2015 Top Ten Focus of China's Consumer Electronics Industry

For the consumer electronics industry, 2015 is a sorrow and joy. "Sadly" is that after experiencing the rapid development of blowouts over the past 10 years, since 2015, the growth rate of the entire consumer electronics industry has begun to slow down, and even declined. Manufacturers have to obtain a difficult market environment. survive. "Happiness" is that Internet companies have flooded into the traditional consumer electronics industry, which has brought a sturgeon effect, and huge market pressure has caused major manufacturers to strive for product innovation, cross-border joint, trying to plug the Internet for businesses and products. Wings.

Internet impact

[Event Review] Under the demonstration effect of Xiaomi and Leshi, internet companies began to concentrate on the color TV industry in 2015: PPTV launched three PPTV-55T, 55P and 43P products on July 29; Micro-Whale Technology officially launched a 55-inch 4K smart TV in Shanghai, which opened its way into the color TV industry. On September 23, the four companies of Megan, Oriental Pearl, Haier and Gome Group shouted "3 years of 1200" The slogan of 10,000 TV sales, and on December 10, released three Internet TV products in one fell swoop; on December 2, Storm Technology also played a split-body design, launching three different versions of Storm Super TV.

[Comment] At present, the market share of Internet brand television is gradually expanding. Data indicate that in the next 2016, Internet brands may expand to 20% market share. Under the impact of Internet brands, most mainstream TV brands suffered losses in the first three quarters of 2015. In this situation, traditional color TV companies are transitioning from relying on the profitability of hardware to the profit model of “products + services,” coupled with oversupply in the market, and industry consolidation will come in 2016.

Smart home "wind storm"

【Event Review】Smart Home has become a key point in the development of the entire consumer electronics industry: at the beginning of the year, Xiaomi and 13 lighting companies signed the “Jointly Constructed Smart Lighting Joint Statement”. Xiaomi teamed up with these lighting companies to jointly promote smart lighting in the home. April 8th, TCL smart home strategy exposure, and other home appliances counterparts is not the same, TCL's smart home strategy covers the cloud, smart terminals, APP applications, smart gateway "four-in-one"; August 12, Huawei Haier officially signed a strategic cooperation agreement to jointly build a smart home ecosystem...

【Comments】 In 2015, the most popular keyword in the consumer electronics industry is none other than “smart home”. From WiFi-controlled smart air conditioners to rice cookers equipped with smart modules... It seems that overnight, all consumer electronics are smart. However, many so-called smart products simply add modules such as WiFi, or just support the control on mobile devices. They are far away from real intelligence, and an important reason that hinders the intelligentization of home appliances is the lack of a unified standard. Therefore, in order to truly realize intelligence, all companies need a unified entrance to form the “ecosystem” of smart homes, which is also the most important task for all companies in the future.

E-commerce "pain points" are magnified

【Event Review】 The annual Double 11 is the most important annual sales promotion in the Chinese e-commerce industry. According to the data of Alibaba Group, as of 11:00 pm on November 11, 2015, the transaction volume of Alibaba's 2015 Lynx Double 11 reached 91.217 billion yuan, a year-on-year increase of 59.7%. The explosive growth of China's e-commerce sector has set a new record year by year. At the same time, some entities and businesses have begun to “not calm down” and listed out the “deteriorations” behind the e-commerce glory: First, counterfeiting; and second, Poor logistics and return policy experience; the third is to trap the entire industry in a vicious circle of "price wars."

[Comments] The e-commerce company's "pain points" have been frequently referred to by entities and businesses, and are constantly being magnified so that they ignore the two facts that are changing. On the one hand, e-commerce's self-improvement has never stopped and a breakthrough has been made. For example, as e-commerce companies build their own logistics platforms, they have forced professional logistics companies to continuously improve their professional standards. In the past few years, people have criticized the online shopping flow experience has made a breakthrough. At the same time, the Internet has accelerated the flow of information, breaking the previous pattern of information inequality, and making various barriers no longer hierarchical. On the other hand, in the era of economic downturn, e-commerce can make enterprises return to the essence of products and manufacturing. As far as the current stage is concerned, the impact of e-commerce is squeezing the entities' mode of operation from simple and brutal to fine and individual.

