The "2017 (the 13th) China Flat Panel TV Industry Conference 2017" hosted by China Electronics Chamber of Commerce and China Electronics Standardization Institute (CESI) was held in Beijing on December 18. The latest release of "China TV Consumption 2017 and 2018 Trend Forecast Report "shows that in 2017, the sales volume of color TV sets in China was about 48 million units, basically the same as that of 2016. Outstanding highlights were that the market share of artificial intelligence television increased significantly by 80% from the same period of last year. From this forecast of consumer trends, in 2018 Artificial intelligence or will become the standard color TV products.
Dimming demand for color TV market competition will promote product upgrades structural adjustment
Looking at the television industry in 2017, due to the tight supply and demand of the upstream panel, a series of repression on the downstream industries has plagued the production and market behavior of the terminal television companies, and the sales market has become even more "under pressure." On the one hand, the television production enterprises On the other hand, the sluggish consumer demand forced the demand for TV sets to cut prices and the manufacturing enterprises caught up in the middle of the game, making it difficult for enterprises to survive. As a result, the profits of most television companies shrank greatly. Of the market environment, the slow growth, bringing more fierce competition in the color TV industry, of which, some Internet TV companies died down, the traditional television companies suffered an unprecedented decline in profits data show that the first half of 2017, China's color TV market shipments The amount was 22.51 million units, a year-on-year decrease of 10.8%.
In the second half of 2017, there was no obvious sign of improvement in the domestic color TV market. The sales volume of the products did not surpass that of 2016, but the sales generally rose and the market environment tended to be normal. OLEDs, QDs, laser TVs and artificial intelligence were The main new technologies and new products have entered a more intensive battle for the market.From the product category, with the accession of Sony, the OLED camp that gathered LG, Skyworth, Changhong, Konka and other brands is becoming more and more powerful; quantum dot TV, then in TCL, Samsung, Hisense's promotion, the penetration rate improved significantly; laser TV as a rapidly growing category, has become Hisense, Changhong, BenQ, the main push the important product.
China Electronics Chamber of Commerce Lu Renbo, deputy secretary general said that the color TV market upgrade, product mix is the theme of 2017, big screen, high-end, individual differences in consumer demand is being released. "2017 China TV consumption and 2018 trend forecast Report "shows that the display of technological innovation is the core factor driving the TV industry, high-end product structure upgrade is the future direction of the TV industry to enhance profit.
Big screen TV consumer trends Clear laser TV to dark horse trend attendance
2017, 'narrow border', 'full screen' and other black technology keywords boarded the annual hot search keywords, especially the big screen, has become almost all display products, the most representative promotional selling point, product positioning and consumer market demand To achieve the best understanding between the "2017 China TV consumption and 2018 Trend Forecast Report" pointed out that in 2017 China's flat-panel TV industry as a whole product positioning, marketing convergence, consumers expect to replace the TV size mainly in 50-60 inches Between the large-size high-end TV color TV product positioning has become the common ground; consumers expect the price of television to buy concentrated in 3000-10000 yuan, and with the constant improvement of the domestic color TV industry chain, the average product price is expected to continue to decline.
Major domestic and foreign mainstream TV makers are targeting large-screen high-end products. Not only domestic traditional machine manufacturers Hisense, Skyworth, Changhong and TCL, but also foreign-funded enterprises Samsung, Sony, Sharp, Philips and Toshiba are targeting the big-screen market. Hisense uses the ULED + laser TV combination to force the big-screen market; Skyworth releases the G9 series and the 98-inch 8K television, and the main push OLED large-size TV; Changhong TV flagship CHiQ fashion brand, frequently released updated large-size artificial intelligence television; TCL introduced 85-inch X6 XESS private cinema TV; Konka launched LED75 inch big screen TV; Samsung main attack 55 inch quantum dot TV market; Sony mainly to high-end big screen, concentrated in the 75-inch size section; Sharp released a variety of high profile 60 Inches above LCD TVs and 8K TVs. Even before the relatively low-key Toshiba TV, also in 2017 to adjust the product mix, breaking the traditional technology concept, the introduction of 65-inch curved quantum dot TV, began to move toward the big screen high-end. , Surface, 4K large-size TV, these products with obvious high-end TV 'symbol' become the mainstream of color TV consumer market.
