In 1988, Shaanxi, TV sets were a rare thing in the countryside in the 1980s. A black and white TV could attract many neighbors to watch together.
April 30, 2018, Guangzhou, popular for a while but has become an item of the era memories. Figure / Visual China
A villager in Baijiahe Village, Jiamachi Town, Xianfeng County, Hubei Province, Enshi Tujia and Miao Autonomous Prefecture, Hubei Province, has just bought the big color TV. Figure / Visual China
'The TV occasionally has an image problem with 'snowflake', just take a few shots. 'Yang Fa’s memories of his childhood 'playmates’ can’t help but 'pass through' the era of the TV’s birth, basically a village has A rare black-and-white television set is enough to cause the villagers to watch.
In 1958, China's first black-and-white television set was born. In the early 1980s, black-and-white TV sets slowly entered some families as a luxury home appliance. In 1970, China's first color TV set was born, in the 1990s. The color TV jumped to the top of the 'new three-piece'. According to the public's memory, the TVs in that year were expensive, and the average monthly income in the 1980s was 30 yuan, while the TV price at that time ranged from 300 yuan to more than 1,000.
From black and white TV to color TV, from luxury goods to necessities to extremely ordinary 'home appliances'. Reform and opening up for 40 years, is also the 40 years of China's TV running. China's TV industry has relied on foreign technology to independence R & D, and then new concepts such as plasma, liquid crystal, OLED, laser, quantum, etc. emerge one after another.
Since the beginning of the 21st century, the pattern of the TV industry has changed. The former TV brands Panasonic, Toshiba, Sony and other companies are no longer in the forefront, such as Hisense, Changhong, Skyworth and other domestic companies catching up. Today, market demand has also changed, 'Internet + artificial intelligence 'Become the standard TV. Analysts believe that the low gross profit of the product, the industry technology update is the biggest dilemma encountered by the TV industry.
The public bought a color TV for four months
'The TV occasionally has an image problem with 'snowflake', just take a few shots. ' Yang Fa (a pseudonym), who has been in the age of no doubt, remembers the first TV bought at home when he was 6 years old. 'That is my home too. Our village's first TV, red-colored casing, 12-inch Panasonic brand black and white TV. '
In 1983, the TV set at that time had not yet 'flyed into' the ordinary people's home. 'At that time, the whole village people watched "Huo Yuanjia" in my house, adding a touch of arrogant color to Yang's childhood memories. The scene can only be seen in the film and television works.
According to Yang Fa, the domestic TV brands on the market mainly included Venus, Leap, Panda, Peony, etc. There are also many Japanese brands, including Panasonic, Toshiba, Sony, etc.
'Panasonic TV or Japanese TV is very strong, not easy to break. Later, the neighbors and other new TVs bought by our family will need to be repaired in a few years, but the TV that was originally bought has not been repaired for more than ten years, although it is black and white. , but very clear. ' Yang Fa’s biggest impression of the first TV in the house is 'Pi Shi ' .
When the time came to the 1990s, the 'new three pieces' represented by 'color TV, refrigerator, washing machine' replaced the 'old three pieces' represented by 'bicycles, watches, sewing machines', and color TVs began to occupy the historical stage. The original black and white TV in the home was placed in my own house, and occasionally, the family watched the color TV. ' Yang Fa recalled.
In 1993, Mr. Zhao from Shijiazhuang bought a color TV for about 2,000 yuan. 'Panda's, bought from the Industry and Trade Center, and found another three rounds to go back. It was just married soon. ' According to Mr. Zhao’s memories, When he earns about 500 yuan a month, a TV probably costs four months.
For this huge expense at that time, Mr. Zhao said that he hesitated for a long time, 'I don’t know the parameters when I bought it. I think the size is big enough and looks good. I bought it.' Mr. Zhao recalled that everyone’s mentality was generally considered The bigger the TV size, the more face, and the 21-inch color TV of the Panda brand is the upper limit that Mr. Zhao can afford.
