During the double 11, polar rice screenless TV sales exceeded 200 million yuan, Hisense TV sales reached 1.5 billion yuan, Sharp TV sales exceeded 2.5 billion yuan ......
After the dismal third quarter, the color TV industry is expected to double the fourth quarter results through double 11. However, Liu Buchen, a home appliance industry observer, believes that although the promotional activities such as 'Double 12' and New Year's Day will surely be positive for the TV market in the fourth quarter Role, but these are only phased market stimulus, the overall situation of the market is still difficult to change.
If you say that the worst appliance industry, the TV must be on the list. Look at several sets of data: Skyworth mid-term data show that the turnover of color TV was 8.764 billion Hong Kong dollars during the period, down 6.5% over the same period last year.In addition to Skyworth, domestic TV companies Also undergoing the test of 'harsh winter'. According to the data of Alway, the retail volume of the color TV market in the third quarter of 2017 was 10.41 million units, down 12.9% from the same period of last year.
The more difficult days are over, the television industry has some signs of reshuffling, such as music and entertainment difficulties, Internet TV soundtracks, such as panel prices began to loosen the second half of the year, but also the quantum dot technology and OLED technology competition gaining the upper hand and so on. With the development of the television industry in 2017, we can clearly see some new trends in the television industry in the coming year.
Color TV products bloom
Display technology is still contending with a hundred schools of thought, LG, Skyworth at full capacity to promote OLED, Samsung, TCL and Hisense another way to quantum dots and laser TVs to hedge the 'upgrade to the OLED industry,' the amount of energy and speed.
However, sales data from the point of view, quantum dot TV sales have exceeded 10 times OLED TV.
In the Yokang monitoring data show that 1 to 14 weeks in 2017, the retail sales of quantum dot TV in the TV market penetration rate has reached 4.77% over the same period OLED TV only achieved 1.22% of retail penetration, from the coverage of the crowd and price From the point of view, QLED has more advantages.
Display technology in the color TV industry has brought about a flourishing competition environment, breaking the industry's 'homogeneity competition' in the CRT era and the era of the tablet era. At the marketing level, the retail end also needs more technical concepts To attract consumers to buy, especially in the industry into the sluggish sales these two years, highlighting their own brand director, to consumers more consumer experience and choice, to some extent, can boost the market's prosperity.
But behind the flourishing show is that technology has not yet made a major breakthrough.
Fan Zhijun, general manager of Shanghai Suning seems, 'From the history of the development of color TV industry, the technology debate has always existed.' Fan Zhijun said that in each stage of the development of color TV industry, we have different views on the application of different technologies, for example, in the industry In the early stage of development, the industry had debated whether rear projection technology or large-screen technology was used, and finally ended up with the rear projection exit. Later, as LCD TVs gradually solved the issue of yield, plasma TVs were eliminated by the market. Today, After the LCD era ', the television industry is facing a new debate - in the end is to choose OLED or QLED to replace the LCD screen? Who is the winner of the market ultimately depends on the consumer's choice.
Platform value further release
Different from the overall market, the sales of smart TVs have been steadily increasing in terms of the amount of holdings, the amount of activation and the release of value.
According to Jingdong Group Vice President, Store Front Desk R & D department, Dr. Li Kefeng introduction, the first half of 2017, shipped from Jingdong data, the proportion of smart TVs has more than 87%. By 2018, the entire smart TV will Accounting for 80% of TV sales.China's large-screen smart TV usage has more than 56.3%
There is no doubt that smart TV is about to become a living room entertainment platform.With audio-visual capabilities, smart TVs in the future will certainly carry more entertainment features, such as games, shopping, karaoke, or integrated camera to become a video calling device, convenient for family members Communication, etc. In short, smart TV will not become the only hinge of the living room, but it will certainly become an important home entertainment platform.
In the Konka Group Multimedia Industry headquarters executive vice president Lu Jian view, the entrance is the key to competition in the color TV market. 'Konka will be positioned as the leading brand of smart home in the future, with the family as the core, with large screen link home entrance. If the color TV business Do not occupy this entrance, there is no future. "Lu Jian said.
Profit weight: internationalization
While waiting for the domestic market to pick up, the overseas market has become one of the major sources of profitability.
Taking TCL as an example, TCL Group reported Q3 2017 overseas sales soared 29.5% YoY, with sales in North America soaring 97.4% YoY in August. North American market share soared from 10.4% in June to 16.3 in August %, The market ranked third.
Overseas sales of Skyworth's mid-term report card also increased significantly, with overseas revenue of color TV products of HK $ 5.82 billion up 29.0%. Overseas sales of Skyworth's own brand Skyworth rose 13.1% from the same period of last year. Since then, Skyworth has implemented the dual-brand strategy of 'Skyworth + Metz' in Europe to speed up the expansion. Now it has entered the markets of more than 10 European countries such as France, Belgium and Italy.
Hisense's acquisition of Toshiba is also an important step in its internationalization strategy, after Hisense acquired Sharp's five-year brand license in the North American market. Looking forward to the expiry of 2020, the Toshiba brand can also be used as a timely substitute. According to IHS data, Toshiba ranked third in the Japanese market in 2016. After the transaction, the cumulative market share of Hisense and Toshiba brands exceeded 20% ...
Soochow Securities Research reported that the global annual sales of television exceeded 200 million units. According to the average price of 2,000 yuan in the survey, the annual output value of the TV industry exceeded 400 billion yuan and its output value exceeded 1 trillion yuan in five to ten years. Compared to the smaller and smaller size of the domestic market, outside the country has become the home appliance enterprises compete for profits.