In 2017, the color television market is entering a not-so-good ice period with a slightly stable surge of undercurrent.
In accordance with different statistical standards, the sales volume of the domestic color TV market dropped by more than 5-10% in the last year. In the third quarter, it hit a historic decline of nearly 13% in sales year-on-year. In addition to a few leaders and most traditional enterprises and innovations Brand 'is not a loss is loss'.
Internet brands are dying
Four years ago, when the traditional TV turned out to be less and less capable of turning on and off television, keen Internet companies found an opportunity to enter the industry. The brands of Internet TV, led by music and millet, rekindled young people's enthusiasm for television products , The boot rate of TV products immediately showed a recovery performance.It is no exaggeration to say that the advent of Internet TV brands has pointed the way for the development of traditional TV brands.
From the bud to enter the pinnacle of Internet TV only took 2 years.According to incomplete statistics, in 2015 the overall number of Internet TV brands and traditional TV brands flat, nearly 20. The annual retail sales of color TV in 2016 is a historic breakthrough 50 million mark.
By 2017, the style of a sudden change, the drama after another.Mythose music rapid fall, the national capital background is still being exposed capital chain crisis, micro-whale situation is hard to be optimistic ... ... Most Internet TV companies failed to escape the doom shuffled by the industry After the tide receded, instead of traditional TV veterans with their own hard power blue out of their own.
In the view of Lu Renbo, the deputy secretary-general of China Electronic Chamber of Commerce, compared with the traditional TV manufacturing that has been plowing for many years in the field of technology, the content advantages of Internet TV cooperating with major platforms have taken the lead in advertising and successfully attracted the attention of consumers. Will be intelligent television to the irreversible fast lane, but to the real sword of the real hardware technology breakthrough place on the bit, the Internet TV brand has without exception has defeated .No sound production model And then fade away the investment and gimmick jackets, Internet TV seems to lose the children walking in the darkness, no direction, unable to move forward, and even lost the most basic force of survival.
How to break the ice freeze period
The golden years of color television passion burning have passed, and no matter from the capital market, the upstream supply chain or the consumers who are numb to the new machine, every aspect has felt the chill in the market. Sleepy 'how to break the bureau?
The personage in the industry believes that the ability of future brand premium will be an important weight for enterprises to occupy the industry's right to speak. Individualization, high-end and technological innovation will be the key to reflect the company's premium ability.
1, color TV industry before the core factors: technological innovation
With the gradual escalation of consumer demand for television product experience, technological innovation is the core factor driving the TV industry forward.
Lu Renbo believes that regardless of the color TV industry or other industries, technological innovation will always be the primary productive force of the progress of the times.Although the spoofing Internet brand is dying out gradually, the competition between new technology categories will still set off a new round of 'Bloody'.
In his view, in 2018 in the transformation of color TV industry, only solid existing technology and continuous development of new technologies to speed up product line layout, in order to fierce competition in a place.
Indeed, in the color TV industry, especially in the whole machine display technology, audio technology and other system innovation as the core competitiveness of enterprises, who whose core technology behind, is tantamount to placing the head under the trowel, slaughtering.
2, color TV industry important direction: high-end product structure upgrade
According to statistics, this year the domestic elite crowd of middle-class is expected to reach 14 million people, this part of the consumer 'pursuit of quality consumer' has become a more critical reason for the purchase, the price is no longer the only element of the definition of high-end consumer products, replaced by quality , Enhance the function.
Orville cloud network statistics, from January to October 2017 sales contribution of more than 6000+ products showed an increase, of which offline market share was 12.5%, an increase of 3.2 percentage points over the same period last year, the online market share of 4.4% An increase of 2.2 percentage points from the same period of last year.In addition, the market share of 65-inch and above products from January to October was 6.5%, an increase of 1.9 percentage points from the same period of last year; the 65-inch TV is becoming a new profit value point in the color TV industry.
Orville cloud that the overall trend of 2018 TV market will continue to upgrade the road of consumption, big screen, high-end, personalized differences in consumer demand characteristics will be more obvious.Artificial intelligence TV, 4K, surface, ultra-thin products And other new technology label products will further win the approval of consumer spending while quantum dot TV, laser TV, OLED TV, 8K TV obviously with 'high end' symbol of the product will continue to be promoted next year.
3, color TV industry competition key: to build a smart home entrance
Undoubtedly, smart TV is replacing traditional television.From the real data, it is estimated that by 2020, the number of smart TVs will exceed 280 million, accounting for nearly 60% of the market; smart TV will reach 70% gradually.
Industry analysts believe that the development of artificial intelligence TV color TV industry is only the first step, the ultimate goal is to master the wisdom of the family's right to speak, the TV play into the future wisdom of the family's control center and neural center.
Chang Dong, president of Konka Multimedia Industry Division, also said: "Previously, color TV was only a simple receiving device and will become a fully intelligent Internet center in the future. From this perspective, the entrance will be the key to competition for color TV enterprises in the future."
TV manufacturers are using technology upgrades to seize the living room of the Internet of Things Center, and whether the next TV screen to attract users to invest more time, but also need to test, but the trough deposit opportunities, this is the law of the market.