At present, IT-born Silicon Valley giants Apple and Google have released their own smart TV strategies, and domestic computer giant Lenovo also released the smart TV product ideaTV two months ago. The competition of peers has made traditional TV manufacturers dare not care about anything. The entry of new players will undoubtedly make traditional TV manufacturers more worried. The competition in the industry of smart TV is increasing day by day!
Faced with their positions will be taken away by PC manufacturers, traditional TV manufacturers have done everything in the smart TV market.
The battle for domestic color TV companies in the tablet era has not stopped, but a battle of defense behind the smoke has started.
At the beginning of this year, following the pace of the six major manufacturers entering the smart TV, many PC and Internet manufacturers unabashedly concealed their covetedness in the smart TV market and sharpened their efforts.
Is it to hand over the inherent TV world, or to eliminate difficulties to achieve a leap from hardware to software, thereby seizing the commanding heights of the smart TV market?
For this problem, traditional TV manufacturers do not consider concessions. In their view, those smart TV fighters from PC and Internet are simply impure blood. In this field, traditional TV manufacturers firmly believe that "my TV is my master."
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According to a report, the operating rate of TV sets in Beijing is only 30%. In the face of consumers in the post-80s and post-90s, how to bring them back to the TV and make the TV “smart†is regarded as a life-saving straw for color TV companies.
"In recent years we have felt a little lost and depressed, because there are fewer and fewer people watching TV, especially for young people, watching TV seems to be a faceless thing, that is," out ", everyone would rather stay in the space QQ, Unwilling to watch those Yingge Yanwu and TV programs. "Wang Zhihao, vice president of Hisense Group, said that TV and users are getting farther and farther away.
Apple, Google, Lenovo, etc., in an upcoming internal and external contest, know that the routine of conquering Japanese and Korean companies by market, channel, price, etc. can no longer be copied. However, software applications and system resource integration are not good at traditional TV manufacturers. Jian Zhimin, deputy general manager of Hisense Multimedia R & D Center, is frank: "We do not have the genes of the Internet, nor the capabilities of software companies."
However, the biggest difference between smart TV and traditional TV is that this market is not "program is king" but "application is king". Without sufficient application support, the competitiveness of smart TVs is not as good as ordinary LED color TVs with higher cost performance.
"The main battlefield for smart TV future competition is the content platform. The content platform has two indicators, one is the amount of application content on the platform, and the other is whether the application content is attractive." Li Qiuwei, deputy general manager of Ovi Consulting Tablet Center, said.
But whether the application content is rich enough and attractive is not the source of this judgment standard, but the consumer. "If you want to attract customers to TV, you must have a good experience and interaction, which is also a definition of the entire smart TV industry at this stage." Yang Zhou, general manager of Sichuan Changhong Electric Co., Ltd. Shanghai Branch said.
This is exactly the biggest bottleneck encountered by traditional TV manufacturers in the smart TV market. Because the inherent human resources and technical resources cannot quickly switch from the hardware competition mode to the software competition mode, many smart TV manufacturers are currently "providing a large number of applications that they think are good and consumers do not need."
Skyworth Group President Yang Dongwen once revealed that "less than 30% of users actually use the functions of smart TVs, and the applications are limited to games and online videos."
In the final analysis, it is because the smart TV applications developed by traditional color TV manufacturers are difficult to truly meet the core and essential needs of consumers.
Wang Zhihao said: "The functions of TV operating system, CPU chip and other functions are no less than computers. Although smart TVs are currently based on Android systems, Hisense has reached Android4.0, but none of these mobile phone-derived applications can be successfully transplanted in On the TV. "
On the one hand, due to differences in hardware and technology, on the other hand, smart TVs are quite different from mobile terminals such as smart phones. "First, no matter how smart a smart TV is, it cannot leave the scope of the TV. It is more fixed in space and the entertainment provided can meet the common needs of family members. Second, because the current TVs emphasize large screens and 3D effects Therefore, the application development experience of many mobile phone terminals cannot be directly grafted. "An engineer of an application development company analyzed.
How can traditional TV manufacturers be willing to give up their TV sites because of such resistance, and several old TV players have offered their own tricks.
Currently, Hisense leads the smart TV market with 14.99% market share. Although he is more than half of the competitors behind him, Hisense also feels that he is still in the field of application.
In order to make the fire of its smart TV application more powerful, Hisense decided to let itself complete a turn-from the direct developer of smart applications to the operator who provides a platform for developers.
"We are facing the biggest challenge in the history of color TV." Wang Zhihao said, "Only through the smart TV ecological chain can we defend the foundation built on TV over the years."
Doing what he is good at, Hisense is so planned. Compared with Hisense, Skyworth is more willing to choose a strong partner. In its view, only a strong alliance is king. "Konka has chosen to cooperate with Kingsoft (Sina Weibo), Sina, and even UnionPay earlier to carry out cross-border multi-channel cooperation. This is an IT-based process of domestic smart TV, and it is a fusion of innovation." Xu Hongjun, deputy general manager of Konka Group's Multimedia Division, analyzed and said.
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