Affected by the broad-based upstream panel prices, the first three quarters of 2017 were in a gloomy mood in China's color TV market. According to the "Summary report on the third quarter of 2017 in China's color TV market" released by AVC recently, the TV market suffered the worst in history In the third quarter, the retail volume of the color TV market in the third quarter was 10.41 million units, down 12.9% from the same period of last year; and the sales area was 6.89 million square meters, down 7.3% from the same period of last year.
Although the market size has declined, but "China Business" reporter learned in the interview process, color TV market product structure upgrade is still the main theme .55 inches and above has become a big selling color TV category, 4K HDTV is the consumer The main target of the purchase of television.
The industry generally believes that as the panel prices and Internet divide receded, the first three quarters of this year's overall color TV industry shipments showed a substantial decline over the same period last year.
In response, millet TV, Philips TV and Sharp responsible person in response to the "China Business" reporter said the company will be launched in the fourth quarter sprint, and other promotional nodes in the 'Twelve 12' increase discounts, while continuing to develop high-end , Intelligent new products to meet consumer upgrades and increase market share.
The domestic market shrinks
From the first quarter of this year, the color TV market continued to slump, the retail volume is also shrinking.China Video Industry Association Peng Jianfeng, deputy secretary-general pointed out that from January to September 2017, the retail volume of color TV market decreased by 9.2% Cloud Network Report shows that in the first three quarters of this year, including music, Storm Internet brands, including the same decline in the size of the same period last year dropped by 11%, accounting for 12%.
Orville cloud network analysis that this year is the color TV market suffered the worst in the history of the third quarter, the average price increase is the main factor affecting the decline in the market since 2017, the panel prices remain high, leading to the whole machine In the first three quarters of 2017, the average size of retail sales of color TV sets kept above RMB70. In September, the average retail price of color TV rose by 16.3% over the same period of previous year.
Home appliance industry observers Liu Buchen pointed out in an interview with reporters this year, the overall situation of the color TV industry is more severe, with the exception of the profitability of some domestic old brands is relatively good, most other Internet brands less profitable. 'I think there are two main reasons, First, over the past few years the market digest, there is not much room; the second is the panel prices last year, rising costs, leading to loss of the traditional color TV powerful, but also not through large-scale sales to increase sales.
It is noteworthy that, as of press time, domestic major color TV manufacturers have announced three quarterly reports from the earnings report, Skyworth figures (000810.SZ), Sichuan Changhong (3.910, -0.09 , -2.25%) (600839.SH), TCL Multimedia (01070.HK), Konka A (6.460, -0.14, -2.12%) (000016.SZ), Hisense Electric (16.130, -0.19, -1.16%) (600060.SH) operating income have achieved varying degrees of growth.Among them, Skyworth figures in the first three quarters to achieve revenue of 5.144 billion yuan, an increase of 20.98%; Sichuan Changhong revenue of 54.448 billion yuan, an increase of 12.27%; TCL Multimedia Realization Revenue was HK $ 28.25 billion, up 19.3% YoY. Konka Group's revenue was 20.164 billion yuan, up 37.94% over the same period of last year. Hisense's revenue was up 7.57% from the same period of last year to 23.75 billion yuan.
Compared with the traditional TV brands, Internet TV brands, in addition to millet TV is on the rise, the other brands are not good days. LeTV (15.330, 0.00, 0.00%) to produce semi-annual report shows that the first half of this year, New revenue 46.53 billion yuan, down 37.64%, net profit loss of 282 million yuan; media reports, storm TV shipments in 2016 exceeded 1 million units, micro whales TV shipments of 800,000 units, and this year As of now, Storm TV shipments are 500,000 units, only 40 million units of micro whales TV shipments.
Storm Group (20.200, 0.00, 0.00%) CFO Jiang Hao said in an interview that Storm TV sales in the first half to 55 million units, an increase of about 30%. But frankly, Storm TV is still in an expansion loss.
Foreign brand adjustment strategy rose against the trend
Interestingly, in the third quarter of the overall downturn in color TV market, foreign brands rose against the trend.According to Orville cloud (AVC) omni-channel push total data show that the third quarter foreign brands market share of 21% over last year Over the same period an increase of 7%, of which Sharp, Sony's performance is particularly prominent.
Data show that Sharp since August last year after the official acquisition by Foxconn, the strategic layout, marketing tools have undergone fundamental changes.October 28, Sharp announced from April to September this year, the financial data, the reporting period, the company net profit Up 34.7 billion yen to reverse the decline of 45.4 billion yen a year ago.According to the report, the key to its revenue growth is the revenue growth of the panel business, while the substantial increase of its panel business revenue mainly comes from the Chinese market Contributions.
According to WitsView, the global shipments of Sharp's second quarter 2017 show a multiple of growth from the first quarter of 2017, ranking fourth from the ninth to the first half of the year. The shipments in the first half of the year reached 380 Million units, an increase of 70%.
