A few days ago, LeTV's (300104.SZ) semi-annual report performance forecast disclosed that the company lost 1.11 billion yuan in the first half of the year, and LeTV, which is "building up", was pushed into the abyss of crisis again: LeTV has the risk of stocks being suspended from listing. As the former "GEM king", the status quo of LeTV is embarrassing. As LeTV has stepped down from the "sacred altar", Internet TV brands that once stood at the forefront have also fallen into decline one after another.
Not only encountering the "cold wave", Internet TV brands are also facing strong attacks from traditional TV manufacturers in terms of content resources, smart TVs and user operations. With internal and external difficulties, can Internet TV brands win the "turnaround battle"?
In response to this question, Baofeng TV CEO Liu Yaoping said in an interview with reporters that in the era of artificial intelligence, the advantages of Internet TV brands that truly have user platforms and user data have become increasingly obvious. "The era of relying on the advantages of hardware and supply chain to lead the development of the industry has passed. The combination of software and hardware and strong data operation capabilities are the key to the development of the current TV industry."
Recently, the funding issue of Storm Group has also attracted much attention from the outside world. In response to this "storm", Liu Yaoping responded, "Storm TV has never been affected by large amounts of funds." At the same time, according to him, after receiving a capital increase of 500 million yuan, the storm commander will soon have a larger scale. Financing proceeds. However, Liu Yaoping did not disclose the specific financing amount, only saying that "subject to subsequent announcements."
The spread of crises such as watch fashion and micro whaleAt the end of last year, Global Zhida Technology (Beijing) Co., Ltd. (hereinafter referred to as “Global Zhidaâ€), the operator behind Watch TV, was exposed to "forcing employees to resign without paying wages" and "ignoring nearly 100 million suppliers in debt." Ask" and other questions. In January this year, Fengxing TV was accused of false propaganda. In March of this year, Wewhale Technology Co., Ltd. (hereinafter referred to as "Wewhale Technology") was exposed to a payment dispute with a supplier. A few days ago, Baofeng Group (300431.SZ) was also involved in the storm of "deeply trapped in the crisis of the capital chain".
The reporter combed and found that after the capital chain crisis broke out at the end of last year, the status quo of Global Zhida has become increasingly embarrassing.
A few days ago, when a reporter logged into the National Enterprise Credit Information Publicity System, it was discovered that Global Zhida was included in the list of business abnormalities on February 1, 2018 because it "cannot be contacted through the registered residence or business premises". At the same time, according to data from the National Enterprise Credit Information Publicity System, Kanshang Media (Beijing) Co., Ltd. (hereinafter referred to as "Kanshang Media"), a wholly-owned subsidiary of Global Zhida, was also under the management of Beijing Administration for Industry and Commerce on July 4, 2018 The Chaoyang District of the Bureau was included in the list of business abnormalities, and the same reason was that the registered residence or business place could not be contacted.
On July 27, the reporter visited the Global Zhida registration site located in Building 2, Yard B, Shijingshan Road, Shijingshan District, Beijing. However, when the reporter arrived there, the staff on duty told the reporter, "This company was two years ago. Has moved away."
Afterwards, the reporter came to the Global Smart CAN Super TV Headquarters at AVIC Development Building, No. 14 Guandongli, Anwai Xiaoguanli, Chaoyang District, Beijing (this place is also the industrial and commercial registration place of Kanshang Media). , But there is no “figure†of Global Zhida CAN Super TV Headquarters and Kanshang Media. According to the staff of the building property, Kanshang Media probably moved out in December last year. In addition, the reporter also noticed that the official website of CAN Kanshang Mall cannot be accessed normally.
According to Qixinbao's data, Global Zhida was included in the list of untrustworthy persons subject to enforcement by the People's Court of Shijingshan District, Beijing in June this year. Moreover, from February to June 2018, Global Zhida involved 11 labor disputes. Among them, Global Zhida has repeatedly appealed to the court on the grounds of business difficulties and refused to pay employees' wages, economic compensation for termination of labor contracts, travel expenses, medical insurance expenses, etc.
In an interview with reporters, Luo Yong, the former public relations manager of Global Smart, said that due to business difficulties, Global Smart's brand promotion and other positions are currently vacant. "Now Global Smart has no external communication needs, and some of its business may be in a stagnant state. "
In addition to Global Zhida, the current situation of Micro Whale Technology is also unspeakably optimistic. The reporter learned from the China Judgment Documents Network that in April this year, in a contract dispute with Guangzhou Liangjian Advertising Media Co., Ltd., the People's Court of Xuhui District in Shanghai ruled to freeze, transfer, and withdraw bank deposits under the name of Wewhale Technology, with an income of RMB 158,5282.1. Or seize, seize, or auction their property of corresponding value. In addition, Qixinbao data shows that from February to June 2018, Microwhale Technology was included in the list of persons subject to enforcement for a total of 4 times.
"Kanshang TV is currently undergoing a strategic contraction, but relying on the resource advantages of its parent company, Guangdong Fang Network (002175.SZ) (Beijing) Co., Ltd. (CIBN), it will restart its TV hardware business in the future. Wewhale Technology will not It is as radical as before, but the TV hardware business will not be lost. In the future, it should be a small and beautiful TV brand with a clear positioning in the subdivision field." A person in the home appliance industry close to the two companies said.
