Maybe two years later, the Internet TV battle will be seen, but no one in the two camps is sure of winning.
On May 7, 2013, LeTV, together with Sharp, Qualcomm and Foxconn, released the world's first quad-core smart TV X60, priced at 6,999 yuan, and also released an entry-level smart TV S40, priced at 1999 yuan, since the Internet The TV war began.
Whose cake did Internet companies make for TV?
LeTV is the first Internet company to launch smart TVs. Internet companies focus on product and marketing. TVs based on Internet thinking need to iterate quickly, giving users a new and often-used feeling, all of which are not available in traditional color TV companies. The Internet TV we are going to talk about in this article does not simply refer to a TV that can access the Internet, but a smart TV that uses Internet thinking to operate.
The idea of ​​traditional TV companies to make TV is to make money by hardware, so when the price of LeTV and even the later Xiaomi TV came out, the "old antiques" of traditional TV companies were quite difficult to accept, and even a kind of "LeTV will definitely die" statement However, the surge in LeTV ’s stock price reflects the capital market ’s recognition of this practice.
The emergence of LeTV means that the TV industry has split into two camps. Internet companies are one camp, and traditional color TV companies are one camp. Before Xiaomi and other manufacturers joined, the camp of Internet companies appeared 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 Sharp China official website, saying that there is no business cooperation or even contact between LeTV and Sharp. LeTV may have false propaganda. LeTV said in its TV promotion that it adopted the Sharp X generation X super crystal panel, but on July 12, last year, Sharp had sold part of its equity to Foxconn, and Sharp SDP was officially renamed as Sakai Display Products. LeTV is tit-for-tat, saying that "it will not be bothered to conduct any R & D cooperation with the old school that has no smart TV R & D capabilities, dare to embrace change, hinder technological innovation and industrial progress." In the end, the farce was gone, but this incident reflected It is obvious that traditional color TV companies are resistant to this new idea of ​​Internet TV.
The first phase of LeTV's promotion is "Subversion". Changhong launched a countdown event on May 17 to save energy and benefit the people, reducing the price of the 60-inch U-MAX smart TV to 6,999 yuan. The intention is to tell TV recruits that LeTV subversion does not exist. Hong Shibin, deputy chairman of the Marketing Committee of the China Household Electrical Appliances Business Association and a well-known industry economic commentator, said that for the TV industry, LeTV "has the value of catfish, but no subversive value." From any perspective, it is difficult for LeTV to compete with traditional color TV companies in the short term.
Despite not being optimistic, Internet TV is still developing in its own way. September 2013 is definitely a memorable time for Internet TV. A large number of Internet TVs were launched one after another at this time, including the highly controversial Xiaomi TV, TCL iQiyi TV, Skyworth Alibaba Cloud TV, and 4K Konka KKTV, which are traditionally connected to the Internet. The launch of these products shows that the emerging Internet camp has touched the interests of these established manufacturers, and forced them to have to move to avoid being "subverted".
Where is the weakness of the Internet camp?
At the beginning of LeTV as a TV, Hong Shibin pointed out that there are five major obstacles to the development of LeTV smart TVs, namely consumer groups, product after-sales, product quality, Xiaomi and the competitive environment. In Hong Shibin's view, LeTV consumer groups and color TV strategy focus is inconsistent, color TV strategy focus is in the third, fourth, and fifth markets, and e-commerce is precisely separated from this market, it is difficult for LeTV to extend its reach to the third, fourth, and fifth markets. In addition, quality is not the right thing to integrate resources, it takes time to sink in, and the low price of LeTV Super TV is based on the lack of after-sales service, which is risky even if it is subsequently compensated. More importantly, the pattern of home appliances is stable, and the cost of competition is relatively high. It seems unlikely that LeTV wants to subvert the industry with the so-called resource integration and price advantages.
