Since this year, six companies, including Haier, TCL, Skyworth, and Hisense, have successively launched "Cloud TV." This is another new concept of the home appliance industry following the previous year and last year's Internet TV and 3D TV. Although cloud TV has begun to enter people's horizons, how is the new cloud TV product different from smart TV? What kind of different user experience can cloud TV bring to consumers? "Daily Economic News" through investigation, trying to uncover the true driving force behind the launch of cloud TV.
Cloud TV = Smart TV?
The so-called cloud computing is a computing model based on the Internet and sharing resources through virtualization. Storage and computing resources can be dynamically deployed, dynamically optimized, and dynamically retrieved on demand. It is also the latest trend in the development of information technology following the PC and the Internet.
Cloud computing, seen as the third revolution in information technology, has also entered the field of home appliances. Since mid-August, domestic color TV brands Hisense, Skyworth, TCL, Konka, Changhong have successively launched cloud computing-based "smart TVs," which are collectively known as "cloud TV," and they have started with white goods. Invariably into the "cloud TV" ranks.
Steve Yong, president of the 3D Alliance China Stereoscopic Image Division and general manager of Changhong Multimedia Marketing Co., told the Daily Economic News reporter that “Cloud TV†is not a TV category, but a hype for the packaging of the entire machine manufacturer. At present, there are two kinds of divisions for mainstream televisions: they are divided into 3D TVs and 2D TVs from the display mode, and divided into smart TVs and non-smart TVs from the content presentation. The essence of smart TV: With an open operating system, compatible with self-installed application program, to achieve multi-screen interaction between man-machine. Before the National Day, all listed smart TVs accounted for less than 5% of the total, achieving even less sales.
Liu Bingchen, a commentator on the birthplace of the economy, said that "cloud TV" is just the concept of "cloud" in cloud computing in the IT industry, extending it to the television field. It can be said that cloud TV can only be another expression of smart TV. The market performance of a product ultimately depends on technology and quality, not exaggeration.
The concept of hype pushes up prices
Before and after the National Day, “Daily Economic News†reporter visited the relevant home appliance stores and found that there were very few consumers concerned about “Cloud TVâ€. Currently, in large home appliance stores, Skyworth, Hisense, TCL, and Haier have already sold cloud TVs on the market. Although some brands have already made advertisements for cloud TVs, prototypes have not yet arrived.
From a price point of view, Skyworth and TCL's cloud TVs have raised prices by nearly half the price of ordinary LCD TVs, and Hisense and Haier's cloud TVs have more than halved the price of ordinary LCD TVs. After the launch of the four concepts including Internet TV, 3D TV, smart TV and cloud TV, the price of cloud TV was the highest. When consumers asked about the difference between cloud TV and smart TV, mall shopping guides explained that mainly with Android system, adding a lot of applications, and each brand has its own cloud space, you can enjoy Various resources.
However, there are store-related shopping guides told the "Daily Economic News" reporter, not optimistic about the so-called cloud TV, the current manufacturers are doing the "cloud" concept of speculation, TV is still the most essential is the screen HD texture to bring consumption The enjoyment of a strong visual sense.
Cheng Yong believes that the cloud TV is the name of the low-end model for smart TVs. The ordinary TV industry with Internet access is called "cloud TV." Many brands have changed the former and ordinary Internet TVs." Cloud TV "The consumer sounds confused.
Core innovation and micro innovation?
"In addition to the basic requirements of open-end operating systems and compatible self-installed application programs, high-end smart TVs enable consumers to realize five major interactions through television," said Cheng Yong. The person in charge of the deputy general manager department of Konka Multimedia Marketing Department stated that TV intelligentization will be a trend, televisions will focus on sharing, and “cloud TV†will be able to acquire and share resources.
The relevant person in the research and development department of Hisense Group (microblogging) stated that “cloud TV†is not a brand-new product. The cloud service exists in the background and is invisible to users. It only realizes the TV function and provides rich applications for TV. One way, it can be said that it is the ultimate technology of smart TV. The biggest obstacle to "cloud TV" is how to use cloud technology to provide users with more efficient services. On the one hand, the use of cloud technology can bring users enjoyment that ordinary television can not bring; on the Other hand, what ordinary TV can do, through the cloud technology can do better. Of course, it also involves balancing considerations, which services are placed on the cloud, and which services are placed on the terminal.
