Faced with the continuous decline in sales in recent years and the continued impact of Internet brands, traditional color TV tycoons finally couldn't sit still. Recently, Changhong, TCL and Hisense announced in the name of China Intelligent Multimedia Terminal Technology Alliance (Zhongzhimeng) that they will establish an integrated cooperation system for intelligent terminal partners, which will respectively set standards for payment, information security, advertising, games and investment Carry out unified planning, establish a unified entrance, create a new platform of "platform + content + terminal + application", and develop a content-based TV marketing model.
Since the promotion of energy-saving home appliance subsidy promotion policies expired in June 2013, the Chinese color TV market has entered a downward channel. According to the “Consumption Demand Status of China ’s Flat Panel TVs in the First Half of 2014 and Market Trends in the Second Half of the Year†released by the China Electronics Chamber of Commerce in July this year, due to the existence of uncertain factors such as the slowdown of China ’s macro economy and the slowdown of real estate growth, the Domestic demand for flat-panel TVs has tightened in the past six months, with an estimated sales volume of just over 20 million units, down 15.3% from the same period in 2013. Most color TV manufacturers failed to meet sales expectations and suffered losses.
In this regard, Zhao Huizhi, a researcher of the home appliance industry of CIC Consulting, believes that "market output is becoming saturated, the real estate market is sluggish, the digestion rate of new houses is gradually lowering, low-cost e-commerce channels, and changes in revenue models brought by smart TVs. It makes the survival environment of the color TV industry more difficult. "
When traditional color TV manufacturers encountered "Waterloo", LeTV TV, Xiaomi TV and other companies with Internet as the background, but with a new "play" to achieve contrarian growth. According to the latest data released by LeTV, since its listing in July last year, LeTV ’s 12-month sales have been close to 1 million units. According to this growth rate estimate, LeTV Super TV sales will likely reach 3 million units by 2015, and will be close to 8 million units by 2016.
"Under the trend of TV intelligence, hardware manufacturers can only make money by interacting with users more. This is a new profit growth point." Peng Yu, deputy general manager of Yikang Zhong, a market research organization, said the rapid growth of Internet TV brands Secret. He believes that content service providers are more profitable than traditional hardware manufacturers. Traditional TV manufacturers sell hardware and have limited market capacity, while content service providers have a broader market space. Smart TVs give network brands the opportunity to overtake in corners.
Peng Yu said, "Taking music as an example, selling hardware does not make money. They rely on content revenue to cultivate a continuous stickiness of users through content. Our current color TV manufacturers lose one every time they sell a product. Users, users go to find content and go to the box. "
For decades of development of China's television industry, its main profit model is selling hardware. The emergence of Internet brands such as LeTV TV has completely broken this inherent business ecology. Take the newly released full version of LeTV Super TV S40 Air as an example, the hardware price is as low as 999 yuan, but there is an additional 24-month content service fee of 980 yuan. Hardware cannot bring more profits to it, and content services have become the key to LeTV's profitability.
Zhongyi Kang offline retail monitoring data shows that from January to April 2014, the penetration rate of smart TVs has reached 58.7%. The penetration rate of smart TVs will continue to increase in the second half of 2014. The penetration rate will reach 79.5%, while the penetration rate of smart TV in 2013 was only 48.9%. Emphasizing content, smart TVs are becoming an uncompromising "new darling." With the gradual deepening of the smart era, the content market will become the core link of the color TV industry chain.
In the face of the impact of the Internet, leading companies that have been fighting for decades in the color TV industry cannot fail to know the importance of content in the smart era. As early as four or five years ago, some manufacturers put forward the viewpoint of transitioning from pure hardware manufacturers to content service providers, and also launched a batch of smart products. However, due to various reasons that TV hardware can still bring considerable profits, smart TVs manufactured by traditional enterprises have also remained in the "concept" stage for a long time.
The big move of "China-Chile League" to unify the standard this time is considered by the industry to be no longer a "fake shot." Zhao Huizhi told reporters that the transformation of traditional TV manufacturers to content marketing can take the cake of Internet companies as their own. After the three major manufacturers unify the standards, they can accelerate the enrichment of content resources and share resources to reduce marginal costs. Even if such a blockade is unsuccessful, it can suppress the status of Internet companies in cooperation and regain the right to speak.
"From a global perspective, the presence of hardware manufacturing will become weaker and weaker. What we need is a carrier, as long as someone manufactures it, but the brand does not need that much. Traditional TV manufacturers are asking for content The strategy of transformation, I think this is the inevitable path that it will take under the premise of future Internet thinking and virtual economy. "Peng Yu said.
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