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In this regard, Big Screen Jun can not help but ask: coincidence? coincidence? Or coincidence! 
However, in March of 31 days, even if everyone is willing to push backwards, it is not good to crash directly! However, this year's new product fair staged a big crash: One of the important reasons is that “the color TV market is a competition under the stock sizeâ€. That is to say, there is definitely a need for you to take one more bite—and to cut off each other. Do not you see, on the 28th Changhong conference site, many media friends have received Konka's online conference "red envelopes" - even if Konka is inadvertently, Changhong has enough reason to hate "root roots itch."
At the same time, LeTV and Thunderbird crashed and had to say that LeTV is headed for Thunderbirds, or Thunderbird is facing LeTV. LeTV is currently the largest Internet brand, and Thunderbird is the world’s largest TCL color TV player. If the new Internet brands say that they are the same as the new products in the sky, who can not trust them?
Therefore, Daping Jun believes that: competition is competition and nothing is embarrassing. The front can't be done but the knife underneath is not a shameful thing. As long as it is legal and reasonable, the market economy should be "the winner is the king."
However, the "big structural background" of the big TV event in spring is still something to say. In 2016, LeTV's promotion in April, with a volume of 1 million, will give the traditional brand of the entire industry a “beatâ€. This achievement has also laid a score of 6 million+ for LeTV.
However, since the fourth quarter of 2016, LeTV has raised prices several times and has lost the slogan "Hardware Free". At the same time, LeTV’s debt crisis broke out. Now, although TPV has endorsed the largest representative of industry and commerce, it said that there is “no arrearsâ€; but there are also debt-to-equity conversions of Truly and Compal, which is enough to prove that LeTV’s arrears are not a problem. Even if TPV is not owed, it must acknowledge the role of TPV's "60-day" account period for LeTV. And, after all, TPV is still 6-7 percent less on LeTV, and in order to maintain stability, TPV’s accounts still need to be protected first.
With the analysis of Daping Ping and above, I believe we all understand that in 2017, LeTV will make a big move in April. Millions of units are the basic goals. Didn't TPV say anything? By the end of March, it had already stocked 70,800,000 units. However, now LeTV has some problems, including arrears of storms, price fluctuations, which makes traditional manufacturers believe that "playing" LeTV may have "sweetness."
From the point of view of public opinion dissemination, Changhong, Konka, TCL and LeTV together, even if they did not win the LeTV, they could “distill and divert†LeTV’s “information dissemination resourcesâ€.
Assaulting LeTV - This is the first time that Daping-jun has known this incident of the color TV crowding at the end of March. But this is far from the full focus of this new market.
On the other hand, the color TV network is becoming an inevitable trend: including marketing network, channel network, market vitality network, three levels, color TV network is no longer divided into high and low.
Taking Konka as an example, the online conference actually produced 8K, which is the industry's super black technology product. Of course, it is also a very expensive product. This is in contrast to the situation in which LeTV and Xiaomi were three years ago and Internet TV can only be "cost-priced" at low prices.
The key data supporting Konka's new thinking in decision-making is: at the end of 2016, the proportion of color TV e-commerce channels was close to 40%; and for the first time in the year, the growth rate of high-end and mid- to high-end products surpassed the mid- to low-end product "industry transition." In fact, the high-end online products have continued for more than a year: In the second half of 2015, the core of new Internet TV products has been concentrated in large-size areas, namely high-end products. However, in 2016 these "high-end" began to release "scale" energy. This year, March 29, always promoting "free" (actually cheap) music as the new price geometry: Unique65/Unique55 were priced at 13,999 yuan and 8,999 yuan, far beyond the average price of the same size product market.
The high-end Internet heavyweight - what kind of logic is this? Big Pingjun first thought that this is a logic spelling out technical details. Who is the most profound technology industry color TV industry? The new brands that rely on assets and rely on OEMs will certainly not work. Do not you see, millet mobile phone so powerful offensive, 2016 also came to an abrupt end, turned around is the core technology of the "pineapple" processor: Although millet can only say that the leg lifted, but after all, have found the real direction . In the field of color TV, the principle is the same: the advantages of the traditional brand's industrial chain, such as TCL Thunderbird can start from the screen (perhaps more distant, TCL and Zhejiang University's QLED material team has long been a family) the technical background is absolutely "good brand".
Second, the high-end of the Internet is also a logic of O2O competition, that is, online and offline interaction. - Because of the more cautious consumption of high-end goods, there are physical stores to experience the effect of leverage. In 2016, LeTV’s performance was contributing to thousands of stores. This is not why Millet also proposed a offline store plan in 2017. The first 200 companies will come. In this regard, the advantages of traditional manufacturers do not need to elaborate.
Third, the high-end heavy-duty of the Internet is a logic of the transformation of consumer thinking. The new products of the past few days all have a look and a comparison, and the details of the manufacturers are clearly visible. Previously, the "hot" of Internet experience and fan logic will be deterred. This is also a strong support for traditional manufacturers.
Based on these logics, Daping considers LeTV very clear: Therefore, LeTV's goal is to maintain 7 million and compete for 8 million, and there is no such kind of "confidence" for high growth in 2015 and 2016. Even in absolute increments, LeTV increased by 2 million in 2015 and 3 million in 2016, and the 2017 plan has been reduced.
Therefore, Daping Jun believes that TCL, Konka, and Changhong are playing together with LeTV at the end of March. They are catching up with people in the right place. Although Internet TV has become one of the mainstream and high-end, it is conducive to traditional brands, but traditional brands still Need to "actively enter the Internet" in gameplay.
In summary, Dapingjun has pointed out that the new offensives of the four major brands of color TV sets in the end of March and the end of the second quarter are “suppression†for criticizing the LeEco April Festival and re-dividing the high-end market for Internet products. Of course, in the context where LeTV suffered a series of discords since the second half of last year, this was a bit of a chore, but it was in line with the basic rules of market economy.
In 2017, it will be the key year for the transformation of the concept of the Internet color TV products from the past to the increase in quality. Every brand will be involved, and all must change. This big trend will be a shuffle process. The so-called crashing drama at the end of March was only a small preview before the “positive filmâ€, and it was not even a prologue. In 2017, we will see how the color TV industry writes "The Return of the King" under the concept of Internet, which is the contradiction between traditional and emerging, cheap and high-end, heritage and fashion, concept and technology.
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Open at the end of March: why a big wave of new television products fights?
In the last few days of March, the color TV industry must have a "big harvest." Konka March 28 online new product launch, 8K flagship unveiled; Changhong released on March 28 2 CHiQ TV new products; TCL March 29th, Thunderbird brand new debut; LeTV 29th conference and TCL Thunderbird On the same day, "The four major brands are already 60% of the domestic color TV market." In fact, this is a coincidence and it is also Yangmou. March is the key new product season for the color TV market. This is the industry rule for decades. Because the market is lonely after the Spring Festival, manufacturers must always make noises when the spring is warm and all things are recovering. Otherwise, they have been silent until summer, and the performance in the first half of the year cannot be read.