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電視業2019年小米崛起華為入局,樂視匿跡暴風休克,傳統廠商再謀
2020-01-11 18:45   来源:  www.oceanofgameso.com   评论:0 点击:

電視業2019年小米崛起華為入局,樂視匿跡暴風休克,傳統廠商再謀多元化两年前,暴风集团CEO冯鑫提出“AllFo

两年前,暴风集团CEO冯鑫提出“AllForTV”的战略口号,并立下目标称,“希望2020年暴风这个品牌将以互联网电视和家庭互联网的名义立足于世”。

Two years ago, Feng Xin, CEO of Storm Group, put forward the strategic slogan \"All ForTV,\" and set a goal to say,\" Hopefully the brand of Storm in 2020 will be established in the name of Internet TV and home Internet.\"

这一目标随着2019年暴风集团发生危机提前破灭。2019年里,暴风TV彻底出局,Letv几度更名,小米电视依靠性价比和规模优势迅速崛起,突破1000万销量,甚至与传统彩电巨头“一争高下”,而互联网阵营中的其他品牌则逐渐远离了竞争主场。

That goal has been dashed ahead of the 2019 storm group crisis. In 2019, Storm TV went completely out, Letv changed its name several times, Xiaomi TV rose rapidly on the basis of cost-effective and scale advantages, exceeded 10 million sales, and even \"competed with the traditional color TV giant \", while other brands in the Internet camp gradually moved away from the competitive home.

反观老牌电视厂商们,则把竞争重心重新放回到了具有先天优势的硬件技术上,并寄希望于通过多元化转型寻求新的上行空间。

On the other hand, the old TV manufacturers have put the competition back into the hardware technology with the innate advantages, and hope to seek new uplink space through the diversification transformation.

2019年,TCL完成资产重组,剥离掉智能终端业务,将发展重点投至半导体显示及材料业务。康佳的彩电业务也跌破新低,营收贡献已不足两成。海信电视则为了寻求新增长,踏入自己并不擅长的OLED领域。

TCL completed its asset restructuring in 2019, divesting its smart terminal business and focusing on semiconductor display and materials. Kang Jia's color TV business also fell below the new low, revenue contribution has been less than 20%. Hisense TV, in search of new growth, has stepped into the OLED field that it is not good at.

新老电视厂商逐鹿的同时,华为、一加等手机企业也在2019年入局试水。7月份,荣耀总裁赵明在新品沟通会上如此描述荣耀智慧屏:“智慧屏不是电视,是电视的未来。”

While old and new tv companies are racing, mobile phone companies such as Huawei and yi-plus are testing the game in 2019. In july, glory president zhao ming described glory's smart screen as \"the future of tv, not tv.\"

8月份,华为消费者业务CEO余承东表示,将全面支持荣耀加速度,超越并甩开对手,抛出了两个关键数字——“中国前二,全球前四”。

In august,Huawei's consumer business ceo, yu chengdong, said he would fully support the glory acceleration, surpass and shake off its rivals, throwing out two key numbers -\" china's top two, the world's top four \".

带着一股霸气和信心而来的华为电视,在试水小半年后,并未给电视行业带来颠覆和水花,最终以一份30万出货量的成绩单低调收尾。除去面市时间较短外,型号单一、价格较高、缺乏技术亮点等都是影响华为走量的因素。

With a bullish and confident Huawei tv, after half a year of water testing, did not bring subversion and water to the tv industry, and ended up with a record sheet of 300,000 shipments. In addition to the short market time, a single model, high prices, lack of technical highlights are factors affecting the volume of Huawei.

乐视电视“内容付费 硬件免费”的模式一经面市,便引领电视行业发起变革,将行业竞争的焦点从硬件和性能,转移至生态竞争。

Letv TV \"Content Pay The free-for-hardware model has led the tv industry to change, shifting the focus of competition from hardware and performance to ecological competition.

彼时,一众互联网公司开始效仿乐视超级电视的生态模式和商业理念,相继推出自家互联网电视产品。小米在2013年推出第一代智能电视产品,看尚电视、暴风TV、微鲸电视则在2015年相继诞生,从此拉开了互联网电视时代的序幕。

At that time, a number of Internet companies began to follow the Letv super TV ecological model and business philosophy, have launched their own Internet TV products. Xiaomi launched its first generation of smart tv products in 2013, while watching tv, storm tv and micro whale tv were born in 2015, opening the internet tv era.

