Color TV industry, cold and windy, pessimistic mood spread.
Well-known research firm Orville cloud latest report pointed out that in 2017, China's retail sales of color TV was 47.52 million units, down 6.6%, the data set a record since 2003, the largest decline in another data agency, Yikang, then given Sales volume decreased by 8.1% year-on-year to a more pessimistic judgment.
What has happened to the entire color TV industry in 2017, and why it will usher in the coldest winter in 15 years? Looking ahead, what are the current state of the color TV enterprises in killing all but 5 of the 300 enterprises? A round of technological innovation, the industry such as the giant Hisense, Skyworth, is how to compete, self-help, break out? Where is the way out of color TV?
Over the past five years, all the way to the sky soared Internet TV brands, the development was fierce cliff-type bottleneck.In 2013-2015, almost all the traditional color TV manufacturers, have cross-border Internet vendors as "knife and lick blood" The executioner, have been directed at the earnings of its devastating power, so that the price war in the color TV industry worse.
However, the situation changed suddenly in 2016. With the gradual 'collapse' of LeTV, the Internet TV industry has also been affected, and negative news is constantly seen. Still, TV, popular and so on have been questioned the capital chain, sales and other sensitive issues.
According to the data from Zhongyikang, among the domestic color TV market share in 2017, the domestic brands that once defeated foreign brands are still the main force, accounting for 66.2% of the total, while the share of internet brands dropped by 13.1% and dropped 33.3% from the same period of last year.
TV has suffered the biggest drop in 15 years
In the past decade or so, the number of domestic color TV brands that killed only a handful of 5 from 300 was the most competitive and brutal industry, but even the top five companies were not over-represented optimism.
Earnings report, Hisense Electric's total revenue in the first three quarters of 2017 was 23.746 billion yuan, an increase of 7.57%, net profit attributable to parent company was 599 million yuan, down 47.39% year-on-year. Hisense mid-year newspaper pointed out that the overall global television market An important reason for the sluggish demand caused the slump in the industry is that since 2016. The price of the key components such as LCD panels continued to rise sharply and pushed up the market price of TV sets and greatly suppressed the market consumption as well as Business brings tremendous pressure.
Sichuan Changhong achieved revenues of 54.447 billion yuan in the first three quarters of 2017, an increase of 12.27% over the same period of the previous year with a net profit of 167 million yuan, down 67.97% from the same period of last year. Its earnings report showed that the main reasons for the year-on-year drop in profits were copper, steel and panel The rapid rise in the prices of bulk materials and materials caused some squeeze on the profitability of related industries.
Skyworth Digital Interim Report as of September 30, 2017 shows that revenue of 21.489 billion yuan, an increase of 5.9%; net profit was a loss. And in its latest January 2018 monthly sales report, Skyworth TV total Sales rose 11%. TCL Multimedia just announced a positive 2017 earnings notice, but did not disclose the specific amount.
Of course, there are exceptions, such as deep Konka A, according to the latest results of its disclosure, net profit last year to return to 4.98 billion -50.8 billion yuan, compared with 95.673 million yuan a year earlier, surged nearly 50 times the same period.However, according to Konka Disclosure of information, one of the most important growth reasons, is the amount of non-recurring gains and losses is expected to reach 5 billion yuan, mainly due to the transfer of Hong Kong Konka Jiacheng Real Estate Investment Co., Ltd. 70% stake in Konka Investment Co., Ltd. This means that Konka Not just selling television can make a huge profit.
Then compare the profitability of the weekly newspaper reporter combing net profit margin of several major mainstream manufacturers was informed that in the first half of 2017, Hisense, TCL, Changhong, Konka were 2.9%, 0.89%, 0.44%, 0.27%, Skyworth as Hong Kong stocks , Net profit margin was 3% for the fiscal year ended March 31, 2017. The industry's top 5 giants hit a record low profitability.Ovia cloud network data pointed out that the color TV industry average net profit margin from 3% in 2011 to 2017 The first half of the year fell below 1%.
