OFweek smart home network news: Thunderbird was born on the first day it was unintentionally married two shareholders. On March 29, TCL released a brand new Internet TV brand Thunderbird in Beijing. At the same time in the same city, LeTV, the second largest shareholder of TCL Multimedia, also held a press conference to promote high-end new products. Moreover, the two parties did not mention the partnership relationship between the two companies at the press conference. This has caused the industry to make unpredictable changes in the Internet TV industry.
A wave of waves has risen again. Thunderbird's first television product, I55, launched Jingdong pre-sale on the same day of the conference, claiming to have received enthusiastic responses from consumers and broke through 28,716 in just 24 hours. When the news came out, the main distributors of the offline channel had fried the pot. TCL launched the Thunderbird brand was originally intended to carry out internal revolutions, facing the competition of Internet TV brands, but in many home appliance dealers, the emergence of Thunderbird indirectly led to the channel business.
Internet TV bonus gradually fades
Near May Day, TV companies such as Xiaomi, Changhong, TCL, LeTV, and Little Whale have all released new Internet smart TVs. From the perspective of technology application and strategic layout, the overall development of the color TV industry presents three major characteristics. First, traditional TV manufacturers have released Internet smart TV brands, which have opened up multi-brand and multi-channel fine operations; LeTV and Microwhale have released Internet TVs targeting high-end markets. The intent of companies to change from impulse to profit is very obvious. Third, the application of artificial intelligence technology and content resource cooperation have become the norm.
Although smart homes are the trend of the times, the market share of Internet smart TVs has been rising in recent years. However, the overall situation of the TV market is not optimistic.
Ove Cloud Network data shows that in 2016, the global color TV shipments reached 230 million units, an increase of only 0.75% year-on-year. Among them, the volume of retail sales of color TV in the Chinese market was 50.89 million units, an increase of 7.8% year-on-year; the retail sales amount was 156 billion yuan, a year-on-year decrease of 1.8%. In 2017, the TV market was still in a grim situation. In February, the TV sales volume was 2.75 million units, down 12.4% year-on-year and down 52.1% month-on-month. The sales volume was 8.8 billion yuan, down 0.7% year-on-year. 53.0%. Judging from the overall situation in the industry, the color TV market runs counter to the amount, and the intense competition in the industry has reduced the concentration of brands. The entry of Thunderbird will accelerate the reshuffle of the industry. Xiaomi touched porcelain music in the "rice season" is an intuitive example.
However, according to TCL Multimedia vice president and CEO of Thunderbird Technologies Guo Tao, the business model of the color TV industry has changed from simply selling hardware and selling products to product + service. There are still many opportunities for Internet TV. TCL also has many opportunities. Can do better. On the one hand, TCL Group has a strong hardware integration capability and manufacturing strength. Thunderbird in the supply chain crisis has shown its advantages over other Internet TV brands. On the other hand, Thunderbird entered into partnerships with Tencent and Ali and integrated resources such as content and internet services. In the future business model, Thunderbird hopes to expand advertising revenue while providing more value-added services and membership services.
In addition to the large-scale situation where the increase does not increase, due to the late entry, many people in the industry still have doubts about the development of Thunderbird.
"The time window is wrong, Thunderbird as an independent Internet TV brand is slightly delayed at this time." Liu Buchen, a senior observer of the home appliance industry, said that the days of Internet TV brands are not good, and the growth rate of the online market has shown a downward trend. Some thunderbirds are born untimely.
The analysis of the relevant reports of China-Yikang pointed out that the growth dividends of online channels in the color TV market are waning, online and offline are tending to balance, and the online growth rate of color TV market has dropped from 109% in 2013 to 36% in 2016.
At present, many Internet TV brands have abandoned the original pure pursuit of cost-effective model, with the traditional TV manufacturers have formed a high, medium and low-grade segmentation layout. In addition, the use of millet and music as the representative of the Internet brand is also expanding the offline terminal experience experience shop. The offensive and defensive between traditional TV companies and emerging Internet brands and Internet TV brands has evolved from the previous local online and offline disputes to a full-scale war.
Internet TV accidentally hurt traditional channel providers?