When I bought it home, I was dismissed by my wife. 'She listened to her colleague in Shanghai saying that the panda is a brand bought by the country.' At that time, there were TV brands such as the Yellow River, Haoyu, and so on, and Panasonic, Philips, etc. Foreign brands have quietly entered some people with good economic conditions. Mr. Zhao said frankly that face is the face of the face, the price is still the most important factor for ordinary people to consider.
'At that time, imported TV Panasonic and Sony were more popular. Panasonic TV images were brighter and brighter. Sony images were darker and darker. Relatives and friends around the world chose Panasonic. ' In 1996, Wang Qiang (a pseudonym) flower in the southern coastal city 7,000 yuan to buy Panasonic color TV, and the monthly salary was only a few hundred dollars. 'Because most people bought Panasonic 21 inches, I bought a larger 29 inches, according to the time is very Extravagant. 'This is the first color TV after Wang Qiang became a family. He said frankly, 'meeted the vanity at the time'.
Today, Wang Qiang’s Panasonic TV can still work normally. His son laughed and said, 'My TV is older than me.' And Yang’s TV was sold to the scrap collection after graduating from college. Mr. Zhao’s home The Panda TV went through three moves, and was eventually eliminated in 2004 by the 'old trade'.
Old brands have been eliminated under fierce price wars
From the birth of the first TV set, after 40 years of reform and opening up, China's TV industry has grown from nothing, development and improvement to maturity. In the early days of reform and opening up, China's TV industry was once highly dependent on foreign technology.
However, the data show that in 1985, China's TV production reached 16.63 million units, surpassing the United States, second only to Japan, becoming the world's second largest TV production country. In 1987, China's TV production reached 19.34 million units. More than Japan, becoming the world's largest TV producer. The country has introduced more than 100 large and small color TV production lines, and a large number of domestic brands such as Panda, Venus, Peony, and Leap.
In the 1980s, I was most afraid of seeing acquaintances asking me to go to the back door to get a TV ticket, afraid of offending people. However, in 1993, 1994, with the increase in the output of national color TV, this tension was slowly lifted. An Yongcheng, a senior engineer at the Product Quality Inspection Center, said in an interview with the media.
Since the 1990s, the Chinese TV market has achieved a large-scale replacement from black-and-white TV to color TV. The domestic color TV has a backlog and the industry has quietly lowered its price. By 1996, the pattern of China's color TV industry had changed dramatically due to price wars.
In March 1996, Changhong released the first large-scale price cuts to the whole country. Subsequently, Konka and TCL followed up and started an unprecedented price war in the history of color TV industry. In April of that year, Changhong's sales jumped to the first place in the market. The price war finally formed the market position of the three, Changhong first, Konka, TCL followed by the second and third place.
In the following years, due to price wars and other factors, the entire Chinese color TV industry ushered in a major reshuffle, and some brands went to production. The color TV brand produced by the country's first color TV production line was discontinued in 2003. 'Kai Ge', 'Fei Yue', 'Peony', 'Panda' and other domestic TV sets.
Toshiba, Matsushita, Hitachi and other Japanese-owned color TV brands that first entered the Chinese market have also bid farewell to the Chinese market. Around 2012, Hitachi bid farewell to the color TV production business; Toshiba’s only color TV manufacturing plant in China was also closed; Panasonic in Shanghai The plasma TV production line was also completely discontinued.
In addition to the increasingly low profitability of competing consumer electronics products, Japan's color TV market is losing ground in the market and is related to the rapid rise of China's domestic color TV brands. In 2015, Changhong and Panasonic reached an integration of Sanyo TV. In 2017, Hisense acquired 12,000 yen for Toshiba TV. In March of this year, due to the safety hazard of the deformation of the base material, Panasonic recalled some of the Panasonic brand TV products produced from February 2012 to January 2013. The number of affected products in mainland China was 14,564.
According to IHS Markit data, global TV shipments decreased by 3.4% year-on-year in 2017. According to data from Zhongyikang Times Market Research Co., Ltd., domestic TV retail sales in 2017 decreased by 8.1% year-on-year. In recent years, although the domestic TV market The overall growth is weak, but the domestic color TV market is firmly occupied by domestic brands such as Hisense, Changhong, Skyworth, TCL, Konka.
