With the continuous upgrading of smart TVs, more and more smart TVs, more beautiful appearance, more and more powerful, has become the first choice for many consumers. However, consumers seem to have become a more complicated thing to buy smart TVs, because in many smart TV products, some products emphasize its high-definition, thin and light, energy-saving, and others are pushing its rich content and mass Applications. Which one should you choose between fish and bear's paw?
In fact, the same problem is also placed in front of color TV manufacturers, when the color TV prices continue to decline at the same time, the company's profit model should rely on hardware, or transformation content?
market
The price is getting cheaper
"TVs are getting bigger and bigger, and they are getting more and more beautiful, but the prices are getting cheaper." Consumer Zhang told reporters that 10 years ago, her family bought the first LCD TV, 32 inches cost 1.3 Ten thousand yuan, after a five-year exchange of a 47-inch, spent 10,000 yuan, but today's market, 55-inch large color TV is even less than 5,000 yuan.
Statistics released by Ove Cloud.com show that in the third quarter of 2015, one of the characteristics of the color TV market was the acceleration of product structure upgrades. The high-end performance of the market is primarily the large-scale color TV. In the third quarter of 2015, the average size of the color TV market rose to 44.7 inches, an increase of 2.5 inches year-on-year. The market for TVs with 55 inches or more accounted for 22%, an increase of 9 percentage points over the same period last year.
HD is another feature of the market. With the ultra-high-definition television prices more close to the people, consumers continue to increase the acceptance of ultra-high-definition television, two factors to promote the penetration of full-HD TV in the large-scale penetration. In the third quarter of 2015, the market share of Ultra HDTV was 34%, an increase of 19% from the same period last year.
In addition, under the vigorous promotion of enterprises, new technology products such as OLEDs, curved surfaces, and ultra-thin and light-weight products are gradually being sought after by consumers who pursue new differences, and the market penetration rate has gradually increased. Ovid cloud network forecast data show that in 2015 curved TV sales will reach 1.5 million units, penetration rate of 3%; OLED TV sales will reach 100,000 units, penetration rate of 0.2%; wide-gamut TV sales will reach 3.2 million units The penetration rate is 7%; sales of ultra-thin TVs will reach 1 million units, with a penetration rate of 2%.
In spite of this, the price of color TV market is gradually decreasing. According to the monitoring data of the Ovid Cloud Network line, the prices of key dimensions in the third quarter of 2015 all declined to varying degrees. The average price of the 55-inch average price of hot sales fell the most, at 12%, and the lowest price of the market reached 3122 yuan; followed by the average price of 49 inches. The rate of decline was 6%, and the lowest market price was 2,038 yuan. More than 60-inch products also show their own price "lower limit", the price decline has become an important support point for large-scale television outbreaks.
However, Dong Min, general manager of Aowei Cloud Network Black Power Research Center, believes that with the popularity of consumer behavior optimization, prices are no longer an obstacle for consumers to update and purchase color TV products. Finding an ideal product is the key.
industry
Hardware vendors seek profits from content and services
With the introduction of Storm's first TV, the number of Internet TV brands that have reached the market this year has reached seven. Since September 2013, LeTV has had as many as 13 TV brands on the Internet. The price war storm caused by Internet TV manufacturers has brought the entire color TV industry into the "winter", and hardware prices continue to bottom.
Traditional color TV manufacturing companies are making it harder and harder to make profits on hardware, so they have tried to embark on the road to profit for content and services. “Our products need to become smart multimedia terminals, and can open up many new applications; the other is product + service.†TDL Group Chairman Li Dongsheng said that TCL began a “double +†transformation last year, adding intelligent product manufacturing to the company’s positioning. And internet application service; Skyworth is also exploring the profit model of background content. According to Yang Dongwen, president of Skyworth Group, Skyworth’s cool open operating platform has completed a contract amount of HK$50 million this year, completing annual goals for content and service operations in advance. It is mainly composed of three parts: advertising revenue, video revenue sharing, and game revenue. It is expected that operating revenue will continue to increase in the future; Changhong is also optimistic about video games. In the Geek 2 smart TV, a chip is added to the video game. Yang Dan, head of research and development at Changhong, said that this can improve the user experience and can get big data on user behavior.
