Curved TV competition is just the beginning, the living room economy is the ultimate battlefield

The use of TV as the home user's use of the longest and most frequent home appliances, naturally become the top priority for home appliance manufacturers to compete for. Under the impetus of new technologies, the entire domestic television industry is also undergoing changes. They are forming two major trends:

First, smart TV is completely replacing traditional television. From the perspective of technological development, intelligent television replaces traditional television in the past. This is an inevitable trend. Television experienced the beginning of black-and-white television, then the subsequent color television, and then to the LCD flat-panel TV, which is the trend of technological development. Today, smart new television is driving television to set off a new wave of replacements. China has hundreds of millions of households. From the perspective of the market, China will remain the world's largest smart TV market in the future, and the space is very large.

Second, in the high-end smart TV market, curved TV is becoming the mainstream trend. From the AWE China Home Appliances and Consumer Electronics Expo in Shanghai this time, we only saw Samsung's introduction of dozens of different types of curved TV products, targeting almost all high-end smart TV markets. Among them, Samsung's SUHD TV KS9800 uses the world's first non-bordered curved surface design. The new SUHD TV truly achieves a 360° dead-end design by removing the back screws and using the water back plate. Not only is Samsung such an international TV giant, domestic traditional TV manufacturers TCL, Hisense, Internet TV, millet, LeTV, etc. are also entering curved TV, it is clear that curved TV is becoming an important battlefield for vendors to compete.

Samsung will continue to dominate this field as a pioneer in curved TV

According to IHS Display Search data, from April to June last year, Samsung accounted for 80.7% of the global curved surface television, and its domestic share also reached 68%. At the same time, Ovid Cloud Network (AVC) data shows that as of the end of 2015, the north surface Guangzhou Guangshen surface television penetration rate has reached 25.6%, of which more than 65 inches of television coverage has reached 50%, especially Samsung curved surface television in the market It is up to 74%. Samsung, as the world's largest TV maker and the creator of surface TVs, has an absolute leading edge in curved TV.

First of all, from the perspective of the product itself, Samsung's curved TV products have advantages over other products in terms of quality, surface visual experience, or product quality. Samsung's surfaceless curved surface TV design is also reflected The superiority of its products.

Second, Samsung also has a great advantage in surface television technology. As the creator of curved screen technology, Samsung's innovative R&D moth-eye bionic technology, deep black anti-reverse technology, can provide the best results with minimal glare in any scene. Details. At the same time, through innovative technologies such as cadmium-free quantum dots, 10bit, moth-eye bionics, and HDR, it is possible to reproduce as many as one billion purest colors and even achieve a qualitative change in brightness, color, and clarity.

Third, Samsung Surface TV also has advantages that other TV manufacturers do not have in the supply chain. Many people are aware that having a complete TV supply industry chain has played a decisive role in TV R&D, production, marketing, etc. Samsung can become the world's largest TV maker today, and it can also lead the curved TV market, and its supply chain. The advantages play a crucial role.

In the end, Samsung not only has advantages in hardware, but also forms its own unique advantages in systems and content. Samsung created an independent Tizen TV system and upgraded the system this year. It allows users to personalize and customize TV operating interfaces and enables multi-screen linkage between smart devices such as mobile phones and TVs. At the same time, in terms of content, Samsung also established in-depth cooperation with iCNTV and Mango TV.

Of course, while Samsung dominates the domestic curved TV, it is also facing challenges from domestic traditional TV manufacturers and Internet TV brands. Although they are inferior to Samsung's curved TV in terms of products, technology, etc. With certain advantages, compared to Samsung's curved TV, domestic TV manufacturers have cheaper curved TVs.



Seeing huge market opportunities for curved TVs, Internet TV brands such as Xiaomi and LeTV have also begun to look into this area. They also hope to get a share of this big cake. In December of last year, LeTV released a surface split TV in Beijing, but Xiaomi, as the rival of LeTV, revealed the signal that it would soon produce curved large-screen TVs.

Whether it is compared to Samsung and other TV giants, or compared to traditional TV manufacturers, the current Internet TV brand to create surface TV still has many deficiencies, one is the immaturity of curved screen technology, which is more perfect for them The product experience will become a limitation; the other is the shortage of supply chain layout, which will to some extent restrict the production speed of their curved surface television. However, even though Xiaomi and LeTV are somewhat inadequate in terms of hardware, they are obviously superior to traditional domestic TV manufacturers in terms of soft power.

Letv as the early entry into the Internet TV brand, and gradually become the leader in this area, its biggest advantage is naturally based on the content of LeTV network ecology, LeTV video has exclusive copyright in many video resources. After Xiaomi saw his own shortcomings at this point, he also began to strengthen the content deficiencies. By investing $1 billion in the video content industry, he invested $300 million in Iqiyi while also buying Youku. stock.

