In 2017, the television industry experienced a "painful" year, the high-end defense line of joint-stock brands 'sticking to' and the traditional brands 'doing nothing,' and the internet brand is almost 'mass killed.' Interpretation Review 2017 TV Industry, Looking to 2018 Upcoming.
2017 TV industry overview
In 2016, the total sales volume of China's color TV market exceeded 50 million units, breaking the historical record of the total sales volume of China's color TV in a single year. The situation is excellent. Various research institutes 'homeopathy' predicts that the TV market will continue to grow in 2017. Some testing agencies even give Out of 56 million units of accurate data, one can say 'the whole industry feel excited', so confident TV manufacturers are horsepower to prepare for 2017 crazy.
2017 is the best year for China's high-end TV market
Contrary to this, the first quarter of 2017, China's color TV market fell 11%, a direct result of Hisense, TCL, Skyworth three major domestic TV brand inventory explosion, the performance of other TV brands also miserable performance worse than the first half of 2017 upstream The price of LCD panels triumph all the way, huge cost pressure in front of the major TV brands have to slow down the pace of production, difficult to clean up inventory.
Joint venture brand, to give up the strategy to win by volume, with the technical advantages focused on the high-end market.Samsung, Sony, LG Electronics has a very powerful TV products, the overall strength of these products is still the highest level in the industry. Sharp rely on 'quite unreasonable 'The price rushed to the top five positions in China, Philips announced the OLED strategic plan at the end of the upcoming 2018, the joint venture brand will still be the main high-end market.
Many people do not realize that LeTV is the "backbone" of Internet TV
For the Internet brand, LeTV's 'Collapse' was a 'huge bad thing' for the entire Internet TV as if it had lost its backbone and the momentum was unsustainable. Despite the outstanding performance of the millet TV market in 2017, it relied on ultra-low-end products and Ultra-low-end prices, are entertaining, completely failed to take the lead.Xiaomi TV's low-end strategy success may bring the entire Internet industry to the abyss, hand over the full discourse to the traditional TV manufacturers.
Next, we must first say that the Internet TV brand ... ...
Internet TV brand - 2018 facing the "testament to life and death"
Four years ago, when the traditional TV turned out to be getting lower and lower rates, the acute Internet companies found an opportunity to enter the industry. The Internet TV brands led by LeTV and Xiaomi rekindled young people's enthusiasm for television products, The turn-on rate of TV products immediately showed signs of recovery, and it is no exaggeration to say that the advent of Internet TV brands has pointed the way to the development of traditional TV brands.
Internet TV brands understand the needs of new users
Relatively dull traditional brands, Internet TV brands do understand better the needs of consumers in the new era, to 'stupid' TV products into the 'content' soul, the user 'passive', 'heart want to watch content, Instead of forcing users to "watch regularly" to watch radio and television programs, the road to Internet TV brand 2018 is very hard to come by, but deserves due respect for the 'innovation contribution' of the entire television industry.
Internet TV After several years of development, 2017 was originally a 'big hit' when the panel price hike out of the low-cost inherent impressions, micro whales released 4.9mm 'drunken' top product is launched a high-end Offensive signal, the price of 55-inch Internet TV up to 9199 yuan; cool open as 'anti-blue-ray TV' ready to go a few months time to see still have a very high-end surface 55-inch TV models.
Millet TV 4A series sold - for the Internet TV industry is not a good thing
However, Xiaomi TV 4A released and sold on sale, so that these Internet TV brands by surprise, micro-whales move fastest, and immediately follow the entry D series, barely keep up with the tempo, high-profile release of the 'drunk' A series of flagship TV only Do not mention the word, this is a compromise on the market micro-whales, but also the tragedy of the entire Internet TV industry.
In summary, the Internet TV brand in 2018 want to achieve 'counter-attack' is almost impossible, with the author's understanding of the television industry, Internet TV brands if not successful financing, will be 'killed' a large storm TVB's 800 million yuan is like a capital game, not to mention a more direct signal, cool open the TV no longer operate independently, return to Skyworth system, Hisense 'VIDAA TV' and TCL 'Thunderbird TV' Almost no sense of existence.
