The four-day CES Technology Expo came to a close in Las Vegas, United States on January 12, a feat of global technology and a revelation for color TV companies. , Seems to make people forget the color TV industry has just experienced a winter, from the second half of 2016, the crazy growth in the price of the upstream panel, once as high as 50%, while the pressure from the upper reaches of the transmission is also the tragedy of the 2017 color TV industry According to the forecast from Zhongyikang, the volume of retail sales in the color TV market in 2017 was 47.81 million units, compared with 52 million units in 2016 and 8.1% in the domestic market.
Although panel prices have shown a downward trend in July, from the first year of New Year's Day in 2018 sales data, the impact of this round of cold so far failed to completely eliminate the face of an increasingly competitive environment in the industry, the color TV industry Staged a drama ups and downs of the show, the content is 'Sharp turn things around, adversity self-salvation'; 'Internet camp changed drastically, Millet replaced the music as the throne'; 'The domestic market is difficult to break the overseas market suddenly see.'
Foreign brands slightly boost, Sharp returned to the first echelon
Sharp reviewed the 2017 color TV industry, Sharp has always been around the topic because of poor management, Sharp has suffered a loss of quagmire, a loss of 222.3 billion yen in 2014 to 255.5 billion yen in 2015, as of the end of March 2016, Sharp has already been insolvent, and finally on August 12, 2016, Hon Hai to Sharp 388 billion yen (about 3.8 billion US dollars) to acquire its 66% stake in a subsidiary of Hon Hai, it is from that time From Sharp opened a new journey, then it will be realized in the fourth quarter turnaround.
Hon Hai attached, by virtue of a panel of powerful resource capabilities and Foxconn's manufacturing capabilities, Sharp began a simple rough price war crazy hit the market, according to Nikkei news reports, in China on November 11 promotion day platform for an appliance business Sharp 50-inch 4K LCD TV, priced at only 2,499 yuan, equivalent to 376 US dollars, 45-inch TV was cut to 1,799 US dollars, the equivalent of only half the price of the same model in Japan in the panel prices soared Color TV companies a comprehensive background of pressure Under, Sharp triumph all the way to become the only domestic color TV enterprises in 2017 to maintain double-digit growth brand.
Sharp's 2017 results can be stunning to describe, from the data point of view, Sharp has from 4.7 million in 2015 and 4.5 million in annual sales volume, once again jumped to 10 million steps, return to the first echelon of the global market. According to Zhong Yi Kang data show that during the '618' promotion period, the overall sales of China's color TV market reached 2.71 billion yuan, Sharp's total channel sales exceeded 1 billion yuan, monopoly 36.9% sales; another data show that in possession of In October, Sharp's firepower was fully on fire and domestic shipments reached 720,000 units, an increase of 590% over the same period of last year. Sharp once again became the largest owner of 'increase' during the two-eleven months with sales up from the same period of last year An increase of 406%; the next twelve twelve, Sharp is the achievement of 740 million channel achievements, while in the first three quarters, Sharp domestic market sales increased by 330% year on year.
For Sharp's rapid growth in sales, the industry believes that on the one hand is the background of color TV companies have prices, Sharp contrarian, radical sales strategy to make it more competitive in price, on the other hand is Sharp ' LCD's father's high-end image enjoys popular support, the brand effect has played a huge role in the back.However, some people think that 'noble and inexpensive' will transition corrode Sharp's brand image, the long run is not conducive to brand building, but for Sharp, Nothing may be more pressing than going out of the crisis.
In a panel up to 14 months after the tide of prices, color TV companies have gradually realized that the upstream control capabilities for the future development of more and more crucial, in the future, Sharp Guangdong 10.5 on behalf of the line, the US panel plant and a group of all Sharp has provided a strong supply capacity, even if the price war continued to be sustained, Sharp is also one of the most price-competitive companies in the world, in addition, Sharp 8K ecological integration has been opened up, with Sharp's rise, the future competition in the industry Pattern is more full of variables.
Under the strong share of Sharp, the foreign brands quietly countered the domestic market. According to AVC data, domestic retail market share of traditional brands in the first half of 2017 was 69.1%, down 0.3% from the previous year. Internet The retail market share of the brand was 12.0%, a decrease of 4.0% over the previous year. The retail share of the foreign brand market was 18.9%, an increase of 4.3% from the previous year.
