The third quarter of the worst color TV market history sales season
"China Economic Weekly" chief photo reporter Xiao Yi photo
When the end of 2017 the end of 2017, but also to the appliances 'rivers and lakes' bright transcripts of the time this year, the color TV industry has experienced the same ups and downs roller coaster: music as the storm, bleak earnings season, panel prices began to loose, laser TV in technology Gradually gain the upper hand in the competition ...
Many brands in order to impact a variety of annual indicators, have opened the market offensive end of the year, hoping to come to the fore in the winter.
>> The worst quarter in history
No one thought of the third quarter of 2017 there will be the worst record in the history of the color TV industry sales.
According to the "Summary report on China's color TV market in the third quarter of 2017" released by AVC, the retail volume of the TV market in the third quarter was 10.41 million units, down 12.9% over the same period of last year; and the sales area was 6.89 million square meters, down YoY 7.3%, the worst selling season in history.
Similarly, earnings figures are also "heavy." Not just in the third quarter, most vendors did not look good in the first three quarters of marketing.
To color TV industry eldest brother Changhong, for example, the first three quarters of this year, Changhong operating income of about 54.448 billion yuan, an increase of about 12.27%, net profit attributable to 1.67 billion yuan, a year-on-year decline of up to about 67.97% for attribution net profit YoY decline, Changhong said the price of raw materials was mainly due to the rising labor costs, which resulted in a decrease in gross profit margin, fluctuations in exchange rates, an increase in exchange losses and a year-on-year decrease in non-recurring gains.
Hisense Electric's earnings report shows that the company's first three quarters net profit of 600 million yuan, down 47.39%.
According to Skyworth Digital Announcement, in the first three quarters of 2017, Skyworth achieved revenue of RMB5.143 billion, an increase of 20.98% over the same period of last year; net profit attributable to equity holders of the Company of 48.914 million yuan, down 85.90% over the same period of last year.
In response, Liu Gang, Chief Executive of Skyworth Group, said in an interview with China Economic Weekly, the upper screen prices swallowed up the profits of brand-name TV, as well as the fierce market competition brought by the saturated domestic market, the overall performance of the first three quarters of this year's TV industry is not The ideal of the two major constraints.In addition, the market a number of new Internet TV brands with the convenience of financing from the capital market conditions, the use of hardware free, low tactics and other tactics frequent 'price war' so that the overall performance of color TV companies Damaged.
>> panel prices, color TV industry or welcome turning point
Of course, there are good news for bad news.
According to the latest research report from Quanshi Consulting, the global shipment of large-size panels will reach 540 million units in 2017, down 4.3% from the previous year. Driven by the average size growth, the shipments area increased slightly by 1.3% YoY to 162 million sqm. The report said that in the second half of 2017, the price of television panels will continue to decline. In the second half of 2018, supply and demand are expected to shift to balance, which is conducive to easing the plight of the color TV industry.
Insiders, the cost of color TV machine is the largest panel, accounting for nearly 70% of the total cost, the ups and downs of the panel prices can be said to a large extent determine the rise and fall of the TV market.Therefore, the panel price changes Will affect the entire color TV industry.From the second half of 2016, color TV panel prices have been on the rise, affected by cost, color TV machine prices have to rise, a number of manufacturers based on the price advantage of the industry greatly affected.
After June 2017, panel prices began to loose, the current panel prices have been lower than the same period last year panel prices, 'double eleven' color TV market is also beginning to recover.
Orvith Cloud predicted that the fourth quarter of color TV sales will reach 15570000 units, an increase of 0.9%; sales will reach 50.7 billion yuan, an increase of 1.9%.
In this regard, the industry believes that panel prices and 'double twelve' 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, to achieve positive growth, the industry will therefore usher in the second half of the W-shaped Alice Tail signs.
Liu Tongzhuang, chief executive of Skyworth Group, expressed optimism about the performance of the fourth quarter and next year when interviewed by China Economic Weekly. The prices of large-size panels are on a downward trend and the prices of LCD TV panels are also declining, which is in favor of the profits of color TV companies. The industry will move into a healthier and more benign course and the situation will be greatly alleviated and improved by 2018. '
>> Laser TV can become 'spring manufacturing machine'
In addition to the good news of raw materials, the TV industry is optimistic about the laser TV may become 'spring manufacturing machine'.
"The tangible 'screen' of television has limited the progress of the color TV industry and must lead to disruptive innovations that break the shackles of the 'screen.' The advantages of laser TV in combination with projection technology and television technology are by far the closest to flat-panel display Product, which not only broke the screen limit, with the potential to show ubiquitous, but also to the user has brought unprecedented visual shock experience. '' Hisense President Liu Hongxin told the "China Economic Weekly" reporter.
The so-called laser TV, in short, is a laser projection projector with reflective short-throw projection technology, the hardware includes the body itself and the projection screen in two parts.Because of its laser light source, the display purity and brightness are higher, even if Is in high brightness environment, but also to show a good picture.Because of the traditional 'screen' restrictions, laser TV in the size of the advantages of expansion.LCD technology has been applied for nearly 10 years, but the general LCD TV 100 inches is close to the limit, but the laser TV can be easily achieved.
Qingdao Haixin Laser Display Co., Ltd. Laser Display R & D Director Guo Ruhai said that with the development of third-generation semiconductor materials such as GaN and GaNs and optical design and manufacturing technology advances, bringing the explosive growth of laser display technology, the laser Shows a real practical and industrial stage.
For manufacturers, one after another betting on the laser TV is very simple, high-end big-screen development is undoubtedly one of the important strategies to enhance performance.
At present, many home appliance brands, Internet companies and projection brands are competing to enter the laser TV market. The laser display also drives the outbreak of the high-end large-screen market of more than 80 inches, and fights for the lowest price on the price. The laser TV is directly pulled Million border, in order to stimulate sales.
According to the data released by Albatron Cloud Network, the sales volume of laser TV market in 2017 was 67,000 units, with a sales volume of 2.08 billion yuan and a growth rate of 116% and 109% respectively. It is estimated that sales of laser TV will reach 232,000 units by 2020, 43.1 billion yuan, with a compound annual growth rate of 51% and 27% respectively.
However, while the market is heating up, there are also a mixed bag.Industry sources said the current market, 'laser TV' and 'laser projection' concept is not clear, different configurations, the price chaos; 'brightness' as a decision laser TV screen effect of the core indicators, the market also appeared a variety of brightness units and brightness labeling methods, so that consumers are very confused.
Hisense president Liu Hongxin said he hoped laser TV players to abide by the quality and standards together to make this a 'big cake' laser TV to promote domestic and international laser display of technical standards and norms drafted to promote the healthy and sustainable development of the laser television industry.