China's smart phone market has been dominating the market so far, and local mobile phone brands have also developed and grown, gradually forming a pattern where the four giants of "Huami OV" dominate the market. Under the tide of the Internet era, diversified development has long been the consensus of major electronics manufacturers. Nowadays, there are rumors in the cross-border color TV industry of mobile phone brands. Perhaps a new era of diversification is coming quietly.
The mobile phone giant "was" involved in a cross-border turmoil
Recently, there are rumors that mobile phone manufacturers such as vivo, OPPO, and Huawei are evaluating and researching the TV market and may officially announce their entry into the TV market. The news of the above-mentioned mainstream mobile phone manufacturers entering the TV field has always been mentioned, but the mobile phone manufacturers have not moved for a long time, and the news has not stopped, but this time it has caused a shock in the mobile phone industry and the TV market at the same time. The public opinion has been hotly debated.
Huawei's Honor brand has become the "vanguard" of this cross-border army. It is reported that Honor will enter the TV field and is currently forming a TV team, which will most likely launch TV products in the second half of the year. It is worth noting that in addition to the main mobile phone business, Huawei Honor also involves many smart products including routers, TV boxes, smart body fat scales, and smart bracelets.
More news is inferred that Huawei is exploring the market through its glory. After the exploration is completed, it will launch a higher-end smart TV in the future, and the running system is likely to be its own customized version of Kirin OS. Will be compatible with Android APP. Even Huawei smart TVs are also available in dual versions, one 65-inch positioning mid-to-high end, and the other 43-inch positioning entry, and these products are designed and produced by Huawei itself. This is in line with Huawei's cautious approach.
In addition, vivo, OPPO, and Huawei also declared war on the smart home market a few days ago, which also brought a glimmer of imagination for mobile phone companies to enter the TV industry. At the same time, Aowei Cloud also disclosed in its mid-year report that the color TV market is highly attractive. Since 2014, more than 10 companies have entered the color TV industry. The competition in the TV market has never stopped. It is expected that 2018 In the second half of the year, there will be three mobile phone companies coming in, namely Honor, Vivo and OnePlus, which will set off a new wave of craze.
According to media reports, mobile phone brands that are unwilling to be lonely seem to be preparing for a collective crossover, but unfortunately, the news has been denied by vivo, OPPO, and Honor. However, industry insiders still firmly believe that it has long been an established fact for mobile phone giants to enter the TV field. , It’s just a matter of time. Once the rumors come true, the mobile phone and TV markets will face a new round of reshuffle and change, and may even reach an interoperability situation.
Entering the TV circle is not groundless
Although it has been repeatedly denied, but after careful consideration, the news that mobile phone companies have entered the TV industry is not groundless. First of all, judging from the development of the mobile phone market, the demand for the smartphone market is currently almost saturated, and the demographic dividend is gradually fading. It is no longer wise for mobile phone companies to stick to the original market. Good choice.
Industry public data shows that in the first half of this year, domestic mobile phone brand shipments in the domestic mobile phone market were 176 million units, a year-on-year decrease of 18.6%. The competition in China's mobile phone market is in a fierce situation, and it is intensifying. The profit margin of smart phone companies is encountering a ceiling, which has forced mainstream companies to enter other related fields.
Secondly, smart TV has always been an important entry point for the home, and it is also a battleground for electronics manufacturers. Smart hardware devices represented by smart TVs will play a vital role in the future of smart homes. In the future, all connected home devices will be intelligent and digitized. The establishment of a basic electrical equipment ecology based on scene connection and interaction is something that every Internet manufacturer is planning. Smart TV is an important part of it. It is a highly integrated software and hardware product. The actual technical complexity far exceeds that of PCs, mobile phones and smart devices.
Through smart hardware that uses smart TV as the mainstream entrance to serve human health and smart home, it explores more smart interaction methods for users, and uses richer smart wearable devices to promote smart life from dreams to reality. Combining hardware and software with a complete ecological chain of smart software and hardware, building an ecosystem of smart homes is the fundamental intention of all mobile phone companies to enter the TV circle, and it is also one of the necessary trends.
Taking Huawei as an example, it involves many smart products such as routers, TV boxes, smart body fat scales, smart bracelets, etc. It is natural to make smart TVs.
Finally, mobile phone manufacturers are not without precedents for TV. The struggling LeTV and Xiaomi, which are in the limelight, are all mobile phone brands that double as TV. With these successful precedents, vivo, OPPO, and Huawei seem to be more confident in extending the TV field. . In September 2013, Xiaomi launched Xiaomi TV, which overturned the traditional TV industry and started the journey of Internet TV. What's more worth mentioning is that both Xiaomi mobile phones and Xiaomi TVs are ecological chains created by MIUI. Other mobile phone manufacturers are just a few shots slower than Xiaomi, and it is understandable that they have to keep up with these shots.
