In 2013, as a "subversive" gesture, LeTV announced the entry into Internet TV, setting off a heat wave in the market. For a time, the emergence of Internet TV also brought the impact of traditional TV, forcing the traditional manufacturers to change.
As a "disruptor," the success or failure of LeTV's super-televisions directly affects the competitiveness of the Internet TV industry and the entire color TV industry. Today, the collapse of LeTV's 'ecosystem' has caused the Internet TV industry to plummet.
According to a report by the domestic appliance and data monitoring company Orvite Cloud Network, the Internet television brand that has surged in the last few years has obviously experienced bottlenecks in recent years. The market share of the Internet TV brand in 2017 was only 13%, a decrease of 6% , The new listing models fell 11%.
Internet TV, once thought to lead the revolution in the industry, has actually regress? At least from the data, traditional TV companies still occupy the vast majority of market share. So, 2018, Internet TV still have a chance? The direction of development?
Some people think that the difficult situation of Internet TV will continue this year. In the future, many Internet TV brands will be eliminated and the industry reshuffle is about to begin.
'Internal and external problems' 2017
'The pressure of 2017 is caused by internal and external troubles,' said Feng Xin, the founder of Storm TV, who described it as 2017. It is quite true that 'internal and external troubles' can be used to describe the 2017 Internet TV industry as appropriate.
The so-called 'internal concerns' mainly refer to the riotous chain reaction caused by the decline of music as a result of which many melee games have evolved into two hegemony hegemony. The so-called' foreign aggression 'means that when millet and the storm are' After eating some of LeTV's market share, the other few businesses were squeezed by traditional TV manufacturers, causing the market to decline.
In 2013, after Jia Yunting called out the slogan 'Subversion' and put forward the concept of Internet TV, the domestic color TV industry did experience a revolution when Internet companies represented by LeTV launched their own businesses such as Skyworth, Konka and TCL. The challenge is that the core weapon is the price war, with subsidies to harvest the user, as the net about the same car.
The difference is that with the Internet about the car is now the drop-off area has become the industry network domineering, and the Internet TV industry so far there is no real claim to be the 'dominant' industry disruptor.
According to the data released by China's panel TV industry in 2017 (the thirteenth session), the overall share of Internet TV brands in 2017 has dropped to 10%, while in mid-2016 this figure was as high as 20%.
At the same time, the negative news of Internet TV companies continue.Music 'collapsed', the Internet TV industry has also been affected.At the end of last year, watching television is exposed by internal staff exist 'forcing employees to leave still not pay', ' Billion supplier indebted "and other issues.
In addition, the popular television is also stuck in the quagmire of sales.A media reported that the popular TV sales in the past two years, only sold 1 million units, with its alleged 3-year sales of 12 million units a far cry from the goal.
Due to the adoption of foundry model, Internet TV manufacturers in the supply chain system, the voice is very weak since 2016, the LCD panel prices, as of last June, the price of LCD panels has risen by 40% .In addition to the previous Internet TV hardware is not profitable, LCD panel prices led to a lot of loss-making Internet TV manufacturers will be exacerbated.To this end, LeTV, millet and other Internet TV brands began price increases.Although the price is still difficult to profitability, if the LCD panel prices The cost to consumers will affect the sales of products.
Music down the altar
LeTV (300104), which has been suspended for more than 9 months, entered the slump phase with no suspense after the resumption of trading on January 24, opening the door after having experienced 11 consecutive daily limits.On February 8, LeTV Closing 5.09 yuan / share, up 5.39%; turnover of 878 million shares throughout the day, the turnover exceeded 4.1 billion. Currently, the latest market value of music Watch 20.666 billion yuan, compared with 612 billion yuan before the suspension has shrunk by 66.9%.
February 7, LeTV released unusual fluctuations in stock trading announcement, the company shares in February 5, 2018, February 6, February 7, the closing price of three consecutive trading days the closing price deviation from the cumulative value of more than 20% , Once again reiterated that there are nine major risks in the company.
