Oppo enters the red sea of TV industry

category:Internet
 Oppo enters the red sea of TV industry


Author: Li Na, editor in chief: Peng Haibin

The mode of making money by content of Internet TV manufacturers has become a thing of the past; the TV new potential energy with mobile phone manufacturers mainly hopes to enter the red sea of TV industry with the help of mobile Internet application development experience.

Chinas TV market is a highly saturated and fully competitive market, but in recent years, there are still many cross-border players entering the TV market. From LETV and windstorm, which used to cut into the content track, to the head mobile phone manufacturers led by Xiaomi and Huawei, the competition for the central control center of smart home has never stopped.

The rising cost of panel, memory and other materials has not brought about the rise in the price of the whole TV set, but the unit price has been continuously reduced, but this does not mean that there is no opportunity. On October 20, Liu Bo, vice president of oppo and President of China, said in an interview with first finance and economics that the interconnection between devices is stimulating the birth of more scenarios and applications. How to focus on different scenarios and fully explore the value of connectivity has become a breakthrough point at present.

On the evening of October 19, oppo officially released its first flagship smart TV, oppo smart TV S1, oppo smart TV R1 and other IOT ecological products in Shanghai.

Li Yaqin, general manager of group intelligence consulting, told reporters that for mobile phone manufacturers, the more categories of intelligent devices they have, the more solid the moat. In the future, the competition for users must be the competition for all categories. It can be seen that, including oppo, four (Huawei, oppo, Xiaomi and apple) of the five head mobile phone manufacturers in the Chinese market have completed the IOT strategic layout.

Get rid of price war and seize the entrance of living room

After several rounds of iteration, the TV industry has become the traditional Red Sea industry, with overcapacity and market capacity saturated, and the price war has become the inherent label of this industry.

For home appliance manufacturers, the profit space has also been squeezed. According to the 2020 color TV market data released by Aowei cloud.com, in the first half of 2020, the retail sales volume of Chinas color TV market was 20.89 million, a year-on-year decrease of 9.1%, retail sales of 51.6 billion yuan, a year-on-year decrease of 22.2%, and an average retail price of 2469 yuan, a year-on-year decrease of 14.4%.

At present, Chinas TV industry is in an awkward situation of being unable to make profits from the upstream panel factory to the downstream complete machine factory. Li Yaqin told reporters that although TV is the largest screen in the current family scene, it is not easy to break the low price competition in the industry and dig out the value.

LETV and other Internet TV companies have tried to make money by content, but when the tide has subsided, the content income can not support the operating costs. The second wave of TV new potential energy dominated by mobile phone manufacturers is hoping to copy the alienation path of travel in the television field with the help of the application and development experience of mobile Internet.

Liu Bo told reporters that what consumers need is not cheap TV, or can only see pictures TV. More pain points need to be explored and solved. For example, for children, imagine that parents dial their childrens phones and watches with the TV remote control, and the watch is put on the TV. The elderly use the TV to do some fitness or watch some short videos. After the TV is connected with multiple terminals such as mobile phones, family entertainment will become more and more.

In the preparation process of TV product line for two years, Liu Bo found that games, shopping, short video and other applications have a strong driving force for young people to buy TV. When consumer demand is met, it can not only support more new entrants to survive in this track, but also bring positive linkage between IOT products.

Oppos investment in big data, 5g, AI, cloud, audio and video technologies and its ability on mobile phones can be used in the TV industry. Liu Bo told reporters that oppo is not a troublemaker in the TV industry, but hopes to integrate traditional audio-visual, picture quality and internet intelligent experience to improve the experience of using TV.

Liu Bo said that television will undoubtedly be the core equipment in the smart home scene. In this field, oppo is not only win-win first, but also will not chase profits for products.

Competing for IOT eco track

Simply extending the function of mobile phone to TV screen is obviously not the ultimate goal of mobile phone manufacturers to enter the TV industry. The ambition of establishing ecological environment in the field of smart home has gradually emerged.

From the perspective of entry path, what Apple creates on IOT is the immersion experience under closed-loop ecology. As the worlds most important smartphone manufacturer, apple started its IOT layout as early as 2014, and built a closed-loop ecosystem by interconnection between systems and devices. However, Apples Internet experience advantage is mainly in self-developed products, which is not friendly to non Apple users. Although it has launched homekit platform, it has not really opened the smart home market due to its high entry threshold.

In terms of multi terminal experience with full scene coverage, Xiaomi and Huawei choose the same path direction. Xiaomi lowers the entry threshold of smart home users and quickly opens the market with the mode of ecological chain enterprise. Huawei, relying on its advantages in the underlying technology, expands the full scene intelligent experience at full speed.

In terms of IOT strategy, oppo hopes to build the core entrance with three circles of personal entertainment, family home and sports health, while the full scene experience products are completed by third-party selection and cooperative research and development. Among them, it has established cooperative relations with more than 30 brands such as Midea and Oakes, introduced more than 50 categories and more than 300 SKUs.

Liu Bo said that in addition to hardware and software support, the construction of the track is based on the coloros system developed by Android. When oppowatch detects that the user is in sleep state, it can turn off the smart TV according to the scene; when users use mobile phone wechat video call, they can switch to TV camera, speaker and screen for large screen video call.

Connecting mobile phone manufacturers with other IOT devices is the most critical issue, and oppo has taken the first step. Li Yaqin told reporters that returning to the TV track, the existing brand manufacturers need to resolutely adjust the product structure, accelerate the promotion of product technology innovation, enhance the added value of products, and jump out of the trap of low price to go further.

Source: Wang Fengzhi, editor in charge of the first finance and Economics_ NT2541