Holding group Heating Hisense Tcl Changhong Open Group buying mode

Absrtact: What is the situation where the original dead competitor will hold a regiment? The answer is that the situation is critical. For the traditional color TV companies, the current situation is not exaggerated. The home appliance subsidy policy all exits, the Internet Enterprise Strong March, the color TV consumption line originally "The Death knock" the competitor under what situation will hold the regiment? The answer is that the situation is critical.





for the traditional color TV companies, the current situation with internal and the state is not exaggerated. The home appliance subsidy policy all exits, the Internet Enterprise Strong March, the color TV consumer profession will suffer the first negative growth in 30 years, all unfavorable factors interweave together, the color TV industry "critical".





recently, the country's only color TV industry organizations in the Union of Hisense, TCL, Changhong and a number of terminal manufacturers around a meeting, announced that will pay, information security, advertising, games and investment standards for unified planning, the establishment of a unified entrance. This opened the color TV business and third-party cooperation in the "buy" mode.





"group Purchase" is a good method, can be completed in a short period of time to increase the number of users, thereby enhancing the bargaining power with third-party cooperation. But can buy to solve the problem of color TV enterprises, several enterprises can sincerely hold together "heating", this has always been a "worry".





Alliance "foreign"




The era of
Intelligent television has arrived. But the traditional color TV big guys did not think, oneself and its generation gap is so big





, who turned out to be a competitor, is now starting to hold a regiment, a situation that will only occur during the winter.





June 30, Hisense, TCL, Changhong three together, in the name of the Sino-Chile Alliance announced that will be paid, information security, advertising, games and investment standards for unified planning, the establishment of a unified entrance ("Five in a" plan).





This is the China Intellectual Union (Chinese Intelligent Multimedia Terminal Technology Alliance) in the high speed popularization of intelligent TV, millet, music and other Internet brands bring new marketing ideas and price positioning after the important measures. After the meeting, many media used a string of words to describe this thing, said it to create "platform + content + Terminal + Application" eco-ring, promote content-oriented TV marketing model.





This sounds very familiar, yes, with music as the slogan of television.





China-Chile Alliance is a TCL group, Changhong Group, Hisense Group, three color TV giants spontaneously established the industry organization, was founded in May 2011. At that time, the rise of intelligent television, Hisense Chairman Zhou, TCL chairman Li, Changhong chairman Zhao three "old friends" sat together, decided to set up this alliance, hope to jointly explore how smart TV to play.





2011 to 2014, in a twinkling of an eye, China's intelligent TV industry experienced a rapid development of three years. 2013, the penetration rate of intelligent television is 34%, and by the end of March 2014, this figure reached 56%, the annual penetration rate is expected to exceed 70%, total sales reached 3500 units.





Intelligent TV era has come, but the traditional color TV bosses did not think that their own and its generation gap is so great. In the end of the policy of energy-saving subsidy, Internet enterprises in the background of strong March, 2014, the sales of color TV enterprises significantly decline, TCL, Skyworth, Changhong, Konka and other leading enterprises performance reports are "red downward alert." Traditional color TV companies are experiencing a more severe downturn than the 2012 home appliance Industry "winter".





as a younger generation, music video Super TV, Millet TV is a new game rules, do a good job. According to last week's latest mega-TV sales, the company has sold nearly 1 million units a year. According to the growth rate of 300,000 units sold to 1 million units by the end of last year, the next year, TV sales will likely be around 3 million, and by 2016 sales will be close to 8 million units. In other words, two years after the video super TV sales will reach the current market boss Skyworth 8 million TV sales, and Skyworth to achieve this figure after more than 10 years of cultivation.





"The original color TV industry is more I look at you, you look at me, based on the entire market share you high my low contention." At present, everyone has realized that the vision should be shifted from the old opponents. "China-Chile executive committee members, Huan Network CEO Wushenggang to the Beijing News reporter said," Playing an inappropriate analogy, as if in the late Qing Dynasty, between the elite in the infighting, suddenly eight rushed over. At this time needs, the vision put far, put to the industry outside, the vision put before, put to the user. ”





"group purchase" profit





in this way, with the third party, will promote the priority of the entire project, but also to get some concessions





This time, the AU has chosen several popular "points" to break through, such as payment, advertising, security, games. Wushenggang said, three backstage data to get through again with the third party to talk about cooperation, bargaining power is higher, equivalent to "buy" mode.




