Since the smart TVs were put on the market, color TV manufacturers have no longer only valued hardware competitions in R&D and sales, and their content services have gradually become mainstream competition in the industry, and “hardware + content†has now become the main target for the development of the industry. , and will lead the industry to the high-end advance.
TV companies accelerate market distribution online and offline
According to the data of China's flat-panel TV consumption in the January-June period of 2016 and the market trend forecast report for the second half of the year, the sales of the flat-panel TV market have shown a slight increase since 2014, of which the sales volume in 2014 was 42 million units, and the sales volume in 2015 was 44 million units. Taiwan, which sold 23 million units in the first half of 2016, is expected to reach 48 million units in 2016.
From the perspective of brand size, a large number of new Internet TV brands have emerged in the market in recent years, and the market share has been expanded, and the foreign brands have been the most affected. The sales volume in the TV market accounts for 85% of the domestic brands, and foreign brands account for more. Than 15%. Foreign brands mainly include Samsung, Sharp, Sony, LG, etc. However, from the standpoint of profitability of individual products, foreign brands still have certain advantages.
However, the emerging Internet brands are not particularly optimistic. In addition to Xiaomi and LeTV, the rest of the Internet brands are still living in the gap. However, the competition between Internet brands is very large, and its reshuffle speed will be faster than traditional brands.
With the development of technology, television brands in the market have laid out high-end products such as curved surfaces, ultra-thin, HDR, OLED, and laser televisions. From the point of view of consumers purchasing product structures, the current mainstream of consumer spending is smart TV, 46+ large-size and 4K-type products, accounting for 80%, 60%, and 25% respectively. With the upgrading of display technology, color TV companies are also building their own high-end product symbols, which will also promote television brands to accelerate consumer demand upgrades, and further strive for market share growth of the mainstream strategy.
Judging from the exposure of color TV technology and morphological aspects, companies mainly focus on TV display technologies such as 4K, OLED, and HDR, as well as the high-profile forms of curved TVs and ultra-thin TVs. This also reflects the powerfulness of enterprises in the distribution of high-end products. Strength.
In terms of sales channels, the growth of the e-commerce platform has reached a peak at this stage, and the offline entity has entered the integration period. Online and offline sales account for 80% and 20%, respectively, although it is currently open for online purchase channels. Consumers provided multiple channels of choice, but from the current form, offline channels still occupy most of the advantages. The birth of e-commerce festivals such as “6.18†and “8.18†can not be underestimated for the growth of consumer TVs, and the momentum is still strong.
Large-size 4K+HDR products will become the industry's explosion
According to market statistics, currently more than 8 brands including Hisense, TCL, Skyworth, Changhong, Samsung, and Sony are building their own HDR televisions. Currently, 34 series and more than 50 models of HDR TVs are sold in the market, and the Internet TV brands For example, Xiaomi, LeTV, etc. will also mainly launch HDR TVs in 2016. It is expected that the total sales volume will reach 1 million units this year, and consumption is expected to increase exponentially next year.
However, 4K Ultra HD and HDR have become the hottest combination. Through the combination of two large-scale display technologies, TV can realize more colorful, more realistic, and restore natural and comfortable color perception. Sony and TCL have all launched TV products that integrate 4K and HDR technologies and are starting to lay out their content.
Currently, HDR products on the market are given priority in the layout of large-size products, mostly concentrated in more than 55 deposits. Among them, 55-inch and 65-inch layouts account for 36% and 35% respectively, which exceeds 70% of the overall HDR market. This is mainly due to the decline in the prices of large-sized TV panels. The technology and ecology of large-screen TVs are already available. At the same time, consumer demand is gradually increasing. Therefore, the trend of large-scale TVs will continue.
Nowadays, the diversification, ultra-high-definition, and large-size development of color TV technology reflect the transformation of the product structure to high-end and high-end products. From the consumer's point of view, the consumption ability and the concept of consumption are also changing. After all, color TV is not a consumable product. Therefore, users are more likely to choose high-quality products when they purchase, and the high-end trend of color TV is also being Gradually accepted by the market, this will also be a breakthrough in the direction of the TV industry.
The "hardware + content" ecological model has become the long-term development goal of the industry
In addition to the enhancement of product quality, companies are focusing on the content of their products, and content services are now becoming the focus of competition, especially after the entry of Internet companies such as Xiaomi, LeTV, PPTV, CANTV, micro-whale, popular, and storm. Most of them are based on their respective content advantages as product highlights. Since LeTV proposed "hardware free" and seized the market with the "buy content and deliver hardware" model, traditional manufacturers began to fight back in a decisive manner. They used the method of "buying hardware to send content" in the opposite direction, setting off a burst of color TV market. Price battle.
At present, the "hardware + content" ecological model has become a consensus in the color TV industry. Both Internet companies and traditional color TV manufacturers compete for content. Following the alliance between TCL and LeTV, Konka, and Microwhales, Changhong and Tencent Penguin TV also announced the formation of a joint research institute. The two sides launched the first children's television G3 and will conduct in-depth cooperation on smart TV content operations.
In addition, Poly-PPTV has also begun to develop smart Internet TV, and will use the hardware + content + service + operation to stir the market, with the industry to open up new development models.
In response, Yin Li'an, vice president of Juli Media, pointed out during an interview with a home appliance alliance network that the current user space for the entire Internet TV market is very broad, and Internet TV should not be merely a simple hardware product. Hardware is only a representation, and the video content is The basis of the product, while the Poly TV Internet TV will join the two major elements of service and operation based on hardware and video content, making Internet TV more perfect.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, pointed out to reporters that, in fact, hardware and content are all standard for television, and they are indispensable. The television 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, improving the ecological layout and realizing the competitive advantages of hardware and content support have become the new force for the color TV companies.
