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Smart Screen New War: Cross Border Acceleration Of TV Market

2020/5/1 15:25:00 0

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In late April, Huang Hongsheng, founder of SKYWORTH group, published two "redefining television" on the personal public account. As a veteran of television, Huang Hongsheng has been thinking about how to bring the TV back to the central position of the family. At the same time, he also revealed his heart: "the dilemma of TV development is also a microcosm of the traditional manufacturing industry under the new situation. The upgrading of technology and upgrading of hardware is not enough to reverse the declining trend of the industry. This has made me anxious for a long time, and I do not know how to break through the bottleneck.

This is also a problem that TV manufacturers in recent years are pondering. The business model needs to be solved. It is sure that the epidemic will hit again. This will undoubtedly add to the industry. The global color TV market in the first quarter of 2020 will be as cool as expected.

Trend Force Optoelectronics Research (Wits) View) the latest report shows that in the first quarter of this year, TV brand shipping was affected by the global spread of the new crown pneumonia epidemic. Not only did the TV industry supply chain seriously lack of jobs and shortages, but also in order to prevent the spread of the epidemic, various countries had implemented different scale of the "sealed city" method to restrict the public's going out, so the television stations in various places were shutting down seriously. At the same time, the global stock market was affected by the epidemic, which caused a sharp fall in consumer sentiment, leading to a sharp decline of TV shipments in the first quarter of 32%, with a shipment volume of 44 million 800 thousand units, the first time the first quarter recession reached 10.2%.

In the predicament, this year's TV market is even more lively. Since April, TV manufacturers have been holding a press conference. Big screen, 8K and AIoT products are showing up. The mobile phone companies have not stopped the pace of cross-border activities, and more and more participants. HUAWEI will continue to push the concept of smart screen. What kind of new order will emerge in the new round of innovation competition?

At present, the TV market has great pressure on supply and demand. Gan Jun photo

TV supply and demand pressure gradually recovered in the two quarter

At present, the TV market has great pressure on supply and demand. On the one hand, although China's supply chain has basically recovered, the overseas epidemic still affects shipments. On the other hand, the epidemic has also weakened the demand for global televisions. However, from the domestic situation, the online sales in the two quarter are partly structural warming. Suning.com told the twenty-first Century economic news reporter that the 418 Shopping Festival data show that the sales volume of 75 inch and above large screen color TV sales Year-on-year growth of over 339%.

According to the data of Wits View, the top five brands in the first quarter did not change much. Samsung Electronics, LG electronics, TCL, Hisense and millet were listed as follows. Among them, the two Korean brands are mainly from Europe and the United States, but they have been spread to Europe and the United States since March, and the demand has been greatly reduced, which has affected the shipping performance in the first quarter. Samsung Electronics shipped 10 million 100 thousand units in the first quarter, a 27.9% decline in the quarter, and a 20.1% decline in shipments of LG electronics, with only 6 million 410 thousand shipments.

In February, the Chinese brand was delayed by the domestic epidemic, which resulted in severe challenges to production and shipments. Among them, shipments of millet in China still had a proportion of more than 7, making the shipments in the first quarter shipments slump up to 37.1% and 26 million 900 thousand shipments.

In contrast, TCL and Hisense have benefited from the active layout of overseas markets in recent years. At the same time, they showed flexibility in adjusting orders flexibly. When domestic demand was reduced in February, overseas orders could be used to make up for the shortfall. After entering March, the epidemic situation reversed at home and abroad. TCL and Hisense also pulled up domestic orders to maintain overall shipments.

As a result, TCL shipped 42 million 300 thousand TV sets in the first quarter and 20.2% in the quarter, the lowest in the top five brands. Hisense, a sponsor of the European Cup national football tournament this year, originally planned to actively increase shipments overseas in March, and eventually delayed the event for a year due to the outbreak of the epidemic, resulting in a significant reduction in Hisense's export shipments, resulting in a 22.7% decline in shipments and 38 million 500 thousand shipments in the first quarter.

From the first quarter results of the TV manufacturers that have been released, there are a few unhappy families. In April 29th, Konka's latest financial report revealed that the new coronavirus pneumonia affected the company. After the Spring Festival holiday, there were problems such as insufficient factory operating rate, increased labor costs, blocked logistics supply and declining market demand. Business income dropped sharply compared with the same period last year, and the competition in the listing market intensified, and the fixed cost expenditure was hard to drop. It appeared in the first quarter of 2020. The extent of the loss is attributable to shareholders' net profit loss of 220 million yuan.

On the same day, Hisense electric released the first quarterly report after renaming Hisense video, with a revenue of 6 billion 764 million yuan during the period, a decrease of 11.26% over the same period, and a net profit of 51 million 370 thousand yuan, an increase of 91.79% over the same period last year.

