Intelligent TV encounters the Internet: The road of traditional home appliance enterprises

Le view 60-inch TV 6999 yuan, millet 47-inch TV 2999 yuan ... Since May this year, with internet companies to kill into the television field, "Smart TV" focused on a new round of television wars intensified. And the previous war in the field of home appliances is different, the Internet enterprises will be marketing, ecosystems, fans, electricity, such as new concepts into the traditional home appliances enterprises, the war may even evolve into a revolution. The intent of Internet companies is clear, and the low-cost advantage of online channels, and the competitiveness of software and services, depress the price of TV hardware, quickly seize the market, especially the younger generation of consumers. Although the price war has been the traditional television companies for many years of marketing, but at least to ensure that the profit of 5% of the industry's bottom line. Now, the Internet tide swept over the world, the television industry will usher in what kind of change and future? FIFA open: What the Internet has brought to television is not a very new concept, in recent years, the traditional appliance enterprises through intelligent television to the market and users depicted a set high-definition, entertainment, interactive, application as one of the home entertainment terminal beautiful scene. However, smart TV as a product of the entity, but did not get a broader market recognition, nor as the home appliance companies expect, to save the fading TV boot rate. In a sense, smart TV is with video sites and computers rob the living room control of the mission, but there is a congenital deficiency: an intelligent entertainment terminal should have a complete ecosystem, resources and a wider range of compatible standards, but in fact, the traditional appliance companies do not do this. To come without indecent assault. Internet enterprises have discovered the market blank of the intelligent TV and their angle of entry, then began the rapid counterattack to the traditional home appliance enterprises. The May launch of Smart Television, in addition to close to the cost of hardware low prices, the collection of services and content costs to become its real purpose. As a video site, the advantages of the music in the content side, in the further drive down the cost of hardware, through the future content and services to earn profits, is the traditional appliance manufacturers do not have the ability. Millet chose another angle. 2999 yuan price enough to be tempted, but this is not the core competitiveness of millet. Traditional home appliances manufacturers can always kill prices to lower (in fact, then Skyworth really do), and millet based on the Android MIUI system, is the core of its smart TV competition. After several years of development, MIUI accumulated a large number of user needs and human-computer interaction experience, although the television is another screen, but there is always a point of thought. A complete platform + the future of the possible outbreak of TV end applications, millet challenge the traditional real weapon. For traditional home appliances enterprises, such as music, millet and other Internet enterprises, is a crisis, but from another point of view, it may not be a good thing. When an industry always in the existing chessboard on the fight, it is difficult to make a real breakthrough, the enterprise is also so, we are old opponents, to promote their own market space is not easy. And the Internet to bring new ideas and means to change the entire industry, and even change the traditional appliance enterprise thinking and play a benign stimulus. And one of the most important things: today's smart TV, technology, standards and platforms are far from ripe. Whether it is the Internet enterprise or the traditional enterprise, to the television system platform, the Man-machine interaction, the application quantity and the quality, also is in the exploration and the consummation stage. This future may be a big market, today for users is still a taste of the existence of a taste, therefore, the Internet enterprises and traditional household appliances in their respective areas of expertise will have some lead, but there is a full possibility through learning, reference or even cooperation, absorbing the other side of the advantages, to form a more powerful combat The current Internet for the television industry is not a radical change, but a possibility of change. Forces War: Have to do the electric Shang brand when the music, millet close to cost price kill into the TV, let the traditional TV brand some unprepared. Even Skyworth Group president Yang Dongwen that, the next, millet, music to take to send TV to sell services are possible. Instead of sitting down, take the initiative. TCL, Skyworth, Hisense, Haier, Konka began to intensify the development of the line, and set up the line of the son brand, with millet, music as the competition. Tencent Science and technology comprehensive statistics of the 5 big TV brands of electricity sales accounted for the data, which accounted for their overall sales of about 10%. And the growth rate of the electric business channel has far exceeded the line. Allwin Advisory (AVC) report shows that in the first half of 2013, the electricity market reached 53 billion yuan, flat-screen TV, refrigerators, washing machines, air-conditioning and other four categories of large household electrical appliances accounted for 27.4%, reached 13.7 billion yuan. According to Tencent Science and technology, the first two years, Jingdong, Amazon, Cat and other electric companies operating the television products of the