The cross-border between the mobile phone industry and the television industry may become more frequent in the future.
Recently, it has been reported that mobile phone manufacturers such as vivo, OPPO, and Huawei are evaluating and researching the TV market and may officially announce their entry into the TV market. As soon as this news came out, it caused heated discussions in the industry.
These mobile phone manufacturers account for more than 70% of the mobile phone market. If they enter the TV field collectively, it may have a greater impact on the mobile phone and TV industries.
A few days ago, the relevant person in vivo denied the news when interviewed by a reporter from the Securities Daily. It said: "This is just a rumor, and there is no such news within the company." As for whether the company may enter the TV field, it said: "At present, vivo will still focus on the mobile phone industry."
However, industry insiders believe that it is possible for several mainstream mobile phone companies to enter the TV field. "TV is still the first platform and first entry point for users to obtain information. With the gradual saturation of the mobile phone market, manufacturers are no longer satisfied with the mobile phone market with fierce competition and approaching profit margins. The TV end cannibalize the TV market share and seize the flow entrance of the living room."
Mobile phone profits shrink TV as the next journey?Recently, news that mainstream mobile phone manufacturers such as vivo, OPPO, and Huawei are preparing to enter the TV market have been reported frequently.
According to related news, a person familiar with the matter disclosed that OPPO and vivo are currently evaluating and researching the TV market, and Huawei is no exception, and it may officially enter the TV market in the future. This move by mobile phone manufacturers may also be affected by Xiaomi's layout in this industry.
However, in an interview with a reporter from the Securities Daily, the relevant person in charge of vivo denied the news. And OPPO insiders also said that the news is limited to "rumors."
Although some mobile phone manufacturers denied "making TV", the news that they were "entering the TV market" collectively at this time was not groundless.
Data show that domestic mobile phone brand shipments in the domestic mobile phone market in the first half of the year were 176 million units, a year-on-year decrease of 18.6%. Market competition has become fierce, and the profit margin of the smartphone industry has been shrinking. Manufacturers such as OPPO, vivo, Huawei, Xiaomi, and OnePlus are competing in a shrinking mobile phone market, and there is an urgent need to open up new businesses and new markets to help the company out of the downturn. Taking smart phones as the center and extending products to smart homes is regarded as a safe and feasible development direction for enterprises.
At the same time, in recent years, the TV market has become active. Internet giants such as Baidu and Alibaba regard smart TVs as another important entrance to the Internet other than mobile phones and are actively deploying them. Mobile phone manufacturers have also seen this market space and opportunities.
Zhang Jianfeng, deputy secretary-general of the China Household Electrical Appliances Association, said: “It is very likely that mobile phone manufacturers will enter the TV field. The operating rate of TVs is 34%, and there is a huge and fixed consumer group. In recent years, young people are also returning to TV screens. These are what mobile phone manufacturers are looking for. At present, OPPO, vivo, Huawei and Xiaomi, which have entered the TV field, are the top mobile phone manufacturers in the global market. They have relatively complete channels and after-sales systems, and to a certain extent, they also have access to TV. Market conditions."
Is there a sign of doing TV?In fact, several major mobile phone manufacturers have already taken action in the TV field.
Huawei and Skyworth have previously launched a 55-inch 4K TV-Coocaa Honor A55 TV. Huawei has also made it clear that it will not enter the field of professional smart homes including refrigerators and washing machines, but will do some connected products, including routers and TVs. Boxes, etc. As for the TV field, it is in the testing stage.
Recently, OPPO has taken over 20 patent portfolios of American audio giant Dolby Laboratories into the bag, and is actively engaged in patent layout, which is regarded by the industry as or is preparing to enter the TV industry. OPPO has also launched digital mobile TV before.
Communications industry observer Xiang Ligang believes: "The current TV market is relatively stable, and there is limited space for outsiders. The entry of mobile phone manufacturers will intensify competition in the TV market. However, mobile phone manufacturers extend to TV and other fields on the basis of mobile phones. Increasing sources of income can also support multi-screen interaction and pave the way for the layout of the smart home industry."
"The television industry has entered a period of in-depth adjustment after entering the era of large screens. Traditional manufacturing companies, content providers, and mobile phone manufacturers have frequently cross-bounded and cooperated. The future market situation will be multi-screen coexistence." Zhang Jianfeng said.
Is it difficult to copy or OEM mobile phone model?Under the cover of the trilateral forces of traditional TV companies, Internet giants, and mobile phone manufacturers, the living room will undoubtedly become the most tragic battlefield.
At present, the fierce competition in the TV field is no less than that in the mobile phone market. If Huawei, OPPO, vivo and other manufacturers enter the TV market, they will inevitably compete with TV brands such as Hisense, Skyworth, TCL, Changhong, and Xiaomi, which requires companies to have differentiated competitive strength. At the same time, the model of mobile phones cannot usually be replicated on TVs. Smart phones have high cost-effective advantages in the market. The main reason is that their components are upgraded and replaced quickly. It only takes half a year for a single chip to go from research and development to mass production. After mass production, components The price is easy to reduce, and the obsolescence and replacement of traditional TV components are slow, and there is little room for arbitrage. It can be seen that the price and output of the screen are the key to the cost. If the scale cannot be expanded, the cost of TV production for enterprises will be very high.
Regarding the model that mobile phone manufacturers may adopt in the field of home appliances, Zhang Jianfeng believes that "mobile phone manufacturers do TV and TV companies have different thinking modes and methods. Mobile phone manufacturers pay more attention to user experience and content when they do TV, while TV companies are manufacturing The industry has a strong advantage and pays more attention to the manufacturing level of the whole machine. The future development trend of the industry will be the in-depth cooperation between the two. Mobile phone manufacturers will not enter the home appliance manufacturing field rashly, but more of them will adopt the foundry model. Cooperative layout of home appliance manufacturers. This is currently the most effective way for mobile phone manufacturers to enter the TV field. If mobile phone manufacturers operate the color TV market alone, they will encounter problems in talents, technology, and services, and the risk of going alone will be very high."
"In the future TV market, companies from all walks of life will cross-border and integrate development. At present, both mobile phone manufacturers and home appliance companies are exploring how to capture users and grab control of the terminal. In the era of smart homes, this The phenomenon will be more obvious." He said.
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