2019年5月,正式由乐视更名为乐融。7个月后,由于品牌影响力问题,乐视致新将乐融超级电视重新命名为“乐视超级电视”,并标注为“融创文化旗下品牌”。

May 2019, officially renamed by Letv as Le Rong. Seven months later, due to brand influence issues, letv to new le rong super tv will be renamed \"letv super tv \", and labeled as\" chuang culture under the brand.\"

数据显示,2014年至2016年,乐视电视的销量分别为150万台、300万台和600万台,累计超过1000万台。在鼎盛时期的2016年9月,国内市场每卖出5台电视,就有1台是乐视超级电视,稳居国内互联网电视品牌榜首。

From 2014 to 2016, Letv TVs sold 1.5 million units,3 million units and 6 million units, with cumulative sales of more than 10 million units, according to the data. In the heyday of September 2016, for every five TVs sold in the domestic market, one was Letv Super TV, steadily topping the domestic Internet TV brand.

这种盛况从乐视网资金危机爆发开始转变,乐视电视的销量开始大幅下滑。据统计,乐视超级电视2017年全年线上累计销量仅41万台,2017年前三季度乐视超级电视的销量仅为2016年同期的1/3。

This turned from the start of Letv's financial crisis, and sales of Letv's television began to fall sharply. According to statistics, Letv SuperTV's cumulative online sales for the full year of 2017 were only 410,000 units, and the sales of Letv SuperTV in the first three quarters of 2017 were only one third of the same period in 2016.

乐视电视的衰落给了后入局者们机会。成立于2013年的小米电视,在上市头三年发布了十款电视,并通过资源合作丰富自身产品线,亲民的定价让其成为电视圈的“价格屠夫”。

The decline of Letv's television has given back-enders a chance. Founded in 2013, xiaomi tv released 10 tvs in the first three years of the market, and through resource cooperation to enrich its own product line, pro-people pricing makes it the \"price butcher\" of the tv circle.

依靠高性价比和供应链优势的积累,小米电视在2018年实现了840万台的出货量。而此时的乐视电视已今非昔比,更名为乐融电视后,将销量目标下调至100万台-200万台。

Relying on the accumulation of high value for money and supply chain advantages, Xiaomi TV achieved 8.4 million shipments in 2018. At the same time, Letv TV is no longer the same, after the name of Le Rong TV, the sales target will be reduced to 1 million to 2 million.

同样在2019年遭受动荡的还有暴风TV。诞生于“互联网电视元年”的暴风TV,因商业模式的类似,被外界喻为“小乐视”。

Also suffering in 2019 is Storm TV. Born in the first year of internet television, storm tv has been described as \"little letv\" because of its business model.

但不同于乐视曾经备受资本追捧。暴风TV自诞生起便举步维艰,自2016年起便连年亏损,其运营主体暴风智能2016至2018年累亏近19亿元,终于在2019年7月被上市系统剥离出表,同时停止生产、关闭销售渠道。

But unlike Letv, which was once sought after by capital. Storm TV has struggled since its birth, has been losing money year after year since 2016, and its main operator Storm Intelligence lost nearly $1.9 billion from 2016 to 2018, finally being stripped of its watch by the listed system in July 2019, while stopping production and closing sales channels.

如今,已被采取强制措施的暴风创始人冯鑫仍身陷囹圄,暴风集团迎来史上至暗时刻,暴风TV则陷入“拖欠员工工资”的负面舆论中。去年12月还传出了“风行网已收购暴风TV”的传闻,对此风行网做出否认。

Today, Feng Xin, the storm's founder who has been forced to do so, is in prison, with Storm Group having its darkest hour in history and Storm TV falling into the negative public opinion of \"defaulting on employee wages \". Last december, rumors spread that popular networks had acquired storm tv were denied.

2019年已经过去,除了小米电视依靠性价比和规模优势迅速打开市场并站稳脚跟,上述互联网电视阵营的企业渐渐没了声量,逐渐远离竞争主战场。

2019 has passed, in addition to xiaomi tv rely on cost-effective and scale advantages to quickly open the market and stand firm, the above-mentioned internet tv camp of enterprises gradually lost voice, gradually away from the main battlefield competition.

成立于2015年的微鲸电视,在2016年“双十一”中崭露头角,全年出货量达80万台。然而到了2017年,这一数据几近腰斩。即使微鲸在2017年调整战略,放弃了此前的烧钱模式,仍未摆脱资金亏损的风险,销量也不尽如人意。

Founded in 2015, the Micro Whale TV, which rose to prominence in \"Double Eleven\" in 2016, shipped 800,000 units a year. However, by 2017, the data was nearly halved. Even if the whale adjusts its strategy in 2017, abandoning its previous model of burning money, it is still not free from the risk of losing money, and sales are not satisfactory.

