The annual 'double 11' approaching, the battlefield filled with smoke, but it is difficult to see the figure of the Internet TV brand .In two years ago, a high-profile Internet brand into the television circle, now no longer scenery, the market share dropped significantly. The impact of price hikes in raw materials, many brands are caught in the 'can not afford to burn' situation, dilemma .InternetTV 'upstart' now is the collective winter, some of the financial difficulties of small brands at any time facing the outgoing.
The old favorites have been frustrated
In the first two years, all parties and forces got together into the field of Internet TV and became a 'fan favorite' in the television circle for some time. However, the good news is not long. Some of these former nobles experienced some twists and turns, while others were experiencing a ' '.
Recently, the Internet TV brand 'Shang Shang' was exposed layoffs, arrears of supplier arrears and other issues.Reporter to 'see still' verify, a staff member confirmed that the company is ongoing staff optimization and restructuring, and explain the reasons Said panel costs rose, the industry experienced the cold, the company business restructuring. '' Look still 'is expected to be announced next month, the adjustment results in the case of not completed the restructuring of the temporary no new products listed at the same time, 'Acknowledged the postponement of the settlement project but said that they were both postponed with the consensus of both parties.
As the industry's 'head brand', the setback suffered by LeTV is almost fatal.Last year, influenced by the crisis of LeTV system, the industry expects LeTV to sell no more than 2 million units this year, only last year's sales of 6 million units One third of this year, as early as this year, LeTV has promised to "save 7 million and fight 8 million units." It seems so far out of reach.
Music in the crisis TV has recently been 'sold themselves' rumors ridden.' Music TV is licking the wound, can continue to live remains to be seen. '' Orville cloud display devices and systems division Cui Jilong, deputy director of the study that Le TV as the two Year accumulated a large number of users, in fact, continue to expand the operation of the opportunity, but music as recently often been involved in a variety of media whirlpool, leading to unpredictable prospects for the world more pessimistic.
A bit of business model does not turn
LeTV, 'see still' behind the encounter of these two Internet TV brands, is the overall industry silence.
Obsessed with traditional TV brand hardware, different quality, Internet TV was born at the beginning we chose a different track - by inexpensive hardware, staking access and user management, content to make money by the beginning of 2015, there have been more than 10 emerging Internet TV brand reached, almost all brands have followed this 'nothing wrong' business logic, backed by capital snatch users.
Data show that in the middle of last year, Internet TV market share was as high as 20%, but the latest statistics show that the market share is only 12% .Le music as the crash, falling storm stock prices, so that the Internet TV business model Questioned.
Since the end of last year, the prices of TV panels have continued to rise, while the panels have accounted for more than 60% of the total cost of TV sets, which has led to a sharp increase in the cost pressure of Internet TV brands. "Many Internet brands suddenly found it hard to burn. Said that traditional brand TV due to have a complete industrial chain, the impact of price increases by the panel is relatively small.Hong Shibin appliance industry experts also believe that after all, the television can not do without the hardware, traditional TV brands turned the Internet, the Internet TV squeeze It is obvious.
In addition, the scale of acquisition of Internet TV users significantly lower than expected, but also gradually lose the patience of the capital. 'TV industry itself is not high concentration, competition is fierce, so many Internet brands broke in, access to users harder.' Cui Jilong Said.
According to the data provided by him, the current number of users, LeTV as the largest number of users, about 10 million, ranked second millet TV is expected this year's annual sales of 200 million units, the cumulative number of users may have more than 400 However, other such as micro-whales, PPTV, Storm, the number of TV sales generally less than 1 million units, the number of users is only a few hundred thousand, which is obviously far from expected.
Who can survive the winter?
Internet TV selling a loss of almost a well-known.Feng Feng Group CEO Feng Xin has revealed that each sold last year, a storm TV, will be a loss of 300 to 400. Rely on content subsidies hardware, although it looks beautiful, but can not escape the loss Reality. Internet TV did not lead to sustained changes in the industry, on the contrary, fell into a survival crisis.
Cost increases, resulting in a loss for each will now have more .If the direct price increases, the lack of brand appeal of Internet TV can not sell out.Cui Jilong analysis, dilemma, basically all brands are going down, try their best to survive To see if there is a turnaround next year.
The industry generally believe that some small brands of Internet TV funds could not hold up, down is not surprising that individual Internet brands now rarely see new products, but also almost no sense of existence.
In contrast, traditional television has launched its own sub-brands in the game with Internet TV, such as Skyworth Cool, Konka KKTV, Hisense VIDAA and TCL Thunderbird. The gap with Internet TV content has been very weak.