TV market downturn has lasted for a long time, the situation in the first half of this year, especially the 'dire straits' However, after the third quarter, the second half of the 'warm winter' is approaching.
As of November 2, in addition to Hong Kong stocks Skyworth Digital, the major domestic TV giants have released three quarterly reports, manufacturers can be described as a joy.According to earnings, in the first three quarters of this year, Sichuan Changhong, TCL Multimedia, Konka, Hisense Among them, Shen Konka camp revenue was 20.16 billion yuan, an increase of 37.94%, the largest increase; TCL Multimedia's revenue rose 19.3% to 28.25 billion Hong Kong dollars; Changhong revenue of 54.45 billion yuan, A year-on-year increase of 12.2659%; Hisense achieved revenue of 23.75 billion yuan, an increase of 7.57% over the same period of last year.
However, according to the profit data of the past 9 months, the net profits of Konka and TCL increased by 390.65% and 4.2% respectively, while that of Changhong and Hisense decreased by 67.9724% and 47.39% respectively. Although Skyworth did not issue the third Quarterly, but July, August and September sales dropped for three consecutive months.
According to Sigmaintell's Global TV Brand Shipment Analysis report, the global TV market shipped 58.6 million units in the third quarter, down 7.2% from the same period of last year, and the demand for the fourth quarter is expected to return to flat year on year. After the rapid decline, in the third quarter, the TV brand manufacturers entered the 'Qiuqiuqiu' and is still facing manpower and panel cost pressures.
Performance turning point is coming
'The Chinese market is still relatively sluggish in the third quarter, the main reason is the cost increase.From the data, the retail sales of color TV in the quarter changes little, the profit better than the second quarter.In June this year, panel prices began to decline, but the real reflection To the machine is still some time, the brand is still relatively conservative in the procurement. "Orville cloud senior analyst Cui Jilong told 21st Century Business Herald reporter.
From the manufacturer's cost point of view, as the panel occupies more than 60% of the cost of the TV machine, the fluctuations of its impact on the most brand manufacturers at the same time, the upstream raw material prices also directly affect the color TV sales.After Skyworth Chairman Lai Weide In an interview with this reporter, he said: 'On the one hand, the state will step up its supervision on environmental protection, safety in production and quality and safety so that its management costs will rise. On the other hand, many raw materials have doubled in cost and raised costs.'
Qunzhi consulting also mentioned in the latest report, the third quarter of color TV overseas orders increased rapidly, the customer delivery period is short, making some short-term material shortage and price increases, but also indirectly suppressed the third quarter, the entire plant out In addition, as the world's largest TV production base in China, the production season, the TV manufacturing industry needs a large number of production line workers in short supply, labor costs also will rise, more seriously affected the shipment.
However, from the inventory point of view, the domestic brands basically returned to normal levels in the third quarter.Quotes Chi PSI (sales research) research model shows that the end of the third quarter of the domestic TV brand manufacturers inventory weeks reduced to 6 weeks , Cleaning up faster than expected.Moreover, part of the brand manufacturers inventory dropped to the healthy level by the end of August, such as Hisense stock at the end of August was 6.3 weeks.
With the arrival of the panel price cut-off period, the cost pressure of color TV enterprises will be further eased .In the fourth quarter, Double XI became an important sales node after the National Day sales season .Cui Jilong told reporters: 'This year's Double 11, both channels Business or brand are increasing investment channel originally mainly Lynx force, and now Jingdong also joined the strong.Currently the sale of color TV channels accounted for about 30% of the channel, we predict this year double 11 color TV sales growth of 14 %, But the growth rate is not as good as last year, an increase of more than 50% over the same period last year.
In his view, strong channel pull, the decline in upstream costs, as well as shipments of color TV manufacturers, will be the driving force in the fourth quarter results of the three key factors.
In-depth transformation
According to the statistics from Qunzhi Consulting, the top three brands shipped by the domestic market in the first three quarters are Hisense (15%), Skyworth (15%) and TCL (14%), with internet brands accounting for 20% of the total Drops, of which, the top ranked millet television accounted for 4%, music TV accounted for 3%, storm TV accounted for 2%.
Right now, while accelerating internationalization and expanding overseas markets, manufacturers expand their businesses to complement each other's main businesses, and Southeast Asia, Europe, North America, and emerging Brazil have all become markets for color TV enterprises.
Business expansion point of view, Changhong and Hisense are overweight 2B business, Changhong relevant person in charge told 21st Century Business Herald reporter this year, Changhong is undergoing state-owned enterprise reform, the next will strengthen the construction of 2B plate.
Cui Jilong said: 'The color TV industry's 2B business mainly in the commercial display market, including the electronic whiteboard, splicing screen, which is the hot market. 2B business profits are greater. According to our statistics, sales of commercial television in 2017 is expected At 5.95 billion yuan, laser projection reached 8.58 billion yuan and electronic whiteboard was 16.21 billion yuan, with companies such as Hisense and Changhong increasing their investment.
In the meantime, Konka Group is gradually transforming itself into an investment holding platform. Skyworth is undergoing a five-year restructuring and upgrading plan while TCL is continuing its corporate restructuring and 'double +' transformation. In contrast, the Internet brand is even more difficult. Cui Jilong told reporters: This year, Internet TV can not afford to burn money. Last year, LeTV and Xiaomi whales reached more than 1 million units, but now LeTV has only tens of thousands of shipments in January.
In the case of increasing sales more difficult, how to make the TV screen value-added, it has become the focus of the industry.In other words, when the boot rate decreases, the TV screen as a family terminal, how to attract more users? It seems that this year, television companies and Tencent, Iki, and other Internet companies have more cooperation in depth, not difficult to find the determination of the traditional color TV business transformation, as well as content providers do not want to let off the living room screen opportunities.