Since the beginning of this year, the color TV industry has withstood some pressure in the environment of 'marketing increase and decrease' in the market. At the same time, low-price competition is no longer effective in the market where demand is not strong. Therefore, the upgrading trend of the preferential consumption in the household appliance industry Next, it is urgent to focus on user needs, return to the essence of the product, identify the user 'pain point', and break through the development bottleneck with quality improvement.
Low-price competition is not sustainable
According to Aowei Cloud (AVC) data, the retail volume of China's color TV market in the first half of 2018 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. Zhongyikang data showed that 2018 In the first half of the year, the retail sales of China's color TV market decreased by 5.9% year-on-year. For the whole year of 2018, research institutions generally predict that the domestic color TV retail 'quantity increase and decrease' will continue.
This year, the bottom-end price of the upstream panel did not increase the profitability of the color TV industry, and the price of the terminal products of all sizes showed the lowest price in history.
'The continued low-price competition in the color TV industry cannot be ignored.' Peng Jianfeng, deputy secretary general of the China Electronics Video Industry Association, bluntly said that when the panel price cuts, the whole machine company follows the price cut, but when the panel price increases, the whole machine price is difficult to rise simultaneously. .
In the case of weak demand, the effect of stimulating the market at a low price is declining. According to the online monitoring data of Avi Cloud (AVC), the average price of color TV in the first half of 2016 is reduced by 1 yuan, the scale of the online market. The growth rate was 9,479 units. For the first half of 2018, the average price was reduced by 1 yuan, and the online market scale increased by 7,956 units.
The trend of better consumption of home appliances is obvious
At the same time, the domestic consumption upgrade boom, and the trend of household appliances is becoming more and more popular. The White Paper on New Middle-end Consumers' Consumption Trends pointed out that low prices are not the focus of consumers' most attention, and whether they have good quality and consumer experience. It is the key factor in determining the purchase. The offline monitoring data of Avi Cloud (AVC) shows that the share of high-end color TV products continues to increase. In the first half of 2018, the scale of 4K TV increased by 25.4%, and the scale of OLED TV increased by 110.3%. TV scale increased by 241.5% year-on-year, ultra-thin TV scale increased by 109.5% year-on-year, and 65-inch TV became the fastest growing size of color TV sales.
Improve ability to break as soon as possible
'Color TV industry is the sunrise industry that is breaking through.' Zhu Yuanyuan, deputy general manager of Avi Cloud Network (AVC) Black Power Division, said that the number of newly entered brands in the color TV industry reached 11 in 2017, and there are expected to be 3 in the second half of 2018. The entry of mobile phone companies, the high attractiveness of the color TV industry can be seen.
The industry is favoring the color TV market. An important reason is that the field has entered a period of new technology application explosion. The new display technology is increasingly showing its advantages in image quality, form and performance. At the same time, intelligent development for the industry Opened new space. In the first half of 2018, the artificial intelligence TV market share was 45.8%, an increase of 28.2 percentage points over the same period last year.
In the face of a new round of structural adjustment, whether color TV companies can win the competition is the core competitiveness, and it is of vital importance to strengthen their own capacity building. Zhu Yuanyuan believes that the key factors for the future of the TV industry are mainly three. First, do a good job of technology reserves. It is a technology-intensive industry. Technology innovation is the main source of product competitiveness, and it is also one of the main driving forces for enterprises to gain market share. Secondly, strengthen brand building. Under the trend of consumption upgrading, consumers not only buy products, but also The value of the brand itself. Again, improve efficiency. Faced with the growing market trend of user voice, the TV industry should integrate based on technology upgrade and information flow to improve efficiency and create new business models.