Skyworth ushered in new opportunities, but the risks of the domestic TV market downturn are not small

Skyworth has made new personnel appointments. The chairman of Skyworth-RGB, who is in charge of Skyworth's color TV business, is changed to Wang Zhiguo. The new goal is to "ALL in OLED screens, return to technology-driven from marketing drive, and use software ecology to find new In the current domestic TV market downturn, proactive reforms can obtain development opportunities, and of course they also face risks.

According to data released by Aoweiyun.com, domestic TV sales in the first half of this year were 22.6 million sets, an increase of 3.6% year-on-year; however, sales fell by 2.0% year-on-year, showing a situation where there was no increase in revenue. The offline market of domestic TVs actually declined year-on-year, while the online market soared 44% year-on-year. This is forcing TV companies to increase the expansion of the online market. Currently, Xiaomi, which is known for its cost-effectiveness, has gained an advantage in the online market. TV.

In fact, flat-panel TVs have long been popular in China. The upgrades in recent years have mainly been size upgrades, and users choose to buy larger-sized LCD TVs. In terms of TV technology, we are currently facing a dispute over technology genres such as QLED, OLED, and laser TV, but last year OLED TVs accounted for more than 50% of the high-end TV market. Global TV companies including LG, Sony, Skyworth and more than a dozen companies joined The OLED TV camp shows that OLED TVs have begun to become the mainstream, and they seem to have won the TV technology battle.

Skyworth chose to invest fully in OLED, and it may be the right choice to obtain development space through technological upgrades. This can win the first-mover advantage in the domestic TV market upgrade. Among domestic TV companies, Skyworth is also the earliest company that chose the OLED TV technology route. As early as 2013, it cooperated with LGD, which produces OLED panels for TVs. This has also allowed it to form a closer relationship with LGD. Perhaps Skyworth will obtain LGD's guarantee to supply OLED panels in the process of popularization in China.

In the online market, the smart TV trend suspended by LeTV TV had a huge impact on the domestic TV market. LeTV TV once became the top four domestic TV, but then it suffered a rapid decline in funding problems and was replaced by Xiaomi. Skyworth TV has also gradually realized the advantages of smart TVs. It began to develop the smart TV operating system Coocaa several years ago. Wang Zhiguo is the person in charge of the development of the Coocaa smart TV operating system. Nowadays, the online TV market is developing rapidly. It should be a correct choice for Skyworth to decide to develop in this direction.

Among the current domestic TV companies, Skyworth does not actually have an advantage. The top two domestic TV companies are TCL and Hisense. However, the leader in the development of the Chinese TV market in the past 20 years has changed several times. Now Skyworth is trying to break through with technology. The pattern of the TV market is commendable.

Although OLED TVs are gradually winning in TV technology, they are limited by capacity. In 2017, OLED TVs accounted for only about 1% of the global TV market. The mainstream of the global TV market is still LCD TVs.

TCL, the first brand of domestic TVs, is also the third largest brand in the world. Its subsidiary China Star Optoelectronics is also the world's top five LCD panel manufacturers for TVs. China Star Optoelectronics is expected to put into production the world's most advanced 11th generation line next year. In addition, BOE will also start production. With a 10.5 generation line under construction, the advanced LCD panel production line will further reduce the production cost of LCD panels, which may cause LCD TVs to remain the mainstream in the next few years, and Skyworth will rely on OLED TVs to break through Obviously it is not easy.

In the global TV market, large markets such as India and Africa have been developing rapidly in recent years. These markets have not yet popularized LCD TVs. Because these markets have lower consumption levels and accept lower-priced LCD TVs, the data last year showed that China Shenzhen's small and medium TV brands have achieved good results by exporting cheap LCD TVs to these markets, which is also conducive to the development of LCD TVs.

LGD expects to start production at its OLED panel factory in Guangzhou next year. If the production capacity of OLED panels achieves a large-scale increase at that time, will LGD choose to support other larger domestic TV companies as its main partners? After all, the interests of enterprises come first, and LGD's choice to build a factory in China is precisely because of China's vast TV market and powerful TV companies. These are all factors that are not conducive to Skyworth.

In the smart TV market, LeTV had hoped to obtain profits from the Internet business to make up for the loss of the TV business, but it did not become a reality in the end. Compared with LeTV, the successor of the smart TV, Xiaomi adopted a more prudent strategy, and its TV business did not lose money. Maintain meager profits and strive for healthy development. In addition, the content cost of smart TVs is extremely high. The performance released by iQiyi, one of the three major domestic Internet video content providers, shows that it is still facing huge losses. The huge content cost is also the cost of smart TV companies. Faced with pressure, Skyworth hopes that relying on the software ecosystem for profit is not easy to become a reality.

Of course, when the Chinese TV market is in a price war, Skyworth's attempt to break through with technological innovation is commendable, but this road may not be easy, and whether Skyworth can succeed is worth observing.

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