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Recently, "hardware sentiment" Skyworth and Hisense, although the road is not the same, but the two have released new products, continue to iterate in TV technology and picture quality, in-depth layout.
On April 14th, LeTV launched a free hardware model, rushing 2 billion yuan a day, such as a punch hit the traditional manufacturers. At the same time, Microwhale took the 449 million yuan stake in Konka, and stepped on the way behind LeTai's alliance with TCL, which also made the development of the color TV industry even more variable. 
"Survival is not so easy, and each color TV has its temperament." Liu Weizhi, president of Skyworth's color TV division, told reporters. In Liu’s opinion, the dispute over technology and the pattern has always been accompanied by the color TV industry. At present, every manufacturer is struggling with stones, and the color TV industry is far from the moment of conclusion.
Ecological game
When LeTV was mentioned, it was undoubtedly complicated whether it was the opposite of a traditional manufacturer or an Internet manufacturer that was put into the same array. Because the hardware price of this killer, Le Le did not scruples to the most embarrassing, everyone is not profitable, and even face the risk of being eroded the market, the overturning boat.
At 0:00 on April 14th, LeEco officially opened the “Hardware Free Age†to the community. On this day, users only need to purchase LeTV membership service, and the hardware can be brought home with 0 yuan. From the low-profit, zero-profit to negative interest, music as the hardware is a free nirvana.
What makes opponents feel chilly is that LeSport’s free-to-play model is more likely to win consumers’ real money than they think.
According to data provided by the LeTV official to reporters, from 0:00 to 20:00 on April 14th, LeTV's total ecological sales have reached 1.93 billion yuan, refreshing Leshi’s ecological single-day sales record. A total of 1.87 billion yuan in total sales of rice flour festivals lasted for one week from March 31st to April 6th. Among them, LeTV's total member income exceeded 1.68 billion yuan, the total sales volume of super-television was 443,000 units, the total sales volume of super-mobile phones was 516,000 units, and total sales of smart hardware and derivatives reached 72 million yuan. 
The financial report shows that in 2015, LeTV revenue was 13.017 billion yuan, a year-on-year increase of 90.89%. The net profit of the ordinary shareholders of listed companies was 573 million yuan, an increase of 57.41% year-on-year. Among them, advertising revenue was 2.634 billion yuan, up 67.53% year-on-year; terminal business income was 6.089 billion yuan, up 122.22% year-on-year; membership and issuance business was 3.78 billion yuan, up 56.17% year-on-year; technical service income was 512 million yuan, up 502.79% year-on-year . According to statistics, LeTV sold 5 million super TVs last year and Xiaomi sold only 300,000 units.
Let's think of hardware as a free logic that uses ecology to subsidize hardware losses. According to Wang Zhiguo, chairman of Cooltech, LeTV uses the huge loss of the hardware subsidiary to pack the earnings of listed companies.
On the 14th, in the face of reporters' interviews about Letv Ecology, Liu Zhizhi bluntly said: “Lastly, Letv paid for the hardware fee, and this year it was a television show. I think this is a new type of promotion and there are not many new things. â€
According to Peng Jin, general manager of Skyworth Group's sales in China, the free mode of TV hardware is a new thing in the color TV field, but it is not new in the mobile phone industry. Compared with past operators, there is no difference in the pattern of “sending phone calls from mobile phonesâ€. "But why this model of telecommunications is not getting bigger and bigger, but is shrinking, because many consumers are pursuing more quality products that can bring him more personality. From another point of view, our Most of the content is free to users, Skyworth cooperates with Warner and Tencent, and the HDR source provided to consumers is also free, while my hardware shows our spirit of craftsmanship and our better OLED TV products. Skyworth still provides users with more and better free content experience after insisting on the hardware.
In Liu Yizhi's view, the LeTV model is still controversial. "If I want to buy a 65-inch TV, I have to pay a few years' membership fee. At least 6-8 years, if the price is higher, it may take 10 years. You have to tie the consumer 10 years. 10 years, your charm does not exist. If you are 8 years old, 6 years old, or 10 years old, can your content be competitive? If I were a consumer, I would call a question mark.†Liu Lizhi analyzed the Times Weekly reporter.
Liu Yuzhi emphasized that the foundation for the survival and development of the television industry is hardware. Only the development of hardware, technology, and products can make progress in this industry. In this regard, Huawei, Skyworth, and Hisense all stand in the same position.
A number of people in the industry believe that LeTV must create a free hardware model, which is to use the ecology to create just needed. Only the products and services that are just needed can enable users to stay on forever, and hardware can be implemented for a long time. Otherwise, it can only be a flash in the pan. Liu Buchen, a senior industry analyst, told the Times Weekly reporter that business model innovation is low-level innovation, and that building a new business model based on product and technology level makes sense.
