In today’s era where computers and mobile phones are flooding our lives, people’s interest in TV has gradually faded, but there was a saying: TV is the entrance to the family, people can not watch TV, but will sit in the living room and turn it on. TV chat, because if the living room lacks a TV, it always feels like something is missing in this home. This sentence shows that although the television industry is not very popular in the market today, it still has its meaning.
In recent years, under the impact of new media, traditional TV has been succumbed to decline. So far, it has entered a turning point in a dilemma. Especially last year, the entire black electricity industry gradually showed a downturn, and the development of the TV industry fell into an anxious atmosphere. The market was gradually invaded by the beige home appliance industry such as computers. Under this circumstance, Sony TV has made great successes in the Chinese black power industry market.
The TV market is sluggish, Sony TV is here to help
To be more specific, the appearance of television has a history of about 90 years. In this long development process, television has experienced stages such as black-and-white television, color television, cable television, and digital television. However, with the popularization of mobile networks, the TV industry has begun to suffer. Since 2015, the negative wind in the TV industry has begun to blow in the market. According to the monitoring data of Zhongyikang, in Q3 2017, my country's color TV output in the market was 11.38 million units, a year-on-year decrease of 13.5%; sales were 36.6 billion yuan, a year-on-year decrease of 7.3%.
Nowadays, the TV industry has gradually approached the ceiling in the market, and the TV market has experienced an oversupply situation, accumulating a lot of goods. In the case of such a depression in the TV industry, Sony TV handed in a pretty good answer in 2017.
Speaking of Sony TV, I believe everyone is no stranger. Sony, Samsung, and Sharp are collectively called 3S, which is one of the traditional TV brands. Sony’s financial report shows that in 2016, the total sales of Sony’s home entertainment business, including audio business and TV business, were 1,039 billion yen (approximately 60.2 billion yuan), and revenue was 58.5 billion yen (approximately 3.4 billion yuan). , An increase of 15.7% year-on-year. Among them, the TV business has achieved three consecutive years of profitability.
According to the data of the market research company Yikang, we can understand that in the second three quarters of 2017, in the OLED TV market, Sony TV achieved a 34% market share in China with the A1 series, ranking first. Sony TVs are among the best in the area of ​​65 inches or more and products sold at a price of more than 10,000 yuan. At the time when the TV industry is not developing well, the release of this latest data from Sony TV means that the TV industry still has the possibility of competing with the beige industry in its development.
The reason why Sony TV is able to maintain a growth trend and achieve profitability in a downturn in the TV market is not unrelated to its positioning of its own products. At the just-concluded CES 2018 in Las Vegas, giants in the TV industry such as Sony, Samsung, and Sharp launched 8K resolution TVs. Sony’s 85-inch HDR 8K TV is a high-consumer product that specializes in the high-end market.
In order to better expand the Chinese market, Sony TV has greatly catered to the consumer needs of Chinese users in the creation of new products, and created products in accordance with local conditions. Last year, Sony transferred the person in charge of product design to its SSV factory in Shanghai for on-site inspections, thereby designing products that are more in line with the entertainment needs of Chinese consumers. In addition, Sony has reached a cooperation agreement with many Chinese Internet companies based on China's national conditions to promote the implementation of AI technology content and interaction in China.
According to Zhongyikang's forecast, from 2017 to 2020, the sales volume of Sony OLED in the high-end market in China's TV industry market during this period will be 180,000 units, 550,000 units, 1.5 million units, and 2.5 million units respectively. In order to strengthen the layout of the high-end market, Sony TV’s OLED+LCD layout has raised a level of consumption, which has increased the guarantee for increasing Sony TV’s revenue. Relevant data shows that during the May Day last year, Sony TV surpassed Skyworth, LG and other brands in the OLED market sales, confirming that Sony TV can still achieve a "big harvest" in sales and revenue in the current turmoil of the TV industry.
Always speaking, in the final stage of 2017, Sony TV fought a beautiful turnaround. But this does not mean that Sony TV can sit back and relax.
Mobile intelligence is accelerating, and the future of Sony TV is unpredictable
Today is the era of popularization of the mobile Internet. With the rapid development of technology, the main tools for people to watch videos have changed from the previous TVs to computers and mobile phones. In particular, the prevalence of online dramas now makes people's consumption of television less and less frequent.
