Apple's smart TV production in China's smart home appliance market changes

Japanese TV manufacturers such as Sony, Hitachi, Panasonic, Sharp and other LCD TV services have all suffered huge losses. At the same time, Apple's smart TV is gestating.

At the time of Apple's popularity in the terminal market of players and mobile phones, smart TVs have come on the heels. U.S. investment bank Jefferies analyst Mishaike said that Apple’s interactive TV using iOS system will be put into operation in May or June of this year. The first batch of production will be between 2 million and 5 million units, and will begin selling at the end of this year. Last year, he pointed out that Japan's Sapporo Corporation will begin production of LCD screens for iTV in February 2012, with an estimated 5 million to 10 million in the first batch.

The person in charge of the Apple media department did not deny this, saying that Apple has long been in the smart TV market and the specific progress remains to be paid attention.

The long-established Chinese manufacturers such as Lenovo, Hisense, and Changhong, which have long been deployed in the field of smart TVs, have come out one after another. However, Apple’s “attack” will explain how the smart home appliance market in China will be performed.

Layout of China's Smart TV Market In fact, Google TV was launched as early as 2010, and two second-generation flat-panel TVs have been launched. Domestic manufacturers Lenovo and Telecom have long joined the smart TV camp. China Hisense Group launched the world's first personal smart TV iTV, using Google Android system. Lenovo also launched the Android 4.0 system K91 Smart TV earlier this year.

The smart TV in the future must not be one-sided, and different companies have their own characteristics.

The person in charge of the Apple media department stated that Apple has made substantial progress in deploying China's smart TV.

Apple's design of a smart TV iTV that can be controlled by voice and gestures is about to come out. What does this mean for domestic smart home appliance manufacturers?

“Smart TV is entering a period of rapid improvement, and smart TV penetration rate is expected to reach 20% this year. It will be an outbreak during the next five years. The giant giants will be deployed earlier. Apple will play a leading role in the industry, and home appliance manufacturers will inevitably face great pressure. China's home appliance stores need to break the technical barriers as soon as possible,” said Li Hui, a home appliance analyst at 9.77, -0.15, and -1.51% of Southwest Securities.

She believes that: "The international giants play a leading role in the field of technology, but Chinese home appliance companies are relatively well-developed in terms of consumer cultivation, and the home appliance industry has a high degree of recognition. It still has certain advantages."

Liu Haizhong, the director of Changhong Corporate Planning Department, told the reporter: “The range of smart TV applications is very broad, and Changhong has introduced a different kind of voice-controlled TV than Google Weibo’s Apple Lenovo, recognizing a variety of Chinese languages. Local coverage is stronger. ."

For the incoming attack of Apple's smart TV field, he believes that basic applications can stand on a platform to differentiate against competition: “Now almost every vendor launches smart TVs with interactive TV capabilities. Currently, smart TV features interactive applications mainly in voice, Apple’s iOS. The software platform has more applications in English. In the future, Chinese may be introduced with the IOS speech recognition system, which is just Mandarin. Changhong not only recognizes Putonghua, but also recognizes local dialects. This is a very important differentiated feature of speech recognition.”

Liu Jun, senior vice president of Lenovo Group’s Weibo and chairman of the Mobile Internet and Digital Home Business Group, said: “Our smart TVs may start in some cities that are larger than everyone else and gradually move to the 4th to 6th markets.”

Enthusiastic Chinese color TV companies discovered during the promotion process that they encountered a bottleneck that was almost insurmountable - insufficient intelligent content.

Previously, Zhou Houjian, chairman of Hisense Group, said that the current smart TV connection rate is only 40%, the traditional color TV manufacturers lack of Internet genes is its anxiety.

Liu Buchen, an observer of the household appliances industry, pointed out: “Apple TV is extremely important to Chinese companies because it has a standard that represents the global smart TV.”

Or, once again, China's operators have become smart with the overall adjustment of the home appliance industry. Although the businesses in all sectors are strategically competitive, they have taken the open cooperation route to varying degrees.

Industry insiders pointed out that the advent of Apple's smart TV will bring about changes in the domestic industrial structure, and the fundamental transformation of the model will be achieved through platform operations.

Apple had previously launched AppleTV set-top boxes that can help users download movies and TV shows, as well as online video content. According to sources, Apple has partnered with a number of film producers and television networks to create a large-scale content library.

Liu Hui believes: "Smart TV will disrupt the industry structure of the video industry, and terminal manufacturers will create profit models and will create new business models for the entire industry."

LeTV 41.380, 0.63, 1.55% COO Liu Hongbo said in an interview with reporters that Apple's introduction of smart TV industry framework in recent years, LeTV network set-top box has minimal impact: "First, LeTV has the industry's most complete video library , And relatively exclusive TV-play rights have never been distributed outside, LeTV's content advantage is more obvious; Second, Apple's introduction of smart TV for the impact of China's public broadcast platform is now, it is still not clear, can produce It's too early to say what kind of effect and business model we are talking about now."

China is the second market outside of Apple’s homeland. Apple’s smart TVs may enter the Chinese market, perhaps as a general expansion strategy for mobile channels. Apple is also actively seeking out agency partners in China.

According to industry insiders: "Do not rule out China Mobile Weibo, China Unicom's Weibo 4.51, -0.04, -0.88%, China Telecom Weibo will strive to become Apple TV agents. In other words, maybe one day we can move, China Unicom. In the telecom business hall, you can see the scene of selling TV. Of course, Suning and Gome's stores will certainly be indispensable for Apple TV."