In 2015, sales of smart TVs continued to increase, while Internet set-top boxes continued to decline. According to the data from Aowei Cloud Network, the retail volume of color TV in 2015 was 46.74 million units, an increase of 4.8% year-on-year; the OTT box market was 12.13 million units, a year-on-year decrease of 6.7%.
Industry insiders predict that this trend will continue to increase in 2016. A year or two ago, there were still opinions that the box would have a greater impact on smart TVs. However, with the involvement of Internet companies, smart TVs have developed rapidly, and TV boxes have performed at a mediocre level. Smart TVs have formed a comprehensive roll-up of boxes.
Last year was a year of great development for smart TVs. 79 TV brands stirred up the turbulent old industries, the price war fought, the ecological warfare also emerged, and even the birth of LeTV was able to shake traditional TVs. Eco-type players of the company.
The box satisfies the transition period from traditional TV to smart TV, and users have a single demand for content. Nowadays, the standard for TV purchase has been fully diversified. For example, the current appearance of television products has been greatly innovated, and has become a work of art from the previous black and white ugliness. For example, with the appearance of split TV, the sound effects of television have become different from before. For example, LeTV has created the most complete 1080P, 4K source library on TV... The above is a box product that is far from being a substitute.
And the value of the box itself is disappearing.
The first is that the value of the box for the user is disappearing.
For the television content audience, the box is an ultra-high cost-effective television intelligent upgrade assistant tool. Its advantage lies in its low cost and easy change. However, with the increase of the cost-effectiveness of smart TVs, the smart TV is becoming more and more popular and the competition of the box. The force has gradually weakened. In addition, it is the ability to integrate content, but after the radio and television ban, this function has basically become empty talk.
The second is that the value of the box for the industry is also disappearing.
For traditional TV manufacturers, it is possible to use the box to strengthen the market to grab users from other manufacturers and pave the way for the future development of the market. The prevalence of boxes has indeed improved the stickiness of users and created new business growth points. However, the profits generated by boxes have a very low proportion in the core businesses of traditional TV manufacturers, and the excessive prevalence of boxes will disguise TVs in a disguised way. The replacement cycle of hardware is not conducive to the sale of new television products. In the long run, the disadvantages outweigh the benefits.
For content vendors and application vendors, they are pursuing the coverage of terminals. They are not concerned about whether the carrier is a box or a TV. Boxes and TVs are their output channels. It is only necessary to stabilize and output the content. Reliance on the box alone severely limits the content. Users experience big screen video and big screen games.
For the emerging TV brands, in the early days, the box can become the market's leading product. For example, LeTV and Xiaomi use the box to quickly enter the market and form the concept of the brand, but in the later period, the profit value of the smart TV terminal is also competitive and exclusive. Higher than the box. The box will inevitably become a post-transition abandonment.
When viewed from the two layers, the box has little value to the user or the industry.
For users, like smart phones, there is no need for a combination of "feature phones plus Mp4." Users of smart TVs will no longer need TV boxes. For vendors, after the completion of phased missions, The irreplaceable value point of the box has not been re-established, and the possibility of re-exploitation of value has also become hopeless because of the SARFT ban.
What is even worse is that the advertising value of TV boxes has disappeared and the development support will be lost in the future.
The biggest ends of the current commercial realisation of the box are nothing more than advertising revenue and content gains. With the restrictions on orders issued by the Radio 181 document and so on, the commercial liquidity channel of the box's content service is basically blocked, and advertising revenue has become a manifestation of the “boxâ€. The only main business value, but according to data from Yikang, the dominant user group is gathering at the big screen end, and the user group of the box is gradually being smashed.
At present, the core products of the box are basically in the low price segment, and its main online consumption is concentrated in the price segment below 300 yuan. This group of people accounts for more than 80% of the market's share, while 200 or so occupy more than 60% of the market's share, and from In terms of trend growth, the growth rate of 200 yuan or less is much higher than that of other price segments, while the mid- to high-end products show a significant decline or negative growth.
From the perspective of brand owners, the advertising value of the box has narrowed, and in the long run, the commercial value of the box in the living room will gradually become zero with the standardization of large-screen intelligence and the narrowing of its own user base, and even disappear. .
The TV box will eventually end up in the living room market with the role of "China Smart TV Pioneer." From the perspective of the overall development of China's smart TV, the closing of the box also indicates that the entire TV market in China will usher in a new round of market growth after a five-year bottleneck period. The key words for this round of growth will be the transition from content to intelligence, ecology, etc. in the past based on the channel population.
