Recently, the storm TV released AI2.0 new products, storm Feng Xin also received media interviews. For some time ago the media questioned the development of the storm TV, and it publicly stated that "the problem of LeTV did not account for a storm." However, in the color TV industry of the Internet, the background of the storm has been “unsatisfactory†in 2017. If the storm is not happy, then where is the problem of storm?
Strange point: Since 2017, Internet TV has experienced a trough. From your point of view, what are the current situations of several leading brands such as LeTV, Storm, Coolo, and Xiaomi?
Xiao Xiao: 2017 is indeed an industry downturn in Internet TV. However, this does not mean that all brands face difficulties.
First of all, from the data point of view, the overall TV and Internet TV sector is down. This is no problem. However, in essence, the loss of the Internet sector is basically caused by music. LeTV is the boss of the Internet. His body is too large. Millet, cool open, and storms add up to less than one LeTV. Therefore, the winds of music as a result of the move, the data will become a sign of trouble in the industry.
Second, the overall situation of the color TV industry in 2017 was poor. In the first half of the year, the market shrank by 8-10 percentage points. This change is commonality. In addition to Internet TV brands, LeTV has caused some additional difficulties due to the problems of its parent group. The manufacturers of other Internet TV brands have not shown fluctuations far beyond the industry average.
Third, many people think that it is LeTV's second most popular brand. This judgment is not accurate. LeTV’s difficulties can be divided into two parts. The first is the financial problem of his entire group system; the other is the periodical impact of the color TV industry itself. The storm problem can also be divided into two aspects. The first is the problem of his entire group, and the second is the problem of commonality - the cyclical influence of the color TV industry itself.
For the first issue, the status of LeTV's parent group and Stormwind Parent Group is obviously not the same - LeTV's problem is a financial obstacle, it is a "puffiness" after a rapid expansion; the storm is a lack of previous expansion, including video, color TV, etc. There are not enough plates. The problems in this area are obviously not the same, and even the opposite. Therefore, Feng Xin said that "the problem of LeTV did not account for one storm."
In the second aspect, the common industry cycle, that is, the color TV industry price increase cycle since the second half of 2016. This issue is common in the first place, followed by unavoidable ones. There are only differences in coping capabilities for different companies. From LeTV's perspective, she had a very large scale, and she relied heavily on price strategies. As a result, the price increase cycle has created a lot of pressure. Although millet and Kukai have reliance on price strategies, they are not too large in size, plus the parent company. The back-feeding has a relatively balanced response to the color TV price increase cycle and the business is basically stable. Storm TV is not very large in scale. Although it depends on price expansion measures, the price increase cycle of the industry will not cause big business problems and performance fluctuations. However, the background energy provided by the parent company was slightly weaker compared with the storm and Xiaomi and Kukai. This led many people to classify the storm and Leshi as "one class," but their problems are completely different.
Odd point of view: You agree with the conclusion that Storm and LeTV face different issues. What is the core issue of Storm TV now?
Xiao Xiao: This can be an analogy - just born seedlings, caught up with the frost. Storm TV is an example of this. In Feng Xin's words, "the storm has not had a very powerful business." Video, TV, VR and content boards are not strong enough. Moreover, when its color TV segment did not grow sufficiently strong, an industry price fluctuations and a period of shrinking demand suppressed the growth of the storm.
From the color TV industry in the first half of 2017, only two Sharp and Philips brands have grown up. The two brands used a similar strategy, which is a price advantage strategy. Sharp, in particular, has an unprecedented price reduction. Some people say that this is Sharp's 40-year history of liquid crystals, the price of the most crazy period. Regardless of how to evaluate the advantages and disadvantages of this method of competition, but its resulting performance is obvious - it also proves that the price in the TV market, the core power to shake up brand growth.
In fact, both Internet brands and traditional brands are striving to do technological innovation and product differentiation; however, such efforts cannot mask the fact that color TV products are highly homogenous in nature. Or, there is not enough creative difference to make up for the price disadvantage. In this context, a completely rookie brand, under the influence of the upstream price increase cycle, it is difficult to continue to grow - this is the problem of the storm TV.