As a result of corporate changes, today's TV sets are becoming more and more intelligent. Ovid Cloud expects the number of smart TVs to reach 100 million units in 2015. Enterprises have begun to use cloud computing and big data to accurately analyze user behaviors, including Automatic search, interaction, etc. will be widely used; use more streamlined menus, remote controls, and begin to use, including voice recognition, touch control, UI interface is also more simple; games, education will become another TV after last year's video The main application. The application of the scene, for example, video shopping will develop, and more companies will begin to consider television as the home control center. Applications based on family members will also appear, for example, TV can detect the power consumption of household appliances.
Based on this, the application of smart TVs is becoming more and more common. The statistical data of Aowei Cloud Network shows that in 2015, the activation rate of smart TV was 74%, and the cumulative smart TV activation rate was 83%.
View
Corporate profits must be explored
Whether relying on hardware to make money or rely on software to make profits, there is also disagreement among the various opinions.
Gao Sumei, deputy director of the Ministry of Industry and Information Technology's Operational Monitoring and Coordination Bureau, said that Internet companies have entered the field of smart TV manufacturing, and they have subverted the original price system by supplementing the low-cost model of content gains, significantly reducing the company's profits and bringing about consumer profits. More affordable. In the TV industry, traditional single hardware profit models are faced with multiple challenges, such as smaller profit margins, slower market growth, and increasingly uncertain business prospects.
Dong Min, general manager of Owen Cloud Network Black Power Research Center, pointed out: "The LeTV model brings inspiration to the Internet and content manufacturing companies. Through TV hardware, we will rapidly increase revenue, increase valuation, cash out or back-feed. It is also the intention of some Internet companies.†However, LeTV’s revenue figures show that with an operating income of 4.107 billion yuan, there was an operating loss of 503 million yuan. LeTV explained that it is close to the cost, The sale of super TV in a low-margin manner has led to the emergence of this situation.
In this regard, Liu Buchen, a senior expert in the home appliance industry, believes that the “content charging†model represents a development direction in the long run, but in the next three years, corporate earnings will still be dominated by hardware earnings. Even powerful Internet companies such as Apple generate more than 95% of their profits from hardware rather than content. Dong Min also stated that the current video content is still in a period of strict supervision, and it is difficult to achieve personalization and differentiation. At the same time, applications in various fields are not yet mature. Therefore, companies must explore backward service charges, and they must also insist on hardware profit to maintain profits.
prompt
On-demand purchase can not be greedy
Color TV has now become the fastest-changing category of home appliances. Not only is the hardware configuration constantly upgraded, its intelligent features are also changing. This has caused many consumers to take a hard look. In this regard, industry experts have warned consumers not to be misled by the promoter's flicker. They should purchase color TVs according to their own needs and should not seek to greed for food.
For example, if the smart function of a color TV is to purchase color TVs for the elderly, then whether or not the intelligent function is useful requires careful consideration. For example, some promoters will seriously recommend color TV health management systems. In fact, these so-called health management systems can only measure routine data such as blood pressure, heart rate, and weight. Moreover, to measure these data, it is necessary not only to connect televisions to the Internet, but also to To purchase independent test components separately, are older people interested in dealing with these problems?
Therefore, experts recommend that consumers should understand ahead of time when they buy smart TVs. If the requirements for televisions are to watch variety shows, watch movies, or watch online videos, buy an Internet TV, or buy an ordinary flat-screen TV directly. With a few hundred dollars worth of TV boxes to meet the demand; if you really want to try some fresh features, and more abundant pockets of money, then you may wish to choose some big brand smart TV, really "play" TV. However, consumers should also understand that although smart TVs can access the Internet, they cannot be operated as easily as computers. Playing games will not be as fun as a computer or a professional game console.
