On the evening of the 31st, Skyworth released three new OLED TV products in Guangzhou, which took the lead in the second half of the color TV market campaign. It coincided with the middle of the year. Recently, some domestic color TV giants also released semi-annual reports. Catch the World Cup, the first half of this year The sales volume of the market is not bad, but the actual situation has not been lifted off, and the battlefield of high-end products is becoming more and more smoke-filled.
In the first half of the year, the market's increase in volume was reduced.
Recently, China Electronics Video Industry Association and Aowei Cloud Network Big Data Technology Co., Ltd. jointly released data on color TV market in the first half of this year. In the first half of the year, the retail volume of China's color TV market was 22.6 million units, up 3.6% year-on-year. It was 72.5 billion yuan, down 2.0% year-on-year, and the retail area was 15.53 million square meters, up 10.2% year-on-year.
According to the data of Ovi Cloud, the online growth shows a rapid growth in terms of channels. In the first half of this year, online retail sales accounted for 44%, an increase of 9 percentage points compared with the same period of last year. Online growth did not bring overall The growth of the market has caused the offline channel to decline across the board, with the big chain down 11% and other home appliances down 12%.
According to data from Yikang, a market research organization, in the first half of this year, China's color TV market was 22.66 million units, up 0.7% year-on-year, and retail sales were 71.1 billion yuan, down 5.9% year-on-year.
Zhongyikang statistics show that the offline market, which has been highly hoped by traditional color TV brands, has experienced a significant decline, while the online market still maintains high growth. In the first half of this year, sales under the color line decreased by 16.5%, and sales decreased by 13.3. %; but online sales increased by 40.4%, sales increased by more than 20%.
Panel price drop 'blessing'
Since the beginning of this year, the biggest advantage for domestic machine manufacturers should be the decline in panel prices.
According to the data, from the upstream panel, the panel price has dropped significantly compared to last year, and the price of key size has dropped by more than 20%. Aowei Cloud expects that the supply of 65-inch panel will continue to increase rapidly, and it is expected to drop by US$5 in July. .
At present, the production capacity of liquid crystal panels is sufficient, and the supply of large-sized panels will continue to increase, which is causing the prices of panels, especially large-sized panels, to continue to decline.
Previously, the media reported that the BOE 65-inch panel will be reduced by 20%. In this regard, BOE has rumored, but the 65-inch panel price continues to decline has become an irreversible trend. At present, there are more than 6 super-generation lines planned in China's mainland. The 10.5-generation line of BOE has been completed and put into operation in Hefei last year, and will gradually increase production capacity in the third quarter of this year. BOE's second 10.5-generation line project is currently under construction in Wuhan; the 11th generation project of Huaxing Optoelectronics Shenzhen will be this year. It will be lighted in December and mass production in March next year. The second 11th generation line project will soon be built. In addition, the large-size panel production lines such as LG Display and Foxconn in Guangzhou will provide large-size LCD in the future. panel.
From the financial report of some upstream panel companies in the first half of this year, we can also feel the obvious trend of panel price decline.
Samsung Electronics’ second-quarter earnings report released on the 31st showed that Samsung’s display panel sales were 5.67 trillion won ($5.1 billion), down 26% from 7.71 trillion won in the same period last year; operating profit was 0.14 trillion. The South Korean won (about 100 million U.S. dollars) was down 92% from the 1.71 trillion won in the same period of last year, and there was a double decline in sales and profits.
LG Display, LG Display's second-quarter earnings report showed that LGD revenue fell 15% year-on-year to 5.6 trillion won ($4.9697 billion); operating loss was 228 billion won (about $202.1 million). It is the company's loss for two consecutive quarters.
TCL said in the semi-annual financial report that in the first half of this year, the investment volume of Huaxing Optoelectronics' t1 and t2 production lines increased by 7.49% year-on-year, and continued to maintain full production and sales. The production capacity of t3 production line increased steadily, and the t4 and t6 construction projects progressed smoothly. Affected by the panel industry cycle, the average price of main panel in the first half of the year was significantly lower than that of the same period last year.
Domestic business performance 'breathing'
As the price of components such as panels fell, although the sales were not satisfactory, the profit margin was much better than last year.
According to the semi-annual report of TCL Group, the net profit attributable to shareholders of listed companies in the first half of the year was 1.55 billion yuan to 1.65 billion yuan, an increase of 50%-60% over the same period of the previous year.
According to the announcement, in the first half of the year, TCL Group achieved a total sales of 13.510 million LCD TVs (including commercial displays), up 37.8% year-on-year, of which smart TV sales were 9.383 million units, up 53.3% year-on-year. As of the end of the reporting period, the company's home Internet and mobile The number of Internet-operable terminals and active users continued to grow rapidly. The cumulative number of activated users of intelligent network TV terminals has reached 27.354 million. The number of activated network users through the intelligent network TV terminals operated by Huanwang has reached 45.365 million. The mobile Internet application platform has activated users cumulatively. The number has reached 428 million.
Skyworth Digital recently announced that it expects the company's net profit for the first half of 2018 to be 145 million yuan - 1.75 billion yuan, an increase of 166.5%-221.7%.
For the reasons for the change in performance, Skyworth Digital said that the net profit in the first half of 2018 has increased significantly compared with the same period of the previous year. Based on the company's sales volume and operating income, the market share and market share have been further improved. At the same time, the company's core The price of storage chips in raw materials has been steadily decreasing, the implementation of supply chain optimization, the improvement of gross profit margin, and the risk of foreign exchange exchange losses.
