On July 6th, the 2017 (13th) China Digital Television Industry Development Conference co-sponsored by the China Electronics Chamber of Commerce (CECC) and the China Electronics Standardization Institute (CESI) was held in Beijing. The conference released a new report “China's Color TV Consumption in the First Half of 2017 and Market Trend Forecast in the Second Half of 2017”. The data shows that from January to June 2017, China's market for color TVs consumes 24 million units and is expected to approach 50 million units in the whole year.
Consumers upgrade to dominate the color TV industry to reverse the trend of high-end products
With the transformation of domestic economic structure to consumer economy, consumption upgrade has gradually become the mainstream trend of the market in recent years. The 2017 “Government Work Report” pointed out that we must adapt to changes in consumer demand, improve policies and measures, improve the consumer environment, and increase the consumption of high-quality products in order to better meet the requirements of consumption upgrades. In the continuous transformation and upgrading of the color TV industry, it conforms to the burgeoning trend of information consumption and accelerates the update iteration of new display technologies.
Since 2017, new technologies and new products such as OLEDs, quantum dots, laser televisions and artificial intelligence have entered the period of intensive application. Not only are traditional color TV manufacturers, Internet TV brands are also transforming into high-end products. With the addition of Sony, OLED camps that have gathered brands such as LG, Skyworth, Changhong, and Konka are becoming more and more powerful; Quantum-dot TVs have improved their penetration rate under the promotion of TCL, Samsung, and Hisense; laser TVs have grown rapidly. The category has also become an important product for Hisense, Changhong and Xiaomi. It is reported that Internet TV brands will also make efforts to launch laser TVs in the second half of the year. As the next outlet of the color TV industry, AI TVs have attracted great attention from the industry and consumers. Changhong released the world’s first AI Center, a TV-centered artificial intelligence platform, and two artificial smart TVs in March of this year. New products. Zhang Subing, director of the Digital TV Standard Compliance Testing Center of the Ministry of Industry and Information Technology, stated at the meeting that in order to keep abreast of the development trend of the new display technology in the color TV market, China Electronics Standardization Institute has adopted the “Intelligent TV Speech Recognition Test Method, General Technical Requirements” and “Laser Display Technology”. The formulation of the "Specifications" was put on the agenda to better regulate the development of color TV market. It is reported that "laser display technical specifications" will be released in September this year.
According to the monitoring data of Zhongye Kang, in the first half of this year, the consumption in the color TV retail market as a whole showed a sluggish trend. Taking the “May 1st” promotion season as an example, the retail volume of color TV continued to decline, which was 14.4% year-on-year, but it was on sales. A slight increase was achieved, up 1.72% year-on-year. According to Lu Jiebo, a well-known household electrical appliance expert and deputy secretary-general of the China Electronic Chamber of Commerce, the fall in the volume of the color TV market in the “51” promotion season was mainly due to the rising consumer demand for large screens and high-end color TV sets, indicating that the color TV enterprises’ forward-looking layout in the high-end market. Has worked, many companies have realized that the strategy of relying on low prices to grab the market will no longer be agile, to upgrade product value through technology upgrades, to profit from high-end products is the right way, so have turned the high-end market into the second battlefield.
According to the results of random interviews and online surveys conducted by the China Electronic Chamber of Commerce on consumers, among the factors influencing TV purchase decisions, the quality, brand, and size rank the top three, accounting for 24%, 18%, and 17%, respectively. %, This shows that the price is no longer the primary factor consumers consider purchasing color TVs, and they are more interested in quality consumption. Therefore, technical upgrading of products and a firm transition to the high-end are an important direction for reversing the decline in the color TV industry. Channels should also be aligned with high-quality consumption. Co-branded companies should increase the availability of high-end products. Suning has launched more than 50 OLED and QLED tasting sessions nationwide since April this year, and opened the nation’s first OLED experience hall in Beijing.
Large-screen display of large-scale TV sales
According to data from the Consumer Electronics Products Office of the China Electronic Chamber of Commerce, with the increase in the number of new middle-class people and improvement of living conditions, large-size TVs have become the first choice for consumers to upgrade, and 76% of respondents will choose 55-inch and above sizes. TV. The "China's color TV consumption in January-June 2017 and market trend forecast report for the second half of the year" pointed out that in the first five months of this year, the share of large-size TVs with a size of 55 inches or more was maintained at about 33%, compared with the increase in January last year. 52%. Replacing large sizes has also become the most important driving force for the upstream panel and machine manufacturing industries.
