In addition to playing a "price war", smart TV can also be played in order to attract users?

Since 2013, the “parlor battle” has been hailed for five years, including both progressive surfaces, such as curved TVs and quantum TVs. The television operating systems of major manufacturers have gradually matured; there are also bad habits, such as: Friends dissenter each other.

In 2017, the entire smart TV industry fluctuates greatly. LeTV, which once became popular, began to degenerate. In addition, the price of the panel has been rising from April 2016 to the first half of 2017. The former directly affects the user's confidence in smart TV products, while the latter will indirectly increase the cost of smart TVs, which in turn conflicts with the price wars of smart TV manufacturers.

The data shows that there are currently 74 types of smart TV brands on the market, with more than 1600 categories, more than the category of notebook computers. In this “parlor battle,” major smart TV manufacturers have resorted to all attempts to open the door to the living room economy, but smart TVs are not as hot as smart phones, and users are smarter than smart TVs. Too often, the price war has not promoted the large-scale development of television screens. Therefore, smart TV manufacturers can only gradually become rational in the future competition, and they can play steadily under rational conditions.

1. Product + Content + Service is the strongest combination

In recent years, traditional TV manufacturers have opened up their own sub-brands, Skyworth Cool open, Konka KKTV, Hisense VIDAA, TCL Thunderbird, etc., on the one hand, remove the user's inherent old image, on the other hand, can use the old The brand's advantages, increase the user's brand depth, marketing level, traditional TV manufacturers have awakened.

However, some manufacturers have already over-marketed their products, and their products and services are lagging behind. For example, the boot advertisement of a TV maker has reached 45 seconds, and it has also opened a shutdown advertisement. This kind of behavior that is extremely damaging to the user's experience is totally against its own brand, and users will definitely not be able to do this again. Will lead to the spread of bad word of mouth.

For users, the demand for smart TVs is not high. There are three main points: products, content, and services.

The quality, hardware, appearance, UI style, system, etc. of the smart TV product itself will be the first part of the user's fancy. Compared with users in previous years, the current user intelligence and information access capabilities have been greatly improved. Before purchasing smart TV products, users will certainly understand the difference in various products through multiple channels, such as curved surfaces. TV, laser television and so on.

In addition to the TV itself, the home environment and price are also closely related to the user. For example, in a room, an oversized TV is certainly inconvenient. In the living room, the user will want a larger size to facilitate their own viewing. In addition, if the price is too high, the economic ability cannot keep up, and if the price is too low, it does not meet the requirements of the current users themselves. For manufacturers, this requires that their product lines be very rich, such as small 32-inch, large 65-inch and currently popular laser TVs. Prices are low and high. According to what I observed in a major appliance store, the product line of PPTV TV is relatively complete, ranging from 32-inch to 100-inch, and the price is relatively good. Some manufacturers do not have laser televisions, while others are overpriced.

In addition to the hardware itself, content is the slogan that smart TV makers have clamoured for in recent years. Basically every manufacturer is shouting that it is “big and full”, which is not a good distinction for users because it seems that every manufacturer Everything is there. The best-selling book, Positioning, mentions that “positioning is not about the product, but about the mind of the potential customer. That is, positioning the product in the mind of the potential customer.”

"Big and complete" does attract users, but for users, the more accurate and specific impression labels are only suitable for memory. In terms of content, it is clear that most manufacturers have not come up with a good method and can only use "big and full." "Instead of. Speaking of this, I have to mention again PPTV's play in sports. PPTV currently gathers Premier League, La Liga, Bundesliga, Serie A, and Ligue 1 in Europe’s top five leagues, as well as the full media of football matches in the Super League, AFC Champions League, UEFA Champions League, UEFA Cup, FA Cup, Holland, Super League and Russia Super League. Exclusive copyright, and, PPTV also set up the strongest surface interpretation team composed of 66 big coffees including Zhan Jun, Huang Jianxiang, Dong Lu, and Su Dong. In addition, copyrights for sports contents such as WWE, UFC, and snooker are also included in PPTV, including 90% of domestic and foreign sports events. For the user, it is easy to form the impression that watching football is on PPTV. Sports is the label of PPTV, which is the positioning of PPTV to occupy the user's mind.

In addition to content, service capabilities are also a user's point of view, such as logistics and distribution, installation and commissioning, usage guidance, and after-sales failures. All of these are examples of smart TV manufacturers' capabilities. For users, any one of these links is a problem. It may cause user dissatisfaction with the company.

For smart TV manufacturers, the three nodes of product, content, and service do not exist independently. Only the combination of product, content, and service is the strongest combination. In the process of returning to rational competition, Xiaomi TV, PPTV Companies such as Coolo, Thunderbird and Thunderbird must make efforts toward these three points. Otherwise, it will take a long time to deviate from their own needs.

