Although the second half of this year, color TV makers to turn the tide, especially in the fourth quarter led by Double Eleven, throughout the promotion in December are ongoing, but because the deficit in the first half too much, has failed to break the bottleneck last year.
On December 18, China Consumer Electronics Association (CECC) and China Electronics Standardization Institute (CESI) hosted the 2017 (Thirteenth) China Flat-panel TV Industry Conference, Trend Forecast Report "shows that in 2017, the sales volume of color TV in the Chinese market was about 48 million units. As a whole, the sales volume remained flat with last year, showing a stagflation phenomenon.
The reasons for this are obvious, as mentioned frequently during the year, for two main reasons:
First, the upper panel prices affect the complete machine manufacturers harvest, many color TV products because of upstream prices and had to raise prices, which led to the resistance of the terminal market.In their impression, the TV as consumer electronics, the price should have been So fall or fall.So consumers used to falling, it is not accustomed to nor agree with the color TV manufacturers price behavior, so in the first half of this year, color TV manufacturers generally bad day .The data show that in the first half of 2017, China's color TV market out The cargo volume was 22.51 million units, a year-on-year decrease of 10.8%. Apparently, it was a rather bad first half.
Bad first half
Second, the consumption of this product by the terminal to television has always been in an ambiguous and dispensable phase.With more and more intelligent mobile phones, the use of television has also been weakened, especially in the context of controlled content, Consumers are more reluctant to use the big screen.In the process, lost a lot of consumers, and this situation in the next two to three years is difficult to ease, if there is no major change in television functions or only audio-visual, television content Or so dull not completely let go, then it may be a long-term existence of this factor.
These two points, resulting in this year, color TV sales did not show year-on-year growth, but also to the traditional business is also an unprecedented decline in profits.
However, it is worth to be studied that the industry downturn is also forcing the transformation of enterprises. New technologies and new products based on OLEDs, quantum dots, laser TVs, artificial intelligence, etc. have entered a more intensive market battle. , With the accession of Sony, gathered more LG, Skyworth, Changhong, Konka and other brands of OLED camp more and more powerful; Quantum Dian TV, then TCL, Samsung, Hisense promoted the penetration rate improved significantly; laser TV as a rapid The growth of the category, has become Hisense, Changhong, BenQ, the main push the main product of the important rice.
Increased competition
These three factions have become the most representative technical direction of the current TV industry, and the strength of the three parties are strong, and no one has the ability to lead the future. Objectively speaking, the establishment of these three factions in 2017 is a surprise. During the year, it is estimated that there is no match for success.
Of course, they are all pursuing high-end big-screen and differentiated products. As Lu Renbo, the deputy secretary general of China Electronics Chamber of Commerce, said that in 2017, the overall orientation of the Chinese flat panel TV industry and marketing direction will converge. Consumers Expect to replace the TV size is mainly concentrated in the 50-60 inches between large-size high-end TV color TV product positioning enterprises have become common.Display technology innovation is the core factor driving the color TV industry forward, the upgrading of high-end product structure is the future of the television industry An important direction for profit improvement.
In addition to the future of technical reserves, color TV manufacturers and channel operators are actively preparing for such as the BOE Group, general manager of black goods business unit Yang Zi Sheng said Jingdong big data, "Jingdong platform" artificial intelligence "keyword search frequency continues to increase, 2016 In July, artificial intelligence television accounted for 13.3% of Jingdong SKU (inventory units), up 31% in December of this year, an increase of 133% .When Changhong push artificial intelligence TV Q5K, Samsung Greater China Liu Junguang Also expressed external Samsung will play a leading role in the industry, and actively layout of artificial intelligence television.
Obviously, although there are many different display technologies, but there are some common things, such as artificial intelligence is.