Low price or low price

Absrtact: For domestic color TV industry, the three quarter is the traditional new promotional season, has always been the smoke. But this year's three-quarter smoke, blotting out the dust. Internet Smart TV, a TV industry as a gimmick to fry for many years of concept, some let

For domestic color TV industry, the three quarter is the traditional new promotional season, has always been the smoke. But this year's three-quarter smoke, "blotting out the dust."

Internet Smart TV, a TV industry as a gimmick for many years of speculation, some people accidentally ignited the entire industry's war. Le vision, millet Rimini, the internet three big bat (Baidu, Alibaba, Tencent) have intervened, and Tcl, Skyworth, Konka and Hisense, Changhong, Haier and other traditional color TV manufacturers, or alliances or alone. In a short period of time, the introduction of the Internet Intelligent TV 10, mutual suspicion, preparedness, criticism, surprise, hand-to-hand combat, showing a situation of chaos.

Situation

Traditional tyrannical and new forces hand-to-hand combat

September 2, Konka together with Jingdong Mall launched its first pure online brand kktv,55 inches sold 6666 yuan, 39 inches to sell 3333 yuan; September 3, Tcl and Baidu's video site Archie Art cooperation released "Tv+", TCL chairman Li and Baidu chairman Robin Li together platform; September 5, Millet introduced millet TV; September 10, Skyworth United Alibaba released "Cool Open", October 10, le-View released 50-inch Super TV, sold 2499 yuan.

You sang my debut, a short period of one months, the traditional color TV with the powerful Tcl, Skyworth, Konka, Internet hardware new forces music, millet, the internet three giants Tencent, Baidu, Alibaba, all battle, laid out posture, close to melee, not lively.

Of course, there must be a lively behind suspicion of preparedness, mutual spit. As early as July this year, Skyworth President Yang Dongwen Representative has been provoked by the traditional color TV brand response to music, pointed out that the latter to do TV's soft rib including brand, logistics and after-sale. September 10, Skyworth and Alibaba's press conference, Skyworth executives also shelled millet, said Millet TV is two years ago, the old technology, and professional color TV manufacturers, the gap between the millet TV is "Stone Age" and "industrial civilization."

And in Alibaba and Skyworth so-called alliance inside, is also friction constantly. July 23, Alibaba released Ali Intelligent TV operating system, and said Changhong, Skyworth, Konka, etc. to join its Smart TV Ecological Alliance, but then Changhong, Skyworth, Konka Three have come forward to deny. The September 10 release of the cool Open, also did not carry Alibaba's operating system, but Skyworth's providential system.

Within the emerging power, it is also a cup of ivy. Tcl and Archie in Millet before the release of tv+, press conference on love odd art an executive alluding to millet, no Internet video resources do not make internet TV. And after the release of Millet 50-inch Super TV video, 150 of the construction machine is scheduled to open on October 15 12 o'clock Noon, is just a millet TV sales time, shaped with lei. The struggle between the families, showing a melee situation.

War

Dismal or stirring the market

Perhaps few people now remember that this round of Internet smart TV wars can be traced back to Lenovo. Last May, Lenovo made a High-profile announcement to enter the television field, launched it smart TV "Le TV", was about to crown the world's largest PC manufacturers Lenovo to make this decision, in the domestic color TV industry set off a lot of waves. Lenovo senior Vice President Liu June is also aggressive, said the confidence to change the domestic color TV industry. Unfortunately for more than a year, the results of Lenovo television can only be described as bleak.

Soon after, the color TV industry This well-organized for many years, "China Shop", only to usher in the first "rampage Rhino." There are Fuji Kang and sharp LCD screen backed by the music of the play, as the CEO Jia Yue Pavilion than Liu June to dare to say more, put the words to completely subvert the domestic color TV industry. Music as a recruit egg son's identity, frequently to the traditional color TV manufacturers to challenge, Spit, said to the whole industry declared war. From last September to this May, the video of the super TV from concept to product, indeed stirred the capital market, but also ignited the Internet smart TV market, the first war.

And in the field of smart mobile phones to become the latest definable to join the battle of the Internet hardware manufacturers, Lei said Millet TV to do "young people's first television", Lei ready to carry this banner LED Millet TV.

Allied or alone

If the sales and brand rankings, the domestic traditional color TV should be such a seating position: Hisense, TCL, Skyworth, Changhong, Konka, Haier. In fact, before this round of smoke was ignited, all 6 have already signed up with the domestic Internet television platform, such as CCTV's China Internet Television (CNTV), Blockbuster, song Hua and other cooperation agreements, in their own television sets or set-top boxes to provide users with Internet video content. And when they see the first challenger-Lenovo did not have a strong impact on the industry pattern, the 6 of them have once looked on the music as a spectator. But now the situation is different, these 6 families have to deal with seriously.

