The TCS 2017 Annual Trends Annual Report once said something that is important to the company: 'There will only be two companies in the future, artificial intelligence and non-profit making.' This phrase seems too absolute, but it has its own Certain truth. With the continuous advancement of technology and the diversified development of people's needs, artificial intelligence will be more comprehensive in the future application, and it can meet people's various needs better.
At present, many home appliance companies in the market have embarked on the road of artificial intelligence. Many artificial intelligence appliances have been launched, including sweeping robots, smart air conditioners, AI speakers, etc. Among these artificial intelligence appliances, AI TVs are the most popular. Due to the shrinking of traditional TV market, the emergence of AI TV may inject a new vitality into the market.
In fact, before the advent of AI TV, Internet TV had already developed in the market first. After the short-term development of Internet TV companies represented by music, the emergence of AI TV attracted the attention of the market. AI TV brings The huge market scale has attracted many capital companies to enter the AI TV field. Some traditional brands such as Hisense, Konka, Skyworth have turned to artificial intelligence, and millets, storms, micro-whales and other internet companies have further upgraded their TVs to artificial intelligence.
How will the micro-whale caught in a debt crisis behave?
Recently, MicroWhale Technology, which specializes in smart homes, has been suspected of being in arrears by two suppliers. But soon the microwhales have denied this claim and believe that they are still in the repayment period, so they are not in arrears. This statement of money. And we can get a deeper understanding of the current development of micro whale technology by taking this matter out.
On January 16th this year, Microwhale TV was named '2017 IT Affected Chinese Users' Favorite Brand Award'. Its 'Microwhal Future House' launched last year was also loved by many consumers. On the surface of the market, The development of micro-whale television should be promising, but the recent arrears of micro-whales have given people a possibility of ever-changing market development.
Although MicroWhale Technology has Chinese culture, Alibaba, Tencent and other industry giants invest, it has 2 billion first-run funding to lay out the market, and implements a hardware + content two-line layout with the intention of paving the way for low-cost hardware. , Through the content to achieve corporate profits. However, contrary to expectations, low-cost hardware sales in addition to financial pressure on the business, the content of subsidies is not much use, micro-whale technology is facing a serious problem of financial losses.
Although in the second half of 2017, Micro-Whale Science and Technology adjusted its strategy and abandoned the money-burning model. However, the previously implemented subsidy program actually allowed the micro-whales to lose a lot of money, and after adjustments to the prices, the products were sold for a short period of time. Sales will be affected.
In any case, the explosion of this debt arrears can let us know that the development of artificial intelligence TVs in the market is not as bright as it may seem on the surface. Behind the aura, companies may pay more. Many incoming artificial intelligence Among TV companies, only a handful of those who are currently making profits in the market
The development of smart TV is hindered. Microwhale is a 'victim'?
Since 2016, LeTV's capital chain has been broken, and the crisis has fully erupted. The television market has also been hit hard. This situation continued until 2017. Affected by LeTV, the development status of the entire color TV market is not very good. There has been a reduction in the number of corporate financing. Even the divestment event took place. According to data provided by AVC, last year, the sales volume of the color TV market was 47.52 million units, which was a 6.6% year-on-year decrease. At the same time, artificial intelligence TVs were also affected, and many companies faced financing difficulties. Market size is difficult to expand and other issues.
The outbreak of the color TV crisis and the rising cost of the panel and the weakness of the Internet brands have shown a great relationship. LeTV is the fuse that set off the crisis, not only limiting the expansion of the color TV market, but also restricting the The rapid development of the smart TV industry. And micro whale technology dedicated to the development of smart appliances is really just a 'victim' in this battle?
First of all, in the current market, traditional TVs have basically been eliminated by the market, Internet TV is still struggling, and artificial intelligence TVs are now being favored by the market. In the future development, AI TV may become the final form of future television. , Market development space, but this does not mean that as long as the company enters the market there is meat to eat, once the Internet TV giant LeTV is a typical example.
The reason why LeTV missed was mainly because of unrestrained implementation of the subsidy strategy, which eventually brought the company into a break in the capital chain and caused a serious loss in the corporate cycle. Prior to the storm CEO Feng Xin once said that the sale of each TV in the storm meant The storm has a loss of 300 to 400 yuan. Actually, it is not only LeTV and Storm. Many companies in the TV market are fighting price wars. The micro-whale is no exception. If it is handled improperly, it will cause the capital chain to break, not to mention the company. 2. The profit, the recent arrears of the slight whale, is the most intuitive performance.
