From recent intensive new product launches, it can be felt that the television industry has a great momentum of “wolf smokeâ€.
On March 22th, the rising star released a 55-inch PRO new product, which is already its second new product in 2016;
On March 24th, Xiaomi TV 3S released two new products, formally entered the surface market, 43-inch and 65-inch to help complete the "size line";
On the same day, the entrepreneurial team “Rice Meters†released the new product, the Mi Mi H1, with a projected area of ​​up to 6 meters wide. The team also claims that no-screen TV will overturn traditional television in 5 years.
In addition to the intensive release of new products in the past few days, Internet TV began as the leader of LeTV, and the home appliance giant Hisense ULED TV will be released in mid-April.
I believe that everyone here has seen the fierce competition in the television industry. Why is there an "intensive release"? Here are some possible reasons:
1. This year is the Olympic year. The Summer Olympic Games is about to open. This world-renowned event will activate or pre-users' demand for TV. The major manufacturers will naturally not miss this golden opportunity and vigorously carry out "Olympic Marketing";
2. In the traditional sense, April is the peak season of the TV industry. After the Spring Festival manufacturers suppress the purchase demand for TVs, they will usher in a golden buying time in April. Manufacturers will seize an important period before this;
3. The competition in the TV industry has become increasingly fierce. The development of the Internet economy has made it more and more “consumer electronicâ€. This is the most important reason.
TV is "consumer electronic"
1, product fast-displacement
It was long ago that some people came to the conclusion that smartphones are fast moving and the average cycle for users to replace smart phones is 14 months. However, the cycle of TV replacement in most Chinese homes is 4-5 years. Compared with mobile phones, TV is a “home consumer product†and does not belong to individuals. Therefore, it has different logic of consumption decision making. More importantly, it is more durable.
With the "intellectualization" of television, new features and high configurations continue to drive users to speed up the frequency of television updates. TVs are "quick-displacement" - its attention is much higher than in the past, and people are talking about more occasions. TVs and TVs can have their own fans, their own communities, and they can constantly escalate and iterate, which is hard to imagine in the traditional television era.
It is precisely because of the "quick consumerization" of television that it is necessary to adopt marketing and operations similar to smartphones.
2. Marketing Internetization
Ten years ago, TVs were not marketing, but they were just taking the traditional route. They mainly did brand advertisements. Giants such as Hisense, Samsung, etc. invested huge amounts of money both in TV stations and in outdoor advertising, strengthening consumers. The brand image in the minds of distributors and formed a powerful network of channels.
After entering the mobile Internet, it is not enough to rely solely on traditional media to build brands. More and more users are turning their attention to the mobile Internet and are accustomed to receiving information on the mobile Internet and are accustomed to interacting with brands rather than being “instilledâ€. . The conference represented by the Internet marketing means precisely caters to such changes in demand. In the field of mobile phones, whether Apple or Xiaomi or a hammer, many players can quickly form their own brands, and they can all skillfully use the “conference†tool. In addition, social marketing, community operations, and new media have all formed their own methodologies.
3, the intense competition
Internet TV players can be called the trout of the television industry. Before the players such as LeTV, Xiaomi, and Xiao Wei entered the market, the attention of the Chinese TV industry in the general public was not as high as it is now. It seemed a bit dead and heavy. A few years ago, some veteran giants still looked down on “internet players,†because hundreds of thousands of Internet TVs were not worth mentioning in the market of 50 million units a year.
Now, almost all the veteran giants have realized the importance of the Internet: It completely deconstructed the original world view of television manufacturers, because today's television is not a TV three years ago, it is not just a television program monitor, but A computer device that sticks to users, in addition to loading content, can also be used for online education, home entertainment, and even smart homes. This redefines the value of TV manufacturers and brings a whole new space for imagination. Smart TVs allow TVs to enter. The new "golden decade."
In the wave of smart TV, the veteran TV giant is not lost, but is very excited because there are more things to do. More and more veteran TV giants began to embrace the “smart TV boom.†Yu Zhitao, chief executive of Haishi Cloud, disclosed that in 2015, the penetration rate of smart TVs has reached 85%, and intelligence has become a standard. China’s TV industry, apart from hotels and other commercial TVs In addition, 90% of TV sets are Internet TVs. China’s largest TV brand, Hisense, announced that its smart TV users have exceeded 17 million and achieved success in “smartâ€.
Now, intelligence has become standard on television. As more and more new players enter the game, the veteran giants are actively transforming themselves. The result of the confrontation between the two factions is fierce fighting. Internet companies and entrepreneurial teams as the core of the "new forces" intensive release of new products, even if the crash was released on the same day; curved TV, split TV, 4K TV, Quantum TV, ULED, HDR many concepts emerge one after another. This is the appearance of "killing." Under the water, TV brand makers are still wrestling with secrets. For example, manufacturers are making great efforts to develop new display technologies. Some manufacturers are spending a huge amount of money to lay out the content. No one wants to miss the golden of "smart TVs." ten years.
The wine is also afraid of the deep alley
New players in the television industry are familiar with using the Internet as a tool to gain attention, gather users, and create an atmosphere. At this point, the veteran giants are a little inferior, some because the mind is solidified, and others are beginning to emulate but have yet to learn the essence. . It is precisely because of this that the "new player" accounted for a lot of money, and there is a lot of "chaos punched and killed the master" momentum.
For example, millet TV 3S released a 65-inch curved TV and became the first curved TV to receive more attention. What many people do not realize is that, a year ago, Hisense introduced the first ULED curved television with quantum dot technology, and adopted its own technology: Hisense's unique ULED technology, which cooperates with 3M to launch quantum dot-based 4K curved TV. On the other hand, millet and LeTV, although they all have curved TVs, their curved screens are provided by Samsung. Another example is the promotion of “no screen technology†by KIM, but in 2014, Hisense released 100 “laser theatersâ€, which are also screenless TVs. In addition to these technologies, veteran TV giants also have more explorations on technologies such as HDR and MEMC (motion compensation).
However, in the Internet age, “wine fragrance is also afraid of a deep alleyâ€, brand predators can be more confident in their own technical strength, but also need to tell these technical advantages to consumers, and establish more interaction and connection with consumers - more The exact statement is the user, not the consumer. Hisense and Samsung giants have accumulated more core technologies in hardware research and development and have gone further in the exploration of TV cutting-edge technologies. This is one of the core advantages of “new player playersâ€. Many years of operation on the channel has created another advantage. After all, the pre-sales experience is still very important, especially new technologies such as curved surfaces. If the veteran TV giant can consolidate these advantages and make good use of the Internet for marketing and interaction, there is no fear of new players.
With the participation of Internet TV players, the television industry has been completely activated. The market demand for fast-displacement products, the trinity business model of "content + software + hardware", and television manufacturers have higher discourse power in the industry chain. Words are positive changes. In addition, the smart TV's fire has made China's local TV brands more powerful and more aware of their presence. Therefore, it seems that the Director-General of Internet TV has far more advantages than any other. The television industry is completely “intelligentâ€. Different players can learn from each other, promote domestic new technologies, increase the value of the TV market, and explore more business models. "This cake is bigger and will make the cake in the living room entertainment bigger.
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