Smart TV was a new category of TV a few years ago. However, with the continuous marketing and product updates of major manufacturers in recent years and the popularization of smart phones, smart TVs have now become completely new to consumers. Inevitably, it's as natural as buying a mobile phone now. In the smart phone market, the mainstream smart phone brands today are not the dominant players in the feature-plane era of Nokia, Motorola and Ericsson. In addition, Huawei’s four major domestic brands, in addition to Huawei, are still on the line, and others are no longer beautiful. Instead, it is OPPO, VIVO, and Internet brands such as Xiaomi, Yijia, Hammer, and Meizu. So is the smart TV market, like the smartphone market, replaced by traditional Internet brands with new Internet brands and occupying the new smart TV market? Let’s take a look at this year’s double 11’s total sales of smart TVs. According to the statistics of Ove Cloud’s report, in 2017, sales of smart TVs totaled 2.057 million units, a year-on-year increase of 21.7%. In terms of prices, due to the decline in panel prices in the second half of the year, the prices of various sizes also fell compared to 616/818, reaching the lowest point of the year. The following figure is based on data collected by Ovid Cloud Network on online smart TV sales It can be seen that Xiaomi and Storm are the only two Internet TV brands in the top ten online sales. Helped Xiaomi hit the top of the top four main models, the first is a small size TV ¥ 949 32 inch, followed by ¥ 2549 4A 55-inch TV, in addition there are 1080P 43 and 49 two-size TV. The biggest sales model for Storm is the 32-inch model. It can be seen that the main users of Internet-brand TVs are still more concentrated in young people who are small in terms of room size and are sensitive to price. Friends who are familiar with LeTV may find that LeTV, which once won a monthly sales championship for some size models several years ago, does not appear in this table. Looking back four years ago, in 2013 after the release of LeTV's first generation of super TV X60 and S40, by virtue of breaking the industry's low prices, rich content, a new image of the Internet, innovative membership content paid for the hardware costs of Internet hardware promotion After the release, it will become the sales champion for this 40/60 size segment, with unlimited scenery. In the following years, with the rapid expansion of LeTV's entire line of products and the establishment of the brand, LeTV’s sales in 2016 reached a peak of 6 million units, making LeTV nearly 5,000 years old in the country after being launched for only 4 years. More than 10,000 Taiwan TV market has become a TV brand can not be ignored. At the launch of the LeTV TV "Spring Story" in February of the beginning of the year, Leung, who was LeTV's new CEO, set a target of 7 million for the LeTV in 2017. Even though 414 music as the E-commerce Festival LeTV TV sales fell sharply this year, LeTV also reached sales of 386,000. However, the series of changes and crises that occurred at the end of last year as a result of LeTV had a major blow to LeTV. The sales volume fell instantly, and there was very little after the last wave of sales of 414. More news said that in September LeTV's total sales of tens of thousands of districts. Liang Jun, who proposed the goal of propaganda at the beginning of the year, was also burst into disagreement with Sun Hongbin recently and is preparing to resign during the nursery season. LeTV, the first flag of this Internet TV is now embarrassing. In the beginning of 2017, many Internet brand TVs anticipated the difficulties of LeTV this year, and they all hoped to take advantage of LeTV’s sales decline and occupy LeTV’s market share. From the current point of view, the best performer is Xiaomi TV. Millet TV and Xiaomi Mobile are projects run by Xiaomi itself, rather than indirectly through the ecological chain companies. From this point of view, Lei Jun hopes to occupy the home entertainment and smart center's ambition through large-screen televisions. Millet TV still follows Xiaomi’s consistent high cost performance, voice and artificial intelligence sense of technology, and has adopted attractive pricing strategies on several small and medium-sized TVs. Moreover, Xiaomi TV has been able to use the continued influence of the Xiaomi brand, and is gradually spreading the Xiaomi House offline sales channel, so it has achieved good results this year. Sales of other internet brands such as micro-whale, storm, PPTV, and popularity will also grow this year. From the perspective of the overall market for flat-screen TVs, is it that Internet-brand TVs are gradually replacing traditional TVs and continue to expand the market share of Internet brands in the smart TV market just as in the smart phone market? Let's take a look at the statistics of Ove Cloud in the first half of this year. From this chart, we can see that in the first half of 2017 global top 15 TV brands, Internet brands only music as well as millet, traditional TV brands still occupy the absolute main force. In the first half of the year, LeTV's sales accounted for a total decline of 1.3%, but it was apparent that not all of the declining sales were captured by Xiaomi because Xiaomi’s sales growth in the total TV market was only 0.4%. Sharp TV is worth mentioning here. Ever since it was acquired by Foxconn, the Sharp TV market has been very moving. It is commonly seen in many variety shows. With the