In the past year, the Internet ++ has spurred many industries. Xiaomi, LeTV, Tencent, and other companies standing on the cusp have even subverted the traditional industries: a batch of fast-growing P2P companies have even affected the bank's profit model, and online education has become one of the industries attracting the most ventures. Commercial retail Entities began to falter and turn to online trading. Entertainment travel has been completely occupied by APP. Even the most traditional real estate transaction methods have begun to move toward the Internet. As long as the capital market is connected with the Internet, it will gain 10 times the global gain.
Internet of Things, smart city, cloud splicing, various Internet-related concepts are emerging in the professional AV industry. Will the business model of the big-screen industry be subverted by the Internet+? Under this general trend, how can companies seize the Internet? + big opportunity?
We invited Mr. Zhu Li, Director of Delta Television's Video Systems Products Department, who has been deeply involved in the big screen industry for many years, to share with you the impact of Internet + on the ecosystem of the big screen industry and the Internet thinking of big screen companies.
Internet + will subvert the big screen?
When the consumption patterns of other industries are rapidly changing by the Internet, everyone in the big screen industry may be somewhat fearful. Will our business model be changed? How can we adapt to the market trend? How can we reverse the trend? Difficult pattern? Zhu Li said: The big screen is an industrialized product, which is different from other consumer industries. Any advancement in industrial products must rely on the changes brought about by new technologies. This time, the Internet + brings more to the entire big screen industry than to disrupt the industry, but an opportunity for the transformation and upgrading of the industry.
Just like taxis, catering and other businesses, the Internet seems to have changed the traditional model, but in the end it is only a change in the way, but the demand for the market has been a strong stimulus and promotion. The big screen industry is still the case, and the growth in market demand is the biggest opportunity brought by the Internet + effect.
Under the infiltration of the Internet, there is more and more information exchange between people. Metro, public transportation, restaurants, any place where the "low-headed family" is visible at any time, and everyone even has dependence on the display terminal. It seems that there is no display device for one day. They are all incomplete. The increase in communication demand has led to an explosion in demand for terminal display platforms. In the past, terminal display devices may only be luxury goods or image projects for certain specific applications. Under the Internet wave, information between control centers, monitoring centers, and conference centers must be interconnected and shared. More business opportunities have come.
Zhu Li believes that from the perspective of promoting industrial change, the Internet + is also indispensable. Mobile Internet has added each user to more different application platforms. The application scenarios of display devices have been expanded. For example, the most popular LCD applications may be personal PC terminals. The application of DLP may be limited to the monitoring command center. With the outbreak of application scenarios such as security monitoring, which have strong demand for information sharing, LCD has quickly spread in the security industry. Instead, it has brought tens of billions of market capacity to the entire big screen market. The expansion of the market cake has attracted Small-pitch LED technology enters the indoor display application market, forming a huge market where multiple technologies coexist. At the same time, products of different technologies should also consider each other's compatibility, such as screen resolution and signal input format, to form a market pattern that is both competitive and interdependent, and jointly promote the evolution of technology and product innovation.
Moreover, how the Internet + how to change the business model of the industry has become the most anticipated and most imaginative thing. In the consumer field, the essence of the Internet is to create direct communication and feedback between products and users, and the O2O model becomes a process of de-intermediation. The large-screen display industry is still the same. In the past, the main responsibility of the manufacturer was to be responsible for the product development and supply. The SI or the channel supplier was responsible for integrating the product and selling it to the user. The user is more passively accepting the product provided by the manufacturer, and in the middle may Produce a strange phenomenon that the product provided by the manufacturer is out of line with the real needs of the user, but the user has to accept. The Internet makes the competition between products and solutions more transparent, and the role of vendors has begun to shift from traditional product suppliers to application providers, and the needs of users as the first purpose of product and system development.
In addition, the Internet + has a very positive role in accelerating industry integration. For example, the demand model of one-stop solutions has led to some strong SIs in the industry. They have accumulated a lot of user resources and have a better understanding of user needs in the long-term contact with users. Some SIs have begun to use their own advantages to expand. The company's business industry chain, turning to the upstream integration of the industrial chain, developing some excellent products and solutions, and gradually abandoning the product suppliers, which makes it more difficult for large screen manufacturers who will only be terminal products to survive, and also began to go to the channel direction. Integrate. Finally, some of the manufacturers and SIs that provide excellent products and focus on the real needs of customers become the “leftovers†of the market, driving the entire market to a healthier direction.
