The annual "Double 11" big push approaching, the first two years of high profile into the TV circle Internet brand, affected by the music storm, no longer dumping low, back to normal prices .In the past, "upstart" have returned to rational, micro whales technology Li Huaiyu CEO believes that the industry is entering a period of rational construction, break through innovation and borderless integration and development.
Recently, the Internet TV brand 'Shangshu' was exposed to layoffs, suppliers owed payment problems and so on.Reporter to 'look still' verify, the staff confirmed that at this stage the company is ongoing staff optimization and structural adjustment, because 'the panel Rising costs, the industry experienced a cold, the company's business structure adjustment. '' Look still 'is expected to be announced next month, the adjustment results in the case of not completed the restructuring of the temporary absence of new products listed at the same time,' see Shang 'admitted to postpone the settlement Project, but indicated that they were all postponed pending agreement by 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 early this year, LeTV had promised to "protect 7,000,000 and strive to 8,000,000 units," and it seems that it is far behind.
Business model is not playing it?
Not long ago, Prism interviewed Janet Yau and asked whether the good Internet TV business was affected by music's other business operations, and whether Jiaoyuan regretted it. Jia pointed out that before reviewing from doing TV content to making TV hardware, The battle of the year was a win and in almost a few years changed almost the entire traditional television industry, but he regretted that he was 'rhythmically wrong' if the television was made, made a cell phone, or made a television , Do not do mobile phones, then cars, it will not be passive as it is now.
Some people say that Jia Yunting is ambitious. Actually, as long as the television industry has a large enough business scale and can make businesses worth hundreds of billions of the market, Lao Jia thinks it is not enough. Letting TV take three years has become The largest player in the Internet camp, but did not convert this potential into a strong competitive basis, but the pace is too big to the egg, the resources are scattered.
Unlike the traditional TV brands that are dedicated to hardware and quality, the Internet TV was selected at the beginning of a different track. Since 2015, more than 10 emerging Internet TV brands have been involved in the revolution to transform the traditional low-gross margin industry Internet TV has brought a fresh air and many young families have fallen in love with watching television again through the 'Internet' of television sets.
The data show that the market share of Internet TV was as high as 20% or so in the middle of last year, but with the falling of LeTV and the drop of storm stock prices, the price of TV panel continued to rise, causing the cost pressure of Internet TV brands to suddenly increase. Because of its complete industrial chain and traditional channels, the brand lacks content and is not good at hardware and software development. However, as any emerging development will be hit, the TV industry itself is not highly concentrated and the competition is fierce. Driving change in this area can be difficult.
Who can survive the winter?
Internet TV selling a loss of almost a well-known.Feng Feng Group CEO Feng Xin has said that every last year to sell a storm TV, will be a loss of 300 yuan to 400. The industry generally believe that some small brands of Internet TV funds could not hold, It is not surprising that individual Internet brands now seldom see new products and have almost no sense of presence.
However, the Internet camp but with the new retail sales of millet, while the maintenance of micro-whales CEO Lihuai Yu believes that today is somewhat similar to the era of 2000, the Internet bubble burst chicken, but after the industry will usher in the Phoenix Nirvana At the moment, the entire industry is in a period of rational construction.
In the future, between TV companies, the important thing is not the production capacity but the familiarity and innovation capability of customer applications. In this regard, the remaining three micro-whales and millet, which are the top three Internet TV companies, are well aware.
'We work harder on hardware, software and content and serve our customers through technical innovations such as artificial intelligence.' 'The positioning of micro-whales will not be like other brands, the pursuit of cost-effective, even in such foreign brands as Sharp Sharp Bargain, millet lowered the deployment of cheap 4A TV, micro-whales still choose to compromise on quality, but to a better life, high quality, mainstream price, better products, like luxury goods do the same TV.
At present, such cooperation between traditional TV manufacturers and content manufacturers is based on the cooperation of different parties, and each of them intends to control the content and eventually endanger the user experience. Most of the traditional manufacturers do not have content genes, and micro-whales are made from the media and user experience so that User more and more viscosity. 'Lihuai Yu revealed that the activity of users of micro whales is double the number of traditional home appliance manufacturers, users watch the data is the best time.
Internet TV also has a very large product innovation space, from the customer closer to the development of innovative applications for users to survive enterprises, rather than the past, strong production capacity, price control is good, we can grow the era of deep OTT services, Big data, AI and other fields, so that the hardware business to take the path of differentiation and development, micro-whales such science and technology enterprises in the trend of consumer upgrades innovative thinking.
'As the United States delegation comments Wang Xing said, the mobile Internet is entering the second half.' Lihuai Yu said: a better life in the new era, the family must be a very important part of the young children grow up on the Internet, micro-whales will be in the home Internet and Home entertainment Deep plowing home entertainment industry with AI, VR and other artificial intelligence technology to serve more users, our vision 'to make the family more AI', has become a leader in the field of home entertainment products continue to have good.
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