“The pressure in 2017 is caused by internal and external problems.†Founder Feng Xin described the storm in 2017, and the word “internal and external†was used in the entire Internet TV industry. The biggest change in Internet TV in 2017 was LeTV, the old stable industry leader who "makes his way" by "self-mutilation." Letv's "resignation" has caused great turbulence in the Internet TV industry. On the one hand, Le Shi-style decline, called the "internal worry" of the Internet TV camp, millet and storm strong complement, the original strong under a number of melee situation by the end of 2017 has become two strong hegemony. On the other hand, millet and the storm not only “eat†some of the markets let by LeTV, but Internet TV camps have been squeezed by traditional TV makers due to the collapse of LeTV and other small-sized companies, which have caused the market to decline. It can be called "external suffering." Is Internet TV retrogressive? Is it being overtaken by traditional TV companies? Is there still chance? How to correctly understand the turmoil of the Internet TV format in this year? Xiao Bian analyzes it. Change the sky: from music failure to millet, storm complement Since LeTV launched Internet TV in 2013, it started this new category. Then millet, storm, micro-whales, PPTV, Kansang and many other start-up companies that cut into TV from the Internet field gradually formed an Internet TV camp and quickly emerged. In less than three years, it has captured more than 20% of the market share of the entire television industry. This has caused traditional television camps to be jealous. However, since the outbreak of the LeSime crisis in the fourth quarter of 2016, a series of changes in the Internet TV camp in 2017 have been triggered. The LeTV crisis began with the capital chain, which also led the market to question the Internet's "hardware free, service charging" model. The most affected is the Storm TV, which was once compared to the "LeviView", making it difficult to raise funds. LeTV has been declining since December last year because of suppliers' problems. With the spread of the crisis, the brand has also been greatly affected. In April of this year, a cliff-type decline began. All Internet TV manufacturers have sang Lehman's loss of market share, and the Internet TV industry shuffled. In sharp contrast to Le Chau’s decline, it is the rapid growth of millet and storms. It is undeniable that Xiaomi TV, which was released in almost the same period as LeTV, is still living in the shadow of LeTV. LeTV bought the largest market share of Internet TV at a very low price, while Xiaomi TV was dragged into the quagmire of losses on the one hand, and on the other hand, it still has a huge gap with LeTV. Xiao Bian heard that Xiao Jun’s founder Lei Jun had set a goal for the Xiaomi television team two years ago: to exceed LeTV in two years. Millet suffered a series of losses for a few years under the control of LeTV. Xiaobian also heard that Lei Jun’s new goal for the Xiaomi television team at the end of last year was to profit in 2017. Xiaomi is fortunate. Both goals should be fulfilled in 2017. The reason is that LeTV has given up the “first†position completely. It also takes a cost-effective approach but maintains relatively reasonable profit space. Xiaomi’s sales growth in the first three quarters is as high as 253.9%. The storm is a bit later than Xiaomi entered into Internet TV. According to the laws of the Internet industry, entering any field requires a subsidy or money-burning process. The two screens in the storm strategy—TV and VR/AR are in the money-burning stage. The storm’s funds are In 2017, it was quite embarrassing. This caused Feng Xin to encounter “nearly 12 years since I started my business. This year's financing is the toughest and longest period for me.†But on the other hand, the storm is also fortunate. Letv ascendant storm is also one of the biggest beneficiaries. The sales of Stormwind TV for the first three quarters increased by 30% year-on-year, and revenue increased by 82%. The fourth quarter's data has not yet come out, but the fourth quarter is expected to grow even more rapidly. According to Feng Xin, during the Double 11 World War, Xiaomi’s sales volume was about 200,000. Stormy AI TV was followed by sales of more than 100,000 units, and LeTV only had 50 to 60,000 units. It was only possible to see the back of Big Brother's “LeTVâ€, and from September onwards, the storm has left LeTV behind, and sales have exceeded LeTV for several consecutive months, and the gap has widened. Source: Ovid Cloud Online Sales Monitoring Data The following figure is based on the sales data of online smart TVs detected by Ovid Cloud Network: From this picture, it can be more clearly seen that Xiaomi and Storm are the only two Internet TV brands among the top ten online sales. On the first 11 days of this year, the online e-commerce platform sold