The temptation of diversified profit model of intelligent TV

The temptation of the diversified profit model of the intelligent TV, more and more manufacturers want a piece, the low price war has been white-hot.

September 23, the old set-top box manufacturers with Chau Electronics (002052.SZ) released 55-inch Smart TV, the price is only 4698 yuan, directly to the music view of 60 inches 6999 yuan price. In addition, with the State electronics more by virtue of communication equipment manufacturers advantage, and trillion Chi shares (002429.SZ) announced a cooperative investment of 10 billion yuan, for 0 yuan for the whole turn, for the television Internet households through the project to promote. Affected by this, September 24 with the Chau electronic opening is sealed in trading plate.

Earlier, Alibaba-Skyworth launched the 42-inch version of "Cool Smart TV" Price only 1999 yuan, relative to the music of 39-inch Smart TV 1999 Yuan price more advantages. And Millet launched the 47-inch Smart TV, the price is only 2999 yuan.

"The current access to the intelligent television industry, the Internet enterprises, hardware manufacturers and traditional TV manufacturers, in the competitive advantages, more through the integration of resource hardware to achieve complementarity, but with the subsequent increase, simple low-cost has no advantage, can be foreseen in the smart TV industry competition will be even more brutal." "There are people in the TV industry who have feelings for reporters.

Low price war, the first launch of Low-cost Internet smart TV Video network is not as expected, the introduction of new products happy enclosure, but to the content integration and expand the market, such as "internal strength cultivation." August 27, video network for restructuring matters to stop. A source said, the Lok-Vision network is not the launch of the new size of television, but the acquisition of an upstream content company to improve the super TV from the terminal to the content of the system-wide integration.

Corresponding to this is, the video network since August 27 stop has not released new products, but in the content upgrades and sales expansion on the move, first with the power to upgrade the operating system, and then with the United States Gome 100,000 customization machine, Tencent joined hands with the electric business channels to expand sales.

September price war

The temptation of traditional TV programs gradually into the sunset, longer than information provided by the Internet Shangzheng with "Pandora" Magic box to kill into the television terminal battlefield. According to data released by the CCTV Market Research Institute (CTR), prime-time power ratings for March this year have fallen from 32.5% to 31.5% from three years ago. Sarft released the "China Audiovisual new Media Development Report," the data is more intuitive, the Beijing region's TV boot rate even from 70% three years ago down to 30%, the age structure of television viewers aging.

Into the September, the preparation has been a long time the business can not restrain, have launched a new Low-cost Smart TV, the price of the war into the climax. September 3, Archie and Tcl launched the 48-inch grand Mercure, 48-inch classic version, two prices are 4567 yuan and 2999 yuan, the first to 48-inch smart TV price pull down 3000 yuan.

Only two days later, the Millet Science and technology conference, the CEO Lei launched 47-inch 2999 yuan in the price of Millet TV, again the mainstream size of the price of television to pull to a low point. Even more unexpectedly, at the September 10 meeting of Skyworth and Ali joint platform, the price of 42-inch smart TV has been reduced to 1999 yuan, breaking the record of 1999 yuan, which is maintained by the video 39-inch Super TV.

In less than a week, the 40-inch + Smart TV has experienced a price change from 2999 to 1999 yuan, up to a price difference of up to 1000 yuan. "Low-cost signboards are commonly used by internet companies to compete, the aim is to seize the market at a lower price, first the opponents down, and then slowly happy enclosure." An Internet industry analyst told reporters.

"Compared to traditional consumers, the majority of smart TV users who prefer Internet value-added services are still relatively small, requiring vendors to help guide users in this area with low prices." "The analyst further pointed out to the reporter," but overall, the large size of smart TV market share far lower than the traditional TV, TV is after all, the price of large appliances more expensive, unlike mobile phones can be bought and played casually, compared to simply rely on price war to attract eyeballs, businesses should cultivate their own internet users ”

Transformation of soft power competition

In the heat of the price war, the aforementioned industry to reporters bluntly, accompanied by the increasing number of people and intelligent television manufacturing technology mature, smart TV price war will only be more intense. "In the future, in the fierce price war of Smart TV, the hardware is not the core, the Internet business is the key to win the content of the supply, system intelligence and other soft power." ”

In the low price advantage is constantly broken by the backward, music network vice President Liang has told reporters, compared to the introduction of new products, music will be transferred to the soft power competition, the disclosure, has begun to produce 4K TV programs, the future in the TV version will have 4K channels. "We think from a soft point of view, others may be hard from the angle, the soft may be the hardest." ”

Not only video services, Alibaba and other electric operators through the placement of online sales platform to the TV terminal, to achieve a large screen shopping experience to preempt the user community. Alibaba and Skyworth cooperation in the three "cool open" intelligent TV, Ali to cool open the TV Taobao, Alipay users to provide 100G of cloud storage space. In addition, with the web version of Taobao is consistent, cool open also put Ali's poly cost-effective, Alipay, hydro-coal applications.

But for the business vision blinds content Platform implantation, the Internet analyst pointed out that value-added services must be built on the production platform, accompanied by increased industry access, smart TV price war intensified, whether the business can achieve mass production or unknown. and Millet Technology CEO Lei has frankly said, if the Millet TV production is not big enough, there may be a mess.

Relative to the rival millet, Le Vision Network CEO Jia Yue Pavilion is more optimistic that by virtue of the full ecosystem of music, Super TV three years sales 5 million is not difficult. September 16, the video Super TV in Yantai Foxconn production line officially put into production, so far, le see already has Guangdong Shenzhen, Hunan Hengyang and Shandong Yantai Three production base, Super TV into a comprehensive volume stage.

From the newspaper, by virtue of Super TV and box sales, music video ads volume surged 124.74% to 343 million yuan in the first half. "Part of the first half of the advertising resources for the promotion of Super TV, failed to achieve maximum use, the second half of advertising will continue to double growth, the annual advertising revenue target 800 million-1 billion." "CICC points out.