According to incomplete statistics, the retail volume of color TVs 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%. One or two years ago, some people thought that TV boxes could dominate the TV market, but according to the current situation, with the rapid development of the Internet, the box market is not optimistic!
The rapid development of smart TV is not unreasonable. In the past, the content of old television was too single, and now the content of smart TV began to be enriched. For example, with the appearance of split TV, the sound quality of TV has not been the same as before; it has created the most on TV. The full 1080P, 4K source library... The above is a box product that is far from replaceable.
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 users, just like smartphones are popularized, there is no need for a combination of "feature phones plus Mp4". Users who use 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.
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. .
In the face of such a fragile TV box, in fact, all major brands have their own coups. In the early days, the box can be a leading product in the market. For example, UTStarcom, LeTV, and Xiaomi quickly enter the market with boxes and form a brand concept. However, in the later period, the profit value of the smart TV terminal and competition exclusivity are much higher than the box. The box will inevitably become a post-transition abandonment.
Is the legendary era of television box destruction? How to break the bottleneck? What will be the role of the living room in the future? In fact, change and change, depending on the user!
The rapid development of smart TV is not unreasonable. In the past, the content of old television was too single, and now the content of smart TV began to be enriched. For example, with the appearance of split TV, the sound quality of TV has not been the same as before; it has created the most on TV. The full 1080P, 4K source library... The above is a box product that is far from replaceable.
TV box
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 users, just like smartphones are popularized, there is no need for a combination of "feature phones plus Mp4". Users who use 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.
TV box
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. .
In the face of such a fragile TV box, in fact, all major brands have their own coups. In the early days, the box can be a leading product in the market. For example, UTStarcom, LeTV, and Xiaomi quickly enter the market with boxes and form a brand concept. However, in the later period, the profit value of the smart TV terminal and competition exclusivity are much higher than the box. The box will inevitably become a post-transition abandonment.
Is the legendary era of television box destruction? How to break the bottleneck? What will be the role of the living room in the future? In fact, change and change, depending on the user!