This spring, the TV industry is very lively. On March 29, LeTV launched the Unique series of high-end products, followed by Internet TV manufacturers such as Xiaomi and Micro Whale. At the same time, traditional home appliance companies such as Sony, TCL and Changhong are not far behind. Dong Min, vice president of Aowei Cloud, said that the influx of new brands has made the industry more lively.
Dong Min said: "From 2015 to 2016, the domestic TV industry added 15 new brands, and this year is more lively than ever."
In fact, this year's concentrated outbreak of new products is essentially another round of competition after the industry reshuffles. When Internet TV occupies the living room of most emerging families, traditional home appliance manufacturers have been unable to remain calm. Data shows that 2016 In 2014, the penetration rate of Internet TV in the Chinese color TV market reached 84.7%, which has become a standard consumer product.
Competitive bottom-line manufacturers "break the face"Competition among manufacturers is also fiercer. For example, starting from April 1, the official Weibo of a brand published four pre-heating posters titled: "Don't Blind", "Come on," "It's Time to Take Medicine", and "This is Over". The theme of "LeTV Medicine Play" shows that its new products have obvious price advantages compared to LeTV TVs of the same size.
In the past, no matter how the soldiers met privately, at least on the surface, they still called each other "friends". This is the first such naked attack. From one side, it also confirms the fierce competition in the industry. In this regard, Le Shizhi, the new marketing director, is also very helpless as a champion: "I think this is a bottomless competition, and we have no idea to respond. If an enterprise does its products well, users will naturally use it. Vote by foot. "
Technologists from the media, "Almighty Big Bear," believe that LeTV has made a big move and it is inevitable to be attacked: "After LeTV started to do TV in 2012 and subverted the traditional TV industry, there have been seventy or eighty Internet TV brands. Most of the brands have disappeared, and these new and old TV companies will inevitably take a slice of the cake when they see LeTV occupying the top spot, but in fact, the current Internet TV brand structure in the market has actually been decided, in terms of LeTV ’s current volume. , There is no way to pull it down from the number one position in the industry, because the shuffle has ended. "
"Low distribution and low price" has become a new featureNot long ago, Xiaomi also released a new product. The 43-inch TV is priced at only 2099 yuan. Regarding this product, technology media people “the omnipotent bear†believes that the low price is the reality of low configuration. “Xiaomi ’s release this time is not a flagship product, but a low-end product, which is neither good-looking nor bulky, and has a relatively low configuration. The voice recognition function can only be said to be alive, mainly using Sogou voice recognition and 'going out to ask ask'."
In the past, most of the new products launched by Internet brands were high configuration and low price, or cost pricing. What is the meaning of Xiaomi's "low price and low price"? Dong Min believes that this reflects a new feature of the industry. “Panels account for about 60% of the total TV cost. Some panel prices have increased by 50% in the past year. All brands will launch some low-cost models under cost pressure. Second, some brands have already paid dividends During the harvest period, it is now necessary to expand the sales channels and do more product categories, and some low-cost TVs will come out. "
AI needs more time to enter the living roomIn addition, a feature of this round of new product releases is that various manufacturers generally attach importance to artificial intelligence. Multiple brands have unanimously released Internet TVs with voice interaction, pushing the voice technology of artificial intelligence to the foreground. Although some people in the industry believe that the practicality of artificial intelligence needs to be strengthened, Dong Min still said that artificial intelligence is still in its infancy in the Internet TV industry. If you want to enter the user's living room, you must leave more time for TV manufacturers.
Dong Min said: "Looking at the development of artificial intelligence depends on whether we can achieve a seamless connection in human-computer interaction, whether it is rich enough in content selection, and whether there is enough diversified things to cooperate with artificial intelligence."
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