The TV box, as the most convenient tool for TV access to the Internet, is not unfamiliar to users who are still using non-smart TVs. The “box†is connected to various Internet videos. However, in the past two years, with the influx of Internet TV into the market, making watching Internet videos more comfortable and convenient, the value of TV boxes has become smaller and smaller, and sales have continued to fall. So, how should the future of "box" go?
1. TV box sales continued to decline, and brand sales declined
Just a few years ago, when ordinary home TVs were separated from the Internet, intelligent, compact TV boxes connected the two together, allowing ordinary TVs to access Internet content as a reality and allowing television users to taste it. "Affordable." It is also in this short period of two or three years that various television boxes have flooded into the market and they are competing to take their place.
However, after a wave of turmoil, the sales volume of TV boxes began to deteriorate from the previous winds. Recently, Ovid Cloud Network (AVC) announced the smart TV box market monthly report in May 2016. In May, the online retail volume was 497,000 units, a decrease of 8.8 percentage points from the previous quarter. In terms of sales, total online sales in May were 110 million yuan, a decrease of 6.9 percentage points from the previous quarter. Overall, sales and sales of domestic online smart TV boxes both declined in May 2016, reflecting the relatively flat market demand for smart TV boxes in the near future. The online monitoring data in the last week of June showed that the sales volume of smart TV boxes was 95,000 units during the week, a decrease of 37.8% compared with the previous period, and the sales volume was 0.22 billion yuan, a decrease of 35.9% from the previous quarter.
According to big data, in May 2016, 79 online brands were sold, compared with 14 in April. There were 364 models sold, a decrease of 15 compared to April. The number of stock models sold was 347, a decrease of 13 compared to April, and 17 new models were listed, a decrease of 2 compared to April.
2, the official rectification, Internet TV blowout has a greater impact
When it comes to the reasons for the decline in the sales of favored TV boxes, the analysis by related parties has a lot to do with official rectification and the influx of Internet TV in the market in the past two years.
First of all, since last June, SARFT has issued a series of "reorganization orders" for Internet TV boxes. On November 6th last year, SARFT introduced a new rule, mainly targeting third-party applications on TV boxes. After the box was upgraded, all 81 illegal third-party applications such as Fengyun Live, Watermelon Video, Panda Listening, and 360 Film and TV were blocked. , let the TV box of the scenery once usher in the "Nirvana" test. During this period of time, many smart TV box makers who were fighting the ball have been hit hard in this crackdown. Many brands on the market have disappeared.
Second, Internet TV has flooded into the color TV market and it is no longer necessary to buy it separately. According to color TV professionals, compared to TV boxes, Internet TVs with built-in networking modules are functionally the same as boxes, but they can be equipped with higher-performance built-in chips, and TV boxes have advantages in terms of convenience. In today's Internet TV market, regardless of the traditional TV brands or cutting-edge brands, there are almost no TVs that cannot be connected to the Internet. Under this situation, it is not difficult to understand that TV boxes are overstocked and sales are falling.
Thirdly, since the SARFT has strictly controlled and controlled, it has restricted the visual contents of the TV box, especially the copyright management. In recent years, the broadcasting and television broadcasts have restricted the on-demand and live broadcast content of TV and box products. Compresses the services that the box product brings to the user. The contents of the fees began to increase, some of the exciting content must be paid, no doubt affect the consumer's purchase, watching enthusiasm.
3, low-end products favored, buy to see the chip and memory
For TV box sales at different price points, AVC released data showing that the retail share of 0-99 yuan price segment accounted for 12.6%; the retail share of 100 yuan-199 yuan price segment accounted for 49.1% ; 200 yuan -299 yuan retail price share of the price segment accounted for 23.8%; 300 yuan -399 yuan price segment retail sales accounted for 11.9%, higher prices, its proportion is smaller. It can be seen that 100 yuan -299 yuan accounted for the absolute mainstream.
When purchasing, the reference price also depends on the chip and memory. In order to enhance the processing capability of TV boxes, chips are critical. Current data show that the proportion of quad-core chips is 86.8%, but it has dropped slightly; the share of eight-core chips is 10.7%, which is a 1.7% increase from the previous quarter. There is nothing wrong with choosing a high match.
In addition, similar to choosing a mobile phone, the box also depends on running memory + storage capacity. In terms of running memory, 1G memory occupies 60%, 2G memory occupies 23.3%, and 2G memory, in particular, the largest increase in the chain. The box's own storage capacity, 8G accounted for 63.1% of the share, and the largest increase; 16G storage ratio is also rising, only 4G storage is in decline. Therefore, you must also choose the highest possible match.
4, TV box, the future of the road how to go?
Sales volume continues to fall, and functions are replaced by Internet TV. Then, how should the TV box go in the future?
In the eyes of the industry, the lack of box is innovative, most of the box is still based on video content, but most of the video platform uses a cooperative form, not a certain box brand unique, can use TV to see the content, no need to re-plug A box to watch. So, the functional experience beyond the video content is what the box really needs to solve.
The first is to inherit the smart home terminal and let the box itself become the terminal control device of the smart home, and the information of the smart device is displayed on the large screen of the television in a unified manner, so that centralized display and centralized control can be achieved. The second is inheriting the cloud game platform. The online video content is often very different, and the video game is just as mature and lacks mature video content in the development stage, and lacks the support of large-scale scenic games. The cloud game mode is for those who want to play a large-scale game but suffers from no TV. The user of the edition offers one possibility.