Odd point of view: So how does the storm TV deal with the cyclical laws of this industry?
Xiao Xiao: To solve the problem of the growth of Storm Color TV, we can refer to the case of other brands. For example, millet TV has maintained the stability of its fundamentals, and its power comes from the stickiness of rice flour. Although millet TV is not enough to become a mainstream brand in scale, the stickiness of rice flour also guarantees a stable basic plate. Look again at Sharp, which has grown significantly in the first half of the year. It can be said that the backstreet is very cool. Sharp combines the upstream panel resources of Japanese technology, Foxconn manufacturing, and Hon Hai. Today, the color TV industry pays attention to the concept of ecology. Ecology is not just about software and applications. Hardware also needs to have an ecological concept. From an ecological point of view, Sharp's upstream hardware chain is basically comparable to Samsung and LG. This advantage accelerates its growth. Another prominent brand, Philips, also has the advantage of being an upstream TPV manufacturer. TPV also maintains a very good and historic friendly relationship with BOE and China Electronics on panel resources.
If we look at the broader situation, we can also see that the TCL Department has performed very well since 2017. Among these, the upstream value of China Star Optoelectronics is obvious.
It can be concluded that the anti-period fluctuations of the color TV industry: there is either a strong fan culture stickiness or a strong industrial chain integration capability. This is actually not just a matter to be considered by Storm Color TV, but it is a “survival bottom line†that all color TV brands and players must seriously consider. The former must rely on the accumulation of product design and technological innovation. This is the long-term significance of the new storm AI2.0. Windstorm TV expects to make the AI ​​value its own sticky label. At the same time, on September 20, at the Storm New Product Launch Conference, the Storm highlighted the value of channels and supply chains, in addition to the technical progress of AI2.0.
Odd Vision: How do you see the future of Internet TV through Storm and LeTV?
Xiao Xiao: This issue should be divided into two sub-issues. First, what is the future of Internet TV products? Its realization is that all brands are doing internet products. Networking, cloudization, and intelligence have no doubt as a product application direction and technology direction. From a product technology perspective, there is no "non-Internet product."
Second, what will happen to the emerging Internet TV brands? To answer this question, the most important starting point for thinking is: "Today, there are too many color TV brands, and the color TV market cannot accommodate so many brands at all." Therefore, whether it is a rookie or tradition, today's color TV brands are always eliminated, at least more than a third.
From the perspective of strength, the brands of the emerging Internet camps are in a poor position. The fastest growing LeTV also encountered difficulties. This determines that the rookie brand's outflow ratio will be higher in this knockout round.
The above is the fundamentals of the industry and is not affected by any price increase cycle. From the perspective of the price increase cycle, the panel price has begun to loosen and decline since mid-2017. It is expected that the prices of color TV products will also drop in the fourth quarter. This will give emerging Internet brands a new round of growth. However, considering the setbacks in the previous market development, it is expected that the actions of the Internet brand camp will be more cautious and new strategies will be adjusted.
If the analysis from the perspective of the competitiveness of the industry's rookie, I personally think that the "parent company" strength is still a relatively heavy weight. For example, Kukai and Xiaomi’s status are very much related to the parent company. The biggest problem with LeTV is also implicated by the parent company. In this regard, the three-legged structure of video, TV, and VR formed by the storms ranks in the upper middle class.
Odd point of view: That is to say, an era of random warfare that must have been eliminated, is a true reflection of the current color TV circle!
Xiao Xiao: It is indeed the case. Because of the rookie, tradition, domestic and foreign investment, and second brand, the total number of color TV sets has not risen significantly. Now there are too many players. Therefore, the elimination of some of the inevitable trend.
Personally think that the next three years is a key shuffle in the color TV brand pattern. The various brands in the market are now gearing up. For example, the debate over QLEDs and OLEDs and the emergence of laser televisions all reflect the competition of different brands for the right to speak in the future. This reflects the non-steady state structure of the industry.
