Intelligent wave of the veteran could not be easily humiliated

Abstract: I press: whenever fresh things just show their fangs, onlookers on the air, began to preach its progress, and vigorously sing decline, laugh at the original old things. But in fact, there is no absolute difference between new and old things. Old things can also learn from new

The author presses: Whenever fresh things just reveal their fangs, onlookers on the air, began to preach its progress, and vigorously sing decline, laugh at the original old things. But in fact, there is no absolute difference between new and old things. Old things can also learn from the advantages of new things and continue to grow, new things may also because of congenitally deficient and belch fart.

Traditional TV manufacturers are now in such an awkward position, a number of factors resulting in sales, sales, profits and other small drop-energy subsidy policy withdrawal, the property market downward, the impact of multiple intelligent terminals, users to change the new will of the reduction of the impact of internet TV manufacturers ... But the bystanders did not take into account the combination of factors, and took it for granted that everything was a shock for the emerging internet TV makers to topple the traditional TV makers.

This arbitrary argument is ridiculous, to know that domestic television manufacturers are still behemoths, two or three of the production capacity of the Internet TV manufacturers are not enough to She. More importantly, the traditional TV manufacturers have seen their own shortcomings, see themselves not adapt to the shortcomings of the new era, is through a variety of ways and channels to make up. Internet TV manufacturers by virtue of their own internet marketing means can only take advantage of the moment, the ultimate winner, will still be the traditional TV manufacturers.

Intelligent wave of the veteran could not be easily humiliated

Overall, the entire television market began to be respected by smart television. Although the slogan of smart TV has been ringing for several years, but in the last year has really been a rapid development. According to the relevant data, the 2013 initial intelligent television penetration rate is still 37%, to the quarter of the four has exceeded 50%. And in 2014, the sales of intelligent TV will reach 31.28 million units, the penetration rate reached 69%.

But it is in the TV intelligent wave of the Key stage, the traditional TV manufacturers but give a disgraceful result. In the case of the five-strong domestic color TV, the first quarterly report released in April showed that the best performance of Hisense revenue did not fall, but net profit fell 8% year-on-year. Konka, TCL multimedia revenues fell more than 15% year-on-year, net profit fell 33% and 93% respectively year-on-year. Changhong only a small decline in revenue, but net profit is only about 9.23 million yuan, the year-on-year decline of up to 94%, net profit margin of only 0.07%.

It is such a weak performance, so many bystanders jumped to the traditional TV manufacturers to blame, but hard to "praise" the internet TV manufacturers credit. But Rome is not built in a day, the leap-forward development of Smart TV in a year is absolutely inseparable from the credit of traditional TV manufacturers-only the capacity of Internet TV manufacturers to tens of millions of units a year of sales to the whole market how much stimulating effect? However, because of the combination of many other factors, the performance of traditional TV manufacturers has not been in the process of intelligent television, so the bystander selectively ignores the status of traditional TV manufacturers.

But the truth is that the credit of traditional television makers cannot be erased, and it is their efforts over the past year to get the boom in today's smart-TV market. Even the seemingly booming smart-TV market, the traditional TV makers are still the mainstay of the current. Without their shelter, the so-called internet TV makers will not be able to win the attention of the industry and users.

Ginger or old spicy Internet upstart

Moreover, despite the fierce roar of internet TV manufacturers, they are too familiar with Internet marketing rules, packaging themselves into "upstart", to create a "Super Hero" against evil forces. But in fact, traditional manufacturers have been in the direction of intelligent, but because of the lack of experience in internet marketing and do not do too much publicity.

In fact, the past two years many of the traditional TV manufacturers have launched a number of related products. such as Konka introduced a variety of low-cost intelligent television; Hisense launched the second generation of intelligent TV VIDAA2, aggregation of 11 video sites of massive resources and social functions; TCL practice "smart + Internet" and "Product + service" of the "double +" strategy; Changhong launched a well-designed home internet strategy, Launched the first three-network fusion Intelligent TV Chiq, Skyworth and Huawei together to lay out intelligent TV ...

In addition, the traditional TV manufacturers are more than the Internet has a number of advantages. In terms of channels, traditional TV makers have been online for years, has a mature system, now coupled with online channels, the implementation of a dual-line strategy is to let only online channels of the internet upstart envious unceasingly; After years of deposition, traditional TV manufacturers have built up their own large data systems, accumulated users, products, channels , use and other data, the data is wealth, this is a sudden rise of the internet upstart can not be surpassed in a short time, the traditional TV manufacturer's TV product layout is clear, high school low-end have a variety of products to cover, and internet TV manufacturers limited to the strength of the lack of their own production lines, the lack of hardware core technology, And the product is relatively single, from the competitiveness of congenital deficiency ...

It can be said that compared with those internet upstart, traditional TV manufacturers still occupy an absolute advantage. It is not surprising, though, that traditional television manufacturers have been negative after years of high growth. This is also to a certain extent in line with the law of market development, but also the law of diminishing marginal utility is determined-the smartphone market has also seen a sharp drop in sales this year, but it is still a prosperous scene, although a lot of internet phone manufacturers appear, can say handset manufacturers have declined?

The wild counterattack of standard traditional TV makers

As the introduction says, traditional TV makers are already aware of their shortcomings and deficiencies, and are trying to improve. In addition to marketing tools, product development, intelligent acceleration, and other aspects, the traditional TV manufacturers also realize the shortcomings of each other-standards lead to waste of resources, overlapping, easy to be exploited by the Internet upstart, by the way, passive take, slow reaction ...

In order to deal with these shortcomings, traditional TV manufacturers began to try to unify the standards. Recently, TCL, Changhong, Hisense has been in advertising, large data, game middleware standards, application stores, etc. to reach strategic alliances. After the alliance, the three traditional TV makers became the United Front, together in the intelligent process against the wind and waves. For example, in advertising to give a unified price, no longer because of disorderly competition and lead to prices in the low hovering, will only harm themselves, by the internet upstart Delli; For example, the unified use of three of data, in-depth excavation of user demand point, according to the data pre-product development and promotion, to obtain the best results , such as the application store after unification, resources can be reorganized, the exclusive resources to maximize the use of to attract the attention of users ...

Predictably, if the alliance can achieve the expected and even beyond the expected results, more traditional TV makers will join in, become one of them, and even more likely to collaborate in deeper areas. Are traditional TV makers already starting to unify the standards, or are the Internet upstarts still holding up the marketing cards, so that the Internet upstart can have a good result?