Analysis on the development trend of domestic TV i

Analysis on the development trend of domestic TV industry in 2017

looking back on 2016, the domestic TV industry is in the "Warring States era". Both traditional TV brand manufacturers and new Internet companies are "Eight Immortals crossing the sea, each showing their magic powers" to promote the advantages and advantages of their brand to consumers. Sing it, and we will be on the stage, which can be described as the king flag of changes in the city. But for consumers, faced with waves of new technologies, new concepts, new terms and so on from various TV manufacturers, they have been dizzying, let alone identifying the authenticity; In the fierce competition among major TV manufacturers, consumers bid farewell to 2016 with a spectator mentality and ushered in 2017 in an instant

what is the development trend of the domestic color TV industry in 2017? Then let's analyze it here

first, the ecological competition of Internet enterprises is silent. TV has returned to its "original intention"

August 22, 2014

in September 2012, LETV super TV was released for the first time. LETV has put traditional TV brand manufacturers in a passive position with its new concept and playing method of ecological competition. Then, Xiaomi, popular, storm, barley, 17Tv, pptv, micro whale and other Internet enterprises tried to water the color TV industry, and launched their own ways of playing

as a cross-border player who takes the lead in "eating crabs", LETV is naturally the leader in ecological competition. LETV and smart electricity should be checked regularly; Depending on the cost price of terminal products, even lower than the cost of external sales, supplemented by the content resource income of LETV video, the goal is to compete for the traffic entrance of smart TV terminals as much as possible. From the perspective of occupying the entrance and cashing in traffic, other Internet enterprises have set up intelligent terminals. At present, nearly 20 Internet enterprises have entered the television industry, which has a strong impact on the online market. According to the 2015 TV market sales data released by zhongyikang, LETV's online market share exceeded TCL's 9% with 10%. 9% and 9% of Skyworth. 8%, second only to Skyworth's 14%. The sales volume of LETV smart TV exceeded 3million in 2014 and 6million in 2015. By the end of October 2016, the total sales of LETV super TVs had reached 9million. The emergence of super TV has reduced the average price of smart TV in the whole industry by more than 30%

however, there was a counter attack in the second half of 2016. LETV announced that the prices of some super TV models were increased by 100-200 yuan. The reason was that the panel supply was insufficient and the panel price continued to rise, which brought the rapid expansion of LETV super TV to an abrupt end. People began to question its ecological competition model and believed that this model would be unsustainable, according to Professor of marketing at Shanghai Advanced Institute of finance Chen Xinlei, the vice president, is the most representative. He believes that although LETV's revenue doubled, its profit margin continued to decline, falling from 16% in 2012 to 0 in 2015. About 7%. At the same time as LETV's share price, the asset liability ratio has soared for four consecutive years (56%, 58%, 62%, 77%), which is far higher than the industry average debt ratio. This shows that the paid income of members is not enough to support the expansion of "LETV mode" and make up for the loss of hardware. LETV, which is short of funds, had to split its business for continuous financing. In 2015, LETV's total financing was about 17.9 billion yuan. Jia Yueting also temporarily alleviated the shortage of funds by means of equity pledge and cash out for many times. This is the sequelae of LETV ecological "hemopoiesis" that cannot make up for industrial expansion and hardware burn

in 2016, traditional TV brand manufacturers who are familiar with LETV's ecological competition have gradually leveled the gap with LETV, and have joined forces with video companies such as Tencent, Youku Tudou and iqiyi to make up for their shortcomings in content. Correspondingly, LETV's advantages in video copyright and video resources have been lost. The content differentiation between video stations is not obvious, and users do not necessarily lock in a certain membership. Therefore, LETV's core advantages are neither obvious nor stable

due to the complexity of LETV's "platform + content + terminal + application" combination ecosystem, LETV has successively cut into the bottom line of government environmental regulation, such as film and television production, television, e-commerce, bicycles, smart cars, etc. 1 and then fell behind in many fields. The elements of LETV ecosystem are too discrete to see the context of energy and value transmission. The ecological framework and software and hardware capabilities are not in place, and an ecosystem has not really formed

therefore, in 2017, the ecological competition of Internet enterprises fell silent, and the TV set returned to its "original intention". The era of competition, which is still dominated by hardware, has arrived, which is the best good news for traditional TV brand manufacturers. At present, TCL, Skyworth, Hisense, Konka, Changhong, Samsung, LGD and other TV brand manufacturers have begun to refocus on the field of hardware manufacturing and return to the "original intention" of hardware as the king

second, the online sales volume will occupy 30% of the overall market, and the construction of Internet TV brand will be gradually high-end.

