It's not that much different than not knowing the TV makers.

Recently, the music vision, Lenovo and Hisense has issued a smart TV. It should be noted that the three companies represent typical internet companies, it companies and traditional home appliances companies. The operating model of these three companies is completely different, Sohu it compares these company's marketing mode, channel layout, video resources and price ratio, trying to restore a real smart TV competition ecology.

The point of writing this article is that there is too much fog and opposition in the area of smart television. Lenovo and Tesco, for example, claim to own the largest 4K source in the industry, but this is theoretically impossible; for example, internet companies like to dress themselves up as light asset companies that have no factories to use the best factories in the world, Does it mean that the traditional enterprises have worked hard for decades to make a manufacturing investment less than a halfway factory? The following is a detailed report of Sohu it:

Factory comparison:

The products are made by Foxconn, but this is not the whole story. A representative of the company responsible for the factory to Sohu it said that the 60-inch TV is made by Foxconn workers, the rest of the products are by the Crown Jie Foundry. Millet is created by the weft generation workers.

Lenovo's first generation of products also by the Crown Czech Foundry, the second generation of products to the Sharp China factory. The reason for this is that Lenovo and sharp have reached some kind of cooperation, and the two sides have even been negotiating for a long time based on mergers and acquisitions, but so far there has been no result.

Hisense has its own factory, its products are produced by its own factory.

On behalf of the factory can not prove the quality of television, the reason for the present pattern is historical reasons, Hisense and other traditional companies to go before the factory has a product road, and Le see go and apple a bit similar, rely on suppliers to supply, a part of the profit to the generation of factories. Traditional companies, however, have eaten this part of their profits.

These phenomena will be reflected in the price, including the laying of channels. We'll mention that later. A factory executive explained to us that, in general, long-term TV factories are not necessarily better than substitute factories, but small factories are certainly not worth encouraging. An interesting example is that Skyworth executives will be the millet TV dismantling machine and make a contrast taunt, called the Stone Age products.

Price comparison:

From the performance, the Internet companies to achieve the best cost control, followed by IT companies, the last is the traditional home appliances companies. Let's take a look at the data. To show fairness, we have selected 50-inch 4K Smart TV.

Le view X50 air TV 2999 yuan + 998 yuan = 3998 yuan

Lenovo S9 TV 3999 Yuan + 399 Yuan = 4398 yuan

Hisense Vidaa Television has not released a similar product this time

Purely from the data point of view, the music video has the advantage, but this advantage is not obvious. One interesting thing is that music is famous for its low prices in the industry. For example, in the 20 anniversary of the Austrian air conditioning, and music to see almost no business associated with a vice president of the 360 companies, but also in the video television said "Le video can be 4K TV to do 2999 yuan, this is the internet can be a miracle." ”

In fact, the prices of the above products are also very representative, for example, and music similar to the millet, but also adopted this cost pricing marketing model; Traditional TV is in two directions, one is to adhere to their own business strategy, such as Changhong's Chiq, never to lower prices, Another is through the cooperation with Internet companies to take the internet route, Tcl Archie Art is a representative, Skyworth cool Open is also. The head of the company said the profits of these products were very low.

China's first household electrical appliances industry giant losses, is derived from the Changhong Nirunfeng launched the price war, in the store even staged a TV by Catty farce. Experts interviewed said that, compared with making money through television, le see Millet is more willing to tell a story, so as to enhance their position in the capital market. For example, le see a year's shipments of only hundreds of thousands of units, but the capital market to Jia Yue Pavilion returns, has far exceeded this number can bring revenue.

Traditional hardware manufacturers do not exist in this respect. The reason is that the mechanism for evaluating traditional firms is relatively unitary, which is to give a reasonable price/earnings ratio on the basis of shipments or revenues.

Therefore, the present price difference, and not simply to listen to what the manufacturer said, but to see their survival of the external environment. To some extent, the environment determines destiny.

Marketing strategy Comparison:

Music as a representative of the Internet company is quite successful marketing company, which seems obvious to all. Of course, this view is not to deny the video content and ecological construction efforts.

There are a lot of ways to be opportunistic. For example, the price of TV is divided into two parts to write, 2999+998 This hardware plus service mode. And fans of the music or some internet companies are also willing to choose to forget, just look at the price of the hardware in front and the prices they enjoy.

