在移動互聯網時代,電視逐漸被邊緣化,反(fan)映到數據方面,則(ze)是彩電市場的(de)“愁云慘淡(dan)”。奧(ao)維(wei)云網發布的(de)報(bao)告顯示,2017年我國彩電零售(shou)銷量同比下(xia)降6.6%,創2003年來(lai)最大(da)降幅(fu)。在日(ri)前舉行(xing)的(de)“2018彩電新生態聯盟大(da)會”上,內容化、智(zhi)能(neng)化、物(wu)聯化這“三化”,被認為是彩電行(xing)業突圍的(de)方向。
遭遇成(cheng)本(ben)上升和(he)手機(ji)沖(chong)擊
2016年(nian),因為(wei)(wei)(wei)受互聯網(wang)(wang)品牌拉(la)動,國內(nei)彩(cai)電(dian)(dian)(dian)市場(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)銷(xiao)售規模突破(po) 5000萬(wan)臺(tai),創下(xia)新高。不(bu)(bu)過好(hao)景不(bu)(bu)長(chang)(chang)(chang),到(dao)了(le)(le)2017年(nian),因為(wei)(wei)(wei)受到(dao)面(mian)板長(chang)(chang)(chang)時間、大幅度的(de)(de)(de)(de)(de)(de)(de)漲價(面(mian)板成(cheng)本占(zhan)整(zheng)機(ji)(ji)成(cheng)本65%以(yi)上),彩(cai)電(dian)(dian)(dian)行業(ye)(ye)遂(sui)進入“艱難的(de)(de)(de)(de)(de)(de)(de)一(yi)年(nian)”。業(ye)(ye)內(nei)人(ren)士(shi)認(ren)為(wei)(wei)(wei),需(xu)求疲軟是(shi)彩(cai)電(dian)(dian)(dian)行業(ye)(ye)長(chang)(chang)(chang)期存在(zai)的(de)(de)(de)(de)(de)(de)(de)消費危(wei)機(ji)(ji),是(shi)阻礙(ai)彩(cai)電(dian)(dian)(dian)市場(chang)(chang)增(zeng)長(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)主要壁壘。一(yi)方(fang)面(mian),因為(wei)(wei)(wei)嚴(yan)格(ge)調(diao)控使得(de)房地產市場(chang)(chang)降溫,直接影響了(le)(le)包括彩(cai)電(dian)(dian)(dian)在(zai)內(nei)的(de)(de)(de)(de)(de)(de)(de)大家(jia)電(dian)(dian)(dian)產品市場(chang)(chang)表現(xian)。另一(yi)方(fang)面(mian),因為(wei)(wei)(wei)智(zhi)能微(wei)投等(deng)替(ti)代品崛(jue)起,憑借其易用(yong)(yong)性、便攜性、大尺寸顯像、智(zhi)能化等(deng)優勢,成(cheng)為(wei)(wei)(wei)消費者的(de)(de)(de)(de)(de)(de)(de)新選(xuan)擇(ze),使得(de)用(yong)(yong)戶(hu)購買彩(cai)電(dian)(dian)(dian)的(de)(de)(de)(de)(de)(de)(de)欲望降低。奧維云網(wang)(wang)方(fang)面(mian)的(de)(de)(de)(de)(de)(de)(de)數據(ju)顯示,2017年(nian),智(zhi)能微(wei)投的(de)(de)(de)(de)(de)(de)(de)銷(xiao)量達(da)129萬(wan)臺(tai),同比增(zeng)長(chang)(chang)(chang)69%,同時O T T盒子(zi)的(de)(de)(de)(de)(de)(de)(de)銷(xiao)量仍(reng)高達(da)1047萬(wan)臺(tai)。當然,對彩(cai)電(dian)(dian)(dian)行業(ye)(ye)帶來最大沖擊的(de)(de)(de)(de)(de)(de)(de)仍(reng)是(shi)手機(ji)(ji)。