The news that Huawei has to do TV has been passed for a long time. This time it is really going to be TV. There are news reports that its products are expected to be launched before the end of the year. The same Internet brand Xiaomi has already done other cross-border entry in the field of TV. The competitors in the color TV market have become the only new brands that can compete with traditional enterprises. As Huawei, which is also cross-border from the mobile phone industry, will it grab the share of Xiaomi after selling color TVs?
Huawei's logic to enter the smart color TV market
Although the color TV market is currently in a period of weak market, profits in the industry have fallen to no longer low, but the competition in the industry is relatively scattered, and there are no oligarchs in white electricity or small household appliances. New entrants do not have high barriers. Huawei has previously implanted its own chips into Skyworth TVs, and its smart OS system has entered the smart color TV industry. Whether it is a notebook, a router or other smart terminals, Huawei is part of the ecosystem of retreat experience. Behind the color TV is the flow of the vast content resources. As a multi-screen integration in the consumer electronics field, mutual transformation is a strategic and important step.
Huawei TV product positioning
Because both companies are cross-border from mobile phones, we will first analyze the brand positioning of two enterprise mobile phones. Huawei's mobile phones have always positioned high-end people, and the glory mobile phones and Xiaomi mobile phone consumers are very close to each other. With important users under the age of 33. Netcom Huawei will test the water with the glory brand as the vanguard in the Chinese color TV market. The size will be 43 inches and 65 inches, 43 inches as the impulse product, 65 inches relatively high-end. If you enter the color TV with the glory brand, the product positioning of the brand should also be the same as the positioning of Xiaomi products. The main price/performance ratio. Xiaomi TV already has more than 30 SKUs, covering 32 inches to 75 inches. If you enter the market with Huawei brand, relative product positioning Should focus on high-end products, but in the color TV market, Sony, Samsung, Hisense and other companies in the high-end products in the hardware strength to reserve for decades. Regardless of glory or Huawei, in the short-term are facing enormous challenges, but Huawei Technical ability and brand strength believe that there will be some gains in the color TV market.