On December 18th, China Electronic Chamber of Commerce and China Electronics Technology Standardization Institute (CESI) sponsored the 2017 (13th) China Flat Panel TV Industry Conference held in Beijing. The latest release of “China TV Consumption in 2017 and 2018” The “Trend Forecasting Report” shows that in 2017, the sales volume of color TVs in the Chinese market was about 48 million units, which was basically the same as 2016; the highlight was that the market share of artificial intelligence TVs increased significantly, which was a year-on-year increase of 80%. From this consumption trend forecast, 2018 Artificial intelligence or will become the standard color TV products.
Downstream demand for color TV market, increasing competition pressure will promote structural adjustment of product upgrades
Throughout 2017, TV industry, due to the tight supply and demand of upstream panels, has brought a series of suppression to the downstream industry, which has plagued the production and market behavior of terminal TV companies. The sales market has become increasingly 'stressful.' On the one hand, TV manufacturers are Affected by upstream supply costs, products have to increase prices. On the other hand, consumer demand is low, and TV sets are forced to lower prices. Production companies are caught in the middle game, and it is difficult for them to directly cause the profits of most television companies to shrink drastically. The slow growth of the market environment has brought about more fierce competition in the color TV industry. Among them, some Internet TV companies have died down, and traditional TV companies have experienced unprecedented decline in profits. The data shows that in the first half of 2017, China's color TV market was shipped. The volume was 22.51 million units, a year-on-year decrease of 10.8%.
In the second half of 2017, there was no apparent improvement in the domestic color TV market. Product sales did not significantly exceed those in 2016, but sales rose generally and the market environment gradually normalized. OLEDs, quantum dots, laser televisions, artificial intelligence, etc. The main new technology and new products have entered a more intensive market battle. From the perspective of product category, with the addition of Sony, LG, Skyworth, Changhong, Konka and other brands of OLED camps are becoming more and more powerful; TV, under the impetus of TCL, Samsung, and Hisense, the penetration rate has been significantly improved. As a rapidly growing category, laser television has also become an important product for Hisense, Changhong, BenQ, and Miji.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, the color TV market upgrade, product structure adjustment is the main theme in 2017, large-screen, high-end, personalized consumer demand is being released. "China's TV consumption in 2017 and 2018 trend forecast "Report" shows that display technology innovation is the core factor driving the development of color TV industry, high-end product structure upgrade is an important direction for the future TV industry profits.
Large-screen TV consumption trend is clear Laser TV is seated in dark horses
In 2017, black technology key words such as 'narrow frame' and 'full screen' boarded the hot search keywords of the year, especially the big screen, which has become almost the most representative selling point of all display products. Product positioning and consumer market demand Achieving the best tacit understanding between each other. The 2017 China TV Consumption and 2018 Trend Forecast Report pointed out that in 2017, the overall product positioning of China's flat-panel TV industry will converge, and the direction of marketing will converge. Consumers expect that the replacement TV size will be mainly in the 50-60 inch range. Between the large-size high-end TVs become the common ground of color TV's product positioning; the expected price for consumers to buy TV is concentrated between 3000-10000 yuan, and with the continuous improvement of the domestic color TV industry chain, the average product price is expected to continue to decline.
Chinese and foreign mainstream TV manufacturers have been locked in the high-end products of large screens. Not only traditional domestic machine companies such as Hisense, Skyworth, Changhong, TCL, etc., but also foreign companies such as Samsung, Sony, Sharp, Philips and Toshiba have all targeted the big screen market. Hisense adopts ULED+ laser television combination to force the big screen market; Skyworth releases G9 series and 98吋8K televisions, and promotes OLED large-size TVs; Changhong TV is mainly engaged in CHiQ fashion brands, and frequently releases large-size artificial intelligence TVs; TCL launches 85-inch X6 XESS private cinema TV; Konka launches LED75 inch large-screen TV; Samsung focuses on the QD TV market of more than 55 miles; Sony focuses on high-end large screen, focusing on the size of 75 inches; Sharp high-profile release of a variety of 60 English吋 More than LCD TVs and 8K TVs. Even Toshiba TVs, which were relatively low-keyed before, adjusted their product structure in 2017. They broke through traditional technology concepts and introduced 65-inch curved quantum dot TVs. They began to move closer to the high-end screens of large screens. Large size, ultra-thin , Surfaces, 4K large-size TVs, These products with obvious high-end TV 'symbols' have become mainstream in the TV consumer market.
