In 2017, the color TV market entered an ice period, and Internet brands were gradually dying. In 2018, how should we "break the game" in the current state. What is the important direction of the color TV industry?
In 2017, the color TV market is entering an unsatisfactory icy period, with a slightly stable dark wave surging.
According to different statistics, the sales volume of the domestic color TV market fell by more than 5-10% last year. The third quarter recorded a historic year-on-year sales decline of nearly 13%. From the perspective of product profit, except for a few leaders, most traditional enterprises and innovative brands "either decline or lose money".
Internet brands are dyingFour years ago, when traditional TVs were facing a low and low TV turn-on rate, keen Internet companies found an opportunity to enter this industry. The Internet TV brands led by LeTV and Xiaomi reawakened the enthusiasm of young people for TV products. As a result, the operating rate of TV products immediately recovered. It is no exaggeration to say that the emergence of Internet TV brands has pointed the way for the development of traditional TV brands.
From the germination to the peak, Internet color TV took only 2 years. According to incomplete statistics, the total number of Internet TV brands in 2015 has been the same as that of traditional TV brands, nearly 20. In 2016, the scale of color TV retail sales exceeded the 50 million mark.
In 2017, the style of painting changed abruptly, and major dramas emerged one after another. Myth LeTV is rapidly declining, the state-owned asset background is still exposed, the capital chain crisis, and the situation of the micro-whale is also optimistic ... Most Internet TV companies have not escaped the doom of being shuffled by the industry. His own hard power out of blue.
According to Lu Jianbo, deputy secretary general of the China Electronics Chamber of Commerce, compared with traditional color TV manufacturing, which has been intensively engaged in technology for many years, the content advantages of Internet TV and major platforms have taken the lead in publicity and successfully attracted the attention of consumers. The intellectualization of TV has been pushed into an irreversible fast lane, but when it comes to real-world competition with hardware and technology, Internet TV brands have been defeated without exception. Without a sound production model, and with the fading of investment and gimmicks, Internet TV is like losing a child walking in the dark, without direction, unable to move forward, and even losing the most basic survival force.
How to break the ice during the ice ageThe golden years of passion for color TV have passed. Whether from the capital market, the upstream supply chain or consumers who have been numb to the new machine, all links have felt the chill of the market. So, how did the "siege of siege" break during the ice period?
The industry believes that the future brand premium capacity will be an important weight for enterprises to occupy the right to speak in the industry, personalization, high-end, technological innovation capabilities will be the key to reflect the company's premium capacity.
1. The core factor of the color TV industry: technological innovation
With the gradual upgrade of consumer demand for TV product experience, technological innovation is the core factor driving the color TV industry.
Lu Jianbo believes that, whether it is the color TV industry or other industries, technological innovation will always be the first productivity of the times. Although the "spoiled" Internet brand is dying, the competition between new technology categories will still set off a new round of "blood rain".
In his view, in the transformation of the color TV industry in 2018, only by consolidating existing technologies and constantly developing new technologies and accelerating the layout of product lines can we gain a place in fierce competition.
Indeed, in the color TV industry, especially for enterprises whose core competitiveness is system innovation such as display technology and audio technology, if their core technology is lagging behind, it is tantamount to putting their heads under the guillotine and letting them dominate.
2. Important direction of the color TV industry: upgrade of high-end product structure
According to statistics, this year's domestic middle-class elite population is expected to reach 14 million people. This part of consumers regards "pursuing quality consumption" as a more critical reason for purchase. Price is no longer the only element in the definition of consumers' high-end products, but quality is replaced. , Function enhancement.
According to the statistics of Aoweiyun.com, the sales contribution of more than 6000+ products in January-October 2017 increased, with the offline market share of 12.5%, an increase of 3.2 percentage points from the same period last year, and the online market share of 4.4% This is an increase of 2.2 percentage points from the same period last year. In addition, the market share of products over 65 inches from January to October was 6.5%, an increase of 1.9 percentage points over the same period last year; 65-inch TVs are becoming a new profit value point for the color TV industry.
Aowei Cloud believes that the overall trend of the color TV market in 2018 will continue the road of consumption upgrade, and the characteristics of large-screen, high-end, and differentiated consumer demand will be more obvious. New technology label products such as artificial intelligence TV, 4K, curved surface and ultra-thin products will further win consumer recognition. Products such as quantum dot TVs, laser TVs, OLED TVs, and 8K TVs that clearly bear the "high-end" symbol will continue to be upgraded next year.
3. The key to competition in the color TV industry: building a smart home entrance
Needless to say, smart TVs are replacing traditional TVs. From the reality of the corrected data, it is expected that by 2020, the stock of smart TVs will exceed 280 million units, accounting for nearly 60% of the market; the arrival rate of smart TVs will gradually climb to 70%.
Industry analysis believes that the development of artificial intelligence TV in the color TV industry is only the first step. The ultimate goal is to master the voice of the smart home and turn the TV into the control center and nerve center of the future smart home.
Chang Dong, President of Konka Multimedia Industry Division, also said, "Previously, color TV was just a simple receiving device, and it will become a fully intelligent Internet center in the future. From this perspective, the entrance will be the key to future competition for color TV companies."
TV manufacturers are seizing the IoT center in the living room through technological upgrades, and whether TV screens can attract users to invest more time in the future still needs to be tested. But there are opportunities in the valley, and this is the constant law of the market.
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