Domestic color TV industry transformation and upgrading: Internet trend

Every transformation and upgrading of the industry is a process of survival of the fittest. In this process, some small and unrecognized companies are expected to become “dark horses”, and traditionally incumbent companies may also be eliminated. Therefore, no company dared to take it lightly.

At present, the birth of smart TV and cloud TV has opened yet another prelude to the transformation and upgrading of China's color TV industry. It also lays down the hardware foundation for color TV manufacturers to extend the Internet. Focusing on intelligent terminals, color TV manufacturers are exploring new development channels and have begun to actively seek cooperation with Internet companies, Internet TV licensees, and other industrial chain parties. With the help of years of deep accumulation in the color TV industry, they are trying to make a new round of transformation. Grasping opportunities in the upgrade and occupying the high ground.

Internetization is a trend Internetization has become an important direction in the transformation of the color TV industry.

Internetization is a revolution in the color TV industry. For color TV manufacturers, intelligence is also the second wave after TV upgrade from CRT to tablet. With smart TVs and cloud TVs popular in the market, TVs are still very different from smartphones, tablets, PCs, etc. in terms of appearance. However, from the perspective of application experience, the boundaries between them have become more and more. Obscure, the Internet application client, which was previously seen on smartphones, tablets, and PCs, is now gradually being put on television.

In fact, as early as a few years ago, TV manufacturers including Konka, Hisense, Haier, etc., have already started to deploy in the field of Internet TV. However, the difference is that with the increase of China’s Internet bandwidth conditions, the acceleration of the convergence process of the three networks, the abundance of content resources such as high-definition and 3D, and the improvement of the hardware performance of the terminal products, the development conditions of Internet TV have changed compared with previous years. Be more mature.

According to statistics, as of the end of 2011, the total number of Internet TV terminal users in China has approached 20 million, including Internet TV and Internet TV set-top boxes. According to the forecast of DigitalTVResearch, by 2016, the revenue of China's Internet TV market will reach 1.38 billion U.S. dollars, and the number of Internet TV users will also exceed 100 million U.S. dollars.

Whether it is from the trend of triple play, or the industrial trend of 4C integration, the Internet has become an important direction for the transformation of the color TV industry.

Multi-party cooperation is the key For color TV manufacturers, in-depth cooperation with all parties in the industry chain is an effective way to transform the Internet.

In the era of intelligence, content is king. All along, the State Administration of Radio, Film and Television has been very cautious about Internet TV. Until 2010, the State Administration of Radio, Film and Television released seven Internet TV licenses. For color TV manufacturers who only have hardware, but no content and broadcast control platform, deep cooperation with all parties in the industry chain is an effective way to transform the Internet. A few days ago, Skyworth and South Media, and the excellent friends and friends created a "Direct Hollywood" column, which provided consumers with more video services.

In fact, cooperation between color TV manufacturers and Internet TV licensees and Internet companies has set a precedent. This year, Konka also further deepened content cooperation with CNTV China Network TV to provide various Internet content support for its dual-channel TV. The cooperation of all parties in the industry chain is not limited to this. It is understood that CNTV's Internet TV operating company will join hands with Tencent in the future. Video site LeTV will also establish cooperation with CNTV. TCL will also jointly launch TV with Tencent.

Not only the color TV business has a positive attitude, but in 2009 when the “Internet TV fever” just emerged, the desire of Internet companies to enter the living room was also very strong. For example, Sina had established cooperation with 10 companies including Changhong and Hisense on high-definition video playback.

Thunder is also collaborating with color TV manufacturers such as Haier in the high-speed download of high-definition video resources. However, with the defeat of Shanda's "Box Project", Internet companies' early explorations of Internet TV have also died. Apple, Google, Lenovo and other IT companies have also locked the future new market on television.

You Pengle CEO Shao Yiding believes that the prospects of the Internet TV industry are being recognized by more and more companies. Whoever wants to do well in this area can not bypass the legal access, content integration, technology improvement, network Support, terminal adaptation, and continuous accumulation of rich operating experience. Indeed, although Internet TV has a huge market, it is not as simple as the transformation of the color TV industry. It is no longer simply based on technological upgrading or morphological innovation, but it requires the coordination of all parties in the industry chain. With cooperation, we can find opportunities for development.

The business model must explore the ultimate goal of color TV manufacturers and Internet companies is to find a business model suitable for the development of Internet TV.

The “Twelfth Five-Year Plan for Digital TV and Digital Home Industry” issued by China has clearly stated that TV companies should be encouraged and supported to carry out business model and service innovation. Driven by the two-wheeled policy and market, the ecosystem of the color TV industry is undergoing profound changes. The “terminal+platform+content” model has become an important indicator to measure the core competitiveness of enterprises. Therefore, cooperation is not enough, and the ultimate goal of color TV manufacturers and Internet companies is to find a business model suitable for the development of Internet TV.

Based on cooperation between industry chains, color TV manufacturers have also begun to try different business models. For example, Konka and UnionPay have reached a cooperation agreement on online payment with the help of the development opportunity of e-commerce to find profit points other than terminals; Skyworth Health TV launched earlier this year can provide consumers with personalized health management and services. The new model of value-added services; The “Direct Hollywood” section launched by Skyworth recently is a business model developed for mid-to-high-end consumers. The fee is set at RMB 5 to RMB 8 or RMB 35 for each month, and sales are made through Skyworth's prepaid card.

Yang Dongwen, president of Skyworth Group, believes: “Traditional color TV companies have a large user base, including the user base of smart TVs. Once smart TV industry finds a good business model in the future, we can leverage our user base advantage and leverage existing consumer groups. Fast promotion services."

In fact, for color TV manufacturers, the rise of technologies such as the Internet of Things and cloud computing, as well as the increasing trend of Internet-based color TV, are challenges, but they are also opportunities. Therefore, while the domestic color TV manufacturers are exploring new models and technologies, they should also focus on strengthening cooperation with content providers and operators, and establish a cooperation model based on the entire industry chain to promote the transformation of the color TV industry into the Internet.