Of course, this fierce competition is a good thing for consumers. On the one hand, prices can make a lot of profits. On the other hand, competition also accelerates technological upgrading and progress.
Xiao Xiao: 2017 is indeed an industry downturn in Internet TV. However, this does not mean that all brands face difficulties.
First of all, from the data point of view, the overall TV and Internet TV sector is down. This is no problem. However, in essence, the loss of the Internet sector is basically caused by music. LeTV is the boss of the Internet. His body is too large. Millet, cool open, and storms add up to less than one LeTV. Therefore, the winds of music as a result of the move, the data will become a sign of trouble in the industry.
Second, the overall situation of the color TV industry in 2017 was poor. In the first half of the year, the market shrank by 8-10 percentage points. This change is commonality. In addition to Internet TV brands, LeTV has caused some additional difficulties due to the problems of its parent group. The manufacturers of other Internet TV brands have not shown fluctuations far beyond the industry average.
Third, many people think that it is LeTV's second most popular brand. This judgment is not accurate. LeTV’s difficulties can be divided into two parts. The first is the financial problem of his entire group system; the other is the periodical impact of the color TV industry itself. The storm problem can also be divided into two aspects. The first is the problem of his entire group, and the second is the problem of commonality - the cyclical influence of the color TV industry itself.
For the first issue, the status of LeTV's parent group and Stormwind Parent Group is obviously not the same - LeTV's problem is a financial obstacle, it is a "puffiness" after a rapid expansion; the storm is a lack of previous expansion, including video, color TV, etc. There are not enough plates. The problems in this area are obviously not the same, and even the opposite. Therefore, Feng Xin said that "the problem of LeTV did not account for one storm."
In the second aspect, the common industry cycle, that is, the color TV industry price increase cycle since the second half of 2016. This issue is common in the first place, followed by unavoidable ones. There are only differences in coping capabilities for different companies. From LeTV's perspective, she had a very large scale, and she relied heavily on price strategies. As a result, the price increase cycle has created a lot of pressure. Although millet and Kukai have reliance on price strategies, they are not too large in size, plus the parent company. The back-feeding has a relatively balanced response to the color TV price increase cycle and the business is basically stable. Storm TV is not very large in scale. Although it depends on price expansion measures, the price increase cycle of the industry will not cause big business problems and performance fluctuations. However, the background energy provided by the parent company was slightly weaker compared with the storm and Xiaomi and Kukai. This led many people to classify the storm and Leshi as "one class," but their problems are completely different.
Odd point of view: You agree with the conclusion that Storm and LeTV face different issues. What is the core issue of Storm TV now?
Xiao Xiao: This can be an analogy - just born seedlings, caught up with the frost. Storm TV is an example of this. In Feng Xin's words, "the storm has not had a very powerful business." Video, TV, VR and content boards are not strong enough. Moreover, when its color TV segment did not grow sufficiently strong, an industry price fluctuations and a period of shrinking demand suppressed the growth of the storm.
From the color TV industry in the first half of 2017, only two Sharp and Philips brands have grown up. The two brands used a similar strategy, which is a price advantage strategy. Sharp, in particular, has an unprecedented price reduction. Some people say that this is Sharp's 40-year history of liquid crystals, the price of the most crazy period. Regardless of how to evaluate the advantages and disadvantages of this method of competition, but its resulting performance is obvious - it also proves that the price in the TV market, the core power to shake up brand growth.
In fact, both Internet brands and traditional brands are striving to do technological innovation and product differentiation; however, such efforts cannot mask the fact that color TV products are highly homogenous in nature. Or, there is not enough creative difference to make up for the price disadvantage. In this context, a completely rookie brand, under the influence of the upstream price increase cycle, it is difficult to continue to grow - this is the problem of the storm TV.
Odd point of view: So how does the storm TV deal with the cyclical laws of this industry?
