In 2015, the Internet TV industry has gradually entered a mature year. If LeTV first started the battle of Internet TV in 2013, then the entire Internet TV industry in 2015 will enter a new era of the Warring States Period.
The three major camps of Internet manufacturers, traditional vendors, and international brands each play a role in fighting each other, affecting consumers from various dimensions including technology, services, products, and ecology, and reshaping the domestic market pattern.
Internet companies represented by music, millet, cool-open, micro-whale, and storm have come one after another. With services as the core and hardware as the carrier, counter-attacks against traditional manufacturers have been launched; old and traditional manufacturers such as TCL, Skyworth, Hisense, and Konka are It is walking on two legs. On the one hand, it uses the advantages of the supply chain to form the barriers to the competition of the parent brand. On the other hand, it uses the Internet sub-brand to start the transition of the Internet. The international manufacturers use the technology and the upstream to maintain the influence on the domestic manufacturers. , And by virtue of their respective influence formed a "surface school" represented by Samsung and "flat school" headed by LG.
Under the general trend of Warring States disputes among various brands, policy factors have also been turbulent, and invariably involve uncertainties in the war situation. Details are about details, ideas and concepts. This is the year 2015 when Internet TV was torn, opposed and matured.
Hurricane and Sudden Attack: Battle of Life and Death of Internet Brands
"Tear force" and "change", this is the theme of the 2015 Internet TV brand. Hurricane burst into the midst, millet, music as, cool open these three brands have become the most dazzling star in the Internet TV industry.
In the first half of this year, Xiaomi and Le took a public relations campaign on TV content to make you come and go. It was a lively event. Even the high-level players in Internet marketing even used a stick policy of “violationâ€. Regardless of whether Xiaomi or LeTV are more content, in fact, they all can explain one problem - content is an important factor affecting Internet TV.
In the second half of the year, the ecological disputes between Cool Open and LeTV are equally compelling. LeTV does not understand ecology when it comes to cool attacks, and cool attacks attack Levi’s “pseudo-ecologyâ€. Similarly, there is no intention to distinguish between the true and false public relations rhetoric. From the side, both manufacturers actually agree that one point is that ecology has become one of the core competitiveness of Internet TV.
The offensive and defensive battles between Xiaomi, Leshi, and Kukai have come to me. Other manufacturers are quick to enter the game and change, starting from the two dimensions of content and ecology, and intending to share in the market.
Micro whale and storm are among them. One is the establishment of a media geek holding many content resources, and the other is the development of integrated hardware and software.
The micro-whale and storm, as well as the two war games of Xiaomi, Leshi, and Kukai, just to some extent illustrate the subject of today's Internet TV competition - content and ecology.
Revolution and Redemption: Traditional Vendors Want to Transform
There are also weaknesses in Internet companies' reliance on content and ecological rush. Companies that do software services are not as good as hardware manufacturers.
Skyworth, Hisense, Konka and other veteran traditional manufacturers have inherent advantages in the hardware field, and non-Internet vendors can be compared at the supply chain level. On the one hand, veteran manufacturers are eating hardware manufacturing and supply chain dividends, and building barriers to competition among Internet companies, but also quietly start their own Internet transition.
Coolcom is actually an Internet brand that operates independently from Skyworth in the first half of this year. Skyworth itself is equipped with YunOS cooperation to seek external services to seek breakthroughs in ecological services.
Hisense's thinking is very much the same. In launching the "VIDAA X" smart TV system, VIDAA is independently operated as a sub-brand, opening its own transformation path.
While Konka continues to support the sub-brand KKTV, it also achieved UI-level cooperation with Tencent, Youku and Alibaba Cloud.
TCL is slightly different from the above three. TCL Multimedia Business received a new investment of HK$2.268 billion from LeTV in December of this year, completing the transition from traditional TV companies and Internet TV companies to confronting each other.
Stones from other hills, can learn. Cross-border cooperation has also become a way for traditional manufacturers to seek transformation.
Skyworth and Tencent have launched Tencent games, QQ photo albums, QQ music and other application software for TV, combining Tencent's powerful social functions with TV. Although Samsung's TV is very good, Samsung's traditional manufacturer is also jointly creating a long and extra-luxury "mobile cinema". This series of cross-border practices is bringing more topical effects to television products.
For the veteran traditional television manufacturers, this is a revolution of their own, a painful salvation, with the pain of warriors, and the long road of transformation. Although the public opinion is very small, there are some difficulties in the road ahead. Robust, and in terms of absolute shipments, traditional vendors still have certain advantages in the face of Internet vendors.
Checks and Balances and Winning: International Manufacturers' Technological Ecology and Two Innovations
It has always maintained a 2-3 year advantage on the technical level. This is when international manufacturers have consistently sent in the face of domestic manufacturers. This not only can form the advantages of checks and balances in the supply chain, but also can transform technological advantages into market advantages. The method of decentralizing technology and decentralizing parts has always kept the weight of domestic manufacturers suppressed.
