In 2016, the sales volume of domestic Internet TV brands exceeded 10 million units, reaching the proportion of 20% of the total market for the first time. In terms of quantity, Internet TV is already reeling. However, on the other hand, Shanghai AWE, one of the world's largest consumer electronics shows and one of the world's three largest consumer electronics shows, presents another scene!
The AWE exhibition opened on March 9th, "Color TV Pavilion" is still the home of traditional brands. Not only is the traditional lineup of exhibitors, product quantity, and booth area occupy an absolute advantage. Even the Internet brands with a lot of influence on the market actually "have never come." In this regard, the industry believes there are two main reasons.
On the one hand, the advantages of the Internet color TV brand are still on the "Internet." The marketing features of these brands focus on "telling your own story on the Internet." The large-scale offline exhibition is the direct PK market. This is because, for the Internet brands whose products are mainly economic, weak in technology accumulation, missing in the manufacturing process, and subject to sales on the strategic route, It will be a "stripe party" with "original appearance."
On the other hand, there has been no real case of profit for the Internet color TV brand. Since last year, LeTV and Xiaomi have publicly raised their prices several times, and the LeTV system has even incurred an arrears crisis. This led to the "very cautious" investment in online marketing of Internet brands. They are more focused on marketing tools that can bring volume and energy in the short term, rather than long-term marketing methods that foster brand technology and quality image.
The above two points are simply that, first, there is a lack of technology-leading products to participate in; second, there is also a lack of value for funds and long-line marketing.
On the other hand, at the AWE exhibition, the traditional TV brand exhibiting trend is still characterized by "innovation." Including the latest OLED, curved surface, HDR, QLED, laser, 8K, all-round ecological application system and so on, constitute one by one innovative highland.
In this regard, participating brands believe that the competition between traditional brands and Internet color TVs has a dislocation structure: that is, Internet brands rely on the so-called “cost pricing†concept, and they mainly sell the most widely sold products; traditional brands are the most popular products and high-end products. The comprehensive layout of the frontier technology. - Only the latter can represent the "evolutionary" direction of color TV products and promote this evolution.
In a sense, Internet brands have become the destroyers of "industry value." What have been the sales of Internet TV brands in the past three years? In fact, it is a game of “Tian Ji’s Horse Racingâ€: Internet brands use “China Horse†to defeat the “dismounting†of traditional brands. This can naturally increase the sales share under the price advantage, but at the same time, it is accompanied by losses in the business operations. LeTV is a typical example: Although there is content subsidy, it still “buys more and loses more†so that its operation must rely on continuous “capital transfusionâ€.
In this regard, the industry described itself as killing one enemy with a loss of eight hundred, and pointed out that this mode of operation cannot be "sustained." In particular, after rising prices of LCD TV upstream components in 2016, Internet brands have had to raise prices, which is a huge problem in their business models.
The concentrated performance of these issues at the Shanghai AWE exhibition is that, although the impulse of Internet brands is more powerful, they will still be at a disadvantage in the PK exhibition where high-end and high-end products are actually played, or even simply do not come to show their faces.
However, Internet brands cannot always reliance on “burning money,†“story,†and “concept.†They still have to “transformâ€. Because profitability is the basic condition for business operations to continue. The author believes that in 2017, Internet brands will take off their underwear and reveal their true content, and they will need to “strive for a transition†for survival.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
The AWE exhibition opened on March 9th, "Color TV Pavilion" is still the home of traditional brands. Not only is the traditional lineup of exhibitors, product quantity, and booth area occupy an absolute advantage. Even the Internet brands with a lot of influence on the market actually "have never come." In this regard, the industry believes there are two main reasons.
On the other hand, there has been no real case of profit for the Internet color TV brand. Since last year, LeTV and Xiaomi have publicly raised their prices several times, and the LeTV system has even incurred an arrears crisis. This led to the "very cautious" investment in online marketing of Internet brands. They are more focused on marketing tools that can bring volume and energy in the short term, rather than long-term marketing methods that foster brand technology and quality image.
The above two points are simply that, first, there is a lack of technology-leading products to participate in; second, there is also a lack of value for funds and long-line marketing.
On the other hand, at the AWE exhibition, the traditional TV brand exhibiting trend is still characterized by "innovation." Including the latest OLED, curved surface, HDR, QLED, laser, 8K, all-round ecological application system and so on, constitute one by one innovative highland.
In this regard, participating brands believe that the competition between traditional brands and Internet color TVs has a dislocation structure: that is, Internet brands rely on the so-called “cost pricing†concept, and they mainly sell the most widely sold products; traditional brands are the most popular products and high-end products. The comprehensive layout of the frontier technology. - Only the latter can represent the "evolutionary" direction of color TV products and promote this evolution.
In this regard, the industry described itself as killing one enemy with a loss of eight hundred, and pointed out that this mode of operation cannot be "sustained." In particular, after rising prices of LCD TV upstream components in 2016, Internet brands have had to raise prices, which is a huge problem in their business models.
The concentrated performance of these issues at the Shanghai AWE exhibition is that, although the impulse of Internet brands is more powerful, they will still be at a disadvantage in the PK exhibition where high-end and high-end products are actually played, or even simply do not come to show their faces.
However, Internet brands cannot always reliance on “burning money,†“story,†and “concept.†They still have to “transformâ€. Because profitability is the basic condition for business operations to continue. The author believes that in 2017, Internet brands will take off their underwear and reveal their true content, and they will need to “strive for a transition†for survival.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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