TV companies accelerate market distribution online and offline
According to the data of China's flat-panel TV consumption in the January-June period of 2016 and the market trend forecast report for the second half of the year, the sales of the flat-panel TV market have shown a slight increase since 2014, of which the sales volume in 2014 was 42 million units, and the sales volume in 2015 was 44 million units. Taiwan, which sold 23 million units in the first half of 2016, is expected to reach 48 million units in 2016.
From the perspective of brand size, a large number of new Internet TV brands have emerged in the market in recent years, and the market share has been expanded, and the foreign brands have been the most affected. The sales volume in the TV market accounts for 85% of the domestic brands, and foreign brands account for more. Than 15%. Foreign brands mainly include Samsung, Sharp, Sony, LG, etc. However, from the standpoint of profitability of individual products, foreign brands still have certain advantages.
However, the emerging Internet brands are not particularly optimistic. In addition to Xiaomi and LeTV, the rest of the Internet brands are still living in the gap. However, the competition between Internet brands is very large, and its reshuffle speed will be faster than traditional brands.
With the development of technology, television brands in the market have laid out high-end products such as curved surfaces, ultra-thin, HDR, OLED, and laser televisions. From the point of view of consumers purchasing product structures, the current mainstream of consumer spending is smart TV, 46+ large-size and 4K-type products, accounting for 80%, 60%, and 25% respectively. With the upgrading of display technology, color TV companies are also building their own high-end product symbols, which will also promote television brands to accelerate consumer demand upgrades, and further strive for market share growth of the mainstream strategy.
Judging from the exposure of color TV technology and morphological aspects, companies mainly focus on TV display technologies such as 4K, OLED, and HDR, as well as the high-profile forms of curved TVs and ultra-thin TVs. This also reflects the powerfulness of enterprises in the distribution of high-end products. Strength.
In terms of sales channels, the growth of the e-commerce platform has reached a peak at this stage, and the offline entity has entered the integration period. Online and offline sales account for 80% and 20%, respectively, although it is currently open for online purchase channels. Consumers provided multiple channels of choice, but from the current form, offline channels still occupy most of the advantages. The birth of e-commerce festivals such as “6.18†and “8.18†can not be underestimated for the growth of consumer TVs, and the momentum is still strong.
Large-size 4K+HDR products will become the industry's explosion
According to market statistics, currently more than 8 brands including Hisense, TCL, Skyworth, Changhong, Samsung, and Sony are building their own HDR televisions. Currently, 34 series and more than 50 models of HDR TVs are sold in the market, and the Internet TV brands For example, Xiaomi, LeTV, etc. will also mainly launch HDR TVs in 2016. It is expected that the total sales volume will reach 1 million units this year, and consumption is expected to increase exponentially next year.
However, 4K Ultra HD and HDR have become the hottest combination. Through the combination of two large-scale display technologies, TV can realize more colorful, more realistic, and restore natural and comfortable color perception. Sony and TCL have all launched TV products that integrate 4K and HDR technologies and are starting to lay out their content.
Currently, HDR products on the market are given priority in the layout of large-size products, mostly concentrated in more than 55 deposits. Among them, 55-inch and 65-inch layouts account for 36% and 35% respectively, which exceeds 70% of the overall HDR market. This is mainly due to the decline in the prices of large-sized TV panels. The technology and ecology of large-screen TVs are already available. At the same time, consumer demand is gradually increasing. Therefore, the trend of large-scale TVs will continue.
Nowadays, the diversification, ultra-high-definition, and large-size development of color TV technology reflect the transformation of the product structure to high-end and high-end products. From the consumer's point of view, the consumption ability and the concept of consumption are also changing. After all, color TV is not a consumable product. Therefore, users are more likely to choose high-quality products when they purchase, and the high-end trend of color TV is also being Gradually accepted by the market, this will also be a breakthrough in the direction of the TV industry.
The "hardware + content" ecological model has become the long-term development goal of the industry
In addition to the enhancement of product quality, companies are focusing on the content of their products, and content services are now becoming the focus of competition, especially after the entry of Internet companies such as Xiaomi, LeTV, PPTV, CANTV, micro-whale, popular, and storm. Most of them are based on their respective content advantages as product highlights. Since LeTV proposed "hardware free" and seized the market with the "buy content and deliver hardware" model, traditional manufacturers began to fight back in a decisive manner. They used the method of "buying hardware to send content" in the opposite direction, setting off a burst of color TV market. Price battle.
At present, the "hardware + content" ecological model has become a consensus in the color TV industry. Both Internet companies and traditional color TV manufacturers compete for content. Following the alliance between TCL and LeTV, Konka, and Microwhales, Changhong and Tencent Penguin TV also announced the formation of a joint research institute. The two sides launched the first children's television G3 and will conduct in-depth cooperation on smart TV content operations.
In addition, Poly-PPTV has also begun to develop smart Internet TV, and will use the hardware + content + service + operation to stir the market, with the industry to open up new development models.
In response, Yin Li'an, vice president of Juli Media, pointed out during an interview with a home appliance alliance network that the current user space for the entire Internet TV market is very broad, and Internet TV should not be merely a simple hardware product. Hardware is only a representation, and the video content is The basis of the product, while the Poly TV Internet TV will join the two major elements of service and operation based on hardware and video content, making Internet TV more perfect.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, pointed out to reporters that, in fact, hardware and content are all standard for television, and they are indispensable. The television 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, improving the ecological layout and realizing the competitive advantages of hardware and content support have become the new force for the color TV companies.
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