Although the mainstream color TV brands in the global display industry have been basically clear, but around the OLED, quantum dots, laser, who can represent the direction of the industry, as well as the hardware free, content ecological, artificial intelligence battle of the "stem" is still being repeated in the media, Abuse is not greasy. The power of the Internet places all future trends, black technology, and product selling points under magnifying glass, making users' consumption more rational. The diversification of market competition dimensions, based on the "high image quality, high value, high experience" of consumption scene architecture, naturally become the industry's original competitive situation of getting rid of "low-cost running volume", opening the next growth era and new growth model. The golden key.
Since the beginning of this year, TCL, Xiaomi, Leshi, Changhong and other brands have released new products this year. Apart from displaying basic hardware design and sound and picture aspects, they also pay more attention to human-computer interaction and intelligent experience. LG and Skyworth respectively launched “Wallpaper TVâ€, which brought shocking aesthetic experience in a new form and strengthened the status of the TV market. Philips released the world's first Ambilight OLED TV 9 series. Lin Zhiling was officially hired as the "Chief Visual Experience Officer" of Philips' six major display products business. Hisense launched the 2018 World Cup custom ULED ultra-quality television series, nine days later Pan Xiaoting became the new chief experience officer.
It is not difficult to see that in 2017, the demand for color TVs has entered the stage of quality improvement from the increase in volume. Size upgrades, functional upgrades, and high-end requirements have become the trend pursued by the industry. High-end, large-screen products using HDR, 8K technology, wide color gamut, ultra-lightweight and other new technologies are transformed from market hotspots to sales points. Build user-focused products and services, and use the strong popularity of stars as “potential energy†to quickly establish strong connections with young people, deliver brand value, bring completely different experiences, and achieve a win-win situation.
Dimensional layout, OLED quantum dots go hand in hand, how to balance the development of the right hand?
The new display technology, new technology and technology continue to mature, technical iterations accelerate, the color TV market price is expected to show an upward trend, the company's profit space is also expected to be improved.
According to the data, due to panel price increases, the small-size panels accounted for nearly 50% of the total machine cost in the first quarter, and the large-size panels accounted for about 30% of the total cost. Under the pressure of cost, all TV brands, including internet brands accustomed to price warfare, have chosen to increase their prices. The retail sales of color TVs in the first quarter reached 38.9 billion yuan, a year-on-year increase of 1.8%. Among them, products with 55 inches or more accounted for 36.4%, up 9.7 percentage points over the same period of last year.
Faced with the escalation of user demand, the cake of the new market means the opportunity to reverse the status of the industry. According to industry sources, 2017 will be the key outlet for quantum dots and OLED competition. This is both an east wind and a tornado. The TV manufacturers must do is really demand-oriented, avoid getting involved in the "eye", being lifted high and falling down.
In fact, regardless of the quantum dot camps led by Samsung, TCL, and Hisense, or the OLED camps dominated by LG, Skyworth, Changhong, Sony, and Panasonic, each faced with the pressure of early-stage layout performance, as well as the opponent’s Competitive pressure. The technology innovation, industrial chain layout, user cognitive resources, global operation, and brand appeal that are hidden within the company are always the deciding factors that determine whether the color TV manufacturers can smoothly upgrade their layout and jump to the next era.
It will take time to observe if the company can become windward. As the industry's only color TV company that has layouts on OLEDs, quantum dots and other panel technologies, taking double insurance, Philips' two-legged approach to avoiding “right-to-left hands†has become the focus of industry attention.
It is reported that Philips not only introduced the world's first surface Ambilight OLED, as well as a variety of high-end products, but also the "multi-screen era" under the market differentiation of the selling point, put forward the "vision new ecology" layout strategy. In other words, proprietary technologies such as OLED, 8K technology, HDR Plus, Quantum Dots, and unique Ambilight and Shu Shilan are considered as important hard strengths. Intensive cooperation with mainstream service providers such as Penguin TV, Ali Family Entertainment, Little Whale, Kiwi TV, PPTV, etc., brings in massive content resources blessings, upgrades in service consumption, and provides ultimate product experience and high-quality services to meet consumer demand. Screen display product diversification needs.
The eco-models of color TV manufacturers are similar to each other, and the core is to open up the upstream and downstream industrial chains and create more diversified profit models. It is worth noting that compared with the eco-model of a color TV company with a single product structure, the Philips "Vision New Ecology" screen display products cover TV, monitors, mobile phones, tablets, VR, commercial large screens and other six major areas, from 5 inches small Screen to 144-inch large screen, from mobile to office, from home to outdoor, etc., connecting the user's life and work in various scenarios, as a few can apply the next generation of display technology in the full category of screen display products, successfully promoted in the industry chain Dimensional layout of the enterprise.
Philips' exploration of product focus and industrial innovation shows its different thinking on China's color TV market. The long tail effect is formed in multiple scenes and dimension layouts such as life and work, and all the entrances to the full screen segment market are grasped according to user needs. In this process, the combination of Philips TV hardware and software, the content of the king's positioning and innovative features, can be based on a unique group of market users to achieve continued strength.
