A few days ago, LeTV's semi-annual report showed that the company's loss in the first half of the year was 1.11 billion yuan. The LeTV network of 'Building will be tilted' was pushed to the crisis abyss: LeTV has the risk of stocks being suspended. As the former GEM king ', the status quo of LeTV is embarrassing. With LeTV.com going down the 'Altar', Internet TV brands that once stood in the forefront have also fallen into disarray.
Not only does it encounter the 'cold wave', Internet TV brands are also facing strong attacks from traditional TV manufacturers on content resources, smart TV and user operations. Under the difficulties of internal and external affairs, can Internet TV brands win the battle?
In response to this question, Storm TV CEO Liu Yaoping said in an interview with the China Business Journal that in the era of artificial intelligence, the advantages of Internet TV brands that truly have user platforms and user data are becoming more and more obvious. 'With hardware and supply chain The era of leading the development of the industry has passed, and the combination of soft and hard, with strong data operation capabilities is the key to the development of the current TV industry.
Recently, the funding problem of Stormwind Group has also received much attention from the outside world. In response to this 'storm', Liu Yaoping responded that 'Storm TV has never been affected by excessive funds.' At the same time, according to him, after receiving 500 million yuan After the capital increase, the storm commander will soon have a larger amount of financing. However, Liu Yaoping did not disclose the specific financing amount, only that 'subsequent announcements' shall prevail.
See still, micro whales and other crisis spread
At the end of last year, the operator behind the TV, Global Zhida Technology (Beijing) Co., Ltd. (hereinafter referred to as 'Global Zhida') was exposed to 'forced employees to leave the job without paying wages' 'near the arrears of nearly 100 million suppliers Asked 'and other questions. In January this year, popular TV was accused of false publicity. In March this year, Micro-Whale Technology Co., Ltd. (hereinafter referred to as 'micro-whale technology') was exposed to disputes with suppliers. Recently, Storm Group (300431.SZ ) Also involved in the storm of 'deep capital crisis crisis'.
The reporter found out that after the capital chain crisis broke out at the end of last year, the status quo of Global Zhida became increasingly distressed.
A few days ago, when the reporter logged in to the National Enterprise Credit Information Publicity System, he found that Global Zhida was listed on the business exception list on February 1, 2018 because it could not be contacted through the registered residence or business premises. At the same time, the national enterprise credit information According to the public information system, Global Media's wholly-owned subsidiary, Kanshang Media (Beijing) Co., Ltd. (hereinafter referred to as 'Seeing Media') was also listed in the Chaoyang District of Beijing Administration for Industry and Commerce on July 4, 2018. The list of exceptions, the reason is also that the registered residence or business premises cannot be contacted.
On July 27, the reporter visited the registration site of the Global Zhida in Building 2, No. 18, Shijingshan Road, Shijingshan District, Beijing. However, when the reporter arrived at the site, the staff on duty told the reporter, 'This company two years ago I have already moved away.'
Subsequently, according to the public information of Global Zhida, the reporter came to the Global Zhida CAN Super TV Headquarters of Zhonghang Development Building, No. 14 Xiaoguan Dongli, Anwai, Chaoyang District, Beijing (the place is also the industrial and commercial registration place of Shangshang Media). However, there is no global figure of CAN Super TV Headquarters and Kanshang Media's 'Shadow'. According to the building property staff, Kanshang Media probably moved away in December last year. In addition, the reporter also noted that CAN see Shang Shang official website can not be accessed normally.
According to Kaixinbao, Global Zhida was listed in the Shijingshan People's Court of Beijing in June this year by the People's Court of Beijing. In addition, from February to June 2018, Global Intelligence reached 11 labor disputes. Among them, Global Zhida repeatedly appealed to the court on the grounds of operational difficulties, refused to pay employees' wages, canceled labor contract economic compensation, travel expenses, medical insurance expenses, etc.
Luo Yong, the former public relations manager of Global Zhida, said in an interview that due to business difficulties, the position of Global Zhida brand promotion is currently in a vacant state. 'Now Global Zhida has no external communication demand, and some of its business may be in a state of stagnation. '
In addition to Global Zhida, the current situation of Wei Whale Technology is also optimistic. The reporter learned from the China Judgment Paper Network that in April this year, in the contract dispute with Guangzhou Liangjian Advertising Media Co., Ltd., the Xuhui District People's Court of Shanghai ruled that the freeze, Transfer, extract bank deposits under the name of Micro-Whale Technology, earn RMB 158,5282.1 yuan or seal up, seize and auction the property of its corresponding value. In addition, Kaixinbao data shows that from February to June 2018, micro whale technology total 4 The time was included in the list of executed persons.
'Xianshang TV is currently in a strategic contraction, but it relies on the resource advantage of the parent company Guangdong Network (002175.SZ) (Beijing) Co., Ltd. (CIBN), and will restart the TV hardware business in the future. As radical as before, but the TV hardware business will not be lost. In the future, it should be a small and beautiful TV brand with a clear positioning in the segmentation field. A person in the home appliance industry close to the above two companies said.
