'It is expected that three mobile phone companies will enter the color TV market in the second half of 2018, which will set off a new round of enthusiasm. 'Zhu Yuanyuan, deputy general manager of Avi Cloud (AVC) Black Power Division, revealed that there are media analysis, these three The mobile phone companies are glory, vivo and one plus mobile phones. So far, the latter two have not yet sent the latest news, but the message about the layout of Huawei's TV business has been rampant.
In addition to previous media speculation and argument analysis, Yesterday's First Financial News also reported that Huawei has re-established the TV project team and conducted research on the hardware and UI levels; the Huawei TV project team is recently recruiting, also in the upstream panel. Business contact.
It’s not surprising to enter the TV industry.
At the Huawei Global Partner and Developer Conference on June 22 this year, Yu Chengdong elaborated on the new strategy of Huawei's consumer business, the “Full Scene Smart Life Ecology Strategy”. As we all know, the full scene intelligent hardware includes mobile phones, tablets, PCs. Wearable, TV, speaker, car, and IoT lighting, security, monitoring, etc., build a major scene of car, home, office, sports and fitness. In the creation of a smart life, Xiaomi and the scenery of the year It’s all about TV. Nowadays, it’s not surprising that Huawei wants to build a smart life ecosystem. TV is a key part of smart life. And, in creating a smart ecosystem strategy for the whole scene, Yu Chengdong said Passing the TV is needed.
Huawei can't say that there is no advantage in doing TV. After all, in the past two years, Huawei's innovative achievements in the field of video chips are obvious to all. Huawei Haisi related person in charge said that Haisi's video codec chip system is very comprehensive, from 65 Nano 3518A to 28nm 3519, chip products cover the consumer market, commercial market and industry market, resolution from D1 to the latest 4K, frame rate up to 60fps.
Relevant data show that before 2010, the domestic self-developed chips were basically in the prototype or self-use stage, and the market acceptance was extremely low. At this time, the proportion of domestic chips was only about 1%, and the foreign chips accounted for more than 95%. In the year, the domestic chip share in the Chinese market has increased to about 60%, while the proportion of foreign chips has dropped to about 35%. Among them, Huawei HiS, which occupies more than half of the domestic market, has developed its own ultra-high-definition smart TV core chip in 2016. With nearly 10 million shipments, it has entered the supply chain of six major color TV manufacturers in China, including Sharp, Hisense, Konka and other brands.
Zhang Yi, chief analyst of Ai Media Consulting, said that Chinese companies represented by Huawei Haisi and Zhongxing Microelectronics are emerging. Huawei's Hess' counter-attack in the field of video chips has broken the monopoly of foreign giants and lowered the overall middle and high-end chips. The price, the 'China core' is placed in the products of many brands.
There is a chip advantage, plus Peng Xiandong, general manager of the Consumer Electronics Division of Zhongyikang, said, 'Huawei began to understand the color TV market as early as 5 years ago, and recently communicated with some TV panel factories. 'No wonder he wants to say, ' If Huawei is doing TV, it is not surprising.
The overall industry is in a downturn, Huawei is difficult to do TV.
In the past two years, the price of the upstream panel has been fluctuating, and the overall market of color TV has been in turmoil. The market competition is fierce. According to the total data of Omni Cloud, the color TV market broke through 50 million units for the first time in 2016, and the color TV in 2017 experienced again. The largest decline in history, that is, the volume of retail sales was 47.52 million units, down 6.6% year-on-year. The price of upstream panels in 2018 was significantly lower than that in 2017. In the first half of the year, the color TV market showed a trend of increasing volume and volume. The specific retail volume was 22.6 million units, up 3.6% year-on-year; the retail sales volume was 72.5 billion yuan, down 2.0% year-on-year.
Zhu Yuanyuan believes that in the first half of 2018, China's color TV market has insufficient growth momentum in a complex environment, which is reflected in the increase in volume. The growth of retail volume in the first half of the year is only recovery growth, and the price war is the biggest dilemma in China's color TV market.
In such a depressed market environment, Huawei's incoming TV industry inevitably has certain risks. First, from the perspective of channels, online channels are growing rapidly, and offline channels are seriously declining. Data show that in the first half of 2018, sales on color lines Growth of 40.4%, sales growth of more than 20%; offline market sales decreased by 16.5%, sales decreased by 13.3%. In Huawei, the advantages of offline channels are obvious, online channels have yet to be further laid, if attempted to offline Channels to promote TV sales will be very difficult. Secondly, compared with Changhong, Konka, Skyworth, TCL, Hisense, Sharp, Sony, Samsung and other well-known TV brands, Huawei’s brand recognition as a TV company is low. In the short-term, it will impress consumers and make them want to buy; in addition, there are data showing that the average profit rate of major enterprises in China's color TV industry in 2017 is only 1.3%, in the context of the overall downturn of the industry and the low profit margin. For frequent price wars, Huawei may have difficulty adapting to such a cruel and fierce 'battlefield'. After all, mobile phones and TVs are still different.
According to media reports, the field of smart TV presents the status of 'no big money, no big money, no big waters', a lot of money-burning investment, some traditional brands are difficult to sustain, let alone new arrivals. Of course. It is also not ruled out that Huawei’s 'financial and crude' is really 'smashing big water'.
The communication equipment market, including smart phones, has experienced a rapid growth stage. From the 'full scene smart life ecological strategy', Huawei is already looking for a new strategic industry. As of now, Huawei has deployed home routers, home Internet and other services. In the IOT (Internet of Things), smart home field, intelligent big screen occupies an important position. The latest news is that Huawei may focus more on 8K display in the era of 5G communication (that is, the resolution is 7680×4320 pixels, now the TV on the market The layout is based on 2K, 4K.
In the 5G field, Huawei has indeed contributed a lot of power. In the first phase, the second phase, and the ongoing three-phase test, it has always maintained its lead in terms of schedule and performance. In the first half of the year, Huawei has provided car networking for driverless cars. Technology. Driverless and 8K display are both 5G applications in the terminal. If Huawei's 8K TV news is true, although the industry is risky, Huawei's step-by-step layout is also a difference. One step of 'Miaoqiu', at least one opportunity to coexist with challenges.