Q3 is a time of intensive marketing activities. The best days of 818, summer holiday, and Mid-Autumn National Day are all concentrated in Q3. The color TV market in the third quarter of 2016 has reached 11.95 million units in volume, showing that the market is still booming. . 
Once upon a time, how many insiders often lamented that “TV is dead†and I don’t know what these “bricks†are now, but at least “television is dead†has completely dissipated. Basically, it’s probably because Internet TV is empty The birth of the TV industry opened a new blue ocean.
In 2015, the penetration rate of smart TV reached over 70%, and the cumulative number of users in the TV network exceeded 50 million. The penetration rate exceeded the key point of 10%. The number of single-headed active terminals of leading companies approached 15 million units, and the daily active users approached 10 million. These may only be a few figures from the user's point of view, but in the eyes of traditional TV makers, they may be about to tear them down.
Color TV market competition for winning parties winning geometry
In the third quarter, the market share of Internet brands in the TV market was 22.5%, an increase of 11.8 percentage points from the same period of last year. Internet TV was growing at a doubled rate. Compared with the booming of Internet TV, in the traditional TV market, the market became saturated. The growth rate slowed down and the industry began to enter the era of low profit.
The advantages of Internet TV are not only reflected in the proportion, but also the penetration of traditional brands through capital methods is one of the strategies of Internet TV. For example, in December last year, LeTV spent HK$2.267 billion to become the second largest shareholder of TCL Multimedia; In the same month, micro-whales also plan to invest 450 million yuan in shares in Konka. It can be seen that traditional television is being eroded by Internet companies.
Of course, traditional TV companies will not just sit still and wait, even though Internet TV has been advancing rapidly, traditional brands still occupy the bulk. As the growth momentum of the TV industry will shift to structural upgrading, traditional enterprises will begin to tap into the high-end market where foreign brands are dominant. After all, Internet brands have always played a price war, and the development of medium and high-end markets is not yet easy for them. According to statistics, the penetration rate of Q3 traditional brands in the 6000-7999 price segment is 65%, which is an increase of 7 percentage points compared to the same period of last year. The penetration rate of Internet brands in the 8000-9000 price segment is 3%, which is a decrease of 5 compared to the same period of last year. percentage point.
It can be seen that although Internet TV seems to suppress traditional TVs in different aspects, traditional TV companies have not given up and are still struggling to open up the market. The battle for market share appears to be a protracted war.
Content for Wang Internet TV seems to have set a victory?
Whether it is for Internet TV or traditional TV, it is true that consumers are caught. Consumers' attention on television is nothing more than four points: appearance, quality, system and content. First of all, from the appearance, the current television in addition to the color of the base of the frame slightly effort, it does not seem to make themselves stand out through the appearance, even if a few years ago, local gold has been all the rage, but few consumers will because of local gold Go to buy a TV in color. Coupled with the current television technology has not yet seen any revolutionary breakthrough, so the picture quality is also difficult to distinguish.
In recent years, with the rise of artificial intelligence, Internet TV manufacturers seem to have been given a dose of cardiotonic, speech recognition, artificial intelligence analysis, content screening and push according to user preferences, and so on. These functions are endless, and their own TV systems are also frequent. Update, for fear of an unsuspecting consumer. Even VR, behavior identification, etc., are all attempts by Internet TV companies.
Finally, when it comes to content, there is no doubt that the biggest advantage of Internet TV brands is the Internet-based operating model and strong content support. Hundreds of thousands of Korean dramas and American dramas, all kinds of variety shows, just off the line from the movie theaters, you just need to turn on the TV and present it on the big screen of your living room in minutes. This powerful content is the most difficult for a traditional home appliance company to overcome.
Although traditional TV manufacturers are now leading the Internet brands with their advantages in technology, channels, brand awareness, etc., facing Internet brands do not hesitate to resort to hardware free-to-play games.
The author believes that as early as next year, the outcome of the contest between the two sides will be divided. At this moment, it is the most critical moment for the two major camps. What will the future color TV market be like? It is really not. Say it.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
In 2015, the penetration rate of smart TV reached over 70%, and the cumulative number of users in the TV network exceeded 50 million. The penetration rate exceeded the key point of 10%. The number of single-headed active terminals of leading companies approached 15 million units, and the daily active users approached 10 million. These may only be a few figures from the user's point of view, but in the eyes of traditional TV makers, they may be about to tear them down.
Color TV market competition for winning parties winning geometry
In the third quarter, the market share of Internet brands in the TV market was 22.5%, an increase of 11.8 percentage points from the same period of last year. Internet TV was growing at a doubled rate. Compared with the booming of Internet TV, in the traditional TV market, the market became saturated. The growth rate slowed down and the industry began to enter the era of low profit.
The advantages of Internet TV are not only reflected in the proportion, but also the penetration of traditional brands through capital methods is one of the strategies of Internet TV. For example, in December last year, LeTV spent HK$2.267 billion to become the second largest shareholder of TCL Multimedia; In the same month, micro-whales also plan to invest 450 million yuan in shares in Konka. It can be seen that traditional television is being eroded by Internet companies.
Of course, traditional TV companies will not just sit still and wait, even though Internet TV has been advancing rapidly, traditional brands still occupy the bulk. As the growth momentum of the TV industry will shift to structural upgrading, traditional enterprises will begin to tap into the high-end market where foreign brands are dominant. After all, Internet brands have always played a price war, and the development of medium and high-end markets is not yet easy for them. According to statistics, the penetration rate of Q3 traditional brands in the 6000-7999 price segment is 65%, which is an increase of 7 percentage points compared to the same period of last year. The penetration rate of Internet brands in the 8000-9000 price segment is 3%, which is a decrease of 5 compared to the same period of last year. percentage point.
It can be seen that although Internet TV seems to suppress traditional TVs in different aspects, traditional TV companies have not given up and are still struggling to open up the market. The battle for market share appears to be a protracted war.
Content for Wang Internet TV seems to have set a victory?
Whether it is for Internet TV or traditional TV, it is true that consumers are caught. Consumers' attention on television is nothing more than four points: appearance, quality, system and content. First of all, from the appearance, the current television in addition to the color of the base of the frame slightly effort, it does not seem to make themselves stand out through the appearance, even if a few years ago, local gold has been all the rage, but few consumers will because of local gold Go to buy a TV in color. Coupled with the current television technology has not yet seen any revolutionary breakthrough, so the picture quality is also difficult to distinguish.
In recent years, with the rise of artificial intelligence, Internet TV manufacturers seem to have been given a dose of cardiotonic, speech recognition, artificial intelligence analysis, content screening and push according to user preferences, and so on. These functions are endless, and their own TV systems are also frequent. Update, for fear of an unsuspecting consumer. Even VR, behavior identification, etc., are all attempts by Internet TV companies.
Finally, when it comes to content, there is no doubt that the biggest advantage of Internet TV brands is the Internet-based operating model and strong content support. Hundreds of thousands of Korean dramas and American dramas, all kinds of variety shows, just off the line from the movie theaters, you just need to turn on the TV and present it on the big screen of your living room in minutes. This powerful content is the most difficult for a traditional home appliance company to overcome.
Although traditional TV manufacturers are now leading the Internet brands with their advantages in technology, channels, brand awareness, etc., facing Internet brands do not hesitate to resort to hardware free-to-play games.
The author believes that as early as next year, the outcome of the contest between the two sides will be divided. At this moment, it is the most critical moment for the two major camps. What will the future color TV market be like? It is really not. Say it.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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