In 2016, the Internet TV industry, which has been advancing rapidly, has entered an eventful period. The price of the panel has risen, and the simple “low price strategy†has been difficult to sustain. Le video burst out of supply chain breakage, financial crisis and other negative information, Xiaomi's "hunger marketing" is also criticized frequently, the Internet TV industry seems to fall into a "hedge."
At the beginning of 2017, a number of Internet TV brands have continued to seize power. In addition to a number of Internet TV brands such as LeTV, Xiaomi, Kansang, and PPTV, content producers such as Alibaba Digital Entertainment and Mango TV also followed closely. The competition in the second half of the Internet TV industry will be even fiercer. In the second half of the opening of the Internet TV industry, which brands can crack the industry's "game" and lead the industry in the future?
Panel prices, consumption upgrades, highlight the bottleneck under the two-way hit
In the past two years, more and more new brands have swarmed into the Internet TV market, and they are very busy. However, under the pretext of prosperity, Internet TV has not increased at the same time as it has increased. It has never been truly profitable. Peng Jianfeng, deputy secretary-general of the China Electronics Industry Association, said in an interview with the media that the domestic TV industry's net profit is less than 2%. Well-known IT critic Jia Jinghua, an Internet industry celebrity, commented that Internet TV brands have raised their selling prices. He believes that rising raw materials is not the real reason for the rise in Internet TV prices. Perhaps it is just an excuse for everyone. Because in the increasingly fierce competition in the overall industry, the micro-profit or even zero-profit model of the home appliance industry has been difficult to sustain. Only through price rises and value returns can the sustainable development of the entire industry be realized.
In addition to the turbulent cycle of panel prices, sales volume growth, and profit declines, consumer upgrades in the new era have also increased the pressure on Internet TV “playersâ€. The Internet TV brand has long been a "low-price impression" of competitiveness, whether millet's "hunger marketing" or music as "ecological layout" are no longer eye-catching. In 2017, China is about to enter the first year of consumption upgrade. Diverse consumer groups will bring more personalized demands. Consumers will no longer be attracted only by “low pricesâ€, and “contentâ€, “hardware†and “service†will also become consumption. Important areas of concern. This is a normal expression of consumer return to rationality, and it will also be a new turning point in the Internet TV industry.
Faced with the industry dilemma of panel price hikes and consumer upgrades, Fu Qiang, President of Global Zhi Da, and the founder of Fushang Brand, believes that “in the future, competition will shift from price to value, and the Internet TV industry will face a new round of reshuffleâ€. Will become the core demand of Internet TV.
At the just-concluded AWE Home Appliances Fair, which is known as the industry leader, the three major product lines that GSK, GVIEW, and WAS are releasing are the implementation of the concept of “price toward valueâ€: the entry-level Hyun Watch series. Mainly covers the most extensive "consumer level" user needs, from 32 to 65 inches of the size of the product are not at the expense of any single performance at the expense of ensuring that each product of the series are in the same size and competitive advantages The mid-range model "Hwan Watch Series" emphasizes the ability to enter the "trend" market with differentiated resource advantages, and meets the user's pursuit of ultimate experience by reducing the dimension of the latest technology, the latest technology, and the latest trends. ; And the flagship "Looking at the series" will be a unique perspective of the product concept, in the design of research and development bold innovation and exploration, through the breakthrough product highlights to refresh the shape of the Internet TV, interpretation of unique epoch-making innovation .
From the price war to the value war, the whole matrix industry chain breaks out.
Today, in the Internet TV market, the "price war" has become increasingly thin, and "value warfare" is gradually replacing "price war." The top priority for major brands is to bid farewell to “parity†gimmicks and guide consumers to truly “value discoveryâ€. With the best content, the best system, the most intimate operation, and the most abundant applications & services, satisfying users is becoming more and more abundant. The colorful big-screen experience, in which the transition from a single point of breakthrough to the full-matrix industrial chain, is the key to breaking out.
As we all know, there are eight key links in the Internet television industry chain: licenses, hardware, operating systems, applications, software, content, services, and channels. Most of the Internet TV brands are good at one or more links, and the current market is the only brand in the industry that has no shortage at any point, and has a depth and extension. From the perspective of product dimensions, it is still successful in everything from hardware design, picture quality, sound quality, to software, to the operating system, including the core chip; content dimension, but still has advantages in terms of CIBN license, in addition to rich The video can also satisfy user education, shopping, home entertainment and other needs; the sales dimension integrates online and offline multiple channels; and other dimensions such as services, also see its own system. Each dimension consists of multiple features, from the upstream to grasp the core technology, the middle to do a good job of the entire user service, the end to solve the user's "last mile" problem. Looking at the full matrix industrial chain covering 8 links, which is still being built with great effort, it is interlocking and represents the future development direction of the Internet TV industry.