The linkage of upstream and downstream industry chains has ushered in a major explosion in large-size TVs. From the upstream perspective of the industry, LG, BOE, Innolux, and China Star Opto-Electric respectively invested in the 10-11 generation panel line, all facing the 60-85 inch large screen market. From the manufacturing end, not only domestically-made traditional complete-machine companies, but also foreign-funded enterprises such as Samsung, Sony, Sharp, Philips, etc., as well as Internet TV companies like LeTV, Kansang, Storm, and Micro-Whale, have also targeted the large-screen market. Samsung's QLED TV focuses on the 55-inch and above market, showing its determination to seize the big screen; Sony has always been the main high-end big screen, in the 75-inch size segment, market share far ahead; Skyworth, LG push the OLED wallpaper TV Dimensions are all 65 inches; Hisense uses the ULED+ laser television combination to power the big screen market. In the offline market where the "51" promotion season exceeds 85 inches, Hisense takes the lead with 61% market share, among which Hisense Laser TV has contributed.
The report pointed out that laser television has obvious advantages in satisfying the average family's demand for oversized. With the increase of participating companies and the maturity of the eغير مجاز مي باشدystem, there is room for further decline in the price of laser televisions. It is estimated that by 2020, the price of laser television will enter the era of 10,000 yuan, which will have a huge appeal to consumers.
With the dual effects of the overall upgrade of consumer demand and the significant increase in the quality of new display technologies, the trend of the screen size of TVs in 2017 has become more pronounced. Following last year's 55-inch TV became the channel leader product, this year's 65-inch, 75-inch and even larger size growth potential is huge, or will become the 2017 TV industry's more popular size products. Lu edge wave analysis shows that the large-size display reflects the transformation of the color TV product structure to high-end and high-end. In 2017, it will continue the trend of large screen volume increase. The core of corporate marketing will also focus on clearing small and medium-sized inventory. Rely on large-size high-end products to drive overall sales and gain profits.
Coexistence of challenges and opportunities Color TV industry needs to face challenges
In the TV market, "interim final exam" key nodes, the industry outlook and market trends in the second half, both opportunities and challenges.
The new display technology has become an important engine to promote the development of the market, and consumer awareness has also risen. In the process of conducting random interviews with consumers, the China Electronic Chamber of Commerce found that consumers have a high awareness of artificial intelligence televisions and OLED televisions, accounting for 38% and 22% respectively. With the vigorous promotion of color TV companies, new display technologies have entered the stage of cognitive improvement. Conversely, with the increase in consumer awareness, OLEDs, quantum dots, artificial intelligence, laser displays, etc., will usher in a rapid increase in market share. In the long run, these new display technologies will develop in parallel and jointly drive color TV sets. The industry is working hard.
From the current point of view, although the demand for color TV has increased from the number to the stage of quality improvement, at the same time we should be alert to the quagmire of price war in the second half of the year. Because the panel market has experienced price increases for the past 10 months, prices have entered a relatively stable state in February and March of this year. Since June, almost all panel sizes have experienced price declines. Therefore, in the second half of this year, the price of TV sets will gradually return to last year's level. So, will the color TV price war come back in the second half? Lu Renbo believes that color TV companies have obtained new market growth points and profit sources from the layout of mid-to-high-end products, and will no longer easily launch price wars. The competition of various brands will return to a healthy state. Of course, with the return of capital markets to rationality, the survival of Internet TV brands will be even more difficult. A new round of reshuffling will be inevitable. Which brands can withstand the long-term test of the market and survive, and the end of the year will give an answer. .
It is worth noting that the “toughest real estate regulation policy in history” will significantly reduce the demand for color TVs, and the color TV market will be more difficult in the next six months. As color TV companies have entered the high-end fast lane of large screens, and the profitability of single products has increased, it is expected that the overall color TV market will experience a declining volume.
Lu Renbo said that in the home appliance industry in China, the color TV industry is the most competitive and full of competition. In this year of changeable changes, color TV companies must face difficulties and not only pursue growth in quantity, but also pay attention to it. The increase in the amount of this foreign-funded enterprises has made a change. At the same time, the domestic color TV market has become saturated, and there is still a huge room for improvement in overseas markets. Therefore, domestic color TV companies should focus on the user experience and change the market through high-end, quality, and differentiation. We must take a solid approach to internationalization and achieve steady development through innovation.
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