PConline Miscellaneous With the increasingly fierce competition, the meat of the domestic TV market is not enough for traditional TV manufacturers to eat. Just now, Internet TV brands suddenly rushed over and wanted to share points, perhaps more than a little bit. The conclusion of 2015 is that Internet TV brands are getting hotter and hotter, compared with traditional TV makers, which appear to be weak. In March 2016, micro-whales, pop, millet, storms, and LeTV were all launched together. On the surface, it was the infighting of Internet TV. However, from the overall situation, it was clear that they wanted to use the advantage of the Internet to grab traditional TV manufacturers. The front quickly occupied a part of the market.
Earlier, we have already mentioned that Internet TV will surely show some tricks to enhance its competitiveness in 2016. Then, in the face of such fierce sieges, how traditional TV makers that have already lost ground in the momentum will break through and defend themselves. What about your own territory?
Years of hardware accumulation
Traditional TV manufacturers have experienced many years of accumulated experience, have sufficient confidence in hardware technology and product details, and can provide products with more reliable experience and quality. These are not achieved overnight. Therefore, in the case of traditional TV manufacturers and Internet TV hard hit, this is the most winning chip of traditional TV.
1, screen technology blooms
In fact, starting in 2016, it should be said that the first appearance of products should be the number of traditional TV manufacturers. At the beginning of January CES 2016 and March of AWE 2016, TCL, Skyworth, Hisense and other veteran giants have fully demonstrated their strength, and quantum dots, OLEDs, ULEDs and other screen technologies are flourishing. After all, this is a world-class stage, and the fight is hard power. On the stage like this, Internet TV is rarely seen.
OLED and LCD have long disputed
Over the years, the competition between LCD and OLED has been the main theme of the television industry. Traditional TV manufacturers are basically divided into two factions, OLED is still okay, because LCD in essence has some gaps with OLED, therefore, supporters of LCD TVs to study the effect of improving LCD TVs in order to narrow the gap with OLED even Overtake. Then TCL's quantum dots and Hisense's ULED were born.
Quantum TV
What quantum dots, ULEDs, and even Samsung's SUHD TVs are still in the category of LCD TVs, but different names have been adopted to highlight the technical differences. TCL's quantum dot TV essentially uses a different backlight source than traditional LCD TVs, bringing about improvements in performance and image quality. Hisense's ULED also improves the screen backlight, and at the same time, it has an outstanding display quality technology processing engine, including multi-zone independent backlight control and Hiview descriptive engine technology, in terms of screen brightness, screen contrast, picture layering, dark field details, and color accuracy. The restoration and smoothness of the picture and the response speed have been greatly improved compared to the traditional LED display, and have even outperformed the OLED performance in many subjective evaluation data.
The new generation of display technology led by laser television has gradually emerged
Of course, the display technology is not the world of LCD and OLED. Due to the weakness of OLED development and the bottleneck of LCD technology, many manufacturers have begun to research new display technologies. Although Hisense still focuses on ULED, it has also launched a brand new laser television product; in addition to quantum dots, TCL has also publicly stated that it is investing in new and innovative display technologies. At this point, Internet TV is far from such strength.
2, curved TV, HDR into open battlefield
Curved TV has long been the competition point of traditional TV manufacturers, and this year, Internet TV has also joined melee. In 2016, the all-round development of curved TV is a foregone conclusion. Internet vendors and traditional TV manufacturers are almost jumping at the same level. The result is dependent on other key factors.
HDR TV industry hot
In addition to curved TV, HDR is also a key word that the TV industry can't avoid. From CES2016, HDR TV has become the hottest, and Internet TV is bound to quickly follow the footsteps of traditional TV manufacturers. It is reported that on March 30, 2016, the HDR display technology certification specification was officially released in Beijing. Twenty television models such as TCL, Skyworth, Changhong, Hisense, and Samsung have obtained HDR certificates and are entitled to use the “HDR certification markâ€.
3, the quality of traditional TV workmanship is more trustworthy
After all, with many years of experience, the traditional TV manufacturers' control over the craftsmanship, quality, and details of TV products is not a level that can be achieved by simply finding a foundry. In the television production process, processing raw materials, process selection, spare parts use, etc. all require a certain amount of experience in order to know which one is the most suitable for TV products. Internet TV rarely has its own factory. It is almost always an outsourced foundry, and it has no experience with traditional TV manufacturers.
Content resources must keep up
In addition to low-cost offensives, the reason why Internet TV hits traditional TV makers is because of resource advantages. Most of the relatively outstanding Internet TV brands such as LeTV and Microwhale have abundant video and audio resources. In the era of smart TV, it is no longer the king of picture quality. "Image quality + resources" is the core competitiveness.
