Will the cross-border of mobile phone manufacturers re-shuffle the TV industry?
Text: Xiao Man
In recent years, mobile phone manufacturers have frequently entered the home appliance market, especially in the TV field. As early as 2013, Xiaomi released the first generation of smart TV. Later, in addition to the announcement of the launch of smart TV in 2018, and recently released the glory of “Smart Screen”, Huawei also has plans to launch smart screens.
However, the "2019 China Household Appliance Industry Semi-annual Report" shows that China's color TV market has been in a weak state, so why are major mobile phone manufacturers still choosing to enter the TV field?
Lei Feng net note: The picture shows the glory wisdom screen
Users don't lack TV, but there is a TV with new technology.
Last month, China Household Electrical Appliances Research Institute released the “2019 China Household Appliance Industry Semi-annual Report”. The report shows that in the first half of the year, the domestic color TV market volume and price dropped, and the average price of the whole channel was only 2,803 yuan, down 8.6% year-on-year. In the fierce price war, the retail sales of the domestic color TV market in the first half of the year fell by as much as 11%.
There is a fierce price war in the color TV market competition, and homogenization competition is one of the reasons that cannot be ignored. TV industry "Da Niu"; CTO Wang Zhiguo said in the speech of the 2019 Global Artificial Intelligence Technology Conference: "The homogenization competition of the entire color TV industry is too serious, and it has been highly competitive by five or six companies. status. ”
According to the analysis of the report, the current domestic appliance consumption has shifted from satisfying the functional consumption that is just needed to the quality consumption that meets the demand for improved and hedonic demand. Therefore, despite the weakening of the ordinary color TV market in the first half of the year, new technology products have not been affected. The year-on-year growth rates of 8K TV and laser TV are as high as 237% and 131% respectively.
As can be seen from the data, our family does not need TV, but does not need TV products without new technology. Moreover, it can be seen from the growth of new technology TV products that there is a large demand for new technology TV products in the TV market.
In addition, from the TV operating system, the TV operating system has a lot of room for development compared to the mobile operating system and computer operating system in a stable state. In the smartphone operating system, the Android system and the iOS system are divided into the world; in the computer system, Windows is the only one, followed by macOS; and in the smart TV operating system, there is still no system that occupies the majority of the market share.
At present, smart TV operating systems include Apple TV, Android TV, Samsung Tizen, LG WebOS, etc., while Apple TV, Samsung Tizen, and LG WebOS are limited to use by their own smart TV products; currently only Android TV & mdash; — Skyworth, Hisense, and TCL are all used.
Recently, Huawei, with the entry of Hongmeng OS, has added a new dimension to the smart TV system. On August 10 this year, Huawei's brand glory released the first device equipped with Hongmeng OS —— glory wisdom screen. Regarding the introduction of the smart screen, Zhao Ming, president of glory, said that the smart screen is not the TV, but the future of the TV. The entry of the glory and wisdom screen of Hongmeng OS also means that the competition between TV operating systems has just begun.
TV is a perfect entry channel for the future Internet of Things
The major mobile phone manufacturers have entered the TV industry. They are not limited to the production of color TVs, but focus on the smart Internet of Things home behind them; this is from Huawei’s “1+8+N” strategy and the article of founder Liu Zuohu. You can see one or two.
Recently, He Gang, president of Huawei's consumer mobile phone product line, announced the "1+8+N" full-scenario strategy for 5G era at the MWC conference. Among them, “1” is a mobile phone; “8” is a top-level business for tablets, TVs, stereos, glasses, watches, car machines, headsets, and PCs; “N” refers to mobile office, smart home, sports health, audio and video The expansion of entertainment and smart travel across all major sectors.
It is worth noting that this strategy was previously published by Huawei for IoT products. The original eight categories were PC, tablet, wearable, HD, AI speakers, headphones, VR, car & mdash; — no TV. Huawei has added TV as one of the eight major businesses to the "1+8+N" full-scenario strategy. It can be seen that TV has become an important part of Huawei's expansion of its strategic map.
