The internet didn't bring real prosperity to the TV industry 2016 to enter the knockout round
In 2015, more than one industry group said that the television industry will soon have to reshuffle. However, these voices have been submerged in the spree of Internet TV. In the past year alone, more than a dozen new Internet TV brands have entered the market.
Internet TV flocked to the market, but at least for now, they have not yet made a profit. A group of industry data just released will cool this carnival. The market share of China Yikang in the past eight weeks (December 21 to February 14) shows that among the top eight television brands in the domestic market, only the top three TV companies have increased their market shares, and the latter five share. There have been different degrees of decline, with the most brands falling by 3%.
Three advantages of old appliances are obvious
January and February are the peak seasons for the first year of the year and the most important sales season for the year. The two-month statistics seem to show the trend of the year, which is to accelerate the differentiation. From the data point of view, the strong have begun to become stronger. The top three Hisense, Skyworth, and TCL are not only the only growing brands, but also may be the only three domestic TV companies that are still profitable. . "China Top 5 Color TV" Konka and Changhong show off.
The 2015 performance forecast released last month shows that Sichuan Changhong’s net profit for 2015 will be a loss of 1.95 billion yuan, while Shenzhen Konka expects to lose 1.2 billion to 1.4 billion yuan in the whole year.
Even though the TCL Group has achieved overall profitability, TCL Multimedia, which involves television, is only expected to achieve "profitability throughout the year." The previous three-quarter report TV business was still at a loss.
It doesn't seem like waiting until the tide fades and naked swimmers have already appeared.
Compared with the TV industry, which is generally unprofitable and loss-making, the number of domestic TV brands has reached a record high. According to statistics, there are 79 TV brands in the domestic market.
Is history still going to be repeated? Once, China's TV brands have blossomed, and almost every province has its own TV brand. At least 50 TV brands such as Peony, Leap, Peacock, Camellia, and Ruyi have all been sold in the Chinese market, but after the big waves, only Hisense, TCL, Changhong, Skyworth, Konka, Haier and other TV brands have become winners. Other brands have basically become cloud cigarettes.
Under the leadership of LeTV and Xiaomi, more and more Internet TV brands, such as micro-whale TV, have entered the market, although they are not profitable and they do not see profitability for some time.
Compared with the non-profitability, the more severe situation is that the growth of the industry has slowed down and the total volume has only grown slightly. Industry data shows that in 2015 China's color TV market retailed 46.74 million units, a slight increase of 4.8% year-on-year, only an increase of 2.24 million units. In other words, a large number of Internet TV brands emerged in 2015, almost no overall increase in the industry. Internet brands have certainly taken away some of the cakes, but the market demand has not been awakened and amplified, and there has been no blowout period when smart phones were replaced five years ago.
What are the reasons? It should be said that the crux is still in the product. In 2015, many companies played a war of words, but none of the listed data was the strongest recognized video content.
Internet TV features are not obvious
Let's promote ecology, but the issue of license is a sword on the head; Xiaomi claimed to have 1 billion US dollars to lay out the content, but could not see the significant difference; the micro-whale has a halo of content, but its marketing and promotion has yet to find a rhythm. The performance of Internet TV reflects an embarrassing reality, that is, although Internet TV takes experience, content, and services as selling points, the gap between software and content has not been widened, but it is shrinking.
Not only are the homogeneity of each other serious, but they also do not show relative advantages over traditional TV brands. How can such product status stimulate new market demands?
Zhang Dahai, Chief Editor of China Home Appliances Network, believes that in 2016, the veteran enterprises will further accelerate the development of new technologies and designs, and Internet TV will also accelerate in terms of content and ecology. Competition between the two camps is intensifying. From the current situation, old TV brands still have advantages.
On the contrary, the veteran TV makers, after resisting the first three rounds of the impact of Internet TV, made up for shortcomings and stabilized their rhythm. The stronger the stronger, they continued to expand their leading edge. It is worth noting that when the software and content of the Internet-based TV brand gradually became mediocre, the technical advantages and hardware values ​​of established manufacturers were re-evaluated: surface television, ULED partition dynamic lighting, picture quality engine chips, laser display, etc. The attention of users has become a support point for the differentiation of smart TVs.
Who can lead the development of a new generation of television hardware and software, the industry is currently inconclusive. Apple CEO Cook said, "The future of television is application." In the moment, Internet TVs occupying the center of the living room lack a richer application (not just the amount of video content) that can give consumers a huge change in experience. However, before the "application" gate has yet to break down, hardware is still the main driving force for TV upgrades, and it is also the most basic motivation.
In the situation of accelerating differentiation, TV companies may have a "knock-out match" in 2016: traditional TV and Internet TV will further compete for market share; the top five TVs in traditional TV competition will be fiercer and market share will be further divided; Internet TV will kill each other. This scene will be staged in the near future.
Liang Zhenpeng, an analyst of the industrial economy observer and consumer electronics industry, believes that the competition between traditional TV brands will become increasingly fierce, and the concentration of Internet TV into the market will further intensify. Due to changes in the market environment, traditional TV manufacturers should make efforts to maintain customer relationships. After all, the overwhelming majority of consumers are still fans of traditional TV.
Industry insiders predict that in the next few years, the television industry is expected to form an oligarchic pattern in the white-water market such as air conditioners and refrigerators. Figures show that domestic brands of air conditioners and refrigerators account for more than 30% of the market share. The market share of Hisense is 17.05%. In this comparison, it seems that there is an inevitable side to the accelerated differentiation of the TV market.