Fu Qiang also mentioned on AWE that “seeing the overall strategy of 2017 is to realize the full deepening of the industrial chain under the full matrix. In 2017, we will still reach users with the full-matrix industrial chain and build a brand-new business model on the entire platform. We will create an open scene in full wisdom to meet the needs of in-depth users of individuals and families, and continue to improve our core competence and competitive advantage. Indeed, in the second half of Internet TV, which emphasizes comprehensive competitive advantage, only full-platform, full-sighted development is available. Industrial chain-level brands with layout capabilities can lead the future. The Internet TV industry will only return to the essence of manufacturing, provide consumers with quality products, and give more added value to products, so as to achieve a win-win situation for both merchants and consumers.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
At the beginning of 2017, a number of Internet TV brands have continued to seize power. In addition to a number of Internet TV brands such as LeTV, Xiaomi, Kansang, and PPTV, content producers such as Alibaba Digital Entertainment and Mango TV also followed closely. The competition in the second half of the Internet TV industry will be even fiercer. In the second half of the opening of the Internet TV industry, which brands can crack the industry's "game" and lead the industry in the future?
Panel prices, consumption upgrades, highlight the bottleneck under the two-way hit
In the past two years, more and more new brands have swarmed into the Internet TV market, and they are very busy. However, under the pretext of prosperity, Internet TV has not increased at the same time as it has increased. It has never been truly profitable. Peng Jianfeng, deputy secretary-general of the China Electronics Industry Association, said in an interview with the media that the domestic TV industry's net profit is less than 2%. Well-known IT critic Jia Jinghua, an Internet industry celebrity, commented that Internet TV brands have raised their selling prices. He believes that rising raw materials is not the real reason for the rise in Internet TV prices. Perhaps it is just an excuse for everyone. Because in the increasingly fierce competition in the overall industry, the micro-profit or even zero-profit model of the home appliance industry has been difficult to sustain. Only through price rises and value returns can the sustainable development of the entire industry be realized.
In addition to the turbulent cycle of panel prices, sales volume growth, and profit declines, consumer upgrades in the new era have also increased the pressure on Internet TV “playersâ€. The Internet TV brand has long been a "low-price impression" of competitiveness, whether millet's "hunger marketing" or music as "ecological layout" are no longer eye-catching. In 2017, China is about to enter the first year of consumption upgrade. Diverse consumer groups will bring more personalized demands. Consumers will no longer be attracted only by “low pricesâ€, and “contentâ€, “hardware†and “service†will also become consumption. Important areas of concern. This is a normal expression of consumer return to rationality, and it will also be a new turning point in the Internet TV industry.
Faced with the industry dilemma of panel price hikes and consumer upgrades, Fu Qiang, President of Global Zhi Da, and the founder of Fushang Brand, believes that “in the future, competition will shift from price to value, and the Internet TV industry will face a new round of reshuffleâ€. Will become the core demand of Internet TV.
At the just-concluded AWE Home Appliances Fair, which is known as the industry leader, the three major product lines that GSK, GVIEW, and WAS are releasing are the implementation of the concept of “price toward valueâ€: the entry-level Hyun Watch series. Mainly covers the most extensive "consumer level" user needs, from 32 to 65 inches of the size of the product are not at the expense of any single performance at the expense of ensuring that each product of the series are in the same size and competitive advantages The mid-range model "Hwan Watch Series" emphasizes the ability to enter the "trend" market with differentiated resource advantages, and meets the user's pursuit of ultimate experience by reducing the dimension of the latest technology, the latest technology, and the latest trends. ; And the flagship "Looking at the series" will be a unique perspective of the product concept, in the design of research and development bold innovation and exploration, through the breakthrough product highlights to refresh the shape of the Internet TV, interpretation of unique epoch-making innovation .
From the price war to the value war, the whole matrix industry chain breaks out.
Today, in the Internet TV market, the "price war" has become increasingly thin, and "value warfare" is gradually replacing "price war." The top priority for major brands is to bid farewell to “parity†gimmicks and guide consumers to truly “value discoveryâ€. With the best content, the best system, the most intimate operation, and the most abundant applications & services, satisfying users is becoming more and more abundant. The colorful big-screen experience, in which the transition from a single point of breakthrough to the full-matrix industrial chain, is the key to breaking out.
As we all know, there are eight key links in the Internet television industry chain: licenses, hardware, operating systems, applications, software, content, services, and channels. Most of the Internet TV brands are good at one or more links, and the current market is the only brand in the industry that has no shortage at any point, and has a depth and extension. From the perspective of product dimensions, it is still successful in everything from hardware design, picture quality, sound quality, to software, to the operating system, including the core chip; content dimension, but still has advantages in terms of CIBN license, in addition to rich The video can also satisfy user education, shopping, home entertainment and other needs; the sales dimension integrates online and offline multiple channels; and other dimensions such as services, also see its own system. Each dimension consists of multiple features, from the upstream to grasp the core technology, the middle to do a good job of the entire user service, the end to solve the user's "last mile" problem. Looking at the full matrix industrial chain covering 8 links, which is still being built with great effort, it is interlocking and represents the future development direction of the Internet TV industry.
Fu Qiang also mentioned on AWE that “seeing the overall strategy of 2017 is to realize the full deepening of the industrial chain under the full matrix. In 2017, we will still reach users with the full-matrix industrial chain and build a brand-new business model on the entire platform. We will create an open scene in full wisdom to meet the needs of in-depth users of individuals and families, and continue to improve our core competence and competitive advantage. Indeed, in the second half of Internet TV, which emphasizes comprehensive competitive advantage, only full-platform, full-sighted development is available. Industrial chain-level brands with layout capabilities can lead the future. The Internet TV industry will only return to the essence of manufacturing, provide consumers with quality products, and give more added value to products, so as to achieve a win-win situation for both merchants and consumers.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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