When the "Living Room War" is considered to be the next business opportunity breakout point, the domestic TV industry has made waves again. LeTV, a long-established "rock thrower", officially released the long-awaited Super TV product last week. As a result of the immediate reaction in the capital market, the stock prices of LeEco have risen successively, and the shares of Hisense, TCL and Skyworth, the first camp in the domestic TV market, have fallen collectively.
What makes traditional color TV companies uneasy is not the LeTV product itself, but that it breaks the marketing model in which color TV companies have continued to profit from hardware for more than 20 years. This Internet thinking model that relies on content profit and social marketing promotion is like giving intelligence The TV industry opened a small hole. Who will be the next "intruder"? What new disruptions will occur? Traditional color TV companies have realized the potential threat.
By means of intelligence, new applications have appeared in the TV industry chain, and the emergence of IT, video, voice, games, etc. has given TVs more and more attributes in media, Internet, and IT, and the TV industry has begun to change from the original The vertical industrial chain from the panel and chip to the upstream and downstream of the whole machine extends a new horizontal industrial chain from operations, solutions to platform design.
Everyone has the opportunity to become the new king across the two industrial chains, and all princes have launched a new round of scuffles.
Intruder
At present, the television industry has not yet formed sufficient competition, and market brands have not formed a monopoly. According to the market share of color TVs displayed by relevant survey agencies in the past three years, the top six TV brands Hisense, Skyworth, TCL, Changhong, Konka, and Haier have small market share gaps, all of which are maintained at 10-12%.
In addition, since the advent of Internet TV in 2009 to today's smart TVs, TV sets have expanded from simple displays to "display + background processors", which has allowed a number of content providers and operators to see opportunities and more imagination. It has attracted companies such as Lenovo, LeTV, Youpengle, and Xiaomi to join the "touch screen" action of TV sets.
Smart TV seems to outline a perfect picture for everyone. Internet-based search, games, social networking, video-on-demand and other applications based on mobile entertainment, consulting and other applications have appeared on the TV.
This gives the new "intruders" reason to believe that there will be a new reshuffle of TV sets in the future and will start to be deployed in advance. Youpunpoule, Southern Media and Skyworth cooperated to open the "through Hollywood" section on the TV to realize the payment of the video on the TV; Lenovo and Shanghai Wenguang established the Vision Cloud Company to collect video program content for Lenovo Smart TV. And optimization; LeTV directly uses the new identity of the TV company to break the business model of the original TV through content and new channels; Xiaomi enters this field through the TV box curve ...
This directly changes the expectation of TV sales. TVs are no longer profitable from traditional offline sales. Companies with Internet genes are constantly impacting existing business models.
Jia Yueting, chairman and CEO of LeTV.com, said in an interview with the media, "Product prices of traditional enterprises = product costs + product gross profit + operating costs + marketing costs + channel costs + brand premium. Super TV is based on LeTV ’s massive users, The CP2C model (crowdfunding marketing) is used in marketing, that is, manufacturers no longer produce products to attract customers to the market, but orders drive productivity. "
And Xiaomi, who also cuts into smartphones and TVs through hungry marketing and Internet thinking, its person in charge of the TV set-top box business told Tencent Technology that it is not going to talk about LeTV TV products itself. The direct change of Internet companies is that TV To build another brand new ecosystem.
This change is similar to the fact that after the mobile phone enters smart, the industrial pattern is gradually disrupted. "The era of hardware manufacturing and upstream control to control the right to speak will change, and the future will be an era where user experience is king." Wen Jianping, senior vice president of AVC, believes that this is the current advantage of Internet companies .
Tripartite melee
At the time of the storm, as traditional TV companies, they would not be willing to give up the market that has been fighting for many years. When Internet companies have only a few tens of thousands of units. Everything still speaks based on user size.
"We have terminals, and terminals are a very powerful resource. Skyworth sold 8.6 million units in China last year, and added 2 million TV users last year." Liu Tangzhi, president of Skyworth Group's Color TV Business Division, believes that the number of users is enough to contend with "outsiders" "A shocking fact that is hard to get rid of.
At present, these Internet and content parties want to participate, more need to cooperate with color TV companies, and those who are single-handed will usher in siege or lose more opportunities for cooperation.
For LeTV and the "intruders" that will appear in the future, traditional TV companies have positioned them as "destroyer" rather than mainstream. This has intensified the game among color TV companies, content providers and operators. A color TV practitioner believed in an interview with Tencent Technology. "LeTV was previously a partner of Skyworth, TCL and other companies, and it is likely to become a mutually exclusive enemy after that."
The intention of traditional TV companies is to expect to become the main body in the integration of the smart TV industry chain in advance by mastering the TV end user base. Skyworth, Hisense, TCL, etc. have expressed more than once that they must transform to "content + terminal + application + platform". For larger players, Samsung has already intended to build its own operating system for smart TVs, catching up with Apple before it enters smart TVs.
Before the emergence of a new king without grasping the core position of the smart TV industry chain. Whether it represents a vertical industrial chain representing a manufacturing enterprise or an Internet enterprise representing a horizontal industry, it is "self-centered" to maximize its benefits.
Lack of application
However, smart TVs are hot. Data show that in 2012, China's smart TV sales reached 8 million units, accounting for only 27% of flat-panel TVs, and the average activation rate of smart TVs was only 27.5%.
"At the end of last year, we found that the download rate of some smart TV applications was zero. TV users would not find pages on the TV. The smart TV copied the applications on the mobile phone, which made the user experience very poor." One last year Relevant people who were responsible for the operation of China's smart TV APP at Samsung revealed to Tencent Technology.
This also allowed smart TV companies to start adjusting their strategies in 2013, optimizing the UI interface of smart TVs, making the remote control simpler, and starting to focus on video applications.
However, this method of changing soups and medicines does not cause TV users to catch a cold. According to Tencent Technology ’s investigation, it is found that the smart TV user base cannot support the operating costs of the APP, and it is difficult to attract more developers to develop applications for TV sets or attract excellent Internet companies such as Baidu and Tencent to join.
"These Internet companies basically refused. The best result of the negotiations is that they provide an open interface for us to develop ourselves." The above-mentioned people reflect. Even for the secondary development of these Internet applications, TV companies also think that this is a worthless thing.
Internet companies are more concerned that as an important propaganda position in the field of ideology, smart TVs, which are in their infancy, have potential risks in any content or model before determining whether they are business opportunities.
At present, there is no virtuous circle in the horizontal industry chain that can pry smart TVs. In the trend of increasingly concentrated TV media and Internet attributes, the smart TV industry will increasingly have bundling and cooperation in different industrial chains, with complementary advantages. In this process, the number of TV companies will be compressed, and the brands will be divided, but it is difficult to appear subversive or substitute.
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