When other people said that they were still laughing at the moment, they could not laugh at themselves. The brand names of the Internet color TVs that once lost sight of the world have now reached the crossroads. They continue to stay in the quagmire of price competition or go ashore to practice and determine the seats and seats in the second half.
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Since its inception in 2013, the Internet color TV brands have been raging, rapidly eroding the market share that was originally a traditional brand, and its online market share reached its highest peak in September 2016.
According to data from China Yikang, the online market share of Internet color TV brands reached 45.8% in September 2016, accounting for almost half of the total. However, after reaching the top, the market share of Internet brands began to rapidly decline in a steep posture. In a short period of four months, market share has dropped to nearly 20%, and has remained below 25% since then. Most Internet brands have either lost or are losing their market share.
Ove Cloud's data also confirms this trend. According to the total data of the summary report of the China TV market in the first quarter of 2017 of Ovid Cloud Network, in the first quarter, the overall market size of color TVs decreased, foreign brands rose in a contrarian direction, an increase of 5.8 percentage points over the same period of last year, the domestic traditional brand market. Shares slightly declined by 1.6%, and the market share of internet brands decreased by 4.1 percentage points from the same period of last year.
As the "leader" of the Internet color TV brand, LeTV's TV business is facing a change of domestic and diplomatic difficulties. LeTV CEO Liang Jun acknowledged at the 2016 annual general meeting of shareholders held on June 28 that LeTV has experienced negative growth since the first half of this year.
Observers in the industry believe that LeTV’s negative growth has both its own brands, channels, products, and supply chain issues, as well as the market environment. What can be determined is that the "magic power" of the Internet color TV brand is disappearing, and the means and methods of gaining market share in the past are no longer as effective.
The "three axes" have been made ancient
Explosive money, massive content, half-price membership, and preferential reduction. Open the publicity page of the Internet color TV brand, full screen "temptation" blowing. Today, Internet content, cost-effectiveness, and e-commerce channels are still the “three axes†of the Internet color TV brands.
According to He Xianghui, senior research manager of China Consumer Electronics Co., Ltd., young consumers in the Internet era have strong ability to accept new brands and receive fast. The emergence of Internet color TV brands has brought new ideas to the color TV industry. The advantages of content, content, and online channels have risen rapidly. But now, the market factors that make it possible for the Internet color TV brand to settle down and develop have undergone tremendous changes. Participating in market competition using previous methods has become impracticable.
The 2016 China TV market summary report released by China Yikang shows that the growth dividends of online channels in the TV market are waning, and the balance between online and offline is tending to be even. The growth rate of online TV market has dropped from 109% in 2013 to 2016. 36% of the year. With the saturation of the number of netizens and online purchasers, the dividends of electronic merchants are gradually ending, and the growth model of relying solely on online channels is nearing dusk.
In addition, the content and price advantages previously owned by the Internet color TV brands also gradually collapsed.
In recent years, traditional color TV manufacturers have successively released Internet smart TV brands, opening up fine-tuned operations with multiple brands and multiple channels. By collaborating with major Internet content giants and at the same time starting to build their own content systems, the contents of the Internet color TV brands do not possess uniqueness and leading edge.
Moreover, since the second half of 2016, the price of TV panels has risen to a high level, and panel prices for individual major sizes have increased by more than 50%. Under the pressure of rising costs, the Internet color TV brands have constantly raised the prices of their products. Therefore, the last line of defense that competes with traditional color TV brands is also broken. After the "three axes", the Internet color TV brand has reached a crossroads.
Peng Jianfeng, deputy secretary-general of China Electronic Video Industry Association, pointed out that the low quality and low price competition is very unfavorable to the long-term healthy development of the industry. The industry should insist on value competition, abandon homogenization, and price competition.
“Now we have put forward a slogan called 'new music as', reflected in the operation is from negative interest pricing to cost pricing, loss of business will certainly not last long.†LeTV to the new CMO Renjun said that music as the beginning of television started Cheap sales have also achieved good results. However, there is a bottleneck in online sales, and smart TV products require user experience. The role of optical Internet access is limited.
Competition enters the second phase
Under the circumstance of saturating the domestic consumer market, the format of the color TV market has changed from the competition of the incremental market to the competition of the stock market. Through the innovation of technology and services to get rid of the homogenous competition, TV companies have continued to develop. New window and new path.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, during the process of conducting random surveys on consumers, consumers have a higher awareness of artificial intelligence televisions and OLED televisions, accounting for 38% and 22% respectively. The application of new display technology and artificial intelligence technology will drive the color TV industry forward.
According to a consumer survey conducted by Zhong Yikang, among the influencing factors of consumers' purchase of goods, the price factor accounted for 11.6%, the balance between quality and price was 51.0%, and the quality was 37.4%. With the advent of consumption upgrades, price drivers have become a thing of the past, and brands and quality are the most concerned factors for consumers.
He Xianghui believes that if the Internet color TV brand wants to continue to gain a place in the future competition, it must provide consumers with products with differentiated quality in certain aspects, such as the design and process of appearance, television interaction, and service experience. On and so on. Through product quality, we gain more consumer recognition and loyalty, and gradually accumulate more brand assets, gradually establish a strong brand, and prepare for the third stage of brand competition.
Lu edge wave said that from the sales data in the past two years, China's color TV market is rapidly developing towards large-screen and high-end trends. In the future, the continuous upgrading of technology and the structural adjustment of products will become an important means for companies to occupy favorable markets.
The reporter found in a variety of visits that the current stage of the Internet color TV brand has been incomparable. For example, watching TV, watching, viewing, and looking at the layout of the entire matrix industry chain has broken down the previous low-cost thinking of explosion models; Xiaomi and other Internet color TV brands continue to add artificial intelligence technology, pay more attention to the user experience; music although the internal and external difficulties, But it is also constantly enriching its offline channels. However, some companies may pick up the "three axes" to return to radical roads in order to survive.
At the crossroads, whether to stay in the quagmire of price competition or to go ashore to practice, the helmsman faces a historical choice.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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