据洛图科技发布的《中国智能盒子线上零售市场月度追踪》报告，11月中国智能盒子线上零售量为11.3万台，同比下降44.6%。智能盒子当前处于生命周期的下行阶段，迎来量额同环比均降也是“毫不意外”。造成销量下滑的原因，是对网络电视直播App的整治、对开机启动的要求等政策的出台等等。
据该机构分析，这些政策的发布，一方面有助于市场更加规范，另一方面，山寨盒子退市会使智能盒子市场规模遭遇更大幅度下滑。
前五名分别为腾讯、天猫魔盒、赛米尼、小米、华为。其中，腾讯市场份额为19.9%，同比增长0.4%。天猫魔盒市场份额19.8%，与腾讯的差距仅有0.1%。
在促销活动提前之后，销量实现了同环比双增。其中7C青春版机型抢占了百元以下档位3成市场份额。赛米尼则采用“以价换量”的策略，单月均价降至60元，市场份额为11.5%位居第三。小米在200-499元的中端市场份额中保持近三成，在整体市场中占据9.4%的份额。
这些政策的发布，一方面有助于市场更加规范，另一方面，山寨盒子退市会使智能盒子市场规模遭遇更大幅度下滑。
新闻翻译：
Title: Smart TV Box Sales Decline, Tencent’s Market Share Leads
Keywords: Smart TV Boxes, Sales Decline, Tencent
News Content:
According to the report “The Monthly Track of Smart TV Boxes Online Retail Market in China” released by Luotu Science and Technology, 112,000 smart TV boxes were sold online in China in November 2022, a year-on-year decrease of 44.6%. Smart TV boxes are currently in the downturn stage of their life cycle, and the decline in sales is “not unexpected”. The reasons for the decline in sales include the rectification of network TV live streaming apps, the implementation of policies such as requiring a power-on time, etc.
According to the analysis of this institution, the release of these policies will help to make the market more standardized on the one hand, while on the other hand, the retirement of counterfeit boxes will cause a more significant decline in the market size of smart TV boxes.
The top five brands are Tencent, Taobao Magic Box, Semen, Xiaomi, and Huawei. Among them, Tencent’s market share is 19.9%, up 0.4% from last month. Taobao Magic Box has a market share of 19.8%, only 0.1% behind Tencent.
After the promotion activities were提前，sales achieved the same growth in both month and year. Among them, the 7C青春版机型 has occupied 30% of the market share in the under-100 yuan price range. Semen has adopted a “price-for-quality” strategy, reducing the monthly average price to 60 yuan, ranking third. Xiaomi has 30% of the market share in the middle and high-end range of 200-499 yuan, and 9.4% in the overall market.
These policies
【来源】https://www.ithome.com/0/742/638.htm
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