Recently, the analysis agencies released the 2017 China color TV market data, the situation is not optimistic.China Video Industry Association data show that in 2017 China's color TV retail volume down 6.6%, retail sales up 4.5%; Yikang data show that color TV Retail volume decreased by 8.1% YoY and retail sales increased by 3.4% YoY, according to Orvital Cloud. Retail volume declined 6.6% YoY, while retail sales rose 4.5% YoY, which means that the volume of retail sales of color TV in China hit 34% Million units decline.Most people in the industry portrayed last year's market as the most severe situation in China's color TV history of the year.
Inadvertently, 2017 has passed, 2018 arrival.We are concerned that this year's TV market will continue to hover in the trough, or pick up? Factors to support pick up?
Panel prices to release short-term pressure
After nearly 10 years of cultivation, the domestic retail sales of color television sets exceeded 50 million units in 2016 and dropped to about 47 million units last year. The industry generally believes that 50 million units are the ceiling of the domestic color TV market.
In 2017, the color television market in China was subject to strict real estate control policies, and the demand for newly renovated TV sets dropped sharply. In addition, the crisis of Internet TV brands and the drastic effect of sales volume in the market were greatly diminished. In 2016, the sales volume of color TV sets exceeded 50 million sets Due in part to the low price promotion strategy adopted by Internet brands that led traditional color TV brands to join the price war and advance overdraft of the consumer market in 2017. Following the meltdoy of LeTV in 2017, other parts of Internet TV brands The problem of shortage of funds and the inability to compete with the market made the brand of Internet TV in 2017 greatly reduced.
Another important reason is that panel prices peaked in 2017. According to the China Video Industry Association data, panel experienced a 14-month price increase from March 2016 to April 2017, the peak increase Driven by cost, the average price of the domestic color television sets also rose from 3,200 yuan to 3,500 yuan. 'The average price of TV sets 200 yuan fluctuations in the market, consumer spending will increase or decrease by 1.5 percentage points. Peng Yidong, general manager of Zhong Yi Kang black electricity division told China Electronics News reporter.This means that only panel prices, making the color TV sales in 2017 decreased by 2.3 percentage points.
These factors are driving the color television market in winter in China for 2017. For the 2018 market, China Electronics Video Association executive vice president Bai Weimin in an interview with "China Electronics News" said: 'We are confident this year's market , I believe this year's performance will be better than last year. "In Pang Hin East view, to make this decision is mainly due to panel prices have loosened this year.He disclosed that now supply the market price of 65-inch LCD panel about 300 US dollars , Down about 25% from the peak of $ 400.
Panel, from 2016 to this year, television upstream display panel industry has undergone major competition and technological changes in the line.Japanese panel maker Sharp fell into a quagmire in 2016, reluctant to accept the Hon Hai aid, micro-Japanese firms. Samsung will focus most of its efforts on small and medium size OLED panels, LGD will focus on large-size OLED TV panels. South Korean panel makers in the process of technology transfer has been intentionally weakened the liquid crystal panel line investment. At the same time , The entire LCD panel industry supply and demand reversed, from overcapacity into short supply.Especially TV size to the direction of large size, large-size LCD panel prices are bullish.China mainland panel seizes the opportunity to invest in high generation LCD panel production line, to In July 2016, there were about 8 high-generation panel production lines in operation in China and 6 high-generation LCD panel production lines under construction, however, LCD panel supply was tight as the panel factory usually took 2 years from the start of construction to the start of production The situation from 2016 to the first half of 2017.