Alibaba’s Double Eleven sales record has been updated again. The sales of 120.7 billion also reflect the consumption trend of Chinese Internet users. It is not difficult to find that every year, double-digit brands will prepare a lot of goods for e-commerce channels. And most of them are labeled with the "Internet", from mobile phones, refrigerators to televisions. This year's double 11 sales of Internet TV data can also represent a new turning point. Today, we talk about the development of Internet TV in the past two years from the point of view of double 11 data.
Behind the rapid growth is the strong demand of users for content
According to iResearch's "China Internet TV Research Report 2016", although the sales growth rate of smart TVs has stabilized after the outbreak in 2013, the proportion of flat-panel TVs sales is increasing. It is expected that 2016 will account for the entire The TV market will account for more than 85% of sales, and by 2018 it will reach over 93%. The annual sales volume will exceed 52 million units, and the total inventory will exceed 200 million units:
Industry-defined Internet TVs and smart TVs do not mean whether they can play or mainly rely on the playback of Internet video resources. The broad sense of smart TVs include Internet TVs. In fact, narrow-minded smart TVs specifically refer to traditional flat-panel TVs that increase the number of relevant smart modules to achieve Internet connectivity. Video resources and other aspects are not significantly different from traditional TV; narrowly defined Internet TV refers to proprietary brands and models that are mainly used for the playback of Internet video resources and are designed and developed, manufactured, distributed, and sold primarily on the basis of Internet considerations.
LeTV basically counted the first pure internet TV brand, followed by the emergence of nearly 20 pure internet TV brands such as millet, micro-whale, storm, popularity, and PPTV after the 2013 outbreak. There are also a number of traditional TV brands in China. The launch of Internet TV sub-brands such as Skyworth's Cool Open, Haier's Card, Konka's KKTV, etc., has become the king of online sales after 2 or 3 years, accounting for 70% of the total sales of smart TVs on the Internet. The above not only greatly squeezed offline sales channels, but also forced most brands in Japan, South Korea, and Europe into the dilemma of low-end and high-end market share and sales.
What is Internet TV's most attractive to users?
Industry surveys show that one is price and the other is content. In terms of price, in the same size and specifications, Internet TV is on average 20% lower than domestically produced traditional TVs. This part is partly due to the fact that Internet TV brands are basically asset-light operations. The more important aspect is that Internet-based online sales are reduced. The 2-3 storey middleman links can achieve obvious price advantages. In terms of content, traditional TV brands have mostly realized smart parts in smart TVs in the past, with low configuration, and they value cooperation with license providers to obtain legal qualifications. In terms of the user’s choice to install, the Internet TV brand is based on rich experience in operating Internet products. The hardware configuration is often higher than that of traditional TVs in the same file, and it can achieve a relatively smooth experience. It also pays more attention to content resources, including LeTV and PPTV. It started as a video platform itself, or other brands such as Xiaomi, Weixiao, etc. actively cooperate with iQiyi, Mango, Youku and other online video resource providers, or buy TVs to send video VIPs or provide highly favorable videos. VIP purchase price attracts users, plus UI interface, firmware optimization Respect more in place than traditional TV brands, get accustomed to Internet shopping experience to support young people not difficult to understand.
Where are the pain points for Internet TV users?
Traditional TV brands and Internet TV brands each have their own advantages and disadvantages:
After rapid growth and rapid increase in market share, domestic Internet TV brands also encountered some problems:
1. Strong hardware dependency: The mainstream of TV smart chips adopts Mstar chips, a few use Qualcomm and AML chips, only very few use domestic Huawei chips, and hardly any one has the ability to independently research and develop intelligent control chips; the high-end panel relies on Sharp. Suppliers such as Samsung, LG, JDI, Innolux and other Japanese and South Korean and Taiwanese manufacturers use very few domestically produced panels such as BOE, and their own large-size panel production capacity is even more rare.
2. Insufficient core technology: Do not say that compared to Sharp and Sony, even if the core technology of the pure Internet TV brand is almost completely absent compared to the domestic traditional TV brands, the hardware basically belongs to building blocks of television, especially In terms of color, picture quality optimization, dynamic compensation, backlight control, etc., which are of vital importance to TVs, it is only possible for the solution providers to use what they have. The same LCD panel and the same intelligent processing chip solution have made TV color performance and The difference in picture effect is more obvious.
3. Too many advertisements: Although television products of the Internet TV brand have price advantages, more and more TV advertisements have caused many users to feel uncomfortable. Some TVs have to open for a half-minute or even 1,2 minutes. Some TVs that enter the local video player and want to play U-disk movies can't escape advertising claws. There are more and more online videos that are not VIP members. Title advertisements have been used for 120 seconds. All of these make consumers upgrade. You may no longer choose this brand when you are on TV or when you purchase a second station.