微鲸电视的母公司微鲸科技自2018年以来接连被爆“拖欠款项”,深陷债务危机。自2018年3月微鲸科技CEO突然换人后,公司进入沉寂期。

Micro Whale TV's parent company, Micro Whale Technology, has been rocked by a series of \"arrears\" since 2018, mired in a debt crisis. The company has entered a lull since March 2018, when the CEO of Micro Whale Technology suddenly changed.

在互联网电视的寒潮下,拥有国资背景的看尚电视也未能幸免。自2018年以来,看尚电视相继被爆“大幅裁员、拖欠供应商货款”等负面,面临资金链断裂的危机。看尚电视相关负责人在接受媒体采访时曾说,“乐视带了一个不好的头,很多投资商对互联网电视的信心打折”。

In the cold tide of Internet television, the state-owned background of watching TV has not been spared. Since 2018, watching TV has been exploded \"large layoffs, arrears of supplier payment\" and other negative, facing the crisis of broken capital chain. In an interview with the media, the head of TV-watchers said,\" Letv has a bad head, and many investors have discounted their confidence in Internet television.\"

为了狙击互联网电视品牌,老牌电视厂商们曾在2015年前后推出自己的互联网子品牌,如康佳旗下的KKTV,创维旗下的酷开电视,以及海信VIDAA人工智能电视等。

To snipe at internet tv brands, established tv manufacturers have launched their own internet sub-brands after 2015, such as kktv, hongjia's cool open tv, and hisense vidaa's artificial intelligence tv.

然而,随着大部分互联网电视企业黯然退场,除了小米仍在坚守,老牌电视厂商将重点重新移至主流电视硬件产品,试图通过技术升级走高端化路线,从而为自己争取更多的上行空间。

However, with most internet tv companies out of the game, with xiaomi still sticking to it, established tv companies have shifted their focus to mainstream tv hardware products, trying to get more upside for themselves by upgrading their technology.

据奥维云网数据显示,2019年Q3中国彩电市场零售量1034万台,同比下降%;零售额277亿元,同比减少%,连续四个季度增速下滑。

Retail sales in the Q3 China color TV market in 2019 were 10.34 million units, down% from a year earlier, and retail sales were 27.7 billion yuan, down% from a year-on-year, down for four consecutive quarters, according to Oveyun.

如今,业务多元化已成为康佳的重中之重,传统彩电业务的营收占比逐年缩小。2019年上半年,康佳的彩电业务营收下滑%,占总营收的比例进一步降至%。

Nowadays, business diversification has become the top priority of Kang Jia, and the revenue ratio of traditional color TV business is shrinking year by year. In the first half of 2019, Kangjia's color TV business took a slide of%, further reducing its share of total revenue to%.

TCL集团在2019年也启动了业务转型。去年4月,TCL集团完成重组剥离智能终端及相关配套业务,由相关多元化经营转为聚焦半导体显示及材料产业,并以产业牵引,发展产业金融和投资业务。

TCL Group also launched a business transformation in 2019. In April last year, TCL completed a restructuring to spin off its smart terminals and related businesses, moving from diversified operations to focusing on the semiconductor display and materials industry and developing industry finance and investment.

截至目前,TCL并未公布2019年国内市场的销量情况。据TCL半年报数据,2019年上半年TCL全球电视机整体销量达1553万台,同比增长%;在国内市场,TCL的电视销售额占比排名从第三滑落至第四,出货量则维持在第四。

So far, TCL has not reported sales in its domestic market for 2019. TCL's global TV sales totaled 15.53 million units in the first half of 2019, a year-on-year increase of%, while TCL's TV sales in the domestic market slipped from third to fourth, while shipments remained fourth, according to TCL's semi-annual report.

与小米、创维争夺“国内销量第一”的还有老牌电视企业海信。1月6日,海信集团副总裁林澜在CES2020前夕的主题演讲中指出,2019年海信全球电视销量超过2000万台,在中国市场继续保持第一。预计未来海信旗下电视全球出货量4000万台,进入全球前两名。

With Xiaomi, Skyworth for \"domestic sales of the first\" and the establishment of television companies Hisense. On January 6, Lin Lan, vice president of Hisense Group, pointed out in a keynote speech on the eve of CES 2020 that Hisense's global TV sales in 2019 exceeded 20 million units and continued to remain first in the Chinese market. Future Hisense-owned televisions are expected to ship 40 million of the world's top two.