Market research firm IHS released data on October 26th showing that in the third quarter of 2015 sales of ultra-high-definition (UHD) TV panels, the market share of Samsung Display (31.9%) and LG Display (31.3%) At 63%, it is equivalent to one in every two ultra-high definition TV panels in the world.
In fact, the "surface school" represented by Samsung and the "flat school" headed by LG are also constantly controversial. The two Korean brands have different product ideas and are also building the domestic market pattern from the top.
In the “Second Generation Curved TV Technical Specification Upgrade Forumâ€, Samsung, TCL, Hisense, Changhong, Toshiba and other mainstream color TV manufacturers focused on the latest curved TV products, proclaiming that curved TV is the future direction of the color TV industry. LG, Skyworth, Konka, and the “flat-skin piety†led by him were in discussions about the “surface school†headed by Samsung, and even calling the curved surface was a crooked LED.
Qu Ping's dispute is just a product idea. In terms of industry dimensions, this actually represents a strong concept penetration capability of other international vendors such as Samsung.
Off-the-hands: The dark tide of policy and the surging movement to reshape the pattern
There are mountains outside the mountains, and there are people outside the city. There are even more crucial influencing factors outside the war: policies.
Due to its immature nature, Internet TV is an industry that is extremely vulnerable to policy factors. The ups and downs in the market over the past two years in 2014 and 2015 are actually influenced by policy factors.
At the level of content regulation, Internet companies are bold and aggressive as a squid in the face of policy. Traditional vendors and international companies are seeking innovation in a conservative manner. There will always be an egg with a big step, and Internet companies' aggressiveness will gradually become conservative this year.
After the 181 document was reaffirmed and the 289 document was promulgated, various television boxes could not be used due to the impact of “iron hand†rectification, which triggered many market disputes. The Internet system’s previously unregulated innovation model of free-growing and self-built platforms suffered a loss. It also gradually turned to cooperation with the licensees. Samsung and other international brands have strengthened cooperation with leading content providers such as iCNTV and Mango TV. Traditional TV brands have embraced content licensees. This trend actually provides a certain gap between the leveling of traditional brands and international brands and the content gap of Internet brands. opportunity.
This kind of policy affects waves one after another. It is an invisible hand. It also deeply tests TV companies' ability to face market changes and market risks. Internet TV as a new thing in the past two years, its policy orientation has not yet settled, it can be predicted that, in the wave of policy, only those companies with hard power can always remain invincible.
The three major camps of Internet manufacturers, traditional vendors, and international brands each play a role in fighting each other, affecting consumers from various dimensions including technology, services, products, and ecology, and reshaping the domestic market pattern.
Internet companies represented by music, millet, cool-open, micro-whale, and storm have come one after another. With services as the core and hardware as the carrier, counter-attacks against traditional manufacturers have been launched; old and traditional manufacturers such as TCL, Skyworth, Hisense, and Konka are It is walking on two legs. On the one hand, it uses the advantages of the supply chain to form the barriers to the competition of the parent brand. On the other hand, it uses the Internet sub-brand to start the transition of the Internet. The international manufacturers use the technology and the upstream to maintain the influence on the domestic manufacturers. , And by virtue of their respective influence formed a "surface school" represented by Samsung and "flat school" headed by LG.
Under the general trend of Warring States disputes among various brands, policy factors have also been turbulent, and invariably involve uncertainties in the war situation. Details are about details, ideas and concepts. This is the year 2015 when Internet TV was torn, opposed and matured.
Hurricane and Sudden Attack: Battle of Life and Death of Internet Brands
"Tear force" and "change", this is the theme of the 2015 Internet TV brand. Hurricane burst into the midst, millet, music as, cool open these three brands have become the most dazzling star in the Internet TV industry.
In the first half of this year, Xiaomi and Le took a public relations campaign on TV content to make you come and go. It was a lively event. Even the high-level players in Internet marketing even used a stick policy of “violationâ€. Regardless of whether Xiaomi or LeTV are more content, in fact, they all can explain one problem - content is an important factor affecting Internet TV.
In the second half of the year, the ecological disputes between Cool Open and LeTV are equally compelling. LeTV does not understand ecology when it comes to cool attacks, and cool attacks attack Levi’s “pseudo-ecologyâ€. Similarly, there is no intention to distinguish between the true and false public relations rhetoric. From the side, both manufacturers actually agree that one point is that ecology has become one of the core competitiveness of Internet TV.
The offensive and defensive battles between Xiaomi, Leshi, and Kukai have come to me. Other manufacturers are quick to enter the game and change, starting from the two dimensions of content and ecology, and intending to share in the market.
Micro whale and storm are among them. One is the establishment of a media geek holding many content resources, and the other is the development of integrated hardware and software.
