At a time when computers and mobile phones are flooding our lives, people's interest in television has long receded, but there was a saying that television was the entrance to the home and that people could not watch TV but would sit in the living room and open Television chat because the living room would have felt less what it was missing from the home if it lacked the television.The statement shows that although the television industry is less popular in the market today, it still has its own meaning.
In recent years, under the impact of new media, the traditional television has been unceasingly bad-news, so far it has entered a turning-point of advancing and retreating. Especially in the last year, the entire black-electric industry was in a downturn, and the development of the television industry was even more anxious Atmosphere, the market is gradually being invaded by computers and other beehive appliances industry.In this case, Sony TV in China black electric industry market has been reported again and again.
TV market downturn, Sony TV emergency
Carefully speaking, the appearance of television has been about 90 years of history, in this long course of development, the TV has gone through the stage of black and white TV, color TV, cable television, digital television, etc. However, with the popularity of mobile networks, television The industry started to suffer the brunt of the negative wind in the television industry since 2015. According to the monitoring data from Zhongyikang, in 2017 Q3, the output of color TV in China was 11.38 million units, down 13.5% %; Sales of 36.6 billion yuan, down 7.3%.
Now that the television industry is getting closer to the ceiling in the market, there is an oversupply in the television market, which has put a lot of cargo in. In the midst of such depression in the television industry, Sony Television delivered a good response in 2017.
Sony TV is said to be no stranger to Sony, Sony (samsung), sharp (3S), is one of the traditional TV brands Sony Sony reported that in 2016, including audio and television services in the Within Sony's home entertainment business, total sales were 1.039 trillion yen (about 60.2 billion yuan) and revenue was 58.5 billion yen (about 3.4 billion yuan), an increase of 15.7% from the same period of last year, of which, the TV business was even more successful Three consecutive years of profitability of the battle.
According to data from the market research firm IK, we can see Sony TV ranked first in the OLED TV market with a 34% market share in China in the first three quarters of 2017. At a size of 65 Inches above the field and the price of more than 10,000 yuan in sales of products, Sony TV are among the best in the television industry is not booming the moment, Sony TV, the latest data release, means that the television industry in its development also have The possibility of competition with the beige industry.
Sony TV is able to maintain the growth trend and profitability in the television market downturn, which is not unrelated to its positioning of its own products in the just-concluded Las Vegas CES 2018 show , Sony, Samsung, Sharp and other giants in the television industry launched the 8K resolution TV Sony's 85-inch HDR 8K TV, is a high-end market specializing in consumer goods.
In order to better expand the Chinese market, Sony TV in the creation of new products, greatly meet the consumer needs of Chinese users, according to local conditions to create products last year, Sony will be responsible for product design transferred to its SSV factory in Shanghai, field trips, In order to design products more in line with the entertainment needs of Chinese consumers.In addition, Sony, China's domestic conditions and a number of Internet companies reached a cooperation agreement to promote AI technology content, interaction and other aspects of the implementation in China.
According to Zhong Yi Kang predicts that in 2017-2020, China's TV industry market focus on the high-end market, Sony OLED sales during the period were 180,000 units, 550,000 units, 1.5 million units, 2.5 million units. The layout of the high-end market, Sony TV OLED + LCD layout to improve a consumer grade, to increase the revenue of Sony TV increased protection.Related data show that last year 51 during the Sony TV sales in the OLED market more than Skyworth, LG And other brands, confirmed the Sony TV in turmoil in the television industry is still the moment to achieve sales and revenue 'bumper harvest' strength.
All in all, Sony TV played a nice turnaround in the final stages of 2017. But that does not mean that Sony TV can sit back and relax.
Smart mobile acceleration, unpredictable prospects for Sony TV
Today is the era of the popularity of mobile Internet, the rapid development of science and technology in the moment, people watch the main tools of video has been transformed from the previous television into a computer, mobile phones.Nowadays, in particular, the prevalence of online TV drama, but also makes people on television consumption frequency The lower is.
