Two years ago, Feng Xin, CEO of Storm Group, put forward the strategic slogan \"All ForTV,\" and set a goal to say,\" Hopefully the brand of Storm in 2020 will be established in the name of Internet TV and home Internet.\"
That goal has been dashed ahead of the 2019 storm group crisis. In 2019, Storm TV went completely out, Letv changed its name several times, Xiaomi TV rose rapidly on the basis of cost-effective and scale advantages, exceeded 10 million sales, and even \"competed with the traditional color TV giant \", while other brands in the Internet camp gradually moved away from the competitive home.
On the other hand, the old TV manufacturers have put the competition back into the hardware technology with the innate advantages, and hope to seek new uplink space through the diversification transformation.
TCL completed its asset restructuring in 2019, divesting its smart terminal business and focusing on semiconductor display and materials. Kang Jia's color TV business also fell below the new low, revenue contribution has been less than 20%. Hisense TV, in search of new growth, has stepped into the OLED field that it is not good at.
While old and new tv companies are racing, mobile phone companies such as Huawei and yi-plus are testing the game in 2019. In july, glory president zhao ming described glory's smart screen as \"the future of tv, not tv.\"
In august,Huawei's consumer business ceo, yu chengdong, said he would fully support the glory acceleration, surpass and shake off its rivals, throwing out two key numbers -\" china's top two, the world's top four \".
With a bullish and confident Huawei tv, after half a year of water testing, did not bring subversion and water to the tv industry, and ended up with a record sheet of 300,000 shipments. In addition to the short market time, a single model, high prices, lack of technical highlights are factors affecting the volume of Huawei.
Letv TV \"Content Pay The free-for-hardware model has led the tv industry to change, shifting the focus of competition from hardware and performance to ecological competition.
At that time, a number of Internet companies began to follow the Letv super TV ecological model and business philosophy, have launched their own Internet TV products. Xiaomi launched its first generation of smart tv products in 2013, while watching tv, storm tv and micro whale tv were born in 2015, opening the internet tv era.
May 2019, officially renamed by Letv as Le Rong. Seven months later, due to brand influence issues, letv to new le rong super tv will be renamed \"letv super tv \", and labeled as\" chuang culture under the brand.\"
From 2014 to 2016, Letv TVs sold 1.5 million units,3 million units and 6 million units, with cumulative sales of more than 10 million units, according to the data. In the heyday of September 2016, for every five TVs sold in the domestic market, one was Letv Super TV, steadily topping the domestic Internet TV brand.
This turned from the start of Letv's financial crisis, and sales of Letv's television began to fall sharply. According to statistics, Letv SuperTV's cumulative online sales for the full year of 2017 were only 410,000 units, and the sales of Letv SuperTV in the first three quarters of 2017 were only one third of the same period in 2016.
The decline of Letv's television has given back-enders a chance. Founded in 2013, xiaomi tv released 10 tvs in the first three years of the market, and through resource cooperation to enrich its own product line, pro-people pricing makes it the \"price butcher\" of the tv circle.
Relying on the accumulation of high value for money and supply chain advantages, Xiaomi TV achieved 8.4 million shipments in 2018. At the same time, Letv TV is no longer the same, after the name of Le Rong TV, the sales target will be reduced to 1 million to 2 million.
Also suffering in 2019 is Storm TV. Born in the first year of internet television, storm tv has been described as \"little letv\" because of its business model.
But unlike Letv, which was once sought after by capital. Storm TV has struggled since its birth, has been losing money year after year since 2016, and its main operator Storm Intelligence lost nearly $1.9 billion from 2016 to 2018, finally being stripped of its watch by the listed system in July 2019, while stopping production and closing sales channels.
Today, Feng Xin, the storm's founder who has been forced to do so, is in prison, with Storm Group having its darkest hour in history and Storm TV falling into the negative public opinion of \"defaulting on employee wages \". Last december, rumors spread that popular networks had acquired storm tv were denied.
2019 has passed, in addition to xiaomi tv rely on cost-effective and scale advantages to quickly open the market and stand firm, the above-mentioned internet tv camp of enterprises gradually lost voice, gradually away from the main battlefield competition.
Founded in 2015, the Micro Whale TV, which rose to prominence in \"Double Eleven\" in 2016, shipped 800,000 units a year. However, by 2017, the data was nearly halved. Even if the whale adjusts its strategy in 2017, abandoning its previous model of burning money, it is still not free from the risk of losing money, and sales are not satisfactory.
Micro Whale TV's parent company, Micro Whale Technology, has been rocked by a series of \"arrears\" since 2018, mired in a debt crisis. The company has entered a lull since March 2018, when the CEO of Micro Whale Technology suddenly changed.
In the cold tide of Internet television, the state-owned background of watching TV has not been spared. Since 2018, watching TV has been exploded \"large layoffs, arrears of supplier payment\" and other negative, facing the crisis of broken capital chain. In an interview with the media, the head of TV-watchers said,\" Letv has a bad head, and many investors have discounted their confidence in Internet television.\"
To snipe at internet tv brands, established tv manufacturers have launched their own internet sub-brands after 2015, such as kktv, hongjia's cool open tv, and hisense vidaa's artificial intelligence tv.
However, with most internet tv companies out of the game, with xiaomi still sticking to it, established tv companies have shifted their focus to mainstream tv hardware products, trying to get more upside for themselves by upgrading their technology.
Retail sales in the Q3 China color TV market in 2019 were 10.34 million units, down% from a year earlier, and retail sales were 27.7 billion yuan, down% from a year-on-year, down for four consecutive quarters, according to Oveyun.