The micro-whale and storm, as well as the two war games of Xiaomi, Leshi, and Kukai, just to some extent illustrate the subject of today's Internet TV competition - content and ecology.
Revolution and Redemption: Traditional Vendors Want to Transform
There are also weaknesses in Internet companies' reliance on content and ecological rush. Companies that do software services are not as good as hardware manufacturers.
Skyworth, Hisense, Konka and other veteran traditional manufacturers have inherent advantages in the hardware field, and non-Internet vendors can be compared at the supply chain level. On the one hand, veteran manufacturers are eating hardware manufacturing and supply chain dividends, and building barriers to competition among Internet companies, but also quietly start their own Internet transition.
Coolcom is actually an Internet brand that operates independently from Skyworth in the first half of this year. Skyworth itself is equipped with YunOS cooperation to seek external services to seek breakthroughs in ecological services.
Hisense's thinking is very much the same. In launching the "VIDAA X" smart TV system, VIDAA is independently operated as a sub-brand, opening its own transformation path.
While Konka continues to support the sub-brand KKTV, it also achieved UI-level cooperation with Tencent, Youku and Alibaba Cloud.
TCL is slightly different from the above three. TCL Multimedia Business received a new investment of HK$2.268 billion from LeTV in December of this year, completing the transition from traditional TV companies and Internet TV companies to confronting each other.
Stones from other hills, can learn. Cross-border cooperation has also become a way for traditional manufacturers to seek transformation.
Skyworth and Tencent have launched Tencent games, QQ photo albums, QQ music and other application software for TV, combining Tencent's powerful social functions with TV. Although Samsung's TV is very good, Samsung's traditional manufacturer is also jointly creating a long and extra-luxury "mobile cinema". This series of cross-border practices is bringing more topical effects to television products.
For the veteran traditional television manufacturers, this is a revolution of their own, a painful salvation, with the pain of warriors, and the long road of transformation. Although the public opinion is very small, there are some difficulties in the road ahead. Robust, and in terms of absolute shipments, traditional vendors still have certain advantages in the face of Internet vendors.
Checks and Balances and Winning: International Manufacturers' Technological Ecology and Two Innovations
It has always maintained a 2-3 year advantage on the technical level. This is when international manufacturers have consistently sent in the face of domestic manufacturers. This not only can form the advantages of checks and balances in the supply chain, but also can transform technological advantages into market advantages. The method of decentralizing technology and decentralizing parts has always kept the weight of domestic manufacturers suppressed.
Market research firm IHS released data on October 26th showing that in the third quarter of 2015 sales of ultra-high-definition (UHD) TV panels, the market share of Samsung Display (31.9%) and LG Display (31.3%) At 63%, it is equivalent to one in every two ultra-high definition TV panels in the world.
In fact, the "surface school" represented by Samsung and the "flat school" headed by LG are also constantly controversial. The two Korean brands have different product ideas and are also building the domestic market pattern from the top.
In the “Second Generation Curved TV Technical Specification Upgrade Forumâ€, Samsung, TCL, Hisense, Changhong, Toshiba and other mainstream color TV manufacturers focused on the latest curved TV products, proclaiming that curved TV is the future direction of the color TV industry. LG, Skyworth, Konka, and the “flat-skin piety†led by him were in discussions about the “surface school†headed by Samsung, and even calling the curved surface was a crooked LED.
Qu Ping's dispute is just a product idea. In terms of industry dimensions, this actually represents a strong concept penetration capability of other international vendors such as Samsung.
Off-the-hands: The dark tide of policy and the surging movement to reshape the pattern
There are mountains outside the mountains, and there are people outside the city. There are even more crucial influencing factors outside the war: policies.
Due to its immature nature, Internet TV is an industry that is extremely vulnerable to policy factors. The ups and downs in the market over the past two years in 2014 and 2015 are actually influenced by policy factors.
At the level of content regulation, Internet companies are bold and aggressive as a squid in the face of policy. Traditional vendors and international companies are seeking innovation in a conservative manner. There will always be an egg with a big step, and Internet companies' aggressiveness will gradually become conservative this year.
After the 181 document was reaffirmed and the 289 document was promulgated, various television boxes could not be used due to the impact of “iron hand†rectification, which triggered many market disputes. The Internet system’s previously unregulated innovation model of free-growing and self-built platforms suffered a loss. It also gradually turned to cooperation with the licensees. Samsung and other international brands have strengthened cooperation with leading content providers such as iCNTV and Mango TV. Traditional TV brands have embraced content licensees. This trend actually provides a certain gap between the leveling of traditional brands and international brands and the content gap of Internet brands. opportunity.
This kind of policy affects waves one after another. It is an invisible hand. It also deeply tests TV companies' ability to face market changes and market risks. Internet TV as a new thing in the past two years, its policy orientation has not yet settled, it can be predicted that, in the wave of policy, only those companies with hard power can always remain invincible.