Li Dongsheng, chairman and CEO of TCL Group, also wrote an article entitled "Internet TV: This is not a zero-sum game", and made in-depth thinking about Internet TV. Li Dongsheng believes that the advantage of Internet companies lies in "soft power" , Such as LeTV's video and Xiaomi's MIUI, with the accumulated users, it can be converted into new TV users, thereby achieving the extension of the profitable value chain, and at the same time achieving low prices through outsourcing of production and services. 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, and its development requires the accumulation of technology, scale, channels and services in the traditional color TV industry. The TV products of Internet companies are not at the same level as traditional enterprises. The greater significance of joining is to activate the Internet TV industry.
Hong Shibin and Li Dongsheng respectively represent industry experts and traditional color TV camps. The two have a high reference value for the view of Internet companies doing TV. From Hong Shibin and Li Dongsheng's point of view, it is not difficult to see that no matter the industry or traditional color TV companies are not optimistic about making TV for Internet companies, they believe that the biggest threshold is that they cannot break the existing pattern. Although their views are not right, they are also crucial. .
I think there are five shortcomings in the Internet camp, one is the consumer group, the second is the integration of hardware resources, the third is the production capacity and sales volume, the fourth is policy supervision, and the fifth is after-sales service.
1) Consumer groups
The problems of consumer groups need to be viewed from different perspectives. First of all, selling TV is not selling mobile phones. For TV, selling to young people is a pseudo-proposition. "Aunt" is the most purchasing power. Demand is limited, and more computers, mobile phones, and tablets are used to solve the demand for "watching TV". The young married couples in the fourth and fifth tier cities are unlikely to buy TV by themselves. Parents will purchase household appliances together when buying real estate. It is more difficult to influence "aunt" by Internet thinking. Of course, this has both disadvantages and advantages. The Internet camp has its own loyal users. Although its TV products are difficult to reach the "aunts" with full purchasing power, they can convert a considerable part of the original loyal users. These are also traditional color TV companies. Hard to get.
2) Integration of hardware resources
The problem of hardware resources is mainly reflected in the integration of hardware resources. The color TV rivers and lakes are intertwined. If there are no one or two people in the newly emerging Internet companies, there is also a great ability to talk in the industry chain. It is really not easy to win resources. This not only reflects Whether you can get a 4K panel, including whether you can get a lower price, a routing company has no one and no money. As a result, it bought a bunch of outdated and high-priced accessories. After the product was made, it was scolded and made TV. This is probably the case.
3) Capacity and sales
The integration of hardware resources is directly linked to production capacity and sales volume. If there is no excellent resource integration capability, even if an excellent product can be launched, the production capacity cannot be ensured, and of course the sales volume cannot be guaranteed. Li Dongsheng criticized the Internet sales of TV manufacturers and traditional color TV companies are not At the same level, this is also true.
4) Policy supervision
Policy supervision is mainly reflected in the cooperation with relevant departments. Taking the cooperation with the licensee as an example, Xiaomi Box has been investigated and punished for "unlicensed operation". When it comes to Xiaomi TV, it can be described as "like thin ice". Xiaomi is careful and careful. The co-operation with the licensee does not dare to cross the line in any way, for fear of causing trouble. LeTV initially cooperated with iCNTV. The latest news shows that LeTV has been connected to the Huashu platform, but has not abandoned iCNTV. Products based on these two platforms are on sale at the same time. In fact, for licensees, one reason for cooperating with multiple parties is also In order to check and balance, although there is no other news, iCNTV is definitely uncomfortable. LeTV is not simple in the industry background. If not, it would not dare to do this kind of "anti-check and balance" stepping on two boats.
5) After-sales service
The failure to keep up with the sales is mainly due to the problem of coverage of service outlets. Both Xiaomi and LeTV have caused a lot of negatives due to the after-sales problems. Although both parties are laying service outlets in full swing, the products have been sold, but the after-sales still In the construction, this method is ultimately more risky, and it will inevitably leave the impression that "low prices are based on the lack of after-sales" for the industry and users. Customers first? Looking at this first-hand approach to unsold products, it is clearly not yet in place.
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