Starting from 2013, LeTV and Millet led the gradual emergence of Internet TV products, which set off a boom in the market. With the availability of online video resources, Can achieve richer features and other reasons, quickly became the darling of the living room entertainment market.
Millet television earlier reached the market
But the good news is not long, the time comes to 2017, Internet TV brands this year, the days have become difficult, quite a bit ups and downs of the sense of loss. So what is the reason, just four years to allow Internet TV, this What is happening in the market where the new television type that has just emerged is rapidly declining? The television market, which brought the 'second spring' by the Internet concept,
Internet TV has become the darling of the market by virtue of its excellent system and film source advantages
Internet TV set off a living room entertainment revolution
That Internet TV is a product is clearly not appropriate, and now we are more inclined to see it as a concept, the concept of television so that the 'old stubborn' out of the traditional cable signals, let the network give it Fu Can bring more flexible programming resources and enrich consumers' entertainment life.Since then, after computers and mobile phones, television has also reached the network platform, and we truly realized the 'multi-screen interoperability'.
Internet TV to join people to truly multi-screen interoperability
Everyone has to admit that the birth of the concept of Internet TV is transformative for the television industry, a revolution that has a direct impact on markets and people's habits, so that television usage, once forgotten in the corner, soared The TV market, which has become more and more serious, has become another important traffic economy carrier under the guidance of the Internet economy.
Since 2013, Internet TV has changed the television market from the Red Sea to the Blue Ocean, and the Chinese television market has also witnessed a brand outbreak. So what have Internet TV experiences gone through these years?
Three key words: spoiler, change, vicious competition!
Internet TV product explosion In 2014 to 2015 two years, at this stage this market has just formed, many non-entity industry background Internet companies have jumped the river, as a pioneer to create a new brand, attract investors throwing money will be The new brand 'Destructive Enthusiasts', this stage of the TV market ushered in the stage of brand outbreak, the industry will also be called the Internet TV 'spoiler.'
Many new-born Internet TV Internet users, with the advantages of system and video resources, fiercely bitten a large piece of meat in the traditional TV manufacturers, but the 'spoiler' do not have the production capacity, Internet TV manufacturers They look for OEM products, program resources to buy, copyright to pay, they are deeply affected by the Internet traffic economy, vain attempt to sacrifice product profits quickly take the amount of flow, so that its products into the flow of imports, the formation of a large base, and then advertising Earning "soft profits." So a price war begins.
From 2015 to 2016, the Internet TV brands struggled the most seriously. Internet TV manufacturers, which are responsible for various costs such as OEM fees and royalties, started a vicious round of competition. More than 2,000 TV channels Bucks, you sell TV to send membership, I sell members to send TV! The phenomenon of selling one lost one in this market has become the norm.
The reason is very simple. As we all know, television is a product with a high service term. If you do not keep consumers in the early stages of the new type of product replacement, then the future will be even more difficult to develop. Therefore, there is a lot of interest in the television market Phenomenon, the nascent Internet TV manufacturers, began to fight financial resources, 'knives bloodshot' competition, each knife are tied to themselves.
In the meantime, the "traditional vendors" that have the strength and hold factories and materials channels have also completed the evolution to the Internet and equipped with intelligent systems and film sources. At this time, the so-called "Internet TV" officially changed from one product to At the same time, by 2017, the intelligent transformation of the products of TCL, Hisense and other manufacturers will be gradually completed. The living space of Internet TV brand manufacturers will also start to become smaller and smaller.
Murderer: TV industry highly mature 'homogeneity'
After more than 100 years of development, the TV product has become a highly mature product line. The domestic color TV market has undergone more than 40 years of development since its establishment. For example, Hisense, TCL and Skyworth, Raw materials to the production line to the downstream sales channels and many other resources, but these resources are beyond the reach of the Internet brand, after the concept of Internet TV changes, television products once again ushered in a high degree of homogenization period.
Have to say that a few years ago just outcropping of Internet TV, the advantages of traditional manufacturers quickly transformed to absorb, its product advantages have vanished, and its disadvantages of production capacity and channel capabilities to highlight it, and become their fatal It is true that systems such as micro whales, cool khok, millet and other manufacturers are still competitive, but with the efforts of 'traditional manufacturers', this gap is bound to become smaller and smaller.
Key words: high-tech content, high homogeneity, low replacement rate
As mentioned earlier, the high service period of TV products also leads to the slower replacement of users in the hands of the same products are high homogenization - mobile phones, but because of its high replacement rate mixed with the wind and water , Many manufacturers can get a share after entering, enjoying themselves, this is the TV can not do.
In the competition of the TV product group, high-cost panel raw materials are destined to be unfit for price war. Internet manufacturers have no panel manufacturing capability and how to deal with panel supply or production capacity. 'Traditional manufacturers 'Let it go? Not to mention the hands of others there are years of steeped in technical strength.
The so-called technical strength, that is, the ability to adjust the panel, TV is undoubtedly the display technology, one of the highest requirements of the product line, which also resulted in television products, a very high degree of depth in the upper and lower products, with the flagship machine a few million, Low-end machines a few thousand dollars, bringing a very different effect, is the pursuit of consumers, for example, sales of millet TV 4A explosion, which is a main pro-civilian market products, while the relatively high-end but also more expensive millet TV4 is rarely interested, have the same money, why do not we buy Hisense, TCL, and even Sony, Samsung?
Finally, two sentences:
After the homogenization of attributes such as smart systems and network sources, Internet TV manufacturers have come to a very awkward position. Some traditional and traditional industries have technological and industrial strength, but they do not. However, some of them have the advantages of system and film sources, 'Traditional vendors' are already in place, and Internet TV has lost its competitiveness in highly homogeneous markets.