Intelligent color TV industry in the policy "wind" under both hard and soft

According to the latest statistical data from the Ministry of Industry and Information Technology, in the first quarter of 2015, the home audio-visual industry with TV as the core kept warming. The industry produced 33.316 million color TV sets, an increase of 7.5%. The Chinese color TV industry, which experienced the “winter 2014,” finally reversed and reversed in the first quarter of 2015. The volume of retail sales and retail sales in the color TV market increased. This "recovery" has also been reflected in the Q1 financial reports of several domestic color TV manufacturers.

In the first quarter of this year, Hisense's revenue was 7.528 billion yuan, an increase of 9.01% over the previous year; net profit was 483 million yuan, a year-on-year increase of 5.75%. Changhong's revenue was 13.713 billion yuan, an increase of 9.44% year-on-year; net profit was 0.17 billion yuan, an increase of 87.57% year-on-year to 9.23 million yuan. Konka's revenue was 4.569 billion yuan, a year-on-year increase of 12.83%; net profit was 7.75 million yuan, a year-on-year decrease of 18.59%. TCL Group achieved operating revenue of 23.31 billion yuan, a year-on-year increase of 10.19%; net profit of 982 million yuan, of which net profit attributable to shareholders of listed companies was 754 million yuan, an increase of 2.61%.

However, the subsequent period of May 1st promotion, the entire TV market, the amount of retail sales, and the year-on-year decline in the performance also reflects the downward pressure on China's economy, and the domestic market excess capacity, narrowing demand, increase the speed shift Under the influence of multiple factors such as structural adjustments, the high-speed growth of China's color TV industry is difficult to continue. The overall layout of high-end color TV products represented by ultra-high definition, curved surfaces, ultra-thin, large-size, and smart TVs has clearly become the mainstream strategy for China's color TV manufacturers to accelerate their consumer demand and further seize foreign brand shares. Among them, under the guidance of the national "Internet Plus" strategy in 2015, the smart TV industry has ushered in a new opportunity for development.

The author said that after four years of market development, although the development of China's smart TV industry has bid farewell to its infancy, and smart TV has become an important area for stimulating terminal sales and promoting the transformation of traditional color TV companies, there are still many deficiencies. Under the policy “outlet”, color TV companies need to re-examine the development path of smart TVs and even the entire smart home industry, and break new grounds in technological innovation, resource sharing, industrial integration, and open platform construction.


From getting rid of "hardware thinking" to "software and hard work"

When news about "Google M&A Motorola" and "Nokia was incorporated by Microsoft" spread all over the world, marking the entire consumer electronics industry ushering in a new era of development, this era is "mainly characterized by the marginalization of pure hardware manufacturing companies. "The explosion of subversive signals seems to make even China's color TV manufacturers, who are in the traditional manufacturing sector, feel uneasy and embarrassed. Get rid of the hardware thinking, grasp the concept of market demand with the "data + content" operation concept, and start to constantly challenge the traditional competitive logic of "relying on cost advantage to gain competitiveness". Especially in 2013, after the cross-border TV industry represented by LeTV and Xiaomi, the traditional color TV manufacturing companies that are not willing to be the symbol of the old economy formally started the strategic transformation with Internet thinking.

However, it is too eager to think about operating users through the Internet and change the fact that “the audience is constantly away from TV”. It also caused TV brands to deviate from the “hardware manufacturing-oriented and technological innovation” in the process of promoting the development of the smart TV industry. The "first" development trajectory, ignoring the backward application of hardware performance and propaganda-raising is greater than the actual use value, will eventually only bring consumers the problem of "poor experience". Because the product's practicality, controllability, convenience, and hardware configuration with the software will affect the user's terminal experience.

From this point of view, the innovation trend of the smart TV industry is becoming a new competition ecology combining hardware and software. At this point, Changhong, the first to propose an Internet transformation and landing the "home Internet strategy," is clearly at the forefront of its peers. In the past two years, under the guidance of the new “three-axis” intelligent strategy of “intelligent, networked, and collaborative”, Changhong has launched a series of smart terminal products such as CHiQ TV, CHiQ refrigerator, and CHiQ air-conditioner. The concept of "products, higher than the product" has embarked on a transition path of "characterized by software and integrated into hardware".