a total of 2,057,000 TV sets. According to the statistics of the third-party market research agency Oviyun Cloud, Xiaomi ranked first and the storm ranked eighth, only the top ten players. Some of the two Internet TV brands, formerly the representatives of Internet TV, LeTV, have already fallen out of the top 10. According to: Internet TV still have a chance? There is no doubt that the TV progress of Xiaomi and Storm was not going well until LeTV had "knocked it out." LeTV's idea of ​​"hardware free" has led to a price war for the entire Internet TV at the beginning of the game. Almost all players will be bleed for the game, which means that all players must do a good job in shopping and get ready for huge amounts of money before they can enter the game. At the same time, music as TV users really good reputation, plus the price advantage, in the field of Internet TV is almost a dominance, millet, storm, PPTV, micro whale, see still and other brands, have a big gap with music. Previously, LeTV seemed to be the “endorsement†of Internet brands, so the collapse of LeTV did have a huge impact on the entire Internet camp. Last year, LeTV sold about 6 million units. This year, Xiaomi expects to exceed 3 million units and storms exceed 1 million units. The two fastest-growing internet TV companies seem to be insufficient to make up for LeTV’s market share. According to survey data from Ovid Cloud Network, Q3 Internet TV accounted for 23% of the overall TV market in 2016, and this figure dropped to 12% by the third quarter of 2017. While LeTV collapsed, there were still some small Internet TVs that were in trouble. For instance, it was discovered recently that problems such as layoffs and delays in payment by suppliers were found. Is Internet TV really outdated? Xiao Bian believes that LeTV will use the "hardware free, service charge" model to open up a new category of Internet TV, which does not in fact conform to the market rules of hardware products. It will bring this industry to the "abnormal state" in the beginning. . This year, Internet TV gradually returned to rationality and entered a normal state. Traditional television and Internet TV have seen tug of war one after another. It is essentially an adjustment period for the Internet camp. After LeTV and Xiaomi lifted their Internet TV banner, traditional TV companies also launched their own Internet brands, such as Haier's mooka, Skyworth's Cool Open, TCL's Thunderbird, Konka's KKTV, Changhong's CHiQ, and Hisense's. VIDAA and so on. The irreversible trend is the Internetization of television. The boundary between the so-called traditional camp and the Internet camp in the future will also be blurred. The function of the TV has undergone major changes. 99% of the original Internet TV was just used to watch movies and TV. Now users are starting to release more demands, such as timing, watching the weather, e-commerce shopping, and playing games, which leads to TVs and other homes. Smart appliances started to be associated. At the same time, as AI enters various fields, Internet TV will also jump out of the limitations of watching movies and television and become the entrance of future intelligent families. The application scenario will be even broader. "Internet smart TVs have reached the stage where water is boiling. Smart TVs, as the entry point for smart households, are making home scenes begin to have real business. By 2020, at least 20 percent and 30 percent of Chinese families will enter the real world. Smart family scene." This is Feng Xin's judgment. This year, the storm was the first to launch AI TV in the industry, occupying the initiative of home AI TV, continuing “All in AIâ€, building a smart home product and service portfolio around the TV entrance, and expanding the scene and services of artificial intelligence service families. depth. In the case of relatively large financial pressure, the storm still chooses All in AI, which is based on the judgment of market trends. Therefore, Xiao Bian believes that the overall situation of Internet TV this year is not optimistic, but it is a return to the industry, consolidation. From the perspective of advanced TV itself, the future of TV as an entry point for smart homes is spelled out in technology, content, and operational capabilities rather than the hardware itself. Therefore, the advantages of traditional home appliance companies are not obvious, and millennia and storms, which have strong Internet genes, know how to operate and have leading technologies, have greater opportunities. Foresee: The two strong will be the final game? Millet and storm are not ready yet. This year's "lucky" came a bit suddenly. It is clear that Xiaomi and Storm have not yet been able to "eat" all the market shares LeTV gave up. However, fortunately, both have seen rapid growth, and the market has begun to return to rationality and the pattern has gradually become