2017 color TV market is expected to decline by 5.8% but the upgrading trend is not reduced
Opportunities represent an opportunity. Peng Jianfeng, deputy secretary-general of the China Electronics Industry Association, said that in the face of tremendous pressure from the industry, color TV companies are not without breakthrough points. From the domestic point of view, the launch of the “renewal of the old†campaign will be activated. The new needs of the stock market; the expansion of smart TV functions, allowing entertainment to return to the living room, living room economic value. From an overseas perspective, the “One Belt and One Road†will activate new opportunities in overseas markets; color TV companies will need to strengthen their brand building and shift from Chinese products to Chinese brands; accelerate technology research and development, increase overall technical strength, and respond to patent barriers. From the point of view of the company's own operations, the company must control costs, improve product structure, increase product added value, abandon price wars and concept warfare, and implement win-win cooperation.
Multi-factor caused the first half of the color TV market "not to force"
According to data from Ove Cloud Network, China's domestic color TV retail volume was 21.81 million units in the first half of 2017, a year-on-year decrease of 7.3% and retail sales of RMB74.0 billion, a year-on-year increase of 4.3%, resulting in the “culprit†for this round of TV market declines. Naturally, the price of the upstream panel has increased, and Weng Zhenhua, the general manager of AVC's black power division, said that the price increase for this panel has continued from April 2016 until May 2017, the longest time in panel history. A price increase process, and the largest impact by the panel price is exactly the size of the current size of the largest small and medium size, especially the 40-inch and 43-inch, June 2017, FHD and 43-inch FHD, the average price of the whole machine sales rose 20% and 18%.
In addition to panel prices, the low profit margin of the color TV industry has also made it more difficult for companies to operate for many years. Aowei Cloud expects the color TV industry's profit to be less than 1% in the first half of 2017. Under low-profit conditions, the color TV set The operation of the company is more difficult. In the first half of 2017, the capital pressure of color TV companies and the news of personnel changes are proof. The major color TV companies have also adopted pressures such as cutting costs and contracting fronts to cope with low profits.
The dismissal of Internet dividends has quickly cooled down the online market that had soared before, to a certain extent, it also “dragged†the color TV market in the first half of the year. The data shows that the retail volume of online color TVs in the first half of 2017 was 7.68 million units, accounting for 35% of the total. , a drop of 1 percentage point from the same period last year. By the end of 2107, the popularity rate of Internet users in China was 53.2%, a year-on-year increase of 2.9%, and the total number of Internet users had stabilized; in the first half of the year, the average length of Internet access per user was 26.4 hours, a year-on-year decrease of 0.1 hours. The duration of Internet users has been exhausted. .
Finally, the long-standing price war has allowed consumers to accept the notion that “you can buy a higher style at a lower priceâ€, lowering consumer price expectations, and even making unbreakable prices unattainable. In 2016, the color TV industry carried out 18 promotions of different scales, and it did not decrease in 2017. This bitter fruit can only be swallowed by the company itself.
Upgrade is the main theme under pressure
Fortunately, this round of the color TV industry is in the doldrums, the companies have not reversed in such a tragic manner as the "price war", but they have invariably chosen "upgrade", and display technology, intelligence, appearance and size have all become breakthrough points.
The competition among OLED, quantum dots, and laser televisions has become a dazzling landscape in the first half of the year, and each one has developed rapidly on its own path. In the first half of 2017, the market penetration rate of OLED TVs was 0.2%, up 0.1% year-on-year. Percentage points, the current Chinese market OLED camp has expanded to six brands, both foreign brands LG, Sony, Philips, there are domestic mainstream brands Skyworth, Konka, Changhong. In the first half of 2017, the penetration rate of home laser projector market was 0.1%, which was an increase of 0.07 percentage points from the same period of last year. The color TV brand Hisense actively deployed the home laser projection market, and the addition of brands such as Ai Luowei, Kansang, and Xiaomi once again enhanced the laser projection. Industry attention. In the first half of 2017, the penetration rate of quantum dot TVs was 1.7%, a year-on-year increase of 0.7%. Currently, Samsung, Hisense, TCL, and LeTV are cultivating quantum dot technology.
Smart TV is also on the way to artificial intelligence. The data shows that in the first half of 2017, the penetration rate of smart TV reached 85%. In terms of functionality, basic conditions are provided for large-screen operations. Consumers' stickiness to smart TVs is increasing. The average daily operating rate in June is 44%, and the average daily time per terminal is 5.1 hours. TV applications such as video, games, education, and shopping are also more abundant. 2017 is also the first year of artificial intelligence TV. Many brands have launched new artificial televisions in the first half of this year.
Size upgrade is the most obvious aspect. In the first half of the year, 55 TVs increased by 7 percentage points year-on-year, with a share of 28.8%. 65′′ or larger size has become the main battlefield for brand operators. In the first half of this year, 93 new online and offline models were added, which increased by 38 and 13 respectively over the same period of last year. The market share was 5.7%. , an increase of 1.7 percentage points, China's color TV market continues to increase demand for large screens, 55-inch TV has become standard, and even industry sources said that it is necessary to redefine the large-size standard, the 65-inch and above TV is defined as large size TV.
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