Slow down! Don't worry! Pour cold water on the TV market

Since the PC gradually became people's hands of productivity and entertainment, leisure tools, the original "Big guy"-TV has gradually shown a declining trend. And when the mobile internet has sprung up, smartphones and tablets have become the favorite plaything of people, and television has become increasingly irrelevant. Coupled with slowing economic growth, weakening policy support and saturation, the television market appears increasingly powerless. Of course, these are just objective factors.

On the subjective factor, the TV market is a lot of problems. On the one hand, the long force, let TV manufacturers of the "money shortage" more and more obvious, resulting in a vicious circle; On the other hand, there appears to be really able to impress consumers of television products, just holding those gimmicks do not let go--3d, 4K, curved surface, intelligence, especially the most intelligent manufacturers love, but also the most likely to cause consumer But the most consumers "spit" ... Now, to the TV market and manufacturers to pour cold water, they should stop, do not be distracted by the information of the outside world, do not blindly follow the footsteps of the trend, do not worry, should look at themselves and seek qualitative change.

"Money shortage" causes a vicious circle

To understand the current television market, we must first look at a bloody data-according to the Ministry of Industry, "the third quarter of China's Electronic information industrial Operation Bulletin" shows that in the third quarter of 2013, the overall domestic sales of 10.84 million units, down 6.4%; Sales 39.4 billion yuan, down 0.5% year-on-year. LCD TV sales of 10.83 million units, down 3.8% year-on-year, sales rose 3.1% year-on-year. It is expected that the domestic color TV market in the fourth quarter overall sales of 12.72 million units, down 2.8% year-on-year.

And even more pessimistic, this is not the darkest period of the television market. To know these slip data, in the first half of next year will likely reach the highest value. And in the household Appliances survey data show that the three quarter of TV-dominated black power products total profit of 2.92 billion yuan, down 10.2% year-on-year, individual manufacturers net profit fell by 80%!

In this era of high prices, high raw material prices, higher publicity costs and a sharp rise in human costs, the sharp decline in profits means that the television market has reached a very depressed period, while TV manufacturers face unprecedented "money shortage."

The cause of "money shortage" is naturally manifold, the biggest factor is the decline in sales, that is, the decline in user demand. The decline in user demand is first and foremost a policy factor, with the end of the May "energy-saving subsidy" policy, before the deadline, the potential consumers of television products have been released in advance, that is to say, an overdraft in advance of user demand. The end of the "energy-saving subsidy" policy has been projected to shrink by at least 5% per cent in the short term for television sales. In the absence of new enabling policies, the market saturation and overdraft effects of policies in the previous period will last for at least 4 quarters.

On the other hand, the change of consumer's work, life, amusement and leisure is also the important reason that the demand of the color TV market weakens. More and more consumers will be smart phones, tablets, PCs and other terminals as the main audio-visual entertainment tools, the need for television further decline. Moreover, the vast majority of television products are not really intelligent, intelligent process is extremely slow, unable to meet the emerging consumer demand for different kinds of entertainment. This has led to further shocks to the television market.

The direct consequence of the decline in demand for television is that shipments are reduced and profits are reduced, and that almost all TV manufacturers are facing a "shortage of money". and lack of sufficient funds, nature can not invest more research and development funds, can not develop enough to fight other end products of the revolutionary television products, also can not expand the scale of production, in order to win the price. But the more such, TV products are more and more vulnerable, and more and more led to the decline in demand, "money shortage" will become more and more serious ... TV markets and manufacturers are in a vicious circle.

In the name of intelligence, the essence of the stunt

Aside from "money shortage", TV market still has a lot of gimmicks, the biggest gimmick is naturally intelligent TV. Early last year, people didn't know what Smart TV was, and even the industry didn't have a complete definition of smart TV. But in this time of more than a year, whether the traditional TV manufacturers such as Skyworth, Changhong, TCL, or internet it enterprises such as music, Lenovo, Millet, Ali and so on are wildly launched the so-called "smart TV." But what is smart TV? Is it possible to watch video on the internet? Have an android system, can download a variety of applications is smart TV? So-called Smart TV has developed so fast that it's going to be a logical mess.