Dimensionality reduction strategy, “Three Good Television†standard interpretation of the new needs of the national iterative 2016 Philips TV sales exceeded 2.4 million units, sales volume nearly doubled in two years, achieved a reversal and leap of 33% year-on-year growth, ranked first in foreign brands , Become the fastest growing foreign brands in the color TV industry. Not only that, after entering 2017, Philips still maintains a strong growth momentum. According to the latest data from Ove Cloud Network, Philips retailed more than 630,000 units in the first quarter, ranking first among all foreign brands. The "vision and new ecology" strategy that Philips has initiated has moved from "product potential" to "ecological construction". This has led many proud color TV industry professionals to take a look at Philips' speed and execution.
When talking about the upgrading of consumption, the new consumer groups are more concerned with doing fine works, namely, relying on brand premiums and emotional values ​​based on the value of the products themselves. The emerging middle class has gradually given up its status as an imaginary consumer, turning to the pursuit of a lifestyle that is cost-effective but without losing its taste. At this point, Philips TV is just in a good position.
From the perspective of branded products, Lin Zhiling was hired as the chief visual experience officer, and the high value of human-computer interaction earned the “eyeballâ€. The "Good Hardware + Good Content + Good Brand" Philips "Three Good Television" standard has become a consumer with a foot vote to search for new ones and iteratively select reference standards. Higher than domestic brands, lower than the price of Korean and Japanese brands, as the only TV brand from Europe targeting high-end market, Philips OLED TV industrial design is certified by Royal Philips of the Netherlands, complemented by Philips' unique Ambilight technology, From the outside to the inside highlights the distinctive brand personality of Philips. By laying out "Internet +" direct sales stores to promote online and offline integration, promote the development of "new retail" model, allowing users to enjoy value-added experience with high quality and low cost.
On the whole, the segmentation characteristics brought about by the “dimensionality reduction†of the products have enabled Philips TVs to have a very clear identification in the industry.
In addition, from the perspective of users, the popularity of Philips TV reflects the domestic consumer's desire for higher quality products.
With the upgrading of consumption, commodity circulation channels are more expensive and more convenient than ever, and more and more Chinese consumers are more willing to purchase products that match their minds, the highest quality, brand preference, global awareness, and cost-effectiveness. At this time, the only TV product that has a "Global Paradigm" and "European and American Life Scene" will naturally appear on their shopping list.
Suicide was reborn and he was killed. The core of future competition in the color TV industry will be a ideological competition in addition to the strength of the industry chain. It is reported that under the "new vision of the horizon", the future Philips is also expected to open its own technological advantage in the field of screen display, allowing more manufacturers to join the Philips ecology. Combining personalized smart display and entertainment products such as Philips' diverse applications and product experiences and services that bring better life and work to users will be a big plus for the entire Internet industry.
Industry sources pointed out that color TV manufacturers have opened up a new screen display upstream and downstream industrial chain, the rate of ambition is an indisputable fact. However, the bigger ecology is more demanding on resources and more demanding on the skill of the brand, and the greater difficulty in execution is required.
At present, the color TV industry is not unaware of this trend, but most companies still choose to quickly run in the splints of policy urging and demand lag. It is believed that Philips' ecological strategy can provide a good model and reference for the friendly traders at the crossroads of technological games, and take the lead in getting out of the road that accords with the law of the development of the industry.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
It is not difficult to see that in 2017, the demand for color TVs has entered the stage of quality improvement from the increase in volume. Size upgrades, functional upgrades, and high-end requirements have become the trend pursued by the industry. High-end, large-screen products using HDR, 8K technology, wide color gamut, ultra-lightweight and other new technologies are transformed from market hotspots to sales points. Build user-focused products and services, and use the strong popularity of stars as “potential energy†to quickly establish strong connections with young people, deliver brand value, bring completely different experiences, and achieve a win-win situation.
Dimensional layout, OLED quantum dots go hand in hand, how to balance the development of the right hand?
The new display technology, new technology and technology continue to mature, technical iterations accelerate, the color TV market price is expected to show an upward trend, the company's profit space is also expected to be improved.
According to the data, due to panel price increases, the small-size panels accounted for nearly 50% of the total machine cost in the first quarter, and the large-size panels accounted for about 30% of the total cost. Under the pressure of cost, all TV brands, including internet brands accustomed to price warfare, have chosen to increase their prices. The retail sales of color TVs in the first quarter reached 38.9 billion yuan, a year-on-year increase of 1.8%. Among them, products with 55 inches or more accounted for 36.4%, up 9.7 percentage points over the same period of last year.
Faced with the escalation of user demand, the cake of the new market means the opportunity to reverse the status of the industry. According to industry sources, 2017 will be the key outlet for quantum dots and OLED competition. This is both an east wind and a tornado. The TV manufacturers must do is really demand-oriented, avoid getting involved in the "eye", being lifted high and falling down.