In addition, from the point of view of the Internet's marketing channels, LeTV is the first camp of domestic video websites and has a huge user traffic entrance. Xiaomi Mall has actually become the third largest e-commerce platform in China, and it has been imported online. The advantages have a considerable effect on the sales of their curved TVs and branding. In addition, Xiaomi and LeTV's two-headed kungfu hype, the sales of future curved TVs will not necessarily be worse than those of traditional domestic TV makers.

The traditional domestic TV makers did not arrive at the end of the day and actively broke through the results

In recent years, the rise of Internet TV brands has indeed caused a certain impact on traditional domestic TV manufacturers. However, judging from the current overall TV market share, traditional TV manufacturers still have a higher market share than Internet TV brands. They are actively breaking through and laying out curved surface televisions is an important battle for their breakthroughs. TCL, Domestic television manufacturers such as Hisense have started to build their own curved TV.

It is aimed at the immaturity of Internet TV brands in curved screen technology, traditional domestic TV manufacturers have found their new living space. Although TCL and Hisense traditional TV manufacturers are inferior to curved screen technology in terms of Samsung, LG and other Korean manufacturers, compared to domestic Internet TV brands, their years of technology accumulation and research and development still allow them to have in this regard. Relatively more advanced advantage.

From the point of view of sales channels, online brands such as Xiaomi and Leshi have more obvious advantages in online channels, but the layout of online channels produced by traditional domestic TV manufacturers for years has still played a significant role in the sales of their curved TVs. After all, the offline user experience is becoming more and more important, and in the second and third tier cities in China, especially in the vast rural areas, due to logistics and other restrictions, most families still buy TV through offline channels.

In addition, the traditional domestic TV manufacturers have stronger control over the entire supply chain than Internet TV brands. Although traditional Chinese TV makers are less than Samsung in this respect, they are more than enough to compare with domestic Internet TV brands. It is precisely because of these advantages that traditional Chinese TV makers have achieved certain market breakthroughs through the use of curved TVs, and they have gained a share of the market under Samsung’s dominance.

In addition, in the face of deficiencies in television content, traditional domestic TV manufacturers have also begun to strengthen their cooperation with video sites and are working hard to narrow the gap with Internet TV brands. In the competition with Internet TV brands, the war has only just begun and the outcome is far from clear.


Although Japanese manufacturers are actively laying out, it is a sunset.

The Korean TV giants, staring at Samsung, are consuming their own high-end TV market share globally. Japanese home appliance companies such as Panasonic and Sony are also strengthening the strategic layout of curved TV. However, unlike Samsung's aggressive layout of curved televisions, Japanese manufacturers such as Panasonic and Sony are more like passive attacks.

Under the impact of Korean TV manufacturers represented by Samsung and LG, as well as domestic TV manufacturers represented by Haier, Hisense, Changhong, Skyworth, and TCL, Japanese TV manufacturers are in a situation of full decline in the domestic market. Although they also want a share of the high-end TV market for curved TV mainstreams, their declining trend has not been able to support them to continue to fight in the curved TV field. Japanese TV makers such as Sony and Panasonic are already setting the scene, and they will be completely expelled from the surface video battlefield.

Curved TV competition is just the beginning, the living room economy is the ultimate battlefield

According to big data, the value of the living room economy will reach 8.9 billion yuan in 2015, and the profit of TV video ecology in 2015 will reach 5.7 billion yuan, which is 1.4 times that of 2014. It is expected that the profit of video ecology will continue to double in the next 2 to 3 years. . According to data analysis, the value of the hardware and derivative services created in China's entire living room economy in 2015 will be RMB 230 billion. By 2020, the overall size of the living room economy will reach RMB 1.1 trillion.

TV-related videos, games, e-commerce, online education and other home Internet economies are releasing huge industrial value. Curved TV is becoming the mainstream trend of high-end smart TVs, and the number of high-income families buying curved TV will also increase. This group of households has greater Internet value-added service payment capabilities. Compared with low- and middle-income families, they can contribute more home Internet economic expenditure.

From this point of view, from the beginning, only Samsung was promoting curved screen televisions, and today's domestically-made traditional TV brands and Internet TV brands have entered the curved surface televisions. What they are fighting for is not just the market share of high-end smart TVs, but more so. TV dominates the Internet economy scramble.

Samsung has advantages in curved screen technology, content, and supply chain, and will continue to dominate this market. It will gradually penetrate major battlefields from first-tier cities such as Shanghai, Beijing and Shenzhen into more second and third-tier cities. Even in some rural areas, domestically-made traditional TV brand makers and Internet TV brands are unable to compete with Samsung in this battle, but they can also get a share from it.

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