In 2017, the color TV sales market encountered "Waterloo", and sales fell by 6.6% year-on-year. Industry experts believe that in the context of real estate market regulation and rising panel prices, the profit margins of TV companies have been further compressed. In the next step, only through active structural adjustments and continuous research and development of new technologies can we achieve breakthroughs in market competition.
2017 was a very difficult year for the color TV industry, affected by real estate regulation, lack of support from consumption hotspots such as sports events, and pressure from rising costs. Recently, the "2017 China Intelligent Display and Innovative Application Industry Conference and CRC2017 Color TV Industry Research Conference" co-sponsored by the China Electronics Video Industry Association and AVC Development situation, explore the path of transformation and upgrading.
Color TV sales fell by 6.6% last yearCompared with the high market situation in 2016, the situation of the color TV industry took a sharp turn for the worse in 2017. According to data released by Aoweiyun.com, the retail volume of China's color TV market in 2017 was 47.52 million units, a year-on-year decrease of 6.6%; affected by factors such as rising costs, the retail sales volume was 163 billion yuan, an increase of 4.5% year-on-year .
Judging from the market situation last year, not only the traditional color TV giants encountered greater difficulties, but also the performance of Internet brands was sluggish. Affected by the increase in panel prices and the reduction in capital investment, the market share of Internet color TV brands in 2017 was only 13%, a decrease of 6 percentage points from the same period last year. In 2017, the number of new Internet brand models on the market was 161, a year-on-year decrease of 11 %.
"From the data since 2003, the decline in the retail volume of the color TV market in 2017 was the largest decline in the past ten years." Zhu Yuanyuan, deputy general manager of the black power division of AVC Cloud Network (AVC), analyzed that multiple factors led to 2017 The retail volume of China's color TV industry declined in 2009. The cooling of the real estate market in 2017 directly affected the performance of the major home appliance market. The retail volume of color TVs, refrigerators, and washing machines all declined year-on-year. At the same time, other audiovisual-related products have achieved rapid development with the help of intelligence, and formed a substitute for smart TV products. For example, in 2017, the retail volume of OTT boxes was 10.47 million units, the retail volume of smart micro-investors was 1.29 million units, and the retail volume of smart speakers reached 1.76 million units.
It is also worth noting that the upstream panel price increases. From March 2016 to April 2017, the panel experienced the longest price increase in history, and the price increase of some sizes in the peak months was as high as 90%. Although panel price increases push up the price of color TVs, the main beneficiaries are the upstream panel makers. The color TV manufacturers whose profits are already meager due to cost factors have worsened the situation.
Seek new growth pointsAlthough complete machine companies have encountered severe market challenges, the upgrade of color TV consumption has also brought new business opportunities. Major color TV companies are actively promoting structural adjustments, implementing innovation-driven strategies, and seeking market breakthroughs.
In 2017, large size is the main theme of color TV upgrades. 55-inch products continue to grow, and the market share of retail sales in 2017 was 30.1%, an increase of 6.2 percentage points from the same period last year. The ultra-large size market continued to grow, with the 65-inch product market’s retail sales share of 5.5%, an increase of 1.5% over the same period last year.
Consumers' demand for high-end differentiated color TV products is also increasing. In 2017, the market retail volume share of curved TVs was 7.3%, an increase of 1.9 percentage points from the same period last year; the retail volume share of ultra-thin TVs was 4.1%, an increase of 2.5 percentage points from the same period last year ; The market retail volume share of borderless TVs was 2.3%, an increase of 0.5% over the same period last year.
With the upsurge of consumption upgrades, new display products such as lasers and OLEDs have become increasingly popular, and manufacturers' technological innovation capabilities have become a key factor in market success.
As a leading company in the color TV industry, Hisense TV not only opens up a new space for technological upgrading of LCD TVs, but also devotes itself to researching and launching laser TVs, breaking the boundaries between projection and TV, and striving to seize the commanding heights of the large-screen market. Wang Wei, deputy general manager of Hisense Laser Display, pointed out that the average size of TVs in the Chinese market is much larger than that of North America and Western Europe. Laser TVs have strong competitiveness in the field of large screens. In 2017, Hisense Laser TV’s market share of more than 80 inches increased again. Times.
