TV market bottomed out
According to the Consumer Electronics report from China Yikang, the color TV market is very turbulent this year. In the first quarter, the average sales volume of color TVs dropped by 13%, and only individual brand sales rose. According to the first-quarter performance report released by color TV manufacturers in 2017, the net profit of China's five TV manufacturers showed a year-on-year decline, and the development situation is rather pessimistic.
The poor performance of the color TV market in the first quarter of this year made it the worst start in recent years. In response, Bai Weimin, executive vice president of the China Electronics Video Industry Association, said that China's color TV companies have been working very hard. Their products and technologies have been continuously innovated and differentiated. However, the increasingly saturated color TV market, rising raw materials and other factors make the machine manufacturers face tremendous pressure.
Since the second quarter, the domestic color TV market has continued its slump in the first quarter. According to AWC data, during the “May 1st†promotion period, the retail volume of color TVs was 1.76 million units, a year-on-year decrease of 13.0%. In addition, the 18-week data of Zhongyekang also showed that the 51 year-on-year growth rate of the LCD TV market decreased by 21.4. %.
It can be said that from January to early May of this year, the television industry has been in a stage of low growth. The severe, sluggish and stagnant have become high-frequency words describing the color TV market this year. Is this the color TV market will continue to be negative this year? of course not. According to the latest data from China Yikang, after experiencing the worst start in history this year, the color TV market bottomed out in May and is slowly picking up, especially the offline market will enter a growth period, with an increase of 4.1% in May from the beginning and it will enter "Rising" stage.
The industry analysts analyzed that the reason why the color TV market will pick up is mainly due to the fact that the price of raw materials such as the upstream panel has not risen, and that it has begun to loosen in June, so that the price of the whole machine has dropped. Especially in the 39.5-43 inch range, due to the rapid decline in demand, resulting in excess supply, color TV prices have a slight decline; in addition to the main size of 55-inch TV is also beginning to tilt the price side.
The price has always been the “barometer†of the market, and the price of the whole machine will be loosened, and the market will pick up. Expected next, the TV market will continue this warm current, plus 618 promotions, summer promotions, 11 Golden Week, Double 11 and other successive big promotions, is expected to bring about a big change in the color TV market.
Anxious
Recall that in the first half of this year's color TV industry, although the situation was sluggish, it was very lively. Since the release of new products this spring, both traditional TV manufacturers such as Skyworth and Hisense, as well as Internet TV brands like Xiaomi and LeTV, as well as foreign TV brands like Samsung and Sony, have been active and have actively promoted new products and channels. And from this year's new TV show point of view, various new concept products have emerged in an endless stream, quite "impatient to invest more" means.
First, TV products use artificial intelligence technology. Entering 2017, artificial intelligence television has ushered in a rapid development that is out of control. Many TV manufacturers have chosen to enter the field of artificial intelligence and launched new television products that focus on artificial intelligence labels. In March alone, Changhong, Sony, TCL, Xiaomi, and LeTV released new products for artificial intelligence TVs. The "living room economy" centered on artificial intelligence TVs gradually surfaced. This is not enough. During this year's 618 Jingdong Shopping Festival, an artificial intelligence quantum dot TV set popular in Jingdong Television was sold at a discounted price, which was particularly eye-catching. Artificial intelligence quantum dot TV concept is expected to surging.
Second, sharing TV came slowly. In recent years, the term "sharing economy" has become popular in the community. After the introduction of shared bicycles and shared cars, "shared home appliances" has also become a search hotspot on the Internet. Among them, the concept of shared television was promoted this year by internet TV giants.
On May 15th, LeTV announced that the concept of “shared TV†will soon be introduced. In simple terms, this is based on the tens of millions of user groups accumulated by LeTV Super TV. The contribution of users to Super TV will be the boot, consumption, and activity level. Etc., are converted into corresponding measurable values, and users can then convert these values ​​into equivalent services, including receiving super TV, membership, benefits, and peripheral products. The concept of LeTV shared TV is mixed, but despite this, LeTV has received very high attention in a short period of time.
