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High-end color TV significantly Philips's "Great Leap Forward" in the first quarter
In the first quarter of 2016, the high-end trend of color TVs was obvious, with UHD TV penetration reaching 42%, a 19% increase, ultra-thin TV penetration reaching 2.6%, and the share of hot HDR TVs also started to increase this year, with a penetration rate of 0.5. %, the panel size also began to rise, 55-inch again became the main battlefield, the share reached 20.6%, an increase of 9.7%.
The high-end trend in color TV industry is obvious. Many companies have begun to take their own transformation and achieved certain results. For example, the Dutch brand Philips has achieved a 125% growth from 800,000 to 1.8 million TV sales from 2014 to 2015. . In 2016, Philips TV continued its rapid growth. In the first quarter, sales exceeded 700,000 units, which is equivalent to 14 years of annual sales. It is reported that in the first quarter of this year, Philips has entered the top ten in the sales ranking of color TV brands.
In the era of "Internet +" strategy, Philips TV kept pace with the times and successively placed a lot of brand resources on online platforms such as Tmall and Jingdong, and achieved great results. Consumers can more easily and quickly understand the features of their products on the Internet and make comparisons and selections, effectively increasing their purchasing efficiency. At the same time, Philips TV has also enhanced its online interaction and service mechanism with users through the public Internet platform and other mobile Internet platforms, and has obtained a good market. repercussions. It is understood that the growth rate of Internet-related sales in the past two years has reached 150%.
At the same time, Feili TV also made frequent moves in its offline sales, which has effectively promoted the continuous growth of brand sales. From time to time under the series of brand promotional activities held online and offline, Philips stores across the country use a combination of explosion models and online interactive value-added services. Consumers are not only more intuitive when selecting products, but also enjoy more intimate services, which promote strong promotion of brand satisfaction.
The Road to Innovation Consolidates the Industrial Streamer
Innovation has always been a constant source of driving force for the development of the manufacturing industry, including the color TV industry. In the past two years, a variety of emerging technologies have emerged, giving this industry fresh blood and stimulating the rapid development of the entire industry.
Ambilight technology, the exclusive patent technology of Philips for ten years, was launched as early as 2004. For many years, we have continuously improved according to the opinions and experiences of our customers, and our technology has become more sophisticated. The function of Ambilight TV is also expanding. At present, it also realizes the functions of Ambilight and Streamer.
As Philips' lineup of TV products, among the most well-known consumers in the consumer group, Ambilight TV has already had a history of more than ten years. The magical function of its brilliance has also been recognized by users, and even many consumers still use Ambilight TV as their first choice when they purchase TVs for the second time.
The Ambilight TV achieves real-time monitoring of the picture. LED lamp areas are attached to both sides of the back of the body. As the color of the screen changes, the color and intensity of the LED light will also change, and the TV screen will be able to reflect each other. "Spilling" out of the screen, extending beyond the screen, broadens people's horizons. The film's screen is connected with reality, creating a special 3D stereoscopic look and feel, and achieving an excellent viewing experience.
Streamer is the latest technology developed by Philips after Ambilight, and its biggest feature is that it has nine tiny pico projectors behind it that can project the TV's picture accurately onto the wall behind the TV and use Philips. The patented smart screen overlay algorithm integrates with the TV screen to form a complete picture. This precise technology balances superior dynamics, color, and contrast with 4K HD quality to create a unique, large-screen effect.
Recently, Philips will launch the first streamer TV 65PUS8901, which is a high-end TV model. Although it has not reached the flagship level in terms of specifications, it has sufficient qualifications to be ranked top, and its capital is Ambilux technology. The current 65PUS8901 is the only TV equipped with Ambilux. Its 65-inch size shows Philips' high positioning.
Not only does it look pleasing to the eye, there is also a user-friendly setting for Philips Streamer TV - to express mood through preset modes. If you want to calm down, switch to relax mode; if you plan to fully experience the thrill of the game, there are also special preset modes; you can even enjoy the music in different ways to make the family party more vivid. Whether playing a music via USB or watching a music program, Streamer can accurately track and feedback the dynamics of music.
