2017 can be described as a gloomy color TV market bleak year.According to Oviedun omni-channel push total data show that from January to September 2017 color TV sales volume decreased 9.2% .At the same time, the color TV industry in the fourth quarter To good news, as the panel prices have been contained and the fourth quarter promotion activities, the color TV industry is expected to pick up in the fourth quarter. Nail technology that the prospects for the TV industry is still bright, color TV companies should not be pessimistic, three reasons or for TV industry out Trough.
Display technology continues to improve, the high-end market dividend release
Color TV market upgrade, product mix adjustment is the theme of 2017, big screen, high-end, individual differences in consumer demand is being released.
Although the second half of 2017, the domestic color TV market did not appear particularly obvious signs of improvement, but there has been an increase in sales, the market environment tends to be normal, OLED, quantum dots, laser TV-based display technology Large-scale application of the market led to the development.
From the product category point of view, with the accession of Sony, gathered LG, Skyworth, Changhong, Konka and other brands of OLED camp more powerful; Quantum Dian TV, TCL, Samsung, Hisense, the promotion significantly increased penetration Laser TV as a rapidly growing category, has also become Hisense, Changhong, the important rice meters are important products.
According to NPD DisplaySearch predicts, QLED quantum dot TV in the Chinese market annual growth rate will reach 100%, is expected to increase from 600,000 units in 2016 to 1.2 million units in 2017; According to Orville cloud data show that in 2017 Laser Television Market volume sales of 67,000 units, sales of 2.08 billion yuan, an increase of 116%, respectively, 109%; is expected to 2020, laser TV sales of 232,000 units, sales of 4.31 billion yuan, the volume of CAGR of 51% , 27%.
In summary, consumer upgrades allow consumers to pursue more advanced products, while the continuous upgrading of technology has also released the dividends in the high-end market.
Market reshuffle accelerated, competition returns to a rational track
2017 is not only a year of upset in the traditional television industry, but also a dreadful year for Internet TV.
Nail technology from the 2017 China Flat Panel TV Industry Conference was informed that in 2017 the Internet TV market share of only 10%, foreign brands accounted for 15% of the domestic color TV brands are still the main, 75% market share.Industry analysts believe that Internet TV in 2018 Further shrinking, the environment deteriorated further.
Internet TV this year, a serious loss of team, mainly caused by the following aspects:
First, the Internet TV giant LeTV got into trouble and the television business plunged at a high point. As a result of the debt crisis, LeTV had to suspend or adjust many established strategies, which led LeTV to supply chain, channel and user links Suffered a greater impact.
Second, the market weakness, other brands through the price war 'eating' music business, but the result is unhappy.According to the China Electronics Chamber of Commerce Consumer Electronics Survey Office released data show that in 2017 the annual TV sales reached 48 million units, but in 48 million units sold, millet, micro whales, cool, popular, storm, CAN and other Internet TV together less than 5 million units, not as good as last year's sales scale.
As an Internet TV manufacturer, if ignorance of price war, content warfare as a marketing tool, without opening up technological innovation, machine manufacturing, or let the Internet TV market continued to decline.
To sum up, the downturn in the Internet TV market has allowed some low-cost and low-quality competitors to quit one after another, which to some extent accelerated the speed of market reshuffle. After the market shuffled deeply, the color TV industry will return to the path of healthy competition. This is a big plus for the entire television industry.
Panel prices, cost pressures to ease
The downturn in the television market, apart from the vicious competition in the market, is mainly due to the long-term rise in the cost of the upstream supply chain.
It is reported that starting from 2016, LCD panel prices began to fluctuate, as of June 2017, the panel rose an average of about 40% over the same period, the whole rose less than 20% over the same period.
Long time panel up, so many businesses once in a loss, but from the second half of this year, continued to rise in the panel there is a sign of decline.
According to China Yi Kang report, panel prices began to decline in June and July this year, in the fourth quarter began to fall from the fourth quarter of this year is expected to next year, low prices will prompt the unit sales and profits rise.Panel prices decline in the To a certain extent, ease the pressure on the cost of the whole machine.
Panel prices not only directly lower the market price of the machine, but also on the market trends, brand structure and industry development will have varying degrees of impact.
In any case, the panel price rational decline, the downturn for the whole industry is still good in the high-end market dividend release, the depth of market reshuffle, panel prices rational decline in the background, 2018 TV market is expected to rebound.