Experts stated that innovative functional experiences and content services must be the way out for the future box. If it is just competing with video content resources like smart TVs, the box can only be used as a transitional product for users from non-smart TVs to smart TVs, and is completely squeezed by smart TVs. Out of the market is only a matter of time.
1. TV box sales continued to decline, and brand sales declined
Just a few years ago, when ordinary home TVs were separated from the Internet, intelligent, compact TV boxes connected the two together, allowing ordinary TVs to access Internet content as a reality and allowing television users to taste it. "Affordable." It is also in this short period of two or three years that various television boxes have flooded into the market and they are competing to take their place.
However, after a wave of turmoil, the sales volume of TV boxes began to deteriorate from the previous winds. Recently, Ovid Cloud Network (AVC) announced the smart TV box market monthly report in May 2016. In May, the online retail volume was 497,000 units, a decrease of 8.8 percentage points from the previous quarter. In terms of sales, total online sales in May were 110 million yuan, a decrease of 6.9 percentage points from the previous quarter. Overall, sales and sales of domestic online smart TV boxes both declined in May 2016, reflecting the relatively flat market demand for smart TV boxes in the near future. The online monitoring data in the last week of June showed that the sales volume of smart TV boxes was 95,000 units during the week, a decrease of 37.8% compared with the previous period, and the sales volume was 0.22 billion yuan, a decrease of 35.9% from the previous quarter.
According to big data, in May 2016, 79 online brands were sold, compared with 14 in April. There were 364 models sold, a decrease of 15 compared to April. The number of stock models sold was 347, a decrease of 13 compared to April, and 17 new models were listed, a decrease of 2 compared to April.
2, the official rectification, Internet TV blowout has a greater impact
When it comes to the reasons for the decline in the sales of favored TV boxes, the analysis by related parties has a lot to do with official rectification and the influx of Internet TV in the market in the past two years.
First of all, since last June, SARFT has issued a series of "reorganization orders" for Internet TV boxes. On November 6th last year, SARFT introduced a new rule, mainly targeting third-party applications on TV boxes. After the box was upgraded, all 81 illegal third-party applications such as Fengyun Live, Watermelon Video, Panda Listening, and 360 Film and TV were blocked. , let the TV box of the scenery once usher in the "Nirvana" test. During this period of time, many smart TV box makers who were fighting the ball have been hit hard in this crackdown. Many brands on the market have disappeared.
Second, Internet TV has flooded into the color TV market and it is no longer necessary to buy it separately. According to color TV professionals, compared to TV boxes, Internet TVs with built-in networking modules are functionally the same as boxes, but they can be equipped with higher-performance built-in chips, and TV boxes have advantages in terms of convenience. In today's Internet TV market, regardless of the traditional TV brands or cutting-edge brands, there are almost no TVs that cannot be connected to the Internet. Under this situation, it is not difficult to understand that TV boxes are overstocked and sales are falling.
Thirdly, since the SARFT has strictly controlled and controlled, it has restricted the visual contents of the TV box, especially the copyright management. In recent years, the broadcasting and television broadcasts have restricted the on-demand and live broadcast content of TV and box products. Compresses the services that the box product brings to the user. The contents of the fees began to increase, some of the exciting content must be paid, no doubt affect the consumer's purchase, watching enthusiasm.
3, low-end products favored, buy to see the chip and memory
For TV box sales at different price points, AVC released data showing that the retail share of 0-99 yuan price segment accounted for 12.6%; the retail share of 100 yuan-199 yuan price segment accounted for 49.1% ; 200 yuan -299 yuan retail price share of the price segment accounted for 23.8%; 300 yuan -399 yuan price segment retail sales accounted for 11.9%, higher prices, its proportion is smaller. It can be seen that 100 yuan -299 yuan accounted for the absolute mainstream.
When purchasing, the reference price also depends on the chip and memory. In order to enhance the processing capability of TV boxes, chips are critical. Current data show that the proportion of quad-core chips is 86.8%, but it has dropped slightly; the share of eight-core chips is 10.7%, which is a 1.7% increase from the previous quarter. There is nothing wrong with choosing a high match.
In addition, similar to choosing a mobile phone, the box also depends on running memory + storage capacity. In terms of running memory, 1G memory occupies 60%, 2G memory occupies 23.3%, and 2G memory, in particular, the largest increase in the chain. The box's own storage capacity, 8G accounted for 63.1% of the share, and the largest increase; 16G storage ratio is also rising, only 4G storage is in decline. Therefore, you must also choose the highest possible match.
4, TV box, the future of the road how to go?
Sales volume continues to fall, and functions are replaced by Internet TV. Then, how should the TV box go in the future?
In the eyes of the industry, the lack of box is innovative, most of the box is still based on video content, but most of the video platform uses a cooperative form, not a certain box brand unique, can use TV to see the content, no need to re-plug A box to watch. So, the functional experience beyond the video content is what the box really needs to solve.
The first is to inherit the smart home terminal and let the box itself become the terminal control device of the smart home, and the information of the smart device is displayed on the large screen of the television in a unified manner, so that centralized display and centralized control can be achieved. The second is inheriting the cloud game platform. The online video content is often very different, and the video game is just as mature and lacks mature video content in the development stage, and lacks the support of large-scale scenic games. The cloud game mode is for those who want to play a large-scale game but suffers from no TV. The user of the edition offers one possibility.
Experts stated that innovative functional experiences and content services must be the way out for the future box. If it is just competing with video content resources like smart TVs, the box can only be used as a transitional product for users from non-smart TVs to smart TVs, and is completely squeezed by smart TVs. Out of the market is only a matter of time.
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