2015 Internet TV 7 major changes: Hardware and Platform competition

After the first round of the new and old brands last year, internet television was doomed to no longer be calm in 2015. Le vision, millet like opened a hole, let each road troops rushed into the market. The beginning of the new year, virtual Operation Shangpeng announced the launch of its own brand TV, Tencent game began with Hisense in-depth cooperation ... With the emergence of new competitors, 2015 of the competition will be more intense. Fierce competition also stems from the saturation of the market. In 2015, China's TV market will slow down, or even drop slightly. According to Allwin Consulting (AVC) Company's data forecast, this year's Color TV market volume will reach 44.1 million units, down 1.1% year-on-year, retail sales will be 137.1 billion yuan, down 6.2% year-on-year. What will happen to the TV market without an increase? First, from the above data, the decline in retail sales indicates that the price war between brands will continue. Second, the original pattern of the TV brand will be broken and shuffle again.　In addition, the future market will enter a longer stock market, new and old brands in addition to strengthen the TV product function of the depth of intelligence, will pay more attention to vertical integration, platform mode will be revealed, including O2O, user ecology, experiential marketing, large data operation of the marketing model will produce profound changes. A shuffle: Top 6 pattern will be broken by the impact of traditional TV brands on the television market saturation has also accelerated the new and old brand competition. According to the relevant data, the end of 2014, the total number of smart TV in China 31.1 million units. Among them, Hisense 8 million, TCL650 million, Skyworth 6.3 million, Changhong 4.5 million, Konka 4 million, Haier close to 4 million, Lok view 1.5 million, millet 300,000. According to the Lok-Vision plan, 2015 will achieve 4 million units of sales. Therefore, the TV brand top 6 pattern or will be broken, the industry concentration will be further improved. The new brand pattern will present a shovel-shaped structure. And for the traditional TV brand enterprises, 2015 is a placeholder year, the pressure not only from the Internet brand, but also from foreign brands. Two building platform enclosure war although the "hardware + Software + platform + content" model of video TV is questioned by Millet, it is an unsustainable closed mode. However, "platform mode" is being copied by major TV brands, and began to actively enclosure. For example, TCL began to adjust its business structure at the beginning of the year, from the original product business areas, to increase the service business areas, venture capital and investment industry. Tcl says it will provide a one-stop solution to customer experience, payment, logistics, and value-added services. And the TV-based niche platform will begin to appear. The most typical is Hisense last March with 11 video companies, Hisense initially wanted to become TV content platform, the content of these video enterprises converged to Hisense TV platform, but this model with the SARFT on the Internet television form of strict supervision and termination. Although the color TV enterprises can not form a direct cooperation with the video site, but after video games, educational applications will appear on the television platform, for example, Hisense began to cooperate with the Tencent game in depth. Year, TV companies will continue to work with a number of game companies to build the game platform on TV. With the rapid development of Internet tools, the traditional hardware-built model of the upper and lower reaches of the TV set will also transform to the platform model. 2015, intelligent logistics, large data, O2O, financial and other platforms to enter the fast lane, including the provision of sales, logistics, finance and other support for the emergence of a comprehensive platform, the enterprises will gradually open the platform to the socialization of Third-party enterprises.　　Therefore, 2015 will be the television industry platform shaping year. The power of speech of the three licensees will enlarge the content-free licensees are also beginning to snatch the market. SARFT since last year reiterated "181th", and the Internet television industry strict supervision, the Internet TV ' token ' of the 7 major licensees of the power of speech increased. Among the 7 largest Internet television licensees, CNTV, Shanghai Hundred-Vision, Hangzhou Hua number, that is, there is content and license plates, so that the major TV brands are competing with their cooperation, and the license of a black Horse Mango TV is in the last year with Tcl, Samsung and other TV manufacturers to grab the TV market. Even the unlicensed licensees cibn and the southern media began to tighten their enclosure, and last year CIBN established a joint venture with Youku.　　