'I used to come home from work, turn on the TV and lay down on the sofa; now I come home from work and hold a mobile phone to see myself. ' In the era of mobile Internet, TV is gradually being marginalized, and it is reflected in the data, and it is the 'cloudy cloud' of the TV market. According to a report released by Ovid Cloud Network, China's color TV retail sales decreased by 6.6% year-on-year in 2017, which was the largest drop since 2003. Although the color TV market has recovered in 2018, the road is long.
Many TV manufacturers believe that the prospects for the color TV market are still bright and they are now 'dark before the dawn'. To usher in the dawn, color TV manufacturers need to fight for a breakthrough. The recently held '2018 Color TV New Ecology Alliance Conference The 'trivialization', 'information', 'intelligence', and 'materialization' of 'threeizations' are considered to be the direction of breakthrough.
TV market entering the bottleneck
In 2016, driven by the Internet brand, the domestic color TV market exceeded 50 million units and reached a new high. However, it was not long. By 2017, the TV industry encountered a 'strong earthquake' and entered a 'difficult year' because For a long period of time, the panel has experienced significant price increases (panel costs accounted for more than 65% of the total cost). This year's sales of color TVs have dropped significantly, down 6.6% year-on-year, the biggest drop in more than a decade.
Dong Min, vice president of Orvi Cloud Network, stated at the '2018 Color TV New Ecology Alliance Conference' that the weak demand is a long-term consumer crisis in the color TV industry and a major barrier to the color TV market growth. On the one hand, strict regulation has cooled the real estate market. , directly affecting the market performance of home appliance products including color TVs. On the other hand, because of the rise of alternatives such as smart micro-projectors, they become consumers through the advantages of ease of use, portability, large-size imaging, and intelligentization. The new choice made the desire of users to reduce the purchase of color TVs. According to data from Ove Cloud Network, in 2017, smart micro-investment sales reached 1.29 million units, an increase of 69% year-on-year, while sales of OTT boxes were still as high as 10.47 million units.
Of course, the biggest impact on the color TV industry is still the mobile phone. Data show that the user's longest use of video and audio entertainment equipment is a mobile phone, accounting for 46.3%, far more than the second TV (30.9%).
Fan Zhijun, vice president of Suning Retail Group, believes that color TVs are being marginalized in the user's home. 'Role changes have gone from a symbol of economic power to family entertainment centers to living room decorations, and the relationship between users and TV is changing. Essential crisis, content is not good enough so boot less, experience is not good enough so see less, service is not good enough so use less.
The worst and best times
For the color TV industry to regain its glory, it must be evolved to match people's needs. In the view of the color TV industry, content, intelligence, and things are the direction of the color TV industry transformation and upgrading.
In the dismal 2017, the TV industry also has a bright spot. The duration of watching on-demand content on TV (3.95 hours/set) exceeds the duration of watching live broadcasts (3.6 hours/set). Obviously, content enhances users' purchases. The desire of color TV is crucial. In Fan Zhijun's view, content is to solve the current situation that the hardware development trend is approaching the ceiling, to provide users with more detailed, more exclusive competitive content resources, and to set off large-screen entertainment for the family. New changes.
Intelligentization accelerates the development of television in a direction that better understands users and understands life. In addition to common voice operations, new recognition methods such as face and action are added. At the same time, through the matching of big data, TVs can provide consumers with precision. Content recommendation, and through application development, giving television video calls, watching and buying new games. With the advantages of large-screen visual color TV, we can assume the visual transmission of information and let people sit in the living room. Control all the dynamics of the smart home. For example, the food in the refrigerator is about to expire, and when the air conditioner reaches a certain temperature, the air conditioner will automatically turn on and other information will be transmitted to the user on the large screen of the TV.
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. This will be the stage where the color TV industry enters a period of rapid growth. TV industry The future can be. '
At the same time, since the country implemented the home appliances to rural areas policy in 2008, home appliances have been popularized for 10 years, and the number of households per 100 households is close to urban areas. With the end of the first cycle of home appliances to the countryside, it is estimated that by 2018 The demand for the upgrading of home appliances will fully erupt, and the pattern of household appliances in the third and fourth line market will continue to expand.