Regarding the biggest drop in color TV industry, Hong Shibin, deputy director of the China Household Electrical Appliances Marketing Committee, told Time Weekly that the appliance industry was first restrained by the regulation of the real estate industry; secondly, when there was no revolutionary subversion and innovation in color TV technology, it would be difficult to emerge. Too much substitutional replacement demand; in addition, color TV suffers the longest period of panel price increase, and the pressure on the whole machine can be imagined.
Ping An Securities Research reported that in 2017, about 5 high-generation lines will be put into operation or expanded in China. Three new high-generation lines are expected to be added in 2018, namely BOE's 10.5-generation line at Hefei, 8.6-generation line at Xiangyang Panda and CLP Panda Chengdu 8.6 generation line with the gradual release of high-generation capacity, panel production capacity sufficient supply in 2018, the panel prices are expected to continue down.In addition, this year will host the Russian World Cup, PyeongMing Olympics and other major sports events, 'Sports New Year' Will drive the TV market demand growth.
In this regard, Orville cloud is the next TV retail market has more optimistic expectations, 2018 China's color TV market is expected to reach 48.98 million units, an increase of 3.1% year on year.
Veteran technology school highlights the advantages
Looking at the domestic appliance industry, the current air-conditioning has the United States, Gree double giants, kitchen appliances with the boss side too big giants, color TV after years of competition, through Changhong, Konka players such as the ups and downs of head, still not dominate one oligarch, Who have a greater chance of domination?
From the moment the situation, Hisense, Skyworth these two giants, in recent years continue to staged in the market share 'a brother fight', although not the ultimate winner, but has occupied the top two domestic color TV shipments It is noteworthy that, Skyworth and Hisense sensitivity to new technologies, commitment, and business commitment, compared to other counterparts, should be higher.
Hisense, for example, relies on laser TV technology, ULED ultra-definition television technology, the accumulation of intelligent television technology development, the first in the world launched the first two-color 4K laser TV, the core performance indicators have exceeded high-end LCD TVs. Hisense laser Display area has more than 320 core patented technology, completed from 2K to 4K, to two-color 4K technology breakthrough, the product coverage 88 inches, 100 inches, 120 inches and other dimensions, regardless of technical reserves or product lineup are Industry-leading, so firmly grasp the initiative in the development of industry.
Different track with Hisense, Skyworth insisted that the OLED technology camp at every step.
OLED is considered as the future is likely to replace the LCD to become the next generation of change direction display technology.First mass production of 4K OLED organic TV, to the European market launch of Metz brand OLED TV; from the introduction of the world's first AR technology into the OLED TV, To unite Huawei's SiS and BOE to launch China's first self-developed OLED TV with all the core components and to launch Wallpaper wallpaper TV that subverts TV mode. Skyworth has always been a strong supporter and participant in the development of OLED technology and has led China And even the global color TV industry trends.
It is worth mentioning that at the beginning of this year, Skyworth released the first full-color flexible AMOLED display in China at CES. This flexible display masters the world's leading flexible display core technology with a screen size of 5.2 inches and a thickness of only 0.01 mm, weighs less than 1 gram, can be bent and folded state image and video display, the future can be widely used in smart phones, smart watches, car instruments, television and other fields, will lead the display technology from the tablet era to the flexible era.
At the same time, many companies at home and abroad are currently researching TV picture quality enhancement technologies. However, high-end picture quality processing technologies and chips are currently dominated by foreign manufacturers such as Sony and Samsung. Domestic machine manufacturers face the risk of declining competitiveness of high-end products.
After long-term and in-depth research, Skyworth independently developed the AI quality chip and used AI (artificial intelligence) technology to search, identify and reconstruct the image objects, thereby accurately improving the image quality, and restoring the sense of presence. High quality picture.
Analysis of the industry said that with the upgrade of consumer spending and display technology, China's color TV industry has reached a critical moment of transformation and upgrading, although the former music, millet and other Internet players set off a reign, but at this stage the color TV industry has returned to the technical traction industry upgrade Come in this normal track.