In 2015, the penetration rate of domestic smart TVs will reach 75%. The domestic market has so far sold 70 million smart TVs, accounting for 14% of all TVs. Smartphones realize value outbreaks when their share of possession reaches 10%, but television value outbreaks are later than mobile phones. So when will the value chain of smart TVs break out?
Since the beginning of this year, smart TVs have continued to heat up, regardless of capital markets or consumer markets. In addition to the traditional six domestic brands and foreign brands, licensees, content providers, channel distributors, and operators have come to join the television industry after Levision and Xiaomi and other Internet companies have entered the television field. BestTV, Youku TV, Suning PPTV TV, and Barley TV And so on.
With the intensification of competition, in order to compete for users, TV screens and price wars intensified, Xiaomi 40-inch TV 1999 yuan, Konka Youku TV 43 inches 2699 yuan. Under such circumstances, can color TV manufacturers get their own piece of cake?
The answer is yes. First, the Internet company took the initiative with the Color Power Plant this year. Tencent Gaming has cooperated with Hisense, Konka, TCL, etc. Ali also cooperated with Haier, and the cost of obtaining a user for the Internet company also required 100 yuan. The cost of getting users is even lower. Second, the fragmentation of color TV technology has made it difficult for one company to fully control the technology. Third, there is also the problem of television monitoring.
TV manufacturers have also made great efforts to tap the commercial value of TV screens this year. The product definition of TV is making a breakthrough in cross-border development. TV will become a carrier of cultural content. Users will not be able to bury the bill and will be determined by experience. In addition, the TV application scenario is also cross-border, extending to the retail and education fields, but it also has to solve several problems of touch, thin and light, and big data applications.
TCL aims at consumer demand for smart TVs, and will make key breakthroughs in video and games this year. In the video field, it will focus on cooperation with future TV, Tencent video, and Korean K-channel. In the game field, it will join hands with Tencent to conduct comprehensive and in-depth cooperation in content, control, and hardware.
Changhong is also optimistic about video games. In the Geek 2 smart TV, a chip was added to the video game. Yang Dan, head of research and development at Changhong, said that this can improve the user experience and can get big data on user behavior. Skyworth Cooca launched a "triple play" TV this year. The UI and content of the elderly, young people, and children when they turn on the TV are all different.
In fact, most smart TVs currently rely on hardware to make money. The average price of smart TVs is 25% higher than that of regular TVs.
Although many color power plants are now promulgating the increase in the number of active users per day, the "users who develop smart TVs are relatively slow." The issues that need to be resolved include: First, the application of specialized APPs for smart TVs is far less than that of mobile phones; second, there are too many choices for the interaction modes of smart TVs, but it is still not convenient; third, TV payment is not convenient enough; After-sales service, you need to become a sales guide.
Of course, the prospects for smart TVs are very tempting. The television broadcasting system of domestic TVs has reached 150 billion yuan a year. It is estimated that 10% of them will be transferred to the smart TV terminal. That is, it will reach the scale of 15 billion yuan. Will our smart TVs be ready to take over?
Finally, there is one point to note: TV manufacturers and Internet companies also need to solve the problem of who the user belongs to. For example, Skyworth and Alibaba cooperated on TV, and users either created Skyworth or Ali and the upgrade was completed by Ali or Cool. Therefore, cooperation between color power plants and Internet companies is still shallow, and most of them are only cooperation of certain models. The industry should cooperate with a more open mind to jointly tap the smart TV cake.
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