OFweek smart home network news LeTV's trouble is by no means the reason Xiaomi Weixiao and other Internet color TV brand companies can relax; Sharp Philips' strong, not the full recovery of foreign brands around the market evidence; Hisense Skyworth pressure, more It is not the traditional Nissan Nishiyama brand.
LeTV is not a reason for any vendor
The current color TV industry cannot be summarized with a certain phenomenon. It is not embarrassing what Internet brands subvert and what foreign brands are returning. The key lies in the fact that companies in the industry have encountered an industry problem: they do not make money and demand is still sluggish.
This situation has also appeared many times in the history of color TV in the past decades, but it is not new. However, more and more brands are involved this time, which may become the most complicated and changeable situation so far. There are three main reasons:
For one, the core of the competition is the smart screen entrance. If you understand the color TV industry, I am afraid that the brands involved in the color TV industry in recent years have been surprised. Yes, from 2013, more than a dozen Internet brands have entered the color TV industry. The two years, including Ali and Tencent, also bundled some hardware vendors by means of investments or alliances through the content and system side.
OTT market rises
They are so interested in color TV industry, the key is to look at the entrance of smart home screen, which is the OTT market, and the market's opportunities are relatively recognized. Many of these companies are not short-term profits, but strategic venture capital. There are companies that do not want to make money, and other companies are afraid to prepare for long-term hard times.
Second, the price war will continue for a long time. If we compare the upstream and downstream of the industry chain, we will agree with this judgment. Even in the context of panel price hikes, the entire company did not transfer all the pressure to the consumers. On the contrary, it was constantly reducing prices. For example, in June, when the panel price stabilized, the whole machine began to lower prices again. In July, when the panel price dropped by 5 US dollars, the overall price dropped by 20-30 US dollars.
The panel rose, the whole fell; the panel fell and the whole fell
Obviously, there are vendors who take the initiative to cut prices. This is originally a way to seize the market. Therefore, whether it is the previous LeTV direct hardware free, or the current Philips Philips Sharp advantage of the cost of the industry chain, without exception, the price war continues, and the more intense.
Third, each brand began to form an alliance. Whether it is OLEDs, Quantum Dots, or lasers, the technological debate at this stage is not the same as it was 10 years ago. It is all about relying on the alliance to promote it. Witnessing the good technology leading the market, everyone wants to monopolize this cup, but in fact it is difficult to achieve at this stage. So no matter if it is technology or marketing, these color TV companies have started to huddle. In this case, the competition between the various factions is more intense than ever before. In particular, each camp has bundled several Danao companies and the balance of power is even more prominent. , This makes the already complex TV industry more uncertain.
All brands must be ready to endure hardships. Waiting two years to see them again, the present suffering may be just the beginning.
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