Cross-border cooperation

[Event Review] The rivals who have been fighting for years suddenly smile and share their enemies. This plot is not only found in film and television dramas. The consumer electronics market in 2015 has similar situations, and more than once: August 10th. The Alibaba and Suning Cloud Businessmen who had previously played a big battle with water had announced a strategic cooperation. The two sides will integrate superior resources and try to open up online and offline channels. What is even more surprising is that the TCLs, which were originally “out of sight” to each other LeTV announced on December 11 that LeTV will invest nearly RMB 1.9 billion to subscribe for new TCL multimedia shares, and the two sides will form a multi-dimensional deep strategic cooperation in strategic resources and business models through capital alliances.

【Comment】 It is obviously that on a weekday it is the enemy's death, playing and clamoring for some time, but suddenly "love". Ali and Suning, LeTV, and TCL are such homes. The previous second, they were not able to tolerate the fire. In the next second, they broke the “spark of love”. Their marriage tells us that there are no eternal enemies in the mall. When they find common interests, they can shake hands and become friends of mutual cooperation. Together, they are even more foretelling that in the “Internet Plus” era, the convergence of companies has become a major trend.

Display technology dispute

[Event Review] From the dispute between Quantum Dots and OLEDs at the beginning of the year to the competition between curved TVs and flat TVs in the middle of the year, and to the controversy over laser TVs and OLED TVs at the end of the year... The smart TV market in 2015 was brilliant, focusing on display screens. With various technologies and concepts, major manufacturers launched a round of round-to-air battles.

[Comment] Each battle involves the interests of the different vendors and the technologies behind them: After careful analysis of this year's wars and struggles and OLED battles, we will find that despite the fact that the front-run companies are domestic TV makers, But behind them are the two giants of South Korea’s Samsung and LG. Because China's color TV manufacturing companies are relatively weak in terms of innovative R&D capabilities, many domestic manufacturers are accustomed to taking a wait-and-see approach to innovative technologies introduced by foreign companies, and then follow the trend passively. Where the panel industry does not have the right to speak and the patented technology does not have much competitiveness, China's TV companies are more likely to strive for consumers through conceptual marketing.

Domestic mobile phone melee

【Event Review】From April 14th, LeTV launched a super mobile phone 1 to May 6 Qihoo 360 released a new mobile phone brand "Qi-Cool". From November 24, Xiaomi pushed the Red Rice Note 3 to December 29th. Hammer Technology The forthcoming T2 mobile phone... The domestic major smart phone brands have ushered in a wave of hair-raising frenzy in 2015. In the peak of the month of October, nearly 20 brands of ink painting are on the stage.

[Comments] The new show gathered together became a scenic line for smart phones in 2015. For many giants, because smart phones are the center of mobile Internet, this is a card slot battle for mobile Internet portals. As one of the high-profile markets in the world today, the competitive level of smart phones is self-evident. With the further increase in industrial concentration, the smart phone industry is becoming a game among giants, but the lack of innovation is still a difficult situation for domestic smart phones.

PC winter

[Event Review] After leaping into the first two years of global PC sales, Lenovo announced that its PC performance has dragged down the company's overall performance, resulting in a sharp decline in net profit. On August 13, Lenovo Group announced its unaudited financial results for the first quarter of fiscal year 2015. Net profit fell by 51% year-on-year to US$105 million. Yang Yuanqing, president of Lenovo, frankly stated that the PC market has experienced a serious decline and Lenovo has faced the biggest challenge in seven years. Coincidentally, once a net profit was second only to Lenovo, and Founder Technology, which has long been listed as a leading PC company in China, earned revenue of 4.237 billion yuan in the first three quarters of this year, a decrease of 9.63% from the same period last year.

[Comment] Today's PC market can be said to be "a mournful place". The continuous decline in PC shipments and the decline in the overall market capacity are well-known facts. In the future, there will be fewer and fewer PC makers who can live well. As the rise of mobile computing and cloud computing will not be conducive to the development of the PC market, some companies will become sacrificers in the transition to the "third platform technology." It is estimated that by 2020, some companies with PC as the main business may be acquired, merged, gradually shrink, or transition.