according to the statistics of quarkdisplay, the total sales volume of domestic color TV sets in 2016 exceeded 48million; It is estimated that the sales volume of flat-panel TVs in 2017 will be 53million, with a year-on-year increase of more than 10%. In terms of channels, it is estimated that the online sales of flat-panel TVs will account for 32% of the overall market and 25% of the sales in 2016. In 2017, flat panel TV online sales will account for 30% of the overall market

in 2016, traditional TV brand manufacturers launched high-end Internet TV sub brands in order to gradually build high-end TV brands, and this trend will be postponed to 2017. At present, Hisense has released the high-end Internet TV sub brand "vidaa"; SKYWORTH continues to scale up its Internet TV sub brand, Kukai smart TV, and TCL launched its high terminal brand XESS (Chuangyi); LG released the super high-end household appliance brand "lgsignature (seal)" and so on

according to the latest research of WitsView), due to the shutdown of Samsung L and the sharp turn of sharp panel supply strategy recently, the large-size panel market will not be light in the off-season in the first half of 2017, and the variable of supply and demand in the second half of 2017 may gradually rise. It is estimated that the oversupply index in 2017 will be 3% of that in 2016. 3% is similar, which is 3. 2%。 It can be seen that the online sales volume of Internet TV brands in 2017 will account for 30% of the overall market, and the advantages of Internet TV brands will be further expanded

third, with technology as the core, global TV brands will be divided into three camps

when the ecological competition is silent and the hardware manufacturing returns to the "original intention", the major TV brand manufacturers begin to tilt more resources to the TV hardware, and continue to develop new display technologies to form a new ecological competition pattern based on new display technologies. From the perspective of technology, Skyworth, Hisense and TCL are not at a disadvantage in the competitive landscape because they have mastered the advantages of the supply chain. Although international TV manufacturers represented by Samsung and LG are also traditional TV manufacturers, they are maintaining their competitive advantage over domestic TV manufacturers through core technologies in various fields such as screens and processors

in 2016, the application of AMOLED display technology, quantum dot display technology and laser display technology has gradually matured and improved. Based on these technologies, global TV brands will gradually divide into three camps in 2017. AMOLED TV camp represented by Skyworth and LG; Quantum dot TV and surface TV camps represented by TCL and Samsung; The 4K laser TV camp represented by Changhong chiq will gradually emerge in the TV market in 2017

IV. global TV brand manufacturers have moved from competition to competition and cooperation

according to Lu Renbo, Deputy Secretary General of the China electronics chamber of Commerce, the pressure of competition in the TV market is increasing. Through the integration of the industrial chain, TV brand enterprises will bid farewell to fighting alone and move towards the "competition and cooperation" stage. Under this trend, the new TV market pattern is expected to be reshaped

in the era of global TV brand manufacturers moving from market competition to competition and cooperation, this is the trend and mainstream. For example, Skyworth, together with BOE and Hisilicon, jointly built China's first independently developed OLED TV; Hisense and TCL have launched in-depth cooperation in the TV LCD panel business, and the two have become true "friends"; Vidaa has reached strategic cooperation with iqiyi, Huashu, Tencent video and other video platforms; Iqiyi takes 1. RMB 500million invested in Kukai TV under Skyworth; Samsung cooperates with Huashu in the layout of educational content resources; Konka cooperates with Tencent, Youku, iqiyi, Huanggang middle school, etc. to integrate video, education and other resources; Changhong and Tencent Penguin TV announced that they will conduct in-depth cooperation in the operation of smart TV content

when domestic stations are the channel of video content, the resource integration of upstream content producers (film and television companies, etc.), downstream hardware manufacturers (Internet TV) and TV OEM manufacturers (Hon Hai) has gradually become the mainstream, such as the resource integration of traditional TV brand manufacturers with Tencent, Youku Tudou, iqiyi and other Internet video enterprises; Cooperation between LETV, Xiaomi and other Internet enterprises and foundry giant Hon Hai; TCL, Hisense and Skyworth extend to the upstream panel industry chain, participate in shares or cooperate, etc., and the trend of global TV brand manufacturers towards competition and cooperation in 2017 will be unstoppable