been seen for a year. What is the reason for the rise of color TV stocks years ago?

Wang Jian

Be "see decline" a year of color TV enterprise, recently by the capital market again "favour". Before the Spring Festival, Hisense, TCL, Skyworth and other domestic color TV leading enterprises ushered in a wave of market prices rose.

In the 2015, the concept of smart television has entered its third year. After two years of user accumulation, the number of active users in the leading color TV factory is likely to break the 5 million "tipping point" this year. Perhaps, this has brought the confidence for the growth of the color TV unit.

Last year, the domestic color TV market appeared for the first time in 20 years negative growth. The Chinese color TV market has warmed up this year, with sales expected to grow 2.9% per cent year-on-year, to 47.3 million units.

At the same time, the value of color TV leading enterprises has been underestimated. A private equity analyst told the first financial daily newspaper that the TV companies had 11~12 times earnings multiples, giving manufacturing valuations low. February 5, Hisense and Tencent game strategic cooperation, institutional analysts have to investigate, found that Hisense, Tcl and Skyworth are also changing, the capital market began to use the Internet thinking to see these enterprises.

A slight upturn in fundamentals cannot convince investors. In the final analysis, this round of color TV stock market is based on the business model of the optimistic expectations. So, can the new business model of Smart TV break out of the cocoon and transform the pupa into a butterfly?

From the user base level, Skyworth Group President Yang Dongwen has said that the daily average of active users reached 5 million began to have commercial value such as advertising. And Hisense, TCL, Skyworth and so on the number of users increased significantly. 2014 Hisense Intelligent Television Cumulative activation volume has reached 8 million units, is expected to 2017 cumulative activation will break through 28 million, of which game users are expected to break through 13 million. TCL's Intelligent TV platform can operate more than 11 million users, daily active users close to 4 million households, and in the video, games, life and other fields to build a business platform to promote value-added users.

From the perspective of Intelligent TV application, last year is "video year", this year will be "game year". Hisense recently with the Tencent game strategic cooperation, smart video games operating platform is ready to be ready. And last year, TCL, Skyworth, Konka are also active in the field of video game layout. The private equity analysts believe that last year, SARFT strict the Internet video app on Smart TV, after encountering policy barriers, everyone turned to video games.

Peng Xiandong, general manager of the Research center of Sino-Hong Kang Black Power, thinks that video game space is very large. China's original game host was banned, now the policy lifted, XBox, PS4 and other sales outbreaks, color TV factory why not directly to the game to do inside? As a result, the future of smart video games is promising.

The involvement of Internet giants has also warmed the market for smart TV applications. Peng Xiandong introduced, this year Ali TV plan breakthrough 3 million, including Ali logo TV 2 million, do not reveal Ali logo TV 1 million. Haier, Changhong and so on with Ali talks about the launch of Ali operating system intelligent TV matters. TV factory can be from Ali to a few 20~30 yuan, a lot of 60~70 yuan, because Ali each additional user to 110~120 cost, through cooperation with color TV factory to develop users more cost-effective.

From the aspect of Cross-border competition, the 2014-year TV sales volume of le-Vision and Millet is about 2 million, which is expected to reach 4 million ~500 in 2015, and their business model and industry influence will change from quantitative to qualitative. For example, last year's Feng concert, the scene tickets 600 yuan, through the music view Super TV to see live broadcast 20 Yuan, alone this live to earn tens of millions of yuan.

These all stimulate the traditional color TV factory to accelerate the pace of change. Tcl Archie Art Television as an example, it is said that Archie video before opening the "boot ads" income of 15% will be divided to Tcl. Color TV factory in the video game income of the proportion will be higher, like Tcl, Hisense and Tencent game cooperation, will get 20%~40% unequal income sharing. "Now sell a TV, it can collect money every year." The color TV industry from the incremental collection of money, into the stock can also receive money. The private equity analyst said.

However, Oviyun Network (AVC) Vice President Chuang cautioned that the direction of the transformation of color TV industry Yes, but there is still a long way to go; Moreover, the transformation is not only in the color TV companies themselves, but also joint video, game operators together, the consumer's attention back to the television set; more and more participants in the color TV market, A variety of new ways of doing business will emerge, but the overall market will not grow much.

Peng Xiandong bluntly, "Today, Smart TV has seen the dawn." But the color TV factory and the strong Internet content, the game enterprise cooperation, the effect will be quicker to embody. However, with the strong internet companies, color TV companies will weaken the control, how to balance is a test. ”