IResearch's survey also showed that the user satisfaction is highest in terms of smooth playback, picture quality, rich content, and responsiveness.
Transformation, the only way for traditional manufacturers to "survive"
From the above perspectives, traditional TV brands want to achieve a breakthrough in online sales and have a place in the Internet TV market. Transformation is the only way to go. This year's "Shuang 11" Sharp was actively transformed after the acquisition of Hon Hai Foxconn was the first international brand to launch a pure Internet TV manufacturer, Sharp chose not to be an independent sub-brand and design, development, cooperation and sales channels to Internet TV The trick is to play the exclusive series, the advantage of this approach is to avoid unnecessary internal friction and make full use of existing brand awareness and reputation.
Sharp aspirations Taobao “Double 11′′ large home appliances sales top, is seen in recent years, major international brands, which is extremely valuable in the online sales channel is commendable, Sharp is how to achieve this goal? This had to make people look back and look at Sharp's changes after Hon Hai Foxconn came in.
Behind Foxconn's Backing, Sharp Turns Losses
Having said so much, brand manufacturers want to take root in China and must go through localization changes. The double 11's data can also prove this enough. It is not difficult for us to find that Sharp is selling this double 11 Internet TV. The dark horse attracted the attention of the industry. Of course, Sharp's outstanding performance can also represent a proof of strength after being acquired by Foxconn. From the advantages of traditional hardware, it has gradually shifted to the content aspect.
Foxconn’s acquisition of the full use of English by Sharp’s new president, Dai Zhengwu, solved the problem of effective communication between Chinese and Japanese employees, repurchased Sharp’s headquarters building and covered the mindset of last year’s salary reduction and stability and stability of old employees; and ensured that ordinary employees did not reduce their pay. Under the circumstance, more stringent cost-reduction plans, such as adjustments to high-level payrolls and vehicles, will be established to establish a “personnel system with clear rewards and punishmentsâ€, and efforts will be made to reduce the logistics costs of Sharp; the formerly separate branches will be reintegrated and recovered. Outsourcing, lowering borrowing interest, strengthening the rights and responsibilities of various business entities, etc.; intensifying the promotion of original products and encouraging Foxconn employees to purchase from inside and out inventory, reducing the large variety of large appliances, especially smart TV models, and improving raw material procurement and software Fragmentation of maintenance.
Through these measures, Sharp's semi-annual report (April-September) achieved an operating profit of 79 million yen for the first time in nearly three years, turning losses into profits. However, it should be noted that the realization of the deficit basically comes from the internal efforts to tap and throttling, and to achieve growth. Mainly the home appliances sector.
New Sharp's transformation
In the mid-October of 2016, Yunqiu Convention and Technology Co., Ltd. announced the launch of Sharp Internet TV and Alibaba.com, and the launch of the dual 11 at Tmall and Suning. This marked the launch of the first new Sharp product. Sharp, a TV traditional brand that has been a century old, began to transform, and it is the first of its kind in the transition of international TV brands to Internet TV.
New products on the hardware, especially the split series, use two large screens that are currently used in the industry. The software is used by Ali to use the latest YunOS for TV6.0. There is no advertising within 10 seconds. Many of Youku's VIP members donated 32 months of Internet TV weaknesses and content resources.
In terms of price, the integrated Sharp and Foxconn have changed from the former external foundry relationship to the internal divisional cooperation. The integration brings Sharp 10th generation line screens, color-tuning-speed optimization technologies, and Foxconn’s material procurement and assembly manufacturing. Warehousing logistics and other aspects of the combination of high efficiency and low prices; and Internet e-commerce platform for the first sale to reduce the middleman links and store costs, compared to the original offline sales of the same product has dropped a lot, the price highlights.
In more than two months, New Sharp can say that the first battle was a success, but it was only the first contact battle. The collective downturn of other imported brands has not yet been transformed. There are fewer people recognized by high-end TVs made by domestic brands. Sharp splits 70-inch products to create a double 11 The first sales volume of household electrical appliances should be said to be mainly after spotting a full range of opponents to play a weak joint, while 45-inch, 50-inch products in the same size and specifications of the competition did not prevail, follow-up market strategy or follow-up It is also necessary to observe whether the product can be changed.
The era of content is king, the brand's "door-to-door" in the Internet market
From price to hardware, Internet products have undergone changes in two eras, and this year's trends are gradually returning to the essence: content, in the era of consumer upgrading, in addition to the user’s trust in the brand, content is the most important factor attracting them. Manufacturers such as Xiaomi, Leshi, Sharp, etc. have also seen this trend. In contrast, low-cost strategies have been difficult to become growth drivers for TV sales. Technology-based brands represented by Sharp have begun to make efforts, of course, hardware. The technology is also a manifestation of the essential value of the product. If the hardware is likened to green leaves, and the content and software are safflower, both software and hardware are the kings of the Internet in the future.
