Why did the electric business channel make the smart TV manufacturers love and hate?

New Year's Day, the spring Festival how long? To the end of the year, the major media has begun to prepare the news market, the annual news events, star products, hot new industries to carry out a summary. As one of the hottest products in the 2013 hardware field, the intelligent TV is naturally an excellent learning opportunity for people who like the author who want to know a lot about an industry to a large extent.

Internet thinking is reduced to the advantage of Shanbao or the new mantra for manufacturers

As far as smart TV is concerned, even if you do not look at the year-end inventory, the "Internet thinking" has gradually become a shanbao noun behind, the smart TV manufacturers have also played a role of "fuelling". The abuse of "internet thinking" has led to the rapid resignation of this mantra, which has determined the need for smart TV makers to find new mantra. Such a situation can be said to be free of the noisy internet circles among the manufacturers, a rare self-censorship, attention to the more essential details of the smart television industry, the opportunity, worthy of the manufacturers to grasp.

Recently, the author in the search for the summary content of Intelligent television, found a new seven days together with Allwin consultation issued a "China Smart television channel white paper", access to a lot of smart television industry data, Through the data behind the thinking has finally solved the author has long been a question: why will the electricity business channel to make smart TV manufacturers love and hate? Also for some time in the future, smart TV manufacturers of the mantra made a certain prediction: the advantages of the electric business channel.

According to the data report of the China Intelligent Television channel White paper, the 2013-year double 11 activity, Ali and Skyworth cooperation cool open TV to sell 56272 units, Turnover of 180 million of the two 11 activities to become the first billion turnover of household appliances brand, ranked first; the traditional household appliance enterprise Haier TV with 10939 units ranked second, the turnover of more than more than 20 million yuan; traditional color TV brand TCL and Baidu Archie Art cooperation launched the TV to 10491 ranked third , Lok See sales of 6000 units, ranked fourth, millet sales 2800, ranked fifth, Konka sales 1234 Magic figures, intended to add a gleam of the statistics list beautiful scenery.

Smart TV princes of the Supremacy faction bristling

The formation of this situation, but also from the manufacturer's classification of the source. Smart TV is a new concept, a new market. is a no king of the chaos of the world, "warlords hegemony, faction-lined" is the normal development of the industry. According to the classification in the China Smart television channel White Paper, in the manufacturer's positioning development gradually formed today, intelligent TV can be divided into to Skyworth and Ali cooperation launched Cool TV, Baidu Archie Art and Tcl to launch the TV as the example of the cooperative faction, to music, millet led by the Internet faction, With aloof and proud to stand alone Changhong led the traditional three factions.

Among the three factions, the advantage of the Internet faction represented by le-view Millet is that the feedback of consumers ' front end (mainly in C2B mode) can collect and feedback the consumer's suggestions and apply them to the products in time. Have a lot of flexibility, in the light of the operating mode of the advantages, not to believe that the electricity business channel is not important, Millet in many channels are open marketing activities, he attaches importance to the electrical business channel of a performance. But the disadvantage is that capacity is difficult to scale, product process design experience, and the supply chain too much pressure, which is to locate in a hardware-biased company's development, is a fatal shortcoming.

Tradition pie, years of precipitation, the supply chain system is very strong, but it is not conducive to the discovery of consumer products in the process of problems, because his relationship with consumers in the three intelligent television is relatively alienated, not accurate and timely to get consumer feedback, very much in the Institute of the old academic fan son. Research production capacity is good, the WTO and consumers to deal with weak. Traditional enterprises rely on strong production capacity, product technology, supply chain system, such as the advantages of a strong (typical business model), can use good products to become a big overlord in the market, but if you can not adapt to the development trend of the business era, to narrow their distance with the market and consumers, can survive the rise.

The cooperation faction, the collection two kind of superiority in a body, takes the cool to open as the representative, cool open trial of a change in the new seven days as a carrier, not just do the back-end of the operation, at the same time as the front-end consumer information feedback platform, the new seven days changed the traditional manufacturer's operating mode, making traditional enterprises closer to consumers, played a c2b, The advantages of two major modes of the Business-to-consumer. Cool Open success is not surprising, operators not only stay in the downstream, guide consumers to buy, more reverse impact upstream, whether successful, and then to see the operator to the enterprise reverse driving effect.

In the Internet 2.0 era transition to the Internet 3.0 era of this phase, the scale of Internet users has been quite large, the network of the world to play in the Internet to fight a state of the company become more important, showing a mass-centric industry development trend. Cooperative members have the sense of cooperation, the decision of the cooperative faction is willing to try everything to the development of the company's products, so they pay more attention to the electric business channel, and the traditional faction of the electric business channel interest is not so big. As for the Internet, because of the particularity of internet companies, the electric business channel will not become their most important task. So, what is the particularity of the Internet pie?

Why does the Internet faction not pay much attention to the electric business channel? Talking about the particularity of Internet industry

Internet industry companies are a typical need to create stories of the company's industry, speculation no lower limit is a common thing, the brand brings the product premium is the new internet companies in the early development of more important things. Now that Smart TV is in the new business, it's time for Internet players to magnify the premium on their brands. This time, the Internet will devote more energy to product development and brand premium promotion.

Comparatively speaking, the cooperative product is a kind of cooperative mutual active Learning product, initiative is stronger. Internet companies choose to cooperate with traditional manufacturers, internet giants can learn traditional manufacturers to do traditional industrial products experience, and traditional manufacturers can also learn the advantages of Internet giants, namely: better use of the Internet as a product sales channels to expand brand influence, improve product sales performance.

Such a partnership with each other to learn the goal of cooperation with the target group, can greatly shorten the distance between the two sides, to achieve efficient cooperation, when this can independently the Giants to achieve low density high efficiency of cooperation, such a resultant force how can not strong?

According to the new seven-day joint Allwin consultation published in the "China Smart television channel White Paper," The information disclosed in today's situation, is a lot of cooperative traditional manufacturers to the main channel to the third party professional operations team operations. Cool open them the cooperation of these cooperative factions continues Internet faction brings the concept of speculation, can also be a positive impact on the development of cooperation, if the cooperative faction has mastered the Internet to do product practices, then the efforts of the Internet is really possible for the cooperative pie to do wedding clothing.

The electric business channel is the place which the intelligent television must pay attention to, the different faction's intelligent television manufacturers are normal to the electric business channel dissimilarity attitude, makes the different factions love and hate already explained the electric business channel in the intelligent television development cannot neglect the position. If the traditional faction in their own Internet survival capacity is not strong enough, not to learn in a cooperative way, more natural to connect with the Internet, then the last to catch up with the smart TV This bus is also from the wicked.

Finally, small modest believe: in the intelligent television concept hype has reached a certain scale, the intelligent TV industry is gradually becoming mature now, "internet thinking" into the word Shanbao, so that the different factions of the smart TV manufacturers love and hate the Electric business channel will become their new mantra.

Author: Small modest, Changsha internet commentator, Hunan Changsha Internet Headquarters group members, Tyrants Network (http://tuhaonet.com/), micro-blog @ small Mo Shi, micro-letter concern net1996.