If the difference in performance, the person told the "Daily Economic News" reporter, speaking on the terminal, do a lot of television design of the Android system. The Android system itself is designed for mobile Internet devices. If it is used on TV, TV-based operating systems must be considered, including a software store for TVs. The software store is also a basic feature of smart TVs.
However, Liu Bingchen, a commentator on the economy and industry, believes that there is no difference between smart TVs and cloud TVs on the market. The only thing that transplants the content on the Internet to TV is no essential distinction and is completely homogenized. The industry believes that more innovations in cloud TV still remain in the micro-innovation stage, mainly integrating some existing technologies.
Conceptual Frequencies Driven Gross Margins
After reading the annual report for the last three years, the reporter found that the gross profit margins of many household appliance companies are falling. In the fierce market competition, companies do not dare to raise prices at will, and the decline of Maori is reasonable. As far as the household appliances industry is concerned, black appliance companies still have very low gross profit margins compared to white household appliances companies. Under the circumstances of low overall profit margins, black appliance makers have been making efforts to refurbish concepts and tap new markets.
The gross profit of black-goods companies is relatively low, and Hong Shibin, an observer of the production industry, believes there are three reasons. First of all, the core technologies are in the hands of foreign brands, and the television technology is updated too quickly, making it costly. Secondly, even though BOE and TCL now have their own 8.5-generation LCD panels, the upstream raw materials are still in the hands of foreign brands. Part of the profits will still be eaten; Again, black appliance companies are still in the period of melee, still face reshuffle, which is not the same as white household electrical appliances, Gree, Midea and other brands have entered the era of oligarch competition, and the right to speak is firmly in control In the hands of Chinese companies, profits can be controlled.
Hong Shibin said that because the Japanese and South Korean brands have been firmly in control of the power of technological discourse, domestic black-goods companies have only to keep up with the pace, and the refurbishment concept is also very helpless. Domestic enterprises must constantly refurbish the concept and raise the price of products to improve the profits of enterprises without grasping the power of technological discourse. With the cancellation of home appliances to the countryside, and the gradual saturation of consumer groups, etc., they have only to explore new consumer groups through innovative concept products. Competition in the industry is too large. Household appliance companies can only increase the price of the entire product line through the launch of a new product.
View
Quality determines market rather than promotion
From the launch of Internet TV in 2009 to the introduction of 3D TVs in 2010 to the introduction of smart TVs and cloud TVs this year, the TV industry launched four concepts in three years. Liu Buchen believes that on the surface this seems to be a renewal of domestic and even global television technology. In fact, the so-called "cloud TV" is more of a marketing concept and does not have much substantive significance. Where the panel industry does not have the right to speak and the patented technology does not have much competitiveness, China's TV companies are more likely to strive for consumers through conceptual marketing.
Liu Buchen believes that the development of TV in the future must first be based on television technology to upgrade operations, such as from black and white to color TV; from analog TV to digital TV; from ordinary TV to 3D TV, these past developments are the development of TV technology. path. Of course, TV companies need to do hardware instead of content. The content is made by TV application companies and IT internet companies. It does not need to be done by TV manufacturers. The problem now is that TV makers have mistaken their position and believe that not only television but also content should be created, leading to the success of smart TVs and cloud TVs. There is basically no difference between smart TV and cloud TV. It is the migration of content from the Internet to television. It is completely homogeneous. Domestic smart TVs and cloud TVs are one TV (microblogging) video + a low-profile computer, so cloud TV does not represent the future direction of development. What can be learned from this is that in 2009, a large number of Internet TVs were commercially available. Due to uncertainties in policies, disorder in the copyright market, and low network bandwidth, the development of the Internet was turbulent. Foreign brands such as Samsung, LG, and Sony are very aware of China’s policies and are very clear about their position. Their development focuses on 3D TVs and OLED display technology, not chasing concept products.
“Color TV companies frequently replace concept marketing. The first is to increase gross margins. The second is to increase consumers’ attention to them so as to increase sales. The concept actually has two approaches. One is the advancement of technology itself. The new concept is another concept that is not driven by technology itself, but is planned out for marketing purposes.So far, TV companies have little innovation in the so-called cloud technology, and they only use it for transplantation. Enterprises will go into the entire home appliance industry to observe that the domestic industry is the most uncompetitive in the home appliance industry is the color TV industry.The emergence of such a situation and color TV companies are not willing to concentrate on doing technology, product innovation, always want to take shortcuts, manufacturing The concept of stimulating marketing is too impetuous. The market performance of a product ultimately depends on technology and quality, not propaganda, "said Liu Buchen.