數據(ju)顯示,用(yong)(yong)戶(hu)影音娛(yu)樂使用(yong)(yong)時間最長(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)設備是(shi)手機(ji)(ji),占(zhan)比達(da)46.3%,遠遠超過排在(zai)第(di)二(er)的(de)(de)(de)(de)(de)(de)(de)彩(cai)電(dian)(dian)(dian)(30.9%)。另有業(ye)(ye)界聲音認(ren)為(wei)(wei)(wei),彩(cai)電(dian)(dian)(dian)在(zai)用(yong)(yong)戶(hu)家(jia)庭(ting)中正(zheng)被邊緣化,其角色變化經(jing)歷了(le)(le)從經(jing)濟實力的(de)(de)(de)(de)(de)(de)(de)象(xiang)征(zheng),到(dao)家(jia)庭(ting)娛(yu)樂中心,再到(dao)客廳裝飾品,用(yong)(yong)戶(hu)和電(dian)(dian)(dian)視之間的(de)(de)(de)(de)(de)(de)(de)關系改變才是(shi)本質危(wei)機(ji)(ji),內(nei)容不(bu)(bu)夠(gou)(gou)好(hao)所(suo)以(yi)開機(ji)(ji)少、體驗不(bu)(bu)夠(gou)(gou)好(hao)所(suo)以(yi)看得(de)少、服務不(bu)(bu)夠(gou)(gou)好(hao)所(suo)以(yi)用(yong)(yong)得(de)少。
危機并存市場潛力依然(ran)很(hen)大
彩(cai)電(dian)(dian)(dian)(dian)行(xing)(xing)(xing)業(ye)(ye)(ye)要想重(zhong)新(xin)迎來(lai)(lai)輝煌,必須(xu)要通(tong)過(guo)進化(hua)(hua),使其匹(pi)配人(ren)(ren)們的(de)(de)(de)需求。在(zai)彩(cai)電(dian)(dian)(dian)(dian)業(ye)(ye)(ye)界人(ren)(ren)士看(kan)(kan)來(lai)(lai),內(nei)(nei)容(rong)(rong)(rong)化(hua)(hua)、智(zhi)(zhi)能(neng)化(hua)(hua)、物(wu)(wu)(wu)聯(lian)化(hua)(hua)是彩(cai)電(dian)(dian)(dian)(dian)行(xing)(xing)(xing)業(ye)(ye)(ye)轉型升(sheng)(sheng)級的(de)(de)(de)方(fang)向(xiang)。在(zai)慘淡的(de)(de)(de)2017年(nian)中,彩(cai)電(dian)(dian)(dian)(dian)行(xing)(xing)(xing)業(ye)(ye)(ye)也有閃光點,人(ren)(ren)們通(tong)過(guo)電(dian)(dian)(dian)(dian)視(shi)收看(kan)(kan)點播內(nei)(nei)容(rong)(rong)(rong)的(de)(de)(de)時長(3.95小時/臺)超過(guo)了(le)收看(kan)(kan)直播節(jie)目(mu)的(de)(de)(de)時長(3.6小時/ 臺)。很顯然(ran),內(nei)(nei)容(rong)(rong)(rong)對提(ti)升(sheng)(sheng)用戶(hu)對購(gou)買(mai)(mai)彩(cai)電(dian)(dian)(dian)(dian)的(de)(de)(de)欲(yu)望是至關重(zhong)要的(de)(de)(de)。