Domestic TV subversion should be less banditry and more courage.
Release time:
2018-02-06 09:37
Source:
In the past, TV companies were backward if they didn’t play with Internet thinking; now, TV companies are ashamed to see people if they don’t talk about subversion... This is the true portrayal of the domestic smart TV industry. After LeEco was the first to call out subversion, the traditional TV manufacturers in their sleep shouted out the slogan of transforming to the Internet one after another. After singing all the way, there was a great momentum to drive foreign TV brands out of China.
Display Search, a well-known domestic market research organization, recently released data showing that Samsung Electronics and LG Electronics accounted for almost half of the global TV market in 2014. Among them, Samsung Electronics has topped the global sales champion for the ninth consecutive year with a market share of 29.2%, and its market share even surpasses the sum of the runner-up LG Electronics (16.7%) and the third runner-up Sony (7.9%).
Self-indulgent domestic TV brand
At the beginning of the year, brands such as LeEco, Xiaomi, and Hisense released their performance reports one after another, and claimed that their market share or sales volume were among the best. In the data of many international agencies, there are no domestic brands in the top three positions. Why? Frankly speaking, the reports of LeTV, Xiaomi and Hisense are not bragging, but reports for a certain market segment.
On the whole, domestic TV brands are still in a very weak position. In the field of smart TVs, the sales volume of a certain product of Hisense, TCL, Skyworth and Changhong may be among the best, but the sales volume in the international market is difficult to reach the top. This point can be seen from the sales volume.
According to official data from China TCL Group, the company sold 17,177,463 LCD TVs (including commercial monitors) in 2014, a year-on-year decrease of 2.76%. TCL's smart network TV sales volume was 5,645,425 units, accounting for 32% of the company's 2014 annual TV sales volume. According to third-party statistics, China's Hisense's global LCD TV shipments in 2014 are expected to be around 11.5 million units.
According to the official financial report of South Korea's Samsung Electronics, a total of 51 million LCD TVs were sold in 2014. Regarding South Korea’s LG Electronics, a third-party organization estimates that LG TV’s total global LCD TV shipments in 2014 will be around 32 million units.
From the data point of view, the sales of Korean TV products represented by Samsung and LG account for more than half of the global TV sales. It is gratifying that domestic TV brands have successfully defeated Japanese brands. According to the official data from Panasonic, Sharp, Toshiba and Sony, the sales volume of LCD TVs in 2014 was around 7 million units, and the sales of Panasonic TVs did not include the sales of Sanyo TVs.
In the past year, domestic TV brands have achieved certain results. However, compared with Samsung and LG, there is still a big gap in market share. Blindly emphasizing their leading advantages in subdivided fields is not just the spirit of Ah Q, but a typical self-indulgence.
Domestic TV technology "flawed" urgently needs a breakthrough
Strictly speaking, Japanese TV brands were defeated not because of domestic TV brands, but themselves. Overly optimistic estimates of the prospects of 3D technology have led to the defeat of Japanese TV brands. At the same time, Korean companies represented by Samsung and LG did not invest too much in 3D display technology, but turned to 4K TVs and curved TVs. The Japanese TV brand's error in TV development technology is an opportunity for domestic TV brands to overtake.
Although domestic TV brands have surpassed Japanese brands, the two major Korean TV brands, Samsung and LG, are two mountains on the road of domestic TV brands, and they are two mountains that are difficult to cross. For a long time, the core technology of LCD TVs has been in the hands of Japanese and Korean companies, from LCD panels to display modules and panel technology, which is also a "flaw" for domestic TV brands.
From CRT to PDP, to LCD/LED, and the most fashionable curved screen technology, the core technology of TV is controlled by foreign TV brands. Therefore, the rise of domestic TV brands relies on marketing vocabulary such as smart, dual-core, and quad-core, rather than core technologies. Korean TV brands such as Samsung and LG rely on core technology.
In recent years, the 3D, 2K and 4K TVs perceived by consumers are all screen technologies. At this year's Home Appliances Expo, Samsung showed off a 78-inch curved SUHD TV, or 4K TV. It is reported that the Samsung SUHD screen uses Samsung's latest patented technology, environmentally friendly nanocrystals and an intelligent SUHD re-mastering image quality engine, which has made breakthroughs in contrast, brightness, color reproduction, and detail presentation, bringing all-round excellent image quality experience.
In addition to the screen equipped with the latest technology, Samsung also implanted its self-developed system Tizen operating system in the 78-inch curved TV. In addition to the basic functions of a smart TV, it also has the "Wireless IGRS" sharing function and the "Superior Sharing" function.
Samsung's rival LG is naturally unwilling to be lonely, and released a 77-inch curved TV, which uses self-developed OLED screen technology and also supports 4K. In terms of display technology, LG-led OLED screen technology has also made revolutionary progress in terms of picture contrast and detail presentation. At the software level, LG Curved TV is equipped with its own developed WebOS system. With the same 4K screen display technology, Samsung and LG are taking two completely different paths.
The two Korean companies use self-developed screen display technology, while domestic TV brands are using the display technology of the two Korean companies. According to media reports, the curved screen TV released by Skyworth at the end of last year used the LG Display 4-color 4K Air screen body, equipped with a 64-bit TV operating chip SOC64 with independent intellectual property rights. Compared with Korean or Japanese TV brands, domestic TV brands are more like an assembler.
It is undeniable that Internet TVs represented by LeTV and Xiaomi have set off a smart TV storm, but there is a big gap between sales and traditional TV brands. In the past year, the sales volume of LeTV and Xiaomi was less than 2 million units, and the scale was not as good as that of the declining Japanese brands. This is enough to prove that marketing alone is difficult to support the future of domestic TV brands. The fact that Samsung and LG are leading the market tells us that domestic TV brands must break through the "flaws" of technology to have a future, otherwise the current beauty is just a flash in the pan.
In fact, any industry is the same. It is difficult to succeed blindly relying on marketing. This is a more profound lesson for domestic mobile phone brands. More than ten years ago, domestic mobile phone brands defeated Nokia, Samsung, Motorola and other international brands in one fell swoop by virtue of their low price advantage; after a short period of glory, domestic mobile phone brands were once again surrounded by international brands. In the TV field, domestic brands rely on marketing to gain a position, which is similar to bandits gaining a position at a low level. This approach can achieve some achievements, but it is difficult to achieve greatness. Therefore, if domestic TVs want to truly subvert, they still need to be less aggressive and more courageous. After all, independent research and development is the kingly way to break through
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