There are nearly 20 domestic Internet TV companies. In 2015, under the environment of competition and incentives in the color TV industry, there has been a continuous influx of new troops into this “Red Sea†and the development of Internet TV has ushered in a new era.
Internet impact traditional market forced TV high-end transformation
The global economic situation is declining, but China's color TV industry is experiencing a trend of contrarian growth due to continuous “heat supplementsâ€. According to AVC big data, China’s color TV market retailed at 46.74 million units in 2015, a year-on-year increase. 4.8%, including 13.01 million units of online channel sales, accounting for 28%, an increase of 65% year-on-year. Among them, the share of Internet brands has doubled. In 2014, they only occupied 5% of the shares, and in the following year, they reached 10%.
When it comes to Internet companies, they have to mention the issue of price. I believe many TV buyers in the next two years will find that TV prices are getting cheaper, and many of them are attributed to Internet brands.
Internet brands are different from traditional businesses in that they do not need stores. As long as one web page can solve problems, they do not need factories, products only need to be designed, production depends on foundries, and they eliminate many costs. The price war between friends and merchants was fierce, and the price of TV was very low. As a result, the prices of the entire industry have been declining. Internet TV mainly relies on content to make profits.
It is such a "zero cost" strategy that is like a blockbuster bombing traditional TV makers. Many companies are facing elimination, but some companies have begun to embrace the Internet and started to open up Internet brands and increase online sales channels.
The low-cost strategy has given the TV industry a certain amount of breathing space, and the threat posed by the television companies still exists objectively. In the case of overcapacity and excess products in the entire household appliance industry, including the Internet companies, all TV companies have begun to take the high-end line.
High-end priming surface or another outlet
High-end TVs began to show off in early 2015. From the screen to the picture quality, etc., a series of hardware has been gradually upgraded. The popularity of 4K has been further improved. It is reported that in 2015, global panel UHD penetration reached 16%, an increase of 8.5%. The domestic retail UHD penetration reached 31%, an increase of 17%. In 2015, China's UHD new products were listed at 504 units, compared with 301 units in 2014, an increase of 167% year-on-year, and the same-size price was lower than in 2014.
From the screen size point of view, the average size of the color TV in 2015 reached 44.5 inches, an increase of 2.3 inches compared to 2014. In particular, the size share represented by 47/49 inch and 55 inch has been greatly improved. The share of 55-inch TVs has been the most significant, increasing by 6.8%. Compared with the previous 32-inch, the share has dropped significantly, and the share has dropped by 8%. According to Ovid Cloud Network, in the coming 2016, 65-inch will become the Red Sea.
The quality and size of TVs have been developing upwards. Not only that, the classic TVs have been kept in a straight shape, but the curved TVs in the past two years have gradually moved from niche high-end products into the eyes of the general public. In 2015, the penetration rate reached 2.8%.
The fiery appearance of the curved TV in the past two years is not just relying on the appearance of a new standard. The immersive experience is its biggest promotional selling point. Similar to the IMAX screen seen in a movie theater, a slightly curved screen can provide a better wrap-around look. , to provide users with more in-depth viewing experience. For example, Samsung added a “depth†contrast adjustment mechanism to image processing, not only for 3D images, but also to enhance the viewing effect of 2D images and make the screen more depth-wise.
Moreover, in terms of size, the curved screen gives people a greater sense of perception than a flat panel TV of the same size, and the visual field is wider, because the slightly curved edge toward the user can be closer to the user and achieve the same viewing angle as the center of the screen. The surface design increases the visual image range, and the screen display can be seen even at an appropriate angle on the side of the television.
Not only that, the curved screen meets the characteristics of the human visual structure. It can make every point on the screen reach the same distance from the eye, eliminating the visual distortion of the edge of the screen and creating the most natural and comfortable look and feel.
In order to seize the market, many manufacturers have launched their own curved surface televisions. On March 23, Xiaomi launched the 3S 65-inch ultra-thin surface television.
Millet TV 3S 65 inch slim curved TV is a 4K TV. Built-in MStar 6A928 TV processor unique MACE-Pro4 UC + fourth-generation high-definition image engine, including a variety of image enhancement technology, the use of high saturation technology, NTSC up to 85%, higher picture reality. Built-in 6M60 independent flagship image processing chip, equipped with high-end dynamic compensation program, and support MEMC motion compensation technology.
