Oliver cloud network today released the "third quarter of 2017 China's color TV market summary report" shows that the third quarter of 2017 color TV market by the first half of the price of color TV panels, Internet brand scale, online retail channel growth slowed down, the enterprise market Publicity lack of sound and other factors, the worst in the history of the third quarter.
Panel prices do not lead to high prices led to poor sales of color TV market
Data show that the third quarter of 2017 color TV market retail sales of 10.41 million units, down 12,9%; cost pressures and product structure upgrades, retail sales rose 1.3% year on year, to 35.7 billion yuan; sales area of 6.89 million Square meters, down 7.3% from the global situation, the panel and machine shipments are not ideal, the first three quarters of 2017, the global panel shipments 191M, down 0.9%; global machine shipments 152M , Down 3.6% year on year.
Panel prices do not fall is the main reason for the impact of the entire market.It is reported that the first three quarters of 2017 color TV retail sales price remained at 70 yuan or more, climbed to high in September, the third quarter, the average price of color TV rose 16.3% Color TV machine product sales sluggish.
On the other hand, foreign brands and Internet brand exchange sites, the Internet brand share fell 11 percentage points over the same period last year, accounting for 12%, while foreign brands market share of 21% over the same period last year increased by 7 percentage points. Channel growth slowed also affected the growth of the entire color TV market.According to the data released by the Austrian-dimensional network, the third quarter of 2017, Taiwan's electricity and commercial power of the growth rate of 10 or less, self-owned by the Internet The impact of brand performance has seen negative growth.
In the third quarter, the color TV market propaganda sound has been weakened .2016 September is the most intensive color TV promotion month, according to incomplete statistics, a total of 19 different sizes of brand promotion and channel promotion .2017 in September, a total of 11 brand day promotions and channel promotions in addition to the third quarter of 2017 product launches only 1 field, compared with the same period last year reduced by 5 games, color TV manufacturers negative news frequency, the consumer had a negative impact.
Product structure upgrade is still the main theme of color TV consumption
Although the color TV market performance is unsatisfactory, but the product structure upgrade is still the main theme of color TV consumption, which mainly in:
Line is still the main battlefield to upgrade the consumption of the third quarter of the high-end color TV market (6000 +) retail sales of 988,000 units, an increase of 28.7%, which line under the market high-end products market share of 13.1% over the same period last year increased by 6.7 Percentage points; online market, high-end products, the market share of 4.1% over the same period last year increased by 2.2 percentage points. Line is the main product of high-end products market.
Second, the 55-inch color TV market has become the largest size, accounting for nearly one-third of the market share. Large scale continues to deepen, the third quarter, 60-inch and 65-inch market share rose 1.8 percentage points and 1.3 percentage points , Reached 3.7% and 5.5%, 70-inch and 75-inch market share also showed an upward trend.
4K TV has been popularized, 8K TV began to layout in the third quarter of 2017 4K TV penetration rate of 60.0%, compared with same period last year increased by 11.4 percentage points from the size of the structure, 4K basically achieved in the large-scale product coverage. 8K TV began to layout, the current SDP, INNOLUX, AUO, BOE, CSOT, LG, SDC have been planning 8K panel, end market Sharp has launched 8K TV products.
Technological innovation and product penetration increased, which surface TV market share of 9.7%, compared with same period last year increased by 1.7 percentage points; ultra-thin TV market share of 5.8%, compared with same period last year increased by 3.5 percentage points; no border TV market share of 4.0%, an increase of 2.3 percentage points over the same period last year; split TV market share of 0.5%, an increase of 0.5 percentage points over the same period last year.
Quantum point TV scale growth, the third quarter scale of 53,000 units, an increase of 24.3%. Samsung, Hisense, TCL, Philips, music, popular and other enterprises in the active layout of the quantum point of television.
Large data, cloud computing, rapid development of intelligent chip applications and deep learning core breakthrough for the application of artificial intelligence to provide technical support, artificial intelligence to image recognition, speech recognition, natural language processing applications continue to expand .2017 listed TV new machine Type of artificial intelligence TV products accounted for up to 23%, artificial intelligence TV TV market is becoming the next hot spot.
Panel prices fell across the board, the fourth quarter or a reversal of space
Although the third quarter for the worst in history, but the market in the fourth quarter of 2017, Ovilvy Wang is optimistic that the fourth quarter, the color TV market, more favorable factors, retail sales are expected to usher in the scale.
Panel prices are the primary factor, panel prices since June began to decline across the board, the size of the panel size in September close to the same period last year, including 32-inch HD, 43-inch FHD, and 55-inch FHD, 55-inch UHD panel prices have been lower than the same period last year Level, the next three months the panel prices will continue to decline.Price prices fall to ease the cost of the whole machine pressure for the fourth quarter of the color TV market promotion to provide more operating space.
The fourth quarter of 11, double 11, double 12, New Year's Day four major promotions, which is expected to pull the fourth quarter to achieve the scale of growth from the current market performance, the decline in color TV in October, The scale of sales, 41W online retail sales growth of 38%, offline retail sales growth of 6.6% .12 11 pre-sale has already begun, color TV pre-sale products in 86% of the product model pre-sale price dropped to the lowest price, Which Sharp 60-inch pre-sale price of 3899 yuan to see still 58-inch pre-sale price of 3449 yuan, millet 55-inch pre-sale price of 2699. Pre-sale products at the same time, the product style is not behind, covering OLED, artificial intelligence, Surface, large size and other high-end properties, Ovid cloud network is expected, double 11 color TV market scale will reach 192 million units, an increase of 13.6%.
To the fourth quarter, the core business sprint is imperative, which is one of the key factors affecting the performance of the market.As of the third quarter, the core business BP completion is not ideal, the data show that the five companies BP completion rate just half, The fourth quarter of the manufacturers will be more intense competition. Four promotional nodes naturally become the battlefield of manufacturers, color TV market downturn or will be due to the fourth quarter of the lively change.
As a result, the Owen cloud network is expected, Q4 color TV market size is expected to achieve the upturned, the fourth quarter of the color TV market retail sales will reach 15.57 million units, an increase of 0.9%; retail sales of 50.7 billion yuan, an increase of 1.9% , The only growth in 2017 quarter .2017 annual color TV market retail sales will reach 47.78 million units, down 6.1%; retail sales will reach 160.5 billion yuan, an increase of 2.9%.