From the end of 2016, with the TV industry picking up, the TV panel industry immediately appeared in short supply, and the purchase costs of major TV manufacturers continued to rise. Once vowed to say that millet TV, which will never increase in price, will not increase its price twice in 2017, and this shows that the lack of capacity in the upstream industry chain has brought great pressure to TV manufacturers.
According to the statistics of Ovid Cloud Network, the retail sales volume of China's color TV in 2016 was 50.89 million units, an increase of 7.8% year-on-year; the retail sales amount was 156 billion yuan, a year-on-year decrease of 1.8%. It is estimated that in 2017 China's color TV market will reach 53.10 million units, an increase of 4.2% year-on-year, and retail sales will reach 164 billion yuan, a year-on-year increase of 5.1%. This shows that in 2017 the TV industry is still showing an upward trend.
Having said that, the cost of panel purchases has continued to rise, which has pushed the price space of TV makers to near the limit. Under this status quo, the burning-price war of blindly pursuing market share has failed to achieve the expected results. Although technically, 4K, quantum dots, OLED, and laser television technology are highly competitive, these technologies are no longer a secret. Declared. Therefore, the price space is running out and the hardware technology is so transparent. So, in 2017, what else can TV manufacturers fight? From the author's point of view, for many years in 2017 or even later, it was the TV manufacturer's utmost attention to the user's in-depth operation, which required intensive cultivation.
We can extract key words from it: We can operate high-value users, ecological openness, and non-hardware large-screen ecological operation income. This shows that LeTV is no longer limited to the sale of hardware products, but how to retain users through subsequent content delivery and services. Let's take LeVision, a growth program exclusively for super TV users, as an example. Let’s give growth values ​​based on user behavior, identify active users through growth values ​​and matching rights, motivate active users, and guide users to enjoy more of the ecology. Open service.
In order to allow more third-party content and service providers to join the music as the ecology, LeTV will be 2017 as the first year of super TV open, follow-up and gradually realize the full service opening. LeTV's openness is based on the "end-to-end vertical integration and open-loop ecosystem of "platform + content + hardware + software + applications", which ensures users' ultimate experience through closed loop. Based on this, it is a content provider, outstanding PGC, performance market (quyi, Concerts, concerts, brand advertisers and other third-party partners provide end-to-end full-platform openness, including LeTV, operations, and marketing, not just the opening of the portal.
From this it can be seen that in the future TV industry, especially the Internet TV industry, with the quality services behind the price, technology, and TV hardware, comprehensive competition will become the focus of the competition for a long time to come.