Rejuvenation of the hottest traditional color TV e

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The revitalization of traditional color TV enterprises needs both hard and soft work

at this stage, traditional color TV enterprises should develop both content services and hardware technology, and make common progress, so as to occupy the leading position in the consumer market. According to the data in the 2015 China flat panel TV consumption and 2016 consumption trend forecast report released by the consumer electronics Survey Office of the China electronics chamber of Commerce, in 2015, China's flat panel TV sales increased slightly, reaching 44million units. It is expected that the domestic consumption demand for color TV sets will not increase significantly in 2016. It can be seen that under the background of sluggish consumption in the past two years, the flat-panel TV market has also begun to cool down continuously, and the color TV market has begun to enter a depressed state. In addition, the entry of Internet TV brands has not only snatched the consumption market share of traditional color TV enterprises, but also shaken their stable position in the industry, making many traditional color TV enterprises enter a situation of no profit but loss. If traditional color TV enterprises want to turn defeat into victory and stabilize their market position, they should not only seize the limelight of Internet TV brands in content, but also elaborate in professional technology

interact with users on soft landing content and strive to be brilliant

in 2015, more than 10 Internet TV brands swarmed into the color TV market, trying to get a piece of the color TV market. LETV, Kukai and Weijing have realized interconnection and seamless connection by virtue of their own interconnected content advantages, so as to maximize the stream of consciousness interaction with users. LETV's super TV adopts the channel combination of live + rotation, providing three-way direct streaming. Live broadcasting can be freely switched from multiple perspectives, and the main and auxiliary vision of picture in picture can be viewed at the same time. This advantage also creates conditions for Internet TV to leverage the industry position of traditional color TV enterprises. According to relevant data, in 2015, LETV ranked first with 14.2% brand attention, slightly higher than other TV brands. Faced with the impact of Internet TV brands, traditional color TV enterprises did not sit idly by. In the name of China intelligent multimedia terminal technology alliance, Changhong, TCL and Hisense announced the establishment of an integrated cooperation system for intelligent terminal partners. They planned the standards of payment, information security, advertising, games and investment, established a unified entrance, and created a new ecosystem of platform + content + terminal + application, Develop a content-based TV marketing model. In addition, Lidongsheng, chairman of TCL, said that the next breakthrough for TCL's transformation is the construction of Internet application service capabilities, including Internet applications and services, financial services, o2o sales and user services. At the same time, Skyworth also cooperates with Tencent, iqiyi, Youpeng Pule and other content providers in an all-round and in-depth way in terms of content to establish OLED, HDR and other film and television zones; For video games, it has cooperated with tvplay, a professional video game company, to successively launch large-scale full channel somatosensory Games "geek hero" and "gun king battle" with exclusive TV. And set up a special game team to actively explore the field of video games; To meet the needs of users as the core, establish and improve a comprehensive service system before, during and after sales, and continuously improve the quality of user service. It can be seen that the living room economy has begun to appear, and one of the main profit points for the development of TV ecology in the future will be video, games, e-commerce and education. Therefore, traditional color TV enterprises can only enhance the interaction with users in content and service providers, close to users' needs, strive to shine and consolidate their industry position

hard landing technology is elaborately crafted to make breakthroughs

our survey on users' priorities in choosing smart TV shows that 27.4% of users give priority to the image quality of TV, followed by the price, accounting for 20.7%, followed by the brand, sound quality, appearance and content. When TV has entered the intelligent era, the main needs of users for buying TV have been different. They no longer take price as the first consideration, but pay more attention to product brand and quality. This is the standard for users to consume more rationally and improve people's living standards. In addition, there is little difference in the proportion of other considerations. This increases the odds for traditional color TV enterprises to win back in the battle with Internet TV, because most emerging Internet TV brands can only attract consumers' attention by content, and only selling hardware can not make money. However, the so-called Internet TV products will still have a long stage to make profits. In addition, the diversified forms and technologies of color TV sets will break out or appear in 2016. As a technology driven black TV product at this year's CES exhibition, it has begun to make a big fuss in technology, but the entry points are different. Some emphasize the presentation of image quality, such as high color gamut, HDR, 8K, anti blue light, etc. some emphasize the remodeling of product form, such as split TV. Quantum dot and OLED have also made great contributions to the improvement of image quality, but each led a team. In the dispute between the factions of quantum dot and OLED display technology, it is not difficult for us to find that LG and Skyworth are firm supporters of OLED technology this year. Hisense also exhibited transparent OLED and mirror OLED for the first time, officially entering the OLED field. TCL and Samsung still focus on quantum dot technology, and suhd TV has become Samsung's first product. These are some more innovative display methods in the future. It can be seen that TV manufacturers are trying to seek a breakthrough in every dimension of each hardware, and strive for perfection in the performance of image quality, so as to restore the real form of TV pictures to the greatest extent and create an immersive viewing experience

Internet TV is now embarrassed by the homogenization of traditional color TV brands. Once, Chinese TV brands blossomed everywhere, and almost every province has its own TV brand. At least 50 TV brands such as peony, Feiyue, peacock, camellia and Ruyi have been sold in the Chinese market. However, after 40 years of scouring the sand, only Hisense, TCL, Changhong, Skyworth, Konka and Haier have become winners. Other brands are basically gone. Nowadays, Internet TV has been born in the sky, and many brands such as LETV, Kukai, Weijing and Xiaomi compete for cake. Will the scene of history be staged again? Perhaps our concern is not unreasonable. Although Internet TV is menacing, it soon fell into an embarrassing situation. For example, LETV advocates ecology, but the license issue is a sword on the head; Xiaomi claims that the layout content is 1billion US dollars, but there is no significant difference; Micro whale has a halo of content, but marketing and promotion have not yet found a rhythm. The performance of Internet TV reflects an embarrassing reality, that is, although Internet TV sells experience, content and services, the gap between software and content has not been widened, but is narrowing, and the phenomenon of homogenization is serious. After withstanding the huge wave of Internet TV, traditional TV manufacturers have supplemented their weaknesses and stabilized the pace. The stronger the stronger, the stronger, and continue to expand their leading edge in hardware technology. In particular, in the vigorous spring of March, new products of various color TV brands also poured in. Samsung's heavy-duty suhd series TV and TCL's full ecological HDR TV are also the experience guides for the complete volatilization of technology and solvent. C1/p1 series, Skyworth g8210, which flaunts the real HDR TV, and Changhong's full series of q3T products all show the determination of traditional color TV enterprises to forge ahead. When the software and content of bubble TV brand are gradually mediocre in the quantitative tube, the technical advantages and hardware value of traditional color TV manufacturers are reassessed: curved surface TV, uled partition dynamic lighting, image quality engine chip, laser display, HDR display technology, etc. attract more users' attention and become the supporting point for the differentiation of smart TV

in 2016, traditional TV and Internet TV will further compete for market share. Although traditional color TV enterprises have a strong consumer market foundation, if their content and technology stagnate, they will eventually be submerged. However, the market prospect of the emerging Internet TV enterprises is not optimistic. Homogeneous content and non superior hardware technology will also become the weakness of their development. At this stage, traditional color TV enterprises should develop both content service and hardware technology and make common progress in order to occupy the leading position in the consumer market

Copyright © 2011 JIN SHI