Why is traditional TV dead?

A few days ago, Mary Meeker, Queen of the Internet, published the annual Internet Trends Report for 2014, in which she pointed out the concept of "redefining remote control. In Mary Mikel's view, with the application and popularization of the Internet, the future development of the Internet and smart terminal devices will undoubtedly promote the integration of multiple screens into a new trend and technology trend, at the same time, we need to rewrite the new Internet and new business ecology.

650) This. width = 650; "src =" https://mmbiz.qlogo.cn/mmbiz/ruQiaPclr2R1tZVGUVricmNp2DtxmOHfnTo34GE3ccEENxbCxAGapxlnkbfBSP4ic9VqkJIKrMPoIZYTwOjMyHMoQ/0 "alt =" 0 "/>

In addition, Mary Mikel also pointed out in this report that Smart TVs will eat away from functional TV markets and change Internet screens, especially Smart TVs using apps, in the future, it will become a home entertainment center.

This idea of Mary Mikel is not derived from her outlook on future trends. In fact, before she published this idea, Chinese TV providers have long been aware of this trend, letv, Xiaomi, skyworth, Hisense, Changhong and other TV manufacturers have launched a variety of Large Screen products in addition to competing efforts in the large screen market.

Mary Mikel believes that the future screen will tend to be multi-screen and big screen, not only catering to the current trend of the times, but also promoted a new technological revolution to a certain extent; some people even think that the replacement of function TVs and large screens to small screens by new Smart TVs will inevitably become a trend, while functional TVs in the traditional sense will inevitably end at the end.

Why did traditional TV go to the end of the road?

In the past few decades, functional TVs have developed considerably in the traditional sense, but in the Post-digital era where the Internet is gradually at the core, the decline of functional TVS has become an unstoppable trend. According to a report recently released by China Electronics Chamber of Commerce, the domestic TV market sold less than 20 million units in the first half of this year, a sharp drop of 15% compared with the same period last year. This is the first time that the TV industry has experienced a decline in sales in the past 30 years. On the contrary, Smart TVs are experiencing explosive growth. According to data released by kpcb, smart TV shipments increased by 2013 in 39%. The super TV launched by domestic Internet company letv TV has a one-year sales volume of nearly 1 million. According to the current growth rate, it will reach 8 million in the next three years, ranking first in the industry.

Why is functional TV going to the end? On the one hand, functional TVs are too bulky and ugly. In the past few decades, no matter whether it is a main image or a functional TV product with a main volume, they have been unable to escape the troubles of appearance design, volume and other problems, even some vendors have tried, they have not fundamentally innovated. With such factors, functional TVs have become inevitable.

650) This. width = 650; "src =" https://mmbiz.qlogo.cn/mmbiz/ruQiaPclr2R1tZVGUVricmNp2DtxmOHfnTiaJgb7cFgk5pLxLzRezEZlxTc2BKBmefIn7zgSEhA9ianvKGrgmfZqeg/0 "alt =" 0 "/>

On the other hand, functional TVs have a single function and cannot fully meet all needs of users, which is the main cause for the gradual termination of functional TVs. From the perspective of smart TV today, it depends on the internet, hardware, and app (for example, letvstore, which has already built a specialized smart TV application market, the option that allows users to entertain themselves as they wish is the key to functional TV.

Third, functional TVs are expensive and costly to purchase. Compared with new Smart TVs, functional TVs do not take advantage in terms of price. For example, a 50-inch letv S50 air hardware only costs 1999 yuan, however, the prices of other TV products of the same size are almost n times the price.

Fourth, the weak after-sales of function TVs is another major factor that determines that function TVs cannot adapt to this age. Compared with Smart TVs, functional TVs have far more disadvantages in terms of after-sales and service than Smart TVs. This also fundamentally determines that Smart TVs will completely replace functional TVs into the mainstream.

In addition, functional TVs lack ecosystem platforms, high-quality content channels, high-quality product experiences, and other drawbacks, which are also the main factors driving them to be abandoned in this era, according to the current performance of functional TVs and the current development in the smart TV field, it is only a matter of time that Smart TVs completely replace functional TVs.

Smart TVs: How can we break the lives of traditional TVs?

