Domestic foreign TV market accounts for over 80% of foreign investment


According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, sales of flat-panel TVs in the first half of 2016 were 23 million units, which is expected to be 48 million units in the whole year. The domestic brand market accounted for 85% of the total, and foreign brands were completely declining.

Lu edge wave said that both Internet companies and traditional color TV manufacturers are competing for content. TCL and LeTV, Konka and the micro-whales alliance, Changhong and Tencent Penguin TV also announced the formation of a joint research institute, superior friends and Pule to strengthen cooperation with film and television production companies, etc., all embody the importance of domestic color TV brands on content.

In addition to cooperation, traditional color TV manufacturers are trying to get involved in content production. Skyworth has regarded content investment as a new strategy, preparing for a joint production agency to shoot content and investing in a number of film and television dramas. Hisense also sponsored the “European Cup” for the first time to get involved in video productions and teamed up with Huang Jianxiang and Sina Weibo to create a first-rate ball review program.

Foreign brands have little action in this regard. Insiders pointed out that the insights of changes in the demand of foreign-invested companies in China's consumer market are obviously weak and slow, coupled with the lack of independent sales channels, and the continuous decline of the Internet channels in recent years, the declining share of the market is also normal. reaction.

Lu Renbo pointed out that the TV industry has always followed a hardware-based approach, but the value of content can no longer be ignored. In particular, exclusive, distinctive content is very attractive to users and can enhance users' willingness to pay for viewing. . Therefore, perfecting the ecological layout and realizing the competitive advantages of hardware and content matching have become the new force for the color TV companies.

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