The technologies such as Ambilight and Point by Point Crystal are still in the minds of consumers. Philips TV also put forward the concept of "Technology Leading 4K+", from "4K+ Fashion", "4K+ Technology", "4K+ Health", "4K+ Service" and " "4K+ content" and other levels of comprehensive interpretation, through the combination of 4K technology and more resources.
Cross-border marriage with Philips Tencent teamed up
In recent years, the use of color TV's stickiness has gradually taken shape. In March 2016, TV's average daily operating rate reached 56%, and an average of more than half of users started the computer every day. Not only that, but each user’s daily use time reached 4.4 hours, occupies life. More than 60% of entertainment time, the average number of online days per household reached 15 days, in other words, basically half of the 30 days of the month are online.
The rapid development of “Internet+†promotes the development of smart TVs. As the entrance to the living room Internet, smart TVs control the distribution of large-screen traffic, and a large number of family members’ entertainment interactions and other activities are launched on smart TVs. Smart TVs have accumulated a great deal. Can operate users, there is potential for data mining.
Smart TVs enable users to return to the living room. According to data from Ovid Cloud Network, the current penetration rate of smart TVs reaches 77%, and the activation rate reaches 85%. Users with smart TVs as the main viewing devices grow from 52% before buying to At 87% after purchase, the duration of smart behaviors has exceeded traditional behaviors, reaching more than 50%, and the scale is considerable.
The smart TV ecosystem includes video, games, e-commerce, and other content. As the ecology matures, the smart TV ecosystem has also been “appreciatingâ€. In 2014, the value of smart TV was only 3.8 billion yuan, and by 2015 it had reached 98. Billion yuan, according to industry estimates, smart TVs will have a value of 20.4 billion yuan in 2016, and even reach 38 billion yuan by 2017, which has great potential.
Ecology has become a contestable position for every TV manufacturer. On April 28th, Philips TV “marriage†Tencent Penguin, the top domestic content operator, announced the future strategic development direction and integrated superior resources to Philips High. The combination of quality hardware innovation, production and sales capabilities and Penguin TV's powerful content and operational capabilities has led to the launch of a product line that meets the Internet+ trend.
It is reported that Penguin TV, as the brand representing Tencent's Internet TV business, relies on the massive copyright resources of Tencent Video, covering 100% of domestic cinema lines and Hollywood blockbusters from international film companies such as Warner, Paramount, and Disney. There are many types of rich resources such as top-level IP dramas, hit American dramas, animations, variety shows, documentaries and so on.
In the future, Philips will collaborate on Tencent Penguin TV's content at the product end to promote the 4K+ full range of products, including 4K+ ultra-thin, 4K+HDR, 4K+ large, 4K+ home theater, 4K+ comfort blue, 4K+ Ambilight and more. Features. Specific cooperation methods are provided by iCNTV broadcast control and penguin TV content, combining Philips' hardware and sales capabilities with Penguin TV's content and operating capabilities, and launching corresponding products.
The Philips TV and Tencent Penguin TV hardware and software reached a joint, Philips TV said that in the future in addition to content-level cooperation, but also can expand with Tencent's games, membership and other aspects of cooperation.
The combination of Philips TV and Tencent Penguin TV hardware and software has brought the “product + content†to a new height. This not only shows the open Internet attitude of Philips TV, but also opens up a new era of cross-border cooperation between the TV industry and the Internet industry. Philips TV will rely on the powerful video content of Tencent Penguin TV to bring more innovative content to users in the intelligent product field. Through the integration of resources and content, it designs an interactive experience that meets the characteristics of television terminals, providing consumers with a full range of smart audio and video Entertainment services.
According to Duan Wenli, director of Philips TV market, Philips TV and Tencent Penguin TV are working together. There are several content vendors in addition to Tencent and Internet + layout. This is our first choice. The trend is this we have to do. Philips is a 100-year brand that needs to revitalize to meet our operating model. We are not the Internet company of the Internet.
According to the Ove Cloud Network omni-channel push total data show that based on real estate demand release, major brands of high-profile frequent production, the first quarter of 2016 domestic color TV sales reached 12.44 million units, an increase of 3 percentage points, but also accompanied The continuous decline in panel prices and the promotion of e-commerce have caused sales to reach 38.2 billion yuan, but it has dropped by 4.9% over the same period.