According to the first quarterly report of China's color TV market in 2018 released by Ovid Cloud, under the favorable factor of declining panel prices, retail sales in the color TV market reached 12.15 million units in the first quarter of 2018, an increase of 3.0% over the same period of last year. Billion yuan, a year-on-year increase of 3.3%. In 2017, the haze of the color TV market was gradually dispersed, and the color TV market also changed from a shock in 2017 to a warming trend.
The adequacy of the supply of upstream panels has led to a drop in panel prices, which has brought greater room for prices to the entire company. Data show that panel prices fell by 20-30% in March from the same period of last year, and some mainstream sizes such as 40-inch FHD prices declined. At 35%, the prices for 43-inch FHD and UHD dropped by 31% and 29%, respectively, while the prices for 50-inch FHD and 50-inch UHD dropped by 26% and 25%, respectively. The prices for 55-inch FHD and 55-inch UHD dropped by 18%. 65 The inch UHD price drop was 29%.
In the first quarter, the total shipments of color TV companies grew by 6.5%, which basically achieved more than 20% of the annual target. However, due to the long-term price war, the color TV companies' profit margin has been low. 2017 Skyworth, TCL The overall profitability of the top five brands of Hisense, Hisense, Changhong and Konka was only 1.3%.
Peng Jianfeng, deputy secretary-general of the China Electronics Video Industry Association, said that the large-size panel production capacity will be released in the next five years and the panel price will enter the down channel, which is a good factor for the entire plant.
However, there are also some negative factors. The whole plant needs to pay attention. Zhu Yuanyuan, deputy general manager of AVC's black power division, stated that the primary negative factor is the loss of TV users, and the growth of new categories such as mobile phones, smart micro-projections, and smart speakers is The reasons for streaming TV users. Secondly, according to the data, the TV users’ operating rate in the first quarter was similar to that in the fourth quarter of last year. This trend of stabilization is rather a kind of crisis. The whole machine factory needs to consider how to further improve the user stickiness.
According to the report, there were some subtle changes in the brand camp in the first quarter of 2018. Foreign brands under the banner of Sharp and Sony kept their market share growing at 18%, an increase of 1.8 percentage points from the same period last year; Internet brands continued to shrink overall, but in Xiaomi. Under the stimuli, the market share slightly decreased by 0.9%. It is expected that in 2018 the brand pattern of the TV market will tend to be stable, presenting a current 7:2:1 structure.
In addition, the color TV market began to split its product size by 55 inches. The market share of products under 55 inches decreased across the board. The market share of 55-inch and above products continued to rise, with 55-inch and 65-inch shares leading the rise, respectively. Increased by 4.4 percentage points and 2.8 percentage points.
It is worth noting that the 301 survey initiated by the United States against China in recent days has a greater impact on China's color TV plant. Data show that in the US, 53% of color TVs sold in the United States were imported from China, of which 20% were Chinese brands. 33 % is China's OEM, Sino-U.S. trade wars face greater uncertainty for U.S. exports. Chinese brands account for 51.8% of TCL's exports, and Hisense's exports account for 43.2%. The risks of Sino-U.S. trade intensify. Or increase the investment in domestic sales.
The report concludes that Q1's favorable macroeconomic start-up is expected to drive the color TV market to continue its growth. In the first half of 2018, China's color TV market will have a retail volume of 22.39 million units, which represents a year-on-year increase of 2.7%. The retail sales volume will reach 74.8 billion yuan, a year-on-year increase of 1.1. %, retail area of 14.68 million square meters, an increase of 4.2%.