A horizontal and vertical: Color TV Enterprise Diversification breakthrough

In the middle of the 90 's, the Chinese color TV company represented by Changhong beat the foreign appliance with the advantage of cost-performance, and once let China enterprises elated. In the next competition, Chinese enterprises have never taken advantage of, regardless of the big screen era, the tablet era, China's color TV companies in the war defeated. Now in the intelligent age, another big outlet, another war unveiled.

What is a windy mouth? Every innovation, will promote product upgrades, industry iterations, forming a huge market space.

Intelligence is not only the story of television, but all the story of home appliances, including air-conditioning, refrigerators, washing machines, microwave ovens and other household appliances. The new tuyere is not named "Smart TV", but is named after "Smart hardware." Color TV companies early in the air before the arrival of the start of the diversification strategy, "intelligent" trend to accelerate the diversification strategy.

In a sense, diversification is the result of intelligence, for color TV enterprises, intelligent is the biggest driving force of diversification.

Intelligence is more than just the story of the Smart terminal. Zhang, chairman of the Board of Haier Group, accepted the 21st century Economic report as "home Internet": All hardware terminals interconnect, Internet applications and services are shared at different terminals.

Home Internet players are more than traditional home appliances companies, there are millet, music, such as internet-born companies, as well as Apple, Microsoft, such as transnational giants. Home Internet finally realize "software + hardware + Internet", namely lei so-called "triathlon", the product model is different, the ecological chain will be reconstructed, the traditional color TV is facing new opponents, a new war.

The difficulty of diversity breakthrough

Diversified breakthrough, Changhong is exemplary. In addition to color TV, refrigerators, air-conditioning, washing machines, mobile phones, it has a certain scale. Changhong through three ways to diversify, one is to buy, such as Mei Ling, the second is independent development, such as air-conditioning, third, air-conditioning talent, Inns.

Changhong 2005 acquisition of Mei Ling, holdings of 21.58% Mei Ling, as the largest shareholder. Meiling is one of the "Four Golden Flowers" in China's refrigerator industry. In the third quarter of last year, meiling revenue exceeded 8 billion yuan. Changhong once tried to buy small swan, because the price is too high to give up, and later the small Swan for the United States Group offer acquisition.

Changhong's air-conditioning business is mainly the development of Changhong. Changhong also to the upstream industrial development of air-conditioning. 2007, Changhong strategy in China after the compression, its main business is air-conditioning compressor products. 2012, Huayi compressed 2.7 million euros to complete the more than 50-year history of Spain, the world's fourth largest manufacturer of light commercial compressors Cubigel Company's acquisition.

2004, Changhong from Tcl Dug to Wan established national rainbow Communications, into the mobile business. Soon after Changhong from founder technology dug to wish Jian Qiu set up Changhong, into the IT distribution field. Tcl Diversification of the earliest field is it and communications products: one is TCL computer, with the launch of Intel Ben Four chip, TCL computer First war fame, TCL computer business Yang Weiqiang in TCL internal is called "less handsome", the second is TCL mobile phone products, Hee endorsement, cell phone madman Wan Mingjian. Once upon a time, Yang Weiqiang and Wan Mingjian were called the Gemini constellations within TCL.

Follow the footsteps of Changhong, Tcl also entered the field of air-conditioning and washing machine. In January this year, data from Tcl showed that sales of washing machines and refrigerators increased by 53.8% and 0.8% Year-on-year respectively last year, with air-conditioning and refrigerator products growing at more than 12% a year. But the overall proportion is relatively small, did not fundamentally change the company's income structure, also did not shape the brilliance of mobile phone and PC. In the white electricity market, TCL status is also relatively marginal, in a supporting position.

At present, TCL Multimedia mainly engaged in the production and sale of consumer electronic products, products mainly for television; Tcl Communications is mainly engaged in the design, production and sale of mobile phones, intelligent terminals, Internet product portfolio.