In addition to the PK of OLEDs, quantum dots, and LCD technology streams, laser TVs have risen in 2017 and become another strong and powerful emerging competition for color TV technology.
In the store, laser television attracted more and more people and appeared within the range of consumer choices and began to show significant growth. Ove Cloud Network statistics, January-June 2017, Quantum dots, OLED and Laser Projection III The sales volume of large display technology color TV products in China increased by 44%, 96% and 235%, respectively. Although the total base number was low, the growth of laser TV was strong, not only in the case of the overall weak sales of the industry, but also achieved a converse trend. The PK with two other new display technology products also shows a compelling competitiveness.
Comparing with other categories, TV is rarely 100 miles, laser TV not only can easily reach the level of 100 inches, but also in terms of quality has entered the 4K era from 2K, the display effect has greatly improved. Hisense pioneered the layout of the field of laser television in 2007 , And achieved complete independent research and development and independent production of laser television, applied for a total of 412 patents, the first to launch the world's first 100-inch ultra-short-focus laser television, 100-inch 4K ultra-short-focus laser television and the first ultra-short-focus dual-color laser television Currently, Hisense Laser TV has covered 80, 88, 100, 120, 150 吋 5 large format segments. Its display performance, sound effects and smart experience have been fully upgraded to meet the needs of users for all scenes of family big screen AV products. Changhong It is expected that 4K laser TV will be launched in the first half of 2018. In addition, BenQ, Mimi, Ailuowi and other brands have already joined the laser TV camp. Not only that, but Sony, Philips and others also said that they will force laser TV.
In this regard, Lu edge wave analysis shows that display technology is innovative, and laser television has many advantages that can fully meet the needs of the large-screen TV market. 2017 is the year in which laser TVs have achieved explosive growth. In 2018, it is forecasted to use World Cup marketing. With the promotion of the industry's upstream and downstream, the development potential of laser television is worth the wait.
Policy and Market Dual Focus Artificial Intelligence TV Will Be Popularized
The 19th National Work Report this year proposed to promote the deep integration of the Internet, big data, artificial intelligence, and the real economy. To deepen the spirit of the Nineteenth Congress, the Ministry of Industry and Information Technology recently issued a three-year action plan to promote the development of a new generation of artificial intelligence industry. 2018-2020), to effectively promote the development of artificial intelligence industry, help the transformation and upgrading of the real economy. In the field of color TV manufacturing, the artificial intelligence boom has already begun. The "Artificial and Intelligent TV Industry Alliance" jointly initiated by China Electronic Chamber of Commerce and Jingdong Appliances. ', will also help in the technological innovation, application breakthroughs, marketing and other aspects of artificial intelligence technology and television industry integration development.
Jingdong Big Data showed that the search frequency of the “Ji-Intelligent” keyword on the JD.com platform continued to increase. In July 2016, artificial intelligence TVs accounted for 13.3% of Jingdong’s SKUs (inventory units) and 31% in December of this year, an increase of 133%. The artificial intelligence television has achieved rapid development in the Chinese market, and many TV companies have introduced color TV products that use artificial intelligence as their selling point. Among them, Changhong's CHiQ TV market has performed most prominently. In October of this year, the latest far-field voice was introduced. , Voiceprint recognition, fuzzy search for the distinctive characteristics of artificial intelligence TV products Q5K, once again refresh the industry a new height.
Haier also made efforts to build Ali's fourth-generation artificial intelligence TVs, truly enabling full-range voice control; Lenovo released a new artificial-smart TV i3; Samsung introduced artificial intelligence assistant Bixby, the industry's forecast, which is also to follow up on the field of artificial intelligence TV preparation.
At the same time, the “2017 China TV Consumption and 2018 Trend Forecasting Report” pointed out that although artificial intelligence television will usher in a rapid increase in market size, it should also recognize that the current application of artificial intelligence technology is still in its infancy, in the real sense of artificial There is still a gap in intelligence and great potential in the future.
Lu Renbo said that this year is the harshest winter in China's color TV industry. The more depressed the market environment, the more it will stimulate the competition between TV brands and promote the adjustment of the industrial structure. This will promote the continuous development and development of color TV industry. It is technological innovation that promotes the upgrading of the industrial structure. At the same time, improving the service mechanism of the upstream and downstream industry chains requires not only the high-end technology, but also the high-end services, fundamentally starting from the high-end transformation.