Internet TV open concept bubble to abandon price war to high-end

In the domestic TV market, the "attack" of Internet TV brands and the "keeping" of traditional TV brands constitute the main theme of the development of the industry. Recently, various TV giants took turns to launch their own new spring products. The offensive and defensive balance of the original industry is also being broken: the boundaries between Internet brands and traditional brands are further blurred, and nearly half of the Internet TV brands have collectively lost their voices. The knockout of the industry has already begun.


On April 5th, the Internet TV brand Microwhale launched its new "Drunk" thin TV A series, which includes 55-inch and 65-inch products. Both products have achieved the 4.9mm thinnest process at a price of 8999 respectively. Yuan and 16,999 yuan, Sword refers to the high-end market. Earlier, LeTV released new 55-inch and 65-inch TVs, the price is as high as 8,999 yuan and 13,999 yuan, the mainstream Internet TV manufacturers are bidding farewell to the price war.

With the approaching of the "May Day" holiday, the new release of color TV in spring 2017 will gradually come to an end. In this round of new product launches, Sony, Samsung, TCL, Changhong, Konka and other traditional color TV giants have launched new products as usual, and Hisense also announced that it will release new products on April 12. However, in recent years, many Internet TV manufacturers that have received much attention have started to show different trends. One is to continue to introduce new television products mainly by companies such as Leshi, Xiaoke, and Xiaomi, and the other is a part of the Internet like Storm, Barley, etc. TV companies are absent from this spring's new product release.

Some industry experts pointed out that some companies may be based on their own release rhythm considerations, and therefore did not deliberately arrived in March and April release, hoping to stagger this intensive release period. However, counting the distribution time of the channel, the new product will not be released, which means that the company may miss the traditional sales season of “May 1st”, which will affect the sales of the entire first half of the year. This is obviously not a mainstream company or wants to become a mainstream company. practice.

Industrial watcher Hong Shibin believes that this may also release a signal that Internet TV officially entered the reshuffle period. In recent years, many Internet companies have entered the color TV industry across the border, but the overall color TV market has not significantly improved. The industry is returning to the multi-brand competition, and shuffling is an inevitable process for the development of the industry. According to data from Ovid Cloud Network, China's color TV retail volume was 50.89 million units in 2016, an increase of 7.8% year-on-year; retail sales were 156 billion yuan, a year-on-year decrease of 1.8%.

In fact, this is already the third consecutive increase in domestic color TV industry. The main reason is that Internet companies are praising cost-effective strategies, often adopting cost pricing or even negative-profit pricing models. Some companies have even failed to achieve scale in the form of subsidies. Rapid expansion.

According to the Stormwind Group's 2016 annual report, TV revenue in 2016 was 930 million yuan, but TV-based hardware operating profit was -1.4 billion yuan, which once caused a drop of nearly 70% in net profit attributable to shareholders of Stormwind Group. Stormwind Group pointed out in the report that the loss was mainly due to rising raw materials such as TV panels and pointed out that in 2016, 800,000 units were sold. This sales volume is far from the target of 10 million sets of three years that Stormwind TV originally set for itself. There are also people in the industry who are skeptical about the authenticity of the storm data. Insiders pointed out that according to 9.3 billion yuan, 800,000 yuan. Taiwan sales volume calculation, the average price of a single product is 1162 yuan. However, Storm TV in addition to the launch of the 40-inch Ultra TV price of 999 yuan, the other product prices are mainly concentrated in more than 2,000 yuan, so either 999 yuan TV accounted for most of the storm TV sales, or there are some special storm TV Sales model, otherwise it is 800,000 Taiwan sales have exaggerated doubts. Log Storm TV official store also found that the current sale of the Storm TV is the lowest price of 2199 yuan, a maximum of 5999 yuan.

Some industry observers pointed out that the popularity of smart TVs has caused the concept of traditional TV manufacturers and Internet TV manufacturers to gradually shrink. The core is to provide users with smart and easy-to-use products to occupy the market. With the addition of Samsung, Sony and other companies to increase content services, micro whale and other companies pay attention to the development of hardware cutting-edge technology, the future of color TV industry will be launched in all aspects of competition, such as the micro whale, which has a large number of high-quality content resources, with Internet genes, while paying attention to hardware Companies investing in R&D are most likely to continue to grow in the future.

Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.

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