'Want to cross the Yellow River Ice Sagchuan' - At the beginning of this year, at an industry conference, Zhu Yuanyuan, deputy general manager of the Aowei Cloud Network (AVC) (831101, OC) Black Power Division, described the performance of the color TV industry in 2017. Related data shows The price of the panel is rising, the influence of real estate factors, and the impact of the Internet TV brand. In 2017, the retail volume of China's color TV market was 47.52 million units, down 6.6% year-on-year.
After half a year, the color TV industry ushered in a 'half-year test'. On July 24th, the "Daily Economic News" reporter from the 2018 China Intelligent Display and Innovation Application Industry Conference and the 48th CRC color TV industry research quarterly conference It was learned that due to fluctuations in panel prices in the past two years, the competition in the end market brand was fierce, and the overall color TV market was in a period of turmoil.
In addition, the price war is also like the 'prisoner's dilemma' of the color TV industry. In 2018, even if the panel price bottomed out, even if the World Cup boosted sales, it did not increase the profitability of the industry.
Price war is now 'Prisoner's dilemma'
'Mature market, turbulent era' is a summary of Zhu Yuanyuan's color TV market in the first half of 2018.
The data released by Aowei Cloud Network shows that in the first half of 2018, China's color TV market has insufficient growth momentum in a complex environment, which is reflected in the increase in volume. According to the omni-channel total data of Aowei.com, China in the first half of 2018 The retail volume of the color TV market was 22.6 million units, up 3.6% year-on-year; the retail sales volume was 72.5 billion yuan, down 2.0% year-on-year; the retail area was 15.53 million square meters, up 10.2% year-on-year.
"Daily Economic News" reporter found that from the previous color TV industry to set off an online sales boom, to the emergence of new Internet TV brands, until the color TV attracted a lot of capital to enter, 'below the mass production cost price', 'hardware free', Fresh ideas such as 'wool on the pig', 'ecosphere' continue to subvert the inherent logic of home appliance practitioners and users. Last year's market downturn and 2018 color TV prices have been falling, the color TV market has experienced many rounds of ups and downs.
It is worth noting that in this process, the price war has always been like a 'prisoner's dilemma' for the color TV industry. The reporter's "1818 China Color TV Market Semi-annual Summary Report" obtained from Aowei Cloud Network shows that the color TV is developing rapidly. In the past 30 years, the large-scale price war has exceeded 20 times, with an average of 1.5 years. It has experienced the road of independent price adjustment in 1989. In 2000, the industry suffered the first loss. In 2014, the Internet brand entered the market price system. In 2018 The panel price bottomed out, which did not make the profit space of the color TV industry grow. The price of each size price terminal appeared the lowest price in history.
'When we talk about the panel, everyone is thrilling, we hope not to make a big ups and downs.' Speaking of the impact of panel prices on color TV prices, Peng Jianfeng, deputy secretary general of China Electronics Video Industry Association, said that from the second quarter of 2016 to the third of 2017 The quarterly panel is in a price hike. However, the current situation of the embarrassing situation is that when the panel price is lowered, the price of the color TV is also decreasing; but when the panel is raised, the color TV is difficult to rise. The relevant research report of Guojin Securities shows that The current panel price is close to the cost threshold, and the downside is not large. The rebound of the panel price means that the average price of the color line may rebound, which is conducive to the overall sales revenue of the industry.
In the view of Yang Jungang, general manager of Internet TV brand KKTV, the oversupply of panel manufacturing, the malicious price war of some channels, the fierce competition of traditional, Internet and joint venture brands are the reasons for the decline of the entire color TV market in 2018.
Intelligent is not mature enough
It is worth noting that although the price continues to be at the bottom, the entire color TV market has shown signs of recovery.
Peng Jianfeng, deputy secretary-general of the China Electronics Video Industry Association, said that in 2017, the domestic sales of the color TV market fell by 6.6%. In the first half of 2018, driven by the World Cup, the retail volume was 22.6 million units, a year-on-year increase of 3.6%.
Although sales volume has rebounded, it is not easy for color TV companies to increase sales in the context of price wars. Skyworth Digital (00751.HK) recently disclosed results show that Skyworth’s TV sales in China market was 1.751 million from April to June this year. Taiwan, a year-on-year increase of 7.4%, while sales of 3.751 billion Hong Kong dollars (about 3.26 billion yuan), down 2.3%.
Dong Wei, vice president of Aowei Cloud Network, said in an interview with the reporter of "Daily Economic News" that the color TV market has already ended its scale expansion in the current cycle. The release of demand through product structure adjustment will become the main theme, and it will also be in line with China's consumption upgrade. 2. Background, the switch between old and new technology will increase the chances of the market reshuffle.
Hao Yabin, vice president and secretary-general of China Electronics Video Industry Association, believes that TV intelligentization has not yet reached a mature stage, and 'display +' will become a new kinetic energy to promote consumption upgrading and economic growth. In addition, the intelligent display industry is carrying big data. , Internet of Things, cloud computing, 5G, artificial intelligence and other important scientific revolutionary carriers; all devices and portals will be smart display ports.