Last week, EZZY, a shared car, was declared bankrupt, and outside the shared economy, the development of an Internet TV company seemed to be troubling. Coincidentally, the founder of the company was also called Fuqiang.
CAN Watch TV was established in 2015 and released its hardware products in May of the same year.It belongs to Global Zhida Technology (Beijing) Co., Ltd., which is a self-owned intelligent terminal brand of China National Radio and Television Network Ltd. Global Zhida Funded by China Wen Media, Dahua Intelligence and State-owned Assets Background.
However, the Beijing Internet TV company dressed in 'national team' recently exposed the negative news of layoffs, defaults on suppliers and even internal management turmoil.
Sina Technology on the matter call to see still founder, Global Zhida President Fu Qiang, he admitted the company recently undergoing personnel adjustment and optimization of the news.However, when Sina science and technology further inquiries such as layoffs and other news, he has to 'public relations Caliber 'refused to interview.Second, see the public relations department still said Sina technology, the company does have optimization and adjustment of personnel, but there is no strict sense of proportion.
In addition, it is also acknowledged that the postponement of the settlement of the project funds, but are in the case of the two sides agreed to cooperate with the temporary postponement of the company's restructuring, is expected to be announced in December this year.
A contract with the advertising agency still said Sina technology, although the contract has not expired, but a few months ago, there is no need to see promotion yet. Coincidentally, still the official website of the latest news, but also ended in April this year New product release.
To be sure, the marketing in the second half of the year is far less than last year or even in the first half of the year. In early November, each merchant was preparing for a double 11 and saw that it chose conservative operations and then stabilized.
In fact, this is not the case, it can be seen as a microcosm of the entire Internet TV 2015 is the Internet industry's most watched TV companies, and with the end of 2016, color TV panels and other raw materials prices soaring, Sales, content profit 'model of the Internet brand, also have died down.
'Look at him from the Zhu floor'
The Internet industry has been involved in the field of television manufacturing, starting with the Internet TV box, an Internet box that provides access to Internet resources and a quantum leap in the amount of content compared to traditional cable TV set-top boxes.
And vigorously purchased countless copyright music Watch, homeopathy also began to expand the content of the play scene, was officially launched in May of the first generation of super-TV .Mill followed, also in September the same year launched a TV product, since then also pull Opened the prelude to Internet TV.
Since 2013 the domestic TV industry sales (data from Albatron cloud network)
2014 is not optimistic about the color TV industry.Data from Aowei Cloud Network show that in 2014 the domestic TV sales 44610000 units, down 5.6%, color TV industry for the first time in 30 years negative growth.
This year, Li Dongsheng, chairman of TCL, once lamented: In 2014, the TV market dropped by 7% from the same period of last year. From the beginning of color television, the Chinese market has never been so great, and the inflection point of television industry has arrived.
TCL Group Chairman Li Dongsheng also lamented: In 2014 the color TV industry market fell 7%, from the beginning of color TV to now, the Chinese market has never declined so much, TV manufacturing inflection point has arrived.
Affect the TV sales in 2014, there are many factors such as policy regulation, unsalable real estate, among which the most important one is the rise of the online video industry and the impact of multiple usage scenarios such as mobile phones and tablets.
In 2014, the combined Youku Tudou won net income of Rmb4bn, up 33% from the same period in FY13, and Iqiyi and Tencent also began to increase their self-made drama and copyright investment. Data show that in 2014, only the third quarter, the market size of nearly 7 billion yuan, an increase of 9.3%, an increase of 83.2%.
The Internet TV, but also catch up with the rapid development of online video train.Avi data show that although the color TV industry environment in a downward trend, but the Internet brand TV market share from 1% in 2013 soared to 6%, music Also squeezed into the top ten domestic market share this year.
The marketing of the music video millet brought a new gameplay to the less active TV market by rapidly expanding the market with relatively low profit margins and then attempting to make profits in the content operations.This mode of operation was adopted by the major traditional vendors and entrepreneurship Since then, Internet TV ushered in the outbreak.
2013-2016 Internet Brand TV Market Share
Ovid data show that the Internet TV market share of more than 10% in 2015, soaring to 18.9% in 2016. As a practitioner, the most insane impression when the weekly brand of television released, or even a few weeks a week Brand at the same time release products, music and even do a month and new products.
However, the good news is not long. In Japan, South Korea and China Taiwan, earthquakes occurred one after the other. With the combination of natural disasters and huge market demand, the prices of upstream display panels and semiconductors surged rapidly. The entire television industry experienced a two-year revival after 2015 and 2016 Sharp down again.
