2015 Internet TV 7 the great transformation

Internet TV in the old and new brands last year after the first round of fighting, 2015 no longer meant to calm. TV plus, millet kicked off like a cut, the way horses Stampede in this market. The beginning of the year, Dr virtual operation Shangpeng television announced the launch of its own brand, Tencent games began working with Hisense … … With the emergence of new competitors, 2015 competition will become more intense.
Intense competition due to market saturation. In 2015, China TV market growth will slow, or even drop slightly. According to Orville consulting (AVC) company data, TV market, the volume of retail sales will be up to 44.1 million units this year, down 1.1%, and retail sales of 137.1 billion yuan, down by 6.2%.
No incremental TV markets will have changed? First of all, from the above data, the decline in retail sales indicate the brand’s price wars will continue. Secondly, the TV brand original pattern will be broken and reshuffle the cards. In addition, the market will enter a long stock market in the future, the depth of the old and new brands in addition to enhanced TV features smart, will pay more attention to the vertical integration platform will emerge, including O2O, user’s ecosystem, experiential marketing and content operations marketing patterns will result in profound changes.
Shuffle: TOP 6 patterns of traditional TV brands will be broken by impact
TV saturation of the market also enhance competition in the old and new brands. In accordance with the relevant data show that by the end of 2014, smart TVs in China, a total of 31.1 million units. Among them, the Hisense 8 million, TCL650 million, 4.5 million Skyworth 6.3 million, CHANGHONG, KONKA 4 million, Hale close to 4 million, 300,000 TV plus 1.5 million, millet. According to TV plus plan, 2015 will reach 4 million units were sold. Therefore, the TOP TV brand or 6 patterns will be broken, industry concentration will be further improved.
Brand new pattern will render a shovel-shaped structure. For traditional TV brands to 2015 is a year, the pressure comes not only from the Internet brand, also from foreign brands.
Two building platforms Rodeo begins
Although TV plus TV‘s “hardware + software + content + platform” model questioned by millet, claiming it is a closed model can not be continued. But the “platform” was copied by major TV brands, and began active enclosure. For example, TCL earlier began to adjust their business structure, from the original product business areas, increasing the services business area, venture capital and investment industries. TCL said it would focus on a product experience, payment, logistics, the one-stop scheme as well as value-added services.
Niche based on TV application platform will begin to appear. Hisense is the most typical cooperation last March 11 video firm, Hisense was originally to become a television content platform provider, these video content aggregation to the Hisense TV platform for enterprises, but the form of this model with the administration of the Internet TV terminated for tight regulation. Although TV manufacturers could not cooperation with video sites directly, but after video, TV games, educational application to appear on the TV platform, for example, Hisense started working with QQ games. This year, the TV companies will continue to cooperate with many game companies, creating games on the TV platform.
With the development of Internet tools, TV‘s traditional hardware downstream pattern will transition to the platform. In 2015, smart logistics, big data, O2O and financial platform building after entering the fast lane, including the ability to provide sales, logistics, financial and other support of the integrated platform, the enterprise will gradually open third-party platform to social enterprises. Therefore, the 2015 model year would be the TV industry’s platform.
Voice will be expanding the content of the three licensees licensees also began to snatch the market
SARFT last year reaffirmed “181th text”, and following a strict supervision on Internet TV industry, mastering the Internet TV ‘ token “7 major licensees say increased.
In the 7 largest Internet television licensees, CNTV, bestv in Shanghai, Hangzhou, China, that is, with a content of licence, all the major TV brands have lined up to work with him, and licensees of the horse mango TV is in the last year the partnership with TCL, several TV makers such as Samsung, eat TV market. Even if there is no content licensees CIBN, South media also began to intensify their home turf, just last year, the CIBN has joined forces with YouTube to set up joint ventures.
Licensees will become the object of zhongxingpengyue this year, whether to form a joint venture or a profit-sharing are indispensable in its shadow.
Established four profit models: advertising, game will reap the benefits
No incremental television market, all TV brands will focus on hardware other than the business model. TV has the advantage of large screen, HD technology, playing attractive video content. Videos in the TV business model is now in early last year and started this year with. TV plus TV business model is advertising, user-late renewals, as well as on demand. Aiqi arts and TCL, mainly on mango TV advertisements and on-demand charge, in addition, TCL also worked with cinemas, users can watch and theaters showing the film. In order to stimulate the user’s on-demand content, TCL has adopted the “users click on ads to earn gold coins” free way to watch content, which makes TCL can be obtained rapidly along with the company on advertising is divided into.
In addition, the first year of 2015 is known in the trade as a video game, TV brand to more free content resources that games bought props, such as easier access to benefits, this year we will see the emergence of different gameplay and business model of the TV.
Five hardware: quantum dot, surfaces, thinnest television television, fastest 64-bit TV began to blossom
At the recently concluded CES exhibition, including Samsung, Haier, Hisense, CHANGHONG, etc, all released quantum dot TV, the breakout 100% gamut of quantum-dot televisions this year will become the mainstream television branding.
According to the aoweiyun network (AVC) forecast data shows that 2015 surface TV sales will reach 1.5 million units, 3%;OLED TV sales will reach 100,000 units of permeability, permeability of 0.2% wide color gamut of TV sales will reach 3.2 million units, permeability of 7% ultra thin televisions will reach 1 million units in sales, penetration rate of 2%.
In addition, the TV will provide greater development of this between 85-inch and 55-inch large-screen LCD TVs will have become the mainstream of the living-room TV. And as the earlier released in ultra thin TVs such as LG, Sony, thickness is less than 7.5mm ultra thin TVs is expected to surpass 1 million units.
TV‘s current trend of IT becoming clear that each TV brand, and upgrading the hardware performance, fastest processor 64-bit chip TV will also be a main TV products this year.
Six software and applications: the game will increase horsepower
2015 intelligent will accelerate the upgrade of TV iteration. First, television will become smarter, businesses are beginning to use cloud computing, big data, precise analysis of user behavior, including automatic search, interact will be widely used. Second, accessibility, and brands began to do last year, “subtractive”, through a more streamlined menu, remote control, and began to include voice recognition, touch control, UI interface is much simpler. Third, after video last year, games, education will become another TV‘s main applications. Four scenes of applications, for example, a video shop will develop this year, at this year’s CES show, TCL has launched a video-based interactive applications such as shopping, and said it will be rendered in the new products in 2015.
Television as an Internet hub for the carrier of the family, more businesses including millet started to think of television as the control center of the family, based on applications will occur between family members, such as TV can detect usage of home appliances, and so on.
Channel seven: 020 and mobile acceleration
Traditional TV brands with offline channels, including custom built stores, started with the line-mate. For example, Skyworth plans this year will be more than more than 4,000 community shop and its website combination of cool open shop online and offline, and Haier is used as a third-party logistics platform covering plans for day Shun start O2O category IV. This is the traditional industry into an important strategy to the Internet.
Meanwhile, traditional television last year to build a new TV brand online, accelerated the online scale breakthrough. AVC is expected in 2015, TV will be online on the size exceeded 10 million units. Each TV brand line will make up over on 15%-20%.
And the mobile Internet for e-commerce opens new window. Mobile marketing new consumer will bring three or four, five or six lines increase, while one or two line the city’s consumers are moving from the PC side to side migration. As 2015 payments systems perfect and convenient, as well as the enhancement of mobile interactive experiences, mobile TV industry share will rise from 19% in 2014 to 2015, 40%. by 2016 will implement a reverse-hit and exceed PC-side. At present, some TV manufacturers had reached 40% per cent of mobile.