Traditional TV Manufacturers Should Make More Efforts on Content
Just as the traditional TV manufacturers have the hardware advantages, Internet TV brands have a huge advantage in content resources. But one difference is that the hardware advantage of Internet TV is not catch up, but the content and resources of smart TVs, traditional TV manufacturers are entirely possible to catch up. In terms of video and audio resources, the number of content providers is much higher than the number of Internet TV brands. The most prominent one is Tencent, which owns Tencent video and QQ music and has many resources. It can be said that it is one of the best in China. of. And Tencent has just launched the "Penguin TV" brand, providing a rich platform for many smart TV manufacturers, perhaps the traditional TV manufacturers can choose to cooperate with them to achieve a win-win situation.
Offline development on the offline
Today is the age of the Internet. Almost everything has slowly been linked to the Internet. Traditional shopping methods and traditional retail outlets have already been greatly impacted, and the “all-people online shopping†boom cannot be stopped. Even the big guys like the TV, more and more people have chosen to buy directly online. Coupled with the widespread dissemination of Internet information such as mobile phones and computers, Internet TV can develop rapidly. But this is not just the way that Internet TV can be used. Traditional TV manufacturers can open up new markets.
Third-tier and fourth-tier cities offline television stores are still preferred
Although on the surface it seems that, beginning in 2015, Internet TV has greatly surpassed traditional TV brands in the limelight. But don't forget that the largest market in the TV industry is still offline. Consumers living in first-tier cities and second-tier cities receive faster updates, and Internet TV is relatively easy to use. However, compared to three or four or five-tier cities, it has a broader market. Internet TV is still unfamiliar to these huge consumer groups, full of mystery, so offline stores are still their first choice.
Traditional TV manufacturers have certain brand loyalty users
Field visits to major TV stores can still find that the impact of Internet e-commerce on television product line stores is far less serious than imagined. This also shows that a large number of consumers still trust offline stores to select TVs. After all, The effect of the TV is good or not. Although, e-commerce logistics is convenient, but such a large home appliance return or something is tossing. At the same time, thanks to the cultivation of traditional TV brands for many years, a good brand image has been established and all users have a certain loyal user base. Even if it is a replacement, traditional TV brands are still their first choice.
Traditional TV manufacturers need both online and offline development
With the invasion of Internet TV, traditional TV manufacturers naturally will not be overwhelmed. Instead, they are more awakened: Online and offline development is the best choice. How Internet TV is tossing is only on the e-commerce platform, but offline is where they can be found, and traditional TV manufacturers are different, with offline markets almost all over the country, and paving the way to the e-commerce platform is much easier. Now. In the foreseeable future, it is impossible for Internet TV to completely subvert the traditional TV brands. The development of e-commerce companies cannot completely replace offline stores. Therefore, online and offline bi-directional development is the wisest choice. It is not an easy day for Internet TV to lay out its own offline market. In other words, in the future, traditional TV manufacturers will have bigger chips.
Service
The after-sales service link of home appliances has always been the hardest hit area for consumers. Although online shopping solves the trouble of going to the store, it also brings troubles in logistics and distribution. Before the purchase, whether or not everyone's electric energy is delivered to the door is a concern for consumers; after the purchase, once the faulty repair service also needs to be considered. There is no offline store support throughout the country, distribution, after-sales service is the pain point of Internet TV, but it is the advantage of traditional TV brands.
Online customer service robot is too "stupid"
Presumably online shopping friends have this experience: When the goods are in trouble, when they find customer service, they find that the “robot†is responding automatically. The artificial customer service is busy and queued from time to time. It is hard to find artificial customer service. It took a few hours, but in the end it may not be able to solve the problem smoothly, because many home appliances on the e-commerce platform and its official after-sales platform have formed a disconnect, and it is even more troublesome for consumers to apply for after-sales service.
TCL service coverage area
As for traditional TV brands, their after-sales service stores have almost covered the entire country. Even if they are purchased online, they can still receive reliable services at the official after-sales points.
Data show that the status of traditional TV brands is still unshakable
Summary: I don't know whether or not you have discovered that since the intelligentization of television, the speed of product replacement has greatly increased, and it is already catching up with the update speed of smart phones. However, as a traditional household electrical appliance, televisions still have a long service life. Therefore, such frequent updates are not conducive to the development of the television industry. Good quality and reliable after-sales service is a good guarantee for the service life of TV products. At this point, traditional TV manufacturers naturally have more experience. Internet TV benefits from its ability to make full use of the advantages of the Internet to generate loud publicity and attractive low-cost measures. However, such a model is difficult to maintain for a long time. Traditional TV manufacturers with such strong hardware capabilities and offline management bases It will be able to develop more steadily and even gradually develop online, erode Internet TV sites.
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