Hisense and Tcl Two in recent years has been committed to the younger brand, in the first half of this year have launched their own brand. The two are also more willing to taste, is the industry earlier with the Internet business cooperation of the traditional color TV brand. Last August, Li a platform, Tcl United Tencent launched a 26-inch "Icescreen" Ice cream TV, only this product when used as a tablet computer inconvenient to move also does not support touch screen, when the TV screen is not big enough, and finally seen as a "cross-boundary freak." So this year Li a platform with Robin Li, on the sale of "serious" internet smart TV.

Compared to TCL, Hisense more "high-end flavor international fan", but also last August, Hisense and Google reached an agreement to become Google's fifth partner, the two sides jointly develop intelligent TV operating system based on Android and applications. However, due to domestic policies, Hisense Google TV can only "wall outside the flowering wall fragrance."

Compared with Hisense and Tcl, Skyworth and Konka alliance with internet companies can only be a shallow level. Skyworth Lightning Hand Alibaba launched the cool open TV, in fact, does not carry Ali's operating system, just put into the Alipay function, is a can on Taobao, with Alipay TV. and Konka and Beijing-East cooperation is only limited to channel sales. The remaining Changhong and Haier is to choose their own research and development of the so-called "home Internet", the concept is simply to the TV as a large remote control and display terminals to control the home refrigerator, air-conditioning, washing machines and other home appliances.

Free or low price

Internet analyst Jie pointed out that the current challenges facing Smart TV, one is the user's habit, television for users is only to watch the use of the program, games or other applications have not used; and the development of user habits, platform to do the application is Baidu, Alibaba and Tencent these internet companies are the best strengths. Baidu, Tencent all want to their own video site access to Intelligent TV terminal, and Alibaba's Abacus is to cultivate users through the TV Taobao with Alipay habit.

Zhou, the 360 chairman of the Internet Free Road, recently repeated the game of internet companies with color TV manufacturers. "Recently there are a lot of home appliances manufacturers Please me to do exchanges, I have said in earnest that the past to do home appliances how the competition has the bottom line, now the internet this help ' barbarians ' rushed in without the bottom line, the price is not the lowest, only lower." Zhou said that internet companies are relying on free or low-cost money to get enough users, and then extended to other profitable chain of value. Zhou admits, "traditional enterprises look at the Internet, can not see, look at, can not see clearly, too late." ”

Archie, the CEO of Gong, also believes that internet companies, including video sites, have the same business model of Smart TV as the TV, which is free + advertising. Advertising scale, must accompany the end of the user scale to reach a certain level, and video web site in the mobile end of the development planning, the first to cultivate users, a certain scale, before the commercialization began. On the television manufacturer and video website cooperation pattern, Gong gives the answer, "not only his profit I do not want, later my income also wants to divide him".

No worries or become spectators

In this round of Internet smart TV war, there are two of the camp but do not sit, when the spectators. One is including CNTV, hundred-Vision, southern Media, Hangzhou, including the number of 7 licensed Internet TV operators, there is a Samsung, Sony, LG, Sharp and other foreign color TV brands.

According to the August 2009 SARFT issued the relevant documents, color TV enterprises may not alone to provide users with Internet video programs. This file is jammed. The TV companies try to connect the TV to the television network or add a set-top box to provide users with Internet video programs, but also to that year by the traditional color TV brands set off by the Internet TV hot poured a pot of cold water. Since then, Hisense, Skyworth, TCL, Konka, Changhong and so on with one or more Internet TV operators to provide users with free Internet video programs. Cntv and so on to cooperate in the color TV companies to collect fees. This round joins the war the Music vision, Archie Art and other video sites, compared with CNTV, Hand has more film and television drama resources, but to provide users with the words must also be with the 7 licensed Internet TV operators, the Millet box was stopped, because it and the CNTV did not talk about the false. Under the present circumstances, the 7 Internet television operators, by virtue of their licence resources, can be "comfortably clothed".

It is also the relationship with the 7 Internet TV operators is far from the domestic color TV brand so familiar, foreign color TV brand in this round of Internet smart TV war mostly helplessly become spectators. In the context of temporary breakthrough in the content of the case, foreign color TV brands can only work the hardware, Samsung, Sony, LG is also the same as in August and September launched a curved screen television, emphasizing the comfort and clarity of viewing. Interestingly, according to the Tiger Sniff net recently to 100 people interested in buying Internet Smart TV users of the questionnaire, in the user's ten indicators of concern, in the first place is the TV screen size and clarity, price factors ranked second, the Internet video content of the rich degree only ranked fifth. This may be a glimmer of hope for foreign color TV brands.

Tactical

Low price or low price

More than 10 years ago, Changhong Nirunfeng, Skyworth Hongsheng, Tcl Li have sacrificed a price war, at every turn to reduce prices by 20%, directly lower the entire color TV industry profit margins, but it makes these three brands occupy half of the year. Rivers or lakes, this round of Internet smart TV war is essentially still low price competition, and is a lower than one.

