Even in the highly mature TV field, there will never be a lack of challengers. Following LeTV and Xiaomi, another mobile phone manufacturer officially announced its entry into the smart TV market. Recently, the news of Huawei’s re-establishment of the TV project team was also triggered in the industry. Hot discussion.
'We hope to join the Internet smart home field with an explorer's mentality, starting with the smart TV of the most important smart device in family life. ' One plus CEO Liu Zuohu said on Weibo on September 17 that with 5G, With the development of technologies such as AI, the scene of family smart life will be very different from the present, but it is still at a relatively early stage. In the next five years, revolutionary changes will occur in the TV field, and opportunities will come into being.
In the opinion of analysts, the growing demand for hardware products and the business opportunities brought by smart homes are the fundamental reasons for mobile phone manufacturers to enter the TV field. However, it still requires a lot of resources and patience to be fundamentally based.
'At present, the barriers for new manufacturers to enter the smart TV field are very low, but the formation of a certain market size requires their own strong support in a certain field, or product technology advantages, or operational efficiency advantages, or user base advantages. 'Ovi Jie Meijuan, deputy director of research at the Cloud Network (AVC) Black Power Division, told the First Financial Reporter.
Song Linlin, general manager of Gome Retail South China Region, believes that new entrants must succeed in the TV field. The annual sales scale is more than 1 million units to have the basis for operation. Not only do Internet TV, but also use their own OS system. Get and share operational value. 'Color TV hardware has almost no money to earn, now is the software, users, content, operations.' Song Linlin told reporters.
'Occupy the living room' ambition
Saying goodbye to the embarrassment of the previous two years, no matter which mobile phone brand operator, it is inevitably facing the reality of slowing growth. In the search for the scope of business expansion, smart home has become the most lively vocabulary in the mobile phone circle in the first half of this year. .
The reporter noted that although the Huawei has not officially announced its entry into the TV market, the previously announced 'HiLink' is mainly for the development platform of the smart home market, and the rumors about the brand's glory to make TV are also from time to time. It was sent out in the supply chain. OPPO and vivo have also taken a key step in the near future, and established an eco-open alliance with manufacturers such as home appliances.
Xiaomi went earlier in the TV field. Zhang Bing, research director of IHS China, told reporters that in the first half of this year, millet shipments basically reached the level of domestic first-line brand manufacturers.
On the one hand, the decline of Internet vendors such as LeTV left a market gap; on the other hand, Xiaomi strengthened supply chain management. In the period of rapid decline of the panel, the cost and price advantage brought by the decline of key devices was first and continuously enjoyed. And put this advantage to the maximum. ' Zhang Bing told reporters.
For the prospect of smart home, Liu Zuohu told reporters that the scale of the smart home market is still huge. At present, the home Internet intelligent experience is still at a very early stage, lacking in technology and not seamlessly connecting with other major life scenes. It is the root cause of the choice of entry (TV market).
According to the "China Smart Home Equipment Industry Market Prospects and Investment Report", the smart home market will reach 357.6 billion yuan by 2020. Internet TV as an important interface will have great potential. From the perspective of the global TV market, overall TV sales are Continued growth, the proportion of smart TV shipments in the overall market has risen sharply.
There are also huge potentials in the overseas market. In the strong Indian market, the TV market dominates the entertainment industry, and the smart TV market opportunities are also emerging. According to Advanced Television, by the end of 2021, the Indian TV market is expected to reach the scale. 9 billion US dollars.
'TV is the only shared large-screen device for home entertainment. In addition to the basic functions of video and audio, the future will become an important device for home information display, and due to the development of emerging display technologies such as OLED, Micro-LED and 8K, In the future, there is still considerable imagination. In addition to the development of the Internet of Things and smart homes, TVs are more visually visible than other devices, and are likely to become the most important integrated display and interactive platform for smart homes. ' Zhang Bing told reporters.
'New and old game' in the Red Sea market
Mobile phone manufacturers from the mobile phone market to the TV market, some analysts said that it is from a red sea into another Red Sea, and will encounter more powerful opponents.
Jie Meijuan told reporters that the color TV industry is currently in the stage of stock competition, and the market maturity is very high.
She believes that the evolution of TV in the future is divided into two paths. With the development of new technologies, hardware will extend a variety of product types, and there will be major breakthroughs in display technology and appearance. In these technical fields, traditional TV manufacturers still Take advantage of the software; in terms of TV usage, it will extend a variety of usage scenarios, and TV usage will be more diversified.
Song Linlin told reporters that at present, the hardware structure of mobile phone calls, video and other color TVs are connected, and the current TV panel is oversupply, and the panel resources are easy to obtain. But the challenge is that the color TV hardware has almost no money to earn, if you do traditional TV Pointless.
For Internet TV, before the mobile phone manufacturers, Xiaomi and LeTV cut the path is not the same, LeTV has its own video and Internet resources, self-purchased TV dramas, movies, sports programs and other outlines LeTV's content-centric ecology Platform strategy, and Xiaomi is to build a ecosystem based on millet equipment with hardware ecosystem such as Xiaomi Box, thus bundling customers.
Liu Zuohu believes that with the development of AI technology, there will be more imagination in the future. 'TV should be able to display what you want at any time, or connect with mobile phones, and display calendars and other information simultaneously.'
'In the next few years, due to the continuous evolution of networking and intelligence, the boundary between hardware and hardware becomes very blurred. The barriers in the fields of black electricity, white electricity, communications and security are gradually being broken. Such penetration is not one-way, and It is two-way and multi-directional. Therefore, it is not excluded that more manufacturers enter the black power field. ' Zhang Bing told reporters that industrial manufacturers should consider the advantages of using their own resources, or the ultimate professional development, expand the advantages, or Adopt a horizontal expansion strategy to achieve leapfrog growth.