Color TV industry, rural market is a must

012 China's electronic information industry economic operation and color TV industry research conference data show that in terms of shipments, China's color TV retail market sold a total of 43 million units in 2012, accounting for 20% of the global color TV sales, from the perspective of shipments The first six Chinese color TVs performed well, with about 57 million TV shipments throughout the year, while Japanese brand shipments were only 45 million, and TV shipments of domestic companies successfully surpassed Japanese companies.

In terms of sales, Vice President of China’s Electronic Video Industry Association, Bai Weimin, disclosed that from January to November 2012, China’s color TV output reached 125 million units, a year-on-year increase of 9.1%, and the annual TV production exceeded 130 million units. In addition, according to the latest calculation data of China's Yikang, in 2012, the total TV market in China will reach 42.8 million units, of which 18.75 million will be 3D TVs and 16.1 million will be smart TVs, accounting for 43% and 37% respectively. It is estimated that in 2013, 3D TV sales will reach 27.16 million units, and smart TV sales will reach 26.04 million units, which will increase by nearly 10 million units compared to 2012.

According to the monitoring data released by Ovid Consulting, in 2012, the retail sales of domestic color TV reached 42.628 million units, up 1.8% year-on-year, but retail sales were 148.28 billion yuan, down 5% year-on-year. Among them, LCD TV sales volume was 39.275 million units, up 5.9% year-on-year, and sales were 135.31 billion yuan, down 2.9% year-on-year. Plasma TV sales were 2,511,000 units, down 3.2% year-on-year, and sales were 11.98 billion yuan, down 17% year-on-year.

Large-screen color TV ushered in the development of new opportunities in the past two years, people began to shift more of their attention to the large-screen television products, the color TV market has gradually formed a large-screen smart TV as the core consumer trend. The large-screen color TV also ushered in a new opportunity for development.

According to data from domestic third-party research institutions, the share of retail sales of flat-panel TVs below 32 inches last year was only 5.5%, and this figure was 12.4% in the previous year, a decrease of 6.9% year-on-year. As the size of televisions has grown bigger, large-size TVs have also received increasing attention. As of September last year, the retail share of flats with 40 inches and above reached 51.2%, which was a 2.6% increase from the same period of last year. The popularity of large-size flat-panel TVs is a trend.

In terms of panel production, in recent years, the domestic LCD panel industry has ushered in the peak of investment, and companies have been competing to expand their production capacity, and have spent large sums of money to build large-size panel production lines. At present, China has formed four large plate industrial clusters around the Bohai Sea, the Yangtze River Delta, the Pearl River Delta, and Chengdu-Chongqing. It has eight production lines for 4.5 generations and more than five generations of panel production lines, and a total of eight panel production lines under construction and proposed. In 2012, the output of color TV panels in Mainland China reached 24 million, accounting for 10.5% of the global share. It is estimated that in 2013, the scale will reach 44 million, accounting for 17.6% of the global share.

It can be foreseen that large-size flat-screen TVs with a size of more than 50 inches have gradually become the mainstream choice for consumers to purchase new machines and “replacement”. According to survey data from the Consumer Electronics Research Office of the China Electronic Chamber of Commerce, consumer demand for 47-inch to 60-inch TVs is expected to increase significantly in 2013, which accounts for more than 56%.

Rural market has become a battleground After five years of fierce competition in flat-panel TVs, the current urban market has become saturated, but the rural market still has a large room for growth, and has become the battlefield for major TV manufacturers.

According to the latest data from Aowei Data, due to the saturation of the primary and secondary urban markets, the rural market scale exceeded the urban market for the first time in 2012. The share of the two is 51:49. The future rural market will become the main source of spatial expansion of China's color TV market. .

The rural market flat TV sales will have a significant increase in the following three factors. First of all, the rural TV market has been updated. From 2005 to 2007, it was the last peak of the CTR TV market entering the rural market. Its average service life was 8-10 years. Therefore, the peak period for replacing flat-panel TVs with CRT TVs is approaching. Second, major manufacturers, especially domestic color TV companies, are actively building rural marketing networks in an attempt to share the large market in the rural market. Finally, relative to the urban high-end market, rural TV market demand for color TV is relatively low, so TV companies mainly launched low-end models and mature models, through the scale of production to reduce prices, to meet the needs of rural consumers. The relatively low threshold means that the competition will be more intense.

In short, flat-panel TVs are relatively saturated in the urban market, and the rural market will become an important source of power for color TV companies to grow in the future.