For the hardware requirements of products, some consumers blindly pursue large sizes, or do not buy in full HD. Experts believe that this is also a consumer misunderstanding. TVs of different sizes all have suitable viewing distances, too far or too close will have a bad influence. For example, if the viewing distance is too close, it may easily cause the user's visual fatigue, and the screen will produce a slight graininess and become less realistic. For 4K TV, the problem of insufficient film sources cannot be solved in a short time. Some brands The 4K TV has added 4K channels and 4K zones to allow users to watch online 4K programs. But if users only watch some 1080P Full HD movies at ordinary times, then there is no need to choose 4K TVs at all.
market
The price is getting cheaper
"TVs are getting bigger and bigger, and they are getting more and more beautiful, but the prices are getting cheaper." Consumer Zhang told reporters that 10 years ago, her family bought the first LCD TV, 32 inches cost 1.3 Ten thousand yuan, after a five-year exchange of a 47-inch, spent 10,000 yuan, but today's market, 55-inch large color TV is even less than 5,000 yuan.
Statistics released by Ove Cloud.com show that in the third quarter of 2015, one of the characteristics of the color TV market was the acceleration of product structure upgrades. The high-end performance of the market is primarily the large-scale color TV. In the third quarter of 2015, the average size of the color TV market rose to 44.7 inches, an increase of 2.5 inches year-on-year. The market for TVs with 55 inches or more accounted for 22%, an increase of 9 percentage points over the same period last year.
HD is another feature of the market. With the ultra-high-definition television prices more close to the people, consumers continue to increase the acceptance of ultra-high-definition television, two factors to promote the penetration of full-HD TV in the large-scale penetration. In the third quarter of 2015, the market share of Ultra HDTV was 34%, an increase of 19% from the same period last year.
In addition, under the vigorous promotion of enterprises, new technology products such as OLEDs, curved surfaces, and ultra-thin and light-weight products are gradually being sought after by consumers who pursue new differences, and the market penetration rate has gradually increased. Ovid cloud network forecast data show that in 2015 curved TV sales will reach 1.5 million units, penetration rate of 3%; OLED TV sales will reach 100,000 units, penetration rate of 0.2%; wide-gamut TV sales will reach 3.2 million units The penetration rate is 7%; sales of ultra-thin TVs will reach 1 million units, with a penetration rate of 2%.
In spite of this, the price of color TV market is gradually decreasing. According to the monitoring data of the Ovid Cloud Network line, the prices of key dimensions in the third quarter of 2015 all declined to varying degrees. The average price of the 55-inch average price of hot sales fell the most, at 12%, and the lowest price of the market reached 3122 yuan; followed by the average price of 49 inches. The rate of decline was 6%, and the lowest market price was 2,038 yuan. More than 60-inch products also show their own price "lower limit", the price decline has become an important support point for large-scale television outbreaks.
However, Dong Min, general manager of Aowei Cloud Network Black Power Research Center, believes that with the popularity of consumer behavior optimization, prices are no longer an obstacle for consumers to update and purchase color TV products. Finding an ideal product is the key.
industry
Hardware vendors seek profits from content and services
With the introduction of Storm's first TV, the number of Internet TV brands that have reached the market this year has reached seven. Since September 2013, LeTV has had as many as 13 TV brands on the Internet. The price war storm caused by Internet TV manufacturers has brought the entire color TV industry into the "winter", and hardware prices continue to bottom.
Traditional color TV manufacturing companies are making it harder and harder to make profits on hardware, so they have tried to embark on the road to profit for content and services. “Our products need to become smart multimedia terminals, and can open up many new applications; the other is product + service.†TDL Group Chairman Li Dongsheng said that TCL began a “double +†transformation last year, adding intelligent product manufacturing to the company’s positioning. And internet application service; Skyworth is also exploring the profit model of background content. According to Yang Dongwen, president of Skyworth Group, Skyworth’s cool open operating platform has completed a contract amount of HK$50 million this year, completing annual goals for content and service operations in advance. It is mainly composed of three parts: advertising revenue, video revenue sharing, and game revenue. It is expected that operating revenue will continue to increase in the future; Changhong is also optimistic about video games. In the Geek 2 smart TV, a chip is added to the video game. Yang Dan, head of research and development at Changhong, said that this can improve the user experience and can get big data on user behavior.
