On the evening of November 21, the semi-annual report of Skyworth, the leading color TV manufacturer, was released in the semi-annual report. Due to the weak domestic TV market and intensified competition, Skyworth Digital made a loss of HK $ 189 million for the first time in the first half of 2017. According to the report, as of September 2017 In the six months on the 30th, the turnover of Skyworth Digital was 21.488 billion Hong Kong dollars, up 5.9% over the same period of last year; the overall gross profit margin was 15.8%, down 4.8 percentage points over the same period of last year. During the reporting period, Skyworth's TV revenue was HK $ 8.764 billion, a drop of 6.5% from the same period of last year. Although 'thin, dead camels are bigger than horses,' it is hard for the industry giants to step back in the face of the 'Great Depression' in the market environment.
Since 2017, the color TV market suffered a cold winter and the overall decline in sales volume was frequently reported, especially in the first three quarters of the market downturn continued to be cold.According to AVI cloud first three quarters of 2017 China Color TV Market Analysis Report 2017 China ushered in the history of the most severe real estate regulation and control, the country restricted the city expanded to 50, the traditional home appliance market into a downturn, China's color TV market ushered in the history of the worst third quarter.Ovia cloud network monitoring data show that the third quarter of color TV The scale of retail sales in the market was 10.41 million units, down 12.9% from the same period of last year. The sales area was 6.89 million square meters, down 7.3% from the same period of last year.
Prospect Industry Research Institute believes that the color TV market in 2017 showed a high consolidation trend, the decline in domestic sales of color TV, mainly due to consumer overdrafts, real estate control, the Internet dividend subsided, the lack of major sports events and other comprehensive support factors, while the TV raw materials accounted for Than the highest panel, the price soared last year, more directly to the color TV industry pressure breathless.
Recently, Skyworth Group Chief Executive Liu Tang branch said in an interview that the upper screen prices swallowed the brand TV profits, as well as the saturation of the domestic market caused by fierce market competition in the first three quarters of the overall performance of the TV industry is not ideal for the two major Constraints.In addition, the market entered a number of new Internet TV brands with the convenience of financing from the capital market conditions, the use of hardware free, low-cost tactics and other frequently carried out 'price war', so that the overall performance of color TV enterprises damaged.
In fact, the first three quarters of this year, in addition to the acquisition of Huaxing TCL's 'sudden emergence', the TV business day are not too good.The reporter found the color TV business earnings found that Sichuan Changhong first three quarters of this year net profit was only 167 million yuan, A decline of up to 67.97% year-on-year. The earnings figures "heavy" color TV companies are not the only Skyworth and Changhong. October 25, Hisense Electric (600060.SH) earnings release showed the company the first three quarters net profit of 600 million yuan, down 47.39%.
Fortunately, the color TV market after the first three quarters of the continuing depression, into the fourth quarter, all kinds of positive factors gradually began to appear in the just-passed 'double 11' shopping carnival, the color TV industry by virtue of weather, geography, People and many advantages, ushered in the outbreak after a long plot.Ovue cloud network (AVC) online monitoring data show that day, 'double one' color TV sales reached 6.4 billion yuan, an increase of 33%; Sales reached 2.057 million units, ushered in 21.7% of sales growth, so that the downturn in the color TV market in the continued 'winter' after looking forward to pick up.
As we all know, the panel is the highest cost of TV products, parts, accounting for nearly 70% of the total cost can be said that the ups and downs of the panel prices largely determine the rise and fall of the color TV market.Following the color TV industry market dynamics know that from The third quarter of last year, the color TV panel prices experienced a long period of price increases until the panel prices began to decline in the third quarter of this year .In yesterday, when the eNewsNews, the latest panel quotes in late November shows, large-size TV panel offer Weaker than expected, 50-inch, 55-inch panel prices fell 2.5% and 1.1%, which makes the profitability of the troubled TV companies see the dawn.
Looking forward to the second half of fiscal year and next year, Liu Tongji optimistic estimates, into the fourth quarter, large-size panel prices are declining, LCD TV panel prices decline, is conducive to the color TV business profits rise. The entire color TV industry will enter a more healthy and benign track, 2018 The situation of the year will be greatly alleviated and improved.
In fact, the current industry generally believe that the next 'double 12' and the New Year's Day before the focus of the promotion will be expected to stimulate the fourth quarter of color TV sales reversed the positive growth to achieve positive.Ovy cloud network forecast that the fourth quarter of color TV sales will Reaching 15.57 million units, an increase of 0.9% over the same period of previous year; sales will reach 50.7 billion yuan, an increase of 1.9%.
Owen cloud network analysis, optimistic about the fourth quarter of the color TV market performance is due to: First, the panel prices are currently down channel, the overall cost pressures have been effectively mitigated, providing an effective weapon for business promotion; Second, 32-inch color TV products in the ' Double 11 'big promotion in the excellent performance so that companies see the opportunity,' double 12 'will have more companies to join the 32-inch color TV market competition, low-cost small-size pull the market will remain strong.Therefore, Orville cloud network that this year's 'double 12' is expected to achieve a good end for the 2017 color TV market, and set to 2018 Flag.
However, the home appliance industry observer Liu Buchen believes that although the 'double 12', New Year's Day and other promotional activities will certainly play an active role in the fourth quarter of the TV market, but these are only phased market stimulus, the overall market situation is still difficult to change.
The end of the year is approaching, whether the color television market in the fourth quarter to win the 'turnaround' still have to wait for the market performance.However, although this year the overall color TV industry 'bleak recession', but the industry is not difficult to ' , The so-called disaster Xi Fu's reliance, put the dead and then, the market downturn will force the color TV companies to abandon the 'price war' concept war ', the real shift to' value war 'in recent years, industry data have shown that with the Consumer demand escalation, China's color TV industry has emerged overcapacity of low-end products, high-end consumer demand can not fully meet the pain of the market.Dumping also need their own hard, color TV industry also hard skills to upgrade the industry to file.
In addition, it is noteworthy that, according to the forecast of IHS, an international market research agency, production of 8.5-generation and 10.5-generation will be put into operation next year, which will enable the supply of 65-inch and 75-inch TV panels to start to increase in the first half of next year. Under the help of consumers to buy large-size TV, the deep-digging of the TV large-screen gold mine will become one of the contending points of the TV machine enterprises.