Smart TV, is based on Internet application technology, with an open operating system and chip, with an open application platform, can realize two-way human-computer interaction function, set audio and video, entertainment, data and other functions in one, to meet the user's diversified and personalized needs of the TV products, the purpose is to bring the user a more convenient experience, and has become a trend of the TV. In recent years, under the impetus of 5G, AI and IoT, China's smart TV industry has been developing rapidly, and as an important part of the smart home, the huge development potential of smart TV has attracted many enterprises to participate in it, and also promoted the innovation and change of China's TV industry. According to the Ministry of Industry and Information Technology (MIIT), in the future, MIIT will focus on supporting the application of artificial intelligence in home appliances and other fields. The Ministry of Industry and Information Technology forecast said that by 2020, China's smart TV market penetration rate will reach more than 90%.
Driven by the Internet, China's TV industry has transitioned from the traditional TV 1.0 era to the Internet TV 2.0 era, and since 2019, the smart screen has begun to lead the TV industry into the 3.0 era, and the smart screen products have transformed the TV from a simple audio-visual entertainment tool into an indispensable part of the IoT ecosystem.
According to Alltop data, as of the end of 2019, China's smart TV ownership amounted to 270 million units, a year-on-year increase of 12.5%, covering 210 million households, with a user scale of 630 million people, while at the same time, China's traditional TV ownership of 320 million units declined by 8.5% year-on-year, and the gap between the scale of smart TVs and traditional TVs has further narrowed, and smart TVs are catching up with traditional TVs. Has become a general trend. In addition, according to the current market performance, it is expected that in 2020, due to the impact of the epidemic, China's smart TV market shipments of 44.81 million units, a year-on-year decline of 4.4%, while shipments in other years have maintained stable growth.
Under the rapid development of smart TV terminal penetration and a variety of connected box devices, the process of Internetization of home TV is accelerating. According to a survey by Alltop Data, by the end of 2019, the number of smart TV activations in China amounted to 216 million units, a year-on-year increase of 22.9%, and the sales of smart TVs in China in 2019 reached 576.97 billion yuan. It is predicted that in 2020, the sales of China's smart TV industry will exceed 600 billion yuan. However, the development of China's smart TV industry has gradually matured, the penetration rate is high, and the competitive situation is more stable, so the overall growth rate will gradually slow down.
Smart TV as an important terminal product of AIOT, the future development potential is huge, so it also attracts a lot of participants to join, not only the traditional domestic and foreign TV brands, but also a lot of Internet brands have launched their own smart TV products, layout and create a smart home ecosystem.
According to Alltop data statistics, in 2019, China's smart TV camp pattern, the five domestic brands (Skyworth, Hisense, TCL, Changhong, Konka) are stable in scale, with the total number of activations exceeding 130 million units, an increase of 20.8% over the same period of the previous year, and a cumulative share of more than 62%. Internet brands, mainly Cool Open, Thunderbird, Xiaomi, Fengxing, Micro Whale, Storm, KKTV, etc., continued to maintain high sales growth in 2019, with the largest growth rate of 47.8%, and the cumulative scale of activated terminals of 32.39 million units, and the market share increased from 12.5% in 2018 to 15%, entering the second largest camp. The foreign brands, mainly Sharp, Samsung, LG, Philips, Sony and other foreign brands, the cumulative activation terminal size of 25.97 million units, the market share of 10.6%, the growth rate is in the lowest of the brand camp, only 15.4%, the foreign brands are mainly aimed at the middle and high-end people, with the continuous improvement of domestic technology and marketing methods, the foreign brands in the market of China's smart TV will continue to decrease.
Alltop Data believes that the 5G era of artificial intelligence-enabled family screen, in the camera, voice interaction and other hardware features of the upgrade and software content is constantly enriched under the background, will no longer be the traditional sense of the audio-visual carrier, smart TV will not only become the center of the smart home, but also become the social center of the family's intelligent life, intelligent device management center, remote education center, Remote medical center, remote interactive shopping, experience center ...... Smart TV will be through the diversification of functions, to achieve the "return to the living room" vision of the mission, while driving the development of other family scenes under the smart screen devices.