In other words, the ever-mighty Internet TV brand, has long been a spent force, simply unable to pose a threat to the traditional brand.In the consumer upgrade era, millet TV brand tone destined to not 'lead the fight against' possible, micro whale TV brand tone has been Maintaining a good, micro-whales will take the 'quality route' is bound to not make the brand low, this is very right, but the difficulty is a bit large.
By 2018, at least half of Internet TV brands will be "killed" or "in name only", which is not a bad thing for the TV industry because consumers do not need so many TV brands and are able to survive the baptism of Internet TV brands Then, where is the general? This is what we are going to say next.
'General of the world' and 'General of China'
Internet TV We have endless stories, high-profile joint venture television brand, the strategy is also very clear, I would like to share with readers the perception of communication with these brands, whether it is OLED, QLED or 8K, these cutting-edge technology is still in the joint venture brand Hands.
Samsung QLED TV to some extent means 'quality of life'
As the world's largest television brand, Samsung QLED QDED TV strategy in 2018, frankly, this is not an easy way, you need to endure loneliness, good enough, Samsung has enough strength and time to deal with everything. TCL will also adhere to QLED QDED QDED TV strategy, high-end sub-brand 'Chuangyi · XESS' products quite impressive strength of these two brands behind the Samsung? Display and COST (Huaxing Power) to step up research and development of QLED power glow is the most important things.
Sony will adhere to the OLED high-end strategy, 2017 flagship OLED? A1 'burst red' so that Sony tasted the sweetness of the high-end market can be described as 'invincible', in January 2018 Sony will release new high-end OLED products, wait and see. Philips 2018 at least LG Electronics has always been the most abundant OLED product line brand, of course, can not be ignored, by the dazzling OLED, LG Electronics need to strengthen marketing.
Sharp (Foxconn) is committed to building a complete '8K ecology'
In 2017, Sharp announced the '8K Eco' strategy. In 2018, Sharp will focus on 8K TV products' returning to the high-end market. I believe there are certainly many readers who think '8K as early as possible.' Only 8K panel! Interpretation of the BOE world's first 10.5-generation line ", the entire industry to help 8K, you absolutely believe that 8K will be expected to be more rapid.
So, the largest domestic brand Hisense is doing? Laser TV, Hisense believes that the laser display is the future of the television industry, but in fact TCL, Skyworth, Changhong has laser TV, but the focus of publicity or LCD TV or OLED TV, looks more than Hisense pragmatic many However, Samsung, Sony, LG and other world-class brands did not intervene in the field of laser TV. Think carefully, or quite interesting.
Hisense title 2016 European Cup and 2018 World Cup show a strong ambition, TCL 'Genesis XESS' for the rising middle class, the two major TV brands in the direction of improving brand tone is right. Skyworth if not The corresponding strategy, there is the possibility of falling behind, OLED is Skyworth impact high-end market tool, but so little effect for so many years, only because of lack of products, which is 2018 Skyworth to be the key consideration.
Write in the end
Compared with the Internet TV brands, the traditional TV brands are 'generals', the joint venture brand is 'the generals of the world', and the controllers show the core technologies and the domestic brands are 'generals in China' with firm control over China's market share. However, Stratum has the market-leading attributes, but these users will look for Samsung, Sony, LG Electronics, Sharp, Philips, is bound to affect the people around, Hisense, TCL and Skyworth urgently need to deal with the policy.
Internet TV brand basically lost the right to speak, and only take root in the low-end market to survive; three domestic brands have been out of the country, to enhance brand influence and product power is the most important; joint-venture brands face the future of display technology choices, go wrong Step beyond redemption .2018, the television market will still be very confusing, consumers will be very difficult to choose, how to choose the right TV products for their own? ZOL every day to work hard.