It is understood that Hisense laser TV has covered 80 inches, 88 inches, 100 inches, 120 inches, 150 inches and other size segments. At this conference, Hisense's 100-inch 4K L6 laser TV won the "Innovative Product" award. The product shows the differentiated advantages of high brightness, rich colors, long life, energy saving and environmental protection. Its brightness reaches 350nit, which exceeds the industry standard of 300nit for LCD TVs. The color gamut reaches 116%, which is richer than LCD TVs. The application of new technologies such as HDR imaging technology has greatly improved the viewing experience.
Skyworth, another color TV giant, is optimistic about the development of OLED TVs. At present, the OLED TV market is still in the incubation period. In 2017, the retail volume of OLED TVs in the domestic market reached 113,000 units, a year-on-year increase of 92%. Based on the physical characteristics of OLED, the color TV industry has tapped its advantages and launched a variety of innovative products. Artistic, ultra-thin wallpaper, integrated audio and video, and rollable product forms have become new highlights.
The color TV market can be expected this yearParticipants at the conference were generally optimistic about the future development of the color TV industry. Peng Jianfeng, deputy secretary general of the China Electronics Video Industry Association, said that the technological revolution is the biggest opportunity. Beginning in the 1980s, with technological progress, the color TV industry has risen to a step every 10 years. At present, the mainstream size of color TVs has entered the range of 50 inches to 70 inches, and will enter the range of 80 inches to 120 inches from 2020 to 2030. At the same time, with the rapid development of home Internet, TV screens have more advantages in living room scenes than mobile screens. Large screens in living rooms will lead smart life. In terms of product upgrades, the China Electronics Video Industry Association and enterprises jointly promoted the "replacement of the old for the best" project. Consumers have become more aware of the 7-year update period of TV products, which will further promote consumption upgrades.
Regarding the market situation in 2018, Zhu Yuanyuan analyzed that the overall supply and demand of upstream panels was loose throughout the year, the production capacity continued to increase, the demand for color TV upgrades increased, and the pull of new demand rebounded. AVC predicts that the retail scale of the color TV market will reach 48.98 million units in 2018, a year-on-year increase of 3.1%, and the retail sales will reach 159.7 billion yuan, a year-on-year decrease of 2.1%.
It is reported that color TV companies are optimistic about the growth of the market. In 2018, the expected shipments of the five major domestic companies in the Chinese market increased by 23% year-on-year, an increase of 17 percentage points from 2017.
Currently, the development of display technology is changing with each passing day. In terms of resolution indicators alone, the popularity of 4K TVs is accelerating, with a penetration rate of 60% in 2017. After 4K becomes popular, the next stop will be 8K. The survey shows that 77% of consumers believe that 8K is the trend of high-end products.
Sharp launched the first consumer-grade 8K TV in 2017, which attracted the attention of the industry. Zhang Xinyu, deputy general manager of the Foxconn Group Brand Marketing Department, pointed out that this is not only the improvement of hardware strength, but Sharp's goal is to build an 8K ecosystem and open up the entire 8K chain from content, editing, transmission to display. Foxconn and Sharp have made sufficient hardware, technology, and capital reserves to accelerate the arrival of the 8K era.
It is also understood that Hisense will release a 300-inch laser TV in March 2018, bringing new flagship products to the color TV industry. With the addition of many brands, laser TV prices will become more and more affordable. "The application of laser in all scenes will inevitably bring greater market space." Wang Wei said that Hisense's positioning is to become the global technology center of laser TV, build industrial resources and sharing platforms, and work with more companies. Make the laser TV industry bigger and stronger.
In addition, intelligence has injected new momentum into the color TV industry. Lv Jian, executive vice president of the Multimedia Industry Division of Konka Group, pointed out that when TV became a home center last time, it was just a simple receiving device. With the advent of artificial intelligence TV, TV will become an intelligent Internet center for the entire family. The development of artificial intelligence television is not accomplished overnight, and it will take some time to mature. Konka is deploying a TV-based smart home system to promote steady development in the field of smart homes and even smart communities.
In order to regulate the development of the display industry and encourage innovative enterprises, the China Electronic Video Industry Association issued the "China Electronic Video Industry Self-Discipline Convention", "Technical Specifications for Control and Content Transmission Between Smart Phones and Smart TVs" and "Innovative Wisdom" at the conference. Life Products Selection Guide" and appraised new products, new technologies and new designs in 2018. Hao Yabin, vice chairman and secretary-general of the China Electronics Video Industry Association, emphasized that it is necessary to adhere to the supply-side structural reform as the main line, deepen the innovation drive, optimize the industrial layout, and accelerate the pace of industry transformation and upgrading.
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