Cloud TV = Smart TV?
The so-called cloud computing is a computing model based on the Internet and sharing resources through virtualization. Storage and computing resources can be dynamically deployed, dynamically optimized, and dynamically retrieved on demand. It is also the latest trend in the development of information technology following the PC and the Internet.
Cloud computing, seen as the third revolution in information technology, has also entered the field of home appliances. Since mid-August, domestic color TV brands Hisense, Skyworth, TCL, Konka, Changhong have successively launched cloud computing-based "smart TVs," which are collectively known as "cloud TV," and they have started with white goods. Invariably into the "cloud TV" ranks.
Steve Yong, president of the 3D Alliance China Stereoscopic Image Division and general manager of Changhong Multimedia Marketing Co., told the Daily Economic News reporter that “Cloud TV†is not a TV category, but a hype for the packaging of the entire machine manufacturer. At present, there are two kinds of divisions for mainstream televisions: they are divided into 3D TVs and 2D TVs from the display mode, and divided into smart TVs and non-smart TVs from the content presentation. The essence of smart TV: With an open operating system, compatible with self-installed application program, to achieve multi-screen interaction between man-machine. Before the National Day, all listed smart TVs accounted for less than 5% of the total, achieving even less sales.
Liu Bingchen, a commentator on the birthplace of the economy, said that "cloud TV" is just the concept of "cloud" in cloud computing in the IT industry, extending it to the television field. It can be said that cloud TV can only be another expression of smart TV. The market performance of a product ultimately depends on technology and quality, not exaggeration.
The concept of hype pushes up prices
Before and after the National Day, “Daily Economic News†reporter visited the relevant home appliance stores and found that there were very few consumers concerned about “Cloud TVâ€. Currently, in large home appliance stores, Skyworth, Hisense, TCL, and Haier have already sold cloud TVs on the market. Although some brands have already made advertisements for cloud TVs, prototypes have not yet arrived.
From a price point of view, Skyworth and TCL's cloud TVs have raised prices by nearly half the price of ordinary LCD TVs, and Hisense and Haier's cloud TVs have more than halved the price of ordinary LCD TVs. After the launch of the four concepts including Internet TV, 3D TV, smart TV and cloud TV, the price of cloud TV was the highest. When consumers asked about the difference between cloud TV and smart TV, mall shopping guides explained that mainly with Android system, adding a lot of applications, and each brand has its own cloud space, you can enjoy Various resources.
However, there are store-related shopping guides told the "Daily Economic News" reporter, not optimistic about the so-called cloud TV, the current manufacturers are doing the "cloud" concept of speculation, TV is still the most essential is the screen HD texture to bring consumption The enjoyment of a strong visual sense.
Cheng Yong believes that the cloud TV is the name of the low-end model for smart TVs. The ordinary TV industry with Internet access is called "cloud TV." Many brands have changed the former and ordinary Internet TVs." Cloud TV "The consumer sounds confused.
Core innovation and micro innovation?
"In addition to the basic requirements of open-end operating systems and compatible self-installed application programs, high-end smart TVs enable consumers to realize five major interactions through television," said Cheng Yong. The person in charge of the deputy general manager department of Konka Multimedia Marketing Department stated that TV intelligentization will be a trend, televisions will focus on sharing, and “cloud TV†will be able to acquire and share resources.
The relevant person in the research and development department of Hisense Group (microblogging) stated that “cloud TV†is not a brand-new product. The cloud service exists in the background and is invisible to users. It only realizes the TV function and provides rich applications for TV. One way, it can be said that it is the ultimate technology of smart TV. The biggest obstacle to "cloud TV" is how to use cloud technology to provide users with more efficient services. On the one hand, the use of cloud technology can bring users enjoyment that ordinary television can not bring; on the Other hand, what ordinary TV can do, through the cloud technology can do better. Of course, it also involves balancing considerations, which services are placed on the cloud, and which services are placed on the terminal.
If the difference in performance, the person told the "Daily Economic News" reporter, speaking on the terminal, do a lot of television design of the Android system. The Android system itself is designed for mobile Internet devices. If it is used on TV, TV-based operating systems must be considered, including a software store for TVs. The software store is also a basic feature of smart TVs.
