The color TV industry is in a very grim situation today.
The three quarterly report on China's home appliance industry, released jointly by the China Household Appliance Research Institute and the National Household Appliance Industry Information Center, showed that the color TV market fell by as much as 18.3% in the third quarter from a year earlier, the worst performer of any household appliance category that fell year-on-year.
Oviyun Network (AVC) push total data also showed that the third quarter of the color TV market sales of 10.41 million units, the same as last year, but retail sales of only 30.3 billion yuan, the market shrank 5.4 billion yuan, a sharp decline of 15%. Such unsightly data performance is very different from the industry's previous judgments.
Because, the industry has always believed that the color TV industry in the direction of accelerated to high-end development, consumer upgrading is also an irreversible trend, color TV industry in the industrial upgrading and consumer upgrading of the dual role, the average price of products will be further enhanced, the size of the market will be greater. The phenomenon seen by the outside world also has a certain degree of confusion. For example, it is believed that white electricity products do not have too much scientific and technological content, television black technology is constantly emerging. Quantum dots, 8K, HDR, Laser, OLED, AI ...
New technologies, emerging concepts abound, and the industry seems to be booming.
But, if measured by the above market sales figures, this is undoubtedly a false boom. Overall sales do not go, this can also understand, after all, color TV market in the stock market, new demand can not be so big, and, will also be subject to the economic environment, the real estate market tightening and other factors.
But while sales remain stable, sales have plummeted, which is incomprehensible. The only explanation is the price war. Industry and consumption are upgrading, but the average price of products is falling, according to Ovie statistics, the third quarter offline average price fell by 9.4%, the line is down 21.5%, leading to a sharp contraction in the size of the color TV market.
This is out of character and unreasonable.
Nail Technology believes that there are two reasons for the sharp decline in the average price: One is the continued decline in panel prices. 65 inches in the third quarter, 55-inch panel prices fell 36.8%, 18.7%, respectively, with panel prices falling from the beginning of the year to the August.
The decline in the price of major raw materials has set the stage for a fall in the price of the whole machine market. Second, the price of the online market is too low.
According to the statistics of Oviyun network, online market and offline market share can be basically 55 open, but the average price of the online market decline is too large, will certainly stimulate the fall of the offline market price, leading to the overall price decline of the market. The scary thing is that as double ten a big promotion, the price war has become more violent.
For example, Xiaomi 65-inch TV, with 4 K, HDR, artificial intelligence voice and other capabilities, the price only needs 3399 yuan, down 1000 yuan, 43 inch FHD Full HD screen artificial intelligence TV, only need 1299 yuan, price reduction of 300 yuan. The growing price war, so that the color TV industry situation is grim.
Throughout the year, the Oviyun network predicts that retail sales, led by a double 11 and annual promotion, are expected to grow by 2.3% to 48.63 million units throughout the year, but retail sales in conjunction with the decline of 8.7%, only 148.9 billion yuan. The price war has made color TV companies miserable.
According to nail technology, the profit margin level of color TV companies has been falling in recent years, from about 4% of the previous road to about 1.5% in the last two years, individual enterprises are even less than 1%. Historically, the price war was once an important weapon for domestic color TV to fight foreign brands, but now it has become the tool of the traditional brand of Internet brand strangulation color TV.
But the price war has always been ' hurt the enemy 1000, self-loss 800 ', and Leeco is even a precedent. The increasing price war should arouse the attention of the mainstream color TV enterprises and collectively fire the value defense of the color TV industry. From marketing drive to technology drive, from display technology to AI artificial intelligence, from chips to panels, from channels to services, from hardware to ecology ...
Color TV enterprises need to carefully comb the industrial value chain, and constantly do value increment, rather than by the price of the deviation, into the harm of the development of the dead end. Color TV price war double 11 or reach orgasm | The industry desperately needs to ring the battle for value