The suffering of Internet TV companies has just begun

In the past few years, those Internet TV brands that relied solely on low-price gimmicks to attract offline dealers to join and purchase goods, but whose company management and service systems were unstable and could not even guarantee their survival, were openly playing rogue.

"Cherish your life, then please stay away from Internet TV brands!"

This is the sentence that many color TV dealers have complained most to the home appliance industry in recent times. Although it seems extreme, it reflects an attitude.

Faced with the extremely hot Internet TV market in the past few years, many traditional TV dealers have been attracted by advantages such as "high-profile hype", "huge profits", and "cheap prices", and have become offline partners of many Internet TV brands, dreaming of "making a fortune" with the help of Internet TV brands.

Unfortunately, this situation will not last long. The current Internet TV brand camp can be said to be "dead, injured, and useless", and the overall pattern has been broken. Except for a few brands that can still rely on big trees and have some market and room for development, such as Xiaomi TV and PPTV TV, the offline channel system of other Internet TV brands has basically begun to die. This will cause the entire Internet TV brand to fall into a quagmire.

LeTV, the first Internet TV brand to develop offline channels, is now in a miserable state. Whether it can turn things around depends not only on time and the operational capabilities of the new team, but also on whether the boss Jia Yueting's capital maneuvers can continue to perform a "hat trick". Then, it was Baofeng TV. Under the direct operation of the Skyworth TV team, its momentum in the offline market was once close to LeTV, but it soon became a "flash in the pan". Now Baofeng TV has become a "yesterday's news" in both offline and online channels.

Since last year, a group of Internet TV brands represented by Weijing and Kanshang have started to expand offline markets after the LeTV crisis. They tried to take the opportunity to complete the integrated layout of online and offline and achieve large-scale expansion. However, recently, several color TV dealers revealed to the home appliance circle that "Weijing, the most promising Internet TV brand, has also begun to withdraw from offline channels against the background of the overall unfavorable fortune of the color TV market. It has been almost half a year, and there are no Weijing TV salesmen. Even the after-sales link has been broken. It seems that Weijing does not intend to continue offline business."

In the context of the overall decline of the color TV industry this year, the Internet TV enterprise camp lacks the "leader" to rush forward and form a group to impact the effect. Not only LeTV, Baofeng, and Weijing have withdrawn from or shrunk the offline battlefield to seek survival. Next, other Internet TV brands will undoubtedly reduce or invest in offline channels. Next, under the situation that low-price competition is difficult to sustain, venture capital has no money to burn, and LCD panels fluctuate at a high level, the online price advantage of a large number of Internet TV companies has become increasingly dim, and their products lack highlights. Their living space is destined to be compressed by the color TV giants from the traditional camp.

A round of major cleansing and reforms in China's color TV market has started in the first half of the year and will accelerate in the second half of this year. The core of this is to eliminate a large number of speculators in the "Internet TV enterprise camp". These Internet TV brands cannot only consider how to shrink the market scale and reduce investment, but also how to continue to expand the market under the banner of "Internet brand". Only in this way can they survive.

Of course, this will eventually make it difficult for those color TV dealers who are eager to make a fortune through Internet TV brands. Each of them is estimated to have tens of thousands of rebates that have not been redeemed, hundreds of thousands of inventory that need to be slowly liquidated, and a large number of sales that still need after-sales service guarantees. How to solve these problems one by one? They can only take it one step at a time.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.