2017 is nearing completion. The development of the entire smart TV industry is still undulating. As the leader of the industry, LeTV has fallen so much, that for a time, the Internet TV brands such as PPTV and Xiaomi are well known. Skyworth, Konka and other traditional TV sets Brand also have power, can be regarded as the Eight Immortals across the board each supernatural power.
The smart TV industry has also come out of the early concept of the heap, gimmicks stage, began to become more emphasis on user experience, to solve user pain points.The entire smart TV market has also grown up, and, for now, this year's smart TV industry Also showed some of the more obvious weathervane.
Smart TV began intensive work: the supply chain has become a 'starter'
In recent years, the domestic Internet TV market has been well blowout development, but this year, although still running smoothly, but the growth rate is not as good as before, the market share dropped significantly. And by the impact of raw material prices, many brands caught in ' Can not afford to burn the money 'situation, dilemma.
Some traditional e-commerce vendors, cultivating the television industry for many years, supply chain management system is relatively sound, strong anti-risk ability to cope with the complex and volatile market environment.On the other hand, some of the Internet TV brands, due to supply chain management short board, almost no Any risk warning and anti-risk ability.Many Internet TV brands did not take the supply chain strategy as a strategic height to consider, some companies do not even build their own supply chain system and platform, let alone optimized.
The cost of raw materials, logistics, labor and other costs will force companies to pressure.Multiple factors, companies can only choose the price, this time, some Internet TV companies supply chain management capabilities of the short board exposed. The price increase is often the most sensitive, if you do not worry about selling sales price increases, companies will face the problem of burning money, then the cost and sales on the formation of a 'paradoxical', which has become a lot of recent Internet TV brands The reason for the problem is that some Internet TV's bad-mouthing voices also take place.
At this time, can get the advantages of supply chain companies are particularly prominent this year double eleven, PPTV smart TV take the lead in substantial price cuts, announced the price of smart TVs '65-inch down to 4,000 yuan, 55-inch down to 2000 Yuan, 32 inches down to 1,000 yuan below ', also known as' 421 new standard price era.' While maintaining high-end quality, a substantial reduction in the price sought after by the majority of users, but also led the industry to follow suit.
Such a large-scale or even involve the industry's price cuts, without a strong supply chain strength, relying solely on capital is undoubtedly find themselves dead. PPTV dare to launch the smart TV industry, price cuts movement is bound to be unique in the supply chain .
The fact is true, PPTV backed Suning powerful procurement supply chain, the Rubic smart operating system and content resources to the Suning supply chain of high-quality hardware vendors completely open solution to hardware vendors in the development of intelligent systems, content resources procurement, Product marketing and other issues, to a certain extent, reduce costs and drive down the price threshold for consumers to buy smart TVs, substantially enhance the competitiveness of products in the industry.
Thus, this year's smart TV supply chain, the crown was undoubtedly PPTV.
IP platform highlights the age advantage is still king
It can be expected that, no matter what the user choose which smart TV, the ultimate goal is to see the content.Whatever the brilliant marketing of smart TVs, the importance of the content will not be shaken.In today's hardware are not bad circumstances, the user eventually Experience or return to the content itself.
Film and television drama is still the most intense competition in the battlefield.
Millet TV content in an open, win-win cooperation mode, full access to love Fantastic Art, Tencent video, Sohu video, PPTV video content of the four major video giant, greatly enriched its lack of content resources. In the bottom of the direct integration of Tencent video and mango TV and other large content platform, the accumulation of its huge content resources, including the current comprehensive TVB video content and BBC children, Hollywood and other resource base.Only rely on PPTV video platform was born PPTV smart TV, Also includes a large number of titles such as "the people's name" "hunting ground" "general in the" "our boyhood" "our love" and a large number of the first film and television drama rights, with over 400,000 + hours of film and variety resources, formed A comprehensive, multi-angle, full coverage of the powerful content matrix.
Film and television drama resources competition, but when it comes to content copyright 2017, the most watched or sports content.
February 2017 due to the arrears of a $ 26.75 million copyright fee of AFC, Music and TV sports face the risk of termination of the contract, Sports Olympics replaced music and sports as a new partner of the AFC .According to media reports, the super media Copyright distribution, music, sports, PPTV, Tencent Sports have sat on the Olympic power of the three negotiating table, Olympic power also hope to be distributed to three, but in the end only PPTV 'a dish', music as Sports and Tencent are Exit.And then think before the PPTV18 billion La Liga, 50 billion of the Premiership, as well as known as the 8 billion Super League, this year is more than 90% of domestic and international sports events, becoming the country's largest Internet TV sports content platform.
Such generous film and television drama is incomparable copyright, then why sports content so sought after by the smart TV businesses do?
To loyalty, football fans tend to be a few years or even ten years as a day of love, far more than the film and television drama and even variety gain long-term feelings, and other sports are the same.And sports programs are the main consumers of men, From the point of view of the whole Internet payment ecosystem, women pay more attention to online shopping while men focus on online games and webcasting, which means that men's potential willingness to pay for the paid video content will be stronger. The content of the future will become the major smart TV beachfront layout layout of an important part of ecological content.
Giants CP combination: open sharing to do smart TV new ecology
In recent years, giants like Minato CP, a combination of two people imaginative.Microsoft TV industry is no exception, such as music as TCL, Konka micro-whale investment, etc. This year Tencent is widely cast Smart TV, June 6, Kuwait, a subsidiary of Skyworth, announced a strategic investment of 300 million yuan by Tencent, and later subscribed to Thunder Bird Technology's new registered capital of 20.27 million yuan at a cost of 450 million yuan to acquire a 16.67% stake in the Thunderbird Technology.
No matter who is the combination with whom, the real prospects for development depends on whether this set of CPs can complement each other with each other, for example, traditional TV manufacturers need to join high-quality content and marketing through Internet companies, and Internet intelligent TV manufacturers should actively seek Have the advantage of offline channels of the CP, to make up for their lack of line.To this point, I have to mention the combination of Suning and PPTV.Suning has a new retail gene in the era of product homogeneity intensified, the channel is king Times, with Suning channels and funding support, PPTV can lead the supply chain and content.
The PPTV success in holding tens of billions of sporting events at the same time, did not choose their own exclusive, behind closed doors, but chose to cooperate with others win-win situation, a total of help the overall development of smart TV ecology.Recently, PPTV smart TV has Xiaomi, Hisense, Konka , Cool open, Philips, Sharp, non-screen TV and other non-polar area reached the cooperation of sports channels, then, PPTV will continue to promote cooperation with more brand TV sports channels, so that more fans benefit.
(PPTV help Hisense on-line sports channel)
PPTV and Suning open sharing strategy really put the user in the first place, this open-minded attitude also demonstrated their self-confidence and open-minded.At the same time, actively cooperate with other smart TV manufacturers, not only allows users to experience better content , But also to establish the ecosystem of the entire smart TV to work together to get out of the dilemma to bring high-quality content and services to users, work together to break the ice winter industry.
This year's smart TV ups and downs, but in general the industry is still showing a thriving business actively seeking technological breakthroughs, exploring operational models, mining high-quality content, open and win-win cooperation in 2017 of the smart TV industry is coming to an end, but only To maintain this trend, the future development of smart TVs worth the wait.