Industry insiders predict that this trend will continue to increase in 2016. A year or two ago, there were still opinions that the box would have a greater impact on smart TVs. However, with the involvement of Internet companies, smart TVs have developed rapidly, and TV boxes have performed at a mediocre level. Smart TVs have formed a comprehensive roll-up of boxes.
Last year was a year of great development for smart TVs. 79 TV brands stirred up the turbulent old industries, the price war fought, the ecological warfare also emerged, and even the birth of LeTV was able to shake traditional TVs. Eco-type players of the company.
The box satisfies the transition period from traditional TV to smart TV, and users have a single demand for content. Nowadays, the standard for TV purchase has been fully diversified. For example, the current appearance of television products has been greatly innovated, and has become a work of art from the previous black and white ugliness. For example, with the appearance of split TV, the sound effects of television have become different from before. For example, LeTV has created the most complete 1080P, 4K source library on TV... The above is a box product that is far from being a substitute.
And the value of the box itself is disappearing.
The first is that the value of the box for the user is disappearing.
For the television content audience, the box is an ultra-high cost-effective television intelligent upgrade assistant tool. Its advantage lies in its low cost and easy change. However, with the increase of the cost-effectiveness of smart TVs, the smart TV is becoming more and more popular and the competition of the box. The force has gradually weakened. In addition, it is the ability to integrate content, but after the radio and television ban, this function has basically become empty talk.
The second is that the value of the box for the industry is also disappearing.
For traditional TV manufacturers, it is possible to use the box to strengthen the market to grab users from other manufacturers and pave the way for the future development of the market. The prevalence of boxes has indeed improved the stickiness of users and created new business growth points. However, the profits generated by boxes have a very low proportion in the core businesses of traditional TV manufacturers, and the excessive prevalence of boxes will disguise TVs in a disguised way. The replacement cycle of hardware is not conducive to the sale of new television products. In the long run, the disadvantages outweigh the benefits.
For content vendors and application vendors, they are pursuing the coverage of terminals. They are not concerned about whether the carrier is a box or a TV. Boxes and TVs are their output channels. It is only necessary to stabilize and output the content. Reliance on the box alone severely limits the content. Users experience big screen video and big screen games.
For the emerging TV brands, in the early days, the box can become the market's leading product. For example, LeTV and Xiaomi use the box to quickly enter the market and form the concept of the brand, but in the later period, the profit value of the smart TV terminal is also competitive and exclusive. Higher than the box. The box will inevitably become a post-transition abandonment.
When viewed from the two layers, the box has little value to the user or the industry.
For users, like smart phones, there is no need for a combination of "feature phones plus Mp4." Users of smart TVs will no longer need TV boxes. For vendors, after the completion of phased missions, The irreplaceable value point of the box has not been re-established, and the possibility of re-exploitation of value has also become hopeless because of the SARFT ban.
What is even worse is that the advertising value of TV boxes has disappeared and the development support will be lost in the future.
The biggest ends of the current commercial realisation of the box are nothing more than advertising revenue and content gains. With the restrictions on orders issued by the Radio 181 document and so on, the commercial liquidity channel of the box's content service is basically blocked, and advertising revenue has become a manifestation of the “boxâ€. The only main business value, but according to data from Yikang, the dominant user group is gathering at the big screen end, and the user group of the box is gradually being smashed.
At present, the core products of the box are basically in the low price segment, and its main online consumption is concentrated in the price segment below 300 yuan. This group of people accounts for more than 80% of the market's share, while 200 or so occupy more than 60% of the market's share, and from In terms of trend growth, the growth rate of 200 yuan or less is much higher than that of other price segments, while the mid- to high-end products show a significant decline or negative growth.
From the perspective of brand owners, the advertising value of the box has narrowed, and in the long run, the commercial value of the box in the living room will gradually become zero with the standardization of large-screen intelligence and the narrowing of its own user base, and even disappear. .
The TV box will eventually end up in the living room market with the role of "China Smart TV Pioneer." From the perspective of the overall development of China's smart TV, the closing of the box also indicates that the entire TV market in China will usher in a new round of market growth after a five-year bottleneck period. The key words for this round of growth will be the transition from content to intelligence, ecology, etc. in the past based on the channel population.