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, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
Behind the rapid growth is the strong demand of users for content
According to iResearch's "China Internet TV Research Report 2016", although the sales growth rate of smart TVs has stabilized after the outbreak in 2013, the proportion of flat-panel TVs sales is increasing. It is expected that 2016 will account for the entire The TV market will account for more than 85% of sales, and by 2018 it will reach over 93%. The annual sales volume will exceed 52 million units, and the total inventory will exceed 200 million units:
Industry-defined Internet TVs and smart TVs do not mean whether they can play or mainly rely on the playback of Internet video resources. The broad sense of smart TVs include Internet TVs. In fact, narrow-minded smart TVs specifically refer to traditional flat-panel TVs that increase the number of relevant smart modules to achieve Internet connectivity. Video resources and other aspects are not significantly different from traditional TV; narrowly defined Internet TV refers to proprietary brands and models that are mainly used for the playback of Internet video resources and are designed and developed, manufactured, distributed, and sold primarily on the basis of Internet considerations.
LeTV basically counted the first pure internet TV brand, followed by the emergence of nearly 20 pure internet TV brands such as millet, micro-whale, storm, popularity, and PPTV after the 2013 outbreak. There are also a number of traditional TV brands in China. The launch of Internet TV sub-brands such as Skyworth's Cool Open, Haier's Card, Konka's KKTV, etc., has become the king of online sales after 2 or 3 years, accounting for 70% of the total sales of smart TVs on the Internet. The above not only greatly squeezed offline sales channels, but also forced most brands in Japan, South Korea, and Europe into the dilemma of low-end and high-end market share and sales.
What is Internet TV's most attractive to users?
Industry surveys show that one is price and the other is content. In terms of price, in the same size and specifications, Internet TV is on average 20% lower than domestically produced traditional TVs. This part is partly due to the fact that Internet TV brands are basically asset-light operations. The more important aspect is that Internet-based online sales are reduced. The 2-3 storey middleman links can achieve obvious price advantages. In terms of content, traditional TV brands have mostly realized smart parts in smart TVs in the past, with low configuration, and they value cooperation with license providers to obtain legal qualifications. In terms of the user’s choice to install, the Internet TV brand is based on rich experience in operating Internet products. The hardware configuration is often higher than that of traditional TVs in the same file, and it can achieve a relatively smooth experience. It also pays more attention to content resources, including LeTV and PPTV. It started as a video platform itself, or other brands such as Xiaomi, Weixiao, etc. actively cooperate with iQiyi, Mango, Youku and other online video resource providers, or buy TVs to send video VIPs or provide highly favorable videos. VIP purchase price attracts users, plus UI interface, firmware optimization Respect more in place than traditional TV brands, get accustomed to Internet shopping experience to support young people not difficult to understand.
Where are the pain points for Internet TV users?
Traditional TV brands and Internet TV brands each have their own advantages and disadvantages:
After rapid growth and rapid increase in market share, domestic Internet TV brands also encountered some problems:
1. Strong hardware dependency: The mainstream of TV smart chips adopts Mstar chips, a few use Qualcomm and AML chips, only very few use domestic Huawei chips, and hardly any one has the ability to independently research and develop intelligent control chips; the high-end panel relies on Sharp. Suppliers such as Samsung, LG, JDI, Innolux and other Japanese and South Korean and Taiwanese manufacturers use very few domestically produced panels such as BOE, and their own large-size panel production capacity is even more rare.
2. Insufficient core technology: Do not say that compared to Sharp and Sony, even if the core technology of the pure Internet TV brand is almost completely absent compared to the domestic traditional TV brands, the hardware basically belongs to building blocks of television, especially In terms of color, picture quality optimization, dynamic compensation, backlight control, etc., which are of vital importance to TVs, it is only possible for the solution providers to use what they have. The same LCD panel and the same intelligent processing chip solution have made TV color performance and The difference in picture effect is more obvious.
3. Too many advertisements: Although television products of the Internet TV brand have price advantages, more and more TV advertisements have caused many users to feel uncomfortable. Some TVs have to open for a half-minute or even 1,2 minutes. Some TVs that enter the local video player and want to play U-disk movies can't escape advertising claws. There are more and more online videos that are not VIP members. Title advertisements have been used for 120 seconds. All of these make consumers upgrade. You may no longer choose this brand when you are on TV or when you purchase a second station.
IResearch's survey also showed that the user satisfaction is highest in terms of smooth playback, picture quality, rich content, and responsiveness.
