OFweek smart home network news March 30, 2017, Ai Media Consulting released "2016-2017 China smart TV market special report". The report shows that in 2016 China's smart TV sales reached 40.98 million units. It is estimated that by 2018, smart TV sales will exceed 50 million units. Yi Media Consulting analysts believe that in the next few years, the domestic smart TV market as a whole will maintain a steady growth rate. In addition, with the further development of Internet TV brands, online channels may become an important battlefield for smart TV sales.
The following is the detailed content of the report:
Analyst rating
Internet + traditional color TV industry join forces
Content-driven smart TVs have gradually become calm. Many Internet production companies have joined forces with traditional color TV brands. On the one hand, they have received support from traditional companies in hardware design and promotion. On the other hand, Internet thinking has improved the experience of smart TV experience. Has an indispensable role.
LeTV New: LeTV is committed to creating a vertically integrated LeTV ecosystem based on "platform + content + terminals + applications," and the flagship product is LeTV. Despite holding multiple channels of film and television resources and self-produced content, it is impossible to support cost gaps such as LeTV's resistance to low-cost hardware sales. Collaborate with TCL or can gain advantage on hardware.
Xiaomi: From millet boxes to one-piece smart TVs, and now to split-type smart TVs, Xiaomi is returning to the sales model of smart set-top boxes in the face of increased hardware costs. On the one hand, it is convenient for users to upgrade smart hardware, and on the other hand, it also reduces the cost of screens in smart TVs.
Microwhale Technology: Focused on home entertainment services. While acquiring a large amount of content resources, the focus is on the TV system experience optimization and intelligence. Shares in Konka and Philips, together with traditional manufacturers, can make the company more focused on software optimization.
Cool open network: As the brand of smart TV of Skyworth TV, backed by years of hardware manufacturing advantages, with the "big content strategy", and Tencent, iQiyi cooperation to establish a film and television content system, cool TV or have a very strong potential.
2014-2016 China's Smart TV Production Scale
According to the National Bureau of Statistics data, the growth rate of smart TVs was significant in 2016, with a total output of 93.10 million units, a growth rate of 11.1%, but a 15.5% drop from the 2015 growth rate. A media consultant analyst believes that the stimulation of Internet TV boxes, smart TV market is once again hot, in the popularization of fiber, the speed of the network to enhance the environment, the attractiveness of smart TV to the public. However, due to the gradual saturation of the smart TV market, the growth rate has declined.
China Smart TV Sales Volume and Forecast
According to iiMedia Research, sales of smart TVs in China reached 40.98 million units in 2016. It is estimated that by 2018, smart TV sales will exceed 50 million units. Yi Media Consulting analysts believe that in the next few years, the domestic smart TV market as a whole will maintain a steady growth rate. In addition, with the further development of Internet TV brands, online channels may become an important battlefield for smart TV sales.
Distribution of brand share in China's smart TV inventory market
iiMedia Research data shows that in the 2016 smart TV inventory market share distribution, LeTV, Samsung, and Hisense occupy the top three positions, accounting for 9.6%, 8.4%, and 7.7, respectively. %. In the brand of Internet companies, LeTV and Xiaomi are in the leading position by virtue of market first-mover advantage. However, with the development of cool brands and micro-whales, market competition will further intensify. Yi Media Consulting analysts believe that the penetration rate of smart TV continues to increase, and TV manufacturers continue to increase their investment. In the future, the market will compete fiercely in product and service differentiation.
2017 China Smart TV Development Trend Forecast
Content is still the key to catching users, and the difference in user experience achievements
High-quality video content is still the key to attracting users. However, because there are only a handful of manufacturers with Internet TV station licenses, homogenization of content is an inevitable phenomenon. Smart TV's "smart" experience will be a differentiating factor.
Smart TV hardware continues to upgrade
With the continuous improvement of the quality of film and television content, consumer demand for television display is also increasing. The high-end smart TV products use 4K+HDR technology to enhance the visual enjoyment of users. Major manufacturers at home and abroad are actively establishing OLED screen production lines. The growth of OLED screen output will be conducive to the reduction of OLED TV costs, and OLED smart TVs will be reduced to the masses.
Smart TV or smart home control important entrance
Combining traditional manufacturers' hardware support and Internet company's content manufacturing, smart home control will be integrated with smart TV layout, without having to control separately on different smart home layouts, all smart homes can be controlled through smart TV screens, and Internet of things and Internet can be realized. The combination greatly improves the quality of life of the people.
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