Without any warning, the mobile phone manufacturers such as Huawei, OPPO and vivo may officially announce the news of entering the TV market, unwilling to be a lonely mobile phone brand, or brewing a collective cross-border.
Prior to this, the Internet mobile phone brand Xiaomi, which is known for its price/performance ratio, has created a TV across the border. It shouted the music of the 'subversion' slogan, challenged the traditional TV brand, and made mobile phones across the border. Unfortunately, LeTV was in crisis. Xiaomi TV is still a niche brand. At the moment, Huawei, OPPO and vivo have brushed across the border to create TV. Can this group attack, can it shake the TV market?
TV becomes the next strategic commanding height
For Huawei, OPPO and vivo to enter the TV industry rumors, Vivo related people denied the news, and repeatedly said: 'This is just a rumor, there is no such news inside the company. 'OPPO also said that The news is rumored.
However, there are indications that mobile phone manufacturers entering the TV industry across the border are not unfounded. Due to the concept of smart home, many smart homes have begun to enter the homes of ordinary people. Although LeTV and Xiaomi have not subverted traditional TV brands in market share, But these Internet giants have made smart TVs a concept from products.
If smartphones are a tool for people to use fragmented time to get information, then smart TV is an entry point for home entertainment. When a mobile phone is connected to Internet TV, the importance of TV to mobile phone manufacturers is not mentioned. And Yu, after all, this is the most effective strategy to seize the entrance to the living room traffic.
There is a precedent for this round of cross-border
In fact, mobile phone manufacturers had an attempt to enter the TV industry a few years ago. In October 2014, Huawei and Skyworth jointly launched a 55-inch 4K smart TV, the product name is Cool Open Glory A55 Smart TV, this The TV is equipped with Huawei HiSilicon quad-core CPU. Prior to this, Huawei also launched a variety of TV boxes, and integrated the TV box function in the glory cube router. Another mobile phone manufacturer OPPO, the United States invested heavily More than 20 patent portfolios of audio giant Dolby Laboratories have been actively involved in patent distribution, which is considered by the industry as a pre-arrangement for entering the TV industry.
As we all know, Xiaomi, which focuses on mobile phones, has entered the TV industry a few years ago and has launched a number of smart TV products. Although the current market share of Xiaomi TV is not very high, Xiaomi has accumulated a certain reputation in the TV industry. Influential. Before the Xiaomi and LeTV, Huawei, OPPO and vivo are also inevitable in the layout of TV. In addition, the competition in the mobile phone industry has intensified in the past two years, mobile phone manufacturers are looking for a new profit growth point, TV with close connection with mobile phones, no doubt It is the next strategic commanding height of mobile phone manufacturers.
Create differentiated advantages to gain a foothold
Since LeTV entered the TV market, the domestic TV market has become more and more lively. Prior to this, the domestic TV market was the world of traditional brands such as Konka, Skyworth, Changhong, Hisense. LeTV entered the TV industry, which not only attracted iQiyi, Youku and other videos. Giants, as well as Internet giants such as Baidu and Ali. The indisputable fact is that the Internet TV faction represented by LeTV and Xiaomi does not threaten the market position of traditional TV brands.
In January of this year, popular TV was accused of false propaganda. In March of this year, Micro-Whale Technology Co., Ltd. was exposed to disputes with suppliers. The Internet TV concept was proposed by LeTV, with a loss of 1.11 billion yuan in the first half of the year, which is facing the risk of delisting. Under the cold wave, the Internet TV industry is experiencing a round of cruel shuffling. As a result, the sales of Internet TV have also fallen all the way. The data of Aoweiyun.com said that the sales of Xiaomi TV after LeTV left the market increased significantly, sales in the first half of the year. Breaking through 3 million units. However, the sales of Xiaomi TV did not stop the market share of Internet TV brands from shrinking. The data of Aowei Cloud Network shows that the market share of Internet TV brands has dropped to 10%.
That is to say, after multiple rounds of price wars, the market share of Internet TV brands is only 10%, and traditional TV brands are still the monopolist of the TV industry. In addition, the prices of upstream TVs are declining, and the prices of traditional TV brand TVs have been lowered. Internet TV brands The price advantage is weakened. After losing the price advantage, what do Internet TV brands compete with traditional TV brands?
Mobile phone manufacturers must create distinctive differentiation advantages in order to gain a foothold in the highly competitive TV market. Compared with traditional TV brands such as Konka, Skyworth and Hisense, mobile phone manufacturers pay more attention to user experience, but the supply chain is short for mobile phone manufacturers. In addition, mobile phone manufacturers still need to find traditional TV brand OEMs. From this point of view, mobile phone manufacturers collectively cross the border with the TV industry, and there is not much chance of winning.
There is no technology accumulation, no brand advantage, and the gap between mobile phone manufacturers and traditional TV manufacturers is wide. In the mobile phone industry, Huawei, OPPO and vivo are cautiously known. After LeTV has become a cross-border in the past, Huawei, OPPO and vivo cross-border TV. Maybe it will be a cooperative approach, because the risk of single-handedness is too great, and it will be lost if you are slightly careless. This cross-border or a fusion war.