As a result of corporate changes, today's TV sets are becoming more and more intelligent. Ovid Cloud expects the number of smart TVs to reach 100 million units in 2015. Enterprises have begun to use cloud computing and big data to accurately analyze user behaviors, including Automatic search, interaction, etc. will be widely used; use more streamlined menus, remote controls, and begin to use, including voice recognition, touch control, UI interface is also more simple; games, education will become another TV after last year's video The main application. The application of the scene, for example, video shopping will develop, and more companies will begin to consider television as the home control center. Applications based on family members will also appear, for example, TV can detect the power consumption of household appliances.
Based on this, the application of smart TVs is becoming more and more common. The statistical data of Aowei Cloud Network shows that in 2015, the activation rate of smart TV was 74%, and the cumulative smart TV activation rate was 83%.
View
Corporate profits must be explored
Whether relying on hardware to make money or rely on software to make profits, there is also disagreement among the various opinions.
Gao Sumei, deputy director of the Ministry of Industry and Information Technology's Operational Monitoring and Coordination Bureau, said that Internet companies have entered the field of smart TV manufacturing, and they have subverted the original price system by supplementing the low-cost model of content gains, significantly reducing the company's profits and bringing about consumer profits. More affordable. In the TV industry, traditional single hardware profit models are faced with multiple challenges, such as smaller profit margins, slower market growth, and increasingly uncertain business prospects.
Dong Min, general manager of Owen Cloud Network Black Power Research Center, pointed out: "The LeTV model brings inspiration to the Internet and content manufacturing companies. Through TV hardware, we will rapidly increase revenue, increase valuation, cash out or back-feed. It is also the intention of some Internet companies.†However, LeTV’s revenue figures show that with an operating income of 4.107 billion yuan, there was an operating loss of 503 million yuan. LeTV explained that it is close to the cost, The sale of super TV in a low-margin manner has led to the emergence of this situation.
In this regard, Liu Buchen, a senior expert in the home appliance industry, believes that the “content charging†model represents a development direction in the long run, but in the next three years, corporate earnings will still be dominated by hardware earnings. Even powerful Internet companies such as Apple generate more than 95% of their profits from hardware rather than content. Dong Min also stated that the current video content is still in a period of strict supervision, and it is difficult to achieve personalization and differentiation. At the same time, applications in various fields are not yet mature. Therefore, companies must explore backward service charges, and they must also insist on hardware profit to maintain profits.
prompt
On-demand purchase can not be greedy
Color TV has now become the fastest-changing category of home appliances. Not only is the hardware configuration constantly upgraded, its intelligent features are also changing. This has caused many consumers to take a hard look. In this regard, industry experts have warned consumers not to be misled by the promoter's flicker. They should purchase color TVs according to their own needs and should not seek to greed for food.
For example, if the smart function of a color TV is to purchase color TVs for the elderly, then whether or not the intelligent function is useful requires careful consideration. For example, some promoters will seriously recommend color TV health management systems. In fact, these so-called health management systems can only measure routine data such as blood pressure, heart rate, and weight. Moreover, to measure these data, it is necessary not only to connect televisions to the Internet, but also to To purchase independent test components separately, are older people interested in dealing with these problems?
Therefore, experts recommend that consumers should understand ahead of time when they buy smart TVs. If the requirements for televisions are to watch variety shows, watch movies, or watch online videos, buy an Internet TV, or buy an ordinary flat-screen TV directly. With a few hundred dollars worth of TV boxes to meet the demand; if you really want to try some fresh features, and more abundant pockets of money, then you may wish to choose some big brand smart TV, really "play" TV. However, consumers should also understand that although smart TVs can access the Internet, they cannot be operated as easily as computers. Playing games will not be as fun as a computer or a professional game console.
For the hardware requirements of products, some consumers blindly pursue large sizes, or do not buy in full HD. Experts believe that this is also a consumer misunderstanding. TVs of different sizes all have suitable viewing distances, too far or too close will have a bad influence. For example, if the viewing distance is too close, it may easily cause the user's visual fatigue, and the screen will produce a slight graininess and become less realistic. For 4K TV, the problem of insufficient film sources cannot be solved in a short time. Some brands The 4K TV has added 4K channels and 4K zones to allow users to watch online 4K programs. But if users only watch some 1080P Full HD movies at ordinary times, then there is no need to choose 4K TVs at all.
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