2. Innovation+channel+word of mouth is a “good medicine” for rational development

The price of 32-inch smart TVs was once as low as RMB 1,000 or less. The benefits of price warfare are obvious, but the disadvantages are even more. Because there are innumerable competing products, there will be lower prices for lower prices, which will drag down the entire industry. The bottom line is that “price butcher” does not make the industry better because the market for TV screens is already declining. Only the entire smart TV industry will activate TV screens together, so everyone guessed that they might make money rather than who the price is. low. In the development of smart TV's Lee Hing, the first thing that should be abandoned is the price war.

The essence of “the competition for the living room” is to compete for the use of the user in the family scene. In the family scene, there are more subdivided scenes. There are many points that can be innovated, such as the children’s pattern. Many manufacturers have specifically launched the content of the children's channel, and will also remind users to take a long break to pay attention to rest.

Another example is the user's demand for full content, some smart TVs can only install the specified video app, and can not install multiple video clients at the same time. Others are relatively open. For example, users of PPTV smart TVs can not only download PPTV clients, but also download iQIYI, Tencent videos, Youku and other clients. It can be said that PPTV broke the wall of smart TV manufacturers and content providers.

There are too many "pseudo-innovations" on the market. They are not for innovation but go for "marketing gimmicks." The real innovation is centered on consumers and industries, not only on consumption, but also on consumption. Benefits are beneficial to the entire smart TV industry.

In June 2017, PPTV launched a multi-billion-dollar “open and share” strategy, opening up the Rubic smart TV system and billions of content for partners, and sharing 10 billion content rights with partners. Currently it has covered many brands such as PPTV, Xiaomi, Sharp, Konka, Skyworth, Haier and Samsung. Among them, there are 80 million terminals that have accumulated cumulative coverage in the sports area cooperating with Xiaomi, Konka, Philips, Sharp, Komi, Coolo, Changhong, and Hisense. The opening of content copyrights and operating systems is beneficial to the entire smart TV industry. Copyright is no longer exclusively controlled. Users can see these content on any terminal.

Innovation is sometimes not difficult, it depends on whether the manufacturers are willing to work together with the industry to "cake" bigger.

OPPO and vivo represent the “myth” of the smart phone industry to a certain extent. After all, OPPO and vivo itself do not look prominent, but the consensus in the industry is that OPPO and vivo have a very strong ability to sell and sell. The product company is a good company.

Therefore, smart TV manufacturers should also think about how to make achievements on the "sell" node.

Suning announced the third quarter 2017 financial report that as of September 30, 2017, the company had a total of 3748 self-operated stores. In addition, Suning also owns the online shopping mall Suning Tesco. As the top three retailers in China, Suning provides a good sales channel for PPTV TV.

According to a store salesman broke the news, the PPTV smart TV because of football content, full, greatly meet the needs of football fans, and the price of the TV itself is also very close to the people, at the user level of word of mouth to promote very quickly.

Of course, word-of-mouth development needs to be established over a long period of time. The early reputation of LeTV, for example, is not bad, but in this case, LeTV’s reputation has also declined significantly.

Innovation+channel+word of mouth is a “good medicine” for rational development of smart TV manufacturers. These three points are not related to friendly business and industry, and they are related to the manufacturers themselves. Only when they develop well can they compete better with the industry.

3. The user is king

Many companies like to call out this slogan. Early on, these companies still insisted that once the company grows and grows, “user is king” has become “make money as king”. As for users, they have already run to the bottom.

"The competition for the living room" is not just to compete for a television, but only to earn money for a television. It is an occupation of the user's mind. It is really based on the user and it is a long-term service. Many manufacturers do not understand this.

First of all, smart TV's profit cannot be separated from user's payment. The era of relying solely on hardware to make money has passed, and the profits of hardware have been squeezed to the extreme, while the software market is a huge space for development. First, it comes from membership payments, and the current payment of video content membership is a trend. The "2017 China Internet Audiovisual Development Research Report" shows that the proportion of online video paying users has exceeded 40%, with a total scale of nearly 100 million people. With the maturity of user payment habits, payment on the TV side will gradually become inevitable. Second, in addition to paying for video content, payment for video games is also an important profit point. Third, the shopping scene for TV screens is gradually improving.

Second, TV peripheral products are consumed. In addition to the TV itself, there are also important consumer products around the TV, such as family karaoke equipment, family somatosensory game equipment, etc. These are based on the user's own recognition of the TV manufacturer.

In addition, the user experience of the TV itself is also very important. If the content is incomplete and there are many advertisements, the user naturally chooses to leave and gradually does not watch TV. Then how do you play the “battleroom competition”?

In 2018, smart TVs have shown signs of recovery. Manufacturers must serve both old and new customers. This battle is not easy. At present, there is still rational competition.