Xiao Xiao: To solve the problem of the growth of Storm Color TV, we can refer to the case of other brands. For example, millet TV has maintained the stability of its fundamentals, and its power comes from the stickiness of rice flour. Although millet TV is not enough to become a mainstream brand in scale, the stickiness of rice flour also guarantees a stable basic plate. Look again at Sharp, which has grown significantly in the first half of the year. It can be said that the backstreet is very cool. Sharp combines the upstream panel resources of Japanese technology, Foxconn manufacturing, and Hon Hai. Today, the color TV industry pays attention to the concept of ecology. Ecology is not just about software and applications. Hardware also needs to have an ecological concept. From an ecological point of view, Sharp's upstream hardware chain is basically comparable to Samsung and LG. This advantage accelerates its growth. Another prominent brand, Philips, also has the advantage of being an upstream TPV manufacturer. TPV also maintains a very good and historic friendly relationship with BOE and China Electronics on panel resources.
If we look at the broader situation, we can also see that the TCL Department has performed very well since 2017. Among these, the upstream value of China Star Optoelectronics is obvious.
It can be concluded that the anti-period fluctuations of the color TV industry: there is either a strong fan culture stickiness or a strong industrial chain integration capability. This is actually not just a matter to be considered by Storm Color TV, but it is a “survival bottom line†that all color TV brands and players must seriously consider. The former must rely on the accumulation of product design and technological innovation. This is the long-term significance of the new storm AI2.0. Windstorm TV expects to make the AI ​​value its own sticky label. At the same time, on September 20, at the Storm New Product Launch Conference, the Storm highlighted the value of channels and supply chains, in addition to the technical progress of AI2.0.
Odd Vision: How do you see the future of Internet TV through Storm and LeTV?
Xiao Xiao: This issue should be divided into two sub-issues. First, what is the future of Internet TV products? Its realization is that all brands are doing internet products. Networking, cloudization, and intelligence have no doubt as a product application direction and technology direction. From a product technology perspective, there is no "non-Internet product."
Second, what will happen to the emerging Internet TV brands? To answer this question, the most important starting point for thinking is: "Today, there are too many color TV brands, and the color TV market cannot accommodate so many brands at all." Therefore, whether it is a rookie or tradition, today's color TV brands are always eliminated, at least more than a third.
From the perspective of strength, the brands of the emerging Internet camps are in a poor position. The fastest growing LeTV also encountered difficulties. This determines that the rookie brand's outflow ratio will be higher in this knockout round.
The above is the fundamentals of the industry and is not affected by any price increase cycle. From the perspective of the price increase cycle, the panel price has begun to loosen and decline since mid-2017. It is expected that the prices of color TV products will also drop in the fourth quarter. This will give emerging Internet brands a new round of growth. However, considering the setbacks in the previous market development, it is expected that the actions of the Internet brand camp will be more cautious and new strategies will be adjusted.
If the analysis from the perspective of the competitiveness of the industry's rookie, I personally think that the "parent company" strength is still a relatively heavy weight. For example, Kukai and Xiaomi’s status are very much related to the parent company. The biggest problem with LeTV is also implicated by the parent company. In this regard, the three-legged structure of video, TV, and VR formed by the storms ranks in the upper middle class.
Odd point of view: That is to say, an era of random warfare that must have been eliminated, is a true reflection of the current color TV circle!
Xiao Xiao: It is indeed the case. Because of the rookie, tradition, domestic and foreign investment, and second brand, the total number of color TV sets has not risen significantly. Now there are too many players. Therefore, the elimination of some of the inevitable trend.
Personally think that the next three years is a key shuffle in the color TV brand pattern. The various brands in the market are now gearing up. For example, the debate over QLEDs and OLEDs and the emergence of laser televisions all reflect the competition of different brands for the right to speak in the future. This reflects the non-steady state structure of the industry.
Of course, this fierce competition is a good thing for consumers. On the one hand, prices can make a lot of profits. On the other hand, competition also accelerates technological upgrading and progress.
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