In the past two years, the size of the color TV market has been stagnant, and even many color TV companies have used the 'low price' impulse. However, for such a market dilemma, industry professionals said that only by transforming the strategic thinking, the road to high-end big screen can be Market foothold.
According to Zhongyikang analysis, from the trend of color TV market this year, large-size TV has become the growth point expected by the industry. In this year, from January to July, 55-inch TV has become the first best-selling size, becoming the absolute sales force, and 65-inch, 75 inches is also becoming the 'darling' of this year's color TV market.
Take the offline market as an example. According to the monthly retail monitoring data of the Zhongyikang era, in the first seven months of 2018, the 55-inch retail volume accounted for 32.3%, an increase of 2.3 percentage points over the same period of last year, and the 65-inch retail volume accounted for 9.3. %, compared with the same period last year, an increase of 3.9 percentage points, 75-inch retail sales accounted for 0.9%, an increase of 0.6 percentage points over the same period last year.
According to industry analysts, the reason why the 55-inch and above TVs are gradually becoming popular in the market is mainly caused by the two dimensions of price-friendly and consumption upgrade. It is understood that in July 2018, the average unit price of the 55-inch online market was 3,954 yuan. The average unit price on the online market is lower, only 3024 yuan. This price is not enough for a high-end smart phone, and the large-size TV is constantly lower, accelerating its popularization process.
In addition, on the one hand, the color TV market has entered the replacement cycle, and the market characteristic of this period is the shift from demand to quality products. Therefore, high-end large-size TV has become the first choice of the mass home, which also makes the large-size TV gradually red in the market. reason.
From the perspective of brand structure, the brand structure in the large-size market in 2018 has changed from last year. In the past, the advantage of foreign brands occupying 'leadership' on large-size TVs is no longer there. The domestic brands replaced by large-size TVs Leading position. According to Zhongyikang data, in the high-end market segment of large-size TVs of 55 inches or more, the retail volume of domestic brands accounts for more than 70%, which can be said to be a veritable domestic brand.
According to statistics, in the first seven months of this year, the color TV market listed 329 new products of 55 inches and above, while at the same time foreign brands in addition to Sony, Philips in the large-size product layout, other foreign brands have relatively small movements.
Industry insiders told the “Audio-Visual Circle” that color TV products of 55 inches or more have gradually become more popular in the market. The side reflects that the color TV product structure has been transformed into a mid-to-high-end transformation. A new era of color TV competition with large size and high image quality has begun. .
Data from IHS shows that TV panel shipments of 60 inches and above (oversized: super-large) are expected to exceed 20 million in 2018. Although the total annual shipments of 200 million units are in the TV panel market, At present, the ratio is only 10 points, but the growth is very fast. This means that in the future, the competition in the market will be on the competition for large-size TVs. Who can make the layout of the large-size TV more perfect, and the force is more fierce. In the future market competition will occupy a favorable position.