Technology elimination competition continues TV manufacturers' "soft and hard integration" change

At present, the concept of "smart TV" can be described as a household name. Internet smart TVs represented by Internet companies such as Xiaomi and Leshi have caused many traditional home appliance manufacturers to "see and see." Aowei Consulting predicts that the penetration rate of smart TVs will reach 85% in 2015, and this figure will increase to 93% in 2020. At present, competition in the TV industry technology elimination system including products and services is continuing.

Is the smart TV market saturated?

LeTV announced that it had exceeded 1.5 million units in 2014 and completed its annual sales target one month ahead of schedule in 2014. The next year, LeTV’s sales target for super TVs will be 300 to 4 million units. By the end of 2015, LeTV’s market share will remain high. Will break through 5 million units.

Once upon a time, when the super TV with subversion as the main tone was released, it attracted the entire television industry. LeTV said that the success of Super TV marks the success of vertical integration of the industry chain, and the Super TV model can be copied to other smart terminals.

According to the latest data released by Ovid Consulting, in October of this year, LeTV TV Super TV accounted for 32.24% of the online market share in the color TV market, occupying one-third of the online market, ranking first. From January to October this year, LeTV TV Super TV has always occupied the throne of online sales championship, and its online sales accounted for 20%-30%.

Since the end of the home appliances to rural areas policy, nearly two years have passed. Some analysts believe that the home appliance market has become saturated and the sales volume of the entire television products has been growing slowly. For a long time, consumers’ complaints and satisfaction with television products are inversely proportional. From the side, Letv super TV grabs 1/3 of the online market share, which means that one of the three TVs purchased online is LeTV TV Super TV.

Levision smart terminal business group COO Liang Jun believes that LeTV's disruptive innovation is not simply rely on technology, more is the user experience and business model; "The next year will be the year of smart TV decisive battle, LeTV will lead the industry in voice and somatosensory technology Based on new technology development and upgrades."

Domestic smart TV really explosion models?

The term "explosive money" does not initially apply to smart TVs, and even the entire home appliance industry seems to be somewhat exclusive. In particular, those foreign brands such as Samsung, Sharp, and Sony, domestic TV is a price war, it is bundled marketing, until consumers chase the "explosive models" products, making the transformation of domestic home appliance manufacturers to upgrade with the "foreign brands" to compete Excellent technology.

At present, ultra-high definition, large screen, and green energy have become the main lines of product structure adjustment. It also shows that the industrial structure is developing rapidly along two paths that are intertwined: First, innovation in display technology and semiconductor technology; first, network technology , big data, and cloud computing overlay technology and business model changes.

Hao Yabin, vice president and secretary-general of the China Electronic Video Industry Association, said recently that in the face of complex domestic and international economic conditions, the color TV industry has ushered in a new normal after explosive growth, which means that it is difficult for enterprises to rely solely on scale advantages. To win, it must be transformed and upgraded. When people need to constantly improve their productivity, the emergence of new technologies and new applications has become a general trend.

At present, smart appliances have become the direction of future development of the home appliance industry, and smart home appliances have increasingly become the products demanded by consumers. The purely hardware-based profit model, which dominates the market, is transforming into “hardware + platform + content + service” and strives to form a new industrial value chain based on this converged innovation model based on emerging IT technologies and industries.

“Intelligent hardware like Super TV cannot be just cold products under the thinking of the industrial age, but it needs to pay more attention to the integration of hardware, software, content and services, and only products that truly integrate hardware and software and provide content services continuously. Can really be welcomed by users." Liang Jun finally said.