With the rise of mobile devices such as smartphones and tablets, the demand for TV has gradually weakened, the number of people watching TV is becoming less and less, and the time for people watching TV is getting shorter and shorter. Many young people even said that they have not watched TV for a long time. The more TV functions are replaced by mobile phone functions, the greater the impact on TV sales. This is the reality in front of you.
Internet video is developing rapidly
In 2014, the fixed-asset investment of the TV manufacturing industry of more than 5 million yuan completed 10.2 billion yuan, down 15.3% year-on-year, lower than the average level of the electronics manufacturing industry by 26.7 percentage points. From the perspective of investment growth rate, it is in an L-shaped trend, and the decline has gradually narrowed since March. From the perspective of investment, investment focuses on smart TV and chip development.
Internet video content is growing rapidly. TV manufacturers have racked their brains to retain the audience, the most important direction is to give the TV more entertainment features, put forward the slogan of "let TV become the protagonist of the living room", launch game TV, entertainment TV, WeChat TV, 55-inch large tablet, and more. In fact, Internet companies are exerting their efforts in the other direction to pull TV viewers away from the TV. They are constantly launching Internet videos to realize the public demand for video content through mobile terminals such as mobile phones, and form a cofferdam against TV. The rapid development of Internet video has indirectly affected the sales and revenue of color TVs.
At present, color TV companies are still reluctant to believe in the reality of the recession, and they are willing to regard negative growth as a special situation in 2014, and this is precisely the "most dangerous time" for the color TV industry.
Color TV product features are biased towards networking
With the gradual advancement of the national information security strategy, content regulation will become the norm. It will bring several aspects of impact: First, the business innovation of “edge ball†will face huge policy risks; second, the difficulty of integrating the industrial chain through the capital level will increase, and the “cooperative sharing†model may be more efficient; The relative concentration has laid the foundation for “users pay for contentâ€; the fourth is strict content review, which has prompted content service providers to refine product management.
In the case that the cake in the color TV market is no longer getting bigger, companies must learn to expand their scale by robbing others' cakes. In other words, in the future, color TV companies will no longer need space for the market, but space for their opponents. From the mouth of their opponents, they will cut their own cakes as much as possible. This actually means that the weaker brands will be more difficult in the next three years, and their share will have to be handed over to the strong brands. This process is actually what we usually call "shuffling."
In fact, the development of the mobile Internet threatens not only traditional color TV companies, but also many new TV companies such as IT Internet companies. There is no “traditional color TV enterprise†or “Internet color TV enterprise†for smart phones to squeeze the color TV market.
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