Why Internet companies are louder than traditional manufacturers in the layout of artificial intelligence TVs
OFweek smart home network news Internet +, big data and other strategic blueprint has gradually changed from the concept to reality, the integration of the Internet and traditional industries, has greatly changed the original pattern of traditional industries and product connotation, especially in the television industry, the Internet integration TV products have not only added new vitality to the TV industry that was defined as a sunset industry, but also gave birth to an unprecedented brand competition. In the current TV market, nobody fears that this is the case.
On the one hand, Internet TV brands have risen to the fore, facing positively with the traditional TV manufacturers, leaving foreign TV makers aside. Today's TV market is exactly the power confrontation between Internet TV and traditional TV companies, and a two-tiered world has formed a competitive pattern.
On the other hand, the high-speed penetration of Internet technology has led to the popularization of the original functional color TVs to smart TVs, and this popularity is extremely alarming. According to statistics, the penetration rate of smart TVs reached 84.5% in 2015. By 2016, smart With more than 50 million TVs sold, the penetration rate has exceeded 95%, and smart TV sales are expected to reach nearly 70 million units this year.
In other words, there will be more than nine families in ten families who choose to buy smart TVs. Then, what reason do you have to believe that all the new products introduced by the manufacturers are smart TV standard? More importantly, smart TVs that can easily be connected to the Internet are no longer able to meet consumer viewing requirements for consumer upgrades. They are looking for smarter, more interactive television products, eliminating the need for manual channel switching, search, and other steps. As a result, artificial intelligence television broke out in 2017.
Artificial intelligence technology is used in smart TVs, which is a subversive innovation in human-computer interaction on large-screen display devices. Nowadays, smart TV selling points are all focused on human-computer interaction, voice recognition, and smart recommendation functions. Smart home exploration centered on artificial intelligence televisions is already open.
On July 26th, at the 2017 Artificial Intelligence TV Industry Summit held in Beijing, China’s first personal industrial smart TV industry alliance was established. Its members mainly include Changhong, TCL, Hisense, Storm, Xiaomi, LeTV, and Little Whales. Companies and institutions are working together to push the artificial intelligence television industry into the fast lane of development.
It is undeniable that from last year to this year, a number of TV manufacturers have launched color TV products that use artificial intelligence as selling points, such as Changhong CHiQ TV Q5N, Xiaomi TV 4, TCI Internet sub-brand Thunderbird, and Micro Whale Smart Voice TV 2.0. Storm X5 ECHO, Cool Open U3B Series, Popular Q Series, etc. According to rough calculations, there have been no fewer than ten TV manufacturers that have launched new television products that use artificial intelligence as the main publicity point.
Looking at these manufacturers who are in love with artificial intelligence TVs, it is the traditional TV brand Changhong that is the first to deploy artificial intelligence television products. What followed was the emergence of all Internet TV companies, including Xiaomi, Thunderbird, and LeTV. , Little Whale, Storm TV, Cool Open, etc. Although some traditional enterprises have introduced so-called artificial intelligence features such as voice search, smart recommendation, etc. this year, but in the promotion of the market, this part of the traditional manufacturers still mainly promote television technology, such as Skyworth OLED TV new products - Wallpaper.
During the 51st of this year, Skyworth introduced an OLED TV with an artificial intelligence system "Samantha" - Wallpaper. The built-in artificial intelligence system can be used to provide all-round help for users to complete all instructions through voice control. The TV conducts natural speech semantic interactions. According to the current artificial intelligence television standard, Wallpaper can be viewed as an artificial smart TV, but from the actual marketing point of view, Wallpaper has more emphasis on "one", thin, OLED technology highlights, special There are few reports on artificial intelligence televisions.
On the other hand, Internet TV brands are advocating the advantages of artificial intelligence TVs. New product names are mostly suffixed with "artificial smart TVs", such as millet TV 3s artificial intelligence TV, millet TV 4A intelligent voice interactive television, Thunderbird artificial intelligence TV, LeTV's unique intelligent voice TV, micro whale drunk thin A series intelligent voice TV, storm X5 ECHO artificial intelligence TV and so on.