'Three Kingdoms Kill' situation
Dong Wei, vice president of Aowei Cloud Network, told reporters that after the latest round of industry reshuffle, the current Internet TV camp has entered the era of millet, storm, and popular, all of which have their own advantages. 'Millet new retail, ecological chain The success, as well as the improvement of its overall brand image, are conducive to the development of its TV business. In the storm, the TV business helmsman Liu Yaoping has many years of experience in traditional brand management, and he also has the previous offline channel resources. It is firmly rooted in the third- and fourth-tier markets, and its controlling shareholder Shenzhen Zhaochi Co., Ltd. (002429.SZ, hereinafter referred to as 'Zhaochi Shares') is a foundry and has a strong supply chain capability. ' Dong Min said.
The industry believes that LeTV's departure has made Xiaomi the biggest vested interest in the Internet TV camp. According to Zhongyikang data, in the 2018 '6·18' big promotion color TV market online sales list, Xiaomi brand sales Ranked first in the industry. At the same time, Dong Min told reporters that according to the statistics of Aowei.com, in the first half of 2018, the sales of Xiaomi TV has reached about 3 million units.
In the view of Feng Xin, chairman and CEO of Storm Group, and Liu Yaoping, Storm TV, Xiaomi is the biggest competitor of Storm TV. 'The storm and Xiaomi must have a battle'.
Feng Xin believes that the difference between Storm TV and Xiaomi is in three lines: 'One is cost performance; the other is Internet service and Internet technology. AI voice must be the main interaction method of the Internet in the future. Storm last year decided to regard this as the future of the company. The most important line of Internet development is to do it; the third is Internet value-added services. The key is to see who can take the lead in Internet value-added services.
In Liu Yaoping's view, the storm is going to compete with Xiaomi. The essence is to compete for the price segment and pricing power. 'An important price segment, who has made overwhelming quality products and services, who will win.'
In response to the 'Wind Rice Controversy', Liu Buchen, a senior analyst in the home appliance industry, told reporters that 'Millet is the most important hardware construction among all Internet TV brands, and hardware is an important direction for all Internet TV brands to work hard. TV hit the price war, did not grasp the focus of Internet TV development, it is also the thinking of the music era.
However, Dong Min believes that the current imperative of Internet TV brands at this stage is to make the scale bigger. At present, Storm TV adopts a low-price strategy for this reason. 'The scale is bigger, which is conducive to cost reduction and is conducive to occupying the Internet. It also helps to increase its market value for subsequent financing.
Still have 'shuffle' risk
Since LeTV has stirred up the traditional home appliance industry with the role of 'subversives', Internet companies such as Xiaomi and Storm have sprinted, and a large number of Internet TV brands have begun to expand rapidly. However, Internet TV brands are adopting content advantages and low price strategies. After quickly grabbing the market, its own shortcomings in the supply chain and channels are also exposed.
Where is the way out for Internet TV brands? In Dong Min’s view, Internet TV brands should pay attention to their strengths and avoid weaknesses: In terms of 'together', give full play to the advantages of Internet TV brands in user operations; in terms of 'compensating short', we must continue to strengthen The control of the supply chain.
In addition to solving their own problems, Internet TV brands still have to face the test of the development trend of the whole industry. For a long time, the Internet TV brand, which is known as the 'price butcher', has branded the low-end impression of the products in the hearts of consumers. What are the performances of Internet TV brands in the high-end industry trends in the color TV industry?
'At present, Internet TV is obviously lagging behind traditional TV companies in high-end transformation. For example, traditional TV companies started to promote OLED TVs and quantum dot TVs five years ago. Internet TV brands have not done anything in this regard. ' Liu Buchen said .
In Dong Min's view, under the trend of high-end industry, the main products of each brand should depend on their respective brand positioning and target user groups. But he also said that it is necessary for Internet TV brands to bind high-end core supply chain manufacturers. , to produce some high-end products to maintain the brand image. And to the high-end transformation, it needs to increase the layout of offline channels.
Regarding the issue of traditional TV brands and Internet TV brands who will become the ultimate winners on the Internet TV track, Hongshi Bin, an observer of the home appliance industry, told reporters in the interview: 'On the road of TV Internet, we cannot rely on traditional TV brands for self-revolution. In the end, it must be a new species such as the Internet TV brand to trigger the fission and innovation of the TV industry.
However, from the perspective of the industry environment in 2018, the sales of Internet TV brands are not “good”. According to Zhongyikang data, in the first half of 2018, sales of color TV market increased by 0.7% year-on-year, and sales decreased by 5.9% year-on-year. Aowei cloud network data, the market share of Internet TV brands has further shrunk, has dropped to 10%. In addition, with the decline in the price of upstream panels, the prices of TVs of traditional TV manufacturers have been lowered, and the price advantage of Internet TV brands has been weakened.
Facing the above market environment, Liu Yaoping told reporters: 'Although the total market growth of the color TV industry is not large, the survival status of each brand is quite different. In the current situation of sluggish demand in the whole industry, the sales growth of storm and millet are both Obviously, there will be huge structural changes in the color TV industry in the future.
Different from Liu Yaoping's point of view, Liu Buchen believes that 'the whole color TV market is not good, and Internet TV brands are not likely to be detached. In addition to Xiaomi, other Internet TV brands are likely to be 'shuffled' in two years.'