[Huicong Guangwang] LeTV's disintegration has caused many people in the industry and outside world to lose confidence in Internet TV. The outside world is looking forward to seeing how LeTV has risen in the face of a series of storms. Of course, the movements of other Internet TV manufacturers other than LeTV have also received much attention.
LeTV Zhixin released a full letter today, saying that the current company has encountered setbacks, to make glory a history, and let the spirit last forever.
“The Super TV business is operated by independent legal person LeTV. We are an independent company with independent operation capability, complete value chain, professional team and closed-loop commercial value.â€
Le Shizhi said that any rumor can not and will not affect the operation and future of this company. Win-win is the basis of all cooperation.
Le Shizhixin said in the letter that the super TV business will go all out to the strategic goal of “becoming a family smart big screen internet platform operator†and move forward firmly!
LeEco has firmly continued to move forward on the road of Internet TV. With the accumulated technical system, R&D system, product system, professional team and operational experience, the original TV business will continue to flourish.
Not only did LeTV encounter Waterloo in 2017, but other Internet TV manufacturers also suffered a lot in the competition in the Internet TV market. The market value of the storm, which is known as "Little Music", has accumulated more than 30 billion yuan in market value over the past two years. Its first half of 2017 financial report shows that the cash flow generated by Storm Group's business activities is -136 million yuan, and the net profit has dropped significantly compared with last year. . Immediately afterwards, the watch TV TVTV with the background of the national team also exposed layoffs and defaulted suppliers. The company's founder, Fu Qiang, later admitted that the company is undergoing staff adjustment and optimization, delaying the settlement of project payments.
In the period of LeTV's heyday, the micro-whales that can compete with LeTV also circulated negative rumors of financing difficulties and huge losses, which made people worry about their business conditions. Xiaomi is the only profitable brand among several major Internet TV brands this year, but its global market share has only increased by 0.4%, and it still cannot fully fill the huge market space that LeTV has vacated. Xiaomi has a complete eco-industry link, and its smart products are involved in everything from mobile terminals to home smart terminals. It is not anxious to invest huge amounts of money in the TV field to seize the share. It is not too laborious to maintain the original market share. LeTV’s empty market space is no better.
Other Internet TV manufacturers, such as micro-whales and storms, have begun to shift their positions and shift their eyes and capital from the TV market to the projection market.
Reduced view?
In 2017, in the Internet TV camp, brands such as CANTV and micro whales have launched more than one projection product. Xiaomi also launched the Mijia Laser TV in June this year, and on November 6th, the storm also locked its eyes on the projection products.
It can be seen that in the face of the huge fluctuations in the cost of the display panel, the product line that no longer needs the screen is developed, and many of the current Internet TV brands have become their own life-saving straw.
According to data released by Aowei Cloud, from January to July this year, the online sales volume of smart micro-investment products with a weight of less than 1KG is only 190,000 units, with a total price of 390 million yuan, even if more than one kilogram of smart micro-investment products In addition, the total amount is difficult to exceed 300,000 units.
Looking at the TV industry, according to the "2016 China Color TV Market Semi-annual Summary Report" jointly released by China Electronic Video Industry Association and Aowei Cloud Network, the domestic retail sales of color TVs reached 21.81 million in the first half of 2017. Taiwan, the retail sales are at a high level of 74 billion yuan.
Compared with the TV market, the market for micro-investment is really not enough. Is it really wise to give up TV to micro-investment?
Strong attack?
According to ZDC's "Q3 China projector market brand attention distribution" released in 2017, the new brands involved in projection products have emerged in recent years, but the traditional projector brands remain firmly in the top of the market attention. Traditional brands such as Epson, BenQ, Sony, Panasonic, and NEC still occupy the majority of the market. There are no chips in the hands of brand manufacturers that have lost in the Internet TV market. Why can they shake the traditional dominance of the projection market?
It is also necessary to prepare for analysis of its strengths and weaknesses before entering a mature market. If these Internet TV manufacturers can actively innovate in the TV field, investing technology, capital, and talents in their fields of expertise and producing more competitive products, is it more evoking the public's confidence in them?
For those Internet TV brands that do not make TV well in the billion-dollar market, the prospect of relying on projection products to shake the market is not optimistic.
Is it too early?
Compared with the mature market and the TV form that has been familiar to consumers, it is impossible to continue to expand the projection product market. Do users really need this invisible screen?
From the price point of view, the low-cost strategy of the TV market has already allowed users to form consumer expectations for Internet TV. Buying a 55-inch big-brand 4K TV will only cost less than 3,000 yuan, and you can enjoy membership services for free. Free access to premium content. The price of the projection market ranges from 1,000 yuan to 10,000 yuan. Watching the same quality video content, the projector costs at least twice as much as the TV, and the quality of the projector is not good. Among the projection products launched by these Internet TV brands, The hardware dimension of display resolution and so on is still more than one body behind TV, full of a lot of 720P products, and even some 1080P products can be called high-end.
From the user's habit, the deep-rooted habit of the Chinese is to remotely operate a machine called a TV set, and to choose the program they like at any time, whether it is day or night, can have the same visual experience. If you have a wall in front of you, or a wall with poor visual effects during the day, you need to pull the curtains to see the video wall, and you need to reserve a clean white wall for projection at home? In most homes with up to 75-inch screens, the projection device can easily project hundreds of inches of display area. However, do you really reserve a white wall of more than 120 inches for watching TV? Or, are you really willing to accept video content with a display area of ​​more than 100 inches in the 4K TV era, but with a resolution of only 1080P or even 720P? A projection, a big house? How many users can afford?
Now that the projection industry is still not popular, it is a bit premature to prematurely invest in TV to projection. For Internet TV manufacturers, it is not necessarily a vitality.
There is no sunset industry, only companies that are stagnant, whether in Internet TV or in other industries, only companies that are deeply entangled in the industry can become industry leaders. After seventeen years, Digital Video has been committed to innovation in the broadcasting and TV industry and is now a leading company in the broadcasting industry.
Editor in charge: Song Bingjie
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