Maybe two years later, this Internet TV war can be seen, but no one in the two camps has the advantage of winning.
On May 7, 2013, LeTV joined forces with Sharp, Qualcomm and Foxconn to release the world's first quad-core smart TV X60 in Beijing, priced at 6,999 yuan, and also released an entry-level smart TV S40, priced at 1999 yuan, since the Internet The war on television began to kick off.
Who is the cake that Internet companies have made on TV?
LeTV is the first Internet company to launch smart TV. Internet companies are more focused on marketing. Internet-based TVs need to be iteratively fast, giving users a common sense of newcomers. All of these are not available to traditional color TV companies. The Internet TV we are talking about in this article is not simply a TV that can access the Internet, but a smart TV that operates with Internet thinking.
The idea of ​​traditional color TV companies to make TV is to make money by hardware. Therefore, when LeTV and later millet TV prices came out, the "old antiques" of traditional color TV companies were quite unacceptable, and even a "Lee will definitely die" speech. However, the surge in LeTV's share price reflects the recognition of this practice in the capital market.
The emergence of LeTV represents the differentiation of the TV industry into two camps. Internet companies are a camp. Traditional color TV companies are a camp. Before the companies such as Xiaomi joined, the camps of Internet companies were still relatively thin.
The first battle between the two camps broke out between LeTV and Sharp. On May 27th, Sharp (China) Investment Co., Ltd. issued a statement on the official website of Sharp China, saying that there is no commercial cooperation or contact between LeTV and Sharp. LeTV or false propaganda. LeTV said in the promotion of TV that it adopted the Sharp X-ray X-type super-crystal panel, but on July 12 last year, Sharp has sold part of its shares to Foxconn, and Sharp SDP officially changed its name to Sakai Display Products. LeTV is tit for tat, saying that “it will not be distracted from any research and development cooperation with the old school that does not have the ability to develop smart TV, dare to embrace change, and hinder technological innovation and industrial progress.†The last farce is gone, but this incident reflects It is obviously the resistance of traditional color TV enterprises to the new idea of ​​Internet TV.
The first phase of LeTV's promotion was based on the theme of “subversionâ€. Changhong opened the energy-saving Huimin countdown activity on May 17, and lowered the price of the 60-inch U-MAX smart TV to 6,999 yuan, with the intention of telling the TV recruits that the music subversion does not exist. Hong Shibin, vice chairman of the Marketing Committee of China Household Appliances Business Association and famous industrial economic critic, said that for the TV industry, LeTV "has the value of squid, there is no subversion value", Lu Yibo, deputy secretary general of the China Electronic Chamber of Commerce, also said that From what angle, LeTV is hard to compete with traditional color TV companies in the short term.
Although not optimistic, Internet TV is still developing in its own way. September 2013 is definitely a time worth remembering for Internet TV. A large number of Internet TVs have been launched at this time, including the controversial Xiaomi TV. TCL iQiyi TV, Skyworth Aliyun TV, and Konka KKTV, which are cheap 4K, are traditionally used on the Internet. The launch of these products indicates that the emerging Internet camp has touched the interests of these veteran manufacturers and forced them to move to avoid being “subvertedâ€.
Where is the short board of the Internet camp?
At the beginning of LeTV's TV production, Hong Shibin pointed out that there are five major obstacles in the development of LeTV's smart TV, namely, consumer groups, product after-sales, product quality, pirated millet and competitive environment. In Hong Shibin's view, LeTV's consumer groups and color TV strategy are inconsistent. The focus of color TV strategy is in the 3, 4 and 5 market, and e-commerce is closely spaced from this market. It is difficult for LeTV to extend its reach to the 3, 4 and 5 market. In addition, quality is not a matter of integrating resources, it takes time to sink, and the low price of LeTV Super TV is based on the lack of after-sales service, which is risky even if it is compensated. More importantly, the pattern of home appliances is stable and the cost of competition is high. LeTV, with its so-called resource integration and price advantage, wants to subvert the industry.