專業(ye)(ye)(ye)人(ren)(ren)士認為,內(nei)(nei)容(rong)(rong)(rong)化(hua)(hua)是為解決硬件發展(zhan)趨勢逼(bi)近天花板的(de)(de)(de)現(xian)狀(zhuang),為用戶(hu)提(ti)供更(geng)(geng)(geng)細分化(hua)(hua)的(de)(de)(de)、更(geng)(geng)(geng)具有獨家(jia)(jia)競爭優(you)勢的(de)(de)(de)內(nei)(nei)容(rong)(rong)(rong)資(zi)源,掀起(qi)家(jia)(jia)庭大(da)屏(ping)娛(yu)樂新(xin)變革智(zhi)(zhi)能(neng)化(hua)(hua),則是讓(rang)電(dian)(dian)(dian)(dian)視(shi)向(xiang)更(geng)(geng)(geng)懂(dong)用戶(hu)、更(geng)(geng)(geng)懂(dong)生活的(de)(de)(de)方(fang)向(xiang)加速發展(zhan),除常見的(de)(de)(de)語音操(cao)作(zuo)外,增(zeng)加人(ren)(ren)臉、動作(zuo)等新(xin)識別方(fang)式,同時通(tong)過(guo)大(da)數據(ju)匹(pi)配,讓(rang)電(dian)(dian)(dian)(dian)視(shi)為消(xiao)費者提(ti)供精準內(nei)(nei)容(rong)(rong)(rong)推薦,并通(tong)過(guo)應用拓(tuo)展(zhan),賦予電(dian)(dian)(dian)(dian)視(shi)視(shi)頻通(tong)話、邊(bian)看(kan)(kan)邊(bian)買(mai)(mai)等新(xin)玩法。物(wu)(wu)(wu)聯(lian)化(hua)(hua),則是憑借(jie)彩(cai)電(dian)(dian)(dian)(dian)視(shi)覺大(da)屏(ping)的(de)(de)(de)優(you)勢,承(cheng)擔起(qi)物(wu)(wu)(wu)聯(lian)信(xin)息的(de)(de)(de)視(shi)覺化(hua)(hua)傳遞,讓(rang)人(ren)(ren)們坐在(zai)客(ke)廳掌控(kong)智(zhi)(zhi)能(neng)家(jia)(jia)居(ju)一切動態。比如說(shuo),冰箱里(li)食物(wu)(wu)(wu)快(kuai)要過(guo)期、達到(dao)一定溫度后空調自動開啟(qi)等信(xin)息,則會在(zai)電(dian)(dian)(dian)(dian)視(shi)機大(da)屏(ping)幕上傳遞給用戶(hu)。業(ye)(ye)(ye)內(nei)(nei)稱,當下彩(cai)電(dian)(dian)(dian)(dian)市場處在(zai)一個蓄勢點,消(xiao)費場景細分及物(wu)(wu)(wu)聯(lian)網機遇(yu)下,消(xiao)費者對彩(cai)電(dian)(dian)(dian)(dian)的(de)(de)(de)個性化(hua)(hua)需求提(ti)振,這將是彩(cai)電(dian)(dian)(dian)(dian)行(xing)(xing)(xing)業(ye)(ye)(ye)進入快(kuai)速增(zeng)長的(de)(de)(de)大(da)爆發階段(duan),彩(cai)電(dian)(dian)(dian)(dian)行(xing)(xing)(xing)業(ye)(ye)(ye)未來(lai)(lai)可期。與(yu)此同時,自2008年(nian)國家(jia)(jia)實行(xing)(xing)(xing)家(jia)(jia)電(dian)(dian)(dian)(dian)下鄉政(zheng)策以來(lai)(lai),家(jia)(jia)電(dian)(dian)(dian)(dian)產品歷經 10年(nian)的(de)(de)(de)普及,每百戶(hu)保有量(liang)已(yi)接近城(cheng)鎮(zhen)地區(qu)。隨著(zhu)首批家(jia)(jia)電(dian)(dian)(dian)(dian)下鄉產品的(de)(de)(de)安(an)全使用周期結束,預(yu)計2018年(nian)家(jia)(jia)電(dian)(dian)(dian)(dian)產品的(de)(de)(de)升(sheng)(sheng)級換(huan)代(dai)需求將全面爆發,并持續擴大(da)三四線(xian)市場的(de)(de)(de)家(jia)(jia)電(dian)(dian)(dian)(dian)格局。