Because of the collapse of Internet television concepts triggered by the sudden collapse of LeTV, relying on a variety of conception of the television industry continued to allow all practitioners to finally smell the restless crisis of survival in 2017.
The two dark clouds that enveloped the Internet TV industry began to diffuse. One called a sales volume and the other called a power-on rate. Their simultaneous decline was becoming a noose on the neck of the industry. Road noose has always been regarded as an invisible elephant in the house - the crisis is there, but everyone pretends that it does not exist, and even imagined as a garland of honor because of self-impression.
According to the statistics of Orville Cloud, TV sales in the first half of 2017 fell by 11% year-on-year, of which the retail sales in the third quarter were only 10.41 million units, down 12.9% year-on-year.
According to the 53rd Weekly Report on Retail Analysis of Color TV released by China Yikang, the cumulative retail sales and retail sales of the TV market in 2017 all showed negative growth.
In addition to the external factors of weak demand, Electric Technology believes that the concept of Internet TV has experienced growth ceilings, users' willingness to pay less, and the disappearance of family living room entertainment habits are the main reasons for the decline of the industry, which in turn makes it difficult for TV brands to grow in 2017. The main cause.
After the glory of Internet TV, after sales of 10 million units of LeTV in the past three years, they did not find a successor to the succession industry. Millet TV’s market share of less than 1% is hard to grasp. LeTV’s vacated market space, micro whale, It is even popular to see the background of the national team. In 2017, the negative news of layoffs and debts is more than the good news of the brand.
At the other end, the days of traditional TV makers are just as bad. Haixin Electric, which is seen as the leader in the domestic TV market, had a net profit of only 0.6 billion yuan in the first three quarters of 2017, a 47.39% year-on-year drop.
Sichuan Changhong’s three-quarter financial report showed that the company’s net profit for the first three quarters was RMB 167 million, a year-on-year drop of 68%.
Therefore, the question people care about most about the television industry today is naturally: Why did you live so badly in 2017? Will the next 2018 become better?
Is the overdraft of the Internet concept a benefit for serious vendors?
One noteworthy data is that as of June last year, the panel price that occupies the major cost of television production has risen by about 40% over the same period, but the market price increase for TV terminals has not yet reached 20% less than half of the panel price.
Some people called the longest wave of panel price rises in history as the culprit of making TV companies unable to lift up their heads last year. However, the entire television industry has not been able to find effective stimulation of market demand, which has led to expansion of product shipments and dilution of costs. This may be the more fundamental reason.
In the past few years, practitioners of the TV industry, without exception, saw the large-screen smart Internetization as the key direction for exploring new market demands, so that the difference between the so-called Internet TV and the traditional brand TV is no longer obvious.
No TV maker is only concerned with the choice of hardware research and development to ignore the construction of software and content. As for the difference between online and offline sales channels, as long as they can sell and ship, most brands are willing to try more.
However, the end result of the entire television industry's efforts to fully implement the Internet has not only failed to become a soft way of diluting hardware costs, but has also compromised the value of television in disguised form.
Just as the emergence of Xiaomi’s mobile phone has caused people to linger on the concept of Android’s flagship mobile phone “shall only sell for 1999 yuan,†the role of each Internet TV brand in the development of the TV industry is one after another “millet phoneâ€. .
With the advent of Internet TV, the price of TV has become even cheaper, hardware has not made money, and even the negative interest in hardware has become the main means for the new generation of Internet TV brands to win the attention of the industry.
Helplessly, the practice of continuously cutting prices down not only broke through the pricing rules established by traditional TV manufacturers in more than a decade, but also in 2017, when the “LTV concept†was no longer popular, making PPT the vast majority of Internet TV brands. It is difficult to win the buyout of a capital market that it is used to survive.
It is true that under the thinking of television internetization, the strategy of "hardware does not make money and software services make up for it" has always been plausible. It is only paying attention to the inherent awareness of television terminals and the current consumption habits of domestic users. The consumer behavior is still only in the stages of exploring and fostering the ban on pirated resources and the gradual strengthening of copyright awareness in all sectors of society.
The large-screen Internet advocacy users pay for content can be understood as a push for the healthy development of the film and television industry, but if at this moment trying to pay for the hardware with the money earned on the service, I am afraid it is a bit "for granted", more Moreover, the HDMI interface behind the TV gives the user too much freedom of choice.
Looking forward, television brands' exploration of service profitability is not just a way to “sell movies.†Television is used as a new channel for e-commerce to “sell goods.†It also leaves a lot of trails that manufacturers have taken, but it is seen by TV users. Smartphones equipped with a variety of shopping apps and mobile payment tools, TV manufacturers, including several other online games, seem to have failed to find the right direction.
Therefore, today's television industry is like a new thing that can connect all large screens to the Internet, and it has basically tried complex vectors. Unfortunately, this video terminal has become more complicated than simple display devices. In the process, the situation of TV manufacturers did not improve.