Data from the "2017 Semi-annual Summary Report on China's Color TV Market" released by Allwinnet.com shows that in the first half of last year, domestic color TV sales were 21.81 million units, a year-on-year decrease of 7.3%. The TV market is showing a decline in product output. At this stage, Sony TV, which has always been "marginalized" in the market, has shown a breakthrough trend and achieved good results. But behind its recovery and development, it still faces threats from all sides.
First of all, Sony has many brands such as Columbia Pictures, Xperia, Walkman, Playstation, etc. The TV business is just one of them, not the core business. Among the many businesses, Sony cannot always maintain a high level of investment in the TV business. Due to the decentralization of its focus, Sony cannot provide timely feedback on changes in the TV industry’s prospects to make timely adjustments. It can only follow the “first mover†as a “chaserâ€. Catering to market development, this has led to Sony's lack of dominance in the TV market. In addition, Sony will separate its TV business to make it self-financing, which will easily lead to the marginalization of the brand.
Secondly, the product price is too high, and it is difficult for middle and low-end users to accept such a price. For some consumers, black home appliances, such as TVs, which cost 7,000 to 8,000 or even tens of thousands, are not as practical as beige home appliances such as computers, and are relatively cheap. Like the recently launched Sony A1, the price is 31999 yuan, such a high price has wiped out a large number of consumers. Furthermore, the Chinese market is one of the main battlefields for Sony TV, and Chinese domestic TVs have taken Sony TV down by virtue of their absolute advantage in price.
In addition, in the third quarter of 2016, the price of LCD panels rose by five percentage points, and panels accounted for 40% of the overall factory price of TVs. The increase in panel prices has a significant impact on the investment in TV costs. In addition to the panel, affected by the price increase of LED lights and market demand, the color TV market has fallen into a comprehensive "price increase tide", which to a certain extent limits the expansion of the terminal market of the TV industry.
Finally, due to high costs and low corporate operating income, this has increased the difficulty of corporate operations to a certain extent. Today, the entire TV market has gradually become saturated. In order to gain more market share, major brands have started price wars. This has led to rising costs and declining profits for brands. The low income of enterprises will increase the difficulty for TV companies in operation. .
In general, although Sony TV’s current sales and turnover are constantly breaking new records, there are still many problems that need to be resolved.
Artificial intelligence becomes Sony's next life-saving straw?
NPD Industry Analyst and Vice President Stephen Baker once said: "TVs are generally the largest screens in the home, placed in the most conspicuous place. Users have always liked to choose brands that everyone recognizes. Consumers show their TVs to others, They want the TV to look great, and they hope that the investment is worth it. Excellent design, excellent technology, and excellent picture. This is what they are after..." This sentence fully expresses people’s needs for TV. How the TV industry should develop shows the way.
In fact, since the appearance of beige home appliances, it has brought some potential crises to the black home appliances like TV, and after it began to become popular, it will have a greater impact on the TV industry. In a sluggish TV market environment, if Sony TV wants to change the status quo of the industry and improve its competitiveness in the industry, it must do something.
On the one hand, Sony TV’s price positioning is too high, which is not conducive to expanding the user market. Nowadays, the middle and low-end user groups are the largest market resource for TV sales. The high-end marketization of Sony TV positions itself as a high-consumption product. However, with the development of the market, the penetration rate of TV in the user domain with high consumption power has become saturated. Today, the largest market is mainly in China. Low-end user area. Therefore, when creating a high-end market, appropriately launching products within the scope of the consumption power of low-end users can maximize the scale of the user market and integrate the three levels of high-, middle- and low-end markets.
On the other hand, it is the issue of resource sharing between businesses. Sony TV’s business has been separated and operated individually. Nowadays, various corporate brands continue to seek cooperation to achieve the purpose of resource sharing in order to gain a foothold in the home appliance market faster. This separation model of Sony TV is likely to lead to The marginalization of its business, in the TV industry, the development of mutual "bridges" between businesses, which can reduce risks, improve efficiency, and build a bridge for corporate business resource sharing may become the future development trend of the company.
In short, with the rapid development of science and technology today, if the TV business is not to be eliminated by the society, in addition to solving the problems of high prices and decentralized services, it also needs to keep up with the development of the times and analyze the relevant data of user needs. To carry out the layout of the brand. In addition, the TV industry needs a targeted layout, smart TV products that are both beautiful and diversified, which are conducive to improving the consumer experience of users. In this way, the TV industry represented by Sony should be prepared to resist attacks and move on when facing more beige home appliances such as computers.
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