Huawei’s ambition is far more than selling a few large-screen TVs

5 ​​minutes, sales broke 3,000 units, glory of the first screen of the wisdom screen, this is the first Huawei-based products equipped with Hongmeng system, and Huawei is the first to sell TV.

55 inches 3799 yuan, the first product of glory is much more expensive than the peers. According to the data of Aowei.com, in the first half of 2019, most brands have long-term stable sales price of 3,000 yuan for 65-inch products. The minimum sales price of 70-inch is often lower than 4,000 yuan this year.

3000 sets, compared with the annual sales of TV sets of 47.84 million in 2018, it is insignificant, but its significance is: After a long wait and see, glory finally entered, and the days of the smart TV industry have passed.

There is no advantage in the price of glory smart screen, but it seems to be a must.

According to the interface quoted a supply chain person: “Huawei TV’s goal is to sell 10 million units a year, which is equivalent to be the first in the TV industry.”

After only one day of glory sale, on August 16th, TCL also released the “Smart Screen” product XESS, which directly targets the glory wisdom screen. According to foreign media reports, one plus or in the last week of September 2019 launched smart TV, four sizes of TV may be sold in the United States, India and China.

The problem is that it doesn’t seem to be the best time to enter. According to the data of Ovi Cloud, the TV industry continues to shrink. In the first half of 2019, the volume of retail sales decreased by 2.7% year-on-year, and it is predicted that the retail volume in the whole year of 2019 will decrease by 2.0% year-on-year, and the retail sales will drop by 8.4%.

Huawei and Yijia are just expansions of categories, or are there deeper strategic plans? Glory in the mobile phone market, can you transplant to some somewhat dead TV market?

Data may reveal some secrets. According to statistics from Ovi, the number of OTT terminals in China was 265 million units in 2017, of which smart TV accounted for more than 80%. Obviously, regardless of the quantity or activation scale, smart TV has become the main force of OTT terminals. The latest data shows that in December 2018, the OTT terminal operating rate and the number of daily active terminals have both increased. The daily operating rate has reached 39.2%, and the OTT terminal has exceeded 80 million daily.

This is undoubtedly a blue water that has already emerged, a big entrance that will be followed by the military.And the entry threshold is high enough, the opponent is strong enough, and the speculators are hard to survive. . For Huawei, which is strong and strong, this is an ideal battlefield.

On the other hand, with the 5G scale application, the home Internet of ThingsThe picture is also enough to support Huawei to compete for this big screen as soon as possible. From Hongmeng’s launch of Huawei’s smart TV, it can be seen that Huawei’s ambition is far more than selling several large-screen TV sets.

Glory’s old rival: Survivor Xiaomi

Since the collapse of LeTV, the smart TV industry has experienced a major cleansing, and now it has become the bipolar pattern of “traditional TV manufacturers + Xiaomi”.

In fact, as a mobile phone manufacturer, Xiaomi, compared with LeTV and other pure Internet companies, has mature management experience and supply chain advantages in small-screen products such as mobile phones and notebooks. It is relatively easy to cross-border to large screens.

Ai Weiqi, analyst of Consumer Electronics Division of Aowei.com, introduced 21 major components such as mobile phone motherboards, screens, chips, cameras and sensors. The parts to be supplied are usually more than 300 components. . On the contrary, the TV has a single function and the components are simpler, probably between 100-200 groups. “For the glory and millet of the global shipments in the mobile phone field, there is a strong management experience in the TV supply chain, which is a high and low, which is the management advantage of the two in the supply chain. ,” he said.

Xiami does not mention the “ecological anti-” as the music, but it is indeed a step by step to do the ecology, from mobile phones to television, it is also a matter of course. “After personal time, mobile phone manufacturers must seize family time. TV is the best entry point for home appliances. Then, one’s working hours, personal time, family time, all contribute to a brand.” Industry consulting company DISCIEN Analyst Cui Jilong said.

Interestingly, although LeTV failed, Xiaomi seems to confirm the rationality of the so-called “big screen ecology”: the “hardware + advertising + content” model can run through.

This is evidenced by the current state of life of TV application developers. When Bayer mainly provided third-party application store APPs for smart TVs, the number of users exceeded 200 million last year. At present, the company’s overall annual revenue scale is also several hundred million yuan.

“This industry is not as active as the mobile Internet, but it does not mean that there is no room for making money. It is also a safe haven for entrepreneurship. Many small companies are very stable and live very comfortable. “When Bay CEO Jin Linglin told.

Smart TV: a tough air outlet

In fact, the earliest wading smart TV is not LeTV.

As early as 2012, TCL launched a TV called “Smart Screen iCE SCREEN” in conjunction with Tencent. It is said that the first batch of production machines sold out on the same day, but in the end, not many people remembered them.

Smart TV is a “new species” and it has not been easy to make money.

In 2013, LeTV, as a video website with a large amount of genuine content in China at that time, extended its business layout to the hardware field, and had to admit that Jia Yueting was far-sighted.

LeTV’s play with a very obvious Internet