The TV industry is in trouble when it comes to sales.

On the one hand, the sales volume of the entire TV industry has shown a declining trend. According to the latest Q1 TV sales released by Ovi this year, Q1 China's color TV market has a total domestic retail sales of 10.9 million units, a year-on-year decrease of 10.5%, and sales of RMB 36.6 billion. It decreased by 13.3%.

On the one hand, the television industry represented by music as a representative of the new forces has grown by leaps and bounds. In April of this year, the sales volume of TVs in China’s Yikang’s statistics amounted to 157,950 units of Super TV in April, which accounted for 7.54% of the total TV sales, surpassing Samsung. The ranking also rose from 12 in January to sixth in April.

As an important indicator of whether it is accepted by users, the actual purchase rate of users has always been able to explain many things.

According to the laws of the development of things, this year should be the beginning of a new wave of television exchanges, as evidenced by figures.

First of all, according to the data of Ovid Consulting in 2008 and 2009, sales of traditional CRT TVs showed a sharp decline in those two years, and LCD TVs began to gradually enter the family.

In 2009, the overall sales volume of China's color TV market was 34.3 million units, including 9.34 million CRT TVs, a year-on-year drop of 58%. The annual retail sales of LCD TVs was 23,25 million units, an annual increase of 98%, accounting for 73% of the overall TV market. .

According to the average television life of 5-7 years, this year should be a new wave of new and old alternative times, and the demand for television should be liberalized.

At the same time, over the years of sports competitions, household appliances such as TVs have shown a clear upward curve. This year is the Brazilian World Cup year. As the world's largest event, the World Cup should promote TV sales.

Finally, since LeTV entered the market with the image of TV “Subversive”, the price of traditional TV was smashed last year, the price started to stabilize this year, and the price system was reduced. This should also be a major reason for promoting traditional TV sales. .

In fact, the opposite is true. These three factors did not contribute to the overall sales of TV. However, the volume of such new eco-representatives is now rising, but it is still too small, and the role of the broader market is not obvious.

At the same time, according to the results of the annual report issued by traditional TV manufacturers, this problem is also presented intuitively.

Konka: Q1 revenue was 4.05 billion yuan, a year-on-year decrease of 15.7%; net profit was 9.52 million yuan, a year-on-year decrease of 33%. Changhong: Q1 revenue was 12.53 billion, down 3.53% year-on-year; net profit was 9.232 million, down 93.75% year-on-year. Skyworth Color TV Division: Sales in the first three months decreased by 25%, 32%, and 9% respectively year-on-year.

The cold numbers tell us that the traditional TV industry has obviously encountered a lot of trouble, and the replacement tide does not change.

Ice-injured not TV makers, there are TV stations

TV makers are encountering the winter, and television stations at the other end of the television industry are not much better.

Recently, it has been confirmed by two consecutive incidents.

First, Dish, the largest satellite TV service provider in the United States, announced that it will broadcast live TV channels via the Internet throughout the year. The cost of channel packages is only one-third of that of traditional satellite television.

Second, the largest TV channel in China, Hunan Satellite TV and its Mango TV platform, put forward the “not to sell, but only to broadcast” strategy.

It is not surprising that the two giants at home and abroad launch such moves at the same time.

Before that, Comcast, the largest cable TV operator in the United States, acquired TimeWarner Cable, the second largest cable operator.

Li Ruigang returned to Shanghai Wenguang to assume the important task of the transformation of Shanghai Radio and Television, Hunan Radio and Television, Zhejiang Radio and Television has also significantly increased the new media budget, CCTV has also begun to upgrade the pace of development of new media, CCTV network will be taken back straight.

All this is a crisis that points to traditional television stations.

The Star Group, a subsidiary of Publicis Group, the largest advertising and communications group in France, stated that in the past year, the company has transferred more than US$500 million in advertising budgets from advertising budgets, of which three-quarters have flowed into the Internet. video.

The 2013 Shanghai Advertising Market Status Report released by the Shanghai Municipal Bureau of Industry and Commerce shows that in 2013, Shanghai traditional media advertising revenues generally declined, and Shanghai TV and radio media advertising revenues experienced negative growth for the first time in history. According to statistics, among SMG's total revenue, Shanghai Oriental Media Group Co., Ltd. achieved TV advertising revenue of 5.49 billion yuan in 2013, a year-on-year decrease of nearly 400 million yuan, a decrease of 6.8%.

Why is the fire-new force TV more popular?

