OLED, Quantum Dots, Laser, 8K...2017's color TV market seems particularly buzzing, but behind the prosperity is the domestic sales downturn. AVC data show that in 2017, the domestic color TV retail market suffered a strong earthquake with sales of 47.52 million. Taiwan, which dropped 6.6% year-on-year, has seen the biggest drop since 2003.
Dong Wei, vice president of Aowei Cloud Network, pointed out that the weak demand is a long-term consumer crisis in the color TV industry and is a major barrier to the color TV market growth. The complex market environment has brought an unprecedented test to the profitability of OEMs.
Distressed 2017 has become a thing of the past. In the mid-to-high end market, dividends are released. In 2018, panel prices have declined rationally. In 2018, the color TV market is in urgent need of a breakthrough. On May 9, Suning Tesco and Hisense, Skyworth, Changhong, TCL, Representatives of Konka, Haier, Sony, Sharp, LG, Samsung, Philips and other mainstream TV brands gathered in Shanghai and formed the '2018 Color TV New Ecology Alliance'. They hope that by bringing everyone's power together, they will stimulate the consumer TV market and boost consumer demand. , to achieve sales volume.
High-end large-screen demand significantly doubled manufacturer confidence
Fan Zhijun, vice president of Suning Retail Group, pointed out that with the migration of consumer groups, consumers are accustomed to brushing their screens, and the market demand for color TVs has gradually entered the age of quality. It has become a big screen, high-end people have the world, is the current TV market. Portrayal.
The data shows that in 2017, the growth rate was 1.7% more than the sales volume. The growth of Suning's sales volume reached 12.8%, which was 8.3% higher than the industry. This was due to Suning's O2O channel advantage. It won the big screen, high-end market, 55 inches and above. The sales volume of products accounted for 50.2%, which was 4.3% higher than that of the industry. The sales volume of products over 7,000 yuan accounted for 23%, 3.9% higher than the industry.
The sales of large-screen products on the Suning platform have greatly boosted the confidence of the manufacturers and set the tone for the manufacturers' future product trends.
Direct hit color TV consumer pain points differentiated products to the right medicine
Fan Zhijun stated that consumption upgrade is the biggest driving force behind the growth of the color TV market for a long time in the future. It pays close attention to differentiated markets and develops differentiated products that meet consumer demand. Color TV brand manufacturers can smoothly weather the market consolidation period.
In the activity segment, Suning innovatively added a link where consumers and manufacturers interacted with each other. By asking questions from consumers and directly hitting the local pain point of consumer TVs, the manufacturers gave them answers. From the point of view of consumers, each of the questions was critical. , Reflect the widespread problem of consumer TVs.
For example, 'What mobile phones can you watch and you need to buy TV?', 'Although TV prices have generally decreased, there are still a lot of paid content that is not worth it!', 'Now even the 4K sources are not many, look at 8K TVs.' Will it be a waste?', 'The small living room TV is big, will it hurt your eyes?' and many other issues.
In response, Hu Jianxing, the general manager of Hisense TV, answered that consumer mobile phones can replace TV: The screen of the mobile phone is small after all, the audiovisual experience is poor, and the audition enjoyment brought by large screens such as TV cannot be obtained. More than just home entertainment, it has key uses in the fields of business, medical, and transportation.
As the leading brand of 8K TV, Tang Taozheng, the person in charge of Sharp TV, gave an answer to the question of whether 8K TVs should be bought by consumers: Although 8K sources are still not many, the source of 4K is already on the Internet. All are. And 4K sources can be easily displayed on 8K TVs. 8K will usher in an eruption in the near future. As a relatively durable product, TV will not be replaced too often. It is not uncommon to prepare for advance purchases. .
Tang Jiangang, general manager of Philips TV, gave a positive answer to the Consumer Television Conference that he would not hurt his eyes: The greater the TV, the better the audiovisual effect is, just as many people like to go to the cinema to watch movies. To protect their eyes, all Philips TVs Both have anti-blue light technology that helps consumers protect their eyes.
It can be seen that each TV brand has its own unique technical expertise. What Suning has to do is to amplify these features so that consumers can become familiar with it.
'Sanhua' becomes a trend TV market ushered in
In Fan Zhijun's opinion, there will be three opportunities for development of the color TV industry in the future. To sum up, it can be described in three ways: namely, content, intelligence, and materialization.
Contentization refers to solving the current situation that the hardware development trend is approaching the ceiling, providing users with more detailed, more exclusive competitive content resources, and setting off a new revolution in family big screen entertainment.
Intelligence refers to accelerating the development of television in a direction that better understands users and better understands life. In addition to common voice operations, new recognition methods such as face and movement are added. At the same time, through the matching of big data, TVs provide consumers with precision. Content recommendation, and through application development, give TV video calls, watch and buy, and other new games.
Object-oriented, refers to relying on the advantages of color TV vision screen, to assume the visual transmission of information, so that people sit in the living room to control all the dynamics of smart home.
'Three Strong' Helps Maintain Leading Advantage
At the event, Wang Dong, the general manager of Suning's black-box business, put forward the goal of 'Three Strengths, Continue to Lead', through powerful scenes, strong service, and strong leadership to achieve leadership.
Strong scenes refer to creating the most vivid intelligent scenes in Suning stores, such as home scenes, playing scenes while playing (games, etc.), VR experience scenes, robot shopping guide scenes, etc.
In strong service, Suning has proposed eight new regulations for color TV service: Two days 7 days no reason to return, 30 days have a problem Baotui, 365 days only repair does not change, send one, you lose, late to lose, more charges Double loss, big screen agents and so on.
In the area of strong empowerment, adopt marketing empowerment, and propose solutions for smart retail solutions to partners such as merchants, suppliers, and service providers, such as the Galaxy plan for data development and processing, playing traffic, playing marketing, playing with data, and launching Super Brand Day, Super Category Day, Super Single Product Day, etc.
Looking into the future of the color TV industry, Fan Zhijun said, 'The current TV market is at a point of opportunity, segmentation of consumer scenes and opportunities for the Internet of Things. Consumers’ demand for personalized TV is boosted, and this will bring the TV industry into rapid growth. In the outbreak phase, the color TV industry can be expected in the future.