Transformation, the only way for traditional manufacturers to "survive"
From the above perspectives, traditional TV brands want to achieve a breakthrough in online sales and have a place in the Internet TV market. Transformation is the only way to go. This year's "Shuang 11" Sharp was actively transformed after the acquisition of Hon Hai Foxconn was the first international brand to launch a pure Internet TV manufacturer, Sharp chose not to be an independent sub-brand and design, development, cooperation and sales channels to Internet TV The trick is to play the exclusive series, the advantage of this approach is to avoid unnecessary internal friction and make full use of existing brand awareness and reputation.
Sharp aspirations Taobao “Double 11′′ large home appliances sales top, is seen in recent years, major international brands, which is extremely valuable in the online sales channel is commendable, Sharp is how to achieve this goal? This had to make people look back and look at Sharp's changes after Hon Hai Foxconn came in.
Behind Foxconn's Backing, Sharp Turns Losses
Having said so much, brand manufacturers want to take root in China and must go through localization changes. The double 11's data can also prove this enough. It is not difficult for us to find that Sharp is selling this double 11 Internet TV. The dark horse attracted the attention of the industry. Of course, Sharp's outstanding performance can also represent a proof of strength after being acquired by Foxconn. From the advantages of traditional hardware, it has gradually shifted to the content aspect.
Foxconn’s acquisition of the full use of English by Sharp’s new president, Dai Zhengwu, solved the problem of effective communication between Chinese and Japanese employees, repurchased Sharp’s headquarters building and covered the mindset of last year’s salary reduction and stability and stability of old employees; and ensured that ordinary employees did not reduce their pay. Under the circumstance, more stringent cost-reduction plans, such as adjustments to high-level payrolls and vehicles, will be established to establish a “personnel system with clear rewards and punishmentsâ€, and efforts will be made to reduce the logistics costs of Sharp; the formerly separate branches will be reintegrated and recovered. Outsourcing, lowering borrowing interest, strengthening the rights and responsibilities of various business entities, etc.; intensifying the promotion of original products and encouraging Foxconn employees to purchase from inside and out inventory, reducing the large variety of large appliances, especially smart TV models, and improving raw material procurement and software Fragmentation of maintenance.
Through these measures, Sharp's semi-annual report (April-September) achieved an operating profit of 79 million yen for the first time in nearly three years, turning losses into profits. However, it should be noted that the realization of the deficit basically comes from the internal efforts to tap and throttling, and to achieve growth. Mainly the home appliances sector.
New Sharp's transformation
In the mid-October of 2016, Yunqiu Convention and Technology Co., Ltd. announced the launch of Sharp Internet TV and Alibaba.com, and the launch of the dual 11 at Tmall and Suning. This marked the launch of the first new Sharp product. Sharp, a TV traditional brand that has been a century old, began to transform, and it is the first of its kind in the transition of international TV brands to Internet TV.
New products on the hardware, especially the split series, use two large screens that are currently used in the industry. The software is used by Ali to use the latest YunOS for TV6.0. There is no advertising within 10 seconds. Many of Youku's VIP members donated 32 months of Internet TV weaknesses and content resources.
In terms of price, the integrated Sharp and Foxconn have changed from the former external foundry relationship to the internal divisional cooperation. The integration brings Sharp 10th generation line screens, color-tuning-speed optimization technologies, and Foxconn’s material procurement and assembly manufacturing. Warehousing logistics and other aspects of the combination of high efficiency and low prices; and Internet e-commerce platform for the first sale to reduce the middleman links and store costs, compared to the original offline sales of the same product has dropped a lot, the price highlights.
In more than two months, New Sharp can say that the first battle was a success, but it was only the first contact battle. The collective downturn of other imported brands has not yet been transformed. There are fewer people recognized by high-end TVs made by domestic brands. Sharp splits 70-inch products to create a double 11 The first sales volume of household electrical appliances should be said to be mainly after spotting a full range of opponents to play a weak joint, while 45-inch, 50-inch products in the same size and specifications of the competition did not prevail, follow-up market strategy or follow-up It is also necessary to observe whether the product can be changed.
The era of content is king, the brand's "door-to-door" in the Internet market
From price to hardware, Internet products have undergone changes in two eras, and this year's trends are gradually returning to the essence: content, in the era of consumer upgrading, in addition to the user’s trust in the brand, content is the most important factor attracting them. Manufacturers such as Xiaomi, Leshi, Sharp, etc. have also seen this trend. In contrast, low-cost strategies have been difficult to become growth drivers for TV sales. Technology-based brands represented by Sharp have begun to make efforts, of course, hardware. The technology is also a manifestation of the essential value of the product. If the hardware is likened to green leaves, and the content and software are safflower, both software and hardware are the kings of the Internet in the future.
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, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
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