It follows the split design of the millet TV 3, completely separates the host from the screen, which allows the screen to be ultra-thin, while the separated host can also take into account the speaker function, standard independent TV audio, built-in 4 2.5 inches The subwoofer and two 20-ball dome tweeters with Dolby Dolby Audio technology support virtual surround, bass boost, dialogue enhancement, and automatic volume balance. It is understood that the TV is priced at 8,999 yuan, but with a low price but high.
Intelligent in power TV is content king
The "international hurricane" that has played a heroic role in color TV growth has not only lifted the bottleneck of color TV growth, but also pushed Internet companies like Xiaomi to people's eyes.
In the past two years, television intelligentization has basically become a standard. In 2015, the cumulative number of smart TVs reached 105 million, and the penetration rate of smart TVs reached 73%. The activation rate of smart TVs reached 83%. As of the end of 2015, the number of televisions in China exceeded 100 million, reaching 105 million. On this basis, the sales of boxes related to smart TVs also exceeded 60 million units. This shows that the video ecology based on the TV scene has matured and the profit model has become clearer.
According to the data from Ove Cloud Network, 52% of consumers believe that they have a willingness to pay for television content and are willing to pay for smart TV content. The core requirement of users is content, and the intelligence of TV is basically based on the content. Smart TV can provide users with content resources that cannot be reached by traditional TVs. It is relying on its powerful intelligent networking experience to install various types of application software. , to obtain Internet, including video, games and other types of entertainment content.
Millet took into consideration high-end hardware products and rich content. Its free content reached 83.7%. Xiaomi TV members (iQiyi VIP members) were recently launched by Xiaomi TV and iQiyi. They only need to purchase for the first time. With a delivery fee of 199 yuan, you can enjoy the unlimited viewing of the paid content on Xiaomi TV within one year, and you can also get a VIP membership for the year of Iqiyi's PC and mobile terminals.
The content construction of Xiaomi TV is focused on aggregating and opening. At present, it has accessed GITV's central Galaxy Internet TV integrated broadcast control platform and CNTV's future TV integrated broadcast control platform, and has taken over 4 of the country's 7 content licensees. Millet spent hundreds of millions of dollars to establish a hundred video site alliances, including film, television drama, variety, sports, animation, children, education, documentaries, including the core categories of film and television content. Throughout 2015, the volume of Xiaomi TV has tripled compared to 2014.
Internet impact traditional market forced TV high-end transformation
The global economic situation is declining, but China's color TV industry is experiencing a trend of contrarian growth due to continuous “heat supplementsâ€. According to AVC big data, China’s color TV market retailed at 46.74 million units in 2015, a year-on-year increase. 4.8%, including 13.01 million units of online channel sales, accounting for 28%, an increase of 65% year-on-year. Among them, the share of Internet brands has doubled. In 2014, they only occupied 5% of the shares, and in the following year, they reached 10%.
When it comes to Internet companies, they have to mention the issue of price. I believe many TV buyers in the next two years will find that TV prices are getting cheaper, and many of them are attributed to Internet brands.
Internet brands are different from traditional businesses in that they do not need stores. As long as one web page can solve problems, they do not need factories, products only need to be designed, production depends on foundries, and they eliminate many costs. The price war between friends and merchants was fierce, and the price of TV was very low. As a result, the prices of the entire industry have been declining. Internet TV mainly relies on content to make profits.
It is such a "zero cost" strategy that is like a blockbuster bombing traditional TV makers. Many companies are facing elimination, but some companies have begun to embrace the Internet and started to open up Internet brands and increase online sales channels.
The low-cost strategy has given the TV industry a certain amount of breathing space, and the threat posed by the television companies still exists objectively. In the case of overcapacity and excess products in the entire household appliance industry, including the Internet companies, all TV companies have begun to take the high-end line.
High-end priming surface or another outlet
High-end TVs began to show off in early 2015. From the screen to the picture quality, etc., a series of hardware has been gradually upgraded. The popularity of 4K has been further improved. It is reported that in 2015, global panel UHD penetration reached 16%, an increase of 8.5%. The domestic retail UHD penetration reached 31%, an increase of 17%. In 2015, China's UHD new products were listed at 504 units, compared with 301 units in 2014, an increase of 167% year-on-year, and the same-size price was lower than in 2014.