Taking CHiQ TV as an example, if we say that a generation of products is more innovative in terms of software such as systems and applications, the cumbersome manipulation and interaction of traditional smart TVs are changed, and the problem of how “users watch TV” is solved. Second-generation products are more focused on strengthening the hardware configuration of televisions. By adopting the "M+ dual-core" smart-link technology, they will realize seamless linking and linkage between the mobile chip in the "mobile puzzle" and the TV chip in CHiQ TV to enhance the terminal. The processing performance of the operation, so as to ensure the user experience and TV experience when running large-scale applications, directly hit the "user how to play TV" pain points. Not coincidentally, not long ago in the Hisense Smart Home "X" strategy release and VIDAA 3 media communication experience meeting, senior vice president Liu Hongxin also said that Hisense hopes to use the "X" system to enhance product hardware competitiveness and ensure smooth user experience.

In this regard, the author pointed out that today's television industry, whether it is the "intelligent" exploration, or in the field of high-end screen display "distortion", first of all should be to ensure the use of product value as the premise, that is, "user demand "Oriented. Because of the return of hardware, the collision of the Internet and traditional manufacturing, the integration of hardware and software innovations, and the intelligent production and life, it is the quality of the future industrial revolution.


From "Applied Application Ecology" to "Shared Services"

When the "Internet +" action plan was first proposed in Premier Li Keqiang's government work report, many people are not concerned with the "Internet" but "plus what." Many people's understanding is the same as that of Ma Huateng. They use the Internet platform to use information and communication technologies to combine various industries, including the Internet and traditional industries, to create a new kind of ecology in new areas. This form is actually The color TV field has already begun. Only at the beginning of the development of smart TV, "cross-border alliance" was seen as the third mode parallel to the "self-reform" of some home appliance giants and the "self-built ecology" represented by music.

At that time, based on concerns about "segmentation of interests," some traditional color TV manufacturing companies held a "rebel" attitude towards IT and Internet companies, and hoped to realize the transition to the Internet through the same "self-built application ecosystem" as LeTV. The traditional color TV manufacturing companies that choose to marry with Internet companies are mostly limited to the cooperation of a certain TV product in the field of “software applications and hardware manufacturing”, such as TV+ and Skyworth, which were the first to achieve cross-border cooperation between TCL and iQiyi. With the cooperation of Ali to create a cool open, and Konka and Tencent this year, the main push of the game TV, Haier and Ali main shopping TV.

With the "Internet Plus" strategy proposed, cross-border development of traditional home appliance manufacturers, including the color TV companies, and related businesses in the Internet and other related fields is entering a new phase. The "cooperation" field is gradually extending from products to capital and strategy. At the level, the areas involved are also more extensive. Based on this, many home appliance brands began to try to use a more open mind to meet the entry of Internet companies. After Midea and Xiaomi joined each other and TCL joined hands to achieve capital connection with Wanda Group, Huaneng Technology, which Changhong and TCL both share, has also officially introduced Tencent Investment as a strategic investor. For Changhong and TCL, Tencent’s resources in the fields of video, games and life services, as well as user data in social areas such as Wechat, will contribute to their respective smart ecological construction. For Tencent, investment in Huannet Fancy its layout and development potential in the Internet TV industry. The establishment of capital ties between the two parties will not only help to jointly tap into the future growth value of Big Screen, but also lay a foundation for future expansion of emerging cross-border products.

In addition, judging from the new smart TV products currently released by color TV companies, TV games, TV shopping, and living room education have gradually become the focus of the company's layout, in addition to TV dramas, such as Changhong and Konka entering the TV game. In the field, Haier and Hisense stepped up their efforts to build a TV shopping platform. The recently released smart TV industry development white paper (2015 edition) also mentioned in the outlook that the smart TV application service will be more abundant in 2015, and the layout of video games will be accelerated. Media entertainment, care for the elderly, e-commerce, culture and education, health care Security control, etc. will also be gradually connected to the family. It is not difficult to see that in the future, in addition to Internet companies, traditional color TV manufacturers will also further strengthen their cooperation with other related companies.