excellent supply chain and production advantages of Foxconn, Sharp TVs use extremely high The price/performance ratio and influence of traditional brands have increased substantially this year, especially in the 60-inch market. Online and offline sales increased by more than 700% year-on-year and more than 200% respectively, becoming the fastest-rising brand. Sharp TV set a target of 14 million this year, and set 2018 as the goal of domestic TV sales championship. From the above table, we can see that in the overall smart TV market, the new Internet brand TV clearly does not replace the dominance of traditional TV brands, let alone dominate the smart TV market. Why is this situation different from the smartphone market? After the rise of smartphones in the year, a large number of Internet brands replaced traditional feature phone brands. Although there are many similarities between smart TVs and smart phones, due to the different attributes of televisions and mobile phones, this difference in market performance has resulted. The specific differences are mainly reflected in the following aspects: 1. Most consumers don’t see TV as a fast-moving consumer electronic product, so the rate at which individuals or families purchase TVs will be much slower than that of mobile phones. The average family may consider buying new TVs for 5 to 10 years. This is much slower than the current mobile phone replacement in one or two years. This relatively slow new product update speed will make the new brand growth slower than the mobile phone. And if you want to get a smart TV experience, buying an Internet TV box can quickly make traditional TVs have a similar experience, which also slows users' motivation to replace smart TVs. 2. In 2016, the sales volume of domestic smart phones was 560 million units, and the sales of smart TVs were only less than one-tenth of the mobile phone sales, and more than 50 million units. Compared to the huge market for smart phones, the smart TV market is much smaller. The number of traditional manufacturers in this relatively small market can be quite a few and the strength is very strong. This will reduce the market capacity of new Internet brands that can be relocated. 3. The young people who bought the smart phone when it first appeared are young people who are good at trying new electronic devices. However, for television, young people are mostly in the stage of renting a house. Smart TVs are not the first choice for young people. Home users are the primary purchasers of TV, and family buying habits are more cautious. Therefore, the new Internet TV brand has always hoped to break through this group of young people and become the first smart TV for young people. Millet, the storm from the 32-inch screen size, is the embodiment of this market breakthrough. 4. From the feature phone to the smart phone, the entire supply chain structure has undergone major changes, including main control chips, display screens, touch screens, etc. These devices occupy the bulk of the smart phones are in the era of functional devices. None of them. This allows the emerging smart phone brands to stand on a relatively equal starting line with other mobile phone brands in the choice of supply chain, and can grasp the initiative of the supply chain based on the prediction of products. In the era of smart TVs, the display panel, the resource that accounts for the highest price in the TV set, still remains mainly in the existing supply chain of traditional color TV brands. Even TCL owns a panel factory like Huaxing Optoelectronics. The existing advantages in these supply chains are all missed by the new Internet TV brands. 5. The early awakening of the Internet intelligence by traditional TV manufacturers increased the difficulty of the growth of new Internet brands. The history of smart phone brands replacing traditional mobile phone brands has sounded a warning to traditional TV brands. They do not want to repeat the road to destruction of such giants as Nokia and Motorola. Therefore, they also set up their own Internet brands, such as Haier's mooka, Skyworth's Cool Open, TCL's Thunderbird, Konka's KKTV, Changhong's CHiQ, and Hisense's VIDAA. 6. Smartphones have caused tremendous disruptions to the functionality of traditional mobile phones. Smartphones have been far away from the need for functional mobile phone communications and have become a terminal device that provides mobile Internet services. From the point of view of the television's product properties, whether it is traditional or smart TV, the user's demand for television products has not changed, that is, watching video through a large screen. Only from the previous cable television program, expanded to a wider range of OTT video content. There is no change in the essential needs of this television product, and it also determines that the smart TV has not been able to produce greater disruption. 7. Internet companies are very good at user experience design of application software, but because of the limitations of television human-computer interaction, more control comes from the remote control, the interaction is relatively simple, and the traditional TV brands absorb the Internet background earlier. With the addition of product managers, the user experience in smart TV APP is not a decisive factor in the gap between the user experience and UI design. 