在过去的2019年,作为业内有名的“OLED反对派”,海信电视在3月发布了首款自主品牌的OLED电视产品海信A8,正式进军OLED领域。

In the past 2019, as the industry's famous \"OLED opposition,\" Hisense TV released its first self-branded OLED TV product Hisense A8 in March, formally moving into OLED.

据悉,海信曾于八年前提出“激光代表电视主流发展方向”,过去几年也一直将研发重点放在激光显示技术和ULED技术上。然而,面对近两年业绩下滑和国内家电行业整体低迷的态势,海信开始寻求新的获利突破口。

Hisense is said to have proposed eight years ago \"laser on behalf of the mainstream development direction of television,\" and has been focusing research and development on laser display technology and ULED technology in the past few years. However, in the face of the recent two years of declining performance and the overall downturn in the domestic appliance industry, Hisense began to seek a new profit breakthrough.

海信的这一动作引起了创维的注意。据悉在海信推出自己的首款OLED电视不久,创维便隔空喊话,以OLED联盟理事长的身份欢迎更多厂家加入OLED大家庭。

Hisense's action attracted the attention of Skyworth. Shortly after launching his first OLED TV at Hisense, Skyworth called out at intervals, welcoming more manufacturers to join the OLED family as chairman of the OLED Alliance.

在刚刚开幕的美国消费电子展(CES2020)上,OLED、8K大屏、MicroLED等成为会展上电视圈追逐的技术亮点。据悉,创维、康佳、TCL、海信、长虹等企业均出现在会展上,展品及亮点颇多,却未见小米电视、华为智慧屏的身影。

OLED,8K large screen, Micro LED and so on have become the technical highlights of TV circle chasing on the exhibition at the just opened US consumer electronics exhibition (CES 2020). It is reported that Skyworth, Kangjia, TCL, Hisense, Changhong and other enterprises have appeared in the exhibition, exhibits and bright spots quite many, but did not see Xiaomi TV,Huawei wisdom screen figure.

家电行业分析师梁振鹏对搜狐财经表示,OLED显示技术将成为未来电视行业的大势所趋,为彩电行业带来各种各样的物理形态和商业模式,华为有可能在2020年推出OLED电视产品。不过,从目前的现状来看,8K分辨率并没有实际使用价值,因为市面上缺少8K片源和视频网站。

The OLED display technology will be the trend of the TV industry in the future, bringing a variety of physical forms and business models to the TV industry, and the Huawei is likely to launch OLED TV products in 2020, said Liang Zhenpeng, an analyst for the home appliance industry, to Sohu Financial. However, from the current situation,8K resolution has no practical use value, because of the lack of 8K chip source and video website on the market.

曾经的“霸主”乐视一夜间崩塌,老牌电视厂商再互联网电视领域又作为有限,以手机起家、握有大量粉丝和强势渠道的小米成为了最大赢家。

Once the \"overlord\" letv collapsed overnight, the veteran tv manufacturers re-internet tv as a limited, mobile phone start-up, with a large number of fans and strong channels xiaomi became the biggest winner.

小米中国区销售运营总经理蒋聪在某社交平台公布,2019年小米电视在中国市场的出货量破1000万台,成为电视史上中国市场首个年出货量破1000万台的品牌,也是目前“千万俱乐部”的唯一成员。

Jiang cong, managing director of sales and operations for xiaomi china, announced on a social platform that in 2019 xiaomi tv sold 10 million units in the chinese market, becoming the first brand in tv history to ship 10 million units a year and the only member of the \"ten million clubs \".

对于小米自我宣传的第一,老牌电视厂商并不认可。今年1月5日下午CES2020的现场,创维电视董事长王志国宣布,创维电视2019年国内销量第一。

For Xiaomi self-promotion of the first, established television manufacturers do not recognize. At the scene of CES 2020 in the afternoon of January 5 this year, Skyworth TV chairman Wang Zhiguo announced that Skyworth TV's domestic sales in 2019 were the first.

会上,王志国公布了一份同样来自奥维云网的销售数据,数据显示,2019年1月-11月创维以万台的数据排名第一,小米销量仅万台,两者的市占率分别为%和%。

At the meeting, Mr. Wang released a sales data also from Mr. Oviyun, which showed that Skyworth ranked first with 10,000 units of data from January to November 2019, with only 10,000 units sold by Xiaomi, with a market share of% and% respectively.