The reporter learned that Thunderbird will put 70%-80% of its shipments online, and its main target group will be young people in mainstream areas. However, in the opinion of many third- and fourth-tier distributors, a considerable portion of Internet TV will be shipped offline. Since the products are generally ex-factory, they will go through two levels of price increase: the wholesale price of the agent and the retail price of the retailer. The offline store will be at an absolute price disadvantage.
According to data from Ove Cloud Network, retail sales of household electrical appliances under the three-fourth market in 2016 decreased by 1.7% year-on-year. Although the performance is relatively stable compared with the primary and secondary markets that are affected by the impact on the online market, the traditional offline dealers' living environment is gradually facing the rapid growth of the manufacturers' self-built channels, the sinking of Jingdong Suning channels and the construction of rural logistics. deterioration.
Fan Xixi, chairman of Shanghai Micro-Education Consulting Co., Ltd. believes that in addition to the price disadvantage, traditional dealers are also facing shrinking offline sales. The overall market capacity is certain. The tilt of the Internet TV brand means the increase of online sales and the shrinking of offline sales.
From an objective point of view, streamlining channel levels and integrating online and offline are social development trends. Moreover, the target group of Internet TV is young people in the mainstream area, and some offline dealers ignore the “closedness†of Internet brands.
"The emergence of the Thunderbird does not mean that there is a direct conflict between online and offline. This is not the same as the price difference between the same product and the same model online and offline." Zhang Shaoshuo, head of the Home Appliances Distributors Union, told reporters that Thunderbird As a specific Internet brand positioning is a young group, while the active level of the three-fourth market is affected by many middle-aged and older groups, Thunderbird's sales channels, regions, and target groups are largely dislocations.
Zhang Shaoshuo believes that reducing the channel level is the trend of the times, home appliance dealers can not talk about network discoloration, but should reduce the channel cost through direct purchase direct purchase, in the guarantee of product quality based on sales for the expansion of revenue, with the help of household appliances cleaning, maintenance Standardization of value-added services such as expansion of revenue sources.
brightness
LCD is a substance between solid and liquid. It can't emit light by itself, so it needs additional light source. Therefore, the number of lamps is related to the brightness of the Liquid Crystal Display. The earliest liquid crystal displays had only two upper and lower tubes, the lowest of the popular type was four lamps, and the high-end one was six lamps. The four-lamp design is divided into three types of placement: one is that there is a lamp on each of the four sides, but the disadvantage is that there will be dark shadows in the middle. The solution is to arrange the four lamps from top to bottom. The last one is the "U"-shaped placement form, which is actually two lamp tubes produced by two lamps in disguise. The six-lamp design actually uses three lamps. The manufacturer bends all three lamps into a "U" shape, and then places them in parallel to achieve the effect of six lamps.
Tip: Brightness is also a more important indicator. The brighter the LCD, the brighter the LCD, it will stand out from a row of LCD walls. The highlight technology we often see in CRT (ViewSonic is called highlight, Philips is called display Bright, BenQ is called Rui Cai) is to increase the current of the shadow mask tube to bombard the phosphor to produce a brighter effect. Such a technology is generally traded at the expense of image quality and the life of the display. All use this The products of this kind of technology are all bright in the default state, you always have to press a button to implement, press 3X bright to play the game; press again to turn to 5X bright to watch the video disc, a closer look is blurred, you need to watch The text has to be honestly returned to the normal text mode. This design actually prevents you from frequently highlighting. The principle of LCD display brightness is different from that of CRT. They are realized by the brightness of the backlight tube behind the panel. Therefore, the lamp has to be designed more so that the light will be uniform. In the early days when selling LCDs, it was a great thing to tell others that there were three LCDs. But at that time, Chi Mei CRV came up with a six-lamp technology. In fact, the three tubes were bent into a "U" shape. The so-called six; such a six-lamp design, plus the strong luminescence of the lamp itself, the panel is very bright, such a representative work is represented by VA712 in ViewSonic; but all bright panels will have a fatal injury , The screen will leak light, this term is rarely mentioned by ordinary people, the editor personally thinks it is very important, light leakage means that under a completely black screen, the liquid crystal is not black, but whitish and gray. Therefore, a good LCD should not emphasize brightness blindly, but more emphasis on contrast. ViewSonic's VP and VG series are products that do not emphasize brightness but contrast!
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