According to statistics from Ovid Cloud Network, in the Chinese color TV market, the share of internet brands in 2014 was about 4.9%, and it was close to 10% in 2015. Since the first quarter of 2016, its share has surpassed foreign brands, and sales have been realized. Rapid growth. According to industry estimates, the final market share of Internet brands will occupy about 20%, so the overall development space is still very large.
Among the representatives of the Internet TV brand, LeTV had a total sales volume of 3 million units last year, a cool open more than 1 million units, and Xiaomi also approached 1 million units. This year, all three have different degrees of growth plans, but even so, the annual sales volume of traditional TV giants Hisense, Skyworth, and TCL have exceeded 10 million units. Internet brands are still too small compared to traditional brands, and sales of these brands increase. Just from the hands of those weak brands, the polarization of the entire television industry will accelerate, and some brands are faced with being shuffled out.
In the face of fierce competition from Internet brands, traditional brands are also under great pressure. The head of Hisense Electric Business Department once stated that “From the time of May 1st last year to May 1st this year, it was the most intense competition between us and Internet brands. The time began to ease some in June this year.†Internet brands are mainly carrying two major weaponry, one is price and the other is content; but it cannot be denied that Internet brands have shortcomings in production.
Although the low price strategy of internet brands has a certain market at present and the current users are still sensitive to price, in the long run, low prices will hurt the overall color TV market, and sustained losses will not be sustainable. At present, only a few companies can recognize this drawback. For example, the intensity of Xiaomi’s involvement in price warfare is decreasing, and Coolopen is aggressively launching related high-end T-series products. The newly established VIDAA is directly targeted at high-end Internet brands.
Relatively speaking, the current Internet brands are more homogenous in terms of content, mostly relying on BAT, and they all cooperate with iQIYI, Tencent and Youku Tudou. Moreover, most Internet brands are mainly "multiple" and "wide" and have not made any difference. Only at the same time, the Coocaa Group is trying to make an unusual explanation on the “quality screening†and “precision push†of content. The "non-ecological, big content" strategy that was released some time ago by Kucoi is to filter these big content on the premise of strengthening the deep cooperation with various content providers, and then conduct big data analysis through its own big screen operation advantage. Users provide "precisely pushed" high-quality program content to achieve "thousands of people" TV viewing experience.
In terms of production, most of the Internet brands are OEMs, there is no core technology in the hardware field, and after-sales services are all basically outsourced, but Kukai is the only exception. As Cool Sky is an independent online sub-brand of Skyworth Group, it has accumulated experience and resources accumulated in 28 years of manufacturing, technology, channels, and after-sales services, and it has only 4950 service outlets nationwide. , not ordinary TV manufacturers can.
Kuang Kaiguo’s chairman Wang Zhiguo once said in an interview that in 2016, there will be less than 5 Internet brands. Whether it is a traditional giant or a new player, the differentiation effect is intensifying and the industry is speeding up the reshuffle. Liang Zhenpeng, a veteran consumer electronics industry watcher, believes that with a large number of losses, internet brands will further shuffle the next few years, leaving 3-5 companies. Who do you think are the remaining Internet brands?
Among the representatives of the Internet TV brand, LeTV had a total sales volume of 3 million units last year, a cool open more than 1 million units, and Xiaomi also approached 1 million units. This year, all three have different degrees of growth plans, but even so, the annual sales volume of traditional TV giants Hisense, Skyworth, and TCL have exceeded 10 million units. Internet brands are still too small compared to traditional brands, and sales of these brands increase. Just from the hands of those weak brands, the polarization of the entire television industry will accelerate, and some brands are faced with being shuffled out.
In the face of fierce competition from Internet brands, traditional brands are also under great pressure. The head of Hisense Electric Business Department once stated that “From the time of May 1st last year to May 1st this year, it was the most intense competition between us and Internet brands. The time began to ease some in June this year.†Internet brands are mainly carrying two major weaponry, one is price and the other is content; but it cannot be denied that Internet brands have shortcomings in production.
Although the low price strategy of internet brands has a certain market at present and the current users are still sensitive to price, in the long run, low prices will hurt the overall color TV market, and sustained losses will not be sustainable. At present, only a few companies can recognize this drawback. For example, the intensity of Xiaomi’s involvement in price warfare is decreasing, and Coolopen is aggressively launching related high-end T-series products. The newly established VIDAA is directly targeted at high-end Internet brands.
(cool open T55 OLED TV)
Relatively speaking, the current Internet brands are more homogenous in terms of content, mostly relying on BAT, and they all cooperate with iQIYI, Tencent and Youku Tudou. Moreover, most Internet brands are mainly "multiple" and "wide" and have not made any difference. Only at the same time, the Coocaa Group is trying to make an unusual explanation on the “quality screening†and “precision push†of content. The "non-ecological, big content" strategy that was released some time ago by Kucoi is to filter these big content on the premise of strengthening the deep cooperation with various content providers, and then conduct big data analysis through its own big screen operation advantage. Users provide "precisely pushed" high-quality program content to achieve "thousands of people" TV viewing experience.
(Cool open "non-ecological big content" strategy)
In terms of production, most of the Internet brands are OEMs, there is no core technology in the hardware field, and after-sales services are all basically outsourced, but Kukai is the only exception. As Cool Sky is an independent online sub-brand of Skyworth Group, it has accumulated experience and resources accumulated in 28 years of manufacturing, technology, channels, and after-sales services, and it has only 4950 service outlets nationwide. , not ordinary TV manufacturers can.
Kuang Kaiguo’s chairman Wang Zhiguo once said in an interview that in 2016, there will be less than 5 Internet brands. Whether it is a traditional giant or a new player, the differentiation effect is intensifying and the industry is speeding up the reshuffle. Liang Zhenpeng, a veteran consumer electronics industry watcher, believes that with a large number of losses, internet brands will further shuffle the next few years, leaving 3-5 companies. Who do you think are the remaining Internet brands?
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