Cloud television paradox: Concern over 90% of stores are cold

Before the Mid-Autumn National Day, Haier, Hisense, Skyworth, TCL and other major domestic brands took to the cloud TV. After more than two months, the reporter recently visited major home appliances stores in Guangzhou and found that most domestic brands displayed their own cloud TVs in the most prominent locations of their counters, with an average price of more than 7,000 yuan (46 inches/47 inches as an example. ) But its sales are not satisfactory. A manager of a home appliance store in Tianhe, Guangzhou, revealed that “the pricing of cloud TV is not within the mainstream price range of consumers. The focus of the store is still on 3D TV.”

The most prominent position, the most bland sales

The major domestic color TVs are competing to play "cloud TV" card.

TCL Cloud TV is known as Super Smart Cloud TV. Its high-end model is the only TV on the market that has both Android+ and Windows operating systems. As early as March of this year, TCL launched the global A ndroid+ software development contest, which brought application software for TCL Super Smart Cloud TV.

Skyworth launched a series of 13 Cool Cloud TVs in five series. Earlier, Skyworth has created a cool open network service that provides content services including video programs and personal space.

Haier’s push of 3D cloud TV claims to be the first in China to adopt an ultra-narrow frame design with a screen frame of only 9 mm. Store sales staff said that its high-end model is the only TV on the market that can play full-screen Hollywood 3D blockbusters.

Reporters visited the major home appliance stores in Guangzhou found that, in addition to the most prominent position of individual domestic brand area is occupied by general smart TV, the vast majority of home-grown brand areas are showing cloud TV. In cloud TV prototypes displayed in stores, the price is basically more than 7,000 yuan (in 46 inches / 47 inches as an example).

But perhaps there is little interest. Under the reporter’s specific inquiry, TV guides introduced cloud TV. Basically, they mentioned browsing webpages, watching videos online, downloading and installing social interaction software, but for other more advanced functions. , Purchasing guides all said "need to use after the upgrade." A brand shopping guide more bluntly: "Cloud TV and smart TV is not the same, the difference is that there is no built-in W iFi and multi-screen interactive function only."

“At least at present, it seems that there is not much market reaction in the cloud TV market,” said the store manager of an electrical chain store in Guangzhou Tianhe. The store manager revealed that the store has not tracked cloud TV sales data, but according to the single store Monthly statistics show that most of the price of cloud TV is not in the price of mainstream TVs selected by consumers. It is understood that the current focus of the store is still focused on the sale of 3D smart TV - Samsung TV, for example, only one of the 3D TVs accounted for about 30% of Samsung's annual sales; and 3D TV sales accounted for the total 40% of all TV sales in the store.

Is it too early or for a rainy day?

However, the information from manufacturers shows that the performance of cloud TV during the National Day is not too bad————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————— 5%; Liao Liming, deputy general manager of Marketing and Marketing Department of Konka Multimedia Division, said that sales of Konka Smart Cloud TV products during the National Day have already accounted for more than 30% of total sales, and the market response has exceeded expectations.

Comparing with the launch of cloud TV by domestic color TVs, Samsung, Sony, Toshiba and other joint venture brands still do not see "cloud" - Samsung has been pushing smart TV since SmartTV was listed in April this year; LG is making all-round development. In the field of 3D TV, even smart TVs are only used as an aid.

"Cloud TV is indeed a development trend, but it is still too early to promote it to consumers." Kim Young-sum, president of Samsung Electronics China, said in an interview with Nandu.

For the future of “cloud TV,” Liu Buchen, a veteran of the home appliance industry, believes that the “cloud TV” that appears to be booming on the domestic market is actually more conceptual than reality. Li Cong also likes to admit that subject to issues such as speed, content, etc., as well as insufficient development of cloud TV functionality, the actual significance it brings to consumers is still relatively small, all constraining the development and promotion of cloud TV.

Luo Qingqi, a director of Pall Consulting, pointed out that many domestic brands dominate cloud TV, and it is in the rainy days. “The electronics industry is changing rapidly. If the market environment is really changed one day, TV companies may turn around again. I am afraid it will be too late.” According to a report by the 20 authoritative organizations and media, such as Yikang, “The Consumer Survey of Life in the Cloud Age” "The survey data show that consumers have more than 90% of the collective attention of domestic brands cloud TV, of which TCL took first place with a 37% share.