Color TV industry wants to solve the difficulties of the cooperation between Konka and the whale
Behind the price war can not afford to reflect the color TV companies over the years to rely on the profitability model of profitability is difficult to sustain. The supply-side reform of the color TV industry will be triggered and the wave of industry reshuffle will come.
Marriage
"There is no permanent enemy, only eternal interests." This famous statement once again fulfilled in the color TV industry. Internet TV company Microwhale took part in the subscription of A-shares of Shenzhen Konka A Non-public Offering. As a specific target of six subscriptions, Microwhale invested RMB 450 million to become the fifth largest shareholder of the company with a shareholding of 3.14%. For fund-raising actions, Shenzhen Konka A said in the announcement that it will raise funds not exceeding RMB 3 billion for the four major projects of smart TV R&D and operation platform construction projects, brand and channel construction projects, repayment of bank loans, and supplementary liquidity. The microwhale publicly responded: "At present, the strategic cooperation between Microwhale and Konka is still in progress and both parties are interested in further cooperation in expanding the smart home terminal area."
For specific business models and details of cooperation, the two companies have not yet disclosed. According to Ma Junying, chief consultant of Beijing Goldman Sachs Lion Culture Communication Co., Ltd., “The introduction of micro whale by Konka and TCL Multimedia have great similarities with LeTV.†In December 2015, LeTV took a stake in TCL Multimedia, the former being a total of HK$2.268 billion (equivalent to 18.75 million). 100 million yuan (RMB) purchased 20% of TCL Multimedia's shares and became the second largest shareholder.
All along, TCL Multimedia and LeTV cooperation model has received much attention. TLC Multimedia Vice President Liang Tiehang told the “China Business†reporter that through cooperation, TCL will provide LeTV with more than 1.2 million television designs and manufacturing in 2016; Huaxing Optoelectronics will supply LeTV with a minimum of 500,000 units. TV screen; LeTV's powerful content resources will be open to TCL, LeTV's basic cloud capabilities will also be shared with TCL; In addition, TCL has 13 million active users, LeTV has 5 million active users, accounting for about 20% of China's total smart TV . Through this cooperation, it is expected that the revenue from advertisements that contributes unilaterally to TCL within the next year may approach 50 million yuan.
Differentiation
Among the five traditional color TV companies, Konka and TCL have chosen the marriage method to extend the industrial chain, and the three companies including Skyworth, Hisense, and Changhong have separated their technical schools. Skyworth focuses on OLED, and Hisense continues to push ULED. The differentiated display method is a new trend in the development of the color TV industry in 2016. Whether the technology diversion can bring about the differentiation of profits has caused hot debate in the industry.
Recently, Mr. Liu Yanzhi, Vice President of Skyworth Group, publicly delivered a speech entitled "OLED - A Revolution in the Color TV Industry." He stated that the LCD technology revolution has encountered a bottleneck and that there is no way out, and the entire OLED industry has entered a stage of rapid promotion in China and even the world; the arrival of the OLED era is a revolution in the color TV industry. It is understood that Skyworth has taken the lead in realizing global production of 4K OLED TVs.
The ideas of competitors and Skyworth are completely different. Skyworth entered the OLED era, and Hisense believed that the LCD era was "profitable." Hisense has high hopes for the improved products of LCD TVs. Recently, Hisense announced the official launch of ULED ultra-definition Internet TV with the application of the third-generation ULED technology. Liu Hongxin, president of Hisense, said that the focus of competition in the global color TV market is still "quality." Previously, Hisense’s first-generation ULED products have achieved breakthroughs in LED LCD TV display levels with innovations such as dynamic backlight control technology. The birth of ULED products has broadened the research and development ideas of the color TV industry. SUHD, QLED, and other products with a focus on quality have emerged.
Under the pressure of competition, in the first quarter of 2016, new technologies emerged in the color TV market, including technologies such as HDR and 8K. Dong Min, general manager of AVC Intelligent Display and Digital Entertainment Group, believes that the acceleration of innovation is shortened. The shift period of TV products. According to its introduction, from the CRT to the flat-panel TV industry has gone through 46 years, it has only been 9 years since the tablet to the OLED TV industry.
Masao
From this point of view, "do not fight price war" and "differentiation of competition" have become the competition theme of the 2016 color TV holiday market. Behind the resumption of price wars, the gloomy situation in which TV companies' profits have continued to decline.
According to AVC data, the retail sales volume of the color TV market in the first quarter of 2016 was 12.44 million units, an increase of 3.0% year-on-year; however, due to holiday promotions, the average retail price of the color TV market experienced a seasonal decline. This led to a 4.9% year-on-year drop in retail sales to 38.2 billion yuan.
The unabated scale and falling profits have become the problems encountered by most companies. Judging from the current annual report, among the top five color TV giants, only the performance of Skyworth listed companies has increased. Skyworth's operating income in 2015 was RMB4.108 billion, an increase of 15.69% year-on-year, and net profit attributable to parent company was RMB415 million, an increase of 8.94% year-on-year. Other operating conditions have different levels of losses. Liu Yuzhi pointed out that in 2016, the color TV business as a whole is in trouble and may not be able to support it for a long time. Industry consolidation may come earlier.
Appliance analyst Liang Zhenpeng believes that color TV industry profits have stagnated or even continued to decline, and in the past two years, Internet companies continue to release low prices, frequent price war. For Internet companies, they can make up for losses through the sale of content, but for the color TV companies that follow the price cuts, the damage is great.
Dong Min listed a group of Ove Cloud Network data for reporters: In 2015, China's color TV capacity accounted for 80% of the world's total. In addition, due to a surplus of products, the number of inefficient models for retail sales in China accounted for as high as 60% in 2015. In this regard, Dong Min urged that color TV industry need to carry out supply-side reforms in order to enhance profit levels, product upgrading and high-end is the core embodiment of supply-side reform.
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