Farewell to the "frozen" 2017, Chinese color TV companies hold high the banner of AI (artificial intelligence) this year, and want to open up new development space.
There is a World Cup football game in 2018, which will be the "big year" of the color TV industry. TCL Group signed a football superstar Neymar on February 5 as an image spokesperson. Hisense is already the official sponsor of the World Cup in Russia, and 30-year-old Skyworth is also making big moves.
In the top ten of the global color TV industry, Chinese companies have occupied four seats. From the perspective of brand shipments in 2017, TCL and Hisense were third and fourth in the global color TV industry, respectively. Skyworth and Haier also entered the top ten. However, Samsung and LG are still the first two "mountains", and Sharp, which was "empowered" by Foxconn, is also actively attacking. Can Chinese companies win the World Cup in color TV?
At CES 2018, Skyworth demonstrated its self-developed AI picture quality chip, which has functions such as super 4K supplements. At the same time, its smart home has two display areas: one is based on the Google ecology, mainly facing the North American market; the other is based on the ecology of the Chinese market, connecting Skyworth refrigerators, air conditioners, washing machines, etc., and including various TV peripherals product.
In an exclusive interview with CBN during the CES, Wang Zhiguo, Dean of the Software Academy of Skyworth Group R & D Headquarters, said: "The AI ​​of Chinese color TV is a big trend. From partial use of AI functions to the complete abandonment of remote control in the future. TVs in the future will have a nose, Face-like, person-like anthropomorphic products. Skyworth's artificial intelligence layout will carefully select partners and make breakthrough innovations. The focus is to be able to truly abandon the remote control, improve, improve and facilitate our use of services in smart TVs. "
Speaking of the blueprint for the development of artificial intelligence, Wang Zhiguo revealed that Skyworth is expanding its home appliances business such as refrigerators, washing machines and air conditioners based on the advantages of televisions, and has basically completed its layout. In the next step, Skyworth extends to the content on the one hand, and to components, small appliances, and even kitchen and bathroom products on the other hand. They are automatically connected to the TV to complete the expansion into home entertainment and home service systems.
Huang Hongsheng, founder and major shareholder of Skyworth, has expanded its smart car business. Wang Zhiguo said that Skyworth hopes to extend from smart home to smart travel. After the self-driving technology is mature, the car will not need to spend energy to drive in the future, freeing up time to enjoy audio-visual entertainment services in the car, "All this stringing together constitutes the blueprint for Skyworth's AI development."
Matching with this, Skyworth's Kukai system has expanded from a smart TV operating system to a smart home operating system. "After consumers buy our TV, they can buy goods matching our TV on the TV to form a smart home ecosystem." Wang Zhiguo said.
Hisense is also "ambitious". On January 31, 2018, Hisense released the VIDAAAI artificial intelligence TV system in Beijing. Wang Zhihao, the chief scientist of Hisense Group, believes that the combination of artificial intelligence technology and smart TVs gives TVs the capabilities of speech recognition, image recognition, natural language processing, and machine learning. Based on the basis of big data, TVs have the user ’s “thinking ability†And "learning ability".
In Wang Zhihao's view, smart phones have penetrated into all aspects of audio-visual entertainment, transportation, knowledge education, smart homes, life services, information query, personal assistants, etc., but "smart TV coverage of life scenes is less than 10%", only covering audio and video Entertainment, knowledge education, etc.
To this end, Hisense is building an open ecological platform for artificial intelligence TV. VIDAAAI artificial intelligence system will open up 34 categories of users' clothing, food, housing, entertainment, and hundreds of mainstream life scene services. TV is no longer a simple audio-visual service. Takeaway, translation, taxi, hotel, ticket booking, shopping, encyclopedia, and other mainstream life services are all Can be achieved on the TV side.
TCL also has a layout. Wang Cheng, vice president of TCL Group and CEO of TCL Multimedia, admitted in a color TV industry summit in January this year that fragmentation had a great impact on the use of TVs, and the TV turn-on rate dropped and the TV boot time decreased. "TV has become a competition for time with other devices. From this perspective, TCL's competitors in the domestic market are not Hisense or Changhong, and may be mobile phones, WeChat, or Toutiao."
Wang Cheng believes, "Artificial intelligence brings more personalized application scenarios, which will significantly increase the user's stickiness to TV. TCL uses artificial intelligence to make the TV more accompany the user and understand the user. The future living room and bedroom , Toilets, bathrooms, kitchens and other scenes, there will be a living space for TV or display screen, it will bring more scene-style services. If these scene-style services can really help consumers solve some problems, I believe it is industrial New opportunities. "
At present, TCL Multimedia (01070.HK) has completed the reorganization of related assets. It will expand from the color TV business to mobile phones, home appliances (air conditioners, washing machines, refrigerators) and smart speaker businesses. (000100.SZ) holds 52.52% and plans to build an international TCL brand consumer electronics terminal industry group. This is a foreshadowing for the application of the TCL color TV business to the expansion of smart home scenarios.
Overseas expansionLeveraging AI, Chinese color TV giants not only focus on innovative applications, but also hope to speed up their expansion in overseas markets.
Interestingly, at the 2018 CES, the Chinese color TV giants that are actively expanding overseas markets have quietly "stayed" under different smart ecosystems.
For the intelligent voice engine, Skyworth chose Google Assistant, while Hisense chose Amazon's Alex. And TCL has always had in-depth cooperation with American streaming media service provider Roku.
Wang Cheng admitted that the large screen of the smart TV can better interact with people and is a new entrance to a more ideal smart home. But smart voice control alone is not enough, and an ecology is needed. TCL will choose a development direction that suits its own interests, "including Alex and Google can also cooperate."
Wang Cheng believes that the Chinese market has entered a mature period, and there is much room for overseas markets. In developed markets, Chinese brands have not yet entered the mainstream, and TCL is just getting started in the US market. Many developing markets, such as Southeast Asia, India, and Africa, have a large demand for small and medium-sized TVs, and Chinese brands have great opportunities.
In order to establish a more global and younger brand image, TCL Group announced in February that it officially signed the international football superstar Neymar as an image spokesperson, hoping to continue to expand its market share in the World Cup year.
Hisense signed in 2017 as the official sponsor of the 2018 World Cup in Russia. In November last year, Hisense acquired a 95% stake in Toshiba ’s color TV business for approximately 798 million yuan. Zhu Yan, deputy general manager of Qingdao Hisense International Marketing Co., Ltd., told the First Financial Reporter that he expects Hisense Group ’s overseas income to exceed domestic income for the first time in 2017.
Zhang Bing, research director of IHS China, believes that after Hisense acquired Toshiba, it can expand the market share of Japan and North America, and acquire Toshiba's technology on 8K and OLED TVs. The dual-brand operation will help Hisense truly become a global brand.
Samsung, LG, and Sony all displayed the latest products and solutions in the direction of artificial intelligence and Internet of Things at CES 2018. Industry insiders believe that Chinese companies need to develop at a faster rate to narrow the gap. Even in China, the world's largest single color TV market, the high-end market needs to continue to conquer. For example, Skyworth has ranked first in the sales volume of the Chinese OLED TV market, but the unit price is still far behind that of Japanese and Korean companies.
However, Li Zhao, a spokesperson for Skyworth Group, said with confidence: "Just as the Koreans recognize Samsung and LG, the Japanese recognize Sony, the Chinese will definitely recognize local high-end brands in the next five years."
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