"Sluggishness" is the overall portrayal of the consumer TV market in China in recent years. Due to factors such as rising raw material costs and regulation of the real estate market, the overall color TV consumer market is still in a period of slow growth. At present, the most direct means of stimulating consumption is price concessions. The mid-to-large-scale promotion is approaching. Major brands have tried to activate the purchasing power of users through price hikes.
However, the price war has also made the smart TV market more and more fierce. As a result of the development of single-line development and the status of neighboring companies, the overall development of the smart TV industry has also been slow. According to a report released recently by Ovid Cloud Network, in the first quarter of this year, the domestic color TV market retailed 11.79 million units, a year-on-year decrease of 5.2%.
This year, the rise of the sharing economy has also stimulated new ideas for the development of smart TVs. Recently, PPTV announced its strategy of opening up and sharing to break the development status of the smart TV industry which is believing in the neighboring industries, and to open up the 10 billion differential content for the entire industry. Among them, Konka, Philips and Sharp have become the first partners of the PPTV billion-billion-content content opening strategy. They also jointly publish new and customized TV sets. However, in the cooperation model, the three brands are also slightly different. In addition, PPTV also introduced its own new products. However, in order to reserve sufficient space for cooperative brands and reduce the pressure of direct competition, the new NTV of the PPTV smart TV will directly target the high-end market.
It is understood that as one of the mainstream video content providers in China, PPTV has invested heavily in building a huge content system in recent years. Since 2016, LeTV took over the copyright of the media of the Super League and the AFC Champions League, and PPTV has become the king of domestic well-known sports IP.
Experts said that with the addition of many Internet TV brands, the competition in the smart TV industry has become increasingly intense. The major brands attempted to take advantage of their own advantages to occupy more market share. However, no brand in the smart TV industry can stably occupy more than 20% of the market share. With the decentralized resources and single development, the smart TV industry has also become a bottleneck for development. Therefore, there is no need to break through the sharing approach.
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