The licensee will be the target of Zhongxingpengyue this year, whether it is a joint venture or a profit-sharing business. Four profit model established: advertising, games will gain no increase in the television market, the television brands have turned their attention to the hardware outside the profit model. The advantage of TV is that it plays attractive video content through the technology of big screen and high definition. The video's business model on TV has begun to emerge early last year and is starting to exert itself this year. The profit model of video TV is advertising, renewal of user's later period, and on-demand. And Tcl and Archie Art, Mango TV's cooperation is mainly advertising and on-demand charges, in addition, TCL and related hospital line cooperation, users can see with the hospital line synchronized video. and in order to stimulate the user on demand, Tcl took the "user click Ads to earn gold coins" free to watch the content of the way, which allows Tcl to quickly get with the video company in the advertising of the split.　　In addition, 2015 by the industry as the first year of television games, more content-free TV brands think that the game to buy props and other ways to gain more easily, we will see the TV different game content and profit patterns appear. Five hardware: quantum dots, curved television, the thinnest TV, the fastest 64-bit TV, etc. began to blossom in the just-concluded CES exhibition, including Samsung, Hisense, Changhong, Haier, etc., have released a quantum dot TV, this breakthrough in the 100%-color gamut of quantum dot TV this year will become the mainstream of television brand promotion. According to Oviyun Network (AVC) forecast data show, 2015 surface television sales will reach 1.5 million units, the penetration rate of 3%;oled TV sales will reach 100,000, permeability is 0.2%, wide-color area TV sales will reach 3.2 million units, the permeability is 7%; ultra-thin TV sales will reach 1 million units, with a penetration rate of 2%.In addition, the television will be to the larger size development, this year 55 inches to 85 inches of the big screen LCD screen TV talk will become the mainstream of living room TV. And with the beginning of LG, Sony, such as the release of Ultra-thin TV, is expected to be less than 7.5mm thickness of ultra-thin TV will break through 1 million units.　　TV's current It trend is becoming more and more obvious, each TV brand starts to improve the hardware performance, the fastest 64-bit chip processor TV will also become the main force of this year's new TV. Six software and applications: The game will be more horsepower 2015 intelligent will accelerate the upgrade of the TV iteration. First, the TV will become more intelligent, enterprises began to use cloud computing, large data accurate analysis of user behavior habits, including automatic search, interaction will be widely used. The second is ease of use, last year, the brand began to do "subtraction", through a more streamlined menu, remote control, and began using speech recognition, touch controls, etc., the UI interface is also simpler. Third, games and education will become the main application of TV after last year's video. Four is the application of the scene, for example, video shopping will be developed this year, at the CES show this year, TCL launched a video based interactive, shopping and other applications, and said it will be presented in 2015 new products.　　TV as the carrier of Home Internet center, more enterprises including Millet began to consider TV as the control center of the family, based on the application of family members will also appear, such as television can detect the electricity consumption of household appliances. Seven channels: 020 and mobile to accelerate traditional TV brands with the help of offline channels, including the self-built stores, began to integrate with the line. For example, Skyworth plan this year will be more than 4,000 community stores and its official website cool open market line under the combination, and Haier is the use of a third party logistics platform to cover the 三、四级 markets of the daily start O2O plan. This is also the traditional industry to the Internet to transform an important strategy. At the same time, traditional television has accelerated the breakthrough on the online scale by creating new TV brands that were built on the line last year. AVC predicts that in 2015, television will be online on the scale of 10 million. The proportion of TV brands online will be over 15% to 20%. Mobile interconnection also opened a new window for the electric trader. The mobile end will bring new consumption increases in the three or four and five or six line markets, while consumer groups in the one or two-line cities migrate from PC to mobile. With the improvement and convenience of the 2015 payment system and the enhancement of the mobile end interactive experience, the mobile end of the color TV industry will rise from 19% in 2014 to 40% in 2015. By 2016 it will hit the counter and overtake the PC side. At present, some color TV enterprises mobile end accounted for 40%.