As a common household appliance, TV has become almost a must-have product for the family. From black and white to color TV to LCD, 4K, OLED, and laser TV, my country's TV has experienced more than sixty years of development and has now formed a mature industrial chain. At present, China is the world's largest TV market. Among the top ten TV companies in the world, half of them are domestic, and companies such as TCL, Hisense, Konka, Haier, and Changhong have huge market shares.
The environment for the rise of domestic TV chips
China has a very good TV consumer group, and TV companies have also carried forward their technology in the process of continuous development. A strong and complete system has been formed in TV design, research and development, production, and supply. Only the two core components of the screen and the chip have always been the "heart disease" of domestic TV manufacturers. At present, in the screen area, manufacturers such as Sony, Samsung, LG, Sharp, Philips, Chi Mei and AUO still dominate the market; TV chips are also the main market share of Taiwan’s MediaTek and Cayman Morningstar.
In recent years, domestic TV chip companies have gradually risen, especially in the field of 4K TV chips. Domestic companies account for more than 60%. Well-known TV chip manufacturers such as Huawei HiSilicon, Hisense, Haier, RDA, and Jingchen Semiconductor have emerged.
1. Unlike traditional TVs, TV chips are the "brain" of smart TVs
In the era of black-and-white TV and early color TV, the screen is one of the most concerned parameters of TV companies, and the status of TV chips is insignificant. As people demand higher and higher TV picture quality and convenience, and the advent of the Internet, high-definition, and smart TV era, TV chips have become a key bargaining chip for many TV manufacturers to compete, and chip performance is crucial to the TV experience . Unlike mobile phone chips that need to "worry" so many things, TV chips mainly control the TV's picture quality, sound quality, operating speed, decoding functions, etc., but they are also indispensable.
If it is a traditional TV, the performance of TV chips seems to be less important. "AI+TV" has given the industry more imagination. Smart TV has become an important strategic product for TV companies to seize the market. TCL, Haier, Xiaomi and other companies have increased R&D efforts are intended to seize market opportunities, and smart TVs may be the standard equipment for future TVs. According to relevant statistics, with the improvement of living standards, people's requirements for TV are not just as simple as watching dramas. The market share of artificial intelligence TV has increased significantly, with a year-on-year increase of more than 80%.
Smart TV is a fully open platform equipped with an operating system. Like a smart phone, users can install and uninstall programs provided by third-party service providers such as software and games by themselves. Through such programs, the functions of color TVs can be continuously performed. Expansion, and can surf the Internet through network cable and wireless network.
The realization of "smart" smart TV means the upgrade and revolution of hardware technology. Only when equipped with industry-leading high-configuration and high-performance chips can it run large-scale 3D somatosensory games and various software programs smoothly. Smart TVs need to be able to perform the decoding and display functions of traditional TVs as well as run operating systems and many applications. Therefore, both aspects of chip design must be considered. It can be said that TV chips are the "brains" of smart TVs.
2. The market share of domestic TV chip companies has increased
Like the development of other chips, almost all of the early TV chips in mainland China were imported. Among them, Taiwanese chips dominated the market. The four major TV chip companies, Morningstar, MediaTek, Novatek, and Realtek, monopolized the domestic market. In the early days, my country's chip design talents were scarce, and corporate funds were limited. Many reasons caused the dependence of TV chips on imports.
On the one hand, Taiwanese companies used their own advantages to increase prices and the cost of chip procurement. On the other hand, the country and companies realized the importance of "TV chips" and worked hard. For a while, a wave of "chip" research and development was set off in China. . Relying on the user base of the color TV market, the domestic giant Hisense began independent research and development of TV chips in 2001, and finally successfully developed China’s first TV chip Hisense "Xinxin" in 2005. Hisense launched a new image quality SOC chip last year. Hi-View Pro" has outstanding performance in improving the dynamic contrast of LCD TV screens.
3. From the "Four King Kong" of Taiwanese enterprises to the share of domestic products soar
At present, the most popular "fried chicken" in domestic TV chips is Huawei HiSilicon. Huawei HiSilicon's hi3751V600 and hi3751V510 chips are becoming the "heart" of many brands of 4K TVs, including Sharp, Hisense, Konka and many other brands. With HiSilicon chips, the current shipment volume exceeds 10 million, and the domestic market share exceeds 30%. Nowadays, the market share of manufacturers such as RDA and Jingchen Semiconductor is also increasing.