According to the "Half-year Summary Report of China's Color TV Market in 2017" released by Orvital Cloud, the sales volume of domestic color TV sets was 21.81 million sets in the first half of last year, representing a decrease of 7.3% as compared with the same period of last year.The TV market showed a declining trend in product output At this stage, Sony TV, which had always been "marginalized" in the market, showed a breakthrough and achieved good results, but it still faces threats from all sides behind its recovery and development.
First of all, Sony owns a number of brands including Columbia Pictures, Xperia, Walkman, Playstation, etc. The TV business is but one of them, not the core business of which Sony can not always keep a high input on the TV business. Dispersion, making Sony can not timely feedback changes in the TV industry to adjust to changes in time, only to chase 'identity behind the' forerunner 'continue to cater to market development, which led to Sony's lack of dominance in the television market and Sony TV business will be separated to make it self-financing, easily lead to brand marginalization.
Second, the product price is too high, low-end users in the hard-to accept such a price.Such as TV this frequently seven or eight thousand, or even tens of thousands of black home appliances, in the view of some consumers, not as good as computers and other beige appliances Practical and relatively cheaper.Such as the recently introduced Sony A1, the price of 31,999 yuan, such a high price has already brushed off a large number of consumers.Moreover, the Chinese market is one of Sony TV's main battlefield, and China Domestic TV by virtue of the absolute price advantage, Sony TV will be put down.
In addition, the prices of LCD panels rose by 5% in the third quarter of 2016, while the panels accounted for 40% of the total ex-works prices of the TVs. The increase of the prices of the panels has a significant impact on the TV cost input. In addition, due to the impact of LED lamp prices and market demand, the color television market has become a full-scale 'price hike', which to a certain extent limits the expansion of the terminal market in the TV industry.
Finally, because of the high cost, the revenue of the enterprise is less, which has increased the operation difficulty of the enterprise to a certain extent.Nowadays, the entire TV market has been gradually saturated.For more market share, the major brands have played The price war, which led to increasing costs, the brand's profits are also declining, and low-income companies will increase the TV business in the operation of the difficulty.
In general, although Sony TV sales and turnover are constantly refreshing record, but there are still many problems to be solved.
Artificial intelligence into Sony's next life-saving straw?
Steven Baker, NPD industry analyst and vice president, once said: "TV is generally the largest screen in the home and the most prominent one is that users have always liked to choose a brand that everyone approves. Consumers show their TV to others, They wanted the TV to look good, and it was worth investing in it. Excellent design, great technology, great graphics, and what they were after ... ... made it clear that people's demand for television was well expressed How the development of the television industry points the way.
In fact, since the appearance of the beige home appliances, it has brought some potential crisis to the TV such black appliances, but after its popularity, the impact on the television industry even greater.In a depressed television market environment, Sony TV To change the status quo in the industry, improve their competitiveness in the industry, we must do something.
On the one hand, Sony TV because the price is too high, is not conducive to expanding the size of the user market.Nowadays, low-end user groups is the largest TV market sales resources.Sony TV's high-end market positioning itself as a high-consumer products, but with Nowadays, with the high spending power of users, the penetration rate of television has been saturated. Today, the largest market is mainly in the field of low-end users. Therefore, when it comes to building a high-end market, Low-end consumer spending power within the scope of the product, you can maximize the size of the user market, the high school low three levels of the market integration.
On the other hand, is the problem of resource sharing between business.Sony television is a separate operation of the business, and now all corporate brands through continuous cooperation to achieve the purpose of resource sharing, in order to quickly stand up in the appliance market Heel, Sony TV, this separation model is most likely to lead to the marginalization of their business in the television industry, business 'bypass' between each other, to reduce risk and improve efficiency, build a corporate business resource sharing bridge or will become a business Future developments.
In short, under the current rapid development of science and technology, the TV business should not be eliminated by the society. In addition to solving the problems of high prices and diversified businesses, the TV industry still needs to keep up with the development of the times. According to the analysis of user data And the layout of the brand. And the television industry needs a targeted layout, both beautiful and diversified smart TV products, help to improve the user's consumer experience.Such as Sony's TV industry represented by the face of the computer When more beige home appliances, should be prepared to resist attacks, continue to move forward.