Secondly, in the artificial-smart TV market, through the subsidy strategy may be able to attract a lot of consumers in the short-term, but blindly playing a price war will make users feel a drop in the value of AI TV, consumers will feel this The AI product is originally worth only this price, and the product will become a low-cost consumable product, which is contrary to the original intention of the high-end consumables of the AI TV. After the company stops the subsidy and the price is raised, the consumer can continue to pay for the product. Will be substantially reduced. Microwhales began to adjust its market strategy in the second half of last year, changing the price war game, in order to achieve corporate transformation, but long-term low-cost sales have given consumers a fixed price for micro-whales. 3. Cognition that the market facing enterprises after the transition will be even more severe.
In addition, TV is a durable product, users will not replace it after purchasing a TV for a short period of time. And the micro-whales follow the price subsidy strategy implemented by the public. It is plainly to increase product sales by reducing the price of the product. , so as to attract more consumers to purchase. However, with this repetition, consumers can buy the desired products with less money, but at the same time attract more consumers and increase the financial burden on the company. Businesses bring greater losses.
In the end, good things naturally will inevitably come from many people. The AI TV has been favored by users since its appearance, and the market size it brings is huge. Under this circumstance, the market is flooding with many companies intending to use artificial intelligence. In the TV market, there are traditional brands such as Changhong, Skyworth, Hisense, and TCL, which are gradually marching toward artificial intelligence TVs. Internet brands such as Xiaomi and Storm have also accelerated their advancement in artificial intelligence appliances. In the case of front and rear attacks, micro The development of whale television can be described as walking on thin ice, and the market development space is also shrinking as the number of incoming players increases. Moreover, the advantages of micro whale in the increasingly fiercely competitive artificial TV market are not prominent.
All in all, in the artificial intelligence TV market, the reason why a company is hindered in its development is not only caused by the factors brought about by the development of the market. For the micro whale, in the face of many competitors in the AI TV market, Price warfare marketing does not ease its predicament.
How does the development of limited micro-whale TV break the crisis?
The micro-whale artificial intelligence TV currently occupies a certain position in the market, but today micro-whales are affected by internal and external problems and are limited in the development of the AI TV market. Micro-whales should be when the current AI TV industry is emerging. To open a sky road, we must have a corresponding layout for the market.
First of all, cost-effectiveness is no longer the only standard for consumers to choose products. People pay more attention to brand value and the sense of experience brought by products. In the artificial-smart TV market competition, each brand is first obtained in the market by continuously reducing its price intentions. More market share. Strictly speaking, in the early days, the artificial intelligence TVs of various brands were not much different in nature. Enterprises used price to capture the first batch of users. Therefore, with the upgrading of consumption and people's high quality The focus of attention, the high quality experience brought by the micro whale AI TV will help it acquire more consumers and thus expand the market scale.
Secondly, in the case where the differences between products are not obvious, upgrading the scenario service function can better build a bridge between users and products. Although there are many brands in the artificial intelligence TV market, various brands The difference is not very large, basically the overall screen design and the enhancement of voice interaction performance, etc.. And the small whale TV wants to widen the gap with other AI TV brands, in the user's visual display of AI TV and man-machine When the need for interaction is upgraded, upgrading the application of AI TVs in the scene can better meet the needs of people today for diversified experiences. This will not only provide users with a subversive experience, but also strengthen people and AI TVs. The relationship between.
Finally, with the popularity of AI TVs and the escalating consumption, high-end brands will become the goal pursued by people. Today, the products in the artificial intelligence TV market are 'all-in-one', and in order to attract more consumers, companies are increasingly A price war is played to lower the brand value. However, under the upgrade of consumption, compared to the price, the users pay more attention to the brand and quality. In order to achieve long-term development, the micro whale must first increase its brand value and build a high-end brand. High quality products.
In order to get more market, micro whale AI TV has to find out the needs of consumers. For consumers, AI TV is a product that needs to be used for a long time, which makes people have high quality in addition to the quality of products. In addition, the degree of product's fashion, diversified use has gradually become a factor for consumers to choose TV brand.
In short, the development of AI TV has gradually entered the mature stage from the very beginning. The competition in the artificial intelligence TV market has also changed from the original price war to today's experience war. Micro-whale TV wants to have an artificial-smart TV market. The most important thing is to break the current homogeneity existing in the artificial TV market and limit the difference in product experience. Only in this way can the micro-whale TV continue to survive and steer in the market where artificial intelligence products are flooded. Gao Sheng.