VR enterprise brush exists

[Event Review] Virtual Reality ("VR") has a long way to go from mainstream consumer electronics, whether domestic or foreign. Despite this, VR companies are always "squeaking out" to brush their presence: On January 22nd, Microsoft launched the stunning AR glasses HoloLens at the Windows 10 conference, wear it, and you will see virtual in the real world. Objects or information; June, Google at the Google I/O Developer Conference held in San Francisco, launched a 360° panoramic camera Jump; November 11, Samsung announced that the Gear VR consumer version is officially open for sale...

[Comments] From the foreign market to the domestic market, from the primary market to the secondary market, the enthusiasm and attention of the VR industry are being ignited. At the global level, the commercialization of VR is also generally accelerated. However, this is a protracted war. This wave of technological innovation has still required technological advancement. In general, at present, the domestic VR industry is still in its initial stage of development. The domestic manufacturers participating in the VR industry must face the gap between foreign technology research and development levels and product experience, as well as the development and excavation of the consumer market, the improvement of the VR industry chain, and the development of application distribution. Many challenges.

Truss wind

[Event Review] The war of words in the consumer electronics industry has almost never stopped from time to time. In the field of smart TV, first Xiaomi announced on June 10 that the program content on the Xiaomi TV platform had exceeded LeTV several times. LeTV immediately counterattacked on Weibo saying that Xiaomi’s content was not its own, but “a loose alliance”; In October, LeTV and Kukai started a verbal war on the ecology and quality of Internet TV.

In the area of ​​e-commerce, such "mutual encounters" are not uncommon. On November 3rd, Jingdong Group reported Ali to the State Administration of Industry and Commerce's real name to “disrupt the order of e-commerce market”. On November 4th, Tmall responded that the market inevitably has hype, but it cannot always stay on hype, let alone touch porcelain. As a business; then, on November 5, Suning and Jingdong also started shelling.

[Comment] 2015 is too busy. Some people fight to defend their own brand reputation. Some people deliberately create a marketing event to deliberately create a gimmick. Some even use it to take advantage of opponents, while price war, concept warfare, and technology. Battles and saliva warfare have been moved by major manufacturers. As the most popular marketing tool of the moment, this not only meets everyone's gossip psychology, it makes eye-catching, and the most important thing is that it also saves a lot of advertising costs! However, manufacturers can not only see the positive effect of "truss" but ignore its drawbacks. That is, in the process of killing each other, it will inevitably expose some problems of the enterprise itself and it is easy to fall. The end of the game. For consumers, we should not simply be happy to see their killing process, but we should carefully pay attention to whether the root cause of the war really infringed the rights of users.

Personnel changes

[Event Review] Under the turbulent situation, the personnel changes of consumer electronics companies in 2015 were also volatile: On June 23, the general manager of the Oaks air-conditioning company, Qian Xufeng, left the company for 11 years on the grounds of “sickness”; September 10 In the evening, Konka announced that Liu Dan, who had been in office for less than three months, was suspended from the position of Konka President. Liu Fengxi, Chairman of the Board, served as the President. On October 13, Hisense Group announced that Liu Hongxin replaced Yu Shurong as the president of Hisense Group Co., Ltd.... ...

【Comments】 The "Internet +" trend has led to changes in the industry, but also has a great impact on the layout of personnel. In the same way that coaching exchanges with performance in past years, the personnel changes in consumer electronics companies this year certainly have performance-level considerations, but what is more important is the strategic needs of companies. For example, Konka's coaching change is to smooth out the conflict between major shareholders and small and medium shareholders; Oakes's coaching change is the original reason for the trader to resign and find a more suitable person to take over. For consumer electronics companies that are in desperate need of innovation and vitality, “changing blood” is not necessarily a good thing. Whether it is Oaks, Konka or Hisense, it is necessary to find its own "Noah's Ark" in the complicated domestic and international market competition.