For the general public, they all know that Huawei is the pride of the nation. It has been repeatedly called out by the United States to boycott Huawei. Even if you don’t use Huawei’s products, you will know that Huawei is very competitive by reading the news. Why else is it so jealous of the United States? For ordinary "pollen", Huawei's mobile phones are of good quality, regardless of whether it is the Huawei brand or the Honor brand, consumers are fairly satisfied. As for the senior "Pollen", Huawei currently has three major business segments: operator networks, enterprise solutions, and consumer terminals. They must purchase mobile phones, computers, and bracelets that are included in the terminals. And in the near future, the purchase list of senior "pollen" may have one more TV.
According to reports, Huawei has reset the TV project team and conducted research on the hardware and UI levels; the Huawei TV project team has recently been recruiting people and is also in contact with upstream panel vendors. Aowei Cloud Network, a data organization focusing on the home appliance industry, also predicts that in the second half of 2018, three mobile phone companies will enter the color TV industry, namely Honor, Vivo and OnePlus. However, the global TV market has just experienced a cold winter in 2017. According to statistics from Aowei Cloud Network, TV sales in the first half of 2017 have fallen by 11% year-on-year. This path Huawei has chosen does not seem to be easy.
Why does Huawei want to make a TV?As a global technology company, Huawei must know very well about the data of market research institutions. Huawei knows exactly that the TV industry is not a sunrise industry and knows the risks involved. So, why should Huawei be involved in insurance?
First of all, Huawei’s main product in the consumer terminal market, mobile phones, has gone from prosperity to decline. Before the arrival of 5G, the mobile phone market can be said to have peaked. Huawei needs a strong product to make up for this lack of growth. .
Secondly, the home appliance market is still worth taking risks for Huawei. According to statistics, the retail sales of China's home appliance market reached 1.7 trillion yuan in 2017, a year-on-year increase of 9.8%. With reference to the analysis of Xiaomi's development trajectory, the industry barriers for mobile phone manufacturers to cross-border TVs are smaller, and smart TVs have always been an important entry point for the home, and they are also a battleground for electronics manufacturers. In this way, it is understandable that Huawei chooses to make TVs.
In addition, unlike Xiaomi's TV, Huawei may focus more on the layout of 8K display (that is, the resolution is 7680×4320 pixels, and the TVs on the market are mainly 2K and 4K) in the 5G communication era. In other words, Huawei is focusing on the future market.
In the current TV market, 4K content display on home network is greatly reduced. If it goes up to 8K display, it will be a slide show. As BOE’s G10.5 high-generation line is put into production ahead of schedule, it means that the mass production of 8K panels is imminent, and the application of 5G will accelerate the popularization of TV technology. The promotion of 8K, popularization of 4K, and replacement of 2K will become the current industry. Downstream power point. The landing of the 5G network will accelerate the shortcomings of ultra-high-definition video content and provide users with richer and more exciting movie content. TV is one of the hardware outlets in the 5G era. Huawei has been working hard on 5G for many years and is bound to maximize its benefits. Based on this, it is understandable for Huawei to make TVs in the 5G era.
"Leading Lessons" for Mobile Phone Manufacturers' Incoming Home AppliancesIn the terminal market, Huawei’s mobile phones are the most impressive. Whether it is Huawei or Honor, they have already gained a certain degree of popularity worldwide. Therefore, Huawei's TV production can be attributed to mobile phone manufacturers' TV production.
Globally, there are many manufacturers that make both mobile phones and TVs. We select two companies that are similar to Huawei for analysis. One is the global TV leader: Samsung. In 2017, Samsung accounted for one-fifth of the global TV market. . The other is the upstart in the TV industry: Xiaomi, which accounted for 1% of the global TV market in 2017. The two of them represent two different TV development models.
Samsung is Huawei's goal after entering the TV industry. Its TV strategy has two main points: one is to switch from "quantity" to "profit" starting in 2017; the other is "big screen". Samsung TV shipped 18.32 million units in the first half of the year, a year-on-year decrease of 1.5%. Although the number of shipments declined, the shipment area increased by 5.5% year-on-year. In order to meet the surge in global demand for large-size TVs, Samsung has adopted a "dual track" business strategy: producing quantum light emitting diode (QLED) and micro light emitting diode (Micro LED) displays. From these two points of view, the situation that Huawei faces in the TV market in the future is basically the same as the situation it faces in the mobile phone market today: the shipment volume is determined to surpass Samsung, and its products will also use Samsung screens.
And Xiaomi can also be regarded as Huawei's master, after all, they are advanced in the field. On June 21st, when the Xiaomi Group held a roadshow in Hong Kong, Lei Jun said that the current monthly active users of Xiaomi TV and Xiaomi Box have reached 13 million, and they have huge commercial potential. Lei Jun is not bragging either. According to the survey report, the total online and offline shipments of Xiaomi TV surpassed all brands in April 2018, ranking first in China. And what do you rely on to achieve such results? Xiaomi's official reply is the "triathlon" (hardware, Internet services and new retail) business model, but the market really recognizes Xiaomi's price/performance ratio. The hardware is good and cheap, so there will definitely be one. Huawei uses the Honor brand as a "pioneer", and Xiaomi's cake is the first to move.
Judging from the current trend, the future focus of the global TV market is the big screen. According to data from Aowei Cloud Network, the size of the color TV market is divided by 55 inches. The market share of products below 55 inches has declined across the board, and the market share of products 55 inches and above continues to rise. In terms of price, the global TV price trend is high and low, and high-end market prices continue to rise. According to statistics, in the first quarter of 2018, 6000+ products accounted for 4.8% of the market, an increase of 1.5 percentage points from the same period last year. The low-end market is a strategy of small profits but quick turnover. According to rumors, Huawei is exploring the market first through its glory. After the exploration is completed, the Huawei brand will launch a higher-end smart TV in the future. The running system is likely to be a customized version of Kirin OS, and it will also be compatible with Android APP. Huawei smart TVs are also available in dual versions, one is a 65-inch high-end positioning, and the other is a 43-inch positioning entry. If Huawei’s strategy is achieved as desired, with the appeal of the Huawei brand, traditional TV manufacturers such as Hisense, Changhong, and TCL may have headaches. As some media have said, Huawei is a “spoiler†that cannot be ignored in the TV field.
If Huawei really sells TVs, would you buy one?
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