There is a color TV manufacturing industry pointed out that the current 46-50-inch LCD panel, if it is millions of pieces of more than a single purchase, single chip price can be pressed into the thousand yuan, otherwise each LCD screen price will be about 1500 yuan, plus electronic components and intelligent modules, This size segment of a so-called Internet intelligent TV will be no less than 2000 yuan, in addition to add a variety of late fees, each factory

The cost price is close to 3000 yuan. If this is the standard, this round of various manufacturers of the Internet intelligent Television products can be counted as "extremely high", of which Skyworth-Alibaba's cool open, millet and music as a cost price or even a loss price. So what do they rely on to make money?

"With a meager hardware profit, you can only make money from services and video programs." Consumer electronics industry veteran Observer Liang pointed out that this is also the Internet thinking to the color TV industry a big impact, rely on low-cost hardware to the card, to attract consumers eyeball, expand the user base, and then through the follow-up video program fees to achieve profitability. Le Vision has also explained its own profit model many times before, including charging users with annual video program fees and advertising fees to advertisers.

>> anatomy

Is music, millet really cheap?

As the originator of this round of Internet-smart television wars, le saw the low prices of subversive industries as a cause for many spits. 60-inch Video Super TV, the price of 6999 yuan, in addition to 490 yuan a year's annual fee, plus 499 yuan of the base and 280 yuan remote control, total need 8268 yuan, and the same size compared to other brands have no obvious price advantage. Millet TV is the same, millet 47-inch price of 2999 yuan, and Samsung, Skyworth, Changhong and other similar size product price gap is small.

Is music, millet really cheap? October 15, the first 3000 sets of millet TV only used 1 minutes and 58 seconds of time was robbed and empty, le see 150 TV Super Television S50 Project Commemorative Edition also only used in 8 seconds sold out. Some people on the internet questioned millet suspected of making the illusion of buying, the media began to attack the millet hunger marketing practices. In fact, when a commodity is out of stock, it is difficult to buy the hand, then the low price in addition to Bo people eyeball, what is the practical significance?

War

Internet companies scramble for the four screens

After computers, smartphones and tablets, TV sets have become the fourth screen for Internet companies to rob users of traffic. In the view of Internet enterprises, the new sales of nearly 50 million units each year, and is each family living room center of the television, is another high-quality traffic entrance.

Lei, the founder of Millet, said he made TV for smartphones. Let TV be another screen of mobile phones, because he judged the most important feature of the next generation of smartphones is "connect the world with mobile phones", and the original purpose of Millet TV is also due to the central position of the mobile phone, "If you think of Smart TV as a smartphone screen, Then the TV market will become a huge market in the next few years. "Lei thinks the TV screen can be like a large cell phone screen, in addition to watching video, you can download and install a variety of apps, playing games, reading, surfing, shopping, etc., such as games can have revenue, but this depends on the millet TV to sell enough quantity."

Archie Art CEO Gong revealed that the December 2011 Love Qi Art Mobile terminal traffic accounted for less than 3%, last December, the time has accounted for 25%, this year in March accounted for 33%, September 2 that day mobile terminal traffic is greater than 50%. Mobile terminals are rising too fast, the current Internet TV terminal traffic accounted for less than 1%, but according to the law of mobile terminals, he is confident of the growth of Internet TV terminal traffic.

Battlefield Notes

Internet Smart TV looks beautiful

At present, the Internet intelligent TV industry, such as the interests of all parties, chaos and confusion, the phenomenon, but only in the country can appear, in the overseas is not so play. The reasons for this include the slow pace of convergence in the domestic three networks, the barbaric growth of video sites, and the lack of copyright awareness.

Overseas Internet TV Market, video program resources are concentrated in the hands of several big TV stations control of radio and television network and film companies, such as ABC, NBC, CNN, FOX, Disney, and so on, they not only control almost all video programs, movie and television copyright, Also has a comprehensive broadband cable TV transmission network and infrastructure. So in the overseas internet TV market, as the end of the color TV manufacturers in absolute weakness, there is no video site, because the radio and television network business is running video sites, such as NBC's Hulu.

At home, the situation is much more complicated. The domestic Internet video resources mainly has two sources, one is the television station and its CNTV, hundred vision and so on 7 Internet TV operators, the second is Youku, music vision, Archie Art, Tencent video and other Internet video website. and video sites want to direct their content directly to the user's television, the strict sense is in violation of the provisions of the General Administration. But now this round of war is not so much, many video sites by placing content aggregation apk (Android installation package), the opening to users to circumvent the responsibility. As a result, video sites can get a larger user size, and TV manufacturers can also provide users with more video resources.

Why is it only to say that it looks beautiful when all parties can achieve their wish? Because in this round of the Internet smart Television war, an important role is still absent, that is, telecommunications operators. Many users complain that when the home is driving a computer to download things with thunder, watching internet TV programs are always jammed. Domestic telecom operators do not give users the network access devices to reserve the corresponding broadband to ensure the smooth playback of video programs.

In addition to jam, due to the slow convergence of the three networks, the absence of telecommunications operators, so that can be through the television online information consulting, entertainment, education and even many interactive functions are not completed, that is, the real sense of the Internet television Network is not set up perfect.

So to wait until the real sense of the Internet TV operators appear, Internet applications, services and television will be a combination of vitality, will appear real internet smart TV.