The color TV industry is almost the most difficult area in the entire home appliance industry. The growth momentum is insufficient, the profit is thin as a blade, the price war is intensive, the panel price is ups and downs, and so on, which casts a shadow on the development of the color TV market.
However, color TV companies have not been pessimistic. Most representatives of color TV companies and display people believe that with technological innovation, improved user operations and the integration of IoT display ecology, the intelligent display industry will develop into a trillion scale. Blue sea.
Status: Traditional support is dying
At the recent 2018 China Intelligent Display and Innovation Application Industry Conference, data released by Avi Cloud (AVC) showed that the retail volume of China's color TV market in the first half of 2018 was 22.6 million units, a year-on-year increase of 3.6%. 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.
In the first half of 2018, China's color TV market in the complex environment, the growth momentum is insufficient, the performance of the increase in volume. 'Aowei Cloud Network (AVC) Black Power Division Deputy General Manager Zhu Yuanyuan believes that the 2016 color TV market broke through 5000 for the first time After Wantai, 2017 experienced the biggest decline in history. The growth of retail volume in the first half of 2018 was only a recovery, and the price war was the biggest dilemma in China's color TV market.
The data of Aowei Cloud Network (AVC) shows that the average price of online color TV in the first half of 2018 was 2,545 yuan, down 10.2% year-on-year. In the 30 years of rapid development of color TV market, the price war was more than 20 times, with an average of 1.5 years. The price war is like a 'prisoner's dilemma', consuming the overall benefits.
'The online color TV market uses price as the weapon to drive scale growth, but the increase in low price stimulus is shrinking. ' According to Zhu Yuanyuan, for the first half of 2016, the average price per dollar decreased by 1 yuan, and the online market grew by 9479 units. In the first half of 2018, the average price decreased by 1 yuan, and the online market scale increased by 7 cycles.
In fact, in addition to the gradual failure of price incentives, intensive promotions have not changed the fact that overall sales have stagnated. The high growth of e-commerce channels has not reversed the current situation of shrinking omni-channel sales.
The future: kinetic energy switching opportunities
Although the domestic market demand is sluggish, the color TV export has maintained a high level of operation for three consecutive years.
According to data provided by Peng Jianfeng, deputy secretary general of China Electronics Video Industry Association, the export volume of color TVs in the first five months of this year was 33.7 million units, an increase of 26.6% year-on-year, and the export volume was 5.36 billion US dollars, up 19.9% year-on-year.
'This year and the past three years have maintained a high level of exports, mainly because the early internationalization of China's color TV enterprises has gradually emerged. ' Peng Jianfeng believes that taking advantage of the World Cup and other opportunities for international brand marketing has greatly helped color TV exports, Chinese companies Overseas layout should be strengthened.
According to Wang Wei, executive deputy general manager of Hisense Electric Marketing Co., Ltd., due to the promotion of World Cup marketing and other factors, the sales volume of Hisense TV in North America increased by 54.3% and sales by 34.2% in the first half of this year. The sales of Hisense TV in European market were year-on-year. The growth rate was 49.3%, and the sales increased by 50.9% year-on-year; especially in Russia, because of the out-of-stock color TV, Hisense also issued a special train from Central Plains to Russia, which added the output of large-size panel TV.
4. Outside the international market, the rural market has also become a stage for color TV companies to show their strengths.
'Under the decline of the whole industry, the popular TV online channel achieved three-digit growth, and the offline channel achieved 50% growth. 'Fengxing multimedia CEO Zhou Kun said that in addition to product hardware and software experience and brand recognition, It is also very important to seize the market.
Zhou Kun recently visited the rural market and visited more than 50 dealers. He learned that in the process of rural broadband popularization, the first thing people should do is to change their TV to Internet TV. So he judged that consumers change the machine. Demand will gradually shift from urban to rural market. In the longest two years in the future, within the first year, there will be large-scale Internet TV demand in the rural market.
In addition to opportunities in the international market and regional markets, product technology, production and marketing models, and innovation and improvement of service experience levels are also effective ways for the color TV industry to continue to grow and develop.
Peng Jianfeng believes that in addition to promoting the popularity of new display technology TVs and large-size TVs, strengthening user operations is also a very important source of revenue.
'There are already 300 million Internet TVs in existence, and the number of active users is about 200 million.' Peng Jianfeng said that the size of such a large Internet TV user can provide considerable revenue for mainstream color TV companies in terms of content subscription and advertising operations. .
Since the beginning of this year, Skyworth's cool opening has introduced Baidu's strategic investment to strengthen TV large-screen operation. TCL Group's Thunderbird introduced Southern TV new media to extend the transformation of content services, which is a typical case of color TV enterprises deepening Internet ecological operations.
Trend: 'TV demise theory' is still early
In fact, the most shameful color TV industry is not the stagnation of sales and sales, but the rise of 'television' in recent years.
Many people believe that due to the rise of the mobile Internet, the status of smart phones is rising, and the use rate of television is declining. The status of TV in life will decline or even die.
'The concept of television demise may be the result of the decline in traditional TV ratings and the continuous decline in cable TV. 'Ha Yabin, vice president and secretary general of the China Electronics Video Industry Association, said that this statement is one-sided and does not rule out It is a panic created by small screen competitors of TV big screen.
On the one hand, the era of home Internet of Things is coming, the mobile Internet has lost its momentum of rapid expansion. The decline in mobile phone sales in the first half of this year is a good example. On the other hand, although the ratings of traditional TVs are declining, the market share of smart TVs is Continuously expanding, the activation rate of smart TV continues to increase, and smart TV is surpassing cable TV to become the first entrance to the big screen of the family. Hao Yabin believes that the Internet giants are currently occupying the entrance of the Internet of Things, but it should be noted that the mobile Internet has no family objects. The ability to smooth out the network, and the big screen of TV has the natural advantage to meet the user's 'customized, timely, interactive, diverse, shared' content needs, and become a home entertainment center that can provide Internet of Things and cloud services. And the home Internet of Things control platform.
For the current situation of TV 'idle' in family life at this stage, Meng (Xinchen Semiconductor) China's deputy prime minister Zhang Zengjun believes that this requires the establishment of a new scene model, which changes the embarrassment of buying home but rarely used.
Zhang Zengjun said that TV big screen is a very important product in home life, but 80%-90% of the time is off, how to keep the TV online and not be turned off, how to connect and interact with other products is the next need Things to do.