After the announcement of the price of the popular TV, which had previously boasted that Haikou would sell 12 million TV sets within three years, many friendly traders were filled with emotion. Among the three TV products that were popular on TV, the price of the 55-inch 4K TV was only 2799 yuan, 49 å‹ 4K TV is only 2299 yuan, while 43 å‹ 4K TV price hit 1799 yuan.
Low price but good hardware configuration
Although the pricing has reached the "lowest price in the industry," from the hardware configuration point of view, the popular TV can not be considered "Low".
For example, the most important aspect of the screen panel, popular means that its TVs have Samsung, LG's original import 4K panel, and will not choose the lower cost of Taiwan's screen; in addition will also carry motion compensation circuit to improve the dynamic image smoothness. Popularity indicates that its flagship product display performance can achieve a static contrast ratio of 1400:1, a 60Hz screen refresh rate, and a 6ms response time. These hard indicators even surpass most of the higher-priced Internet TV brand products. As for smart hardware, TV is equipped with the MStar 64-bit processor (clock not announced), quad-core Mail-T720MP2 GPU, 8G eMMC memory, not very high-end, saying that the average level in the industry is not an exaggeration.
Content platform and opponents are not much different
The Oriental Pearl, one of the shareholders behind the TV, is one of the seven largest license holders of Internet TV broadcast control platforms in China. It is precisely because of the participation of this shareholder that the popular TV not only does not need to worry about the license issue, but also has a stable source of content.
According to public information, Oriental Pearl’s annual investment in content is about 1.5 billion yuan. Its content features include entertainment films from seven major Hollywood companies. For example, in the history of cinema, the top 100 films have 90 broadcasting rights; in 2015, the top 100 films at the box office have more than 90 broadcasting rights; sports has Premiership. All-time copyrights, as well as the right to broadcast nearly 3,000 games of football, free kicks, tennis, racing, CBA and other sports events each year.
As for the popularity of independent video content, although there is no obvious advantage over video sites such as Youku and iQiyi, the general resources of the Shanghai Oriental Pearl Tree do not have obvious shortcomings.
This also means that popular TV can achieve a relatively mainstream performance regardless of hardware or content. If we look at its selling price on this basis, its impact on the industry has already been highlighted.
Huge impact on the industry
Since LeTV entered the color TV market, after more than two or three years of market cultivation, more and more consumers have gradually begun to accept these "non-mainstream" and "non-traditional" TV brands. In recent years, it has just caught up with China's home appliances circulation channel from the offline to the online transfer stage, Internet brands formally use this opportunity, with just 2-3 years through online sales to quickly get the traditional color TV companies in the past to be more A goal that will take more time to complete.
This also led to more and more Internet companies entering the color TV industry in 2015. According to incomplete statistics, only 10 new brands entered the color TV field in the second half of 2015. When people thought that LeTV was a new Internet brand, they found that LeTV was gradually reduced to a traditional brand in the form of micro whale, dream, storm, CAN, and popularity.
In the backdrop of a stable or even slightly declining demand for the entire TV market, each new brand will face tremendous pressure in order to survive. This directly leads to the selection of the most easily and most powerful price for these new brands as “blood washingâ€. "Music millet weapons.
The popularity of TV is so priced that although there are representatives of foundry shareholders trying to exchange market share with extremely low profits, they are more likely to act under circumstances. The price war is often a double-edged sword. The destructive power of such ultra-low pricing for the entire industry is expected to gradually show up in the next year or two. In 2016, the color TV industry will once again be staged as a "fighting storm."
Popular TV sold 50,000 units in three days
It is different from other internet companies' usual freight, on-site installation and commissioning, and base and other accessories. The price of popular TV is the final price, and logistics, installation, and after-sales services do not require users to consume it for the second time. The "gold content" of the price is significantly higher than that of your friends.
Popular TV said that since its release on December 10th, 50,000 orders have been seized in three days of the Double 12 promotional campaign, and the low-price strategy has begun to show results.
The ownership structure behind TV is more complicated than that of friends. Behind the popularity of TV is actually the product of the cooperation of five companies (Oriental Pearl, Mega, Popular, Haier, and Gome). Among them are the licensees for Internet TV content such as the Oriental Pearl, as well as professional television OEM/ODM companies such as Zhao Chi. There is also a chain of distribution channels such as Gome. This is also a relatively rare mode of cooperation in the history of China's color TV.
Of the several shareholders popular in TV, Mega may be the most critical link. This professional foundry company in Guangzhou not only has an annual production capacity of tens of millions of TV sets, but also has excellent vertical integration capabilities in the entire industry chain such as TV R&D, manufacturing, and component procurement. More crucially, this company also has the biggest advantage of Chinese manufacturing: cost control. This is where the popular TV is brave enough to introduce the current minimum price TV.
It is different from other internet companies' usual freight, on-site installation and commissioning, and base and other accessories. The price of popular TV is the final price, and logistics, installation, and after-sales services do not require users to consume it for the second time. The "gold content" of the price is significantly higher than that of your friends.
Popular TV said that since its release on December 10th, 50,000 orders have been seized in three days of the Double 12 promotional campaign, and the low-price strategy has begun to show results.
