In 2018, the color TV market was calm, and the long-term period of the traditional holiday promotion period changed. The 11th promotion period returned to the Golden Week. In the past September, the market was relatively calm, and there was no peak sales in the early 11th period.
According to the retail monitoring data of Zhongyikang Times, in the 37th week (September 10th to 16th), online retail sales decreased by 12.0% year-on-year, retail sales decreased by 23.5%, and offline retail sales decreased by 33.0%. Retail sales fell by 43.8% year-on-year. It is expected that the peak sales season for this year will occur in the 39th week (September 24th to 30th) and the 40th week (October 1st to 7th).
However, with the increasing number of travels in the eleventh year, the sales of the 11th Golden Week for the home appliance market is not sufficient. It is expected that the online market will maintain growth and the offline market will decline.
The common point between online and offline is the change of product development trend. Recently, new products of color TV enterprises are frequent. From the perspective of released products, artificial intelligence and comprehensive screen are two hot spots in the market.
The artificial intelligence TV broke out from 2017 and was welcomed by consumers. In 2018, the new artificial intelligence products launched by various color TV companies went further in function, such as the extensive enhancement of language recognition for smart TV.
Full-screen TV generally refers to three-sided borderless TV. The TV screen has higher utilization rate and better display effect. After the appearance of curved TV and ultra-thin TV, the full-screen TV adds more choices to the appearance of color TV, and also receives consumption. Welcome. At present, the penetration rate of full-screen TV is close to 10%, and eleven will become a period of full-screen explosion.
In terms of size, the large size will be the highlight of the eleventh. 55-inch as the main sales size of the large size, this year's market share is gradually stable, the online market share is basically stable at around 25%, and the offline is basically stable at 30~35%. between.
Large-size growth points are 65 inches and 75 inches. In the 37th week, the 65-inch retail volume accounted for 8.1% of the online market, and the 75-inch retail volume accounted for 1.0%. The offline market 65-inch retail volume accounted for 12.0%, 75 inches. Retail sales accounted for 1.2%. Through the 11th promotion, 65 inches and 75 inches will be a step up.