At present, there is no intelligent television to let the industry all convinced that the definition-the definition of smart TV under Baidu Encyclopedia is only roughly the current so-called smart TV form is summed up: Smart TV is a fully open platform, equipped with the operating system, customers appreciate the content of ordinary TV, while can install and uninstall all kinds of application software, and continue to expand and upgrade the function of the new TV products.

Is this a smart TV? Is this our imaginary smart TV? For the vast majority of consumers, the current smart TV is the most "smart" place is to be able to easily watch online video, but this is not a smart, at best, than the PC, smartphone, flat screen watching video when a little larger. Now, for example, more and more consumers are buying TV boxes to make their TVs have the ability to watch online video and live TV, but can they say that TV products with TV boxes are smart TVs?

In addition, many smart TVs have built-in Android systems to download a variety of applications, TV manufacturers can not wait to boast of its intelligent characteristics-can only smile. You know, the current Android tablet is almost useless, the so-called suitable for flat-panel HD application is the user tried to spit, not to mention these applications in the big screen TV products on the performance? Even though TV makers have deliberately optimized some applications for television products, their experience is far from being compared to mobile terminals, not to mention optimization applications. and intelligent TV Control intelligent is the addition of voice and the innovation of remote control, but these for the additional functions and changes in the surrounding products can not change its inherent functional weakness and lack of intelligence.

It is not polite to say that the current smart television is completely out of place, the so-called intelligence can only be regarded as the extension of traditional television. Even in the low-end of the smart TV operation cumbersome, slow operation, very low play, bring to the user is very bad use feelings.

The TV market is becoming more and more chaotic

For the sake of getting smaller "cakes", in order to compete for the possibility that television will become the center of home life, or the TV products as a test aquatic product, to further extend to the consumer's family life, countless traditional TV manufacturers, the newly entered the television market Internet/IT enterprises have launched a bottomless competition, Make the whole TV market more confusing.

The source of this bottomless competition is naturally a price war without a moral integrity-the original TV products since the birth has a stable price reduction trend-and PC, smartphone products are similar, but since the Internet/IT business has entered, they have raised the "price butcher" for the greatest concern, To 2999 yuan, such as ultra-low prices and high configuration caused by the industry shock. Admittedly, they do not get much hardware benefits, or even lose money, but they are very internet characteristics of the "snapping" way to sell, shipments are on the Taiwan, will not have much impact on their enterprises. But the resulting brand effects and concerns are incalculable, plus the sales of peripheral products and additional services, and will earn a full bowl.

For traditional TV manufacturers, have to take. If you ignore them, and when they grow faster, they will have a huge impact on their products. But once it does, it means that TV's hardware profits are almost to the extreme. For traditional TV makers who sell their TV hardware as their main source of profit, the future will be harder if they don't change their minds.

At present, the brutal and bottomless price war cycle has begun to affect the entire television industry. The original step-by-step, first-hand research and development, the production of traditional television manufacturers have to start with the good science and technology innovation, marketing, the spoilers are unfair competition. Because they can only passively follow, can no longer follow the original set of steps and planning of the blueprint to advance.

PostScript: Reflection after pouring cold water

Now the television market looks very strange, and no one manufacturer can make the product by heart. Internet It vendors shout to subvert, to innovate, but only to take out a few of the finished product to seduce consumers desire to buy, let people despise it. The traditional TV manufacturers worried about the current TV market mutation, if the step-by-step may be abandoned by the times, can only look at the pace of other manufacturers step by step.

In the evolution of future development, television will not simply act as a video aggregator, nor will it be a large screen that is despised by the user, but rather shoulder the heavy responsibility of being the bridge and center of almost all equipment in the consumer's family life. As long as in this direction, there is no fear of consumers and the era of abandonment. In fact, Smart TV really do not have to follow the PC, smart phone, flat road, that is not wide. Only really go to their own, suitable for their own way, to a bright. (Sci-fi galaxy/text)

If you want to reprint this article, please contact it in the following way and indicate that it originated from science fiction galaxy

qq:88328702 msn:wangk1026@hotmail.com

Friends who like technology and science fiction can add the science fiction Galaxy Group 66293965