Defection cooperation
According to the announcement issued by Konka on April 13, the Internet whale company Microwhale participated in the company's non-public issuance of A-shares. As a target of six specific subscriptions, Microwhale invested RMB 450 million, with a shareholding ratio of 3.14%. , became the company's fifth largest shareholder. Microwhale publicly responded by saying: "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."
At the end of last year, TCl spent RMB 1.871 billion to subscribe for 309 million shares of TCL Multimedia at a price of HK$ 6.5/share, accounting for 20%. At the end of March, the two parties announced the breakthrough in the global broadcast, eco-chain capacity sharing, and joint advertising operations since reaching in-depth strategic cooperation.
In the mutual support of hardware and video content, TCL will provide 1,200,000 sets of manufacturing guarantees for LeTV Super TVs, and provide 500,000 sets of panels for Huaxing Optoelectronics. LeTV will share the ecological content and cloud platform capabilities with TCL, including the provision of 5,000 movies, 100,000 episodes of TV dramas, follow-up music videos, flowers, film and television, Levi Sports and other resources will be updated in a timely manner.
Liang Tiehang, vice president of TCL Multimedia and general manager of the Internet Center, said that TCL has cooperated with LeTV to create the largest smart TV boot advertising capability. At present, TCL has 13 million active users and LeTV has 5 million active users, probably accounting for China’s total smart TV. More than 20%. Through this cooperation this year, it is expected that the revenue from advertisements that contributes unilaterally to TCL within the next year may be close to 50 million yuan.
Konka and TCL are the top five traditional color TV manufacturers in China, with market share ranking fifth and third respectively, and the other three are Hisense, Skyworth and Changhong. In the face of the trend of cross-border cooperation between old and new manufacturers, the latter three have not yet “collapsedâ€, but have they felt the pressure and threats from opponents' spoils and their peers’ “fightingâ€?
Liu Yuzhi admitted to reporters that Skyworth is not very good at the capital market and may be a portrait of engineer culture and productism. Each company's development has its own strategy. Each company has a certain period of time to find partners and investors, but at least Skyworth does not have this idea.
Technical betting
The technical dispute has always been accompanied by the color TV industry. At present, among the top 5 color TV giants in China, three have been standing in the OLED camp. Hisense and TCL have all considered that the OLED technology is not fully mature and they have not entered the OLED industry for the time being. plan.
On April 14, Skyworth announced a partnership with Warner and Tencent Penguin TV to complete the integration of the HDR industry chain through the opening of content and terminal displays. Skyworth believes that the combination of HDR technology and next-generation display technology, OLED, can improve the picture quality.
Warner Bros., one of the world's largest film and television entertainment production companies, has launched several films using HDR technology and has been shooting and planning more HDR content. Tencent Video will enjoy the exclusive rights to enjoy Warner HDR's domestic broadcast rights in 2016 and share rights to broadcast in 2015. Penguin TV, as the Internet TV brand of Tencent Video, will cooperate with Skyworth to exclusively present Warner HDR films in the form of television. Skyworth has teamed up with Warner and Tencent Penguin TV. The latter two can provide high-quality HDR content, and the three parties work together to create a complete HDR industrial chain.
Behind this HDR industrial chain is Skyworth’s substantial increase in sales of OLED TVs. Liu Yuzhi told reporters that 2016 sales of OLED TVs will exceed 200,000 units. Last year, Skyworth's sales of OLED TVs in China were only 20,000 units. This means that Skyworth will have to complete sales 10 times last year this year. “OLED is the direction of future imaging technology. At present, the entire industry, from the upstream panel makers, to our complete machine manufacturers, to the downstream channels, and finally to the terminal consumers, has basically reached consensus in the industry chain of the entire industry. It's up."
According to report, many panel companies have invested heavily in OLED panels. LG Display has invested in two production lines, E3 and E4, to produce large-size OLED panels. In 2016, shipments are expected to increase by more than five times from 2015. In November 2015, LG announced that it invested US$8.7 billion to build a new OLED plant; Samsung recently announced that it invested US$7.2 billion to build an OLED plant. The BOE, a leading panel company in China, plans to start supplying OLED TV panels at the end of 2016. The yield of 55-inch 2K OLED TV panels has reached 80%.
Liu Yuzhi told reporters: “The yield rate is no longer a problem. Only because of the capital investment, large-scale investment has only just begun. Therefore, the production capacity may be subject to some restrictions. Our partner LG Display is also in full swing in this regard. Deployment."
"LCD TV technology has reached the ceiling, the cost has reached the ceiling, OLED is a star product in development. According to Drucker management of the five points of view, we must pay attention to the stars of tomorrow, who layout first, who will compete in the future The opportunity is huge. We also make a bet that if QDTV and other TVs are the future direction, I will definitely stay in the end.†Liu Zhizhi bet on OLED, said to reporters decisively.
Life or death: the old and new camp of the color TV final "showdown"
The fight between recruits and veterans in the color TV industry again struck.