"Three Kingdoms Kill" situationDong Min told reporters that after the latest round of industry reshuffles, the current Internet TV camp has entered an era where millet, storm, and popular are all triumphant, all of which have their own advantages. "Xiaomi’s new retail, the success of its ecological chain, and the improvement of its overall brand image are all conducive to the development of its TV business. In terms of storm, Liu Yaoping, the leader of the TV business, has many years of experience in traditional brand management, and he also has the previous commander’s experience. Offline channel resources. Popular is relatively firmly rooted in the third and fourth tier markets. At the same time, its controlling shareholder Shenzhen Zhaochi Co., Ltd. (002429.SZ, hereinafter referred to as "Zhaochi Co., Ltd.") is a foundry and has a strong supply chain. Ability." Dong Min said.
Industry insiders believe that the departure of LeTV makes Xiaomi the biggest vested interest in the Internet TV camp. According to the data of Zhongyikang, in the online sales ranking list of the color TV market in the "June 18" promotion in 2018, the sales volume of the Xiaomi brand ranked first in the industry. At the same time, Dong Min told reporters that according to statistics from Aowei Cloud Network, in the first half of 2018, the sales of Xiaomi TVs had reached about 3 million units.
According to Feng Xin, the chairman and CEO of Baofeng Group and Liu Yaoping of Baofeng TV, Xiaomi is the biggest competitor of Baofeng TV, "Storm and Xiaomi must have a battle."
Feng Xin believes that the differentiated competition between Baofeng TV and Xiaomi lies in three lines: "One is cost-effectiveness; the other is Internet services and Internet technology. AI voice must be the main interactive method of the future Internet. Baofeng determined to regard this as the company's future last year. The most important line for the development of the Internet; the third is Internet value-added services, the key is to see who can take the lead in making breakthroughs in Internet value-added services."
In Liu Yaoping's view, Baofeng wants to compete with Xiaomi, essentially competing for price range and pricing power. "In a certain important price segment, whoever makes overwhelmingly high-quality products and services wins."
In response to the "Fengmi Controversy", Liu Buchen, a senior analyst in the home appliance industry, told reporters that "Xiaomi is the most important hardware construction of all Internet TV brands, and good hardware is an important direction that all Internet TV brands need to work hard on. The current storm TV fought a big price war and failed to grasp the focus of the development of Internet TV. It is still the thinking of the LeTV era."
However, Dong Min believes that the top priority for Internet TV brands at this stage is to increase the scale, and the current low-price strategy of Baofeng TV is also for this reason. "A larger scale is conducive to cost reduction, conducive to occupying the Internet portal, and also helping to increase its own market value to facilitate subsequent financing."
There is still a risk of "shuffle"Since LeTV TV has stirred up the traditional home appliance industry with its role as a "disruptor", Internet companies such as Xiaomi and Baofeng have succumbed to competition, and a large number of Internet TV brands have begun to expand rapidly. However, after Internet TV brands have quickly seized the market through content advantages and low-price strategies, their own shortcomings in the supply chain and channels have also been exposed.
Where is the way out for Internet TV brands? In Dong Min's view, Internet TV brands should pay attention to their strengths and avoid weaknesses: in terms of "strengthening strengths", give full play to the advantages of Internet TV brands in user operations; in terms of "compensating weaknesses", they must continuously strengthen their control of the supply chain.
In addition to solving their own problems, Internet TV brands also need to face the test of the development trend of the entire industry. For a long time, Internet TV brands, known as "price butchers", have impressed consumers with low-end products. Facing the high-end industry trend of the color TV industry, how will Internet TV brands perform?
"Currently, Internet TV is clearly lagging behind traditional TV companies in terms of high-end transformation. For example, traditional TV companies started to promote OLED TVs and quantum dot TVs as early as 5 years ago. Internet TV brands have not taken any action in this regard so far." Liu Buchen said. .
In Dong Min's view, under the high-end industry trend, the main products of each brand should depend on their brand positioning and target user groups. But he also said that Internet TV brands also need to bind high-end core supply chain manufacturers to produce some high-end products to maintain their brand image. To transform towards high-end, it needs to increase the layout of offline channels.
Regarding the issue of whether traditional TV brands or Internet TV brands will be the ultimate winners on the Internet TV track, Hong Shibin, an observer of the home appliance industry, told reporters in an interview: "On the road to Internet TV, you cannot rely on traditional TV brands for self-revolution. In the end, it must be a new species like the Internet TV brand to trigger the fission and innovation of the TV industry."
However, from the perspective of the industry environment in 2018, the sales of Internet TV brands are not "good". According to data from Zhongyikang, in the first half of 2018, the sales volume of the color TV market increased by 0.7% year-on-year, and sales fell by 5.9% year-on-year. At the same time, according to data from Aowei Cloud Network, the market share of Internet TV brands is shrinking further and has dropped to 10%. In addition, with the decline in upstream panel prices, the prices of traditional TV manufacturers’ TVs have been lowered one after another, and the price advantage of Internet TV brands has been weakened.
Facing the above market environment, Liu Yaoping told reporters: “Although the total market growth of the color TV industry is not large, the survival conditions of various brands are quite different. In the current situation of sluggish demand in the entire industry, Baofeng and Xiaomi’s sales growth are both Obviously, there will be huge structural changes in the color TV industry in the future."
Different from Liu Yaoping's view, Liu Buchen believes that "the overall environment of the color TV market is not good, and Internet TV brands cannot be aloof. Except for Xiaomi, other Internet TV brands are likely to be'shuffled' within two years."
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