Li Dongsheng, chairman and CEO of TCL Group, also wrote an article titled "Internet TV: This is not a zero-sum game". He has deeply thought about Internet TV. Li Dongsheng believes that the advantage of Internet companies lies in "soft power." For example, LeTV's video, Xiaomi's MIUI, can be converted into a new TV user by the already accumulated users, thereby realizing the extension of the profit value chain, while achieving low selling price through outsourcing of production and service. Internet companies need to solve the problem of hardware experience. At present, the TV industry has formed a complete industrial chain and the threshold is relatively high. For example, Internet companies cannot integrate 4K panel resources. Li Dongsheng also said that Internet TV is essentially an industrial product. Its development requires the accumulation of technology, scale, channels and services by the traditional color TV industry. The TV products of Internet companies are not at the same level as traditional enterprises, so Internet companies The greater significance of joining is to activate the Internet TV industry.
Hong Shibin and Li Dongsheng represent industry experts and traditional color TV camps respectively. The two have high reference value for TV companies to do TV. From the views of Hong Shibin and Li Dongsheng, it is not difficult to see that no matter the industry or traditional color TV enterprises are not optimistic about TV companies in the Internet, they believe that the biggest threshold is that they cannot break the existing pattern. Although their opinions are not correct, they are also crucial. .
I think there are five shortcomings in the Internet camp. One is the consumer group, the other is the integration of hardware resources, the third is capacity and sales volume, the fourth is policy supervision, and the fifth is after-sales service.
1) Consumer groups
The problem of consumer groups needs to be viewed from different angles. First, selling TV is not selling mobile phones. For TV, selling to young people is a false proposition. "Aunt" is the most purchasing power, and small white-collar workers renting TVs in first-tier cities. The demand is limited, and more computers, mobile phones, and tablets are used to solve the demand for “watching TV.†The young people in the fourth- and fifth-class cities who are married are not likely to buy TV. Parents will purchase home appliances when they purchase real estate. It is a difficult thing to influence "Aunt" by Internet thinking. Of course, this has its advantages and disadvantages. The Internet camp has its own loyal users. Although its TV products are difficult to reach the "aunt" who are full of purchasing power, they can convert a considerable number of original loyal users. These are also traditional color TV companies. Hard to get.
2) Hardware resource integration
The problems in hardware resources are mainly reflected in the integration of hardware resources. The color TVs are intertwined. If there are not one or two people in the new Internet enterprises, they will have great ability in the industry chain. It is not easy to win resources. In the ability to get 4K panels, but also can not get a lower price, a routing company, no one has no money, the result is to buy a bunch of outdated and high-priced accessories, the product is made after the sound, do TV It is also true.
3) Capacity and sales volume
The integration of hardware resources is directly linked to production capacity and sales volume. Without excellent resource integration capabilities, even if excellent products can be launched, production capacity cannot be ensured, and sales can certainly not be guaranteed. Li Dongsheng slams TV sales of Internet manufacturers and traditional color TV companies are not. The same magnitude, this is also true.
4) Policy supervision
Policy supervision is mainly reflected in the cooperation with relevant departments. For example, the cooperation with the licensee has been investigated. The Xiaomi box has been investigated and dealt with because of “unlicensed operationâ€. Xiaomi TV can be described as “like a thin iceâ€. Xiaomi is cautious and careful. The cooperation with the licensee did not dare to cross the border, for fear of causing trouble again. LeTV originally cooperated with iCNTV. The latest news shows that LeTV has already connected to the Chinese digital platform, but has not given up iCNTV. The products based on these two platforms are also on sale. In fact, one reason for the licensee to cooperate with many parties is also In order to check and balance, although there is no other news at the moment, iCNTV is definitely not good. LeTV's background in the industry is not simple. If it is not so, it will not dare to do this kind of "foot on two boats" and "counter-balance".
5) After sales service
After-sales can't keep up with the problem of service outlets. Xiaomi and LeTV have both made a lot of negatives due to after-sales problems. Although both sides are laying tight service outlets, the products have been sold, but after sale In the process of construction, this method is more risky in the end, and it will inevitably leave the impression that the low price is based on the lack of after-sales. Customers first? Looking at the practice of this kind of after-sales unmovable products, it is obviously not done.
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