According to relevant statistics, in the first half of 2017, in the Chinese LCD TV main control chip market, Morningstar Taiwan has a market share of about 40%, and MediaTek’s market share is about 5%. The total is less than 50%. The market share has dropped significantly. This is mainly benefited. Because of the rise of some new manufacturers. In the field of 4K TV master chips, domestic chip companies account for more than 60%.
Four reasons for the rise of domestic TV chips
1. The country attaches great importance to TV chips
The rise of the chip industry is inseparable from the support of the state. In recent years, the market position of "China Chip" has increased year by year, thanks to the support of national policies. The promulgation of the "National Integrated Circuit Industry Development Promotion Program" and "Made in China 2025" have injected strong impetus into the leapfrog development of my country's integrated circuit industry, and also reflects the country's great importance to the development of my country's integrated circuit industry.
China is a big TV production country, and the country's emphasis on TV chips is self-evident. Hisense and Haier both have a state-owned enterprise background. They have invested heavily in the research and development of "TV chips", which reflects their determination to vigorously develop.
2. Domestic TV chip companies are aggressive
In addition to the above-mentioned efforts and achievements of Huawei, Hisense, and Haier in the development of TV chips, domestic companies such as RDA and Jingchen Semiconductor are also very strong. In 2010, RDA launched the high-performance RF receiver chip RDA5880 for terrestrial digital TV reception. This is the first chip successfully listed in this field in China. According to OFweek electronic engineering network, RDA5880 is specifically for China's terrestrial digital TV. A chip designed for the market. Crystal Morning Semiconductor released the world's first 4K plug-in smart TV processor solution-T866 (main chip) + T101 in 2015. The main function of this solution is based on the Amlogic T866 chip. It is reported that the Amlogic T866 main control chip Successfully applied to Haier "Magic TV" and Damai "Split TV".
3. The domestic TV market is large, and smart TVs are a blue ocean
As the world's largest TV consumer market, China occupies half of the market share, but TV is a blue ocean in the future, and the market prospects for TV chips are unlimited. Data shows that at the end of 2017, the number of smart TVs reached 193 million units, a year-on-year increase of 31.9%.
According to predictions by relevant agencies, by 2020, the stock of smart TVs will exceed 280 million, accounting for nearly 60% of the market, and the arrival rate of smart TVs will gradually rise to 70%. For now, the share of domestic chip manufacturers still has a large room for growth, which gives them a very good market supply chain environment.
4. The "price hike" has given more opportunities for domestic TV chips
In recent years, for TV companies, upstream and downstream pressures have been great. Consumers' sensitivity to prices has made cost control the focus of manufacturers' attention. Panels have risen year after year, and so have imported TV chips. Since Taiwan's Morningstar was acquired by MediaTek, a "monopoly" has formed in the market, prices have risen a lot, and many TV companies are struggling. This provides opportunities for domestic TV chip companies. At present, domestic smart TV chips are mainly single-chip, which has cost advantages on the one hand, and reduces the difficulty of smart TV design and research and development on the other. Compared with the cost of import tariffs, domestic companies have obvious advantages.
High-end TV chips still need to continue to work hard
Compared with the world's top chip companies, domestic TV chip companies still focus on mid-to-low-end chip supply. In intellectual property and high-end TV chips, they still need to invest huge time and energy, such as 8K split TV and other fields. Since chip research and development is a long-term domestic production, as consumers, we are willing to wait and look forward to their new achievements. Fortunately, Huawei, Hisense and other domestic TV chip leaders are fulfilling their original promises step by step, and they are using "cores" to help the rise of great powers.
From Hisense’s successful development of China’s first ultra-high-definition image quality engine chip to Huawei’s HiSilicon’s high-end TV chip hi3751V510, it has now become the “standard configuration†of mainstream 4K TVs. "China Chip" is using "core" to break through, this time their main battlefield is the TV chip.
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