Stephen Green, vice president of
Hisense, recently said in a media conference, "The internet age, we are not selling TV, but television." In the past our industrial chain only manufacturing links, now the end of the manufacturing chain means the beginning of the service industry chain. "So, the three companies can again join hands with the external, is directed at the value of the service industry chain."





Service How to make money? Allwin Consulting President Wen Jianping told the Beijing News reporter, because to door-to-door service, so the user is the cost, but the development of Smart TV now, in the Internet operation mode, the user has become a kind of entrance, so that TV has the value of advertising and operating value. "The Sino-Chile alliance saw this opportunity, want to rob Cake, but rely on a color TV business data scale is not enough, so want to unite the home to engage." ”




How big is the effect of
Union? In the long run, as the number of users grows, revenue growth may be geometric multiples, Wen Jianping said. For example, a user corresponding to the income of 10 yuan, 100 users of the corresponding income is not only 1000 yuan, may be 10000 yuan, "income growth will increase in the number of people on the basis of n times, this is the value of the union."





Wushenggang cited an example. such as payment, before each enterprise and pay the leading enterprises have talked about cooperation, but the joint is not harmonious, the emergence of a variety of problems can not be resolved in a timely manner, user experience is difficult to improve. "For the paying manufacturers, their main focus is on keeping the PC side, and it's hard for them to be interested in the user volume of only one electric dealer." So in this way, with the third party cooperation, will enhance the priority of the whole project, but also to get some concessions. "Wushenggang said.





advertising agreement through, can bring more obvious benefits. Have familiar with the industry insiders of the Beijing News reporter said that the more standardized advertising, businesses get more revenue. He likened the advertising of each television station to a bus stop. The bus stop can advertise, but if three bus stops the size, the advertisement preview Way is different, some can put the animation some can not, to advertise the business, all is the troublesome matter, but unifies can bring the advertisement to deliver conveniently.





Beijing News reporter learned from the Alliance, in the league mentioned in the "Five in one", has now opened the payment and advertising system, the second half of this year's focus is to let these two follow-up work as soon as possible.





Fusion "subtle"





is a decentralized alliance organization, its Executive committee members of Hisense and TCL high-level, no changhong high-rise





is not bound by the company system, without the binding of capital, cooperation is always a "delicate" thing. The parties that are enthusiastically involved in this worry seem reluctant to mention it.





in fact, in the "Five in Unity" plan, the Sino-Chile Alliance has also done the unification of the operating system, but the effect is not good. Operating system involved in the issue of dominance, who used the system means that the future of the entire back-end service industry chain of control to hand, this is every enterprise is very afraid of, so the Sino-Chile force before the operating system in name only.





Wushenggang to the Beijing News reporter said, the alliance set up three years of experience is, the definition of a seemingly beautiful but difficult to operate things, may lead to the whole thing failure, define a simple, controllable, effective goal, the fastest speed to complete, more operational. So the "five in one" plan, the choice of five points, are the day-to-day work of the manufacturers have been plagued by problems to be resolved, to reach a consensus, operational strong, more flattering items.





even so, to achieve perfect integration, it is not easy. There are insiders on the Beijing News reporter said, on the "Five in one" issue, Hisense and Tcl more positive, Changhong's positive momentum is not strong enough.





"The key to cooperation is the people, the Sino-Chile Alliance is a decentralized organization based on three independent companies, with the original three main bodies exist between the interests overlap, in which the leading operation of the person who is a professional manager is OK, if it is sent from the enterprise, buttocks can sit, position can grasp, It's hard to say. And it is also important that the mechanisms of the alliance guarantee fairness and impartiality. The industry insiders said.





Beijing News reporter learned that the core of the organization structure is the Council (decision-making body) and the Executive Committee (day-to-day management), the Board of Directors of the implementation of the rotating system, last year, Sichuan Changhong Multimedia Industry Group Chairman Lin Maoxiang, this year is the vice president of Hisense group Stephen Green. From the public information, the Executive Committee members have Hisense and TCL high-level, no changhong senior.