Reversal in 6 years, successful access to traditional television
According to the latest data, there are 20 Internet TV brands in the market, and the number has been equal to the total number of traditional brands. With rich video resources and new experiences that are no longer passively accepted, Internet TV is increasingly welcomed by consumers.
In addition, according to CCTV financial reports, data from the China Merchants Securities research report shows that from January to May of this year, the total television sales nationwide was 20,630,000 TV sets, of which Internet TV accounted for 86.99% and traditional television accounted for 13.01%. In 2011, the total television sales nationwide was 39,829,300 units, of which Internet TV accounted for about 10%, and traditional TV accounted for about 90%. It can be said that China’s Internet TV and traditional TV have achieved a complete reversal in the past six years.
After the Cold War counterattack, Internet TV can be regarded as "a new tree to open a new flower." According to statistics, in the first half of 2016, the share of China's Internet TV brands in the TV market was 16%, an increase of 7.9% over the previous year. The Internet TV industry includes Changhong, Skyworth, TCL, Haier and other veteran manufacturers to upgrade their products, Internet companies such as Leshi, Xiaomi and Xiaowei, as well as operators Peng Peng, Gehua Cable, and storms of obtaining Internet TV licenses. , PPTV, etc.; foreign giants such as Samsung, Sony, and Philips are also eyeing China's Internet TV market. Nowadays, the competition of the Internet TV industry, like the very first year of smart phones, is in the undetermined bonus period.
Cable TV Set-Top Boxes Will Be Eliminated
The high-speed penetration of Internet technology has led to the popularization of the original functional color TVs to smart TVs, and this popularity is extremely alarming. According to statistics, in 2015, the penetration rate of smart TV reached 84.5%. By 2016, smart TV sales had exceeded 50 million units, and the penetration rate had exceeded 95%. It is expected that the sales volume of smart TV will approach 70 million units this year.
With the comprehensive in-depth promotion of national triple play and the rapid advancement of network construction, smart TVs have begun to replace cable set-top boxes. According to various statistics, most households in China have owned smart TVs. The market for smart TVs in first and second-tier cities is now approaching saturation, and it has begun to penetrate into third-tier cities and rural areas.
From last year to this year, several television manufacturers have introduced color TV products that use artificial intelligence as selling points, such as Changhong CHiQ TV Q5N, Xiaomi TV 4, TCI Internet sub-brand Thunderbird, Mini Whale Smart Voice TV 2.0, Storm X5 ECHO, Cool Open U3B series, popular Q series and so on. According to rough calculations, there have been no fewer than ten TV manufacturers that have launched new television products that use artificial intelligence as the main publicity point.
Mei Xiaochun, director of the China Wisdom Family Research Center, believes that the application of artificial intelligence in the field of home appliances is still at a particularly preliminary stage. Even the vast majority of artificial household electrical appliances are mere concepts. From the perspective of the development of smart appliances, it has just entered a stage of commercial large-scale application. However, it is in the early stage of industrial development that when everything is not set, it is profitable.
Each battle is fierce, and the content field has become the focus of the game.
Under the situation of triple play, the advantages of traditional TV manufacturers launching smart TVs or Internet TVs are the hardware supply chain, technological R&D advantages and stable sales channels. However, since 2017, domestic smart TV production has begun to decline year-on-year. The initial "hard-won hardware" status has forced smart TV manufacturers to speed up the "Operating System+Hardware Terminal"-based model, focusing on content and services. The diversified profit model has been expanded. At this time, the deep cooperation between traditional color TV providers and content service providers has become mainstream in the industry, such as TCL and LeTV, Konka and Microwhales, Hisense and iQiyi, and Tencent. Haier smart TV and Ali cooperation not only in the content area, but also Expanded to application products and marketing.
Traditional TV manufacturers, video websites, Internet TV integrated broadcast control platforms, third-party application service providers, advertising agencies, third-party advertising monitoring platforms, and smart TV users have initially formed a complete end-to-end closed-loop value chain. After the integration of the value chain, how to pull users from the mobile phone to the TV has become the common mission of the entire Internet TV industry.
Due to the serious homogenization of hardware, the party that has mastered high-quality content has a differentiated competitive advantage. The content of traditional TVs is mainly derived from radio and television satellites and paid cable operators. Its content resources are very rich. At present, many online videos are synchronized with televisions, or they can purchase high-quality variety shows from TV stations to survive. Although this part of the content is the focus of competition among various manufacturers, the focus of Internet TV is not "TV" but "Internet". The original content outside this part is the key to differentiated competition in the Internet TV market, such as LeTV. Self-made dramas such as "Prince of the Prince", "Fantasy City", etc., or new scenes of home entertainment created in e-sports games, fitness, karaoke, education, private cinema, VR, etc., can become attractive to Internet TV. The user's new charm.
These contents will change the drawbacks of the previous one-way television transmission and the lack of user interaction, and will be able to enrich the home entertainment features of Internet TV and become a new selling point. With the introduction of new technologies such as voice manipulation, artificial algorithms and machine learning, personalized customization and push services for Internet TV will become more and more user-friendly.
Smarter layout of artificial intelligence TV, less radical and more steady
Internet TV may not become the infrastructure of the commercial industry as it is to mobile phones. However, as an inevitable item for improving the family environment in the trend of consumption upgrade, it is undoubtedly a new economic growth point. At the level of eco-competition of various manufacturers, traditional TV content is an entry point and must be the basis of television content; and innovative additional content will give users more new home entertainment experiences, which will ensure the stickiness and quantity of users. . The entry of eco-partners will bring a large number of TV application market developers, and the business model based on Internet TV will also break out.
In the era of intelligent business, when veiles are gradually unveiled, artificial intelligence televisions just meet consumer demand for products. Whether the artificial intelligence television industry can truly occupy the market's commanding height when the artificial intelligence television industry is not yet mature and “blowout†has become the majority of the Internet. TV makers are the key to winning the traditional TV manufacturers. Whether it is "Hai Na Bai Chuan" or "One alone," innovation content + a good user experience will become an important bargaining chip in the industry competition.
The Internet TV industry has reached a turning point. The venture capitalist rookie who withdraws from the competition or goes through a period of strategic adjustment is all expected; policy tightening and aesthetic fatigue are unavoidable; and the “science and technology-led†enterprises will be overwhelming. Just like Apple, through the latest technology, while subverting the industry development pattern and path, while creating a new era of industry development, to meet the diverse needs of users, to be the leader of the era. This is the winning king in a protracted war.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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