OFweek smart home network news This year's color TV market is extremely difficult to tread, the aftermath of panel prices is still aching, always like to promote the capital operation also converged some arrogance. The trend of high-end transformation of the entire consumer industry has made many Internet TVs hesitate. The perseverance of the price war almost soaked all brands in the quagmire. All this seems to indicate that the parabolic model of the color TV industry is continuing to show up. The bubble in the stock market's implication is bound to suffer a harvest in the face of such a depressed market.
In the sales season just past the May Day, the color TV sets that should have been sold in large quantities did not have enough sales. During the May 1st period, the overall sales volume of the domestic market was 1.76 million units, a year-on-year drop of 13%; sales of 6.4 billion yuan, a decrease of 2.5%.
Picture from Ovie Cloud Network
Of course, the first one is a microcosm of miniatures. Looking at the first quarter of 2017, China's color TV market shipped 11.69 million units, a year-on-year decrease of 14%. In the first quarter of this year, the retail sales of Chinese TVs decreased by 12.5% ​​year-on-year, and retail sales also fell by 6% year-on-year.
Let's take a look at the performance of the A-share four TV companies in the first quarter. Sichuan Changhong's net profit attributable to the parent company was 32.98 million yuan, a year-on-year decrease of 84.7%; Hisense’s net profit attributable to the shareholders of the listed company was 269 million yuan, a year-on-year decrease of 49.53%; however, the net profit of the TCL Corporation was 447,819,900 yuan, a year-on-year increase of 71.86%. ; Shenzhen Konka A net profit of 26,245,400 yuan, an increase of 211.35%.
Picture from Ovie Cloud Network
It was influenced by the “three highs and one low†in the fourth quarter of last year with high growth and high inventory, high machine cost, and low market demand. Although there are some interesting differentiations between different brands, the overall situation is still declining.
As a stock market, color TV sets are extremely slow, and how can they be able to shake up such markets? The means of the Internet TV brand is to make every effort to create a variety of “gimmicks†and shift the major issue of hardware manufacturing to Content and software come from. However, throughout history, it is not difficult to see that so far no hardware-manufactured company has made a fortune in software.
Even Apple, the most profitable apple in the world, has the highest percentage of hardware profits.
How does Internet TV face such a market rule? How effective is it in struggling to solve all problems? From the second half of last year, the cost of small and medium-sized panels of 40 inches or more has risen by up to 100%, and the maximum cost of large-size panels of 60 inches or so has risen. Also rose by 30%. The overall average size of each segment increased by 40%.
Picture source Yikang
What kind of disasters are these low-cost Internet TV shopping? The total number of those Internet TV companies that claim to be able to cash out through content operations, VIP charges, advertising placements, etc., may not even rise on the panel. This price. It can be imagined that, in the case of limited market share, it is not foolish to talk about the business model of content operations.
And when the original Internet TV with a price of 999 yuan was forced to rise to 2,099 yuan, when the charge for Internet TV content evolved into a turn-on and turn-off advertisement, it would be attractive.
Its attractiveness only comes from the so-called artificial intelligence, the so-called VR, the so-called elimination of the remote control? The so-called play games, K songs, online shopping? These are really pain points that the TV can solve well? Even play 60fps, 4K , HEVC, 10bit video must Kardon's TV, even with the player can not decode the TV MKV, to tell consumers that it can shop? It is simply the cart before the horse.
Perhaps the greatest attraction is to follow the stories and bring the stock market's N daily limit to follow suit. However, after such a bubble, the stock market plummeted, and the leader was forced to perform multiple share pledges.
In the more than 20 years of hardships, local traditional TV manufacturers have driven away Japanese and South Korean companies by virtue of price wars and marketing wars. After so much hardship, he has long practiced armor. Nowadays, the marketing gimmicks of Internet companies are just a few fragments written by traditional TV manufacturers.
With the return of capital markets to rationality, the "burn money" bubble has gradually begun to burst in 2017. Internet TV, which is hailed as the next outlet, still has a long way to go.
On the other hand, the large-screen value of Internet TV on the battlefield has also become precarious. Our time has been extremely fragmented. In order to trap users' time on smart TVs, it is time to compete for users with mobile devices, PCs, movie theaters, KTVs, and game consoles. These methods, which are hailed as new business models by Internet TV, actually have better alternatives and better ways of experiencing. Please do not worry about Dior's heart and do UNIQLO's business.
Last year, there were large-scale sports events such as the European Cup, the America's Cup and the Olympic Games to stimulate the sales of color TV sets. Internet TV manufacturers also purchased a large number of sports events with live broadcasts and on-demand copyrights.
Last year's real estate market also followed 2013, real estate transaction area and turnover both hit a new high. The prosperity of the real estate industry has also driven the rapid growth of the entire home appliance industry.
However, in 2017, all these great environments that existed have disappeared. The bubble rolled up by Internet TV will soon show its shape, and the color TV industry will also undergo a new round of reshuffle. The new growth space of the industry still needs more stimulating and deeper exploration.
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