'Now the technology of domestically produced electrical appliances is close to foreign brands, and later upgraded to choose the domestic first-line brand. ' In 2017, Wang Qiang will replace Skyworth's flat-panel TV with Panasonic TV for nearly two decades.
'New era' TV sets face bottlenecks with low gross margin
The more the size is used, the larger the screen is convex, and later the flat, and now the concave (curved surface) is popular. 'Mr. Zhao smiled and expressed the speed of the replacement of household appliances.
From black and white to color, from 'convex' to 'flat' to 'surface', from manual dialing to intelligent remote control, China's TV sets have entered another 'new era'.
Nowadays, flat-panel TVs are in the mainstream, and there are several major types of TV products including LCD, plasma, OLED, etc. At the beginning of the rise of flat-panel TVs, plasma TVs and LCD TVs are evenly matched. Since 2007, including Pioneer, Hitachi Plasma manufacturers have announced their withdrawal from the plasma market, LCD TVs have won.
'As for the Matsushita TV that I bought after work, I liked the plasma TV at that time. I knew that the plasma had to be discontinued. I bought a Panasonic TV as a souvenir. In 2006, Yang Fa’s feelings for Panasonic TV were not lost.
'Selling a TV will earn dozens of pieces, and new concepts such as plasma, liquid crystal, OLED, laser, quantum, etc. are emerging one after another, and R&D costs are increasing. ' Industry analyst Hong Shibin believes that low product margins, industry technology update is the current TV industry. The biggest dilemma encountered.
With the popularity of Internet technology, in addition to the display panel change, Chinese consumers and the market have put forward new requirements for the function of TV. BAT manufacturers began to join hands with traditional TV manufacturers, invest in smart TV, compete for the living room economy, 'Internet + AI' became TV standard.
In 2006, Skyworth invested in the opening of the company, responsible for the development of Internet TV technology, Cool Kai has been Baidu's iQiyi and Tencent strategic investment.
TCL also launched the Internet TV brand - Thunderbird, Thunderbird has won Tencent and Jingdong Investment in the past two years.
Hisense uses the smart TV solution of Keda Xunfei. Changhong Semantic also cooperates with Tencent Dangdang AI Assistant, Haier and Ali launch smart TV.
Ali is launching the 'TV Eco Inside Program', which has attracted the participation of Haier, Konka, Changhong, Hisense, Skyworth, Sharp, Philips, Micro Whale and other new and emerging Internet TV brands.
'In the future, we need to unswervingly develop Internet TV. TV will become an Internet terminal, and there will be more imagination. ' Industry analyst Hong Shibin believes that TV should be transformed from functional machine to intelligent machine. Intelligentization is the trend of the industry.
In 2017, China's OTT (Internet TV) market showed an explosive trend in terms of scale, investment, users, content and advertisers. In particular, the scale of OTT terminals continued to expand, which was comparable to traditional TV terminals.
Market research firm Statista predicts that the global smart home market will reach $79.3 billion in 2021; ABI Re-search predicts that the global smart home market will reach $70 billion in 2018 and will break through $100 billion in 2021. .
'The TV occasionally has an image problem with 'snowflake', just take a few shots. ' Yang Fa (a pseudonym), who has been in the age of no doubt, remembers the first TV bought at home when he was 6 years old. 'That is my home too. Our village's first TV, red-colored casing, 12-inch Panasonic brand black and white TV. '
Today, Wang Qiang’s Panasonic TV can still work normally. His son laughed and said, 'My TV is older than me.' And Yang’s TV was sold to the scrap collection after graduating from college. Mr. Zhao’s home The Panda TV went through three moves, and was eventually eliminated in 2004 by the 'old trade'.
From black and white to color, from 'convex' to 'flat' to 'surface', from manual dialing to intelligent remote control, China's TV sets have entered another 'new era'.