对于上述统计数据出现差异的原因,搜狐财经向奥维云网求证,截至发稿未获回复。家电行业分析师梁振鹏对搜狐财经表示,统计机构对于网点覆盖的局限性、统计口径不一致等都可能造成统计结果的差异。

For the reasons for the discrepancy in the statistics, Sohu Finance and Economics verified to the network, as of the issue was not returned. Household appliance industry analyst liang zhenpeng told sohu finance, statistical agencies for network coverage limitations, statistical caliber is inconsistent and so on may cause statistical results difference.

虽然销售数据有所出入,小米电视近年来的崛起却有目共睹。在小米电视刚刚成立的2013年,还是传统老牌电视厂商的天下,当年TCL创下955万台的出货量纪录,成为国内电视市场出货量,此后几年无人超越。

Although the sales figures are different, the rise of Xiaomi TV in recent years is obvious to all. In 2013, when xiaomi tv was just founded, it was still the world of traditional tv manufacturers, when tcl set a record 9.55 million units of shipments, becoming domestic tv market shipments, no one has surpassed in the years since.

至2018年,小米电视出货量已在国内排名第三,同时在2018Q4和2019Q1两个季度实现了销量国内第一。2019Q3,小米电视的全球出货量超过310万台,同比增长%,在中国大陆排名第一,市占率达%,全球电视出货量前五名。

By 2018, Xiaomi TV shipments have ranked third in the country, while in 2018 Q4 and 2019 Q1 two quarters to achieve sales of domestic first. 2019 q3, xiaomi tv's global shipments exceeded 3.1 million units, a year-on-year increase of%, ranked first in mainland china, with a market share of% and the top five global tv shipments.

对于小米电视的崛起,家电行业分析师刘步尘对搜狐财经表示,小米的成功很大程度上得益于营销模式的成功,产品力放在行业大盘子里看缺乏优势与特色。

For the rise of xiaomi tv, home appliance industry analyst liu budun told sohu finance, xiaomi's success in large part thanks to the success of the marketing model, product strength in the industry market to see lack of advantages and characteristics.

同样以手机通讯业务起家的华为和一加,在过去的2019年也开始试水电视行业。2019年9月,华为发布华为智慧屏。同月底,一加在印度发布一加电视Q1系列,并称计划将于2020年在国内市场推出。

Huawei, which also started as a mobile communications business, has also begun testing the tv industry in the past 2019. In september 2019,Huawei released its Huawei smartscreen. At the end of the same month, A Canada released a series of TV Q1 in India and said it planned to launch in the domestic market by 2020.

过去的2019年,电视行业延续了量额齐跌的低迷状态。数据显示,彩电市场自2018年第四季度至2019年第三季度,已连续四个季度下滑。

Over the past 2019, the tv industry has continued its slump in volume. The color TV market has fallen for four consecutive quarters from the fourth quarter of 2018 to the third quarter of 2019, according to the data.

在去年4月份以来,市场上关于华为推出电视产品的传闻不断,甚至有业内人士称华为电视的推出,或许可为持续低迷的电视市场带来回暖动力。

Since last april, the market has been buzzing about Huawei's introduction of tv products, and even industry insiders have said that the launch of Huawei tv may bring a warming impetus to the ever-depressing tv market.

然而,数据显示,截至2019年底,华为电视的出货量在30万台左右,荣耀智慧屏的销量在国内市场未进前十。除去上市时间较短的原因外,型号单一、价格较高、缺少技术亮点等都成为影响华为走量的因素。

However, as of the end of 2019,Huawei tvs shipped around 300,000 units, and glory smartscreen sales were not in the top 10 in the domestic market, according to the data. In addition to the reasons for the short time to market, the single model, high prices, lack of technical highlights have become factors affecting the volume of Huawei.

搜狐财经查阅某电商平台发现,目前华为智慧屏仅推出了65英寸、75英寸两个型号,价格也比市面同尺寸品牌高出不少。不过,华为智慧屏与荣耀智慧屏的售价相较发售时的价格已有所下降,其中荣耀智慧屏已降价900元。(文/范迪)

Sohu financial consulting an e-commerce platform found that the current Huawei smart screen has only 65 inches,75 inches of two models, the price of the same size than the market brands. However, the price of the Huawei smart screen has fallen compared to the price of the glory smart screen, which has been reduced by $900. (Text\/Fandy)


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