On the evening of February 8, LeTV released its announcement that it confirmed that more than 5% of the shareholders of the Company did not buy or sell shares of the Company during the abnormal fluctuations in the stock exchange, and at the same time, LeTV once again revealed the risk of a huge annual loss for 2017: A loss of 11.6 billion yuan to 11.61 billion yuan in 2017. As of the end of 2017, there existed a total of 9.288 billion yuan of financing loans and loan-type liabilities in Music Watch, of which 56.19 billion yuan will expire in 2018.
In addition, February 6, LeTV also received notice of termination of the first phase of the company's employee stock ownership plan, the employee stock ownership plan manager China Resources Shenzhen Guotou announced early termination of the trust program, and the original trust plan assets assigned to the priority Beneficiary Pudong Bank Shenzhen Branch.
It is understood that in September 2016, the first phase of music Watch's shareholding program through the secondary market bidding transactions, the cumulative buy 1095.3 million shares, the transaction amount of 510 million yuan, the average transaction price of 46.64 yuan / share this year 1 As of January 25, the employee stock ownership plan has triggered an early warning and under-covering mechanism as part of the obligor for making up the difference between the first shareholding shareholding plan and Lotte Holdings Co., Ltd. should perform additional fund obligations, however, LeTV Holdings Co., Ltd. failed to perform the additional fund obligations and eventually led to the employee Shareholding plan terminated early.
Regarding the current situation of LeTV, Liu Shuqing, the general manager of LeTV, responded at the investor briefing that the sales of LeTV fluctuated due to the combination of factors such as the extremely tight cash flow of the Company and the sluggish market demand in 2017. However, it did not disclose the details Sales data, only that specific business conditions to the company's annual report 2017 disclosure information shall prevail.
According to Orvital cloud data, from October 2016 to October 2017, LeTV TV shipments fluctuated significantly, with nearly 400,000 units shipped in April 2017. Shipments in the subsequent months were all below 100,000 units , In June 2017 even suspended shipping.
According to China Yikang data, from January to July 2017, the overall online TV brand sales volume decreased by 6.9% YoY, with the online TV sales volume of MusicTV decreasing by 55.5% YoY.
And such data and the data in previous years are in sharp contrast, 2014 ~ 2016, LeTV sales were 1.5 million units, 300 million units and 600 million units, 堪称 strong growth.
Domino effect
As the music down the 'altar', followed by the Internet television industry triggered a chain reaction.
If the music as the fall is just one side of the 'demon mirror', then look at the crisis is still the television fund chain fermentation is a real portrayal of Internet TV 'winter'.
It is understood that there is a content license Fang Gangster CIBN support, can still be said to still win the TV at the starting line, take full advantage of resources, will focus on the hardware of the television, the user is still two years exceeded 300 million, the target sword Refers to 10 million users.
Recently, there are Shangshang TV employees posted a screenshot on the Internet platform vein, see the operator behind the TV Global Zhida Technology (Beijing) Co., Ltd. there is "forced employees to leave not to pay ',' Nearly billions of suppliers owe money indifferent 'and other issues, directed at the internal management of a mess.
Layoffs and the arrears of suppliers behind the payment reflects the TV channel is still tense television.The company's official said that the overall industry downturn, the company does exist financial problems.For the issue of wage arrears are being resolved, Specific structural adjustment, changes in personnel, director of the company there are still differences.
In addition to watching still television, popular TV has also been plagued by public opinion recently.
It is learned that in September 2015 and December 2015, Siu Chi shares (002,429) joint multi-shareholders, partners held a press conference in Beijing and Shanghai, respectively, to create a new era of television Internet and the introduction of popular Internet TV. Chi shares Gu Wei, chairman of publicly announced that popular Internet TV to reach 3 years sales 12 million units of the strategic goal.
Recently, however, some people claiming to be insiders of popular television have disclosed that the actual sales of popular TV are very poor. Due to the constant loss of technical staff and the influence of other Internet TV brands, popular Internet TV is not dominant. Simply on the sales, the current up to 1 million units.
This statement is true? The prevalence of the actual number of TV sales in the end is how much? Popular TV's controlling shareholder Siu Chi shares did not confirm or clarify.
Millet and storm fill bit
Music as 'down', the days of some Internet TV brands are not too good, then the next half of the Internet TV industry who support? According to the current performance of major Internet TV brands, has been followed by optimistic about millet TV and Storm TV seized the opportunity.