With the upgrade of consumer drive, the trend of large-screen color TV in 2017 is particularly noticeable. However, the growth of share of foreign capital is not unrelated to their efforts to open up the big-screen high-end market. The data shows that although the total size of the domestic market has shrunk by nearly one in 2017 However, the total sales area of color TV increased by 8% and led to more than 13% of sales growth. Among them, Sony also achieved a counter-attack after the change of operation strategy. In the first half of 2017, the market growth exceeded 60%.
In addition, the Korean duo still occupy the top two global TV market position, in addition to maintaining technology leadership, Samsung also continue to force more than 75 inches large-size TV, according to market research firm IHS Markit released the latest data show that large The share of screen TV in overall sales of Samsung TV gradually increased from 3.2% in the first quarter of last year to 4.3% in the second quarter and further to 8.1% in the third quarter.
In the field of upstream panels, LGD monopolizes the production of large-screen OLED screens with absolute superiority and gradually increases investment in OLED. It is understood that in addition to the large-size 8.5-generation OLED production line in Guangzhou, LGD plans in the future Infused with 20 trillion won (about 18.7 billion U.S. dollars) in a few years, it consolidated its leadership position in the next generation of TV screens, OLEDs and other displays.
Music as 'get out of class', millet top Internet TV number one brand
Compared with the quaintly quasi-foreign brands, Internet TV staged a massive winter in its winter, and since its inception in 2013, Internet TV has undergone a wild savage growth that will take place in 2017 after its peak in 2016 180 ° flip, the data show that in 2016 the annual market share of Internet TV as high as 23-24% in 2017 this figure was only 11-12%, a decline of nearly half of individual brand share of losses reached 70%.
Internet TV 'burn' model is almost the consensus of the industry, and no money can be burned Internet TV is the main reason for silence as a representative of the Internet TV brand, LeTV 2016 semi-annual report shows Super TV listed three years total sales Reaching 7 million units. According to the industry, the sales volume of 1 million units can generally hold the foot in the industry. The sales volume of 3 million units has a certain influence on the industry. Over 5 million units mean the company has the potential to impact the top three markets. The industry panic triggered by the heyday of LeTV is real.
If the outbreak of music as a crisis to reduce consumer confidence in the purchase of Internet TV, then the upstream panel prices rose even further worse.With the sudden drop in music share, the Internet industry has gradually fade out of the public field of vision.According to Zhong Yi Kang data Shows that the overall online TV brand online sales decreased 6.9% YoY in January-July 2017, while the sales volume of LeTV Super TV decreased 55.5% YoY in the same period of last year. Cool opened 47.1% lower. In the second half of the year, the online TV brands saw TV being exposed The default on supplier payment and massive layoffs also reflects the current status of the Internet TV market.
However, among the many internet brands, millet has achieved a counter-current uprising and has become one of the few bright spots in the Internet camp in 2017. After several years of development, millet has more excellent supply-chain management capability. When the price of the panel enters the descending channel In the first seven months of this year, Xiaomi's sales volume grew 91.2% YoY in the first seven months of 2016. During the double 11, Xiaomi also won the Lynx TV category sales champion, including 32 inches, 43 inches, 49 inches, 55 inches, the first of four mainstream size segment sales.
As the fall of music, millet is rising, a rise and fall completed the first brand of the Internet easy to move in. Xiaomi in the "Xiaomi ecological battlefield notes" for the first time disclosed the relationship between product pricing strategy and gross profit margin, the book introduced millet phone, TV and other products are generally priced in accordance with the cost, while the M is the pursuit of 'honest pricing', there is a certain profit margins, gross margins are generally 10% -30% .After a color TV executives had told reporters that millet this low-haired The play of interest rates does indeed put a lot of pressure on my colleagues.
CUI Ji-long, vice president of cloud-based display devices and systems research, told reporters that most of the Internet TV in 2017 is in a state of "survival". As the price of the upstream panel has dropped, the first tier of Internet TV in 2018 will still have a chance to stand up, He also said that the logic of Internet TV lies in the rapid accumulation of users and then rolling operation, the survival of small brands may be difficult to reverse.
