Electronic enthusiasts at 8 o'clock: In the domestic TV market, the "attack" of Internet TV brands and the "defense" of traditional TV brands constitute the main theme of the industry's development. Recently, various color TV giants have taken turns to launch their own new spring products. The balance of attack and defense of the original industry is also being broken: the boundary between Internet brands and traditional brands is being further blurred, and the collective loss of nearly half of Internet TV brands also indicates that The knockout of the industry has already begun.
On April 5th, the Internet TV brand Micro Whale launched its new "Drunk" thin TV A series, including 55-inch and 65-inch two products, both of which have achieved the thinnest 4.9mm of the ultimate craft, priced at 8999 respectively Yuan and 16,999 yuan, the sword refers to the high-end market. Earlier, LeTV released new 55-inch and 65-inch TVs with prices as high as 8999 yuan and 13999 yuan, and mainstream Internet TV manufacturers are bidding farewell to the price war.
With the approaching of the "May Day" holiday, the release of new color TV products in the spring of 2017 has gradually come to an end. In this round of new product releases, traditional color TV giants such as Sony, Samsung, TCL, Changhong, Konka and others have routinely launched new products, and Hisense also announced that it will release new products on April 12. However, many Internet TV manufacturers that have received much attention in recent years have begun to show different trends. One is to continue to insist on launching new TV products based on LeTV, Weijing, Xiaomi and other companies, and the other is some Internet such as Storm and Barley. TV companies are absent this spring's new product launch.
Some industry experts pointed out that some companies may be considering their own release rhythm, so they did not deliberately rush to release in March and April, hoping to stagger this intensive release period. However, counting the channel's time to shop, new products will not be released, which also means that companies may miss the traditional sales season of "May Day", which will affect the entire first half of sales, which is obviously not a mainstream company or want to become a mainstream company. practice.
Industry observer Hong Shibin believes that this may also release a signal that Internet TV has officially entered a reshuffle period. In recent years, many Internet companies have entered the color TV industry cross-border, but the overall color TV market has not been significantly improved. The industry has returned to the multi-brand competition pattern, and shuffling is an inevitable process of industry development. According to data from Aowei Cloud, China ’s color TV retail sales in 2016 were 50.89 million units, an increase of 7.8% year-on-year; retail sales were 156 billion yuan, down 1.8% year-on-year.
In fact, this is the third consecutive year that the domestic color TV industry has not increased revenue for the third consecutive year. The main reason is that Internet manufacturers advocate high cost-effective strategies, often adopting cost pricing or even negative profit pricing models. Rapid expansion.
Storm Group's 2016 annual report shows that TV revenue in 2016 was 930 million yuan, but the operating profit of TV-based hardware was -140 million yuan, which once dragged Storm Group's net profit attributable to shareholders of listed companies down by nearly 70%. The storm group pointed out in the report that the loss was mainly due to the rise in raw materials such as TV panels, and pointed out that in 2016 it achieved sales of 800,000 units. This sales is far from the initial goal set by Storm TV for 10 million units in three years. In addition, there are insiders who are skeptical about the authenticity of the storm data. Some insiders pointed out that according to RMB 930 million, 800,000 In terms of sales volume, the average selling price of a single product is 1162 yuan. However, in addition to the 999 yuan for the 40-inch super body TV, Storm TV's other products are mainly priced at more than 2,000 yuan, so either 999 yuan TV occupies most of the sales of Storm TV, or there are some special storm TV. Sales model, otherwise it is suspected of exaggerating the sales of 800,000 units. A reporter from the Beijing Business Daily logged in to the official website of Stormwind TV and found that the current sale price of Stormwind TV is at least 2199 yuan and the highest is 5999 yuan.
Some industry observers pointed out that the popularity of smart TVs has gradually reduced the concepts of traditional color TV manufacturers and Internet TV manufacturers. The core is to provide users with smart and easy-to-use products to occupy the market. With the increase of content services by companies such as Samsung and Sony, micro-whales and other companies focus on the research and development of cutting-edge hardware technology. In the future, the color TV industry will compete in all directions. Like micro-whales, they have a large number of high-quality content resources, have Internet genes, and pay attention to hardware Companies investing in R & D are most promising to continue to grow in the future.
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