With the rapid development of the Internet, AI, and big data, as well as the popularization of applications, traditional TVs can no longer meet people’s daily needs, especially the popularization of smart phones. People begin to rely on smart products gradually, and they are increasingly dependent on consumption. The requirements for intelligence of terminal products are increasing day by day. It is in this context that smart TVs are penetrating into life at an alarming rate.
According to data from the China Electronics Video Industry Association, my country has not only become the world’s most important color TV manufacturing base, 70% of the world’s TV sets are produced domestically; at the same time, my country is also the fastest popularized area of ​​new products and technologies in the world. In 2017, smart The TV penetration rate is as high as 86%. According to forecasts, the penetration rate will reach 90% in 2020.
According to the data from the "In-depth Research and Construction Strategy Analysis Report on the Business Model of China's Smart TV Industry" by the Foresight Industry Research Institute, there were 430 million households in my country in 2014, with an average of 3.02 people per household. There are 30 million active smart TV households, and the actual number of people covered is about 90 million. The number of smart TVs in China reached 112 million in 2015 and 146 million in 2016. It is expected that by 2018, the number of smart TVs in China will exceed 200 million
It is not difficult to see that smart TVs are quite large in the domestic market, and the market will also show steady growth in the future. However, the development of smart TV is still in its infancy. In my opinion, opportunities and hidden worries coexist.
Opportunity 1: Intelligent development and consumption upgrade
In recent years, smart phones and smart terminal products have developed rapidly in China, and their comprehensive functions have even made the products exceed their own definitions!
Now, every device you own contains enough connections and functions to be used for work, games, and entertainment, and there is basically no difference between them. You can even think of it this way: all kinds of devices are just screens, TV sets of all shapes and sizes. TVs are more than just TVs: they are smart home centers, virtual assistant access points, game consoles, and powerful computers. There is no doubt that this kind of intelligence allows people to enjoy the convenience!
From the perspective of price segment, smart TVs are mainly concentrated in the price range below 3000 yuan and 3000-5000 yuan, accounting for 72.3%. The smart TV market is also mainly concentrated in the low-end market. On the other hand, with the acceleration of domestic urbanization and the continuous improvement of people's living standards, more and more young people have become an emerging force in urban consumption. In the context of consumption upgrades, consumers have stronger consumer demands for smart TVs with more comprehensive functions, and these young people have become the main force of consumption.
Opportunity 2: Smart home appliances on the outlet of smart home
In the context of the Internet of Everything, the concept of smart home has become the center of the outlet, and more and more smart hardware products have come out accordingly. As one of the important entrances to the living room economy, smart TVs have become a must for major companies. Ground.
For now, although smart homes have not yet reached the level of popularization in large areas, the market still maintains a stable and rapid development. Nowadays, all major home appliances are also in a big wave of transformation to smart homes, a new home environment Bringing new opportunities for smart home products, smart TVs are naturally the top priority.
Under the current market trend, there is still a lot of room for the development of smart TVs, but there is still a lot of room for development in the application of artificial intelligence technology, the interconnection and mutual control of consumer electronic devices, the improvement of user experience and content service levels, and network security issues. There is more room for improvement.
Hidden Worry One: Technical Weakness Still Needs Breakthrough
The favorable market environment cannot conceal some of the problems of domestic smart TVs in the industry. The core technology is insufficient and the industry's independent and controllable development is limited.
The global smart TV chips are mainly concentrated in the hands of several core chip manufacturers in Taiwan, the United States and other regions, and most of the manufacturers’ operating systems use Google’s Android system or secondary customization. Some powerful Korean color TV manufacturers have Dependent, are committed to developing their own operating system. However, Chinese enterprises still have a certain gap in the accumulation of core technologies, and still lack some success in voice interaction, image recognition, and machine vision. At the same time, these areas will also face the risks of licensing, patent fees, and infringement disputes in the future.
In August 2017, Guangzhou Guangsheng Digital Technology Co., Ltd. sued Skyworth for alleged patent infringement, claiming that more than 100 Skyworth TVs infringed on two invention patents held by it, and requested the court to order the three defendants to stop. Infringement, and compensation for economic losses and other reasonable expenses totaling 192.2 million yuan. Set off a smart TV patent storm war!
It can be seen that domestic smart TV companies must attach importance to the research and development and breakthrough of core technologies, actively promote the process of independent innovation, break through patent barriers, gain consumer recognition with high-quality products, and win market competition.
Secret worry two, content, image quality, experience is still a breakthrough
Many people said that whether the TV is smart or not is really not that important. The important thing is who can solve the content problem and who can really provide high-quality products at low prices. Judging from the actual feedback of many smart TV users at present, it is not that the hardware configuration is not strong enough, nor that the appearance is not amazing enough, but the lack of program resources, or the need to connect to the IPTV of the radio and television or telecommunications, that is, to install a set-top box to solve the problem. Daily viewing needs.
In the huge stock market, the frequency of use of cable set-top boxes is still much higher than that of TV’s smart functions, especially in terms of news and sports programs that require high timeliness, cable set-top boxes are still in an absolute dominant position.
Another issue that has been repeatedly complained about is the image quality and quality of smart TVs. After all, as TV is a tool for watching TV programs, image quality is the issue that users are most concerned about. The emergence of 4K TV has brought TV to a new level in terms of picture quality. The resolution of 4K TV is 4 times that of the 1080P standard, and it has also become a common definition standard in the digital film industry.
Major manufacturers have also launched their own 4K TVs one after another, and the size is relatively large in favor of large screens. However, the supply of film sources and content is insufficient, and the price has not reached the level of civilianization.
In terms of experience, the existing hardware configuration of smart TVs cannot keep up with the speed of software upgrades, causing the TV screen to continuously pop up reminders of users' software upgrades. However, the original hardware space of the TV is not enough. In the end, the TV cannot be upgraded, and the upgrade reminder pops up every ten minutes. The viewing experience is very poor.
summary
More than 90% of TVs on the market now call themselves smart TVs. But as far as the author is concerned, it has not achieved a qualitative leap. At present, most of the smart functions of smart TVs only stay at the level of on-demand movies and TV shows. Other smart applications are similar to voice interaction, large-screen games, and smart e-commerce shopping. Online education and so on have not yet been realized.
However, the market trend of smart homes and consumption upgrades is an opportunity for the entire smart TV industry. While seizing these opportunities, manufacturers still need to think more about technology, content, services and experience!
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