In the OLED, quantum dots, LCD technology flow PK, laser TV in the wild in 2017, a new rise in color TV technology is another powerful martial art.
In the store, laser TV to attract more and more people, and appear in the range of consumer choice, began to show significant growth.Ovia cloud network statistics, January-June 2017, Quantum dots, OLED and laser projection three The sales volume of large display technology color TV products in China increased by 44%, 96% and 235% respectively. Although the total base number was relatively low, the strong growth in laser TV not only achieved a rise in contrarian under the overall industry sales weakness, PK with the other two new display technology products, also showed a kind of competitiveness can not be ignored.
Compared to other types of TV rare to do 100 inches, laser TV not only can easily reach the level of 100 inches, but also in terms of quality has been from 2K into the 4K era, the display greatly improved.Hisense layout of the first laser in 2007 in the field of television , And realized completely self-developed laser TV and self-manufacturing, a total of 412 patent applications, the first to introduce the world's first 100-inch ultra-short-focus laser TV, 100-inch 4K ultra-short focus laser TV and the first ultra-short coke two-color laser TV At present, Hisense laser TV has covered 5 large format segments of 80, 88, 100, 120 and 150 inches, and its display performance, sound effects and intelligent experience have been fully upgraded to meet all the user needs for large screen home theater products. In the first half of 2018 is expected to be listed 4K laser TV, in addition, BenQ, polar meters, Ai Luowei and other brands have also joined the laser TV camp. Not only that, Sony, Philips, also said it will force laser TV.
In this regard, Lu Renbo analysis shows that technology innovation, laser TV has many advantages, can fully meet the TV market, large screen needs, 2017 is the explosive growth of laser TV a year, 2018 forecast with World Cup marketing And the common promotion of upstream and downstream industries, laser TV's development potential worth the wait.
Policy and market dual-focus artificial intelligence television will be universal
In its report on the work of the 19th Congress this year, it is proposed to promote the in-depth integration of the Internet, big data, artificial intelligence and the real economy. In order to thoroughly implement the spirit of the 19 NPC, the Ministry of Industry and Information Technology recently issued the "Three-Year Plan of Action for Promoting the Development of a New Generation of Artificial Intelligence Industry 2018-2020) ", effectively promote the development of artificial intelligence industry, help the real economy transformation and upgrading.In the field of color TV manufacturing, artificial intelligence boom has already begun.China Electronics Chamber of Commerce and JD.com jointly launched the" artificial intelligence television industry alliance ', Will also help technological innovation, application breakthroughs, marketing and other aspects of artificial intelligence technology and television industry integration development.
Jingdong data show that the "artificial intelligence" keyword search frequency Jingdong platform continued to increase, in July 2016, artificial intelligence television accounted for 13.3% of Jingdong SKU (inventory units), to 31% in December this year, an increase of 133% .Artificial intelligence TV in the Chinese market to achieve rapid development, many TV companies have introduced artificial intelligence as a selling point of color TV products, especially in Changhong CHiQ TV market, the most prominent.This October recently launched to far-field voice , Voiceprint identification, fuzzy search for the distinct characteristics of artificial intelligence television products Q5K, once again set a new height in the industry.
Haier also made efforts to build Ali fourth-generation artificial intelligence television, the real full voice control; Lenovo released a new artificial intelligence television i3; Samsung is the introduction of artificial intelligence assistant Bixby, the industry forecast, which is also to follow-up to follow the field of artificial intelligence television to prepare.
Meanwhile, "2017 China TV Consumption and 2018 Trend Forecast Report" pointed out that although artificial intelligence television will usher in the rapid growth of the market size, it should also be realized that the current application of artificial intelligence technology is still in its infancy, from the true sense of the manual There is still a gap between smart and future potential.
Lu Renbo said that this year is China's color TV industry suffered the most severe winter, the more sluggish market environment, the more it will stimulate competition among TV brands and promote industrial restructuring. At the same time, improve the service mechanism of the upstream and downstream industry chain, not only to high-end technology, but also high-end services, from the bottom up high-end transformation of the road.