The "trouble" of big screen companies?
Technology, products, business models, industry chains, every business expects to blow themselves up with the help of the Internet + winds. "Internet + in the field of large screens, is to integrate various front-end devices with the big screen, making it a real information-based interactive platform." Zhu Li said. However, to achieve a visual interaction of the big screen, it is not so simple to do.
For a long time, most large-screen manufacturers only provide hardware devices, and the protagonist in platform-based collaboration is software. To build a platform, this requires vendors to have strong software development capabilities and a deep understanding of each industry. Any industry application will involve the docking between many different platforms. Taking Ping'an City as an example, there are N large subsystems in a public security system solution. Each system needs different professional companies in the field to implement. Different systems use different software coding and communication languages ​​to achieve The mutual cooperation between different systems, like Delta's iPEMS intelligent monitoring and visual operation management system, is an interactive platform that is compatible with all front-end manufacturers' systems. Zhu Li pointed out that this is just a very full industry ideal at this stage.
Moreover, the bottleneck faced by platformization is not only simple as hardware-to-software conversion, but for most vendors, capital investment is unbearable. The overall market capacity of the large-screen industry is only several billion yuan, and many equipment manufacturers do not master the core technologies such as movements and panels, and the profit margin is greatly squeezed by upstream manufacturers. How to enhance their voice in the industry chain is still a difficult matter. Some industry leaders rely on government subsidies or listed capital investment to work now, but once they need to invest huge amounts of money in software development, the return on investment can not be immediately seen, which may bring business crisis to the enterprise. This explains why some companies prefer to invest their profits in industries that are not directly related to the big screen, rather than investing them in platform-based R&D.
"It is necessary to achieve platformization and synergy between different systems. This is something that only big companies can do." Zhu Li said, "The size of companies engaged in video products is not very large. If the investment in software is too large, it may be The profit from hardware sales is not enough to maintain the company's software development. However, this does not mean that the Internet + will not bring changes to the big screen industry. On the contrary, it will bring the industry's ecological reshuffle." Because customers The demand for industrialized and platformized products is real. If manufacturers want to survive in the market, they can only adapt to the market. The survival of a single product line will be more difficult, and the industry chain will be extended to truly seek video. Technology is combined with the needs of users, rooted in the industry, and gradually realizes the transition from manufacturers and developers to service-oriented solution providers.
What are the three things that can be done by leveraging the Internet + the wind?
Said how to carry out role transformation, the industrial chain structure of the derivative enterprise. Zhu Li believes that there are three main directions: First, a diversified product management strategy. In the Internet era, information exchange and sharing between different application scenarios requires manufacturers to be more inclusive products, showing that manufacturers' product diversification can cope with different needs. Take Delta Group-Zhongda Dentsu as an example: DLP mainly meets High-end requirements such as high control room and command center; LCD can put the business center in the direction of security monitoring; small-interval LEDs can not fall as an emerging indoor display technology.
Second, the company's sales model must shift to a service-oriented model. At present, the whole industry's thinking in this direction is still very clear. Both vendors and system integrators are taking the route of the solution, combining user needs into the overall solution, rather than the past single product sales path.
In addition, with a sound product chain backing, companies need to work hard on application requirements, truly "visualization", and transform the company's hardware advantages into soft power. For example, in the platform development, the Internet database is combined with the database language to write the application software platform, and the solution is made into a platform with openness, compatibility and forward-looking. On the terminal display, realize the combination of large (large screen), medium (PC end), small (mobile phone, iPad) three screens, and realize the control of all terminal display devices of enterprises or industries by means of the Internet platform. For example, transmitting network signals to the display side combines visual information with customer business processes. Among them, the realization process of intelligence and data is the embodiment of the integration of Internet + and large-screen terminals. A large number of data signals are input to the platform. We need to write the program in the database language, and combined with the data acquisition end, so that the data signals of different resolutions and different languages ​​can clearly display the images on the three display devices of large, medium and small. Or data information, which is ultimately used by people.
Zhu Li stressed: The ultimate goal of combining Internet + with big screen is to make people smarter and smarter. Just like the philosophy that Delta Group-Zhongda Dentsu has advocated, visualization is the beginning of wisdom!
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