The industry said there is a marginal crisis in the era of color TV industry intelligence

When the concept of smart TV swept through the Chinese color TV market, there was a paradox in the industry that China's color TV industry would surpass its Japanese and South Korean counterparts. It was a hot topic that whether the intelligent era could reverse the relatively weak industrial status of China's color TV industry.

Enhancing the operation capability of the content platform is the key for domestic manufacturers to master the leading power of the smart TV industry.

For China's color TV companies, with the mass production of high-end panel production lines in the country, the panel will be subject to change or change. At this time, the rise of smart TVs will bring most of the mere hardware manufacturing companies back to the same starting line. In the new industry value distribution system, China's color TV companies are no doubt once again caught in the industry's predicament of relative lack of key resources.

In this sense, China's color TV industry must grasp the strategic opportunities brought about by the cloud era and must jump out of its current development mode and build a new strategic framework that is suitable for the sustainable development of the cloud era. Otherwise, it will once again fall into an embarrassing industrial situation.

The biggest change brought by the cloud era to the color TV industry is not merely the change in the size of TV screens, but the increase in computing power and the richness of cloud content based on different "clouds". The television at this time is no longer a single hardware terminal for receiving programs, but has evolved into a relatively intelligent information processing terminal. Therefore, software, operating system, and Other application tools are quickly integrated into the television terminal.

Objectively speaking, this brings two major changes to the color TV industry: First, the TV industry value chain has been remodeled. Unlike hardware manufacturing companies that were almost identical in the entire industry chain, industry participants in the era of smart TV included operating system suppliers, software developers, and content operators. The value distribution system of the entire industry also changed. Second, the color TV industry chain has been rapidly flattened. Previously, only hardware manufacturing companies with sufficient capacity could participate in the division of color TV industry, and this phenomenon has been subverted.

With IT giants such as Google and Apple cutting into the color TV industry, the Japanese and South Korean companies have been completely subverted by the fact that panel resources dominate the development of global industries. Prior to this, it was hoped that the plan to control global industrial development through hardware relative monopoly would not be able to take place. This is a huge opportunity for China's color TV industry, which has been in a weak position in the tablet era.

Judging from the current market situation, the so-called smart TVs launched by China's color TV companies have only remained at the conceptual stage, and they have more often acted as an industry integrator, aiming to use the new concepts to stimulate the market. However, according to the controlling power of industrial chains of different industrial roles, the current domestic enterprises that are only in the process of manufacturing and manufacturing are obviously lacking sufficient industrial discourse rights. If they continue to develop, the entire industry will fall into the embarrassing situation that people are subject to. Under the current industrial environment, breakthroughs in software, operating system development, and program content management are important paths for China's color TV industry to seek future global competitiveness.

In the future, the role of the global industry will inevitably diverge into the three major roles of software (including operating system) suppliers, content operators, and hardware processing manufacturers. The industrial control of software and content providers is obviously better than pure hardware manufacturers. Therefore, China's color TV companies must make breakthroughs in these two dimensions. On the one hand, they concentrate industrial forces to break through the relatively monopolistic pattern of foreign investment in operating systems and software, form “soft power” with independent intellectual property rights, and strengthen content operation capabilities on the other hand. Promote the transformation of companies from pure hardware manufacturers to integrated content and service providers.

For color TV manufacturers, the profit of manufacturing and selling hardware will be lower and lower, and the future direction will be operational content. Through controlling the content to influence and control the format standard of the content, the technical standard of the hardware is determined through the content format standard, and finally the software and the hardware are cooperatively bundled to realize the maximization of the market interest. This is the logic of the industrial development of the foreign color TV enterprises. For domestic enterprises, to master the leading power of the development of the smart TV industry, it is necessary to build a complete program content supply platform, and to truly grasp the market opportunities it brings by enhancing the operation capabilities of the content platform.

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