Super TV end the hardware era?

Here, LeTV's promotion of super TV has become a hot topic and stirred the TV industry. On the other hand, traditional TV manufacturers have not placed all their chips on 3D TVs. OLED and 4K2K ultra high-definition TV promotion plans have been accelerated, and innovative technologies have emerged one after another.

Under the impetus of the mobile Internet boom, traditional home appliance companies are paying increasing attention to smart TV software and content applications.

Super TV end the hardware era?

The first high-profile super TV launched by LeTV, the first Internet company to officially launch its own branded TV, once caused a sensation in the industry. LeTV launched the super-TV's flagship and universal products, and announced that it officially entered the television field. This was a collision between the Internet model and the traditional TV industry, which triggered discussions among various parties in the industry.

"The future of television is the network boundary, the main force is mobile TV. Content provider LeTV anti-playback player, which is a subversive idea. The future color TV structure is cloud architecture." Pall Consulting Senior Director Luo Qingqi.

Ren Minqi, a researcher in the home appliance industry of China Investment Advisors, believes that the traditional television industry chain is at a mature stage and will still dominate the television industry in the next five years.

It is reported that Super TV integrates a large-screen complete ecosystem and is distinguished from the profit model of traditional home appliance manufacturers. It does not depend on hardware profit, and it is a multi-profit model.

Hong Shibin believes that TV product quality and after-sales system are very important. It takes time to sink, and it is necessary to observe whether LeTV's marketing can be effective. Currently, the pattern of household appliances is firm and the competition cost is high.

At present, the traditional home appliance company's marketing model takes products as the core, while the Leshi model takes the content as the core and forms the industrial layout of “content + platform + terminal + application”. "The content-based sales model is more suitable for the development of super TV. At present, traditional home appliance companies do not have the advantage in terms of content and do not adapt to the LeTV model. Color TV is still based on hardware." Ren Minqi said.

Competition changes the living environment
Once upon a time, the home appliance industry experienced a transition from king of production to king of content to king of channels. Nowadays, under the impact of the mobile Internet boom and the wave of smartization, competition in the color TV industry is no longer just a contest between hardware, but rather a multi-faceted game in terms of operating systems, content, and chips.

This puts forward higher requirements for traditional household appliance enterprises, and all links are interlocked in the whole industry chain, and they are involved in the whole body. Appliance companies place increasing emphasis on smart TV software and content applications.

In fact, the domestic home appliance giants have mostly divorced from the “acquisitionism” of early technology introduction and duplication in smart technology. Under the new wave of smart cloud technology, most Chinese color TV companies took the lead in mastering the intellectual cloud television industry initiative.

Skyworth Tianci Systems has achieved greater market response; Changhong has completed the definition of a smart TV framework with independent intellectual property rights, and the design and application of intelligent interactive middleware; Hisense, Konka, and TCL have all displayed more than 84 inches at the 2013 CES show. Large screen 4K2K Ultra HDTV.

Changhong Group spokesman Liu Haizhong told reporters: “Speech interactive intelligent applications are independent research and development achievements of Changhong Software R&D team.” He introduced six major core technical capabilities from integrated circuit design to a group of national “nuclear high bases”. A major science and technology project, Changhong invested in the R&D of smart cloud TV, and a series of measures marked Changhong with a clear “technology” label.

For how to plan the business model of the Internet era, Jiangpeng, the director of Midea’s electrical appliances, stated: “The household electrical appliance companies have reserve deposits in their product technology. Although there will not be transformational innovations for the time being, they will translate technical indicators into consumer intuitive consumer feelings. The United States is also concerned about new models, including e-commerce, and innovation at any time."

“Traditional household appliance manufacturers have great advantages in the channel construction, especially in the distribution channels of the third and fourth-tier markets, and they also have a huge brand recognition.” According to the relevant person in charge of TCL.

In the industry chain, China's traditional household electrical appliance companies have also accelerated their deployment and control their right to speak. China Star Optoelectronics and BOE's 8.5-generation LCD panel line have been put into operation and China's "core screen" brand has been erected. Industry insiders pointed out that mastering the industry chain also made the scale effect of Chinese brands significant.

With the integration of the Internet of Things and triple play, the domestic traditional home appliance companies have greatly enhanced their degree of innovation. Many traditional home appliance companies actively add traditional home appliances to the Internet of Things and triple play elements to cope with the impact of new media. “The rise of new media has changed the living environment of traditional home appliance companies, but they have strong adaptability. They will transform their development strategies through cooperation and integration, and they will live in harmony with new media and benefit each other.” Ren Minqi believes.