Since the beginning of this year, the vast majority of Internet TV brands have changed their profile to "high profile" in previous years, and their market share has started to decline. On December 18, the "2017" jointly organized by China Electronics Chamber of Commerce (CECC) and China Institute of Electronics Standardization (CESI) Year (Thirteenth) China Flat Panel TV Industry Conference 'released a data: in 2017 the overall share of Internet TV brands fell to 10%.
As a result, many media questioned the brand of Internet TV, and more media claimed that "only 10% of the market share of Internet TV is really a dead end." In fact, the Internet TV brand has been controversial ever since its birth. Some time in the media, there will be 'Internet television brand reduced', 'Internet TV brand to the demise' and other voices of doubt.
In my opinion, the speech of "Internet TV is dead end" is arbitrary and not objective. In 2017, although many Internet TV brands are being eliminated from the market, these brands are still in the stage of product innovation, technology research and development, channels and operation modes There is obviously inadequate.Therefore, these brands are eliminated is the inevitable result of market upgrading and transformation.Of course, there are advantages and disadvantages of the inferior, millet television is an exception, its sales surge soared this year alone, hold up the banner of Internet TV brand , In the TV market sparkling.
Tear off 'low-end' 'cheap' label, millet TV industry innovation led the trend
For a long time, the Internet TV brand has been labeled as 'low-end', 'low-cost' label, leaving a stereotyped bad impression in the minds of consumers .Therefore, many consumers in the purchase process, the Internet TV Brand attitude is more conservative.
Admittedly, there are indeed many problems when Internet TV brands enter the market, but after several years of development, the Internet TV brands have made major breakthroughs in product innovation and technology research and development and have begun to tear down the 'low' End ',' cheap 'label, to the high-end, intelligent development. Millet TV is the most typical representative.
In product innovation, millet television to create the industry's leading millet TV 4, which has the ultimate ultra-thin 4.9 mm body, using the industry's first amount of split design, metal wire drawing process, the arts and crafts into the product which Meanwhile, the millenium TV, which is 65 inches in size, is the first in the industry to adopt the Dolby panoramic sound system to create a cinematic audio-visual effect.
In addition, millet TV vigorously improve technology research and development capabilities, and constantly upgrade the artificial intelligence system to create a differentiated technology advantage.Xiaomi TV equipped with PatchWall artificial intelligence system, not only to achieve artificial intelligence television generic 'what I want to see what to see , Who starring 'and other voice command search function, but also has a unique visual recognition capabilities, users can say a picture or bridge after the relevant content search, which is currently the vast majority of artificial intelligence TV brands do not have . Moreover, millet television also has the depth of learning ability, users can use the process, learning content and user habits, to provide users with more precise command search and content recommendation.
Innovation leads the revolution.Xiaomi TV, with its product innovation and powerful technology research and development capabilities, has boosted the industry's high-end and intelligent transformation and set off the trend of innovation in the industry.
New retail under the 'new trend', color TV industry to accelerate the change of channels
Online channels are the main battlefield of the Internet brand competition.Many Internet TV brands, while cooperating with the e-commerce platforms such as Tmall, Jingdong and Suning, Started self-built mall to ensure the channel advantage of online platform.
For millet TV, the advantages of online channels is obvious.Xiamen TV, both Lynx, Jingdong, Suning and other e-commerce platform support, but also millet mall, a product such as self-built mall resources, which also makes millet TV Sales surge contrarian, hit record highs.
According to AVC omni-channel push total data, the sales volume of color TV in January-September 2017 decreased by 9.2% YoY, while that of Xiaomi TV increased by 99% YoY.
For example, millet TV won the first place in the overall online sales volume in double eleven with a 5-year increase in sales volume. According to the online retail monitoring data of China Wellcome, In the twelfth week of the week, the retail sales volume of millet TV line increased by 236.6% from a year earlier, accounting for 47.0% of the online TV market share of the internet TV brand.
Although the online channel is very important, but offline channels can not be ignored.After all, the proportion of offline channels still quite large.Xiaomi TV beachhead new retail sales, while maintaining rapid growth in online sales at the same time, began to expand offline channels .
The use of online, offline, logistics, a combination of the new retail business model, millet TV vigorously build millet home offline store.Currently, millet home offline store number has more than 200 stores, and next year, millet The house may open another five or six hundred.
At the same time, millet television and Oriental Shopping reached a cooperation to develop television shopping channels, millet television have more opportunities for consumers through the television shopping platform.
Based on the online channels, millet television has been speeding up the layout of offline channels and developing channels for television channels. The three-pronged approach has formed the omnichannel advantage of interconnection and interaction and accelerated the channel convergence and transformation of the TV industry.
'The content is paid' habit has become, millet TV remodeling color TV business mode of operation
Starting from the second half of 2016, the prices of upstream LCD panels continued to skyrocket, making the production costs of color TV brands increase, shrinking the profit margins and unsustainable operation mode of pure hardware. At the same time, the user's habit of paying for content gradually formed , More and more people are willing to pay for good 'content resources', and 'content realization' has become a new way for color TV enterprises to make profits.
Therefore, millet, cool open and other Internet TV brands, have cooperated with the various video giants, access to a large number of content resources.For example, millet TV, millet TV content in an open, win-win cooperation mode, full access to love odd Arts, Tencent video, Sohu video, PPTV video giant's entire content of the four, to lay a 'pay for content' service base.
Wang Chuan, co-founder of millet company and head of millet television once said: 'millet mode is a tip mode', millet TV to hardware and content well, to the lowest price sold to users, users feel good to reward a few Money, add up.
Today, millet TV and millet box sales exceeded 20 million units, the daily activity of more than 10 million units, and the cumulative total number of video APP activation exceeded 60 million in 2017. The huge user base, making millet TV 'tip mode 'Realized the real profit.
At present, millet television has been used with member fees, shopping expenses, game purchase fees and advertising, such as 'tip', not only for their own profit, but also for the cooperation partners has brought good benefits in the December 1 on the fifth During the China Network Audiovisual Conference, Wang Chuan said that in 2017, millet television will divide content manufacturers into 300 million. Next year, millet television hopes to continue its efforts to bring about 450 million revenue shares to content manufacturers.
Millet TV profit-making mode, the TV industry's traditional hardware-only profit model had a huge impact, remodeling the color TV industry's operating mode.
Looking back at 2017, the Internet TV industry has undergone a series of dramatic changes. In particular, the crisis of shortage of capital chain broke out in LeTV Super TV and its market share has dropped significantly. Many media outlets have been exposed such as the mass layoffs and management chaos. Singer bad Internet TV industry.
The author believes that the survival of the fittest is the only way for the transformation and upgrading of the industry, some brands can not keep up the pace of development of the industry, is bound to be eliminated.After a major reshuffle in the industry, the Internet TV brand will tear down the 'low' Cheap 'label, to promote the healthy development of the industry, driven by the millet television, next year will usher in a new round of market climax.