The choice of Internet TV is changing under the impact of the market.

The choice of Internet TV is changing under the impact of the market.

Internet brands such as Xiaomi Leshi are more dependent on marketing gimmicks. I believe everyone will agree with this view. Then why are internet brands not pushing more competitive OLED TVs? Sorry, LG Display will not even consider supplying the screen to the Internet TV brand. Once OLED technology is not a simple assembly line production, it will have a good display effect. Second, LGD will not allow such high-end technology to be played by Internet brands. Bad. In other words, the same OLED screen, the traditional brand price of 20,000 yuan effect is excellent, the Internet brand price of 8,000 yuan is not good, the large number of sub-screen listing will be OLED's own market potential for overdraft.

CES 2017's latest Samsung QLED metal quantum dot TV display performance amazing

Perhaps readers are willing to accept 8000 yuan equipped with OLED technology Internet TV, but from the perspective of panel maker LG Display, they expect OLED TV to exhibit an unprecedented amazing picture quality experience. LGD's expectations for OLED are very high. And this is only the top TV brands such as Sony and LG can do. Therefore, it is not LG Display that does not provide OLED screens for Internet TV, but it is related to the overall reputation of OLED technology and the problem of user impression.

The Sony A1E OLED TV debuted at CES 2017 is excellent regardless of design or OLED screen

Originally, during the Spring Festival, it was supposed to be the peak period for TV manufacturers to promote sales. However, this year's situation is somewhat special. Faced with the rise in the prices of various raw materials, especially the soaring prices of TV panels, companies are facing cost control pressures. The intensity of the 2017 Spring Festival promotional period has been reduced to varying degrees compared to previous years. This phenomenon is in the Internet TV manufacturers. Especially prominent in the middle of the year, when the millet TVs that claimed to not increase their prices in the end of 2016 also "sneaked up" their prices, what do these pressures foreshadow? From the appearance of ...

Judging from the appearance, the profit brought by the low-price competition model is even smaller. Faced with these pressures on profitability, manufacturers will have to re-plan their corporate strategies and return to the right path based on innovation. Low-price competition has brought disadvantages such as lack of innovation and disorderly competition to the industry. Therefore, the increase in raw material prices in this round will bring about cost pressure in the short term, but “the nature of doing business is still to make money”. This is inconsistent with the previous theory. If you do not make money, why should I invest in you? Are you going to burn my money?

Low-cost burning model will usher in the end

Starting in 2015, keeping up with the body of smart phones, the Internet TV market has become another uptake for the IT industry. In order to win at the starting line, some manufacturers have also adopted the low-priced model that the smart phone industry once prevailed in an attempt to lure them with low prices. Quickly draw users. With more and more Internet companies entering the television industry, this trend has gradually intensified, and even negative competitive interest has emerged. The intention is to use the advertising model to fill up the loss, but the high hardware costs and copyright fees are 360-degree. Hit these people's faces.

Price war has become so difficult for manufacturers to turn over

For manufacturers, long-term, low-cost competition will create profit pressures, creating a vicious cycle, leading Internet TV products to fail to carry higher, new and attractive technologies. In fact, the technical upgrading and quality upgrading of TV products will slow down, so as not to stimulate consumers' desire to purchase. Faced with this situation, some companies will even continue to pull down prices. This is a bad and vicious competition. Although "high-quality products are accompanied by high prices," this sentence is not entirely correct, but the aforementioned one penny No one can refute the hard truth of the goods.

Cost and experience deviate from high-tech products without market?

In the display technology for today's consumers, the cost and the sense of enjoyment have deviated from the farther, for example: an Internet TV can give the user a 60-point experience, only need the user to pay 50 points, if the user If you want to experience 80 points or even 90 points, you will need to pay a 50-point cost price. If the technology is improved from 99 points to 100 points, but our customers need to pay 10 points for the technical improvement. Even if the cost price is increased by 100 points or even 100 points, the difficulty of technology will increase. It is reasonable to believe that everyone understands. But this does not mean that no one pays for the high technology. Some time ago we visited the store. In the store, more consumers are keen to buy products with higher technology.

OLED technology cost threshold is much higher than LCD

In the early days of Internet TV, everybody was yelling and shouting cheaply. Why? Because of the low cost of technology, the large-screen 55-inch more than 3,000 bucks, to be an event can be even lower, 60 points to experience a sense of passing on the line, consumers are naturally willing to pay for the temptation of low prices, sales have gone up, but it has been No money, because everyone is competing, you are low-priced, I'm lower than you, the power behind the fight is better than anyone else who can burn money, I'm afraid you burned, burned, I can master Market discourse.

Quantum dot technology is also the "precision" of current display technology.

Malicious low-price competition is tantamount to burning money and losing money. Even if the big gold owners behind them have the strength to make long-term income and expenditure unbalanced, any investors who are hand-holding money will wait and see again. As a result, in the second half of 2016, both LeTV and Xiaomi, both Internet TV “head sheep”, faced financial pressure and had to raise their prices. The author believes that this is actually a reflection of TV companies on the low-price model. Looking back at what they have done and how much money they owe, reflection may be the best medicine. This reflection may be a sign that the low-price model has come to an end.

High-end user groups care more about the technical quality of TV

Of course, product innovation and technological change may not be the only way, but it is certainly a correct direction. For technology, as long as you have money, there is no threshold for any high and new technology, and the only problem is only at the level of cost. For consumers, through the survey of consumer groups in the industry in the past few years, low-cost and high-cost products are important, but there are also considerable users who are more inclined to improve their enjoyment. Technical products. It is certainly a game between consumers and the market environment to set a low price for products. However, innovation is just a balance between manufacturers and their own capabilities. Whether it is surpassing oneself or surpassing one's opponents, the author believes that it is time to divide up.

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