A poem written by Liu Tangxi, a poet of the Tang Dynasty, still communicates word-of-mouth. There is a “mother of trees ahead of a diseased tree.” It is the fall of a towering tree, accompanied by the rise of a new generation.

Behind the old clocks in the traditional TV industry, the new ecological television industry, led by music, began to show power.

According to the report released by Ovid Consulting, this year Q1, LeTV TV Super TV ranked first in the industry for three consecutive months (Q1). Among them, Super TV accounted for 14% in January, 20% in February, 23% in March, the entire Q1 accounted for 19%, the market share of Sony, Sharp, Samsung Sanyo brand online share of the total.

At the same time, another representative of the new generation of millet is the strong promotion of Xiaomi TV 2 in Xiaomi TV's unsatisfactory circumstances, and took a 27% stake in Xunlei to acquire 10% of Jinshan Cloud’s shares and to take stakes in Xishan. Take a series of actions such as 5% stake to tell a new story for TV.

LeTV millet is a typical product of the new generation. When Xiaomi was doing various layouts for Xiaomi TV 2 , LeTV had already completed the ecological construction. The ecological model of “platform + content + terminal + application” has gradually begun to show its ability of coordinated operations.

The reason why LeTV’s sales volume is different from traditional TV shows is because of the ecology of LeTV.

The main reason why traditional TVs bucked the trend in television exchanges is because there is no innovation. Even under the banner of Internet TV, it is still just a matter of fact. At the same time, the entire company's strategy is still swaying. The positioning of Internet TVs and traditional TVs is still in a state of action and viewing.

Super TV is obviously different. In the beginning, his purpose was to subvert the traditional TV. Therefore, everything from the price system to the TV gameplay began to change.

TV hardware itself does not make money, relying on new hardware for service charge, intelligent recommendation, UI's fuss, a little remote control functions are all new expressions, and more powerful content search is Give TV a different meaning.

In addition, the music as the whole ecological coordination decided that LeTV's terminal once the landing fails, music as the entire ecological system will suffer a serious blow, because from now on, both LeTV, LeTV is not the industry can be a matter of peace of mind, LeTV Before the net, backed by Alibaba's Yutu, backed by Baidu's iQiyi, the two giants. Before LeTV, there are also old and strong enemies whose enthusiasm has been deeply rooted in both the light and the Huayi.

So this directly determines the degree of importance that LeTV attaches to the landing of TV. Of course, not paying attention to it will certainly succeed, but so far I have not seen that casual play can succeed.

Similarly, in the valuation of Million billion US dollars, the living room strategy is an important link. Once the living room strategy fails, simply relying on mobile phones may reach a valuation of 10 billion US dollars, but the capital market imagination will stop here. .

Whether it is innovation or emphasis, it is the biggest reason why LeTV can move with the trend.

The user is the user of the user. It is better to change the drug than to change the drug. This is also the reason for the failure of the traditional TV in the surge of replacements.

Fire - The Internet is eroding the entire traditional television system

Like the Levision, etc., that used the new hardware game to destroy the entire TV manufacturing system, the traditional TV station also suffered a revolution in the video site.

Obviously, the fact is that the status of the TV station is suffering from the severe impact of the Internet. Advertisements follow users. When users flow to the Internet, advertisements also follow.

Netflix’s chief product, Pipe Hunter, bluntly stated in a recent public speech that there will be no TV commercials in the future, one in which paid games will replace advertising, and the other is precision advertising, using big data to directly recommend, “If you are ready to buy today Chevrolet, you may be able to see Chevrolet ads." Hunter said. This means that viewers will see fewer ads and advertisers will target the target audience more precisely.

Obviously, traditional TV stations do not have these now and video sites have them.

After nearly ten years of scouring and sandstorming, hundreds of domestic and even thousands of video sites currently have only a few giants, such as Utu, iQiyi, LeTV, and Sohu.

These giants survived cruel market rules, they are closer to the market and know what users need.

In an interview with Zhang Chaoyang, he mentioned that Sohu can use the power of the entire media group to create home-made dramas that users need to see.

This is unimaginable for traditional television stations. Although traditional television stations are gradually implementing separation between production and broadcasting, this is only a response to the new situation.

In addition, the broadcast mode of traditional TV stations is a disastrous performance for video sites. When LeTV uses the self-made channel to follow the broadcast, and the effect is not lost with the TV station, I believe that the end of the day is also Not far away.

And once certain barriers that restrict video sites from really going to the market are let go, destruction is a matter of minutes.

This is the current status quo of the entire TV industry. The dark side must have a bright side. When an economic system grows old , there will be a new economic system to replace it.