According to the latest data, Sony in the second quarter of fiscal 2017, sales revenue of 2.06 trillion yen, up 22.12%; to achieve a profit of 130.852 billion yen, an increase of 2602.44%, of which Sony TV with high-end products to quickly seize The world is opening a new round of consumer high-end, branded market.In the second quarter of this year, Sony TV global sales reached 3.2 million units, a net increase of 100,000 units.
Recently, the reporter came to Tianning Road in Shanghai, Suning Tesco store, according to sales staff, although the current Japanese brands only Sharp and Sony in the sale, but sales of about 40%, while the number of domestic brands, sales sum only accounted for 60%.
'In the overall downturn in color TV, there are still brands to stand out.Japper relies mainly on the overall strategy of the Chinese market adjustment, localization of brand awareness, in-depth channel integration and cost-effective products in many areas to achieve high growth; Sony focus on the high-end market , Driving the overall brand growth, especially after the release of OLED products, the overall brand image and sales have greatly improved. 'Orville cloud Black Black Division, deputy director of research Jie Mei Juan told reporters that in the face of adversity, Enterprises need to give full play to their own advantages, around a force point to get the chance.
Appears in Liu Buchen, Sharp this year has taken a series of low-cost sales strategy to drive price-driven consumer purchases, expanding market share in the implementation of low-cost strategy, Sharp TV quality did not fall Down, so in the color TV industry as a whole sluggish circumstances, Sharp's sales volume to achieve a buck against the market.
Market forcing companies to fight 'high-end card'
Although the color TV industry in China this year, the performance of the scale is not satisfactory, but the big screen, high-end performance commendable, the industry believes that with the escalation of consumption, the future of high-end or will be the turning point in the industry opportunities .
In the Yikang data show that 55-inch and 65-inch color TV with 3.67% and 2.80% growth respectively, the fastest annual increase in size, so the industry will usher in the second half of the W-shaped signs of caudal.
Orville cloud network monitoring data show that in the first half of 2017, color TV product line average price rose 15.3%, the price increase led to offline color TV sales fell 19.5%, but the overall trend is different from the offline market Sales of high-end color TVs, which sold over RMB10,000, contrarian, up 2.1% year-on-year. The average selling price of 65-inch products, which occupy nearly 60% of the market of RMB10,000, increased by 3.4% over the previous year while the sales volume still increased by 10.4% .
It is not difficult to see that in the current situation, the color TV industry only aimed at the big screen, to the high-end market power in order to meet the challenges of the environment.Reporters also found during the visit, at home appliances stores, 4K TV is the standard , Highlight the main focus on the curved screen and OLED TV.
Jie Mei Juan said: 'As the consumer upgrade, the entire consumer electronics field will face the trend of high-end products, big screen, the high-end color TV will focus on display technology, industrial design, intelligent application of three directions, the new product Rapid iteration, will also help stimulate the release of market demand.
Yang Lin, general manager of public relations at Sharp disclosed to reporters that Sharp is currently selling mainly 40-inch TVs, and all sizes have increased sales of products in the future the company will continue to develop a wide range of new products.At the same time, from October onwards, Sharp started selling 8K TVs worldwide and aggressively invested in cutting-edge technologies.
Chi Chi-chung, director of Philips TV product management, said that in the future Philips will continue its efforts to enhance intelligence in order to voice-based. 'For example, when I came home, say "Langya Bang" can wake Philips and start to see TV.
Looking into the fourth quarter, many industry insiders are optimistic when interviewed by reporters.Jie Meijuan pointed out that since entering the fourth quarter, the profitability pressure and cost pressure of color TV enterprises have gradually been eased, ', New Year's Day and other promotional peak season, the fourth quarter of 2017 is expected to market size is expected to rebound.
Lu Renbo, deputy secretary general of China Electronic Chamber of Commerce also said panel prices finally began to loosen in the second half, so that color TV manufacturers to ease the cost pressures.For color TV companies, 'double eleven' and other nodes is a good time to promote, Have the opportunity to make color TV enterprises to make up for the first half did not reach the shipping target.
International panel analysis and statistics agency IHS recently released in October 2017 the latest panel prices, the data show that in October the panel prices are in a downward trend, especially the 40-inch and 43-inch panels, the highest decline of 7% with the panel prices down, Relevant person in charge of millet television told reporters that millet 32-inch smart TV has cut prices to 999 yuan, which is the first time intelligent television into the hundred machine era.The company predicted that millet TV sales in the fourth quarter is expected to grow 204%.
Facts have proved that 'double eleven' really let the color TV market ushered in the long-awaited eruption, Orville cloud latest data show that 'double eleven' day TV sales reached 2.057 million units, an increase of 21.7%, with sales of 6.35 billion yuan, an increase of 32.6%, 1 to 11 consecutive 11 days sales of 3.28 million units for the 2017 'double eleven' to pay a satisfactory answer for brand impulse provided the conditions.
However, Liu Buchen believes that the Spring Festival, New Year's Day, including 'two twelve' and other promotional activities will certainly play a positive role in the market, but these are only phased market stimulus, the overall market situation is still difficult to change.