The common confusion among Chinese color TV companies in 2017 comes from the huge decline in the profit rate of the entire industry. Generally speaking, this is due to the high procurement cost of the upstream panel becoming the culprit. However, some people think that the transition to the domestic consumption direction has led to difficulties in domestic sales Regardless of which statement is closer to reality, the industry has failed to reach a consensus on the reasons for the sluggishness of its performance for three consecutive years. It is undeniable that domestic color TV sales have become a painful business for almost all Chinese TV enterprises.
TV industry has fought into the battle of high-end products, to enhance the premium ability of a single product has become the only way for color enterprises to leave the sea of misery, but some manufacturers still hold the success of the past 30 years proud of learning: the size of the hero, and Coupled with the industry part of the pedantic voice echoed, it is difficult for individual TV companies to scale out the old ideas to be effective, while for the relative 'wit' companies, they have long been painful to find new 'happy' Assets.
Color TV industry value competition carried out is not purely
China's manufacturing industry has been gradually relying on the scale of the era has been 'scale to be able to win' strategy in the context of the current overall industry anxiety in the context of gross anxiety is very weak.In fact, the color TV brand lost sales of the domestic market year over year performance was According to HEA, the total output and sales of the global color TV market have stabilized in the past few years and the overall market is in a slow rise. The judgment that no one is willing to buy a television is observed in a global perspective and completely Is a kind of fake say.
This year, the collective painful performance of the TV industry is particularly prominent, manufacturers from the absolute size of the group out of high-end positions and fought, 'from the price war return to the value war' However, the market respected Internet model - cheap gimmicks to provide despicable data Of the Internet portal products did not add a positive energy footnote to China's television industry. The so-called return value competition is not purely carried out in the domestic market.
Consumption habits represent the market trend, from the manufacturers will change and control, it represents the wishes of the vast majority of consumers .When the attention of consumers by mobile phones, tablets and other small and medium-sized screen to attract big screen should also consider why the TV Lost charm? On the other hand, panel prices despite the increased cost, but the screen area is brought about by the large screen of the high premium .As more and more to become a performance business, such as advertising, Content and membership system, the scale is no longer the profit of the domestic color TV 'Shangfangbaojian'.
The transition from low-end to high-end looking for profit opportunities is partly due to rising consumer spending and higher panel prices, and partly to self-examination by vendors in embarrassing situations where the scale is no longer easy to bring in good profits. And high-end products business can To reach the scale without the volume of the case still be able to obtain relatively high profits, for the high-end consumer level, the purchase of high quality and performance and high value-added TV services is also a rigid demand.
In fact, in addition to panel prices, escalation of spending habits and distractions, operating costs, packaging, warehouse management, logistics and labor costs, technological research and development and overseas expansion of color TV manufacturers are all causing hidden costs to soar, The ideal is the result of a long-term accumulated cost. Due to the fact that TCL Multimedia took the lead in achieving significant and stable results in the first half of the year through continuous downsizing and cost control.
When the color TV industry to return to 'quality is king, profit-oriented' standard, OLED display technology as the current high-end market, one of the common pursuit of the direction, although temporarily limited by the scale of the upstream supply rose slowly reality, but can not be ignored Is OLED TV assets rely on technical strength rather than rely on gimmicks brought high premium ability.
OLED business is not the real thing but real brother
As we all know, the current painstaking profitability of color TV manufacturers is common in the industry, ignoring the overall characteristics of a brand carried out a separate 'criticism' and the decline in its performance linked to the performance dragged down 'OLED TV scale' This is undoubtedly a blind 'selective' criticism.
Discussed to the painters of color enterprises profit and sales decline in the reasons for their role as a "pan" is 'up to 15 months of panel prices' and 'escalating consumer habits', there are also Chinese color TV business operations People who lack the ability to think independently are closely related.
'Nothing good' experts in the past only sell the 'golden rule' of both ways, and even to the brand marketing does not meet their commercial interests wantonly hit. Strong said strong technical profitable OLED TV business to take 'lead the performance of color enterprises' Declining black pot is nonsense, on the contrary OLED TV business to become China's color TV business's most happy business assets will be more apparent in 2018 performance.
For example, the television business, which had already caused Sony's performance, did not reverse the signs of a market downturn, but Sony's absolute high-end dominance of TV products may not be as good as sales of domestic companies, but While its product absolute premium ability allows its peers to be out of reach.When Sony followed Skyworth, LG, Philips and other prophets into the OLED market, the premium of its high-end products is brought a significant 'healing effect', long-term loss Of the Sony TV business to find a source of more lucrative profits, OLED TV business actually become one of the best assists turnaround.
Although the 77-inch price tag of up to $ 130,000 for the 77-inch OLED, the largest consumer-price device, is still in the midst of a priceless market, the 55-inch and 65-inch OLED TVs, which are at the forefront of production and sales, hold 10,000 and 20,000 respectively. Division introduced to the home grid said that on the OLED TV business to promote revenue estimates, with a single brand annual sales of 100,000 units, the average unit price of 15,000 yuan, only one business can bring business nearly 1.5 billion yuan Of the business.As high-end products, high gross profit is the practice, you can imagine how much the business feel brought happiness.
On the contrary, most rely on the size of the LCD TV business win contribution to the enterprise's net profit 'less than 1%', we can see the scale effect will also be 'failure' enough to refute the irrational media public opinion is the fact that 'less than 1% TV share, 100 million units' of OLED TVs, but in the annual domestic sales contribution to the industry more than 15 billion 'GDP', this figure is not only the equivalent of the richest 150 small targets, but also stick to the liquid crystal technology camp, .
It is worth mentioning that as a technical control of color TV industry for nearly 30 years, Skyworth from the beginning of 2013 OLED display technology research and development, whether it is from the leading application of self-luminous technology, or from the potential for high-yield business Angle, it can become 'OLED TV happy business' advanced model.
Compared to the multi-generation technology has many years of OLED new generation technology, Samsung's QLED TV represented by the progress is still carrying the real LCD backlight prefix.From another point of view, relying on still in the laboratory part of the electroluminescence has been Market-oriented OLED declaration war, it is precisely 'self-luminous' television display technology late for the affirmation.
Undeniably, OLED large-screen industry is still in rapid growth early, the only panel supplier LGD is also vigorously solve the reality of OLED production capacity.HEA access LGD third-quarter earnings found that in 2017 TV production and sales of OLED panels will reach 1.7 million in 2018 will exceed 2.5 million, in 2020 it will be 6.5 million ice-level sales.
Li Tao, editor in chief of home appliances network, believes that the "enemy" currently standing in front of OLED TVs is not an empty rumor and a liquid crystal camp that is not in a war but a 5G + 8K concept likely to emerge in the consumer market by 2020 TV products.
2018 television industry has formed a clear common understanding: OLED TV banner is not significant heavy, just a little wind it will proudly fly up.