Unprepared traditional home appliances will never return

In recent years, the Internet has affected different fields, such as home appliances, digital, and life. Today, home appliance companies are scrambling to run in the direction of the Internet's "typhoon." The Internet has swept the home appliance industry. Can the company taste the sweetness? In the Internet age, companies often do not know who will become their own competitors. This is a very big test for enterprises. The Internet has completely brought home appliances to a new area.

With the large-scale emergence of smart appliances, the pattern of the home appliance market has also undergone new changes. On the one hand, due to the improvement of the manufacturing process, the cost can be reduced to a reasonable block, and smart home appliances can be sold in large quantities to occupy the market; on the other hand, people are very curious as to how much new products can improve their lives. There is a feeling of early adopters. Under the impact of the intelligentization of home appliances initiated by Internet companies, the traditional household appliance industry is experiencing rare struggles and transformations. LeTV, Xiaomi TV, 360 air conditioners and a series of Internet appliances are rewriting this industry structure.

Letv and Xiaomi take the lead in smart TV territory

Not far behind, in 2013 LeTV, millet cross-border into the smart TV territory, the traditional home appliance industry has been opened up. If other companies do not actively embrace the Internet, traditional household appliance companies will be swept away by the era.

In April 2013, LeTV launched the Super TV. Less than half a year, Xiaomi also launched Xiaomi TV in September, and the market competition became fierce in the moment. LeTV 60-inch super-TV, the price is only half the price of similar products, curved surface TV is expensive and not smart, the overall result of this, more to promote LeTV TV sales all the way through. In 2014, shipments totaled 1.5 million units.

Looking at the Internet TV industry, LeTV has no competitors. Although LeTV has good cash flow, it has been losing money. Last year, it had a net loss of 386 million yuan. Hardware does not make money. Making money from content and services is LeTV’s business model. In 2014, Xiaomi TV sold nearly 300,000 units. How much is this? In contrast, LeTV sold about 1.5 million units in the same period, and millet's full five times.

Relying on music ecology, Super TV has a wealth of content and services, in addition to providing users with 100,000 episodes of television dramas, 5,000 popular movie and TV dramas, in addition to rich self-control, music, animation, fashion, documentary and other content. In the past two years, LeTV also successively purchased NBA, Premier League, F1 and other high-quality event broadcast resources, covering Europe's five major leagues, Super League, 2014 Brazil World Cup qualifiers, CBA, European Basketball Champions League, China Open, Australian Open, ATP, WTA, MLB, World Baseball Classic and other exciting events. In the aspect of CDN construction, the total bandwidth of LeTV Cloud Video Platform has reached 4.5T, and global coverage is achieved through 400 CDN nodes. This ensures content distribution and transmission, and can effectively present content to users. No matter whether it is a traditional manufacturer or an Internet manufacturer, these are all not fully owned by them and have a high threshold.

Traditional home appliance model to send Internet

It is not easy for color TV companies to live in the past few years. The sales volume of the entire industry has declined. Due to the involvement of Internet companies, the price of TVs has been lowered, and the profits of color TVs have also declined. The low profits in the home appliance industry make many home appliance companies unable to bear the loneliness. The appliance veterans represented by Haier, Changhong and TCL had to march into the field of smart home appliances one after another.

The intelligentization of traditional household appliance enterprises is actually opening Pandora's box because the appearance of a new ecological chain will inevitably break the brand pattern, competition rules, and business system formed under the traditional industrial chain environment, and will certainly attract a group of companies that are otherwise unrelated. Enter the original field. The most promising companies in the future are companies that understand both traditional industries and Internet thinking. Therefore, we must actively transform our traditional business.

In the Internet age, traditional home appliance companies have begun to have a more open mind. In addition to the price bombing of traditional home appliances, the promotion of traditional home appliances is not a significant improvement after all. After all, the traditional branding of traditional household appliances should fade away from the body and it is not so easy. For example, some of the more special industries are experiencing a full blow to e-commerce. For example, Zhongguancun, which was once very hot, is completely withdrawing from the sale of electronic products. Some well-known electronic malls need to be closed. This is the result of the combination of the Internet and traditional industries. This is just a simple combination of the Internet and traditional industries, but the traditional industry plus the Internet, its essence is the product of the Internet era, not the product of the smart Internet era, it is the first step in the retail-oriented electronic era. All users, want to buy a thing, still want to go to the store, just go from a physical store to go online shop. The basic structure of production-distribution, production-wholesale-retailing has not really changed, and there has been no qualitative change in the social costs of circulation and low efficiency.