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The TV operating rate has dropped to 30% in three years. Huawei’s “shuishui” or “find the air”

via:CnBeta     time:2019/7/16 7:01:18     readed:84


Huawei Mall

No specific parameters were announced, and the price segment was not announced. Even the content related to the product information was not revealed. Zhao Ming only used the PPT to describe the function of the "smart screen". He said that this product can put all the surrounding areas of the family. The devices are connected together to become a new family center, with the goal of becoming a home audio and video entertainment center, information sharing center, control management center, and multi-device interaction center.

When talking about how to coordinate the relationship between home appliance manufacturers, Zhao Ming said, "We are not doing traditional TV. Before we did some TV chips, we also served the TV industry. This time we did the design of the whole machine, I hope to put these Ability to share with the entire industry."

The road with wisdom and big screen is already very crowded.

A home appliance manufacturer who did not want to be named told reporters that AI technology will bring a more natural interaction, more personalized and immersive experience to the TV industry. In the smart home, smart TV is also expected to become the high-quality big screen entrance of the whole smart home, almost every home appliance manufacturer is in the layout.

Dong Min, a senior observer of the consumer electronics industry, told the First Financial Reporter thatHuaweiThe entry of the system will first redefine the large-screen hardware and catalyze the evolution of large-screen products such as TV. In terms of optimism, it may correct the market-based competition mode of the industry. It is hoped that the pricing and competition system of Huawei will change the dilemma of low-profit and negative-profit operation of the industry. In addition, it will aggravate the survival of the fittest of the industry players, and it is very likely to reshape the brand structure, but it does not mean that Huawei will lead. "Smart Big Screen is very crowded on this track. The first thing to consider is not to lead, but not to be squeezed."

Traditional squid in the television industry

As more and more young people begin to choose to passMobile phoneWhen the tablet is watching a video program, the TV is being forgotten by young people.

According to data from Ovi Cloud, the retail sales of the TV market in the first quarter of 2019 was 12.02 million units, down 1.1% year-on-year. The retail sales volume was 34.9 billion yuan, down 13.1% year-on-year. According to the total data released by Zhongyikang, the retail sales of color TV market in January-May decreased by 4.2% year-on-year, and the retail sales decreased by 13.6%. Overcapacity in the color TV industry, reduced market demand, and saturated market capacity have caused the industry to fall into a downturn in recent years. From January to May, the cumulative average price of the market was only 2,986 yuan, which was less than 3,000 yuan.

The sharp fall in prices, while the average size is still growing, which means that the local price war is more intense. During June 18 this year, the average price of a 32-inch product was as low as 699 yuan. The low price competition has led to the decline of profits. The annual reports issued by color TV companies show that profit margins are falling year by year, and the operating pressure of color TV enterprises is increasing.

“The average daily operating rate of TV sets has dropped from 70% three years ago to 30%. Consumers over the age of 40 have become mainstream people watching TV.” A person in charge of TCL at a recent meeting Said that the growth of the television industry needs a new model of driving.

Zhao Ming, president of Glory, said at the communication meeting on the 15th that in the past, television was the center of the family and the gateway to discovering the world and getting information. Today, mobile phones are used to understand everything, and television is left with entertainment. "By accumulating technology and experience on mobile phones, we hope to use innovative technology to accelerate the evolution of TV and make the big screen more attractive."

In a subsequent interview, Zhao Ming told reporters including the First Financial News that a few years ago, Huawei and Glory clearly did not make traditional TV. We are not trying to kill the Red Sea market into a bloody sea. Breakthroughs in innovation, experience and experience.

“Our investment in a single model may be greater than a company's investment in the entire TV category. When we entered the industry, we found that the industry's R&D investment and innovation were less than we thought.” Zhao Ming told reporters Said that I hope to use a type of product to bring the user back to the big screen from the mobile phone. The release of the smart screen category is actually a beginning. The specific application scenario will be said in the future. You can think of it as a mobile phone that is magnified 100 times. From this perspective, it is possible to understand the rationality of the smart screen as a family center.