In addition, whether it is traditional TV makers or Internet TV brands, along with the increasingly mature development of smart TVs at the present stage and the homogenization of content resources, the growth point of the Internet industry will no longer constitute the differentiated element of brand competition in the industry. .
Just like the development of smart phones, a few years ago, people are also keen to discuss who's system UI is easy to use, but in the past two years, the real promotion of the mobile phone market is obviously fast, dual camera, full screen, these hardware technologies Level factors.
After the television industry has circled the Internet, it is also urgent to find the next place to truly stimulate the market.
For the industry looking for a relief screen revolution or artificial intelligence, who is the better pill?
It can be seen that in 2018, the multi-faceted upgrade of the screen itself is bringing new opportunities for the television industry.
The CES show at the beginning of the year, 8K, and OLED technology, which is regarded as the popularization period, have strongly occupied the commanding heights of TV manufacturers' booths. However, the development trend of TV without screens is also changing the product strategy of many Internet TV brands. , And there are continuous TV manufacturers to launch laser TV initiatives can be seen.
The benefit of changing the screen as a turning point in the TV industry is that it directly constitutes changes in the products that consumers can actually intuitively feel. It is no longer the same as previous television Internetization. No matter how many press conferences are held, others may not be able to hear it. Understand where this big screen is changing.
However, the emergence of new technologies has placed television companies on the promotion of product prices for 8K, OLED, and even laser television. With the development of the Internet industry at the current stage, the television industry has been brought into a low-cost cycle as a whole. .
The new technology enables TV terminals to cater for the needs of consumer upgrades. However, consumers still have to pay for the various barriers of TV products, such as their useful life, replacement cycle, and even the practicality of the 8K resolution and large display size of laser TVs. Quite high.
Of course, the use of micro-investment in product thinking to create so-called non-screen TVs is a clever way for many Internet TV makers recently. On the surface, these products have not been overpriced, but they have really removed the screen and changed the form of television products. Can be described as the best of both worlds.
However, in reality, microscreen-based non-screen TVs, because of the brightness of LED light sources, etc., it is too early to replace TVs. It is still too early to focus on storm TVs without screens. The relevant brand leaders are all in front. Soon it was publicly stated that, at the actual display effect level, traditional screen TVs still have irreplaceability based on the mainstream market.
The major reason why non-screen TVs are favored by Internet TV brands is that compared to the traditional television inventory market with an annual sales scale of 50 million, there is only 3 million micro-investment in the same type of data, which is an incremental increase in space. The market, but after 3 million, there is still much room for growth, enough to attract enough traditional TV users to change positions, and no one can say that.
On the other hand, in addition to these changes in hardware and product form, the rise of AI in the field of science and technology, and the rise of artificial intelligence, also present a soft layer for the television industry in the “post-Internetization†era. The new direction of the trend of the times.
When it comes to the application of artificial intelligence on television, the main problem is that the concept of artificial intelligence looks fresh enough, but the artificial intelligence scene on TV does not seem fresh enough.
Before the industry generally did not have a clear definition of artificial-smart TVs, consumers were not only aware of most of TV artificial intelligence, but also came from other types of products such as mobile phones, smart speakers, etc., like the "fall waterfall" PatchWall before Xiaomi TV. Directly summarized as the understanding of artificial intelligence television, it also appears to be too thin and casual.
From the point of view that has always been regarded as the important interactive entrance of the future smart home center, the TVs that each living room needs to have are of obvious importance in the era of artificial intelligence, but what artificial intelligence TVs should do and what they can do, the television industry Thinking in this field is only just beginning.
In today's technology industry, the failure of "Moore's Law" in the chip manufacturing sector is close at hand, and terminal equipment manufacturers are often unable to get rid of the situation in which the hardware upstream is controlled by several suppliers. Artificial intelligence promotes the general trend of smart life. The trend of the television industry shifting from product hardware competition to software capability competition will become increasingly apparent.
Although TV manufacturers have the first-mover advantage of having brought products into the home environment, it is still unknown whether television companies born in hardware manufacturing are prepared to compete in the new situation of software capability competition.
From this point of view, the 2017 defeat will not make the 2018 TV industry easier.
The screen revolution is the question of which high-priced products should be sold to which users? Will not sell it?
Artificial intelligence is a new and unknown space for most TV manufacturers. The final position of TV in the era of artificial intelligence will not be the same as in the process of large-screen Internet, without clear ideas and preparations. Can't meet the industry's expectations? The same is predictable.
Ultrasonic Annunciator,Ultrasonic Piezo Annunciator,Outdoor Ultrasonic Annunciator,Ultrasonic Piezoelectric Annunciator
NINGBO SANCO ELECTRONICS CO., LTD. , https://www.sancobuzzer.com