In 2018, Internet TV brands still face a huge test of 'life and death'.
Five years ago, the Internet TV brand reawakened the enthusiasm of young people for TV products. Five years later, it was no longer the original appearance. On July 18th, LeTV officially announced the establishment of another Lerong brand, which is responsible for the operation of smart TV and other businesses. The future is worrisome. 17TV has no sound, the micro whale has become low-key, and the cool opening and Skyworth re-integration, VIDAA seems to have not produced new products, other such as Thunderbird, KKTV days are not good. According to Ovi data, This year, Q1 Internet TV brand market share decreased by 0.9% year-on-year, shrinking to 10%. Under this market situation, Internet TV brands have appeared in the 'death' theory.
In fact, not only the Internet TV brand, but also the profitability of traditional TV companies. The monitoring data of Zhongyikang shows that the retail sales of the color TV market in the first half of this year increased by 0.7% year-on-year, and the retail sales fell by 5.9% year-on-year. The data also showed that the retail volume of the color TV market increased by 3.6% year-on-year, and the retail sales volume fell by 2%.
In the rumor of the Internet TV 'winds', the home appliance industry observer Hong Shibin said that this business model cannot be denied because of the temporary decline of this sector. In many traditional home appliance manufacturers, quantum dots, 8K and other technical concepts are TV. At the same time of selling, consumers' intuitive feelings are mostly not strong, and in the current TV industry hardware differences gradually shrink, Internet TV enterprise software content has more advantages.
Then, in the case of the convergence of traditional TV and Internet TV, how should Internet TV manufacturers break?
First, brands with content can survive.
The content is king, the principle of operation first will not change in the Internet TV market. As the user just needs, the content will only become more and more important.
According to market research firm Nielsen, 24% of users focus on the quality of online sources; 28% care about whether the operating system is smart; and up to 43% of users are most concerned about the richness of TV content.
And after having content, it is based on the operation of the content.
According to Peng Jianfeng, vice president of the China Electronics Video Industry Association, there are already 300 million Internet TVs in existence, and the number of active users is about 200 million. The size of such a large Internet TV user can be in content subscription, advertising operation, etc. Provide substantial income for mainstream color TV companies.
According to the data of Ovi Cloud, in 2017, the OTT advertising market reached more than 2 billion yuan. It is expected that by 2019, the advertising of the entire OTT market will exceed 10 billion mark. For Internet TVs that can play a huge role in it, The outlook can be expected.
As the value of OTT becomes more and more apparent, some major Internet TV manufacturers have made more efforts in this area, began to hardware, and began to build a platform. On the one hand, this is to deal with the Internet TV market in crisis. Attitude adjustment, on the other hand, this is also a stage that will inevitably move forward in the development of the Internet TV industry.
Second, accelerate the promotion of smart ecological scene layout.
As an excellent carrier for extending to intelligent scenes, Internet TV can no longer be just a video window, but a key entry in smart home interconnection. For Internet TV companies, the development of TV hardware is ultimately for layout. Its own ecology, so as to grasp the right to speak in the next smart scene.
It is understood that Xiaomi has connected more than 100 million IoT devices and has become the largest IoT platform. TV is one of the core entrances to the smart scene. For Xiaomi, who is not relying on hardware to make money, but is doing Internet services, Xiaomi TV will inevitably play an increasingly important role; PPTV smart TV brand is also included in the newly established Suning Technology Group Intelligent Terminal Company this year, Suning said that the future Suning terminal intelligent terminal company's products will not be pure TV Products, but to create a series of technology attributes around the smart family ecology; In addition, Lenovo's TV business positioning has undergone major changes this year, into the IoT category, becoming a key part of Lenovo's entry into smart home. Many cases confirm the smart ecology The construction of the scene has increasingly become the foreground of Internet TV.
In addition, the entry of the Internet giant will bring more imagination to the Internet TV industry. Previously, Tencent has invested in the opening of the Internet, Thunderbird and other Internet TV companies, this year the giants have further joined: Baidu more than 1 billion shares Cool Kai, Jingdong Investment Thunderbird, Tencent and many other companies have invested in Le Rongzhi, etc. This is just the tip of the iceberg where giants such as BAT enter the smart screen. The gradual addition of giants means more recognition of the big screen market. The Internet TV market is bound to have even greater changes.
3. Third, the high end is still the trend of the times, to seize the rural market.
The TV industry is a technology-intensive industry, and technological innovation is the main source of product competitiveness. How to combine the advantages of traditional manufacturers in TV technology with the advantages of Internet TV brands in the 'content ecology'? The artificial intelligence TV in the smart living room of the living room may be the driving force for the consumer's sensitive point and the recovery growth of the Internet color TV market.
According to Dong Min, vice president of Avi Cloud (AVC), under the trend of high-end industry, it is necessary for Internet TV brands to bind high-end core supply chain manufacturers to produce high-end products to maintain their brand image. High-end transformation, it needs to increase the layout of offline channels.
Zhou Kun, a popular multimedia CEO, said that in addition to the product hardware and software experience and brand acclaim, it is also very important to firmly grasp the market. In the downturn of the industry, the popular online TV channel achieved triple-digit growth. The offline channel achieved a 50% increase.'
Zhou Kun recently visited the rural market and visited more than 50 dealers. He learned that in the process of rural broadband popularization, the first thing people should do is to change their TV to Internet TV. So he judged that consumers change the machine. Demand will gradually shift from urban to rural market. In the longest two years in the future, within the first year, there will be large-scale Internet TV demand in the rural market.
In 2018, Internet TV brands still have a lot of space to be elaborated. Long-distance running, innovation, and deep cultivation will be synonymous with the development of Internet companies. Although the industry has started a new round of shuffling, it is not necessarily for those who are prepared. A good opportunity to expand market share.