“Glory can bypass the color TV Red Sea and still need to see the product connotation.” Peng Xiandong, general manager of the consumer electronics division of Zhongyi Kang’s home appliance business group, told the First Financial Reporter that glory, including Huawei, plans to circumvent the television, the Red Sea, with the intention. Open up a new category, this time called the smart screen,JingdongIt is also complemented by its product category. However, there are concepts. In fact, if you want to open up a new category of big screens, you may still have to look at the true meaning of the products after they come out.

“When the 5G era is coming, IoT (Internet of Things) becomes a reality, and the center of the Internet of Things needs a center of computing power. All devices in series are automatically used to perform functions for human services. From all current home devices, TV or other large screens Also, it is the most promising equipment for the family edge computing center.” Peng Xiandong said that on the basis of the functions of the family edge computing power center, the big screen also needs to open up new functions and surpass the original TV part. On the whole, glory brings a good start to the industry, but ultimately it depends on which direction all products are moving.

Dong Min told reporters that Huawei's smart life lacks a large-screen hardware at the center. At least in the moment, TV is still an excellent entry point for the Internet in the living room. Therefore, choose a closed loop to form an ecological. And its extended category of consumer electronics is also a way to realize the value of the brand.

"Hong Meng" or become the biggest highlight

After several rounds of iterations in the television industry, the intensity of competition has not diminished.

Zhang Hong, research director of Qunzhi TV Industry Chain, told reporters that under the overall economic downturn, sales and sales in the domestic TV market are expected to decline this year, and competition is becoming increasingly fierce. In general, China’s market demand growth momentum is insufficient. Consumer purchasing power and the stickiness to TV are declining, brands are scattered, control over channels and prices are declining, and the industry situation is not optimistic.

"The mainstream price segment of the Chinese market is below 3,000 yuan, accounting for more than 70% of the overall market share. The products are mainly low-end and low-end products, and the mid-to-high-end products are less equipped. The brand operators' operations and profits are facing severe challenges. The market share above RMB is less than 10%. In the Chinese market, products above 5,000 yuan have reached the mid-to-high end level.” Zhang Hong told reporters.

Zhu Yuanyuan, general manager of Avi Cloud (AVC) Consumer Electronics Division, told the First Financial Reporter that the competitive pressure of the high-end color TV market of more than 6,000 yuan is not small. Ovi Cloud's omni-channel total data for the first half of 2019 shows that the domestic market share of high-end TVs above 6,000 yuan is 7.9%. Among them, Skyworth and Sony launchedOLEDTV new products, TCL launched 8K LCD TV,HisenseThen I am pushing a laser TV.

"From the perspective of technology, Huawei and glory are not expected to push OLED, 8K, and laser TV at once. It is possible to try 8K products, but we have not seen the prototype yet. From the price point of view, Huawei and glory will have better wisdom than ordinary ones.4KLCD TVs are more expensive. With brand power and technology reserves, it is expected that Huawei and glory will grab some high-end color TV market share. Zhu Yuanyuan said.

The news that the reporter got from Huawei is that the biggest selling point of the "big screen" products comes from the Hongmeng system, which will be officially announced at the developer conference in August.

Previously, Huawei's consumer business CEO Yu Chengdong had confirmed to the First Financial Reporter that the fastest time for Huawei OS to be available is this fall, and at the latest in the spring of next year. Huawei's OS has opened up mobile phones, computers, tablets, TVs, cars, smart wear, unified into an operating system, and is also compatible with all Android applications and all Web applications.

For Huawei, if the experience in the mobile phone industry can be copied to the TV field, there will be a chance to achieve greater success.

Zhang Hong told reporters that in the context of the gradual saturation of the mobile phone market and the IoT eco-chain of mobile phone brand layout, many mobile phone manufacturers have planned to enter the TV industry in the hope of broadening their business and improving the ecological chain.

"However, mobile phone manufacturers will face multiple challenges when they enter the TV industry. First, the market characteristics, eco-chain and supply chain of TV and mobile phones are very different. There are huge differences in the brand's ecological chain and operational strategy requirements. Second, the TV industry. Demand growth is weak, and if you win the share of traditional brands in a saturated market, it will face greater challenges. Finally, how to maintain profitability in the TV business will be the biggest challenge for manufacturers.” Zhang Hong said.

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