The same choice of TV as a way to enter the Internet smart home field. One plus CEO Liu Zuohu published an article in 2018, "A Better Technology Life. What else can we do besides smartphones? In the article, Liu Zuohu announced that he is about to enter the TV industry:
Looking forward to the next five years, we are very convinced that with the development of technologies such as 5G and AI, the future scene of family smart life will be very different from the present, and the family and other life scenes will be “seamlessly connected”. With a strong curiosity and expectation for the future, we hope to join the Internet smart home field with an explorer's attitude and contribute to the most important smart devices —— smart TV.
It is not unreasonable for Huawei and OnePlus to choose TV as a breakthrough in entering the Internet smart home. In recent years, the interaction between TV and mobile phones has become stronger and stronger. Mobile phone manufacturers want to expand the Internet of Things home map, and TV is the best choice. Previous analysts believe that in the future, TV will be the most frequently interacting device with smartphones and users.
If TV becomes a smart home control center, the TV is intelligent, and the whole house will be far from intelligent?
From Huawei's “Glory Smart Screen” and the upcoming release of Smart TV, they are moving towards high-tech and intelligent, rather than joining the home appliance industry. “Price war” .
Known as "the future of TV", the glory wisdom screen is not only equipped with Hongmeng system, but also equipped with Haisihong 818 smart chip, HiSilicon NPU chip with AI lifting camera and Hisilicon Hi1103 WI-FI chip; Screen interaction and interaction capabilities. In addition, there are reports that one plus TV may be equipped with a 4K HDR screen, equipped with a research and development image processing chipset and algorithm, pre-installed a new large-screen operating system.
Expand product eco-chain and enhance brand potential
At present, the mobile phone market has become saturated, and it is more and more difficult for a single mobile phone business to enhance brand potential. Therefore, mobile phone manufacturers can only create a product network related to the mobile phone business if they expand their product eco-chain and create a personal brand product ecosystem. The earliest entry into the television industry is the most authentic portrayal.
Since the release of the first generation of smart TV in Xiaomi in 2013, Xiaomi has been in the TV industry for 6 years. In addition to continuing its role in the mobile phone field, Xiaomi has also worked hard on mobile phone users' bases, systems and app sophistication to make it stand in the TV field.
Later, Xiaomi has a unique position in the TV industry; in the first half of 2019, Xiaomi TV's shipments and sales in China exceeded 4 million units, ranking first in the domestic market.
However, in fact, the TV business is just the tip of the iceberg of mobile phone manufacturers eroding traditional home appliance companies.
Lei Feng net note: The picture shows Xiaomi TV
Based on the eco-chain model, Xiaomi has invested in startups such as lighting, air purifiers, water purifiers, rice cookers, etc. These entrepreneurs rely on Xiaomi’s brand and channels to support traditional home appliance companies in their respective categories. market share. In 2019, Xiaomi extended its tentacles to air conditioners, washing machines and other categories.
Xiaomi's IoT equipment has Xiaomi's IoT module, which is connected to Xiaomi's control hardware (Millet TV, Xiaomi mobile phone), and finally connects to the Internet and other IoT devices through the Xiaomi IoT cloud platform. From Xiaomi mobile phone to Xiaomi's ecological chain products, Xiaomi has become the hardware entrance of family smart life. The connection, use and update of smart home equipment are all done through Xiaomi; and Xiaomi's brand potential energy is also continually accumulating relying on its strong product ecological chain. .
For the mobile phone manufacturers such as Huawei (and its brand glory) and Jiajia, which are about to enter, it is inevitable to expand the product ecosystem. From the strategic layout of Huawei's "1+8+N", it can be seen that the mobile phone business from smart phones to other categories is also the direction of its ecological chain. Therefore, in order to expand the ecological chain and create a brand ecology, it is reasonable for mobile phone manufacturers to enter the TV industry.
From the current situation, Xiaomi took the lead in the TV industry, Huawei, one after another, there are rumors that OPPO will also join. It can be seen that after the smart phone, the TV field is gradually becoming the "land of the mobile phone manufacturers", and the cross-border of mobile phone manufacturers will let the TV industry reshuffle?