The most dangerous time for traditional manufacturers to rethink and advance

Under the impact of the Internet, the electrical appliance Circle inherent disorder. First the music to see the attack, the strong introduction of Super TV; then Ali launched the TV operating system, and plans to unite the television industry parties to create an ecological alliance. In addition, millet, Baidu and other Internet companies have begun to intervene in the field of television.

For a time, the flow of "Internet blood" smart TV. This makes the traditional appliance manufacturers feel embarrassed, they are placed in an unprecedented dangerous moment, how to deal with? Traditional home appliances manufacturers in the reflection, in the exploration, but at present, still did not find a suitable way out.

* Conflict traditional factories are being reversed by internet companies

Smart TV is not a term. As early as three or four years ago, the traditional appliance manufacturers began to brew the intelligent TV operating system and all kinds of television applications, by Hisense, Changhong, TCL jointly launched and set up the Sino-Wisdom Alliance (China Intelligent Multimedia Terminal Technology Association) has also tried to create a unified standard and content platform. However, the new concept of smart TV is cold in the market.

Synthesis of its performance, mainly focused on the three major issues, the first is the high price, smart TV pricing than the ordinary TV 2000~3000 yuan; second, the application of the quantity is insufficient, last year, the reporter interviewed several traditional manufacturers of smart TV application only 1500 variety. Moreover, because the first two factors, makes the intelligent function activation rate is low, previously had the news to say less than 30%.

However, an industry insider told reporters that the number of applications and low activation rate of the problem has been significantly improved this year: "For example, the number of companies in the Sino-Chile television applications have been significantly improved, up to 30,000 variety." According to some manufacturers before 11 statistics, the activation rate of related intelligent function has risen to about 50% to 60%. ”

These improvements do not start with internet companies dabbling in smart TVs. Former Unicom video director Zhang Lei said: "In fact, the traditional manufacturers of intelligent TV prices, but also based on the prophase of research and development, market cultivation and other surrounding costs higher." As a new thing, smart TV needs a few years of user training time, the original traditional manufacturers are hoping to cultivate in the market before making money. But it is precisely in the market, while the Internet companies have to intervene, disrupting the traditional manufacturers plan. ”

A traditional manufacturer of related people also spit out the bitterness: "After years of bedding, and now gradually improve the environment, for example, we go around looking for application developers, but also pay them, and now there are many developers understand the role of intelligent TV platform, the initiative to contact us." But at this time the Internet enterprises to kill halfway, from the business model and so on will be our army. ”

But this view has also been refuted by some industry insiders, said that if not the Internet enterprises to enter, pull low price threshold, rich content resources, smart TV may still be traditional manufacturers marketing publicity stunt, it is difficult to truly accept the user.

* Reflection on Internet marketing behind the wine is really afraid of the alley deep

A traditional color TV manufacturer in charge of research and development to reporters, from the hardware level of the product, did not feel that the Internet Enterprise Smart TV has too much threat, but in the business model and marketing propaganda on both sides do have gaps.

"For a very simple example, an internet company claiming that its border is only 8mm is a bright spot," he said. In fact, 8mm is our standard years ago, now our products are no borders, up to 2mm. However, we are in the network marketing, publicity is relatively backward, these products can not let consumers recognize the bright spot. "Traditional manufacturers in the past to promote the channel more fixed, whether it is a large store, store or other agent channels, propaganda way is more old-fashioned." The person said that the impact of Internet manufacturers, traditional manufacturers are also aware of the way from the internal training and external introduction of the people who understand the new media marketing: "Our brand has been for many years, for consumers may not be fresh, how to create a more stylish feeling?" "These thinking, and Huawei and other mobile phone manufacturers by the impact of millet, the beginning of internet marketing has no common ground."

The difference between business models also allows internet companies to open their hands. Traditional home appliances manufacturers have always been the profit model is to sell hardware, sell more to earn more. But the Internet enterprise's entry, then breaks this traditional custom, for example music sees, is relies on the hardware, the content, the advertisement, the application divides and so on various means, realizes the income channel diversification.

But the business model is hard to follow, and a tech executive at a home appliance manufacturer agrees. He told reporters that the home appliance industry is a meager profit industry, investment pay attention to return. Internet companies to invest money, vote for people, in the home appliance industry is difficult to do, "a lot of home appliances manufacturers of corporate culture, can not support the big innovation, this is the bottleneck." ”

* The foundation of cooperative marriage is not reliable bedfellows the future is difficult

Facing the Internet enterprise's attack, the traditional appliance manufacturer also seeks the survival way, at present the most mainstream way is with the Internet enterprise marriage. But many people are not optimistic about the prospect of such a marriage.