Finally, laser television is widely mentioned. In fact, along with the surge in user demand for quality, laser TVs with large-screen viewing effects have been hot for the past two years, and this year they are even hotter. Looking at the current laser television industry, there are no less than 20 brands that have launched laser television products. There are traditional TV manufacturers represented by Hisense, who have settled in, and there are also brands of Internet TV brands represented by Kansei, as well as traditional projection brands represented by Sony. According to the forecast of Ovid Cloud Network, the laser projection market in 2017 will reach 300,000 units, which is expected to increase by 92% compared with the same period of last year.
Of course, in addition to representative conceptual products such as artificial intelligence televisions, shared televisions, and laser televisions, new color TV sets named after various display technologies are also attracting attention. Some industry professionals believe that TV products are only a part of the so-called ecological system in the eyes of many manufacturers. The TV market was smashed in order to support profitable development. By attracting attention through artificial intelligence televisions, shared television, and laser theaters, the public will continue to pay attention to this issue. If the consumer fails to buy it, the TV market will fall into a vicious cycle of development.
Where do TV manufacturers go in the second half?
Entering the threshold in June this year means that the second half of the color TV industry has begun to count down. In the first half, the color TV industry was sluggish, and people could not help but worry about the development of the TV industry in the second half. What will the TV manufacturers do? According to a summary report issued by the China Electronics Video Industry Association, demand for color TVs has entered the quality improvement phase from the stage of volume growth, and the market has presented three major trends: size upgrade, function upgrade, and high-end demand. Relying on these three major trends, the development of color TV manufacturers in the second half can be summed up as a strategic step-by-step combination of size upgrade, function upgrade and high-end upgrade.
First, the size is upgraded. Market data shows that from the perspective of TV-size TV shipments in May, 55-inch TVs have become the “first sizeâ€, accounting for 32.3%; 32-inch TVs occupy the second, but the proportion has dropped to 14.9%; 43 Inch occupied third place, accounting for 8.8%. The fact that the size of the TV industry has become larger and larger is recognized by the industry, and the proportion of small-sized TVs has declined, which is a testament to this fact.
In the past two years, consumer demand for TV screen sizes has been increasing year by year. The industry predicts that after 55 inches, 65 inches will become a rising star in 2017, and 70 inches will emerge. Focusing on large size, it will be the core of the future development of color TV innovation display technology.
Second, the functional upgrade. Nowadays, Chinese consumers have experienced economic growth over the past few decades, and their income has been sufficient. Consumers are no longer simply looking for cheaper prices, but want better products and services. In addition, under the call of supply-side reforms, color TV manufacturers must provide users with solid hardware products, but also provide users with excellent content, functionality, experience and other additional value-added services, such as interactive experience, behavioral awareness and so on.
Third, high-end upgrades. The structural transformation and upgrade has become the main theme of the development of the television industry in the past two years, and TV manufacturers are also adding product technology layouts under this main line. Following 4K and HDR, no borders, ultra-thin, curved surfaces, Quantum dots, and OLED have become the high-end hot words for 2017's color TV differentiation.
In the first half of the year, Konka released new high-end products such as the latest OLED TVs V92 and 8K TVs; Skyworth, a TV brother, pushed a WallPaper TV as thin as a “mural†in April; the 65-inch price was as high as 9,999 yuan; Hisense’s Q1 this year , Its laser television in the 85-inch and above large screen market share accounted for up to 55.83% ... ... the second half, color TV manufacturers still push the high-end upgrade in the new products will not be wrong.
Ovid Cloud Network data predicts that in 2017, the TV market will continue to maintain its growth trend. The annual retail volume of the Chinese TV market will reach 53.10 million units, an increase of 4.2% year-on-year, and retail sales will reach 164 billion yuan, up 5.1% year-on-year.
Written at the end:
In 2017, the color TV industry has entered a key node, and the survival of the fittest has become a cruel and realistic feature of the times in today's TV market. Not only is the color television display technology iteration cycle shortened, but the product life cycle lengthened contradictions intensified, but also the trend of consumer upgrades, and Internet TV brand "spoiled", make TV manufacturers more difficult days. The second half is already in the spotlight, and the color TV manufacturers can take the lead in getting out of the ring. It is worth your while.
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