Except that the entire traditional color TV market was involved in the “cold air†mainstream of the industry, the hot stream brought by the Internet boom seems to have brought back hopes for the color TV market that has fallen into danger.
The country's economic growth slowed down, the industry as a whole weakened, and users’ willingness to buy fell. The backdrop of the era drove the traditional color TV market to begin its downward trend in 2014.
Recently, Ovid Cloud released the 2014 China Color TV Market Annual Report. The report shows that in 2014, China's color TV retail volume was 44.61 million units, a year-on-year decrease of 6.6%, and the year-on-year decline was 9 months; retail sales were 146.2 billion yuan, a year-on-year decrease of 14.5%.
Except that the entire traditional color TV market was involved in the “cold air†mainstream of the industry, the hot stream brought by the Internet boom seems to have brought back hopes for the color TV market that has fallen into danger.
Ovid data shows that the retail volume of the online market in the color TV industry in 2014 was 7.87 million units, accounting for 18% of the overall market, an increase of 79% year-on-year; at the same time, the market share of Internet brands increased from 0.14% in the past to 6%. Market share dropped to 94%.
Internet brand "rising"
Before 2014, the statistics report on the color TV industry has always been centered around five traditional TV manufacturers: Hisense, Skyworth, TCL, Konka, and Changhong. It can be said that these TV manufacturers are the entire presentation of the entire traditional TV market.
However, after the rise of internet companies represented by music, millet, etc. in the past two years, these Internet companies have been extremely optimistic about the home appliance market and have made the traditional TV industry start to become less “traditionalâ€. Gradually follow the trend of the Internet age.
In the industry data report released recently by CITIC Securities, as of the end of 2014, China’s seven major TV manufacturers (Hisense, Skyworth, TCL, Konka, Changhong, LeTV, and Xiaomi) have created a total of 31.1 million smart TV sales. . Among them, LeTV and Xiaomi have secured the important position of Internet companies in the home appliance market with annual sales of 1.5 million units and 300,000 units respectively.
In particular, LeTV, which switched from content services to smart TV hardware production, completed the goal of selling 1.5 million units of Super TV in 2014 in one month in advance. With the annual sales target of 4 million units set by Super TV in 2015, LeTV will become the sixth-largest color TV giant in China.
With the entry of Internet companies such as LeTV and Xiaomi, the new profit model of the “soft-hard†Internet era will also bring the price of the entire color TV market to the low end. Ovid data shows that TV products under 3,000 yuan are popular and their market share continues to increase. By the end of 2014, they had occupied 60% of the market share.
At the same time, smart TV products targeted by Internet companies have become mainstream in the color TV industry. In 2014, the penetration rate of smart TVs has reached 58%, an increase of 14 percentage points.
Can traditional tradition "fight" over time?
There is no doubt that the tide of the Internet era has been deeply rooted in the revolutionary baptism of the traditional color TV industry. Ovid predicts that in 2015, the retail volume of the color TV industry will be 44.1 million units, down 1.1% year-on-year, while retail sales will be 137.1 billion yuan, down 6.2% year-on-year.
At the same time, in 2015 China's total online color TV retail market will exceed 10 million units for the first time, reaching 10.2 million units, accounting for 23% of the overall market. The proportion of mobile TV payment in the mobile terminal will also increase from 19% in 2014 to 40% in 2015.
When smart TV products under Internet companies enter the market, brand-new concept color TV products also bring new online sales models to the color TV industry. Taking music as an example, a single online sales channel saved Super TV all the expenses involved in the sales of offline physical stores, and enabled it to truly realize the so-called “double performance, half price†product promise.
While the winter season of the color TV industry has come to an end, traditional TV manufacturers have also begun to embrace the Internet thinking, placing all their hopes for corporate development on the Internet transformation.
In this regard, Skyworth President Yang Dongwen said, “The most important inspiration for Internet companies to bring in is the business model, which enables traditional color TV companies to further recognize the value behind this screen of color TV.â€
The reflection of Li Dongsheng, chairman of TCL Group, is: “The biggest problem with traditional color TV companies is that they have no users. After the TV is sold out, consumers are disconnected.â€
On the other hand, Internet television products represented by music are based on the music ecology of “platform + content + terminal + applicationâ€. Through the “hardware + content†dual service model, the user experience is the basic starting point for product development and service provision. Through the combination of software and hardware to cultivate user stickiness, it has achieved the sustainable development of products and enterprises.
In the forecast and observation of the TV industry market in 2015, the optimism and recognition of the rural market just confirms the forward-looking nature of the LePar Super Partner Program announced in August last year. By circumventing the era of traditional home appliance marketing in which advertisements are used for money and stores, the arrival of the internet era of thinking may help the color TV industry to overcome the challenges of winter.
