One year's achievement of cross-border appliances in net enterprises

On the chronology of the development of China's home appliance industry, in May 2013, it should be remembered aloud: One year ago, Internet video company LeTV took the lead, called "TV is dead," and released a high-profile music TV, officially Kill the appliance industry. Since then, the ecological pattern of the home appliance industry has gradually changed. Iqiyi, Xiaomi and other "cod fishes" from the Internet industry have followed in the footsteps of music and are rushing into the home appliance industry. Then, in the past year, the cross-border household appliances industry, how many achievements did these Internet companies achieve?

New products emerge in endlessly. First, the most obvious result is the cross-border new products that these companies have launched in one year. These products are the tricks for Internet companies to enter the home appliance industry, with typical Internet genes. The appearance of each product has brought shock to the home appliance industry, causing long-term hot debates.

On May 7, 2013, LeTV released two nicknames, "The Strongest Monster Ever in the History of the Planet" - LeTV Super TVs X60, S40, which blew into the horn of the home appliance industry. Since then, LeTV has launched 50-inch super TV S50, 70-inch Super TV Max70 and 50-inch 4K TV - X50 Air.

On July 23, 2013, Alibaba released Alibaba's smart TV operating system, and at the same time teamed up with WCDMA Media to launch the first Alibaba Box, a smart set-top box equipped with the system. In March this year, Alibaba and Midea jointly launched Alibaba Cloud-based smart air conditioners.

On September 3, 2013, iQIYI and TCL jointly held a press conference to officially launch the “crystal of love” TV+. On February 14th, 2014, the company again hosted the TV+ family conference of TCL iQIYI TV. All 9 new TV+ products were introduced at once, and the product covered the 32-inch to 55-inch product line.

Two days after the launch of TV+ (September 5, 2013), Xiaomi also released its first smart TV product, the 47-inch smart TV MIUI TV. On May 15, 2014, Xiaomi held another grand conference and launched Xiaomi TV. 2 generations.

This year, Qihoo 360, a network security platform, also announced its entry into the home appliance industry. On April 9, 2014, it cooperated with TCL to launch the smart Internet air purifier, T3 Air Guard, and signed a cooperation agreement with air-conditioning manufacturer Oakes a week later. The development of new smart air-conditioning products will be officially launched in the market in August this year.

The market is still small but continues to impact the appliance industry. Since the launch of each of the above products, the sound of good and bad news has been heard. However, it is undeniable that these products have already gained a certain share in the market. Internet companies are entering the big stage of the home appliance industry and gradually have their own foothold.

In terms of product sales, by the end of 2013, TV+ sales exceeded 100,000 units in 4 months of listing, and LeTV exceeded 500,000 units in March 2014. Millet TV shipments reached 21,000 in mid-April this year. station.

According to Ovid Consulting's data, China's color TV retail volume totaled 10.9 million units in the first quarter of 2014. Currently, the combined sales volume of LeTV, TV+, and Xiaomi TV since its launch is still less than the fraction of TV sales in the first quarter of the country. The market share is far from the effect of subverting the existing TV industry. However, these Internet companies are struggling with the pace of small steps, the impact of China's traditional home appliance manufacturing industry. It is understood that LeTV will set the sales target of Super TV to 1.5 million units in 2014, and the TV+ family will have an annual sales target of 1 million units.

In addition, one fact that should not be overlooked is that these Internet companies’ “hardware free, advertising profit”, “soft and hard”, and even “hunger marketing” models have gradually gained recognition in the capital market and home appliance industry.

The new model was approved by the capital market and home appliance companies. After each new product launch, LeTV’s share price will rise: After 5.7 new products were released, LeTV ushered in the daily limit for two consecutive trading days; on the same day, 10.10, the stock price of LeTV On July 17th, LeTV rose strongly and closed up 9.18%. With the closing price of 40.8 yuan at the end of 2013, as of January 17, LeTV.com's stock price has soared to 51.21 yuan, an increase of more than 25%.

For the unlisted millet, the capital market valued it as high as US$10 billion in August last year, and there have been recent reports that Xiaomi’s valuation is already above US$30 billion. The launch of a series of new products, including millet television, has undoubtedly played a significant role in enhancing its valuation.

While buying in the capital market, home appliance manufacturing companies are re-examining the operating model of Internet companies, and are now embracing, learning, absorbing Internet thinking, and with the Internet companies to accelerate the pace of cooperation. Up to now, TCL, Haier, Midea, Skyworth, Hisense, Oaks and other traditional home appliance manufacturing companies have teamed up with iQIYI, Ali, LeTV, and 360. It is reported that the owner's appliance is jointly developing smart kitchen electricity with Xiaomi. With the proliferation of smart home concepts, cross-border cooperation with these Internet companies with inherent advantages in software has become a new trend in the development of the home appliance industry.

Of course, the pursuit of products, market shares, and capital markets, as well as the approval of traditional home appliance manufacturing companies, is only a small part of the achievements of Internet companies across the border for a year. On the road to home appliances, the home appliance industry can give them a certain degree of satisfaction. In the broader future, Internet companies will also bring long-lasting and far-reaching influence to the home appliance industry.