In September for the music TV, the original should be the most important month, but the result is particularly 'low-key' and 'desolate'. With the September promotion came to an end, the pattern of Internet TV has also been rewritten.
For the home appliance industry, known as 'gold nine silver ten' argument. Since 2012, as the first launch of the '919 Music Festival', in the domestic color TV industry set off waves, then '919' has been China's color TV industry promotional carnival festivals. As music as the launch of electricity business section, look at the annual promotion cycle point of view, second only to Ali's 'double 11', Jingdong '618', can be considered by the enterprise launched, affecting the industry's third largest commercial shopping section The
However, this year in September, the color TV industry to promote the music is no longer the protagonist.
The financial dilemma triggers a chain reaction
The whole outside can hear is that on September 12, the new music as announced the launch of '919 Super TV Day' to replace the previous main 'buy a member To send the hardware 'fans electric business section.
"The new 919 is an important step for the new music to try to change, and the new music will be transformed with LePar in the future of the new retail, without a substantial subsidy of 'new music' and 'new 919', press release After the release, the market did not set off any waves.
Analysys analyst Zhu Dalin said that the reason why this year low-key, or financial dilemma caused by a series of problems, 'upstream suppliers are aware of music as the financial situation, no one to credit it, so in a state of no goods to sell.
Another television industry veteran said the shortage of funds this year triggered a series of problems, such as channel operators lost confidence in the music, the first half of the year there have been a large number of channels to switch to other brands.In addition, lack of funds led to music Watch no longer buy exclusive content and Distribution of self-made programs, music Watch no longer have their own characteristics, a greater impact on the user.
'Music as the lack of video content, led to the loss of users.' Zhu Dalin said.
At the same time, because of financial dilemma, music as this year there is no longer engage in high subsidies, do not do large-scale marketing, the attractiveness of the user to buy naturally down.
I remember last year's '919 fans electric business section', music as Jiangsu TV to do a grand live, invited a large number of stars to the scene, creating a small record: 15 hours to sell 576,000 TV.
This year's 919, the new music as only a September 12 release, and then never see the following. As for sales, the industry told to understand the notes, the whole September, music line of sight sales should only about 50,000 units, While the line of the situation is more optimistic.
Funds lead to a series of problems, no goods to sell, no marketing, unable to subsidize the user, there is no good content to see, suppliers wait and see, channel business anti-water, domino chain reaction caused by music TV situation is very optimistic.
In accordance with the past common sense, holiday promotion music must be the first in the Internet brand TV, and is far ahead, but this year gone this situation.
Only to '919' this week sales point of view, according to the Ovilvy "net AVC color TV - the overall TV online retail market monitoring weekly data report" shows that the first 39 weeks 2017 (September 18 to September 24) Of the situation, music as sales are not in the top ten, sales barely squeezed into the top ten
In fact, since this year, music TV shipments have been in decline. Understand the notes through the data in China Yikang that music TV sales in January to July accounted for more than 50% year on year decline; '618' To promote sales during the year down 57% last year, this year 919 should be their own home, but it is complete defeat.
Music as abdication, millet storm 'snatch' share
In the music as television so much decline at the same time, the market space revealed. 'Music as the financial problems have had a great impact, the original holiday to promote their sales are ranked first, but now to the millet, the storm to seize the gap to seize the market 'Zhu Dalin pointed out.
We look back on the smart phone market, in 2015, 2016, Samsung in China's high-end market, the rapid decline, when the momentum is fierce millet, but because there is no High-end products launched, did not grab this piece of cake.
The opportunity to leave Huawei because of the momentum of sales is very fierce, when the Huawei Mate series and P series just can replace Samsung's high-end products, so Samsung left most of the high-end, business market, Huawei was all in the bag. Opportunity, but also laid for two years after the continued explosive growth of mobile phones in China.
As the current data, millet and storm are beneficiaries. According to Oviedon network 39 weeks (September 18 to September 24) sales monitoring Look, the top ten list only two Internet brand TV, one is millet, the other is the storm.
Millet TV just launched in the first half of the highly competitive 4A series.According to the Sino-Yee data show that in 2017 1 ~ 7 months millet TV line sales rose 91.2% year on year, rapid gains in the September this promotion During the festival, Jingdong, Lynx, Suning and several other major platforms on the millet TV sales are ranked first.
July 2008 announced the establishment of the Storm TV is the Internet field of the new army, in April this year, after rising TV prices storm continued to grow.
In fact, today's domestic Internet brand TV as a whole is experiencing a tide, not only music, many brands of the market 'volume' are reduced.For example, cool TV, online sales fell 47.1%; another year, such as huge investment in marketing micro Whale, this year's market action is also a lot of small, in the various promotional section of the figure is not active.
The industry insiders told us a status quo, many Internet TV brands, sales over the past two years rely entirely on brand investment as a support, is playing a new brand in life and life from the market rules, this play is difficult to long, so This year the Internet TV brand at low tide.
The industry generally believe that this year the domestic Internet brand TV to the shuffle period.
The new changes in Internet TV
Change of internal factors is not only the Internet TV market share of the consumer, but a deeper level of change.
First of all, the Internet brand TV is out of the subsidy era.It can be said that music is the Internet TV category pioneer, but also created a subsidy (hardware free) new play. Past music as a member of the promotion of subsidies, hardware bundles Of the way, in the industry is known as 'double loss': to bundle the price of the way, the hardware and members of the two business is a loss.
Music watch TV products are good, but really let music as a short time to obtain a high market share of the most important reason is 'double loss'.
Under the leadership of music, Internet TV this category began to fall into the subsidy war.Industry estimates, micro whale because of the huge external advertising investment, 2016 to sell an average loss of 800 yuan TV, storm TV2016 with up to 400 yuan. Millet TV loss of the situation is unknown, but millet inside the requirements of millet TV is 'no loss in 2017', can be seen before the subsidy pricing.
With the gradual withdrawal of music as television, but also with the Internet TV companies gradually mature, the benefits of subsidies to ease the healthy development of self-hematopoietic is the industry and the user is valuable.Then the next year, is the Internet TV really Strength of the contest.
Millet TV CEO Wang Chuan also said: 'Millet TV pricing (based on) is not how much money, how much pricing.' Can be seen that millet this year's pricing will not continue to lose money play.
Followed by the major players in the market competition will be technical innovation and operational capacity.