OLED, Quantum Dots, Laser, 8K...2017 TV market seems particularly exciting. However, behind the prosperity is the slump in domestic sales. The complex market environment has brought an unprecedented test to the profitability of the entire machine manufacturer.
On May 9th, Suning Tesco's “Forecast New Vision 2018 Color TV New Ecological Alliance Conference†kicked off at Shanghai Baolijia Hotel. Representatives of mainstream color TV brands such as Hisense, Skyworth, Changhong, TCL, Konka, Haier, Sony, Sharp, LG, Samsung, Philips, etc.; China Electronic Video Industry Association, China Household Electrical Appliances Association, China Electronics Chamber of Commerce, Ovie Cloud Network Gather together to discuss the development context of the industry and consumer trends, and discuss the breakthrough of the 2018 color TV industry.
TV market entering the bottleneck
Ovid Cloud Network (AVC) data shows that in 2017, the domestic color TV retail market suffered a strong earthquake, with sales volume of 47.52 million units, a year-on-year decrease of 6.6%, the largest decline in more than a decade. The reason for this is, first of all, that the real estate industry has encountered the most severe regulation in history. From the perspective of the number of major urban real estate transactions, the number of first- and second-tier cities dropped significantly, with transaction volume falling by 37% and 15% year-on-year, respectively. Third-tier cities also barely maintained, only 0.3%. TVs, refrigerators, and water heaters all showed negative growth. Secondly, the rise of alternatives such as smart micro-projections has become a new consumer choice due to its advantages of ease of use, portability, large-size imaging, and intelligentization. In 2017, sales reached 1.29 million units, a year-on-year increase of 69%.
Dong Min, vice president of Owe Cloud Network, pointed out that the weak demand is a long-term consumer crisis in the color TV industry, and it is the main barrier to the color TV market growth.
The big screen, the high-end have got the world
Fan Zhijun, vice president of Suning Retail Group, pointed out that with the relocation of consumer groups, the market demand for color TVs has gradually entered the era of quality in the face of consumer habits. Large screens and high-end people have the world, which is a portrayal of the current TV market.
The data shows that in 2017, the growth rate was 1.7% higher than the sales volume. The sales growth of Suning reached 12.8%, which is 8.3% higher than the industry. This benefits from Suning's O2O channel advantage and wins the big screen and high-end market. Among them, the sales volume of 55-inch and above products accounted for 50.2%, which was 4.3% higher than that of the industry; the sales volume of products exceeding 7,000 yuan reached 23%, which was 3.9% higher than the industry. Consumption upgrade is the biggest driving force behind the growth of the color TV market for a long time in the future. It pays close attention to differentiated markets and develops differentiated products that meet consumer demands. Color TV brand manufacturers can smoothly weather the market consolidation period.
"Threeizations" Opportunities Open up New Horizons
Looking into the future of the color TV industry, Fan Zhijun said, “The current TV market is at a point of potential, consumer scene segmentation and the opportunity of the Internet of Things. Consumers’ demand for personalized TV is boosted. This will be a big increase for the color TV industry. In the outbreak phase, the color TV industry can be expected in the future."
In Fan Zhijun's view, color TV industry will usher in the "three" opportunities, that is, content, intelligence, and materialization. Contentization, to solve the status quo of the hardware development trend approaching the ceiling, to provide users with more detailed, more exclusive competitive content resources, set off a new revolution in family big screen entertainment; intelligent, so that television to understand more users, more understanding The direction of life is accelerating. In addition to common voice operations, new recognition methods such as face and action are added. At the same time, through the matching of big data, TVs are provided with accurate content recommendation for consumers, and through application development, TV video calls are conferred. Look to buy and other new ways to play; materialization, with the advantages of color TV vision screen, to assume the visual transmission of information, so that people sit in the living room to control all the dynamics of smart home.
Insiders pointed out that under the guidance of Suning, the color TV market will undergo a dramatic change in the consumer side and the manufacturing side. The future is worth looking forward to.
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