The history of the death of Internet TV! 2017 TV industry shock interpretation

Although 2016 has become a thing of the past, it is undeniable that 2016 is not a quiet year for the television industry. The events that took place last year will also affect the trend of the industry in 2017. The most fierce hit last year was the Internet TV brand. Their collective attack broke the long-standing tranquility of the traditional TV industry. Price wars, ecological warfare, subsidy warfare, etc., have never stopped from the beginning of the year to the end of the year, and they have succeeded in dividing the market share.

2017 TV industry shock interpretation

Since its inception, Internet TV has brought a high cost-effective label. At a low price, it has good configuration and rich content resources, and has received a lot of attention from consumers. After tasting a hint of sweetness, more and more companies are beginning to enter this field. However, after they had spent a certain amount of time on hardware prices, some vendors began to fail to do so. After all, this killing of one thousand self-inflicted losses caused a significant loss to both parties, and Internet TV manufacturers began to Make a big fuss about the content.

Content resources have become the focus of competition

No matter how you play the video, it is, after all, a carrier of content. Whoever has richer content and resources will undoubtedly have more advantages in competition and sales will inevitably increase. But for the investment of content, it is not what you want to vote for. Most internet TV companies are companies that have been founded soon. It is impossible to win too much profit in the short term. While the copyright of some popular IP or the exclusive rights of the movie is often expensive, so is the self-made drama. Even so, many internet TV manufacturers are still throwing money. When you burn money, I burn it too. In the end, I find that there is no essential difference between each other.

Crazy money-laden behavior does not leave any retreat

The collective money-burning behavior of Internet TV not only did not leave behind its own path, but also gave consumers the wrong habit. With the increase in panel prices and the cost of television components in the past six months, Internet TV, the main price war, has finally been unable to sustain itself, collectively raising the banner of price increases. However, spoiled consumers do not buy it. Usually there is too much sugar to eat. Suddenly they do not give it. I think most people will not accept it. This situation also makes Internet TV and profitability goals gradually become farther.

Internet TV marketing may just be a money-burning pie

The fluctuation of the panel price will undoubtedly have a serious impact on Internet TV. Because it does not depend on hardware to make money itself, the increase in manufacturing costs will certainly bring about an increase in the price of finished products. LeTV was the first to stand up and announced its intention to make a price increase. The biggest competitor, Xiaomi, initially declared that “TV does not increase prices and pressure us to resist”. It looks like it is very emboldened, but after a while, it immediately greets us. Two consecutive rises have really hit the face. And other Internet TV brands have also adjusted their respective prices, ranging from about 200 yuan, as much as about a thousand dollars, which also makes Internet TV has become a category of high and low.

The price of millet TV hit his face

In addition to price hikes on Internet TV, homogenization is also a serious problem. In order to pursue a higher price/performance ratio, Internet TV has to reduce its own manufacturing costs. Since the prices of Internet TV products are almost all below 10,000 yuan, the configuration of the panel category, TV chip, and audio are all invariably a long distance away. Some products are simply different in Logo, and the configuration is exactly the same. For such a featureless TV product, even if it is cheaper, it will be bored by the market, let alone the loyalty of users.

The marketing mode of burning cakes is destined not to go far

Since the entire television industry is a mature industry that can no longer mature, most consumers have their own cognition. A new product category, or a new marketing tool, may attract people at the beginning, but over time, this way of painting hunger will show up sooner or later. Therefore, at present, Internet TV urgently needs a change. If you still burn cakes like this, I am afraid that the number of Internet TV brands in the future will become less and less.

Internet TV has gone abroad

However, we also saw more or less changes in Internet TV at this year's CES in the United States. Micro whale, LeTV, Xiaomi and other brands have brought their latest high-end products to the show, launched more differentiated products, and successfully launched a strategy for overseas operations. It is better for Internet TV to make head-to-head competition on price than to differentiate on high-end products, so as to form a good competitive pattern, and Internet TV seems to be working hard in this direction. .