Internet TV flocked to the market, but at least for now, they have not yet made a profit. A group of industry data just released will cool this carnival. The market share of China Yikang in the past eight weeks (December 21 to February 14) shows that among the top eight television brands in the domestic market, only the top three TV companies have increased their market shares, and the latter five share. There have been different degrees of decline, with the most brands falling by 3%.
Three advantages of old appliances are obvious
January and February are the peak seasons for the first year of the year and the most important sales season for the year. The two-month statistics seem to show the trend of the year, which is to accelerate the differentiation. From the data point of view, the strong have begun to become stronger. The top three Hisense, Skyworth, and TCL are not only the only growing brands, but also may be the only three domestic TV companies that are still profitable. . "China Top 5 Color TV" Konka and Changhong show off.
The 2015 performance forecast released last month shows that Sichuan Changhong’s net profit for 2015 will be a loss of 1.95 billion yuan, while Shenzhen Konka expects to lose 1.2 billion to 1.4 billion yuan in the whole year.
Even though the TCL Group has achieved overall profitability, TCL Multimedia, which involves television, is only expected to achieve "profitability throughout the year." The previous three-quarter report TV business was still at a loss.
It doesn't seem like waiting until the tide fades and naked swimmers have already appeared.
Compared with the TV industry, which is generally unprofitable and loss-making, the number of domestic TV brands has reached a record high. According to statistics, there are 79 TV brands in the domestic market.
Is history still going to be repeated? Once, China's TV brands have blossomed, and almost every province has its own TV brand. At least 50 TV brands such as Peony, Leap, Peacock, Camellia, and Ruyi have all been sold in the Chinese market, but after the big waves, only Hisense, TCL, Changhong, Skyworth, Konka, Haier and other TV brands have become winners. Other brands have basically become cloud cigarettes.
Under the leadership of LeTV and Xiaomi, more and more Internet TV brands, such as micro-whale TV, have entered the market, although they are not profitable and they do not see profitability for some time.
Compared with the non-profitability, the more severe situation is that the growth of the industry has slowed down and the total volume has only grown slightly. Industry data shows that in 2015 China's color TV market retailed 46.74 million units, a slight increase of 4.8% year-on-year, only an increase of 2.24 million units. In other words, a large number of Internet TV brands emerged in 2015, almost no overall increase in the industry. Internet brands have certainly taken away some of the cakes, but the market demand has not been awakened and amplified, and there has been no blowout period when smart phones were replaced five years ago.
What are the reasons? It should be said that the crux is still in the product. In 2015, many companies played a war of words, but none of the listed data was the strongest recognized video content.
Internet TV features are not obvious
Let's promote ecology, but the issue of license is a sword on the head; Xiaomi claimed to have 1 billion US dollars to lay out the content, but could not see the significant difference; the micro-whale has a halo of content, but its marketing and promotion has yet to find a rhythm. The performance of Internet TV reflects an embarrassing reality, that is, although Internet TV takes experience, content, and services as selling points, the gap between software and content has not been widened, but it is shrinking.
Not only are the homogeneity of each other serious, but they also do not show relative advantages over traditional TV brands. How can such product status stimulate new market demands?
Zhang Dahai, Chief Editor of China Home Appliances Network, believes that in 2016, the veteran enterprises will further accelerate the development of new technologies and designs, and Internet TV will also accelerate in terms of content and ecology. Competition between the two camps is intensifying. From the current situation, old TV brands still have advantages.
On the contrary, the veteran TV makers, after resisting the first three rounds of the impact of Internet TV, made up for shortcomings and stabilized their rhythm. The stronger the stronger, they continued to expand their leading edge. It is worth noting that when the software and content of the Internet-based TV brand gradually became mediocre, the technical advantages and hardware values ​​of established manufacturers were re-evaluated: surface television, ULED partition dynamic lighting, picture quality engine chips, laser display, etc. The attention of users has become a support point for the differentiation of smart TVs.
Who can lead the development of a new generation of television hardware and software, the industry is currently inconclusive. Apple CEO Cook said, "The future of television is application." In the moment, Internet TVs occupying the center of the living room lack a richer application (not just the amount of video content) that can give consumers a huge change in experience. However, before the "application" gate has yet to break down, hardware is still the main driving force for TV upgrades, and it is also the most basic motivation.
In the situation of accelerating differentiation, TV companies may have a "knock-out match" in 2016: traditional TV and Internet TV will further compete for market share; the top five TVs in traditional TV competition will be fiercer and market share will be further divided; Internet TV will kill each other. This scene will be staged in the near future.
Liang Zhenpeng, an analyst of the industrial economy observer and consumer electronics industry, believes that the competition between traditional TV brands will become increasingly fierce, and the concentration of Internet TV into the market will further intensify. Due to changes in the market environment, traditional TV manufacturers should make efforts to maintain customer relationships. After all, the overwhelming majority of consumers are still fans of traditional TV.
Industry insiders predict that in the next few years, the television industry is expected to form an oligarchic pattern in the white-water market such as air conditioners and refrigerators. Figures show that domestic brands of air conditioners and refrigerators account for more than 30% of the market share. The market share of Hisense is 17.05%. In this comparison, it seems that there is an inevitable side to the accelerated differentiation of the TV market.