Internet companies "pile up" TV terminals

Internet "powerful" TV industry to change

In 2013, the traditional TV market, which had been on a regular and orderly basis before the end of the year, had a magnificent momentum. TV manufacturers that were once considered the most "old-fashioned" actually jumped into the Internet. Atmosphere, the color TV industry has indeed ushered in changes.

From a policy perspective, in 2013, the energy-saving subsidies came to an abrupt end in June, and the new energy efficiency standards were implemented in October. The most “nonsense” of non-internet companies, which most aroused the changes in the color TV industry, came from all Internet thoughts.

In the end, what happened to the color TV market and what changed?

Market Subsidy Policy Drives Rapid Growth in the First Half of the Year

From the sales data of color TVs in the first 10 months of 2013, it can be seen that the sales data as a whole shows a “U”-shaped curve, and it is a “watershed” in June.

On June 1, 2012, the State Council arranged financial subsidies of 26.5 billion yuan to start the promotion of air-conditioning, flat-panel TVs, refrigerators, washing machines, and water heaters that meet energy-saving standards, with a subsidy of one year.

On May 31, 2013, the energy-saving subsidies for home appliances were formally withdrawn from the appliance market. Previously, a series of “beautiful” vocabularies such as full-fledged red and explosive growth were used in the home appliance market.

It can be seen that the implementation of the energy-saving subsidies policy has reached an unprecedented height after 2013, especially in the color TV industry, which is the biggest beneficiary.

According to statistics, from the perspective of subsidies, as of March 31, 2013 (first quarter), color TV companies have enjoyed a total of 110 billion yuan in subsidies. In the first three months of 2013, color TV companies received subsidies of nearly 5 billion yuan. Support, close to the amount of subsidies received during the past six months.

Monitoring data showed that in May 2013, the increase was the highest since 2008.

With the "sudden stop" of the policy, sales pressure also followed.

Internet TV breaks into the spoils and saves the market

Since the Internet broke into the color TV empire, it caused a huge impact on the color TV industry, but it also provided new breakthrough ideas for the color TV industry when it fell into a downturn and successfully "save the market."

On May 7, LeTV officially launched the 60-inch Super TV X60 in Beijing at a price of 6,999 yuan. This is also the first Internet company to launch its own TV brand, marking the official launch of the Internet model into the TV field.

While internet companies “combine” TV terminals, traditional color TV companies have also cooperated with Internet giants such as Baidu, Tencent, and Alibaba to reversely integrate content.

In order to respond to the “strong” TV market by Internet companies, traditional TV companies such as Skyworth, TCL, and Konka have developed Internet TV and launched strong online brands, directly stimulating the rapid growth of TV sales.

Enterprise Releases Internet TV Schedule

On September 2, Konka's independent online sub-brand KKTV, and simultaneously launched K60U series of two specifications 8 core 4K ultra-high-definition smart TV On September 3, TCL and Baidu iQIYI jointly released the latest product "TCL Iqiyi TV TV+"

On September 5, 2013, Xiaomi TV was unveiled and was defined by Xiaomi as "the first TV for young people."

September 10, Skyworth joint dominant electricity supplier in the field of Ali launched the "Cool On" first K1 series of smart TV products 4K TV <br> <br> usher price surge

In August of last year, Sony first introduced 4K TV to the Chinese market, followed by Samsung and LG. The three foreign brands are all focused on oversized 4K TVs with 80 inches or more, and the price is set at around RMB 200,000, which is a relatively niche high-end product.

Subsequently, domestic manufacturers such as Skyworth and TCL also aimed at the 4K market and launched 50-65-inch 4K televisions, and the price was increased to less than 30,000 yuan.

With ordinary flat-panel TVs entering the sluggish sales period, 4K TVs have become the life-saving straw that drives sales, and ushered in the first wave of price cuts in the second half of the year.

Especially since July 2013, the UHD TV unit price fell below 10,000 yuan and entered a stage of substantial high-speed growth. According to the monitoring data of Yikang, the average unit price of UHD TV in October was 7,962 yuan.

The drop in UHD TV prices was mainly due to the drop in prices of upstream panels. Following the launch of the Samsung 8.5-generation line project at the end of October this year, with the addition of the LG Guangzhou project, the BOE Chongqing project and the Hefei project, and the Panda Electronics Nanjing project, it is expected that the domestic 4K panel production capacity will greatly increase next year, and prices will further decline.

Smart TV manufacturers cross-border integration is a trend

In the first half of 2013, the retail volume of smart TVs was 11.28 million units, a year-on-year increase of 132.2%, while the retail volume of 3D TVs was 10.66 million units, a year-on-year growth rate of 96.8%. Smart TVs have surpassed 3D TVs in market size and growth rate. .

According to Changhong Electric's report, in the first half of the year, the company realized revenue of 28 billion yuan, up 21% year-on-year; net profit of 230 million yuan, up 54% year-on-year. Changhong said that the contribution of the color TV business in the first half of the year was more prominent (in the first half of the year, the color TV business realized revenue of approximately RMB 7.7 billion, a year-on-year increase of 44%), and the strong development of the color TV business was due to the successful promotion of Changhong’s “Smart Strategy”.

The intensive release of smart TV in the second half of the year has the most significant impact on the industry as a result of price shocks. The average price of smart TVs has continued to show a downward trend from the previous quarter. In September, the average price of smart TVs fell the most, reaching 12%.

With the rapid development of smart TVs, cross-border integration is an inevitable trend. Industry competition is no longer confined to color TV manufacturers or content providers, but is a competition between ecosystems that integrate hardware, software, content, and services.