After talking about the disadvantages of multi-function TVs, what are the advantages of Smart TVs? I think it is mainly reflected in the following points:

1. Smart TVs are powerful and entertaining

650) This. width = 650; "src =" https://mmbiz.qlogo.cn/mmbiz/ruQiaPclr2R1tZVGUVricmNp2DtxmOHfnT6VozlUT5kLHCdT7aCC7gCK5VicKcVuDjruLiaXJibJejayD81H0oXSmAg/0 "alt =" 0 "/>

Compared with traditional functional TVs, Smart TVs have more powerful functions and playability. For example, function TVs can only play a single TV program, but Smart TVs can play TV programs in addition, it also provides users with services such as news and information, Image Browsing, online chat, online shopping, and on-demand video streaming. As a combination of Internet + hardware + content, Smart TVs not only outperform functional TVs in terms of concept, but also completely surpass functional TVs in terms of functionality. Taking remote control as an example, super TV reshapes the traditional remote control. It not only adds voice, touch, somatosensory and other functions, but also makes its interaction more powerful. It also turns the remote control into an IP search engine.

2. The smart TV experience is superior and the screen is more comfortable

Function TVs allow users to passively accept a single fixed content. However, on Smart TVs, users can enjoy a new experience, for example, Smart TVs generally have a larger screen (for example, letv max70 up to 70 inch screen size), so they have a better watching experience. In addition, most smart TV manufacturers have carefully optimized the content sources provided. letv TV super TV provides users with 3D, 1080 p, and Dolby video sources, this allows users to enjoy excellent visual effects during watching, which are invisible to functional TVs.

In particular, with the rise of the big screen trend, the home theater is no longer an illusion for ordinary users, especially as the prices of large screen TVs become more cost-effective, the 50-inch super TV S50 air with quad-core configurations only costs 1999 yuan. The future big screen trend will surely become an unstoppable trend, which is both an inevitable trend of market development and potential market demand for users.

The Internet Queen pointed out in the report that users are increasingly inclined to watch TV on the devices and time periods they want. The carousel channel of super TV meets the multiple needs of users to watch videos anytime and anywhere, as well as to turn carousel to on-demand video. It has created an Internet TV carousel era.

3. Smart TVs have a complete ecological chain and are more competitive in the market

With the rise of the mobile Internet trend, some TV manufacturers in China have also begun to build their own ecological chains. For example, letv TV had already entered the smart TV field, we have taken the lead in building a complete Leeco ecosystem of "Platform + content + Terminal + application. Xiaomi, who started from mobile phones, has also realized this trend. In recent years, it has been making great efforts to build an ecosystem platform to catch up with letv. However, it is still different from letv, other vendors are still catching up.

650) This. width = 650; "src =" https://mmbiz.qlogo.cn/mmbiz/ruQiaPclr2R1tZVGUVricmNp2DtxmOHfnTgexQeYA5E7bX8XPaVQk94S0hmOxIvG5NMk0CmIFWGMCwm35oThRqxA/0 "alt =" 0 "/>

In the Application Section of the ecosystem, letv has created a specialized smart TV app market letv store, similar to the appstore on TV, and became the first domestic manufacturer with a complete ecosystem chain.

Games, parenting, education, social networking, tools, and other applications. These Internet applications that were used only on PCs in the past have already appeared frequently on smart TV terminals. Users only need to tap the remote control, you can satisfy your needs in different fields and different preferences. This method is far more advanced than function TV.

In the future, Smart TVs will no longer be a single TV product. Instead, they will be a cinema ecosystem product centered on home entertainment. What users enjoy is not just a single TV program, there is also an ecosystem experience from various applications, the Internet, and terminal devices. This new model brings pleasure, which is incomparable in any functional TV era.

Driven by this age, there is also the rise of the content of film and TV dramas. Some manufacturers with foresight and strategic vision are focusing on enriching and perfecting the content of film and TV dramas in addition to TV products, for example, Xiaomi, which lacks content advantages, can only seek cooperation with others. However, letv, which has rich content sources, has prepared a large amount of high-definition content for users to watch.

Market Challenge: Where is the smart TV opportunity?

According to the current situation, Smart TVs have good product advantages in terms of functions, concepts, and experience. As a result, Smart TVs have been developing in just a few years, there are signs of a comprehensive replacement of functional TVs. On the other hand, the conflict and impact of Smart TVs on functional TVs are also obvious.

On the one hand, Smart TVs face the massive user groups in the domestic market, and how to meet user needs with higher requirements and service standards poses more severe challenges to smart TV manufacturers. On the other hand, how Smart TVs constantly surpass breakthroughs while maintaining the current cost-effectiveness has fundamentally put forward new requirements and tests for smart TV manufacturers.

However, from the current situation, Smart TVs have not only withstood the market test in terms of products, but also in terms of concepts and product features, it also sets a brand new example for Internet thinking models. The results of this effect may make the goal of replacing Smart TVs with functional TVs officially put on a new agenda.

-- End --

(Author: izhuyi; public platform account: zhuyiweixin)