At the end of last month, including Skyworth, Samsung, TCL, Hisense and other well-known brands in the color TV industry, Suning launched the 'Millions of Lanes to Grab Color TV' campaign. The price of 65-inch color TVs was as low as half a fold, which was the first to start the battle of color TV market in the second half of the year. Recently, some domestic color TV giants also released semi-annual reports. Despite the '418' '618' and the World Cup '818' and other big blessings, the color TV market has not formed an outbreak. The color TV market in the first half of the year has formed an increase in volume. Reduce the situation.
Color TV market in the first half of the year
'Mature market, turbulent era' is a summary of the industry's color TV market in the first half of 2018.
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. The data of Aowei Cloud Network showed that from the channel point of view, online sales showed rapid growth. In the first half of this year, online retail sales accounted for 44%, up 9 percentage points compared with the same period of last year. Online growth did not lead to overall market growth, but the offline channel fell across the board, with large chains falling 11% and other home appliances falling 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. The color TV brand has placed a high decline in the offline market, while the online market still maintained high growth. In the first half of this year, sales under the color line decreased by 16.5%, sales decreased by 13.3%; but online sales increased. 40.4%, sales increased by more than 20%.
The downward price of the panel has brought vitality to the 'quantity' of the color TV market, but it has brought impact to the 'amount'. The decline in the price of the panel is the decline in the average unit price. According to industry sources, the price reduction in the first half of this year is the entire color TV market. The 'main theme', even the average size of LCD TVs in the first half of the year has been lower than the 2016 level. In Changsha, the stand-alone price has repeatedly refreshed the lowest price in history, such as 32-inch 799 yuan, 55-inch 1799 yuan and 65-inch 2898 yuan, etc. .
According to market research conducted by Aowei.com, the average price of online color TV in the first half of this year was 2,545 yuan, down 10.2% year-on-year. Another market research institute, GfK China, directly showed that the average unit price of color TVs in the first half of the year The rate of decline is staggering. The average market price in January-May this year dropped by 4.7% year-on-year. Among them, the online market opened the 'price war' early, and the average price dropped 11.6%.
'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.' Industry insiders said. Only Skyworth Digital, for example, in April-June this year, Skyworth in the Chinese market TV sales were 1.751 million units, up 7.4% year-on-year, while sales were 3.751 billion Hong Kong dollars (about 3.26 billion yuan), down 2.3% year-on-year. Ovi Cloud's omni-channel push data show that in the first half of 2018, The retail sales of China's color TV market was 72.5 billion yuan, down 2.0% year-on-year. According to statistics from Zhongyikang, in the first half of 2018, the retail sales of China's color TV market was 71.1 billion yuan, down 5.9% year-on-year.
Zhu Yuanyuan, deputy general manager of the Ovi Cloud Network's Black Power Division, believes 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. The growth of retail volume in the first half of 2018 is only recovery. Growth, and price war is the biggest dilemma in China's color TV market.
Domestic business performance 'Floating red'
Since the beginning of this year, the biggest advantage for domestic machine manufacturers should be the decline in panel prices. The data shows that from the upstream panel, the panel prices have dropped significantly compared to last year, and the price of key sizes has dropped by more than 20%. The network expects that the supply of 65-inch panels will continue to increase rapidly, and is expected to drop by US$5 in July. With the decline in the price of components such as panels, despite the unsatisfactory sales, the profit margin is much better than last year. From the data point of view, Due to the low base last year, the profitability of color TV companies in the first half of this year was not eye-catching, but most of them ran out of good performance.
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 to 1.65 billion yuan, up 50%-60% over the same period of the previous year. Announcement revealed that TCL Group achieved a total sales of LCD TVs of 13.510 million in the first half of the year. Taiwan (including commercial displays), a year-on-year increase of 37.8%. Among them, smart TV sales of 9.383 million units, an increase of 53.3%.
Skyworth Digital recently announced that it expects the company's net profit for the first half of 2018 to be 145 million yuan to 1.75 billion yuan, up 166.5%-221.7% year-on-year. For reasons of performance changes, Skyworth figures said that the net profit in the first half of 2018 is higher than that of the previous year. During the same period, there was a large increase. Based on the company's sales volume and operating income maintained steady growth, market coverage and market share were further improved. At the same time, the price of memory chips in the company's core raw materials was steadily decreasing, and the implementation of supply chain optimization was completed. Interest rate increase, foreign exchange exchange loss risk avoidance.
Konka’s semi-annual results 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 yuan. Konka said that the reason for the change in operating results for the past six months and the medium and long-term development strategic plan established by Konka Related.
According to industry insiders, the profitability of color TV companies comes from both cost reduction and export growth. Compared with 2017, the panel prices have dropped significantly this year, and the price of key sizes has dropped by more than 20%. In addition, although the domestic retail market is at a low point, the international market The gains were good. Hisense, TCL and Konka's overseas sales all increased significantly. Data show that from January to May, China's color TV exports reached 33.7 million units, up 26.6% year-on-year, and exports amounted to 5.36 billion US dollars, up 19.9% year-on-year.
>>>Related reading: vivo, OPPO, Huawei is being rumored to 'create TV'
Although the performance of some color TV giants has recovered in the first half of the year, it is reported that due to the influence of Xiaomi in this industry layout, mobile phone manufacturers such as vivo, OPPO, Huawei, etc. are also evaluating the research TV market, and it is possible to formally announce their entry into the TV market. This will undoubtedly make the already fiercely competitive color TV market more intense.
Although in the latter interviews, some mobile phone manufacturers such as vivo and OPPO denied the 'making TV'. However, the industry believes that the news of the collective 'passing into the TV market' at this time is not unfounded. Huawei has previously united Skyworth has launched a 55-inch 4K TV - Cool Glory A55 TV, Huawei has also clearly stated that it will not enter the professional smart home field including refrigerators, washing machines, etc., but will do some connection products, including routers, TV boxes, etc. As for the TV field, it is in the test stage. OPPO has recently made a large number of patent portfolios of more than 20 patents of American audio giant Dolby Laboratories, actively carrying out patent layout, and is regarded by the industry as being in or entering TV. Industry preparation, OPPO has also launched digital mobile TV.
Although the data showed that the domestic mobile phone brand shipments in the domestic mobile phone market in the first half of the year were 176 million units, down 18.6% year-on-year, the market competition was fierce, and the profit margin of the smart phone industry was shrinking. OPPO, vivo, Huawei, Xiaomi, Yi Plus manufacturers compete in a shrinking mobile phone market, and urgently need to open up new businesses and new markets to help the company out of the downturn. Smartphone-centric, product extension to smart homes is seen as a safe and viable development direction for enterprises. Come, the TV market has become active. Internet giants such as Baidu and Ali regard smart TV as another important entry point for the Internet beyond mobile phones. They are actively deploying. Mobile phone manufacturers have also seen this market space and opportunities.
Zhang Jianfeng, deputy secretary-general of the China Household Electrical Appliances Business Association, said in an interview with the media: 'The possibility of mobile phone manufacturers entering the TV field is very high. The TV's operating rate is 34%, and there are fixed huge consumer groups. In returning to the TV screen, these are all mobile phone manufacturers' attention. At present OPPO, vivo, Huawei and Xiaomi, which have entered the TV field, are the top mobile phone manufacturers in the global market, with more perfect channels and after-sales systems, to a certain extent. It also has the conditions to enter the TV market. '
Under the trivial forces of traditional TV companies, Internet giants, and mobile phone manufacturers, the living room will undoubtedly become the most violent battlefield.