Engaged in the development of television applications Shenzhen E-tek technology company President Assistant Qin Wei told reporters that if the use of third-party operating systems can be used quickly, not only can save a lot of research and development costs, can also be quickly to the market, to obtain benefits. However, the drawbacks are also obvious: losing their technical ability means losing control.

According to industry sources, Ali is currently selling his OS around the system, and to seek cooperation with home appliances manufacturers. However, such a move has led to the vigilance of traditional manufacturers. Hisense Media Network Technology Co., Ltd. Deputy general manager Gao Xiongyong pointed out, "TV manufacturers without their own technology, without their own dominance, it will become someone else's processing plant, it is not far from death." If just shout wolf to come, useless, want to change a wolf to oneself only line. ”

Changhong Technology Center, the head of the Institute of Basic Technology Lio Fucheng also said in public, Changhong to do their own platform, the product upgrade control in their own hands. "If the Internet company mastered this platform, it can use Changhong today, tomorrow can use other manufacturers, we have no right to speak." ”

Small details also seem to prove that cooperation between traditional and internet companies is not so concerted. Before Skyworth, the United Ali launched three smart TVs, all equipped with Ali TV operating system and Skyworth's own providential system. The mix shows that both partners are unwilling to give up their dominance of smart television.

Qin Wei said, "Home appliances manufacturers covet the unique application of Internet companies, and internet companies want to make their own platform to dominate." In the future, the cooperation and competition between the two sides will be a drama of attack and defense, and it will see how the strategic control and layout of the big crocodiles are. ”

Music video TV senior vice President Peng Gang also said that the traditional manufacturers and content manufacturers of the mode of cooperation is a different dream. "The logic of the traditional firms is that they want the overall product line to be richer and better, intelligent and not intelligent, and not just hope that a particular product will sell well, but the purpose of the content maker is usually to just one or two sell." The logic of the two is contradictory, and the direction of channel expansion is different. ”

* Fight hardware rich product line traditional manufacturers to soft

In addition to marriage, to build online brands, some traditional manufacturers also want to be in the traditional advantages-hardware to continue to do strong, "hard" grams "soft" to counter the offensive internet companies.

Recently, the surface Smart TV launched by Changhong Television has aroused the attention of the outside world. A changhong Personage said, curved television's originality comes from the wide screen movie, uses the curved surface to eliminate the human eye disparity: "Probably at the end of the year we will produce, at least can lead the other manufacturers half a year." "And Konka has played a" nuclear war ", has begun to build the concept of intelligent TV eight-core.

However, Zhang Lei reminded traditional television manufacturers, the advantage of hardware research and development is a direction, but it also needs to see its limitations, and consider other innovative strategies: "For nuclear warfare," this is the concept of smart phones, because users of mobile phone updates are very high. Can buy a four-core now, next year to change a eight nuclear. But do big things like television have such a high rate of change? Will I replace my home because I have eight nuclear TV now? All of these should be thought about and not go astray. I feel that the biggest trump of the TV is to improve the screen display technology. ”

Some manufacturers also seem to be looking for other directions outside of "hardware", such as using their own rich product lines. Changhong recently launched a new "smart home" strategy, the intention to build smart TV and smart refrigerators, intelligent air-conditioning, intelligent electric cookers and other interconnected large system, there is news that companies such as IBM to explore the smart home appliances generated data into a large data management framework. "Such a complete product line, I believe that internet companies can not be copied at once." This should be the manufacturers to deal with the internet impact of a future strategy. "Industry insiders to reporters analysis.

Reporter observation

Who the Lord ups and downs

For the current Lok-vision, Millet adopted low-cost strategy, the industry views differ. Some points of view, the implementation of Low-cost strategy, so that the user's acceptance of intelligent television greatly improved, with the user scale, in order to talk about further strategies on this basis. Others argue that, on the face of it, it is always good for consumers to drive down smart-TV prices, but internet companies are always doing what they do, and if one day they switch to the battlefield, the smart-TV market will leave a mess.

This is a worry about the future, the question, the answer can only let time. Because now the intelligent television industry is in a state of chaos, everyone is groping their own way.

The future of the industrial structure, it is possible that the traditional home appliances enterprises to gain Internet experience, regain the competitive advantage, but also may be the Internet enterprises occupy the lead, leading the traditional home appliances enterprises. But predictably, the future market is a brutal red sea, some enterprises were eliminated. Gao Xiongyong said, since the internet has come, the future pattern is the Internet model, winners take all. The rules of the game are changing, to fight the technology, strength and sensitivity to the market, we all have their own strengths, to see who can seize the opportunity.