Skyworth is called the "single product King", adhere to the development of color TV single products, but also known as the last professional black Power manufacturers, founder Hongsheng full return to did enterprise, Skyworth TV diversified expansion of the road "suddenly accelerated", last December, Skyworth announced into the field of air-conditioning, Skyworth completed in the refrigerator, washing machine, Air conditioning, such as the layout of the field of white electricity.

Konka, Haier and other color TV companies and the same enterprises, have laid out the field of white electricity, the realization of black and white mix and match.

But diversification can not change the fundamental situation of the Company's operations, to Changhong, for example, the first half of 2014 Changhong to achieve revenue of about 27.2 billion yuan, the same period last year to achieve revenue of about 28 billion yuan, the year-on-year decline of about 2.7% Net loss of 181 million yuan, the same period last year, profit of about 227 million yuan, the year-on-year decline of about 179%. At the end of last year, Changhong listed the sale of national rainbow Communications assets.

A horizontal and vertical

Color TV Specialization But do not do, color TV enterprises have to test water diversification, such as Haier, Gree, the United States three of revenue to take the lead in hundreds of billions of home appliances enterprises, no one is not a diversified industrial layout.

But diversification breakthrough, color TV business is still the main source of revenue and profit of color TV companies, new business is difficult to gain market mainstream position.

2014, the color TV enterprise again exerting force, TCL and Archie Art cooperation, promote Internet TV, Changhong's home internet strategy is in the final analysis of color TV products above, Skyworth push the Internet box, at the same time with Alibaba cooperation, Konka, Hisense and other manufacturers also, in the Internet, smart TV. They have a common template, that is, millet TV and video tv. Konka, for example, he released the "Easy Strategy", the core of easy strategy is easy terminals and platform.

Easy terminal refers to the ultimate Easy-to-use TV Intelligent terminal, home interconnection Easy control center; Easy platform refers to the open and easy access to intelligent TV Internet operation. For Konka, easy terminal is the technical support and Hardware Foundation, easy platform is the aggregation, platform and networking, this platform is the company's future core products.

Konka Easy platform is a completely open platform, that is, the content and application of the supplier of vertical opening, to peer interoperability between the horizontal opening.

Konka and Youku Potato Group reached strategic cooperation. Youku Potato Group provides video software services for the company's Internet TV and implants the app features and services of Youku TV. Konka and Tencent game cooperation, the introduction of easy TV game television.

Last January, Changhong released Chiq TV. Zhao, chairman of Changhong Group, said in an interview with the 21st century Economic report: Chiq TV called on people to throw away the remote control. Changhong's ideal state is, equipped with "Kai Ke" app mobile phone can control all the home appliance equipment, in addition to televisions, boxes, set-top boxes, DVDs, audio, but also control refrigerators, air-conditioning terminals to interact.

Reporter interviewed learned that software + hardware + Internet will give color TV manufacturers new opportunities: After the intelligent television products, product upgrades, through television access to more Internet applications and services will form a huge market demand. Making Smart TV is now a very imaginative thing.

But smart TV is clearly not the only way: no matter whether the millet TV, or the video tv, do not really pull the market demand. From 2010 to 2014, in just four years, smartphones have been upgraded, and the smart-TV industry has not yet emerged.

"As an Internet terminal, smart TV must have access to all Internet applications and services," Zhao, Changhong's chairman, said in an interview with the 21st century Economic report. This is the problem: in addition to video services on TV, electronic business, instant messaging, graphic information, games and other applications and services are not connected. The market is not in demand.

On the other hand, with the development of millet mobile phone, smart hardware start-up became a hot spot, only the second half of last year, millet investment in 26 smart hardware manufacturers. As a manufacturer of color TV manufacturers, for hardware manufacturing has a natural advantage, in addition to air-conditioning, refrigerators, washing machines and other products to see new opportunities, other things such as electric kettle, microwave ovens and other hardware appear new opportunities.

It is based on this change, the layout of color TV manufacturers can be "a horizontal and vertical" to describe: color TV manufacturers for longitudinal, this is the body of this, must be strong, and millet, music, and even the future of Apple, Sony, Samsung and other manufacturers in the competition, become a tuyere on the pig; other hardware for horizontal, advance layout, to achieve strategic card position.