"It is expected that three mobile phone companies will enter the color TV market in the second half of 2018, which will set off a new round of enthusiasm." Zhu Yuanyuan, deputy general manager of AVC's black power division, revealed. According to media analysis, the three mobile phone companies are Honor, Vivo, and OnePlus. So far, the latter two have not yet reported the latest news, but the news about the layout of Huawei's TV business has been rampant.
In addition to previous media speculation and argument analysis, CBN News yesterday also reported that Huawei has reset the TV project team and conducted research on the hardware and UI levels; the Huawei TV project team is currently recruiting people and is also working with upstream panels. Business contacts.
At the Huawei Global Partners and Developers Conference on June 22 this year, Yu Chengdong elaborated on Huawei’s new consumer business strategy, namely the "full-scene smart life ecological strategy". As we all know, full-scene smart hardware includes mobile phones, tablets, PCs, Wearables, TVs, speakers, car machines, and pan-IoT lighting, security, monitoring, etc., have built several major scenarios for automobiles, homes, offices, and sports and fitness. In terms of building a smart life ecology, Xiaomi and LeTV, which was once the best in the past, are making TVs. Now, it is not surprising that Huawei, which also wants to build a smart life ecology, wants to do TV. After all, TV is a key part of smart life. Moreover, Yu Chengdong said that TV is needed in terms of building a full-scenario smart life ecological strategy.
Huawei does not have any advantages when it comes to TV. After all, in the past two years, Huawei HiSilicon’s innovative achievements in the field of video chips are obvious to all. The relevant person in charge of Huawei HiSilicon said that HiSilicon’s video codec chip system is very comprehensive, ranging from 65-nanometer 3518A to 28-nanometer 3519. The chip products cover the consumer market, commercial market and industry market, with resolutions ranging from D1 to the latest. 4K, frame rate up to 60fps.
Related data show that before 2010, domestic self-developed chips were basically in the prototype or self-use stage, and market acceptance was extremely low. At this time, domestic chips accounted for only about 1%, and foreign chips accounted for more than 95%. By 2017, the share of domestic chips in the Chinese market has increased to about 60%, while the share of foreign chips has dropped to about 35%. Among them, Huawei HiSilicon occupies more than half of the domestic market. Its self-developed ultra-high-definition smart TV core chips shipped nearly 10 million in 2016, and it has entered the supply chain of six major domestic color TV manufacturers, including Sharp, Hisense, Konka, etc. All brands are using Shanghai Sichip.
Zhang Yi, chief analyst of iiMedia Consulting, said that Chinese companies represented by Huawei HiSilicon and Vimicro Electronics are emerging. Huawei HiSilicon’s "counterattack" in the field of video chips has broken the monopoly of foreign giants and reduced the overall high-end chips. The price puts "China Chip" in many brands of products.
There is a chip advantage, according to Peng Xiandong, general manager of the consumer electronics division of China Yikang, "Huawei began to understand the color TV market as early as 5 years ago, and recently communicated with some TV panel manufacturers." No wonder he wants to say, " It’s not surprising if Huawei does a TV."
The overall industry downturn has difficulty for Huawei to make TVsDue to the continuous fluctuation of upstream panel prices in the past two years, the overall color TV market has been in turmoil and market competition is fierce. According to the total data of Aoweiyun.com's omni-channel push, the color TV market in 2016 exceeded 50 million units for the first time. In 2017, the color TV market experienced the largest decline in history, that is, the retail volume was 47.52 million units, a year-on-year decrease of 6.6%. In 2018, the price of upstream panels dropped significantly compared to 2017. The color TV market in the first half of the year showed a trend of "volume increase and decrease". The specific retail volume was 22.6 million units, a year-on-year increase of 3.6%; the retail sales scale was 72.5 billion yuan, a year-on-year decrease 2.0%.
Zhu Yuanyuan believes that in the first half of 2018, China's color TV market lacked growth momentum in a complex environment, which was manifested in volume growth and decline. The growth of retail sales in the first half of the year was only a recovery growth, and the price war was the biggest dilemma for China's color TV market.
In such a sluggish market environment, Huawei's entry into the TV industry inevitably has certain risks. First of all, from the perspective of channels, online channels have grown rapidly, and offline channels have declined severely. The data shows that in the first half of 2018, the sales volume on the color cable increased by 40.4%, and the sales volume increased by more than 20%; the offline market sales volume fell by 16.5%, and the sales volume fell by 13.3%. As far as Huawei is concerned, offline channels have obvious advantages, and online channels have yet to be further laid. If it attempts to use offline channels to promote TV sales, it will be very difficult. Secondly, compared with well-known TV brands such as Changhong, Konka, Skyworth, TCL, Hisense, Sharp, Sony, and Samsung, Huawei, as a TV company, has a low degree of brand recognition, which makes it difficult to impress consumers in the short term and make them want to buy. In addition, data shows that the average profit margin of major companies in China's color TV industry in 2017 was only 1.3%. With the overall industry downturn and such low profit margins, Huawei may find it difficult to adapt to frequent price wars. Such a cruel and fierce "battlefield", after all, there is still a difference between mobile phones and TVs.
Some media have concluded that the smart TV field is in a state of "no big money can't be knocked out, and big money may not be a big splash." With a lot of money spent, some traditional brands are unsustainable, let alone new entrants. Of course, it does not rule out that Huawei's "wealthy wealth" really "smashed a big splash".
The communications equipment market, including smartphones, has passed a rapid growth stage. From the "All-Scenario Smart Life Ecological Strategy", it can be seen that Huawei is looking for new strategic industries. Up to now, Huawei has deployed home routers, home Internet and other businesses. . In the field of IOT (Internet of Things) and smart homes, smart large screens occupy an important position. The latest news is that Huawei may focus more on the layout of 8K displays in the 5G communication era (that is, the resolution is 7680×4320 pixels, and the current TVs on the market are mainly 2K and 4K).
In the 5G field, Huawei has indeed contributed a lot. In the first, second, and ongoing three-phase tests, Huawei has always maintained a leading position in terms of progress and performance. And in the first half of the year, Huawei has provided Internet of Vehicles technology for driverless cars. Autonomous driving and 8K display are both important scene applications of 5G in the terminal. If the news of Huawei's 8K TV is true, although the industry is risky, in terms of differentiated innovation, Huawei's layout that is one step ahead is a step." "Miaoqi", at least to find an opportunity that coexists with challenges.
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