clear. Take a set of data previously disclosed by Feng Fengxin as an example: The voice user usage rate is 65%; the boot rate is increased from 40% to 65%, an increase of 62.5%; the use period is increased from 5.2 hours to 7 hours, an increase of 35%. ARPU increased from 50 yuan to 63 yuan, an increase of 26%. Xiao Bian believes that in the previous years, users gradually got away from TV. From the storm data, the trend of users returning to the front of the TV is obvious. Judging from the current players in the market, Xiao Bian is still more optimistic about the future performance of Xiaomi and Storm. Millet TV is an important part of Xiaomi's ecology. It is second only to mobile phones. It is a project that Lei Jun is not allowed to fail. Although millet TV didn’t go smoothly in the past two years, it’s a big deal this year. A large part of the reasons for the disappointment of the first two years are also caused by the “abnormal†competition triggered by LeTV. What Millet can do is continue to invest in R&D, integrate content, improve quality, make products better, and have more application models. This accumulation met the market's "gap" this year and broke out in one fell swoop. The storm was officially released after the IPO TV. The real sales in the market are in 2016, and the time in the market is still relatively short. However, Feng Xin's starting thinking is very clear, not to be a simple TV that can be ordered on-demand, but a TV for future smart homes. Therefore, although the storm started a little later and the volume is small, this year it has reached the front of the entire industry in the AI ​​field. Compared with traditional TV manufacturers, the shortcoming of Internet TV lies in offline channels. However, in 2017, the offline development of millet and storms was very rapid. Xiaomi’s offline store has added about 250 new stores within a year, and it is expected that it will continue to grow rapidly next year and the following year. Compared with Xiaomi, the storm's line is more optimistic. It has built more than 6,300 offline channels in one year. This includes a large number of LeTV's previous channels, which have advantages in the field of Internet TV. The rapid expansion of offline channels has made the storms taste sweet. This year, offline sales accounted for 60% of total sales, and the cost of customers was reduced by 32% and the average unit price increased by 34%. At present, compared with the two strongest in the market, Xiaomi’s advantage lies in the ecological energy and the energy of fans, that is, the systemic advantage, and there is a first-mover advantage relative to the storm, so we see Xiaomi running faster and more stable this year. The storm is continuously strengthened in the AI, forming a distinct AI leader image, which will be beneficial to future competition. In addition, after nearly a year of twists and turns in financing, it will receive 800 million yuan at the end of the year, and shareholders will also bring resources in research and development and production, and the supply chain will be further strengthened. From this point of view, the storm is even stronger in the next two years. [Conclusion] In 2017, in the year of reshuffling of Internet TV, the old pattern was completely broken. LeTV was seriously injured and it was difficult to have a chance to return to the throne. At the same time, some small players were washed out. In this reshuffle, the strongest millet and storm of the Internet gene have temporarily become winners. Replaying Internet TV in 2017 can be described as “internal and external problemsâ€, but by the end of the year it will be more appropriate to look back and find that “not brokenâ€. The first few years of the development of Internet TV continued the process of the Internet burning money users. In 2017, the market began to return to rationality, establish business models, and enrich application scenarios. And the borders between traditional TV and Internet TV have begun to blur, and the function of TV has started to jump out of the limitations of watching TV and movies, and it has begun to become the center of smart families. Look at 2018 again, Internet TV begins to enter the new stage. Every change is an opportunity for pattern rewriting. Xiaomi and Storm are the winners this year. Explosion-proof Screen Protector The Explosion-proof Screen Protective Film for mobile phones is a protective film that can effectively buffer the impact, prevent the screen from bursting, or prevent the glass panel from being broken and scattered due to accidental impact of the mobile phone. Screen protector with gloss, texture and surface hardness. PET Screen Protector, Explosion-proof Screen Protector, Explosion-proof Screen Protective Film, Explosion-proof Protective Film Shenzhen Jianjiantong Technology Co., Ltd. , https://www.jjtscreenprotector.com
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