Konka's half-year performance forecast shows that in the first half of this year, Konka expects to achieve a 54% increase in operating income and a net profit of 320-350 million.
Relying on the price war, 'getting out of trouble' is difficult
Although the performance of some color TV giants has recovered in the first half of the year, industry insiders pointed out that in the first half of this year, the color TV industry actually played a 'price war', which made the profit margin brought by the decline in panel prices compressed.
'The price war is a dozen, although the sales volume has increased, but the sales are difficult to go up. The whole industry is this feature in the first half of the year. 'Practitioners pointed out to reporters. Take Skyworth Digital as an example. From April to June this year, Skyworth is Sales of TV sets in the Chinese market were 1.751 million units, up 7.4% year-on-year, while sales were HK$3.751 billion (approximately RMB 3.26 billion), down 2.3% year-on-year.
The reporter was informed that before the arrival of Suning 818 shopping festival, including Skyworth, Samsung, TCL, Hisense and other well-known brands in the color TV industry, together with Suning, launched the '726 million empty lanes to win color TV' campaign, 65-inch color TV prices as low as half a fold.
Zhu Yuanyuan, deputy general manager of the Ovi Cloud Network's Black Power Division, believes that the panel downside will also bring positive benefits to the Chinese color TV market, but its development still faces many challenges. The price war is the biggest dilemma in China's color TV market, and the color TV industry has developed rapidly for 30 years. In the large-scale price war more than 20 times, an average of 1.5 years, the price war is like a 'prisoner's dilemma', consuming the overall benefits.
According to market research conducted by Ovi Cloud, intensive promotions will form an 'overdraft'. In March and June, the market size increased by 8% and 24% respectively, forming a peak of promotion, and overdrafting the market demand before and after the promotion; in fact, The increase in price stimulation is shrinking. In the first half of this year, the average price of online color TV market was 2,545 yuan, down 10.2% year-on-year. For the first half of 2016, the average price of the online market increased by 1 yuan, and the online market grew by 9,479 units. In the first half of this year, the average price per dollar decreased by 1 yuan, and the growth of the online market was 7,956.
The monitoring of GfK China, another market research institution, directly shows that the average unit price of color TVs in the first half of the year has been declining. The average market price in January-May this year has dropped by 4.7%, among them, the online market. Opening the 'price war' early, the average price fell 11.6%.
Peng Jianfeng, deputy secretary general of the China Electronics Video Industry Association, said that the current status quo is that when the panel price is lowered, the price of color TV is also falling; but when the panel price increases, the color TV is difficult to rise.
Yang Jungang, general manager of Internet TV brand KKTV, believes that the oversupply of panel manufacturing, the malicious price war in some channels, the fierce competition of traditional, Internet and joint venture brands are the reasons for the decline of the entire color TV market this year.
High-end products become the place of profit competition
Compared with low-end products, high-end products may still withstand the 'toss' of price wars, and the battle for this position has become increasingly fierce this year.
On July 31, Skyworth released three new OLED TV products in Guangzhou, namely MAX TV OLED series exclusive version W80, MAX TV OLED series flagship S9A and MAX TV OLED series glory version S8A, and on-site demonstration of its independent research and development Chameleon AI independent image quality chip, 3D panoramic sound and full-time AI technology.
Skyworth is the first manufacturer to launch OLED TV in China. In 2013, Skyworth launched China's first OLED TV. In 2015, it successfully mass-produced 4K OLED TV. According to Aowei.com, 2017 Skyworth OLED TV sales accounted for OLED sales in China. The total ratio is 46.0%.
At present, more and more manufacturers are joining the OLED camp. Since the end of 2017, the OLED camp has expanded to Philips, including Japanese manufacturers such as Sony, Panasonic, Korean manufacturers such as LG Electronics, and major Chinese manufacturers such as Skyworth, Changhong and Konka. A total of 13. In the second half of this year, Hisense and Toshiba will also join the OLED TV camp.
HIS expects OLED TV to grow by 120.4% year-on-year in the third quarter, becoming the fastest growing market in the world. In the high-end TV market of $2,500, OLED TV will reach 70.7% by the end of 2018, becoming the absolute mainstream. Focus on the Chinese market Next year, China's OLED TV will continue to maintain rapid growth, up 115.5% compared with this year. By then, China will become the only region in the world with OLED TV growth rate exceeding 100%. The second growth rate in Japan is expected to be 64.7%.
With the continuous expansion of the OLED TV camp, its competition will be more intense. While it is better to display better results on products such as OLED TV, large screen is also a trend.
Industry insiders pointed out that the TV size limit is constantly being refreshed, and the '60+' era has been opened. In the first half of this year, 65-inch has become the largest growth in the color TV market. During the May 1 promotion period, the offline market 65-inch replaced 32-inch. The second largest sales size of the offline market.
According to reports, the rapid expansion of the 65-inch, on the one hand, the upstream panel supply can meet the market demand, with the continuous increase of 10.5 line panel capacity, this year's panel factory 65-inch planning is active, the global panel shipments BP is 17 million, compared On the other hand, from the perspective of the terminal market, large size is one of the consumers' expectations for future TV products. The market acceptance of 65-inch products is high, while the price of 65-inch products is declining, stimulating consumers. Purchase needs.