It will take time to observe if the company can become windward. As the industry's only color TV company that has layouts on OLEDs, quantum dots and other panel technologies, taking double insurance, Philips' two-legged approach to avoiding “right-to-left hands†has become the focus of industry attention.
It is reported that Philips not only introduced the world's first surface Ambilight OLED, as well as a variety of high-end products, but also the "multi-screen era" under the market differentiation of the selling point, put forward the "vision new ecology" layout strategy. In other words, proprietary technologies such as OLED, 8K technology, HDR Plus, Quantum Dots, and unique Ambilight and Shu Shilan are considered as important hard strengths. Intensive cooperation with mainstream service providers such as Penguin TV, Ali Family Entertainment, Little Whale, Kiwi TV, PPTV, etc., brings in massive content resources blessings, upgrades in service consumption, and provides ultimate product experience and high-quality services to meet consumer demand. Screen display product diversification needs.
The eco-models of color TV manufacturers are similar to each other, and the core is to open up the upstream and downstream industrial chains and create more diversified profit models. It is worth noting that compared with the eco-model of a color TV company with a single product structure, the Philips "Vision New Ecology" screen display products cover TV, monitors, mobile phones, tablets, VR, commercial large screens and other six major areas, from 5 inches small Screen to 144-inch large screen, from mobile to office, from home to outdoor, etc., connecting the user's life and work in various scenarios, as a few can apply the next generation of display technology in the full category of screen display products, successfully promoted in the industry chain Dimensional layout of the enterprise.
Philips' exploration of product focus and industrial innovation shows its different thinking on China's color TV market. The long tail effect is formed in multiple scenes and dimension layouts such as life and work, and all the entrances to the full screen segment market are grasped according to user needs. In this process, the combination of Philips TV hardware and software, the content of the king's positioning and innovative features, can be based on a unique group of market users to achieve continued strength.
Dimensionality reduction strategy, “Three Good Television†standard interpretation of the new needs of the national iterative 2016 Philips TV sales exceeded 2.4 million units, sales volume nearly doubled in two years, achieved a reversal and leap of 33% year-on-year growth, ranked first in foreign brands , Become the fastest growing foreign brands in the color TV industry. Not only that, after entering 2017, Philips still maintains a strong growth momentum. According to the latest data from Ove Cloud Network, Philips retailed more than 630,000 units in the first quarter, ranking first among all foreign brands. The "vision and new ecology" strategy that Philips has initiated has moved from "product potential" to "ecological construction". This has led many proud color TV industry professionals to take a look at Philips' speed and execution.
When talking about the upgrading of consumption, the new consumer groups are more concerned with doing fine works, namely, relying on brand premiums and emotional values ​​based on the value of the products themselves. The emerging middle class has gradually given up its status as an imaginary consumer, turning to the pursuit of a lifestyle that is cost-effective but without losing its taste. At this point, Philips TV is just in a good position.
From the perspective of branded products, Lin Zhiling was hired as the chief visual experience officer, and the high value of human-computer interaction earned the “eyeballâ€. The "Good Hardware + Good Content + Good Brand" Philips "Three Good Television" standard has become a consumer with a foot vote to search for new ones and iteratively select reference standards. Higher than domestic brands, lower than the price of Korean and Japanese brands, as the only TV brand from Europe targeting high-end market, Philips OLED TV industrial design is certified by Royal Philips of the Netherlands, complemented by Philips' unique Ambilight technology, From the outside to the inside highlights the distinctive brand personality of Philips. By laying out "Internet +" direct sales stores to promote online and offline integration, promote the development of "new retail" model, allowing users to enjoy value-added experience with high quality and low cost.
On the whole, the segmentation characteristics brought about by the “dimensionality reduction†of the products have enabled Philips TVs to have a very clear identification in the industry.
With the upgrading of consumption, commodity circulation channels are more expensive and more convenient than ever, and more and more Chinese consumers are more willing to purchase products that match their minds, the highest quality, brand preference, global awareness, and cost-effectiveness. At this time, the only TV product that has a "Global Paradigm" and "European and American Life Scene" will naturally appear on their shopping list.
Suicide was reborn and he was killed. The core of future competition in the color TV industry will be a ideological competition in addition to the strength of the industry chain. It is reported that under the "new vision of the horizon", the future Philips is also expected to open its own technological advantage in the field of screen display, allowing more manufacturers to join the Philips ecology. Combining personalized smart display and entertainment products such as Philips' diverse applications and product experiences and services that bring better life and work to users will be a big plus for the entire Internet industry.
Industry sources pointed out that color TV manufacturers have opened up a new screen display upstream and downstream industrial chain, the rate of ambition is an indisputable fact. However, the bigger ecology is more demanding on resources and more demanding on the skill of the brand, and the greater difficulty in execution is required.
At present, the color TV industry is not unaware of this trend, but most companies still choose to quickly run in the splints of policy urging and demand lag. It is believed that Philips' ecological strategy can provide a good model and reference for the friendly traders at the crossroads of technological games, and take the lead in getting out of the road that accords with the law of the development of the industry.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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