According to the statistics of the State General Administration of Customs, in December 2016, China imported 9,701 color TV sets, a year-on-year decrease of 30.5%.
Relevant experts said that the dramatic drop in imported TV also signalled that the color TV market is fully entering the domestic era. When Beijing Business Daily reporter visited the Beijing home appliance store, he found that domestic brands now firmly occupy most of the TV counters in the TV booths. Among more than a dozen TV brands, Japanese and Korean brands generally occupy only four or five counters. The domestic color TV brands such as Konka, Hisense, TCL and Changhong are deeply rooted in various home appliance stores.
The responsible person of a domestic brand color TV told the Beijing Commercial Daily reporter that it was not surprising that the original imported color TV gradually withdrew from the mainland China market. There are two main reasons:
The first is that these Japanese and Korean brand TV sets have taken the initiative to shrink for the home appliance business along with the strategic adjustment at the group level. This is true for Toshiba, Panasonic, and Sony.
Second, with the rise of domestic color TV technology, manufacturing and marketing costs have continued to fall. In the past, Japan and South Korea’s superior pricing strategy “can't playâ€, so reducing the original color TV import is also quite passive.
On the other hand, the rise of domestic Internet TV brands is also an important driving force for the rapid development of domestic brands. In recent years, brands such as LeTV, Coolopen, and Micro-Whale have grown rapidly and have come under fire. With overwhelming price advantages and features of Internet resources, they have been able to “kill†the TV market in the short term, in addition to using the original e-commerce network. In addition to sales channels, online store entities have also gradually added experience stores, which have brought huge threats to traditional TV manufacturers and foreign companies.
Hong Shibin, an observer of the household appliances industry, said that China’s manufacturing of the demographic dividend has become a thing of the past and that the technical dividend is beginning to open. Close to the user's technological innovation is "hard work", and ultimately, capital, talent, market accumulation of multiple parties, the TV industry "Greater Hengda, strong stronger, small and medium out" the hard battle quietly started. The overseas brands that have been admired by the Chinese have been weak in this high-speed iterative industry. The market of overseas TV brands was constantly being squeezed by domestic brands and became the mainstream in 2016, especially in the high-end market.
Relevant experts said that the dramatic drop in imported TV also signalled that the color TV market is fully entering the domestic era. When Beijing Business Daily reporter visited the Beijing home appliance store, he found that domestic brands now firmly occupy most of the TV counters in the TV booths. Among more than a dozen TV brands, Japanese and Korean brands generally occupy only four or five counters. The domestic color TV brands such as Konka, Hisense, TCL and Changhong are deeply rooted in various home appliance stores.
The first is that these Japanese and Korean brand TV sets have taken the initiative to shrink for the home appliance business along with the strategic adjustment at the group level. This is true for Toshiba, Panasonic, and Sony.
Second, with the rise of domestic color TV technology, manufacturing and marketing costs have continued to fall. In the past, Japan and South Korea’s superior pricing strategy “can't playâ€, so reducing the original color TV import is also quite passive.
On the other hand, the rise of domestic Internet TV brands is also an important driving force for the rapid development of domestic brands. In recent years, brands such as LeTV, Coolopen, and Micro-Whale have grown rapidly and have come under fire. With overwhelming price advantages and features of Internet resources, they have been able to “kill†the TV market in the short term, in addition to using the original e-commerce network. In addition to sales channels, online store entities have also gradually added experience stores, which have brought huge threats to traditional TV manufacturers and foreign companies.
Hong Shibin, an observer of the household appliances industry, said that China’s manufacturing of the demographic dividend has become a thing of the past and that the technical dividend is beginning to open. Close to the user's technological innovation is "hard work", and ultimately, capital, talent, market accumulation of multiple parties, the TV industry "Greater Hengda, strong stronger, small and medium out" the hard battle quietly started. The overseas brands that have been admired by the Chinese have been weak in this high-speed iterative industry. The market of overseas TV brands was constantly being squeezed by domestic brands and became the mainstream in 2016, especially in the high-end market.
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