It is undeniable that millet TV or storm TV in the past few years are living in the shadow of music.LeVision at a very low price in exchange for the largest Internet TV market share, while millet television was dragged into the loss of the quagmire; On the other hand, there is still a huge gap between market share and Music.
It is reported that two years ago, the founder of millet company Lei Jun had set a goal for the millet television team: within two years over LeTV TV millet music under the constraints of a continuous loss for several years, and now LeTV 'fall', perhaps millet television can be achieved This goal.
Storm into the Internet TV later than millet.According to the law of the Internet industry, access to any one area need to subsidize or burn money circle user process, the two screens in the storm strategy - TV, VR / AR at the same time in the burn Money stage, so the storm of funds in 2017 quite distressed.
However, after the announcement of 2017 Annual Results Forecast released by Storm Group (300431), the performance of its Internet TV was fairly good: Group's operating revenue is expected to increase by about 10% to 40% over the same period of last year, of which internet TV revenue increased significantly, The same period last year increased by more than 40%.
Feng Xin, Chairman and CEO of Stormwind Group, proposed the group development strategy of 'All for TV' in 2018 and disclosed for the first time the planning of the overall TV business into the listed companies in the future. All for TV's strategy marks the core market and user base of Stormwind Group Will focus on home Internet market, home Internet will become the main battlefield Storm Group.
In addition, Storm TV sales in the first three quarters increased by 30%, revenue growth of 82% .According to Feng Xin revealed that in the 'double 11' war, millet sales are 200,000 or so, Storm AI TV followed by sales of More than ten million units, music only five or six million units.
Milky TV and Storm TV's offline development is very rapid in 2017. Millet's offline shop added about 250 in a year, is expected to be rapid growth next year this year, while Storm TV was built in a year More than 6,300 offline channels, of which a lot of music before the channel 'off' come from these channels in the field of Internet TV has a great advantage of the rapid expansion of offline channels so that the storm tasted the sweetness of the offline sales this year has accounted for Up to 60%, customer acquisition costs reduced by 32%, the average unit price increased 34%.
At present, judging from the comparison of two strong markets, the advantage of millet TV lies in the energy of ecology and the energy of fans, that is, the systematic advantage, and has the first-mover advantages over the storm TV. The storm TV is continuously strengthened in AI to form In addition, after nearly a year of tortuous financing, Storm TV got 800 million by the end of the year, and shareholders also brought resources such as R & D and production to the supply chain Will be further strengthened.
The new year of 'life and death'
2017 is the shuffling of Internet TV, the old pattern will be broken completely broken, optimistic vitality, it is difficult to have the opportunity to return to the throne, while some small players were clean appearance in this shuffle, the current Internet genes The strongest millet and storm for the time being the winner.
Internet TV in 2017 hit an unprecedented trough, will 2018 be extremely Thai?
In the view of industrial economic observer Liang Zhenpeng, it is very difficult for Internet TV companies to win the turnaround. "The advantage of Internet TV competition lies mainly in its low price and the online electricity supplier channel, with the biggest disadvantage being the hardware. Foundry production, it is difficult to control product development, procurement, especially in the first two years upstream LCD TV panel price fluctuations when the impact of enormous cost pressures. The price war losses even more powerful. Hardware can not profit, relying on software , Content profitable hard to make up for the hole in the loss.
Liang Zhenpeng pointed out that the current mode of development of Internet TV is very difficult. Since it basically sold hardware by subsidies and the content has not yet reached the breakeven point, profits will become even more meager or even loss-making as the industry becomes fiercer.
However, there are different viewpoints that, under the trend of all things being interconnected, television intelligentization is an irreversible trend of development, and the functions of Internet TV have also been extended or will usher in the reorientation of television. However, Internet TV manufacturers are grasping the precise user experience Ability, product design and interactive display are more advantages, such as gesture recognition, face recognition, voiceprint recognition, which will also become an Internet TV brand counterattack an opportunity.
Still others in the industry said that at least half of all Internet TV brands will be 'killed' or 'in name only' in 2018, which is not a bad thing for the TV industry because consumers do not need so many TV brands and the Internet survives after the market is over How many TV brands? We will wait and see.