In addition, Zhang Jianfeng, deputy secretary-general of the China Household Electrical Appliances Business Association, also said: The possibility of mobile phone manufacturers entering the TV field is very high. OPPO, vivo, and Huawei are the top mobile phone manufacturers in the global market. They have relatively complete channels and after-sales systems, and to a certain extent have the conditions to enter the TV market.
As mentioned above, there are good reasons for Chinese mobile phone companies to enter the TV circle collectively. Sooner or later, they will enter the game. Now it is up to who can be the "first" to take the lead.
The TV industry is complex and changeable, and the three major status quo cannot be ignored
If in the second half of this year, mobile phone companies really enter the TV industry as rumors do, it will undoubtedly cause a bloody storm of competition in the TV market. In fact, compared with the sluggish growth of the smart TV industry, the domestic color TV industry is also not optimistic. The complex and changeable market situation still poses certain challenges to the entry of mobile phone companies.
First, the color TV market is turbulent and brand competition is fierce. Since the domestic color TV market broke through the 50 million mark for the first time in 2016, the color TV industry has turned again. In 2017, the color TV market experienced the largest decline in history. The contrast between growth and decline has left many TV companies unpredictable.
Entering 2018, China's color TV market environment is still complex, and the growth momentum in the first half of the year is insufficient, which is reflected in the volume increase and decrease. According to AVC omni-channel sales data, in the first half of 2018, the retail volume of China's color TV market was 22.6 million units, a year-on-year increase of 3.6%, and the retail sales volume was 72.5 billion yuan, a year-on-year decrease of 2.0. %. It is estimated that the annual retail volume will reach 49.13 million units, a year-on-year increase of 3.4%, and the retail sales volume will reach 159.7 billion yuan, a year-on-year decrease of 2.0%.
Since last year, panel prices have continued to rise, making the profits of many TV brands bottomed, and the Internet TV army has also declined. TV panel prices started to improve this year, but the price war has come back to consume the overall benefits. Generally speaking, the TV market is complicated, but the fierce competition among enterprises has never changed. Traditional TV companies still maintain the leading position in hardware technology. strength.
Secondly, the domestic TV industry is not only turbulent, but at the same time, product upgrades continue to accelerate driven by the consumption upgrade trend. According to AVC offline monitoring data, in the first half of 2018, the scale of 4K TV increased by 25.4% year-on-year, the scale of OLED TV increased by 110.3% year-on-year, and the scale of laser TV increased by 241.5% year-on-year. The TV scale increased by 109.5% year-on-year. The upgrade of color TV consumption is reflected in the increase in the share of high-end products, and consumers are paying more and more attention to the display technology attributes of TVs.
In fact, the television industry has now entered a period of explosive application of new technologies, and the technology is being updated more and more rapidly, especially in display technology. In addition, the advantages of new color TV display technologies are also fully demonstrated in terms of form and performance. At the same time, TV size boundaries are constantly being refreshed, and the "60+" era has begun. It is understood that in the first half of this year, 65 inches has become the fastest growing size in the color TV market. The reason is that, on the one hand, the supply of upstream panels can meet market demand and 65-inch production capacity has increased. On the other hand, the market acceptance of 65-inch TVs is relatively high. In addition, the price of 65-inch products continues to decline, which is also stimulating consumer demand.
According to past experience, mobile phone manufacturers will pay more attention to soft power aspects such as experience and content in TV production, but the real technical hard power is often easily overlooked. Now that the TV industry has entered a stage of accelerating product upgrades, relying solely on the advantages of experience and content soft power, how many bargaining chips can new entrants have?
Finally, the increase brought about by the price stimulus of the domestic TV market is shrinking. As we all know, the online market is the first position of new Internet TV companies, and it is also a buying channel that consumers are very happy to buy. According to AVC online consumer survey data, 76% of consumers choose online shopping mainly because online is cheaper than offline stores.
For a long time, the online color TV market has used price as a weapon to drive scale growth, but the recent increase in low-price stimulus is shrinking. According to AVC analysis, for every 1 yuan decrease in the average price in the first half of 2016, the growth of the online market size was 9479 units, while for every 1 yuan decrease in the average price in the first half of 2018, the growth of the online market size was 7956 station.
In this way, the online low-price advantage of Internet TV companies is slowly being swallowed, which is not good news for mobile phone manufacturers to enter the TV industry. However, with the Internet and intelligence of TV, the value of Internet TV services in the content packaging and content distribution industry chain has begun to highlight, and mobile phone manufacturers have a natural right to speak in this regard.
Written at the end:
China's color TV industry is an industry with both opportunities and challenges. To survive and develop in such a complex environment, companies need to strengthen their own capacity building, not to mention newcomers with unique plans. Regardless of whether there are mobile phone companies entering the TV market in the second half of this year and launching new smart TV products, the TV industry is going through an unprecedented period of transformation and upgrading. How will the companies in it pass this big test smoothly?
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