The author pointed out that in reality, “Internet+” emphasizes “plus service”, industry integration, and cross-border business. The ultimate goal is to provide your users with a personalized set of services in a consumer-oriented business society. solution. Cooperation between companies in different fields can be seen as a "sharing of services," which does not contradict the "self-built application ecology" of traditional TV manufacturers. In the future, traditional manufacturing companies, including color TV sets, will have to make efforts to change to “service providers.” At this point, Internet companies have no absolute advantage.

From "Change of Terminal Entry" to "Decentralization"

Some media believe that the greatest value of "Internet +" is "connection", which brings enterprises and users to the same level, so that enterprises and users no longer need to communicate across dimensions. In fact, starting from the intelligence of other home appliances in television, connecting the "smart home entrance" between users and businesses has become the focus of business disputes. At one time, many color TV manufacturers used smart TVs as the entrance to smart homes, and others said that TVs were "home intelligence control centers." However, in reality, smart TVs are not connected to other smart home products. A piece of "entertainment screen." As a result, people have shifted their focus to the "control mode" of smart home appliances. The smart TV control mode has also been controlled by a full-keyboard remote controller at the beginning of development. It has evolved into a minimalist remote control, mobile phone control, and voice control at this stage. The state of coexistence of multiple control methods such as body motion, gesture control, and facial recognition.

However, different control methods have advantages and disadvantages. Among them, the more popular control methods are cell phone control and voice control. At present, the general home equipment control commands can basically be solved through voice, which is regarded as an important link in the future of home product links. However, at this stage, the task instructions that can be accomplished by voice control are limited, and, for the limitation of viewing distance of television products, the far-field recognition and accuracy of voice technology still need to be improved. While smart phones control smart home appliances such as TVs, although they are considered to be both "manipulation features such as voice, touch screen, and somatosensory," and are flexible and free to operate, they are also the easiest smart home entrances. However, the smart home will not rely on only one screen in the future. Moreover, the versatility, compatibility, and ease of operation of the mobile phone APP have yet to be resolved, and there is also uncertainty as to whether the smart phone can assume the role of the “manipulation center” in the smart home. .


In fact, whether it is a remote control, mobile phone, voice, or other control methods, the most obvious performance is the continuous miniaturization of the control system equipment terminals, which also conforms to the "Internet +" strategy to emphasize the integration of data for smart home decentralization. "The concept. In other words, there will be more than one terminal that can become a smart home entrance in the future. Traditional color TV manufacturers need to place a series of smart home appliances such as smart TVs in the “small smart” position to establish the “big smart” concept. At this point, Changhong’s transition is the fastest, compared to other color TV brands that are trying to improve the user experience, enrich applications and content, and make television more beautiful.

On the one hand, based on the "Home Internet" strategy, Changhong has the most complete planning for smart home appliances including CHiQ TVs. On the other hand, CHiQ TV's "Mobile Internet Control Mode" seems to shift the center of the TV's control center to the mobile phone. In fact, the mobile phone is just a control tool. The operation of the big data and cloud platform behind it is the future. Determine the key to Changhong’s discourse power in the smart home field. In particular, Changhong’s innovative IPP open protocol framework at the mobile end not only integrates computer technology, microelectronics technology, network communication technology, intelligent control technology, and home smart terminals, enabling the interconnection and interoperability of smart home terminals, but also through the establishment of The Internet of things system can also realize information sharing in smart home systems, security monitoring systems and other fields.

If the future through download or into the Changhong IPP technology software application system, complete the compatibility and interconnection of other home appliance brand smart terminal products, which will play a positive role in the establishment of China's smart home unified standards and platform construction. The author stated that the smart TV and smart home industries in the “Internet+” era will present a more open and compatible ecology of interconnection, mutual control and mutual control. Under the “unbounded connection”, whoever has the ability to collect and distribute data resources can Become a real winner.

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