Nowadays, business diversification has become the top priority of Kang Jia, and the revenue ratio of traditional color TV business is shrinking year by year. In the first half of 2019, Kangjia's color TV business took a slide of%, further reducing its share of total revenue to%.
TCL Group also launched a business transformation in 2019. In April last year, TCL completed a restructuring to spin off its smart terminals and related businesses, moving from diversified operations to focusing on the semiconductor display and materials industry and developing industry finance and investment.
So far, TCL has not reported sales in its domestic market for 2019. TCL's global TV sales totaled 15.53 million units in the first half of 2019, a year-on-year increase of%, while TCL's TV sales in the domestic market slipped from third to fourth, while shipments remained fourth, according to TCL's semi-annual report.
With Xiaomi, Skyworth for \"domestic sales of the first\" and the establishment of television companies Hisense. On January 6, Lin Lan, vice president of Hisense Group, pointed out in a keynote speech on the eve of CES 2020 that Hisense's global TV sales in 2019 exceeded 20 million units and continued to remain first in the Chinese market. Future Hisense-owned televisions are expected to ship 40 million of the world's top two.
In the past 2019, as the industry's famous \"OLED opposition,\" Hisense TV released its first self-branded OLED TV product Hisense A8 in March, formally moving into OLED.
Hisense is said to have proposed eight years ago \"laser on behalf of the mainstream development direction of television,\" and has been focusing research and development on laser display technology and ULED technology in the past few years. However, in the face of the recent two years of declining performance and the overall downturn in the domestic appliance industry, Hisense began to seek a new profit breakthrough.
Hisense's action attracted the attention of Skyworth. Shortly after launching his first OLED TV at Hisense, Skyworth called out at intervals, welcoming more manufacturers to join the OLED family as chairman of the OLED Alliance.
OLED,8K large screen, Micro LED and so on have become the technical highlights of TV circle chasing on the exhibition at the just opened US consumer electronics exhibition (CES 2020). It is reported that Skyworth, Kangjia, TCL, Hisense, Changhong and other enterprises have appeared in the exhibition, exhibits and bright spots quite many, but did not see Xiaomi TV,Huawei wisdom screen figure.
The OLED display technology will be the trend of the TV industry in the future, bringing a variety of physical forms and business models to the TV industry, and the Huawei is likely to launch OLED TV products in 2020, said Liang Zhenpeng, an analyst for the home appliance industry, to Sohu Financial. However, from the current situation,8K resolution has no practical use value, because of the lack of 8K chip source and video website on the market.
Once the \"overlord\" letv collapsed overnight, the veteran tv manufacturers re-internet tv as a limited, mobile phone start-up, with a large number of fans and strong channels xiaomi became the biggest winner.
Jiang cong, managing director of sales and operations for xiaomi china, announced on a social platform that in 2019 xiaomi tv sold 10 million units in the chinese market, becoming the first brand in tv history to ship 10 million units a year and the only member of the \"ten million clubs \".
For Xiaomi self-promotion of the first, established television manufacturers do not recognize. At the scene of CES 2020 in the afternoon of January 5 this year, Skyworth TV chairman Wang Zhiguo announced that Skyworth TV's domestic sales in 2019 were the first.
At the meeting, Mr. Wang released a sales data also from Mr. Oviyun, which showed that Skyworth ranked first with 10,000 units of data from January to November 2019, with only 10,000 units sold by Xiaomi, with a market share of% and% respectively.
For the reasons for the discrepancy in the statistics, Sohu Finance and Economics verified to the network, as of the issue was not returned. Household appliance industry analyst liang zhenpeng told sohu finance, statistical agencies for network coverage limitations, statistical caliber is inconsistent and so on may cause statistical results difference.
Although the sales figures are different, the rise of Xiaomi TV in recent years is obvious to all. In 2013, when xiaomi tv was just founded, it was still the world of traditional tv manufacturers, when tcl set a record 9.55 million units of shipments, becoming domestic tv market shipments, no one has surpassed in the years since.
By 2018, Xiaomi TV shipments have ranked third in the country, while in 2018 Q4 and 2019 Q1 two quarters to achieve sales of domestic first. 2019 q3, xiaomi tv's global shipments exceeded 3.1 million units, a year-on-year increase of%, ranked first in mainland china, with a market share of% and the top five global tv shipments.
For the rise of xiaomi tv, home appliance industry analyst liu budun told sohu finance, xiaomi's success in large part thanks to the success of the marketing model, product strength in the industry market to see lack of advantages and characteristics.
Huawei, which also started as a mobile communications business, has also begun testing the tv industry in the past 2019. In september 2019,Huawei released its Huawei smartscreen. At the end of the same month, A Canada released a series of TV Q1 in India and said it planned to launch in the domestic market by 2020.
Over the past 2019, the tv industry has continued its slump in volume. The color TV market has fallen for four consecutive quarters from the fourth quarter of 2018 to the third quarter of 2019, according to the data.
Since last april, the market has been buzzing about Huawei's introduction of tv products, and even industry insiders have said that the launch of Huawei tv may bring a warming impetus to the ever-depressing tv market.
However, as of the end of 2019,Huawei tvs shipped around 300,000 units, and glory smartscreen sales were not in the top 10 in the domestic market, according to the data. In addition to the reasons for the short time to market, the single model, high prices, lack of technical highlights have become factors affecting the volume of Huawei.
Sohu financial consulting an e-commerce platform found that the current Huawei smart screen has only 65 inches,75 inches of two models, the price of the same size than the market brands. However, the price of the Huawei smart screen has fallen compared to the price of the glory smart screen, which has been reduced by $900. (Text\/Fandy)