Local brands overseas force, 'the East is not bright west side'
Judging from the global market, the total annual sales of color TV sets are around 200 million units while the sales volume in the domestic market ranges from 45 million to 50 million. With the domestic market saturated and an increasingly competitive environment, the overseas markets have gradually become In 2017, the overseas scale of Hisense and TCL exceeded 50%. Skyworth also achieved good results. In contrast, the market share of Samsung in the international market shrank over the same period of previous year, LG remained basically unchanged, In the case of constant market volume, the competition among color TV enterprises is 'not going backwards and forwards'. With the rise of local enterprises in the international market, the international discourse power is further strengthened and the future is expected to go hand in hand with the Hutchins.
Hisense in the first half of 2017 in Western Europe, North America and Japan and other developed markets have performed well, the second quarter, the average size of 47.9 inches, surpassing Samsung, Sony ranked first in the world in the second half of 2017, Hisense won more Toshiba brand 40-year operating rights and the entire Toshiba color TV business units and teams.
January 16, TCL released 2017 annual results forecast shows TCL contrarian growth in 2017, total annual sales of color TV 23.774 million units, an increase of 15.9%; of which intelligent network TV sales of 15,127,000 units, an increase of 34.8%. Overseas markets, TCL color TV in emerging markets such as North America, Brazil and other continued rapid growth in sales throughout the year cumulative increase of 131.5% year-on-year. Skyworth Digital recently also announced that from April to December 2017, the total sales of the Group's TV 12,264,000 units, a decrease of 5% over the same period of last year, of which, the sales volume in the domestic market was 5,962,000 units, a decrease of 20% over the same period of previous year; the sales volume in overseas markets was 6,302,000 units, an increase of 15% over the same period of last year.
In addition, the influence of local first home appliance brand Haier is continuing to be electroplated into black and sales have been steadily climbing. With the continuous sluggishness of Chinese TV market, Haier TV realized a 15% increase in retail sales volume compared with the same period of previous year, Two echelon leader.While the old color TV enterprises Changhong and Konka in the stability of the market decline, Cui Jilong think this and the domestic industry status quo consistent, the two companies can achieve the performance of 60 pass level.
'Cost increase', 'profit decline' and 'decline in sales' have become the most realistic portraits for the domestic market in 2017. After experiencing rapid growth in 2016, obstacles to the development of the color TV industry in 2017 mainly stem from the price changes of major components and the market advance Overdraft, consumer attention shifted to the small screen and other multiple negative factors, but under the combined effect of these factors constitute the 'coldest year in history', the other in the product level, Cui Jilong think the added value of color TV products fuzzy, the current homogenization Still serious.
When the liquid crystal display technology into maturity, is regarded as alternative technologies are mainly QLED, Micro LED, OLED several directions, in the technology route and the business prospects at the crossroads, the test is the strategic vision of color TV enterprises.With the Sony Join the OLED camp has expanded to 13 brands worldwide, including the domestic market, including Skyworth, Konka, Changhong, LG Electronics, Sony, Philips and OLED are resisted by the QLED camp represented by Samsung, Hisense, TCL, The two camps in the high-end market share are steadily improving.
In addition, the laser TV market is also expanding, in addition to has been plowing the laser television Hisense, Changhong, Sony and other companies are also active layout.OvY cloud network data show that in 2017 the laser TV market volume sales of 67,000 units, Sales volume was 2.08 billion yuan, with growth rates of 116% and 109% respectively. It is estimated that sales volume of laser TVs will reach 232 million units and sales volume will reach 4.21 billion units by 2020, with a compound annual growth rate of 51% and 27% respectively. However, reporters It is understood that although laser TV is growing rapidly, it still faces the obstacles of being expensive and the products are not well known to consumers.
Overall, 2017 is a year of surging color TV industry, South Korea's doubles still occupy the top two global TV market position, but the advantages have gradually reduced; Sharp Sony and other Japanese brands usher in the domestic market recovery, especially Sharp Nirvana rebirth after the amazing results achieved, return to the first echelon; the Internet camp in the winter of 2017 died down, the concept of Internet TV has gradually played down, although the panel prices still stand a chance after the return to rationality, but the tail brand may Difficult to reverse the decline; local TV companies are also suffering from weak market growth and raw material prices double the pressure, but overseas markets have achieved delight, the future is expected to equal dialogue with the South Korean duo .For the 2018 has come, with the The stability of the upstream panel prices, the story may not be the same as in 2017 as ups and downs, the industry warming from the cold, the future is even more worth the longing.