From the screen size point of view, the average size of the color TV in 2015 reached 44.5 inches, an increase of 2.3 inches compared to 2014. In particular, the size share represented by 47/49 inch and 55 inch has been greatly improved. The share of 55-inch TVs has been the most significant, increasing by 6.8%. Compared with the previous 32-inch, the share has dropped significantly, and the share has dropped by 8%. According to Ovid Cloud Network, in the coming 2016, 65-inch will become the Red Sea.
The quality and size of TVs have been developing upwards. Not only that, the classic TVs have been kept in a straight shape, but the curved TVs in the past two years have gradually moved from niche high-end products into the eyes of the general public. In 2015, the penetration rate reached 2.8%.
The fiery appearance of the curved TV in the past two years is not just relying on the appearance of a new standard. The immersive experience is its biggest promotional selling point. Similar to the IMAX screen seen in a movie theater, a slightly curved screen can provide a better wrap-around look. , to provide users with more in-depth viewing experience. For example, Samsung added a “depth†contrast adjustment mechanism to image processing, not only for 3D images, but also to enhance the viewing effect of 2D images and make the screen more depth-wise.
Moreover, in terms of size, the curved screen gives people a greater sense of perception than a flat panel TV of the same size, and the visual field is wider, because the slightly curved edge toward the user can be closer to the user and achieve the same viewing angle as the center of the screen. The surface design increases the visual image range, and the screen display can be seen even at an appropriate angle on the side of the television.
Not only that, the curved screen meets the characteristics of the human visual structure. It can make every point on the screen reach the same distance from the eye, eliminating the visual distortion of the edge of the screen and creating the most natural and comfortable look and feel.
In order to seize the market, many manufacturers have launched their own curved surface televisions. On March 23, Xiaomi launched the 3S 65-inch ultra-thin surface television.
Millet TV 3S 65 inch slim curved TV is a 4K TV. Built-in MStar 6A928 TV processor unique MACE-Pro4 UC + fourth-generation high-definition image engine, including a variety of image enhancement technology, the use of high saturation technology, NTSC up to 85%, higher picture reality. Built-in 6M60 independent flagship image processing chip, equipped with high-end dynamic compensation program, and support MEMC motion compensation technology.
It follows the split design of the millet TV 3, completely separates the host from the screen, which allows the screen to be ultra-thin, while the separated host can also take into account the speaker function, standard independent TV audio, built-in 4 2.5 inches The subwoofer and two 20-ball dome tweeters with Dolby Dolby Audio technology support virtual surround, bass boost, dialogue enhancement, and automatic volume balance. It is understood that the TV is priced at 8,999 yuan, but with a low price but high.
Intelligent in power TV is content king
The "international hurricane" that has played a heroic role in color TV growth has not only lifted the bottleneck of color TV growth, but also pushed Internet companies like Xiaomi to people's eyes.
In the past two years, television intelligentization has basically become a standard. In 2015, the cumulative number of smart TVs reached 105 million, and the penetration rate of smart TVs reached 73%. The activation rate of smart TVs reached 83%. As of the end of 2015, the number of televisions in China exceeded 100 million, reaching 105 million. On this basis, the sales of boxes related to smart TVs also exceeded 60 million units. This shows that the video ecology based on the TV scene has matured and the profit model has become clearer.
According to the data from Ove Cloud Network, 52% of consumers believe that they have a willingness to pay for television content and are willing to pay for smart TV content. The core requirement of users is content, and the intelligence of TV is basically based on the content. Smart TV can provide users with content resources that cannot be reached by traditional TVs. It is relying on its powerful intelligent networking experience to install various types of application software. , to obtain Internet, including video, games and other types of entertainment content.
Millet took into consideration high-end hardware products and rich content. Its free content reached 83.7%. Xiaomi TV members (iQiyi VIP members) were recently launched by Xiaomi TV and iQiyi. They only need to purchase for the first time. With a delivery fee of 199 yuan, you can enjoy the unlimited viewing of the paid content on Xiaomi TV within one year, and you can also get a VIP membership for the year of Iqiyi's PC and mobile terminals.
The content construction of Xiaomi TV is focused on aggregating and opening. At present, it has accessed GITV's central Galaxy Internet TV integrated broadcast control platform and CNTV's future TV integrated broadcast control platform, and has taken over 4 of the country's 7 content licensees. Millet spent hundreds of millions of dollars to establish a hundred video site alliances, including film, television drama, variety, sports, animation, children, education, documentaries, including the core categories of film and television content. Throughout 2015, the volume of Xiaomi TV has tripled compared to 2014.
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