The ownership structure behind TV is more complicated than that of friends. Behind the popularity of TV is actually the product of the cooperation of five companies (Oriental Pearl, Mega, Popular, Haier, and Gome). Among them are the licensees for Internet TV content such as the Oriental Pearl, as well as professional television OEM/ODM companies such as Zhao Chi. There is also a chain of distribution channels such as Gome. This is also a relatively rare mode of cooperation in the history of China's color TV.
Of the several shareholders popular in TV, Mega may be the most critical link. This professional foundry company in Guangzhou not only has an annual production capacity of tens of millions of TV sets, but also has excellent vertical integration capabilities in the entire industry chain such as TV R&D, manufacturing, and component procurement. More crucially, this company also has the biggest advantage of Chinese manufacturing: cost control. This is where the popular TV is brave enough to introduce the current minimum price TV.
Popular TV is the biggest feature of the cheap: 55 å‹ 4K models only 2799 yuan, spike Xiaomi Leshi
Nothing to say in terms of appearance, at first glance it doesn't seem much different from other internet brands
In addition to this LOGO, to be honest this LOGO design is also more general
The thickness of the border part is relatively normal, and it is quite similar to other internet brand TVs, but the texture is not very strong
The frame is made of engineering plastic materials and the more popular local gold scheme.
The thickness of the whole machine is quite satisfactory, the biggest feature is that there is no screw
The thickness of the whole machine is quite satisfactory
The back panel is made of plastic and features no exposed screws
The remote controller looks very similar to millet at first glance, but with voice and other functions
When searching for online video, the voice is fine and the efficiency will be much higher.
Popular TV real shot
The system is based on the Android system's own UI, cross menu, the structure is very simple
The main video categories are arranged vertically and the content is scrolled horizontally
The content is provided by Bestrade, and the content of popular content is currently minimal
Control experience to see fluency there is a certain optimization to improve the space
Low price but good hardware configuration
Although the pricing has reached the "lowest price in the industry," from the hardware configuration point of view, the popular TV can not be considered "Low".
For example, the most important aspect of the screen panel, popular means that its TVs have Samsung, LG's original import 4K panel, and will not choose the lower cost of Taiwan's screen; in addition will also carry motion compensation circuit to improve the dynamic image smoothness. Popularity indicates that its flagship product display performance can achieve a static contrast ratio of 1400:1, a 60Hz screen refresh rate, and a 6ms response time. These hard indicators even surpass most of the higher-priced Internet TV brand products. As for smart hardware, TV is equipped with the MStar 64-bit processor (clock not announced), quad-core Mail-T720MP2 GPU, 8G eMMC memory, not very high-end, saying that the average level in the industry is not an exaggeration.
Content platform and opponents are not much different
The Oriental Pearl, one of the shareholders behind the TV, is one of the seven largest license holders of Internet TV broadcast control platforms in China. It is precisely because of the participation of this shareholder that the popular TV not only does not need to worry about the license issue, but also has a stable source of content.
According to public information, Oriental Pearl’s annual investment in content is about 1.5 billion yuan. Its content features include entertainment films from seven major Hollywood companies. For example, in the history of cinema, the top 100 films have 90 broadcasting rights; in 2015, the top 100 films at the box office have more than 90 broadcasting rights; sports has Premiership. All-time copyrights, as well as the right to broadcast nearly 3,000 games of football, free kicks, tennis, racing, CBA and other sports events each year.
As for the popularity of independent video content, although there is no obvious advantage over video sites such as Youku and iQiyi, the general resources of the Shanghai Oriental Pearl Tree do not have obvious shortcomings.
This also means that popular TV can achieve a relatively mainstream performance regardless of hardware or content. If we look at its selling price on this basis, its impact on the industry has already been highlighted.
Huge impact on the industry
Since LeTV entered the color TV market, after more than two or three years of market cultivation, more and more consumers have gradually begun to accept these "non-mainstream" and "non-traditional" TV brands. In recent years, it has just caught up with China's home appliances circulation channel from the offline to the online transfer stage, Internet brands formally use this opportunity, with just 2-3 years through online sales to quickly get the traditional color TV companies in the past to be more A goal that will take more time to complete.
This also led to more and more Internet companies entering the color TV industry in 2015. According to incomplete statistics, only 10 new brands entered the color TV field in the second half of 2015. When people thought that LeTV was a new Internet brand, they found that LeTV was gradually reduced to a traditional brand in the form of micro whale, dream, storm, CAN, and popularity.
In the backdrop of a stable or even slightly declining demand for the entire TV market, each new brand will face tremendous pressure in order to survive. This directly leads to the selection of the most easily and most powerful price for these new brands as “blood washingâ€. "Music millet weapons.
The popularity of TV is so priced that although there are representatives of foundry shareholders trying to exchange market share with extremely low profits, they are more likely to act under circumstances. The price war is often a double-edged sword. The destructive power of such ultra-low pricing for the entire industry is expected to gradually show up in the next year or two. In 2016, the color TV industry will once again be staged as a "fighting storm."