China's color TV industry in cloud era beware of being marginalized again

When cloud concept swept the Chinese color TV market, the industry appeared in the cloud era of China's color TV industry will surpass Japan and South Korea Enterprise's public opinion, for a time, cloud era can reverse the relatively weak industry status of China's color TV industry has become a hot topic in the industry. It is undeniable that the rise of cloud TV embodies the strategic desire of TV terminal to transform to intelligent advanced stage, but more importantly, it has completely subverted the global color TV industry discourse system based on panel supplier, and has formed a new value distribution system, which is base on operating system and program content.

For China's color TV companies, with the domestic production of high generation panels, panel controlled situation or will be improved. At this time, the rise of cloud television will most of the simple hardware manufacturers pull back to the same starting line, in the new industrial value distribution system, China's color TV companies are undoubtedly again caught in the plight of the relative lack of key resources. In this sense, China's color TV industry to grasp the cloud era brought about by the strategic opportunities must jump out of the current inherent development model, build a new strategic framework to adapt to the sustainable development of the cloud era, otherwise it will fall into the embarrassing industrial situation again.

The biggest change that the cloud era brings to the color TV industry is not the change of TV screen size alone, but the improvement of the operation processing ability of the TV machine based on different clouds and the richness of the cloud content. At this time the television is no longer a single receiving program hardware terminals, and evolved into a relatively intelligent information processing terminals, so software, operating systems and other applications quickly integrated into the TV terminal. Objectively speaking, this has brought two major changes to the color TV industry: First, the color TV industry value chain has been reshaped. The industry participants in the cloud TV era include operating system providers, software developers, and content operators, and the entire industry's value distribution system has changed, unlike the previous exclusively hardware manufacturers. Second, the color TV industry chain was rapidly flattened. Before only a considerable capacity of the hardware manufacturing enterprises can participate in the division of color TV industry, in the content of the program is a pair of more than a relatively monopolistic content supply form, while the cloud TV era content operators and software application provider status was rapidly enlarged, content supply also evolved into a more than one of the democratic choice era.

With Google, Apple and other IT giants cut into the color TV industry, the former Japanese and Korean enterprises to panel resources as the key chips leading the global industrial development pattern was completely overturned, the previous hope that through the relative monopoly of hardware to control the global Industrial development plan will not be able to take place, This has been a weak position in the tablet era of China's color TV industry is a huge opportunity. From the current market situation, China's color TV companies to launch the so-called cloud TV only stay in the concept stage, more is to serve as an industry integrator of the role, is intended to use new concepts to pull the market. However, according to the industrial chain control power of different industrial roles, the domestic enterprises which are only in the position of processing and manufacturing are obviously lack of the right to speak of industry, and the whole industry will fall into the awkward situation of controlled. In the current industrial environment, from the software, operating system development and program content operation two aspects of breakthrough, is China's color TV industry to seek future global competitiveness of the important path.

The flattening of the content of the cloud era shows that TV receives the program's terminal from the passive, and becomes the tool to find the program according to the personalized request in the program database. The future global industrial role will inevitably be differentiated into software (including operating system) suppliers, content operators and hardware processing manufacturers three roles, and software and content providers of industrial control is obviously better than the simple hardware manufacturers. Therefore, the Chinese color TV enterprises must make a breakthrough in these two dimensions, on the one hand, the concentration of industrial power to break through the operating system, software application of the relatively monopolistic pattern, the formation of independent intellectual property rights of the "soft power", on the other hand, strengthen the capacity of content operations, to promote enterprises from simple hardware manufacturers to integrated content and service providers transformation.

Different cloud access TV terminals will make TV from the line + end of the traditional pattern into a cloud + end of the new industrial structure, integrated with different cloud content operators to provide program database, users can according to their own time from the database selection program. For color TV manufacturers, only the manufacturing and sales of hardware will be less profitable, the future direction is the operation of content. By controlling the content to influence and control the content of the format standard, through the content format standard to determine the hardware technical standards, the final realization of the software and hardware synergy bundle, to achieve the maximization of market interests, this is the current foreign color TV enterprises industry development logic. For domestic enterprises, in order to master the dominant power of cloud TV industry, we must build up a perfect program content supply platform, and grasp the market opportunities brought by improving the operation ability of content platform.

The idea of simply positioning the industrial role in the hardware manufacturer is obviously lack of strategic thinking, the Chinese color TV industry must adjust the strategic development mode to really grasp the strategic opportunity brought by Cloud TV transformation, otherwise, it will still be in the awkward situation of controlled.

(Responsible editor: The good of the Legacy)