Compared with the two major camps of Internet TV and traditional TV manufacturers, it seems that their attitude toward artificial intelligence TVs is a bit subtle. Internet TV companies clearly call for higher than traditional TV manufacturers. What are the reasons? In my opinion, there are the following points:
Internet TV companies use the Internet as a gene, which is inherently linked to artificial intelligence. The newly released "2017 Artificial Intelligence TV White Paper" clearly defines that artificial intelligence televisions can "receive user instructions through sensors, rely on basic applications and basic data platforms to identify and understand user goals, make feedback and processing. At the same time rely on perfect technical logic and large Data operations, combined with deep learning algorithms, analysis of user habits, user preferences and behavioral logic to achieve more accurate interaction and personalized content recommendations. The contents and behaviors that can be fed back are inseparable from the Internet. This means that Internet TVs that take Internet content as an advantage are more closely related to artificial intelligence.
In the face of emerging trends, traditional TV manufacturers are more rational. After all, the future development of artificial intelligence TVs is not yet clear. At present, artificial intelligence television is still in its infancy, and it will take time to fully realize. The veterans who have experienced battlefields naturally dare not rush to send troops. On the one hand, they are based on experience and the second is the defensive mentality of traditional TV manufacturers. Internet TV manufacturers do not have the experience to predict, but firmly believe that "Standing in the air, pigs can fly" faith, impulsive.
Third, this year, the Internet TV market suffered a reshuffle and urgently needed new content to divert consumers' attention and achieve market breakthrough. Entering 2017, under the background of insufficient scale and low prices, Internet TV brands suffered a decline in sales volume, coupled with the collapse of Internet television Big Brother LeTV, which made the Internet TV manufacturers distracted. This led to the fall of Internet TV companies. From a prosperous to a suspenseful situation, it was once depressing. Some leading companies started from the entrance of artificial intelligence television, supplementing the excessive blood loss on the fund side with high price points, and at the same time they can effectively divert consumers' attention and rekindle the passion of Internet TV sales.
Right now, the homogenization of Internet TV products is extremely serious, and the selling point of the publicity is nothing but rich content and low prices. In the case of major major brands with little hardware difference, spelling content, price adjustment, etc. have become a unified means for the Internet TV industry, but it is not easy to use more of such means, and it is difficult to rely solely on stock content to fight. The formation of a real competitive advantage will determine the life and death of Internet TV will be a unique way of innovation, artificial intelligence TV seems to be the life-saving straw for Internet TV to seek differentiation.
5. Under the market factors such as rising raw material prices and sluggish market demand, most traditional TV manufacturers have experienced strong winds and waves. Therefore, the ability to adapt and defuse risks is stronger than that of Internet TV manufacturers, and thus there is no impetus for exploring the emerging markets. . In 2017, the TV market began to fall into a slump, sales dropped sharply, and industry net profit fell below 1%.
Ove Cloud Network data show that from January to May this year, domestic color TV shipments fell 12.1% year-on-year, retail sales fell 7.1% year-on-year. It is the squeeze of multiple negative factors outside the Internet, Internet TV manufacturers are mostly difficult to resist through the brand's own strategy adjustment, but the traditional manufacturers are different, they are no stranger to this market environment, and can rely on their own powerful "self-repair "The ability to survive this robbery, so compared to the high-profile layout of the Internet TV manufacturers in the field of artificial intelligence TV, traditional TV manufacturers still choose to hesitate again and again.
In summary, Internet TV and traditional manufacturers have different attitudes towards artificial intelligence televisions. One is “radical†and the other is “conservative.†However, artificial intelligence technology has opened its doors to the field of television. Moreover, Mei Xiaochun, director of the China Wisdom Family Research Center, believes that the application of artificial intelligence in the home appliance industry is still at a particularly preliminary stage. Even the vast majority of home appliance artificial intelligence products are mere concepts. From the perspective of the development of smart appliances, it has just entered a stage of commercial large-scale application. However, it is in the early stage of industrial development that when everything is a fixed number, it is only profitable.
At present, the intelligent commercial era is gradually unveiled, and the booming artificial intelligence television just meets the needs of consumers' products. However, whether or not the artificial intelligence television industry has reached the commanding height of the market when the artificial intelligence television industry has not yet become truly mature has become The majority of Internet TV manufacturers have succeeded in winning the key points of traditional TV manufacturers.
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