8. The most crucial advantage of smart TV is the richness of OTT content, but now these contents are mainly concentrated in the hands of BAT. Iqiyi Youku Tencent video occupies the absolute advantages of video content, including Internet brand television also needs to cooperate with these companies. Can provide rich video content for its member users. Therefore, in the selection of video content, Internet TV brands and traditional TV brands stand on the same track and do not have much advantage. 9. One of the advantages that the emerging Internet companies can still use is one step ahead of the technology. The manipulation of voice as the highlight of artificial intelligence subverted the way of selecting programs through the remote control. Under the current background of artificial intelligence, more and more consumers are aware of this new way of controlling television. However, ASR and NLP technologies are not the advantages of Internet TV companies. Currently, these key technologies are generally provided by third-party technology providers such as HKUST, and such third-party technology capabilities once again make Internet TV brands and traditional TVs available. The brand stands almost at the same starting line. So, this year we can see that the function of intelligent voice is almost blooming on all new TV manufacturers. Although Internet companies are also doing research and development of artificial intelligence technology, they still need to be accumulated. 10. Finally, in the sales channels, traditional TV manufacturers have long grasped the model of online e-commerce sales. The traditional offline channels are not the channels that Internet TV brands can rapidly expand. The long construction of offline sales channels is also the homework that new brands must make up. The above 10 reasons have shown why the new brand of Internet TV did not continue in the era of smart phones, and the new brand replaced the traditional brand history. Of course, as a new brand of the Internet, there is not a complete lack of opportunities to occupy a place in the smart TV market. 1. Continuously deepen the accumulation of technology and form its own unique technical barriers. Relying on the integration of technology, you can achieve your own level of passing, but you can not form a strength beyond. The direction of technology accumulation is determined by the direction of the product. For example, stronger voice control needs to strengthen the semantic understanding ability in the TV scene. However, as a start-up TV company, it is not a professional technology company. How to define the product direction and how much manpower to invest in the establishment of technical barriers is a strategy that must be weighed. 2. Engage in the recommendation of content operations, manual content editing combined with AI and big data recommendations. Help users to analyze preferences, find topics that users are interested in, and select the most recommendable content from the complex content to present to users. This is also the focus of online video companies. At the same time, it is adept at using the advantages of Internet operations to create a cohesive interaction with users, so that viewers not only feel that they are mere audiences of video, but also become participants in various activities. 3. The mode of self-produced drama is also a model adopted by many video companies. In this regard, Internet TV is also trying hard to make a try. For example, the production of “I am repairing artifacts in the Forbidden City†produced by the micro-whale TV has achieved very good results last year. 4. Utilize the Internet company's natural ability to accurately grasp the user experience. In the product's functional design and interactive display, let users get the most extreme and rich experience. And actively carry out new human-computer interaction attempts, such as gesturing others, face recognition, voiceprint recognition. 5. Focus on the TV's key size selection, highlight its own competitiveness, and through differentiated play, do not engage with traditional manufacturers. For example, Xiaomi launched the concept of playing a hundred yuan machine in the small 32-inch market this year. A wave of offensive. 6. With the current advancement of the concept of smart home, TV may also be able to evolve, not just to see a big screen of content, but to become an important control branch of smart home, even if the TV can not become a control center. If in the future, television can interact with more devices, including mobile phones, and extend the functionality of television, this redefinition of television may be a possible opportunity for emerging TV brands. Of course, the speed of current smart homes is still very slow, and there is a lack of strong scenes to educate users. This road will inevitably be relatively long. 7. The key to TV is sound and picture quality. Although new display technologies such as HDR and 8K may not be in the hands of new brands, it can provide a set of automatic matching display and sound modes in combination with video content. It is also an innovation. the road. The smart TV market is necessarily a product track for emerging Internet TV brand manufacturers that requires more patience and time. It is not possible to subvert and seize the market for a long time through short-term capital investment. Must continue to accumulate technology and products to ensure product quality, and gradually deepen the penetration of market channels and the establishment of a brand, in this market to obtain their own loyal users. 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