However, Liu Bingchen, a commentator on the economy and industry, believes that there is no difference between smart TVs and cloud TVs on the market. The only thing that transplants the content on the Internet to TV is no essential distinction and is completely homogenized. The industry believes that more innovations in cloud TV still remain in the micro-innovation stage, mainly integrating some existing technologies.
Conceptual Frequencies Driven Gross Margins
After reading the annual report for the last three years, the reporter found that the gross profit margins of many household appliance companies are falling. In the fierce market competition, companies do not dare to raise prices at will, and the decline of Maori is reasonable. As far as the household appliances industry is concerned, black appliance companies still have very low gross profit margins compared to white household appliances companies. Under the circumstances of low overall profit margins, black appliance makers have been making efforts to refurbish concepts and tap new markets.
The gross profit of black-goods companies is relatively low, and Hong Shibin, an observer of the production industry, believes there are three reasons. First of all, the core technologies are in the hands of foreign brands, and the television technology is updated too quickly, making it costly. Secondly, even though BOE and TCL now have their own 8.5-generation LCD panels, the upstream raw materials are still in the hands of foreign brands. Part of the profits will still be eaten; Again, black appliance companies are still in the period of melee, still face reshuffle, which is not the same as white household electrical appliances, Gree, Midea and other brands have entered the era of oligarch competition, and the right to speak is firmly in control In the hands of Chinese companies, profits can be controlled.
Hong Shibin said that because the Japanese and South Korean brands have been firmly in control of the power of technological discourse, domestic black-goods companies have only to keep up with the pace, and the refurbishment concept is also very helpless. Domestic enterprises must constantly refurbish the concept and raise the price of products to improve the profits of enterprises without grasping the power of technological discourse. With the cancellation of home appliances to the countryside, and the gradual saturation of consumer groups, etc., they have only to explore new consumer groups through innovative concept products. Competition in the industry is too large. Household appliance companies can only increase the price of the entire product line through the launch of a new product.
View
Quality determines market rather than promotion
From the launch of Internet TV in 2009 to the introduction of 3D TVs in 2010 to the introduction of smart TVs and cloud TVs this year, the TV industry launched four concepts in three years. Liu Buchen believes that on the surface this seems to be a renewal of domestic and even global television technology. In fact, the so-called "cloud TV" is more of a marketing concept and does not have much substantive significance. Where the panel industry does not have the right to speak and the patented technology does not have much competitiveness, China's TV companies are more likely to strive for consumers through conceptual marketing.
Liu Buchen believes that the development of TV in the future must first be based on television technology to upgrade operations, such as from black and white to color TV; from analog TV to digital TV; from ordinary TV to 3D TV, these past developments are the development of TV technology. path. Of course, TV companies need to do hardware instead of content. The content is made by TV application companies and IT internet companies. It does not need to be done by TV manufacturers. The problem now is that TV makers have mistaken their position and believe that not only television but also content should be created, leading to the success of smart TVs and cloud TVs. There is basically no difference between smart TV and cloud TV. It is the migration of content from the Internet to television. It is completely homogeneous. Domestic smart TVs and cloud TVs are one TV (microblogging) video + a low-profile computer, so cloud TV does not represent the future direction of development. What can be learned from this is that in 2009, a large number of Internet TVs were commercially available. Due to uncertainties in policies, disorder in the copyright market, and low network bandwidth, the development of the Internet was turbulent. Foreign brands such as Samsung, LG, and Sony are very aware of China’s policies and are very clear about their position. Their development focuses on 3D TVs and OLED display technology, not chasing concept products.
“Color TV companies frequently replace concept marketing. The first is to increase gross margins. The second is to increase consumers’ attention to them so as to increase sales. The concept actually has two approaches. One is the advancement of technology itself. The new concept is another concept that is not driven by technology itself, but is planned out for marketing purposes.So far, TV companies have little innovation in the so-called cloud technology, and they only use it for transplantation. Enterprises will go into the entire home appliance industry to observe that the domestic industry is the most uncompetitive in the home appliance industry is the color TV industry.The emergence of such a situation and color TV companies are not willing to concentrate on doing technology, product innovation, always want to take shortcuts, manufacturing The concept of stimulating marketing is too impetuous. The market performance of a product ultimately depends on technology and quality, not propaganda, "said Liu Buchen.
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