Traditional TV is still the mainstream of color TV industry conference
On January 20th, it was known as a trend indicator in the color TV industry. The Ministry of Industry and Information Technology Supervision and Coordination Department and the Electronic Information Department of the Ministry of Industry and Information Technology jointly directed the "China Electronic Information Industry in 2014" jointly sponsored by the China Electronics Video Industry Association and a consulting company. The Economic Operations and Color TV Industry Research Conference was held in Beijing. According to industry sources, this conference is the most authoritative annual meeting of the color TV industry, and the published data and reports are very professional, and the awards presented also represent the industry's highest recognition.
From the list of participants, TCL, Hisense, Samsung, Skyworth, Konka, Haier and other traditional industry chain predators, and there is no Internet player like music, Xiaomi. The winners of the “Innovative Productsâ€, “Innovative Technology†and “Innovative Design†awards are still dominated by traditional TV manufacturers, which means that Internet TV has not yet become the mainstream of the industry.
The most notable winner this time is TCL. Its products TV + Quantum TV H9700 and TV + True Color Series H7800 have won the most "2015 Innovative Product" award. One of TCL's core image quality enhancement technologies - True Color Display Technology won the "2015 Innovation Technology" award. Another heavyweight winner was Hisense, who also took two innovation product awards and one innovation technology award respectively. Analysis of award-winning products and technologies is not difficult to find, the industry is now truly recognized as a product that demonstrates breakthroughs in this core TV technology.
Internet TV Thunder Little Rain
The biggest impression Internet TV gives to the outside world is its rich Internet audiovisual content. In addition, it is based on an open operating system and can therefore support rich third-party applications; and it uses the Internet as a means of marketing, sales, and operations. The core advantages of publicity are better user experience, richer content, reduced channel costs, and adoption of a free internet model. It looks like a beautiful story. This model has been proven in the smart phone industry.
However, Internet TV has not been smooth all the way. A policy tightening in 2014 has negatively impacted all aspects of Internet TV; on the other hand, the product attributes of TV and mobile phones are different. As a family consumer product, there is a replacement cycle of about 5 years, and the cost of updating users is too high. Another core reason is that the audiovisual experience of TV itself is more important than the interactive experience. The quantum screen and true color display technologies that TCL is promoting still have a lot of destruction. The live content of the TV is higher than the content of the Internet. Moreover, players such as Xiaomi have not yet completed the layout of the content, so the traditional TV still has advantages.
According to one data, by the end of 2014, China's mainstream TV manufacturers had created a total of 31.1 million smart TV users, and LeTV and Xiaomi users were only 1.5 million and 300,000 respectively, which is still too low compared to traditional predators. not enough. The current total shortage of Internet TV has constrained its rapid development and has a long way to go before it overturns the traditional giants. Besides, the traditional giants will not be overwhelmed. For instance, TV+ Internet TV sales by TCL and iQIYI are related to LeTV. Qi Ping, Skyworth and Alibi have also made remarkable achievements in their Internet TV business. Traditional brands remain the mainstream of televisions.
What is TV competition in 2015? Display is the core battlefield
Looking back on 2014, the TV industry is not going easy. Because the overall economic growth has slowed down, real estate transaction volume has decreased, demand for new homes has been reduced, demand for smart TV boxes has decreased, and China’s color TV market totaled 44.61 million units, down 6.6% year-on-year; sales volume was 146.2 billion yuan, down 14.5% year-on-year. . However, this year's traditional TV manufacturers have also undergone a major transformation. On the one hand, they have embraced e-commerce channels. The online market retails 7.87 million units, a year-on-year increase of 79%, accounting for 18% of the overall market; Doing an internet sub-brand: The story of a smart phone was played in a parallel world, and the market share of internet brands increased to 6%. There are Internet TVs saying that they are cheap, traditional TV companies are cutting prices, and TVs under 3,000 yuan have already accounted for 61% of the market.
Embracing e-commerce, embracing the Internet, and adapting to the Internet price war, traditional TV manufacturers have already completed their turn. In 2015, the TV market will further rely on online channels, and the proportion is expected to account for 23%. At the same time, new rural markets will be discovered, and the market share is expected to account for 50%. This is the channel trend. On the product, there will be a technical war around "display". The color TV industry research conference has released two white papers, a white paper on the development trend of new display technologies for China's color TVs and a white paper on color current trends in 2015, showing that curved, wide color, and ultra-thin markets are broad.
It is not difficult to find that TCLs are investing heavily in display technology to meet the 2015 "show battle." In 2014, TCL released the world's first commercial quantum screen TV, the TCL TV+ H9700. It targets the wide color gamut display. The color gamut coverage rate is as high as 110% NTSC color gamut, and the world's performance is the best in this indicator. In addition to the award for innovative products at this conference, the Gold Medal of Quantum Dot Display Technology was also awarded at IFA 2014 in Germany. At 2015CES, TV+ Quantum TV was officially launched worldwide. Not only is TCL investing heavily in display technology, Hisense is pushing surface TVs, and Skyworth is mimicking the Mac Air betting "ultra-lightweight" Air reality technology. 4K TV is also developing at a high speed. A report from the market research company DisplaySearch shows that in 2014, global 4K TV shipments reached 6.4 million units, and Q3 growth rate exceeded 500%. Obviously, the display is the real battlefield of the TV industry in 2015.
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