a huge role in it, the prospects are limitless. However, if you want to truly occupy the market, it is impossible to achieve breakthrough development without the precipitation of long-term technology and ideas. It is even impossible to create a stable user scale through price wars alone. If you want to open up a new era in the TV market, you must focus on innovation in the field of high-end TV technology, integrating multi-dimensional advantages such as terminals, content, and platforms, and cross-domain connections. Realize an orderly and sufficient value flow, and create a true smart home ecosystem. In this regard, the new generation of smart home products created by LeRong can connect home smart devices well. At the same time, based on the advantages of LeRong’s previous Internet TV and related hardware R&D and operation capabilities, it will also create smart screens and magic screens. Interactive display products such as mirrors, together serve B-end customers such as real estate and hotels, and the majority of C-end users, and are positioned at high-end. From the perspective of Lerong's layout in smart homes, it does have huge potential. Today's Internet TV industry has experienced great ups and downs, but there are still opportunities and challenges coexisting. It is said that the sun always grows after hardships. As for who can lead the development of the industry in the future, it is possible to enter the game. Huawei, Xiaomi continues to maintain its position, or the return of the Lety super TV king, it will take time to test. No matter who is able to highlight the encirclement, it may have subversive significance for the industry. Ev Charging Cable,Electric Car Charging Cable,Type 2 Charging Cable,32A Ev Charging Cable Yangzhou JERI New Energy Co., Ltd. , https://www.jrevcharging.com