majority of manufacturers and agents, and this year, the mainstream brand has all been with the color TV brand to achieve direct supply. "In the past, we mainly put the low-end or old models in the electric business channel, offline products can be sold online, but from this year, some of the new positioning of young groups and high-end models also in the electric business channel first." Konka Electric Business Department related personage to Tencent Science and technology discloses. For example, VGA, users rarely use the TV features and interfaces, our online products will be removed, so that prices can be lower. Skyworth Electric Business Department related personage also to Tencent Science and technology expresses. And the traditional television enterprises have set up a separate electric Shang brand, is called by the industry is to deal with the music, millet or the future may be killed into the new brand in the industry a coping strategy. First of all, we can avoid the traditional TV brand under the line of sales-oriented products, directly with millet, music as the line to sell products competition. "The higher operating costs of the former and lower operating costs of the latter, it is difficult for TV brands to compete with internet companies for a long time, and they will be brought into a price spiral." "The above Skyworth Personage thinks. Liang, a new senior vice president, said in an interview with Tencent that "TV is a zero-starting product, we do not pursue profit at the beginning, but traditional TV manufacturers are not the same, if the hardware will be cut off the profit of half, his financial statements will beWhat is the result? "It is clear that home appliance companies are aware of the potential dangers of competing in cost asymmetry," he said. Secondly, in order to not be under the impact of their own offline system, Skyworth, Konka, Tcl began to set up a special research for the electrical business Channel product design department, in the function, positioning, price and offline products formed in the partition. Allwin Consulting statistics, line online product overlap less than 30%. In addition, the music, millet online booking mode so that the traditional TV brand has a new inspiration, "cat, Jing Dong can accurately consumer demand for products to feedback us, we can estimate the next few months or even 1 years of sales data." "The C2B model can achieve zero inventory in the supply chain," the source said. "We basically have to order how much we can do." Channel game: The traditional TV brand, which is based on the balance between line and line, has maintained the development of offline channel for more than 20 years. Channel for the king of the idea that the traditional television companies in the past 10 years ago, they began to build channels, such as Tcl happiness Tree, Changhong's Le home easy. This year, TCL announced that it is expected to expand the size of rural stores to more than 10,000 by the end of 2013, expanding the city's stores to 3000-5000. But this kind of countryside surrounds the city the way, has enlarged changhong, Skyworth, Haier in the first-line city vigorously expands the community specialty shop the determination. Although the internet to the traditional television industry, the erosion of the fierce, the power of its store rent, personnel and other cost advantages can quickly reduce the cost of the enterprise, but the ship turned around, it is difficult to let all of the good offline marketing team directly into the electrical business. "Skyworth has 38,000 people, in which direction does the bow turn and how big is the angle?" A mistake can cause trouble. "Skyworth Group President Yang Dongwen once accepted Tencent technology interview that when the change becomes inevitable, how to minimize the impact and risk, but also the enterprise must consider the issue." It is reported that Skyworth and Alibaba launched the "Cool Open" TV, the choice of electricity channels also triggered the line of sales staff dissatisfaction and opposition. "They are concerned that this will impact on offline products, thus affecting personal performance." "One of the television brands of the electric business sector people think. But this is a choice that has to do, and the short hand and the short-term mutual Bo, also can not hand over the market share. According to Tencent Technology interview found that, like Skyworth, TV brand on the channel change is only "calf test Knife", for the online and offline different channels, with different brands and products to the partition, but does not change the original organizational structure. "Now the traditional television electric business department is still a branch of the original sales company, not completely independent, online and offline channel sales tasks and assessment are unified into the original sales company." "Jing Dong is responsible for home appliance product line personage tells reporter, with TV brand purchase more is with group sales company docking." In the industry, it seems that the traditional TV brand as a power trader is only a counterweight to millet, music and not all of the transformation, they need to be how to maintain line and offline balance, rather than drastic changes. PartEnjoy in millet, music and other Internet companies under the impact of the traditional appliance manufacturers to increase the online channel to develop the strength, and set up a separate Shang brand, television industry changes are accelerating. Since the rise of intelligent television, its market size has not achieved the expected progress, now the Internet companies to join and launch cost-effective products, may bring new weather to the smart television industry.