The marketing of traditional home appliances manufacturers seems to be a routine, only annual price war. Because of the lack of video resources, TV only marked a price. In addition, because the traditional appliance manufacturers in the design and development, sales channels have a lot of input, so, this part of the cost to be included in the price, its TV prices higher than the Le view of the light asset companies are also understandable.

This involves a question, that is, the traditional appliance manufacturers in the design and development of the investment is worthwhile? Home appliance watchers in retrospect in the 90 's home appliances industry has made a point of view: it is because of blind price competition led to the traditional appliance manufacturers to move the research and development costs, resulting in products without any competitiveness.

Lenovo's early game was a bit like a traditional home appliance manufacturer, but the company is doing some internet-style transmission. For example, million people experience activities. Simply from Baidu Hot word, Lenovo is the only one can and music as the heat of the company.

Video Resource comparison:

This is a similar abundant, The Daw topic. Purely on the surface, the music view should be the greatest benefit to the people, because Le View has its own video website music Network. Lenovo has played its beats. And Blockbuster set up a joint venture, and then get a lot of video.

One interesting thing is that both Le Vision and Lenovo have claimed to have the industry's largest source of 4K, which is a case of spat, but also reflects the problem is that home appliances manufacturers of video competition has tended to white-hot.

Le view on the 4K data provided as follows: "2014, le-Vision film will launch the" return "and so on nearly 10 4K blockbuster, music as the flowers and television program to introduce 4K series of 300 episodes, music video will create a 1500-minute 4K live concert. le-Vision Sports will create four sports-type original program, more than 300 period 5,600 minutes. Le video Entertainment will be produced 1250 minutes long 4K content. Le video documentary Channel introduced 4K documentary collection of 100 episodes. ”

Lenovo said, "S9 is currently online really 4K original piece source 40, this year there will be 300 of 4K source online, the average weekly update 3-5, the industry 4K source Update speed of the first"

From the official description, whether it is music or Lenovo, are Gao master, the words used for the description are basically "will" mostly, however, Lenovo mentioned that the existing 4K movie film source is 40.

Hisense does not have any video resources, but the company boasts the most video resources in the industry. The reason is: Hisense and 11 video companies signed a cooperation agreement, through the aggregation of the way to have 80多万部 video. This number is far beyond the music, Lenovo or other companies.

Channel Contrast:

In the channel layout, three companies embarked on a completely opposite path. Music is known as only the official website sales, but careful netizens will find that Taobao official online there are always channel merchants hoarding a large number of music video TV. Of course, this does not mean that there is any violation of music, music, depending on the price is very competitive, the appearance of cattle Gutch also belong to the normal. It should be pointed out that although there is no physical channel, but the cooperation has been able to cover China's mainstream cities.

Hisense as the representative of the music company or traditional practices, all over the stores, agents and channel operators to take up more than 95% of Hisense shipments. Data show that these channels are cumulative for Hisense output of 100 million television sets.

Lenovo's approach is between the two. On the one hand, Lenovo in the main Internet channel, this aspect is divided into 2 kinds of situation, first, and Beijing-east, the cat and other channel business cooperation, on the other hand, is the construction of the TV mall. It should be noted that this is the first time in Lenovo's history.

In addition, Lenovo is a particularly noteworthy practice, Lenovo in the national happy enclosure to do stores. This is a typical anti-internet practice, it is reported that Lenovo has opened hundreds of stores. An interesting phenomenon is that these traditional channels are responsible for more than 65% of Lenovo shipments.

The reasons for the differences in the layout of the three channels are different from each other's ideas. Lenovo, for example, named its newest product a terminator, and its initial intention was that it should rely on experience to discover good and bad, and that Lenovo was willing to offer the experience to consumers, so the physical channel was imperative.

Concluding：

The game is also becoming a hot topic of discussion, in this regard, Lenovo launched a convenient game of the intelligent empty mice, and also launched a special game to play the mouse, Hisense through the aggregation model, gathered more than 4,000 games. In this respect, the interest is relatively small.

Overall, three strengths, music as the biggest benefit winners, received the most attention and to the capital market told a good story; Hisense is still the most domestic shipments of television, and maintain good profit margins, the short-term market position is still the Internet manufacturers can not shake. Lenovo's approach has drifted between traditional and internet makers, and has been a way of gathering the strengths of traditional and internet makers.