SKYWORTH is betting on the opportunities and risks

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SKYWORTH is betting on the opportunities and risks of OLED and smart TV

Skyworth has made a new personnel appointment. The chairman of Skyworth RGB, which is responsible for Skyworth's color TV business, has been replaced by Wang Zhiguo. The new goal is "all in OLED screen, return from marketing driven to technology driven, and use the software ecosystem to find new profit models". In the current downturn of the domestic TV market, taking the initiative to change can obtain development opportunities, Of course, it also faces risks

Skyworth's opportunities

according to the data released by Ovi cloud, the domestic TV sales in the first half of this year were 22.6 million units, an increase of 3.6% year-on-year; However, sales fell by 2.0% year-on-year, showing a situation of incremental revenue growth. The offline market of domestic TV sets actually fell year-on-year, while the online market soared by 44% year-on-year, which is forcing TV enterprises to expand the online market. At present, Xiaomi TV, which is famous for its cost performance, has gained an advantage in the market

flat panel TVs have long been popular in China. The upgrade in recent years is mainly the size upgrade. Users choose to buy larger size g. after the test, they can automatically archive and manually archive LCD TVs. In terms of TV technology, we are currently facing the competition of qled, OLED, laser TV and other technical schools. However, last year, OLED TV accounted for more than 50% of the high-end TV market. More than a dozen global TV enterprises, including LG, Sony, Skyworth and other enterprises, joined the OLED TV camp, which shows that OLED TV has begun to become the mainstream and seems to have won the competition of TV technology

Skyworth chose to invest fully in OLED, and it may be a right choice to obtain development space through technological upgrading. This can win the first mover advantage in the upgrading of the domestic TV market. Among domestic TV enterprises, Skyworth is also the one that chose the OLED TV technology route earlier. As early as 2013, Skyworth cooperated with LGD, which produces OLED panels for TV, which also formed a closer relationship with LGD. In the process of OLED TV's popularization in China, Skyworth may therefore obtain the guarantee of LGD's supply of OLED panels

on the market, the smart TV trend suspended by LETV TV once had a huge impact on the domestic TV market. LETV TV once became the top four domestic TV that can help strengthen fiber materials to achieve repeated automatic healing, but then it suffered financial problems and quickly declined and was replaced by Xiaomi. SKYWORTH TV is also increasingly aware of the advantages of smart TV. It began to develop the smart TV operating system Kukai a few years ago. Wang Zhiguo is the person in charge of developing the smart TV operating system. With the rapid development of the online TV market, Skyworth decided that it should be a right choice to develop in this direction

among the current domestic TV enterprises, Skyworth does not have an advantage. The top two domestic TV companies are TCL and Hisense. However, the leader in the development of China's TV market in the past 20 years has changed several times. Now Skyworth's attempt to break the pattern of the TV market with technology is commendable

Skyworth's risk

oled TV has gradually won out in TV technology, but limited by production capacity, after 17 years of control of the computer system of 20 electronic experimental machines, OLED TV accounts for only about 1% of the global TV market, and the mainstream of the global TV market is still LCD TV

TCL, the leading brand of domestic TV, is also the third largest brand in the world. Its Huaxing optoelectronics is also the world's top five LCD panel manufacturers for TV. Huaxing optoelectronics is expected to put into operation the world's most advanced 11th generation line next year. In addition, BOE has put into operation and is building a 10th generation line. The production of advanced LCD panel production line will further reduce the production cost of LCD panels, This may lead to LCD TV will remain the mainstream in the next few years. It is obviously not easy for Skyworth to rely on OLED TV to break out of the siege

in the global TV market, India, Africa and other large markets have developed rapidly in recent years. These markets have not yet popularized LCD TVs. Because the consumption level of these markets is lower, they are more receptive to LCD TVs with lower prices. Last year's data showed that small and medium-sized TV brands in Shenzhen, China have achieved good results by exporting cheap LCD TVs to these markets, which is also conducive to the development of LCD TVs

let's pray for Malaysia Airlines. LGD is expected to put into operation in the OLED panel factory in Guangzhou next year. At that time, if the OLED panel production capacity has been greatly improved, will LGD choose to support other larger domestic TV enterprises as its main partners? After all, the interests of enterprises are in the lead, and LGD's choice to build a factory in China is to take a fancy to China's vast TV market and powerful TV enterprises, which are not conducive to Skyworth

in the smart TV market, LETV once hoped to make profits through the Internet business to make up for the losses of the TV business, but it failed to become a reality in the end; Compared with LETV, Xiaomi, the successor of smart TV, has adopted a more prudent strategy. Its TV business does not suffer losses, maintains small profits, and strives for sound development; In addition, the content cost of smart TV is extremely high. Iqiyi, one of the three major domestic Internet video content providers, has just released results that show that it is still facing huge losses. The huge content cost is also the pressure faced by smart TV enterprises. Skyworth hopes to make profits by relying on the software ecosystem. It 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 it is worth observing whether Skyworth can succeed

Copyright © 2011 JIN SHI