In the first half of the year, compared with the last 5 years, the retail sales of color TV show a downward trend.
As a result of frequent business promotion activities, traditional holiday influence and other factors superimposed, the 11 period color TV market will present the situation of double drop of volume. Recently, the citizens of Jinan, Mr. Li in the online purchase of two TV sets, a 55-inch, a 60-inch, a total of more than 6,000 yuan. ' I didn't think the color TV was so cheap now. Mr. Liu said with emotion. Reporter survey learned that, because of the LCD panel price decline, coupled with the overall demand for TV market lower, many color TV manufacturers to play a price war, resulting in some color TV prices have a relatively large decline.
Among them, 55-inch color TV's net sale average price is about 2700 yuan, some prices even fell below 2000 yuan.
55-inch LED color TV only sell 2000 yuan Recently, Qilu Evening News reporter visited the provincial capital of some home appliances store found that some of the preferential strength of the business is very large, waist price reduction phenomenon is not uncommon.
A number of business sales staff said that during the Mid-Autumn Festival, there will be more substantial preferential activities. According to the introduction, the previous 50-inch LED color TV price is at least about 3000 yuan. Reporters recently found that the 50-inch color TV online is not much, more than 55 inches into the mainstream model. Online under the store, 55-inch color TV is the cheapest price of about 3000 yuan, but, online prices are much cheaper, some of the lower prices probably in the early 2000 yuan, some even fell below 2000 yuan. For example, reporters in Jingdong see, a 55-inch LCD TV called Haier Model card, only sell 1999 yuan.
According to statistics, the average price of the 55-inch color TV is 2742 yuan, the line is 4017 yuan. According to sales staff, the original August or September is the sales season. However, this year's sales are generally the case. This year to catch up with the World Cup, many businesses have prepared sufficient supply, did not expect the World Cup and did not usher in a sales explosion, resulting in a lot of inventory backlog.
' In the first half of the year, compared with the last 5 years, the retail sales of color TV show a downward trend. In the first half of 2013, color TV retail sales was 92.7 billion yuan, this year dropped to 71.1 billion yuan, the lowest in nearly 5 years.
Zhong Yi Kang forecast, due to frequent business promotion activities, traditional holiday influence and other factors superimposed, 11 period color TV market will present the situation of double drop in volume. Oviyun network data shows that the first half of this year, the average price of the TV market is 2545 yuan, down 10.2%. The average price of the main size is below 2016 levels.
Another market research agency, the ZF monitoring, showed that the average price of the online market was up 11.6%. Oversupply of color TV market
Manufacturers to fight price war promotion For the color TV industry downturn, senior industry economic observer Liang that there are two reasons: First, an LCD TV more than 70% of the cost is the LCD panel, now the price of LCD panels all the way down, resulting in the production cost of LCD TV is declining. Second, China's color TV domestic market for the past two years have been depressed.
In the first half of 2018, China's color TV market sales have been shrinking, oversupply, so that color TV enterprises in order to survive, have to lower the low-end product prices, price war prices promotion. Sun Tai, deputy director of the Consumer electronics division of the Chinese-hong-Yi Kang era, said there were many reasons for the decline in demand. In recent years, the color TV market enters the mature stage, the user buys the television many for the substitution purchase. And the new purchase, by the real estate, marriage, such as lower logarithm of the impact of insufficient demand for mobile phones, people rely on the overall demand for color TV is lower. The industry is facing a lot of competition, and the price war will come with it.
' Home appliance industry expert Liu Buzhong that the market value of color TV is much lower than it should have value. In recent years, mobile phones, air conditioners, refrigerators, washing machines and other product prices have been going up, but color TV prices have been down, which shows that color TV products have not yet established a reasonable profit model. The biggest problem with domestic brands is that the product premium capability is too low.
He believes that China's color TV enterprises can not be sold to rely on price war promotion, so that consumers formed a price war thinking: You are not cheap, I do not buy.
Analysts believe that the first half of the panel price impact, the color TV market set off a price war on the overall market part of the overdraft, the second half of the panel price gradually rebound, the market will become more rational. Large size and Smart TV
is the direction of industry development To break the price war, only industrial upgrading, product upgrades, which also meet the needs of consumers change. Sun Tai said, color TV is to replace the main industry, screen size is larger, the display effect is more clear is the user's constant pursuit. Color TV Products Industry upgrade is also around the two core topics, currently 65-inch color TV online has accounted for more than 10%, 4K accounted for more than 80%.
In addition, AI TV, differentiated appearance products, etc. all give the TV more added value. At present, the 55-inch color TV still occupies the largest share of the color TV market, but growth is gradually slowing. The monitoring data show that, in the first half of the year, the 55-inch color TV retail sales increased by 33.1%, only higher than the overall market (32.1%) growth of 1%, while the offline 55-inch color TV sales are also negative growth. Meanwhile, the 65-inch color TV and 75-inch color TV are growing fast, 65-inch color TV on-line retail volume increased 144.3% year-on-year growth of 45.6%.
and 75-inch color TV due to the small base last year, the online and offline growth rate of more than 100% this year. Zhong Yi Kang Home appliances analysts believe that the rapid growth of 65-inch color TV and 75-inch color TV, on the one hand, the reason is the consumption upgrade-driven product structure upgrade, on the other hand because of this year, the price of the machine has been pushing.