Since 2017, under the influence of various factors such as rising panel prices and real estate purchase restrictions, the color TV industry has continued to slump. Despite the blessing of the World Cup in 2018, the development of the color TV industry is still not optimistic.
According to the usual practice, in the first one or two months before the arrival of the World Cup, it is expected to usher in a small peak in the color TV market. However, according to the data of Aowei.com, the sales volume of the national color TV market in April was 3.03 million units, down 9.4% year-on-year and 15.5% from the previous month. In May, the sales volume of color TV market was 3.02 million units, down 3.0% year-on-year and 0.5% month-on-month.
Many color TV manufacturers believe that the prospects of the color TV market are still bright, and now it is 'the darkness before dawn', and to greet the dawn, color TV manufacturers need to fight a breakout battle.
In fact, traditional color TV companies have launched a series of restructuring plans for the color TV market. Recently, Konka Group announced that the color TV business under the Konka Group has been restructured into an independent subsidiary, and will achieve a revenue target of 30 billion yuan in 2020.
'This restructuring of Konka's color TV business into an independent subsidiary means that the company's top-level design will change, the company's ownership will be diversified, and the mechanism will be invigorated. 'Shenzhen Konka Electronic Technology Co., Ltd. Chairman and General Manager Chang Dong I mentioned in an interview with the reporter of China Business News.
Chang Dong believes that the color TV industry is usually highly market-oriented, and there are a large number of non-public enterprises in the content providers and channels. Therefore, Konka Electronic Technology Co., Ltd. and downstream channel providers, upstream content providers and panel manufacturers or non-public fund companies, etc. There is the possibility of capital cooperation to promote the vertical integration of the industrial chain. In addition, the employee stock ownership plan is also in the design.
Last year, there were rumors that the Konka color TV business would be split separately. Chang Dong told reporters, 'I hope to invigorate the mechanism, introduce resources, make the brand bigger and stronger, and find more industrial opportunities, so the restructuring can be smooth. Advance. The company is actively looking for strategic investment. There is no listing plan for the time being.'
In recent years, the color TV industry was once rated by the outside world as a business that is not good, and the increment does not increase.
Since 2017, under the influence of various factors such as rising panel prices and real estate purchase restrictions, the color TV industry continued to be sluggish. The prices of upstream raw materials represented by panels rose, and the profits of some color TV companies fell sharply. The color TVs were evaluated in the industry for all household appliances. The product with the lowest profit margin.
For this phenomenon, Chang Dong said that at present, the industry is at the level of pure hardware sales, there is indeed a phenomenon of rising costs and lower profit margins. For cost control, it should be based on good products, not for Control costs and control costs.
Chang Dong pointed out that the annual sales of color TVs in the world is 230 million to 240 million units, and the market scale is huge. Due to the slowdown of domestic macroeconomic growth, the regulation of the real estate market, and the homogenization of color TV products, the color TV market is relatively saturated, but the market cannot be ignored. The base is still very large.
Although the size of the color TV market is not satisfactory, the competition among major brands in the color TV field is still very strong.
According to the "China's color TV consumption and market trends forecast for the second half of the year from January to June 2018" released by the China Electronics Chamber of Commerce, it is estimated that the domestic color TV consumption will be about 23 million units from January to June 2018, which is still slightly lower than the same period in 2017. In other words, the color TV market has not yet bottomed out.
With the rise of the middle class, it will drive a new round of color TV consumption upgrades. Various color TV manufacturers have exhibited OLED, quantum dot, artificial intelligence, laser TV and other color TV products. It can be seen that the color TV industry is developing towards quality and high-end, attracting consumer.
In this regard, industry insiders said that with the upgrade of technology, new products such as OLED TV and ultra-large-size TV further stimulate new consumer demand. In addition, with the Internet of TV, the operational value of platform-level is also deepening.