The country's economic growth slowed down, the industry as a whole weakened, and users’ willingness to buy fell. The backdrop of the era drove the traditional color TV market to begin its downward trend in 2014.
Recently, Ovid Cloud released the 2014 China Color TV Market Annual Report. The report shows that in 2014, China's color TV retail volume was 44.61 million units, a year-on-year decrease of 6.6%, and the year-on-year decline was 9 months; retail sales were 146.2 billion yuan, a year-on-year decrease of 14.5%.
Except that the entire traditional color TV market was involved in the “cold air†mainstream of the industry, the hot stream brought by the Internet boom seems to have brought back hopes for the color TV market that has fallen into danger.
Ovid data shows that the retail volume of the online market in the color TV industry in 2014 was 7.87 million units, accounting for 18% of the overall market, an increase of 79% year-on-year; at the same time, the market share of Internet brands increased from 0.14% in the past to 6%. Market share dropped to 94%.
Internet brand "rising"
Before 2014, the statistics report on the color TV industry has always been centered around five traditional TV manufacturers: Hisense, Skyworth, TCL, Konka, and Changhong. It can be said that these TV manufacturers are the entire presentation of the entire traditional TV market.
However, after the rise of internet companies represented by music, millet, etc. in the past two years, these Internet companies have been extremely optimistic about the home appliance market and have made the traditional TV industry start to become less “traditionalâ€. Gradually follow the trend of the Internet age.
In the industry data report released recently by CITIC Securities, as of the end of 2014, China’s seven major TV manufacturers (Hisense, Skyworth, TCL, Konka, Changhong, LeTV, and Xiaomi) have created a total of 31.1 million smart TV sales. . Among them, LeTV and Xiaomi have secured the important position of Internet companies in the home appliance market with annual sales of 1.5 million units and 300,000 units respectively.
In particular, LeTV, which switched from content services to smart TV hardware production, completed the goal of selling 1.5 million units of Super TV in 2014 in one month in advance. With the annual sales target of 4 million units set by Super TV in 2015, LeTV will become the sixth-largest color TV giant in China.
With the entry of Internet companies such as LeTV and Xiaomi, the new profit model of the “soft-hard†Internet era will also bring the price of the entire color TV market to the low end. Ovid data shows that TV products under 3,000 yuan are popular and their market share continues to increase. By the end of 2014, they had occupied 60% of the market share.
At the same time, smart TV products targeted by Internet companies have become mainstream in the color TV industry. In 2014, the penetration rate of smart TVs has reached 58%, an increase of 14 percentage points.
Can traditional tradition "fight" over time?
There is no doubt that the tide of the Internet era has been deeply rooted in the revolutionary baptism of the traditional color TV industry. Ovid predicts that in 2015, the retail volume of the color TV industry will be 44.1 million units, down 1.1% year-on-year, while retail sales will be 137.1 billion yuan, down 6.2% year-on-year.
At the same time, in 2015 China's total online color TV retail market will exceed 10 million units for the first time, reaching 10.2 million units, accounting for 23% of the overall market. The proportion of mobile TV payment in the mobile terminal will also increase from 19% in 2014 to 40% in 2015.
When smart TV products under Internet companies enter the market, brand-new concept color TV products also bring new online sales models to the color TV industry. Taking music as an example, a single online sales channel saved Super TV all the expenses involved in the sales of offline physical stores, and enabled it to truly realize the so-called “double performance, half price†product promise.
While the winter season of the color TV industry has come to an end, traditional TV manufacturers have also begun to embrace the Internet thinking, placing all their hopes for corporate development on the Internet transformation.
In this regard, Skyworth President Yang Dongwen said, “The most important inspiration for Internet companies to bring in is the business model, which enables traditional color TV companies to further recognize the value behind this screen of color TV.â€
The reflection of Li Dongsheng, chairman of TCL Group, is: “The biggest problem with traditional color TV companies is that they have no users. After the TV is sold out, consumers are disconnected.â€
On the other hand, Internet television products represented by music are based on the music ecology of “platform + content + terminal + applicationâ€. Through the “hardware + content†dual service model, the user experience is the basic starting point for product development and service provision. Through the combination of software and hardware to cultivate user stickiness, it has achieved the sustainable development of products and enterprises.
In the forecast and observation of the TV industry market in 2015, the optimism and recognition of the rural market just confirms the forward-looking nature of the LePar Super Partner Program announced in August last year. By circumventing the era of traditional home appliance marketing in which advertisements are used for money and stores, the arrival of the internet era of thinking may help the color TV industry to overcome the challenges of winter.