Shuffling Internet TV can come out of the quagmire
Recently, news of the retreat, the one hand to build a super TV LeTV Liang Jun, throws an open letter early this year on the market macroeconomic made four judgments:
First, in recent years, a large number of new Internet brands entered the smart TV market that has been lacking effective growth in various names, and overdrafts sales in the coming years ahead of schedule. Second, the entire television industry is faced with the problem of rising raw material costs and the overall television product Thirdly, the adjustment of China's real estate market will continue for a period of time, and the sales of television products will not be effectively stimulated by the real estate industry. Fourth, the consumption structure will be upgraded to medium and high-end, and Chinese users Need is no longer a low-cost products, but high-quality products.
Subsequently, the declining sales of television also confirmed Liang Jun's judgment.Ovanyun cloud network data show that in 2017 the first quarter of color TV industry sales fell 5.8% year on year, the second quarter fell 9.5% year on year, the third quarter with the same value Even fell to 12.9%.
The WitsView data show that in April this year, the peak panel prices, the price of all sizes than in July last year, prices have increased by more than 25%, especially the price of small size panels, 32-inch LCD panel average price rose nearly 40%. The most important is the main low-cost, and strive to expand the market Internet TV.
In addition to watching, LeTV because of the collapse of the Empire, sales of only 1.5 million in the first three quarters of this year, and far from last year's 6 million; and TV as the strategic layout of Storm TV a serious loss, stripping the main listing, difficult financing, making it Has been carrying "the next music" public opinion pressure; investment in Konka, sponsored "China's new song" of the micro-whales, this year also adopted a relatively conservative operating strategy this year, the only increase of millet television, the global market share has only increased 0.4% (Albatron cloud data), not enough to carry the banner of the Internet brand.
So apart from the cost of natural disasters, the Internet TV brand lost where? Supply chain weakness and the lack of core technology is the main reason.Throughout this year's global TV shipments of the top three Samsung, LG and TCL, Behind all There are Samsung panels, LG Display and Huaxing Power support sharp rebound in Sharp this year, there are many lines of credit behind.
The lack of display technology allows the Internet brand in the high-end category can not compete with the traditional brand to hit a beautiful turn for the Sony, for example, although they do not have the LCD panel production capacity, but in the optimization of the display is to Unrivaled realm.In the television industry, the concept of independent control of backlight partition is first proposed, and its products are marketed earlier than other brands for more than one year.In addition, Samsung is also the industry leader in quantum dot technology and LG's research and development of OLED panels.
Internet companies catch up with the wave of users switching from non-smart TVs to smart TVs, but their ability to solve them has not been enough to allow these brands to catch up with the development route from good to bad.
Internet television has experienced a period of change from Xing to decline, in fact, is not meaningless farce.Its revelation to the industry, not limited to Skyworth, Hisense, TCL respectively launched the Internet sub-brand cool open, VIDAA, Thunderbird, It also makes the traditional manufacturing industry understand that making television is more than just assembling hardware, software and content.
But at the same time, when the traditional enterprises began to build the content ecosystem, and the contents are provided on the similar circumstances, the advantages of the Internet TV brand into the situation has become inevitable.
Recently, WitsView announced the October TV panel prices, large-size panel prices have stabilized, while the small size began to fall.Dimi-based manufacturers, also recently announced 32-inch millet TV 4A cut prices to $ 1000. But the industry is generally In the opinion, the low profit associated with the low price strategy is low. Although the smart TV can be subsidized by the software service revenue, the current domestic consumers' willingness to pay for resources is generally low and does not generate enough benefits.
Judging from the TV product pricing alone, today's smart TV is not as low as last year's level.With the 32-inch products that Xiaomi TV has just cut prices, the price of 999 yuan may only be one when the price war last year was hot Taiwan 40-inch TV bare metal prices, while the current 43-inch TV prices are generally around 2,000 yuan, still higher than the same period last year.
In addition, the price war also overdraft consumer purchasing power.Ov the cloud network data monitoring shows that during November, the domestic color TV market, total sales fell 15.6% year on year after the price cut the first large-scale holiday promotions, but still did not reverse At present, the decline of the smart TV market in the context of consumer upgrades, the effectiveness of price war can only get smaller and smaller.
The next transformation of the television industry, may have to wait for artificial intelligence, smart home really landing.