In the first half of 2017, the television industry in China was a bit sluggish, with TV brands having raised prices in the first half of the year due to the increase in panel prices, which in the first half of the year affected sales. In the first half of 2017, the domestic TV sales volume was only 21.81 million units, 7.3% decrease in 2016 (Alvin Cloud Network) .In the second half of the year, the market has not improved but failed to regain its overall sluggishness. It is estimated that the annual sales volume will be around 48 million units, far from reaching the 50 million sales data set in 2016 .
The TV industry's focus is on music in 2017. LeTV, which exploded in the past four years, suffered an accidental fall in market share in 2017. Although the climax of LeTV is permanent, the change to the domestic television industry is permanent: consumers buy television Content considerations exceed television itself; TV brands frequently advertise user operating data such as boot time, boot time, etc .; Internet TV advertising revenue exponential growth, will soon exceed traditional TV ads.
Technical barriers are vague, content barriers are high
Looking back at 2017, it is not hard to find out that the technical barriers between TV brands have become more and more vague while the content barriers have always been high. The trend is that the technology barriers will be ambiguous and the content barriers will be high in 2018. the OLED, QLED, 8K and laser TV products tend to homogenization. on the contents of the TV brands are strictly moat, whether it is Internet brand, or traditional brand, but also the brand's traditional or Internet brands to cross.
The various Internet TV brands to enrich the content, in addition to broadcast and control platforms in addition to cooperation with Tencent, Ikki Arts, Youku, etc., have never heard of two TV brands in the content of each other. The natural contradictions of the user's needs, the user will only buy a TV, the content requirements are much better, the more the better.
Policy restrictions, copyright rose up
Since the contradiction with the needs of users, the TV brands do not want to solve it? Obviously not. Optoelectronics Administration in the Internet and digital television drew a red line between the two can not be unified; the three largest content exporters Iqiyi, Tencent, Youku Belonging to three camps, the possibility of joint almost no; PPTV, mango TV, etc. each have their own small Fortunately.
In recent years, the price of copyright rose soaring, the content of the platform have to engage in self-made drama. "The essence of the ancient city," "undocumented crime," "Spring is better than you," and other phenomenal phenomenon homemade fire, taste the sweet content platform More reason to be the beggar-thy neighbor, the more fragmented the content of the platform, the larger version.Allegedly, "win the world" starring Fan Bingbing production costs 500000000 yuan, satellite TV purchase fee for the first round of as high as 233000000.
Consumers are constantly looking for the second screen
At this stage, the domestic TV update cycle is generally about 5-7 years, while the Internet TV iteration cycle of six months to a year, popular TV drama, variety show cycle is more weeks as a unit. Career, almost already!
Also use music as an example: Music as a few years ago blindfolded accumulated more than 10 million users, and online shop too much negative news, users gradually lose trust in music and TV brands. LeTV also inability to generous procurement of copyright, Nearly sold out. LeTV TV has been advertised content advantages disappear, and with the first echelon of Tencent, Ikki, Youku further widened the gap.
LeTV more than 10 million of the stock user membership after the expiration of how to choose? Renewal is obviously not possible.For TV is more impossible, LeTV's performance and quality reputation in the industry.Then, these users to find the second screen becomes a natural But the choice.
Data show that the main consumer television users in the domestic market concentrated in the 24-36 years of age, most newly married or just have baby .This group is with the Chinese Internet grew up, the pursuit of new technologies, new products, new fashion, Torn content platform limit?
Over the past few years, the ebb and flow of the Internet TV market has disappeared, at least half of them are no longer exist, these stock users are also looking for the second screen.And a large number of traditional TV users, as well as the content of serious dissatisfaction with Internet TV users have The second screen needs.
The right way to find the second screen
In the search for the second screen on the road, users continue to try TV box, third-party APP, vote APP, etc. Recently, Aiqi Yi TV fruit stand out in many TV boxes, comments in Jingdong Mall second only to millet and Honor box ranked third.Huawei, millet brand dominance is very strong, the television should have its own uniqueness into the forefront.
Observation found that IQIYI TV fruit is a smart investment screen hardware, you can aggregate love Fantastic Art, Youku, Tencent, or even B station, the content of Baidu network disk, but also can vote to play games, browse pictures, etc. It can be said that the TV Solve the ordinary TV box jumped from one barrier to another barrier problems, but also solve the problem of unsuitable match screen due APP.
Jingdong data show: 60% of the people who buy Ichijic TV set are smart TV users and the remaining 40% are traditional TV users. This data is very surprising. The industry generally believes that the box can rejuvenate the traditional TV, while the TV The mainstream consumer is looking for the second screen for smart TVs.
According to love Fantastic Art relevant personage introduction, the TV fruit into the TV box, retreat can do smart TV screen accessories. Call that soon, almost all content platform, but also cast files, games, etc .; Small body without separate power supply, only occupy a TV USB and HDMI interface, hanging behind the TV does not occupy.
Conclusion:
Into 2018, the consumer demand for the second screen unabated, undoubtedly make the Internet TV brand heart sad.Of course, the solution is also very simple, depending on the brand awareness of crisis and cooperation to form a unified content matrix, But also conducive to the rapid formation of large-scale data collection capabilities, thus promoting the development of AI strategy.However, many times in the history of television companies alliance between the 'can not', the future need to unite the extraordinary wisdom and courage, now almost impossible .
