Mango TV is doing television. Yes, that is the mango TV with Hunan Satellite TV's exclusive resources. On the afternoon of February 22nd, Mango TV united with Skyworth Group and Gome Electrical Appliances Co., Ltd. and released seven models of “Love Mango†brand Internet TV products in the “Green Mang†and “Star Mang†series. Among them, "Xingmang" is facing high-end users, and "Greenmang" is positioning the younger generation. Love mango is full of confidence. Behind it is Hunan Broadcasting and Television, which has a formal license for Internet TV, and has policy protection. And sit on the exclusive IP resource on the Mango TV platform. Not only that, but also access to Gome channels and capital support, Gome even for the love of mango does not mind working with his old rival Suning. Executives of Mango TV, Skyworth and Gome have high expectations for this report, and even clearly stated their sales targets, reaching 1 million units a year, achieving 10 million units in three years, and becoming the first camp of Internet TV. . Mr. Liu Wei, CEO of Love Mango TV, who has been in the television industry for 30 years, is very confident and even privately indicated to Ding Cheng that he can double. In Ding Cheng’s opinion, the quality of Skyworth plus the country’s channels for the United States will make it possible to achieve this goal in three years. Guo Jun, senior vice president of Gome Electrical Appliance Co., Ltd., is also quite optimistic. He expects TV sales in the Chinese market to maintain a growth rate of 5% in 2017, especially in the area of ​​Internet TV, and the growth rate will be much higher than that of traditional TV. Love mango content, channels have a great advantage, compared to other manufacturers, love mango more than 15% advantage, so have the ability to beat the price 15% lower than others. The author is not optimistic about Mango TV entering Internet TV. 1. From the perspective of the upstream channels, the prices of raw materials for TV panels have generally risen, the production costs are high, and the advantages of Internet TV prices are no longer present. Since the end of last year, TV raw material prices have continued to rise. Taking the 42-inch opening panel as an example, the unit price reached 150 USD in December last year, an increase of 3 - 4% from the previous month. Major TV companies have started to raise prices, and LeTV, Xiaomi and other Internet TVs are no exception. Millet TV has only raised its price three times in 2017. In the most recent price increase, Xiaomi TV's 3s60-inch and 65-inch theater versions rose by 300 yuan and 700 yuan respectively. Judging from the latest panel price announced by IHS, the prices of 49-inch and 55-inch 4K ultra-high-definition panels are still rising. Internet TV with low prices as a competitive means no longer has a clear price advantage. Love Mango choose to enter the Internet TV at this time, the timing is not very good. 2. From the perspective of similar competing products, the overall situation of internet TVs based on music, millet, etc. has been determined. The outlet has passed, and latecomers are hard to come by. Following Lenovo, Letv and Xiaomi, Internet TV emerged in 2015. A large number of Internet companies such as Barley, Watch, Storm, PPTV, Popularity, and Micro-whale all launched their own brands of Internet TV. Operator TV, video website TV, license plate TV, they all enter the TV field with their advantages, and after a year or two of baptism in the market, there is very little left. According to Liu Ran, senior product director of home media of Juli Media, the television industry is an industry with heavy capital and heavy assets. Internet TV brands have financial risks. Now PPTV is backed by Suning, and micro-whales are backed by Ali. If there is no large company-supported enterprise, The risk is relatively large and several of them have already died in 2016. The reshuffle of Internet TV will soon begin, and the big picture has been basically established. It is not easy for love mango without internet operation experience to stand on the Internet TV. 3. From the perspective of industry trends, the television industry is shifting to high-end and loves Mango lacks strong technology. In recent years, with the improvement of the people’s living standards, the requirements for TV size, picture quality, quality, and appearance have become higher and higher, and the high-end trend of the TV industry has become irreversible. Love mango as an Internet company, lack of TV production R & D technology, mainly rely on OEM manufacturing, voice power is not strong. Although its "Stardom" series is positioned high-end, from the "true 4K LCD panel" and "with QUHD quantum dot display technology, color gamut up to 110%" and other words, the product does not have much highlights. And love mango as a Quantum TV, but has joined the firm's Skyworth OLED camp, some intriguing. 4. From the target users, Mango TV fans are mainly young people, and there is a sense of inferiority between products and fans. Holding the "Happiness Base Camp", "Every Day", "I am a singer" and other trump programs, they also made a lot of mango sets for hit TV dramas. The fans they attracted were young people after 90's and 00's, and they were young. The generation of "Green Mang" appears to have captured this group of users. However, young people now use television platforms such as computers and mobile phones to watch television programs. There are very few people watching TV, not to mention how many of them are willing to buy love-mango TV for an exclusive resource. While positioning the high-end "Stardom", high-end people do not see, young fans can not afford. Perhaps only a few wealthy enthusiast fans will be willing to pay this amount. 5. From the perspective of their own development, the rise of other TV stations, together with a variety of online self-made dramas, made the Mango TV situation worse than before. Although the national network rating of Hunan Taitai ranked first in 2016, Hunan Satellite TV's variety shows were not among the top five in the 2016 variety list, and the ace show “Happy Camp†was only ranked ninth. With the ever-increasing competition in the satellite TV, the voice of Hunan Satellite TV is insurmountable and sings badly everywhere. With the help of the unique resources of the Hunan Satellite TV, which is a time-honored one, it is still unknown how far the love of mango can go. Actually, Liu Wei also saw that the current smart TV is already in the Red Sea, but he said that he is ready to do his best. "This is a bloody Red Sea. The so-called bloody blood is what you want to see. No bleeding is possible, but it must be controlled and tolerated." I hope the author has more concerns. 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.