Traditional manufacturers have always insisted on the nature of television

No matter how impetuous the Internet TV is, no matter how hard it is to burn money, the traditional brands have always been rather calm because they have always believed that the development of core technologies is the source of the TV industry's progress. At present, traditional brands are basically divided into three camps, namely OLEDs, quantum dots, and laser televisions, which we are very familiar with. The competition among these three technologies in the next few years will be fierce. This fight between traditional brands and the differentiation of competition has also created an atmosphere of healthy competition for the entire industry.

Sony returns to OLED technology

The author clearly remembers that at the press conference of Skyworth last year, Liu Weizhi, president of Skyworth TV Division, said: “The low-cost strategy of Internet companies is understandable, but it is also a conventional method, but the rivers and lakes have a saying, come out and mix. Always return." I think Liu Zhizhi's attitude towards Internet TV also represents the attitude of most traditional enterprises to Internet TV. Therefore, the traditional brand's approach has not deliberately followed suit, but has chosen to wait and see.

Samsung Launches New QLED Metal Cadmium-Free Quantum Dot TV

As some Internet TVs have lost their price advantage, they are hardly convincing on the products, so consumers' eyes have returned to traditional brands. The traditional brand did not disappoint us. Samsung also introduced a new QLED cadmium-free quantum dot TV, further consolidating its dominance in the quantum dot field. Sony has returned to the embrace of OLED technology, which has also played a positive role in promoting the development of the entire OLED industry. Hisense has been promoting the development of laser television, and this year it will also launch multiple sizes of laser television products.

Hisense has always been committed to the development of laser television

At present, we have come to 2017. For the television industry, it will return to tradition, which is to enhance its own strength and acquire consumer recognition. However, the burning of money and cakes on Internet TV may no longer be applicable, and companies that cannot persist will surely appear. Since homogenized products will certainly be abandoned by the market, core technologies and differentiation are always the key to the survival and development of the television industry.

Internet brands may die out

Since the birth of Internet TV, it has been affixing a label with low prices, rich content, and user-friendly control experience. We have thrown away the low prices mentioned above and will find that Internet TV and traditional TV are approaching in all aspects. For fusion. The demise of the Internet brands we talked about here is not the demise of more than a dozen Internet companies, but this category of Internet brands may disappear. In the future TV segment, only joint venture brands and domestic brands will remain.

This market segment of internet brands may disappear

In fact, such market segments as internet brands are very necessary at an early stage, because their characteristics are very distinct and different from traditional brands. Today, we will find that traditional brands have become more humanized in their manipulation experience. The most intuitive manifestation is the design of remote controls. The traditional traditional TV remote control was very complicated and had many keystrokes. But now we will find that the design of remote control for traditional TVs has become equally streamlined and the cost of learning is almost zero.

TCL and LeTV will achieve full integration of content and system in the future

At the same time, in terms of content and systems, we will find that Skyworth uses the CoolOpen system and Hisense uses the VIDAA system. Since they are all in the parent company relationship, using the same system and enjoying the same content service, this is not enough. its. However, we also saw the cooperation between TCL and LeTV, and the cooperation between Philips and Microwhales. In the future, they will achieve full integration of content and systems. I also believe that similar cooperation will increase in the future.

Internet TV is also approaching traditional brands in marketing mode

The reason why these brands are called Internet brands is that they use the convenience of the Internet to provide consumers with more services, but also use the Internet for online sales. But now Internet brands have also played O2O. Online sales have also made corresponding layouts online. Sales of music, video, millet, micro whale, popular and other brands are all contributions made offline. This grounding gas behavior has also made Internet brands taste the sweetness, and is also moving closer to traditional brands in the marketing model.

to sum up:

Due to multiple aspects of integration, the differentiation between Internet brands and traditional brands is becoming smaller and smaller. Future market segments such as Internet brands are likely to disappear, and are also classified as traditional brands. However, the current traditional brand has long been divided into camps and basically planned for the future. As a result, Internet brands have become relatively weak traditional television. At that time, they either seek their own development, reflect differentiated values, or seek cooperation to enhance the brand's competitiveness.

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