Are the top mobile phone brands crossing over to the smart large-screen market a brave move or a desperate attempt?

I don’t know since when, smart TVs have become a hot commodity for mobile phone giants.

　　The first to open up the market was Xiaomi, whose "high cost-performance" model was quite effective, and it won the first place in sales in the Chinese market in 2019.

　　Subsequently, Huawei and Honor entered the smart TV market with full force, calling it "smart screen". From the current development direction, Honor Smart Screen focuses on the interactive experience of smart home, while Huawei Smart Screen focuses on the top audio-visual experience with high picture quality and high sound quality. There is a certain difference in communication, but the purpose is the same, which is to transform towards the direction of full-scenario intelligence and realize the comprehensive upgrade and value enhancement of the large-screen display industry through innovation.

　　Huawei's move has undoubtedly brought a lot of imagination to the industry. It has not only attracted traditional TV companies to launch products such as "smart screens" and "social TVs", but also attracted many mobile phone giants.

　　Starting from September 2019, OnePlus officially launched the Q1 smart TV in overseas markets, including India and the United States, but has been slow to enter the Chinese market.

　　In the global smart TV market competition, China is the most "tragic", and has no advantages in product research and development, sales channels, smart ecosystem building and other aspects. OnePlus, which "will not pursue pure cheapness", is obviously not ready yet.

　　But then OnePlus TV launched the slogan of "creating an ad-free model", which was obviously a warm-up for the domestic market. It can be seen that OnePlus TV's entry into the domestic market is just around the corner.

　　Recently, OPPO also officially announced that it would join the ranks of smart TVs. At the OPPO Find X2 new product launch conference, Liu Bo, OPPO Vice President and President of the Emerging Mobile Terminal Business Unit, announced the decision and said that the first smart TV will be officially released in the second half of 2020.

　　In fact, OPPO has already started its layout last year. The "Enabling Action" launched for the IoT platform in 2019 is paving the way for its new IoT strategy. OPPO founder and CEO Chen Mingyonggang once said that in the era of the interconnection of all things, there will no longer be pure mobile phone companies, and 50 billion yuan will be invested in technology research and development in the next three years. And smart TV, an important IoT terminal in the living room, is the most important part of it.

　　Looking at the home appliance sector, the color TV market is the most active.

　　A few years ago, a large number of new Internet brands swept the color TV market, such as LeTV, Weijing, Baofeng, 17TV, Aimango, Kanshang, Fengxing, Thunderbird, etc., with great momentum. As a result, after a few years, some of them have disappeared from the sight of consumers, some have transformed their business, and some are on the verge of death. All we can say is that they have loved each other deeply, worked hard, and achieved success for each other...

　　Nowadays, any mobile phone brand that does not want to make large-screen smart phones is not a good technology company.

　　At a time when the size of the color TV market in China and even the world is declining, who among Huawei, OnePlus and OPPO can innovate and seek more possibilities for smart large screens and create more value? Wanwei believes that there are four major challenges worth considering:

　　Challenge 1: The sluggish color TV market. According to data from Aowei Cloud Network, the annual retail volume of China's color TV retail market was 47.72 million units, a year-on-year decrease of 2.0%, and the retail sales were 134 billion yuan, a year-on-year decrease of 11.2%. The average price of the industry was 2,809 yuan, the lowest in ten years. It is important to find growth points and your own piece of the pie in a market where both volume and price are falling.

　　Challenge 2: The color TV market with a strong technological advantage. Although the color TV market is sluggish, the development of color TV technology is changing with each passing day. In recent years, in addition to the well-known OLED TV, quantum dot TV, laser TV and other technology camps, there are also Mini LED TV, Micro LED TV, stacked screen TV, transparent TV, 8K TV, etc., which can be described as a hundred flowers blooming and explosive development. For new TV brands, they are relatively conservative and start with ordinary LCD TVs. How to choose the subsequent camp is also very important.

　　In addition, in this era of the Internet of Everything, in addition to the rapid development of color TV hardware technology, its AI large-screen applications will also be rapidly iterated and updated. If you don't respond quickly, you will be eliminated in just one or two years.

　　Challenge three: the extremely thin profit margins in the color TV market. A 6-inch smartphone is more expensive than two 55-inch large-screen TVs, which is the most annoying thing for people in the industry. Can you imagine? A 32-inch LCD TV costs only 699 yuan, and a 50-inch LCD TV can be bought for about 1,000 yuan. However, such low prices do not indicate sales in the color TV market. If new brands also fall into this vicious circle, they will not be able to last long without a deep industrial ecosystem.

　　Challenge 4: Color TV market where users are not willing to change their TVs. In the context of the real estate downturn, users' willingness to change their TVs has also been greatly reduced. For this reason, the concept of "future TV" has been widely mentioned in the industry in an attempt to increase users' desire to buy. But from the current perspective, everyone is still actively exploring. 5G may bring a glimmer of hope. Whoever can "break through the ground" first will lead the future market.

　　Cross-border business requires taking risks. Of course, challenges bring opportunities and an unknown future. I believe that with the participation of many top mobile phone brands, this market will become more exciting.