Decline！ The spring chill of the color TV enterprise

Decline！ This spring chill of the color TV enterprise.

up to now, TCL Multimedia, Hisense, Skyworth, Konka, Changhong and other major local color TV companies have been published in the 2014 quarterly operating data, in the market trend due to energy-saving subsidies and other policies to exit and dispirited the background, the above "domestic five strong" without exception to the landslide.





among them, the situation is slightly better Hisense in the net profit decline of 8% at the same time, the revenue slightly increased by 0.51%, Changhong, Konka, TCL Multimedia revenue, net profit "double drop", especially in Sichuan Changhong net profit decline of 94%; Hong Kong-listed Skyworth Digital has not yet released its quarterly bulletin, But its color TV sales in China have recorded a year-on-year decline of three months, with 25%, 32% and 9% declines in January-March this year, respectively.





"It is expected that 2014 overall color TV company's revenue profit will be a big challenge." Allwin Consulting analyst Wang Zhengzheng that, in addition to the subsidy policy exit factors, the internet it enterprises across the border into the color TV market, but also broke the traditional color TV companies rely on the original hardware profit model, the industry needs to comb the idea, early layout after the hardware-profit era of the new business model.





Double factors Squeeze





Sichuan Changhong (600839:SH) disclosed this year's quarterly report that its operating income was 12.5 billion yuan, down 3.53% from a year earlier; net profit was only 9.23 million yuan, a sharp decline of 93.75% compared with 150 million yuan in the same period last year.





the sales figures for color TV companies in the first quarter of this year face a high cardinal factor compared with the same period last year, as a result of last year's first-quarter energy subsidy policy led to high market prices. Allwin consultation provided data show: in the first quarter of 2014, China's color TV market total domestic retail sales of 10.9 million units, down 10.5% year-on-year, sales amount of 36.6 billion yuan, down 13.3%.





"The past five years, including home appliances to the countryside and energy-saving subsidies, such as stimulus-driven policies, in the first quarter of this year to show the overdraft effect." Wang Zhengzheng said that the second half of 2013, the start of the real estate market into a low operation, but also inhibited some of the just needed release.





Cross-border forces invasion is another factor that cannot be neglected.





Last May, the video Super TV, with its "Platform + content + Terminal + Application" of the music of the ecological launch of the color TV industry Subversion challenge. At the time, the entire television industry was in uproar and questioned widely. However, after only half a year, the traditional color TV manufacturers from the initial query quickly into the music of the business model to the different degree of emulation.





from the current point of view, although the music model is far from successful, but its sales channels and low-cost pricing has indeed been in the market catfish effect.




According to a monitoring report released on April 23 by
Allwin, the first quarter of this year, the video super TV has maintained the top-ranked sales volume, with January-March's online sales ratio of 14%, 20% and 23% respectively.





Similarly, the market contraction and cross-border forces of the invasion of the two factors, but also make other traditional color TV companies face the embarrassing decline.





For example, Konka (000016. SZ) in the first quarter of this year to achieve revenue of 4 billion yuan, compared with the same period of 4.8 billion yuan, slipped 15.74%, net profit of 9.52 million yuan, the same period was 14.24 million yuan, year-on-year decline of 33.14%. TCL Multimedia (1070.HK) in the first quarter of this year, the turnover of 7.889 billion Hong Kong dollar, a year-on-year decline of 15.9%;





The first quarter of this year, TCL Multimedia sold 3.83 million LCD TVs, down 2.2% year-on-year, of which the Chinese market sales fell 29% to 1.8 million units.





this January, February, Skyworth Digital (0751. HK) Television sales and sales in the Chinese market have fallen; in March this year, sales of television sets in China grew by 17% Year-on-year, but sales fell by 9% Year-on-year.





"negative growth for several consecutive months, someone to bear the responsibility." Skyworth Group President Yang Dongwen to reporters that Skyworth China marketing Headquarters general manager of the post from Liu Yaoping adjusted to Peng, it is out of performance assessment factors, "Liu is actually for the whole team to back responsibility."





Hisense Electric Appliances (600060. SH) said that in the first quarter of this year, according to the statistics of the Chinese color TV market, the volume of retail share and the sales share of 17.51% and 17.08% respectively, won the industry number one. However, from the first quarter earnings, its revenue for 6.9 billion yuan, a micro-increase of 0.51%, net profit of 460 million yuan, a year-on-year decline of 7.91%.





The Internet age "turn the Big Bend"





the impact of Internet on the color TV industry is mainly embodied in two levels: first, low-cost electric business channels; Secondly, the income model brought by TV intelligent is from pure hardware mode to "Hardware + Service" mode. The common role of these two factors is that internet cross-border manufacturers can achieve very low prices of products.





from the logic, the electric business channel can be used for music, millet and other cross-border forces, of course, can also be used for traditional color TV enterprises. From the current point of view, Konka and Skyworth have launched their own brand of electrical goods, and try to attract users through new media marketing. April 23, Konka exclusive sponsorship of the 18th session of the Global Chinese list is one such attempt. "The internet age is about the fan economy. "Konka Group Chairman Wushuan said, this is the Konka brand rejuvenation strategy of one of a series of actions."





However, for the traditional color TV companies with a huge line of channels, it is obvious that the power of low priced electricity channels will lead to "hand to hand" constraints. Skyworth recently launched only for the power channel sales of cool open full size youth version of TV, 55-inch price only 3999 yuan, public challenge music, millet. But Yang Dongwen admits, cool open in the overall sales of Skyworth is very small, up to now the total sales volume of less than 200,000 units.





intelligence requires that color TV enterprises not only to sell color TV as hardware, but to obtain continuous service income through subsequent content services. To this end, Hisense last year launched the smart TV brand Vidaa TV, to bring more than 1 million sales. This April, Hisense also released VIDAA2 new products, intends to pull up this year's market.





Tcl in the whole group launched a "double +" transition plan, that is, "Product + Services", "Smart + Internet." Li, chairman of Tcl Group, told reporters that he hoped to develop 200 million users with ARPU value in 5 years and achieve the goal of 50% of the contribution from products and services.





Allwin Consulting that, for the traditional color TV enterprises, restructuring, innovation after the hardware profit ERA business model focuses on: the Internet thinking and Internet tools into their own mode of reconstruction and innovation.





can say, so far, color TV enterprises in the face of music, millet and other cross-border forces play, has shifted from questioning, negative to learn, follow.





of course, music, Millet can win in the end is still a big question mark, they in the industrial capacity, logistics, after-sale and other aspects and traditional color TV companies still have a big gap, at the same time, music, millet in the television market, the overall size of the share is not enough.





"The spirit of the Internet to operate color TV, we are still in the process of exploration." Yang Dongwen to the 21st century economic reporter said that the current business model is not very mature, if it turned into a business model, really do front-end or back-end charges, generate cash flow, are still in the exploration process.





in Yang Dongwen view, at present a very frustrating reality is that consumers are directed to the concept of Internet television to buy, but after buying back to watch live TV, the entire industry's smart TV day active users are not optimistic, and the most important prerequisite for service charges is the number of active users, "I personally think that No 5 million days live users do not talk about front-end charges or back-end charges.





Yang Dongwen that emerging internet companies can take this new approach because: first, there is no baggage; the second is constant capital financing, allowing it to lose money in the last decade or five, "their cash flow is sustained by constant capital investment, and the huge industrial risk is passed on to the capital side".





"Skyworth has nearly 40,000 employees, a large troop forward, turning not to turn a sharp bend, to turn big bends." "Yang Dongwen said.