The Internet TV company's stock price has recently performed strongly. Following the announcement of LeTV's bright annual report, Dr. Peng Peng, a private broadband operator, has also released a 55-inch barley ultra-clear television. It plans to add 10 million to 15 million new subscribers during the year. Traditional manufacturers’ cross-border smart TVs triggered the market’s enthusiasm, and Hisense Appliances and other companies saw a large increase this week.
Traditional appliances compete for Internet access
This round of the rebound of the GEM leader LeTV.com's performance report shows that in 2014 the company's revenue increased by 180% to 201%, and net profit growth rate reached 20% to 30%. In addition to consolidation factors, it is important for LeTV TV Super TV to promote performance growth. Through the full coverage of the product line, it completed a full-year sales task of 1.5 million units one month ahead of schedule. Smart TV has the characteristics of low hardware cost, increasing amount of paying users and considerable advertising revenue. Once purchased by customers, it means that manufacturers will be able to push their own content and services for a long time. All the black power companies have seen the development prospects of smart TVs and have cooperated with internet companies. After Skyworth and Alibaba.com launched three smart TVs, Xiaomi Technology also launched a smart TV, TCL and iqiyi. Smart TV.
In A shares, LeTV, Dr. Peng, Hisense Electric, Sichuan Changhong and BesTV all entered the smart TV. As the first LeTV brand to launch its own brand TV, since the launch of LeTV TV Super X60 in 2013, it has become the leading brand of smart TV. The company owns 90,000 episodes of TV dramas and 5,000 movies. Through the layout of TV terminals, LeTV's brand and content advantages have been demonstrated, forming a core competitiveness in full coverage of content. The latecomers also rushed to join the competition in the living room. On February 4th, Dr. Peng released the world’s first self-developed 4K barley ultra-clear TV and barley box and barley super broadband as the “cloud. The end-of-pipe strategy of "integration" is an important move to build a closed-loop ecosystem of "broadband" + "content" + "video", and to drive broadband telecommunications services through low-cost TV hardware. On February 5th, color TV giant Hisense Electric and Tencent Games announced the launch of a video game cooperation. The two parties jointly created a “rich play†boutique video game experience platform. The expansion of this business is conducive to the expansion of Hisense Electric from the traditional home appliance industry to the OTT market.
Prior to this, Hisense Electric had launched the smart TV VIDAATV in April 2013. According to data from CITIC Securities's smart TV industry research report, in 2014, the total number of active users of smart TV manufacturers reached 31.10 million, and Hisense Electric consistently ranked first with 8 million users, and sales were among the top Internet e-commerce vendors. At the end of January, Sichuan Changhong also announced the signing of a strategic tripartite cooperation agreement with Guangdong Taiwan and Ulead Pengle, among which the licensee Guangdong Radio and Television will be responsible for the integrated broadcast control management function, and superior Pengle will provide technical support, as well as content integration and operation services. Sichuan Changhong is responsible for the customized production and sales of televisions, and has fully developed new smart TVs.
Video site consumption migration to TV
Many black-box companies compete for the Internet portal, in order to adapt to the video site's spending habits from the PC to the mobile phone, TV migration habits, compete for the audience's attention. According to the statistics report of China Internet Network Information Center released by CNNIC in January 2015, since 2008, the number of users in China's online video industry has been increasing. As of December 2014, the number of online video users reached 433 million, which was an increase from the end of last year. 4.78 million. The characteristics of network video user terminals that continue to extend from mobile phones, computers, and televisions are also more obvious. According to statistics of CNNIC, the current usage rate of television among online video users is about 23%, which means that the market size of smart TVs is already Nearly 100 million users.
For the selection of smart TVs, CNNIC data show that 58.5% of users choose smart TVs, and 70% of users choose network set-top boxes. Among them, broadcast and television set-top boxes and Internet set-top boxes account for the largest proportion, and their market share is around 25%. IPTV With a market share of nearly 10%, the market for smart TVs is gradually expanding, especially for the low-priced box market.
"Box Wars" is strong, Internet companies like LeTV, Xiaomi, and PPTV have all launched Internet boxes. Best Connect has launched Xiao Hong Cool Box, and Ali has also launched the "Tempest Cloud Box" equipped with Ali cloud system. Youku Tudou and CIBN have cooperated. The Youku CIBN Cube TV box was launched, etc. However, the license issue has hindered the development of the box. As of now, there are 7 corporate platforms that have Smart TV licenses issued by the General Administration of Radio, Film and Television, which are CNTV, Shanghai Best Connect, and Hua Digital Media. The reporter reviewed Jingdong, Suning and other e-commerce platforms and found that the current sales volume of Tmall Box, Lebox, and Xiaomi Box are among the top, and the user evaluation is better, and has already been recognized by the market.
Staking an entertainment platform
However, compared to the 300-500 yuan cheap box, smart TV's overall integration is high, manufacturers can provide more follow-up upgrade services. For merchants, smart TV will gradually become a home entertainment center with high-definition content and user-friendly interaction, increasing user stickiness and advertising value. Zhi Zhitao, the CEO of Haishi Cloud, which is responsible for the operation of Hisense's smart TV, stated that "the number of smart TV users will exceed 100 million in three years, and the market for intelligent value-added services such as video advertising, pay-for-demand, games and applications will exceed 20 billion yuan." The 2014 annual performance forecast from LeTV.com also shows that the average daily UV and monthly total UV of the company's website ranked among the top three in the video industry in December, which has positively contributed to the company’s revenue.
The Yikang data from a third-party organization indicates that "As of the end of 2014, the total number of smart TV users of Hisense, TCL, Skyworth reached 8 million, 6.5 million, and 6.3 million, respectively, which is much higher than the 1.5 million and 300,000 of LeTV and Xiaomi." . Users of traditional household appliances enterprises have accumulated rapidly, and the activation rate has been constantly rising. This is not inferior to online video companies in terms of traditional advertising companies building smart TV platforms and increasing advertising revenue. In addition, hardware companies frequently attacked and collaborated with iQiYi, Cool6, LeTV and other video sites to create an ecosystem of smart TV video content to enhance the value of online value-added services.
"We share the value of the platform. We believe that the cooperation between black and white companies and the Internet and complementary resources and shared platform values ​​is a development trend." Haitong Securities believes that smart TVs engender enormous commercial value. Traditional home appliance companies have only a stable business. Mode, you can fully enjoy this value.
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