The good news is that the next 618 Shopping Festival will stimulate users' needs, and Tmall, Suning, and many other businesses are heavily subsidized by household appliances. However, WitsView pointed out that as the demand for overseas market is constantly under repair, even if the second quarter Chinese brands will enter the stocking period of 618 e-commerce promotions in the first half of the year, the extension of overseas brands by international brands is often seen as a stoppage. In the case of effective control of the epidemic, shipments of TV brands in the second quarter are again down by 2.8%.

However, compared with the first quarter, the expected decline has narrowed rapidly. Zhang Hong, director of TV research at Sigmaintell TV, told the twenty-first Century economic news reporter: "because the stock market in the two quarter has been stocked on 618 lines, the attitude towards the stock market is relatively positive. As the epidemic has been effectively controlled in the Chinese mainland market, we believe that the market demand in the third quarter will be better. Although shipments from sell-in should be down compared with the same period, there is a marked recovery from the link.

Mobile phone companies cross border smart screen melee

Although the downturn in the TV market is normal, catfish are constantly appearing. HUAWEI, millet and OPPO have all entered the market. TV producers are beginning to upgrade, and the market is quite lively.

In April 27th, SKYWORTH unveiled the mobile public screen Swaiot PANEL mobile smart screen at the new product conference. It was used to connect with and connect with TV. At the same time, SKYWORTH and vivo could join in the operation of mobile TV, and called for more manufacturers to join the UPP open protocol.

In April 18th, Konka released APHAEA, a high terminal brand, emphasizing smart strategy. In April 16th, Hisense released a total of 30 new products, including the laser TV L system, the ultra quality TV U, the tide technology X department and the AI TV A system. Earlier, TCL's spring conference stressed the whole scene AI, launched three TV products to cover AI, high-end, cost-effective and other dimensions.

The mobile phone companies are still very active. This year, HUAWEI terminals released the OLED smart screen for the first time, and entered the more high-end TV category. This has also become the most expensive consumer product of HUAWEI terminal, with a price of up to 24999 yuan, triggering discussions within the circle. But it is understood that HUAWEI's smart screen sales were not high last year, and how to break through this year is also the focus of the industry.

It can be seen that, first, high-end, large screen and intelligent is the consensus of manufacturers. With HUAWEI's propaganda smart screen, the label of smart screen will continue to be strengthened. Although TV manufacturers began to explore intelligent interaction very early, it can not be satisfactory from the perspective of consumer experience. Will the unified hardware and software ecosystem of mobile phone manufacturers bring experience reconstruction? The new round of smart screen competition will accelerate.

Second, from the case of SKYWORTH and vivo, TV manufacturers began to join hands with mobile phone manufacturers to change the user experience and interaction form of TV. Even though SKYWORTH has launched its own control panel, it is also a feasible path to try with mobile phone companies. No matter how the ecosystem is fragmented, it is a good sign to try to make mobile phones better control TV.

Zhang Hong also said: "from the new products released by these TV manufacturers, first of all, the layout of this high-end product is more positive. On the one hand, the layout of the new technology like OLED is more radical, and more manufacturers are joining the OLED TV camp. Like HUAWEI this year, including the future millet, there are also plans for OLED products. In addition, there are many designs for technical performance, for example, to enhance human-machine interaction. Products including cameras and rotatable televisions, like TCL, are similar to larger mobile phones, and have more layout in these areas. Because of the direction of the future TV, I think it may abandon the concept of traditional TV, it will serve as a hardware port of IoT, that is, an application port of the Internet of things.

Third, mobile phone manufacturers will continue to cross the border and join the war. According to press reports, OPPO will also launch new TV products this year. The current one plus TV is mainly sold in India. In fact, mobile phone companies have been crossing the border at that time. The cost of horizontal expansion is low, and TV is also the hardware to be done sooner or later. Television is not the worst choice, but also one of the most close to mobile phones. It can be said that television is a relatively conservative product strategy, but it can be developed in conservatism.

So how will the TV set change in the future?

In Zhang Hong's view, the Chinese market is still showing a clear trend of head aggregation. "The share of the top five brands still shows growth trend. More mobile phone manufacturers joined the TV camp last year. We think that in the long run it will have a greater impact on the future TV market structure, but this time will probably be difficult to see in the near one or two years. The main reason is that HUAWEI and millet have more advantages in the layout of Applied Ecology. They regard television as a port for their IoT operation, which has certain advantages in expanding the scale of the port, and it is worth looking forward to growth. They will make the whole Chinese market gradually change.

 

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