Internet TV is just as cold as Beijing's winter weather.Recently, the Internet TV brand is still being exposed TV suppliers owed money, the news of sharp layoffs, reflecting the current status of the Internet TV market.In the past few years, the Internet TV brand Through low-cost hardware, intelligent systems and rich content successfully staking their teeth, but with the LCD panel prices, companies began to bear the price war caused by losses last year, the Internet TV market share was as high as 20% However, the latest data show that only 10% market share, Internet TV's business model is being questioned.
Layoff storm
According to the Consumer Electronics Network reported that there are still Shangxu Shang screenshots will be sent to the Internet platform on the pulse, and said 'look still pull off the fig leaf', ' Forcing employees to leave without paying wages, "" ignoring the debt owed to nearly one billion suppliers, "and other issues. The chaos in the company is evident.
Then look at the response to the Beijing Commercial Daily reporter said that a few days ago the company was reorganized, some of the staff were adjusted, the follow-up progress will be announced in the future.According to see the response to other media, the company did not complete the structure adjustment At the same time, the company admitted to postpone the settlement of the project, but said that they are both in the case of the two sides agreed upon a temporary postponement of the Beijing Business Daily reporter also contacted two of the contacts on the list Marketing staff, each other have said they have left.
Internet TV brand is still attached to the global Zhida, by the Chinese media, Dahua intelligence, Guodong Oriental joint venture to build as CIBN Internet TV hardware platform, to take full advantage of resources to see the future is widely promising, and the exposure The news shows the little-known side of this fast-growing startup.
It is reported that a contract with the advertising agency still said that although the contract has not expired, but a few months ago there is no need to see the promotion still see the second half of the marketing is much smaller than last year, or even the first half At the beginning of November, each merchant was preparing for 'double 11' and saw that conservative operation was chosen and then stabilized after development.
To see the founder Fu Qiang previously revealed that in the past two years, still users have exceeded 3 million by the end of 2017 will exceed 5 million, the cumulative target of 10 million users by 2018. However, the current exposure of the message, can achieve this The goal is still unknown.
Actually, looking at the current 'encounter' is not a case, but a microcosm of the entire Internet TV market. This year, Internet brands that took the form of "small profits but quick turnover and profitable content" have died down.
The fever has faded
Starting from 2013, the gradually emerging Internet TV products, led by LeTV and Xiaomi, set off a boom in the market. Many Internet companies that do not have a solid industry background have jumped onto the river. As pioneers, they have created new brands to attract investors Throwing money, the new brand 'Destructive Enthusiasts', this stage of the television market ushered in the stage of brand outbreak, the industry will also be called the Internet TV 'spoiler.'
Although these companies have the advantages of free availability, short advertising duration, and intelligent systems that can be more feature rich, they can quickly become the darling of the living room entertainment market, more importantly due to low prices. 2015-2016 is the Internet TV brands in the period of the most serious fight, OEM costs, royalties and other costs on the Internet TV manufacturers, began another round of vicious competition, 55-inch TV 2000 yuan, 'You sell TV to send membership, I sell members to send TV ', sell a lose one of the phenomenon in this market has become the norm.
The good news is not long, the time comes 2017, Internet TV brands this year, the days have become difficult, quite a bit ups and downs of the sense of loss.
Liang Zhenpeng appliance analyst said that the characteristics of the development of Internet TV is qualitative and low prices, consumers have formed a perception of Internet TV, if not the price is low, there is no reason to buy, but this year, the Internet TV brands can not afford to lose gradually From the first half of 2016 to the present, LCD panel prices soared, according to different sizes rose 50% -100%, while LCD panels accounted for more than 50% of TV manufacturing costs accounted for. 'But the machine manufacturers did not like Panel makers so much so much, only up 10% -20%, the direct result of the machine manufacturers profit margins decline.See the present situation and LCD panel also have some relationship.
China Electronics Chamber of Commerce Deputy Secretary-General Lu Renbo yesterday held in the '2017 China Flat Panel TV Industry Conference' said that blinded Internet TV market share of only 10% of foreign brands accounted for 15% of the domestic color TV brand is still the main possession of 75% market share.
In addition to LCD panel up reason, Lu Renbo pointed out that the deterioration of the Internet TV brand also because of the lack of an effective supply chain Internet TV companies, their own no voice; mainly rely on capital financing, product manufacturing capacity is almost zero; the crisis of confidence triggered the user to buy cautiously , Resulting in a vicious cycle; products, content serious homogeneity, lack of innovation, profitability fragile.
Data show that as of June 30, 2017 Stormwind (the main storm TV company) net assets of -236 million, a loss of 358 million yuan in 2016. Coupled with January-June 2017 loss of 129 million yuan, only In 18 months, Storm TV lost nearly 500 million yuan.
After the resumption of strategic restructuring from July this year, nearly five months after the suspension, the Storm Group announced on December 7, Storm Group subsidiary Marshal intended to introduce investors Dongshan precision, such as East Xin Hao, both parties intend to invest 400 million Yuan subscription storm commander new registered capital of 467.84 million yuan, each 10.53% after its capital increase shares, the storm commander added a total of 800 million yuan capital increase.
However, according to Storm Group CEO Feng Xin said the amount of the financing did not completely cover the storm TV losses, storm TV is expected to achieve corporate profits in 2019. Feng Xin had previously disclosed that each sold last year, a storm TV, loss 300-400 yuan. Rely on content subsidy hardware, although it looks beautiful, but can not escape the reality of loss. Internet TV did not lead to continuous change in the industry itself fell into a survival crisis on the contrary.
Market reshuffle
China Video Industry Association data show that in the first half of this year, TV retail volume of 21.81 million units, down 7.3%, the estimated annual sales of 47.92 million units, down 5.8%. Exports also fell, according to customs statistics, this year From January to May, China's color TV exports 26.62 million units, down 6.1%.
In Liang Zhenpeng view, the overall decline in color TV market, not only Internet TV, all color TV manufacturers are not good days, and even some of the original high-end brands have begun price war, he believes that in the future there will be more than half of the Internet TV brand will be Eliminated, the industry reshuffle is about to begin.
In the game with Internet TV, the traditional TV manufacturers have also launched their own sub-brands, such as Skyworth cool, Konka KKTV, Hisense VIDAA, TCL Thunderbird, equipped with intelligent systems and film sources, this time the so-called 'Internet TV Officially from a product into a concept of everyone playing, TCL, Hisense and other manufacturers of intelligent transformation of the gradual completion of the products, Internet TV brand manufacturers living space has begun to become smaller and smaller.
In other words, the advantages of Internet TV by traditional manufacturers to quickly absorb and absorb, product advantages have gone, and its disadvantages of production capacity and channel capabilities also highlights, became their deadliest point.Although like micro-whales, millet The systems of other vendors are still competitive, but with the efforts of 'traditional vendors', the gap will inevitably become smaller and smaller.
At present, the crisis of Internet TV is difficult to solve. Unless the high-end transformation, with the advantages of differentiation and technology, distinctive products and brands can survive in order to form the brand premium ability to get rid of the impression of quality and low price, which Internet TV is the real way out, the price war is not the way out of Internet TV. Liang Zhenpeng said.
In fact, since the upstream panel makers prices, including music, popular Internet vendors have begun to find ways to deal with which music as part of the model price increase of 100-200 yuan, while the popular is directly that the popular future will not do Low-cost Internet TV, the implication is to go high-end road, and increase the construction of offline channels, for the year to complete 9000 offline physical store layout, product sales through the channel to boost sales.