Appliance companies: offices are rented

Appliance companies: offices are rented Before, LeTV "Biography" to launch 4K music as TV, and then four months of silence. Soon, Skyworth officially released its 4K Internet TV. This matter first explained the difference between Internet companies (for the moment LeTV as an Internet company) and traditional enterprises: One said first and then done, the companies in preparation could also be said to be quasi-listed companies; one said first, there was no real situation. The product, do not say anything first.

LeTV's story sounded good, but also earned eyeballs, but also pushed up the stock; millet TV is to make home appliance companies indiscriminate - to be subverted! - This is the interpretation of the media, home appliance companies think? In fact, only three words - a sense of crisis - only.

Indeed, judging from market data, Internet companies are far from being able to “subvert” the television industry. In 2012, domestic TV shipments reached 57 million units, of which 42 million flat-panel TV shipments. As the only Internet company that has independently set foot in the TV industry, based on publicly available data, LeTV and Xiaomi’s total sales in 2013 have been combined. The most optimistic estimate is no more than 200,000 units, 210:1. This is obviously a subtle difference from the subscale level. far. The Internet likes to say “geometric” or “burst” growth. Perhaps this kind of outbreak will occur in recent years. Then it will smash household appliance companies. On paper, it is easy to do so, and the chance of doing so will not exceed the return of Taiwan next year.

TV is a heavy asset industry. Production, after-sales, and transportation do not require manpower and equipment to be stacked. For Internet companies, these are barriers that cannot be bypassed. The Internet takes too much of the concept. Idea is capital. But TV is not the most complex home appliance, but it is the screen that needs the most comprehensive strength. For a series of conditions such as design, production and after-sales, Internet companies can solve problems through OEM and cooperation. However, the path to achieve does not mean that it is the best solution. Others are not as reliable as their own homes. Why do e-commerce companies do logistics? Why does SF Express have to do e-commerce? Only the link where heavy assets can be optimally implemented is exactly what Internet companies cannot do in a short time, and values ​​and ideas hinder them from doing so.

LeTV’s 4K TV said early, but it didn’t move for five months; Xiaomi released TV and had to make an appointment to sell hundreds of more hundreds of units first; Skyworth silently announced 4K TVs suddenly; TCL iQiyi released the Internet. The television was open for purchase that night... With different styles, production capacity and supporting services are also a major cause.

Another link that Internet companies can hardly reach is sales channels. Although most TVs are cheaper than mobile phones, consumers are far more cautious when buying large home appliances than digital products, and they are different from express delivery and far more than e-commerce users. The general consumer population has made offline channels of traditional home appliance companies a killer against Internet companies. In 2013, the number of Skyworth stores in the country reached 4,000. This does not include Gome, Suning, Dazhong appliance stores and supermarket chains such as Wal-Mart and Carrefour. In contrast, the cooperation between LeTV and Gome's underwriting of 100,000 units is the only attempt of Internet companies to go offline online, and under this model, the expensive channel fee oppresses LeTV’s strategy of seizing the market by relying on near-cost prices. Profitable space.

According to public information, employees of traditional household appliance manufacturers such as Skyworth and TCL have more than 30,000 employees. They have local-level factories and buildings in the Internet circle, and even industries such as real estate and hotels. In addition to BAT, there are several companies in the Internet circle. Has its own office building? The venue basically depends on the rent, the channel basically depends on the purchase, the production basically depends on the borrow, after the sale basically deceives, in the 50 inch screen 2999 yuan, the television also has the additional value which needs to pay attention.

The only shortcomings of television companies in the Internet are technology, and the only flaw is in content. But these two points are not hard assets that require huge amounts of investment and time to make up for it. Technology depends on talent and content can be obtained through cooperation and purchase. It is necessary to come up with the cooperation model of TCL, iQiyi, and hardware+technical content, which makes up for the shortcomings of home appliances and Internet companies. The only problem is that deep cooperation requires a large amount of coordination and communication costs. It is also probably an important reason why its 4K TV is later than Skyworth.

The Internet has become a hot topic in the media, especially when the Internet is well-developed. The path taken by home appliance companies is to be a hundred times more dangerous. The 30-year history of competition has forced Skyworth TCL to have a sense of crisis like the Japanese. It is actually in front of the general trend that they are already in action: Skyworth Cool TV is open in Tmall. The sales volume of Eleven reached nearly 60,000 units; TCL iQiyi TV released sales of 100,000 units in four months, and there are indications that more and more TV companies have the tendency to make flat-panel TVs online.

The fact that home appliance manufacturers do Internet TV is not much later than that of Internet companies. Household appliances companies that are not accustomed to Internet thinking and marketing are dissatisfied with the public opinion battle, winning the market and losing their reputation. In the Internet circle, they are as vulnerable as the devils in Hengdian’s TV series, but in reality, this is not the case.



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