Internet TV faces crash? 2016 ZDC TV report

I. Overview of the development of China's flat-panel TV market · Return to the core of the picture quality High-end products have been accepted by more users For the television industry, 2016 is a crucial year, and many innovative display technologies are working together. The competition between OLEDs and quantum dots has entered a white-hot spot. New display technologies such as HDR have emerged one after another. This has also allowed the television industry to return to the era of image quality as its core. With the collective outbreak of display technology, high-end products have also been enriched. Higher audio and video experience has also awakened the pursuit of quality by more users. Consumers' attention to high-end products has also begun to rise.
· Ups and downs in panel prices The decline in Internet TV prices In 2016, panel prices can be described as ups and downs. First, they experienced a cliff-type decline in the first half of the year, making Internet TV brands that excel in price warfighting taste a lot of sweetness and successfully captured large amounts of money. Some young users. However, in the second half of the year, the price of the panel began to rise again and again, and it rebounded strongly, with an increase of more than 50%. This makes the Internet TV brand had to raise the horn of price increase, and in the absence of price advantage, its degree of concern has weakened. To know the cost structure of a TV, the panel has always been the most important cost, accounting for more than 70%.
Further Reading: Traditional Brands Lose the Internet? ZDC semi-annual TV report Internet firepower full-fledged! ZDC third quarter TV report Second, China flat-panel TV market structure analysis (I) 2016 China flat-panel TV market brand structure · Samsung is a strong leader, domestic brands are evenly matched from the 2016 full-year flat-panel TV In terms of brand awareness, Korean-based Samsung is the strongest leader, ranking first in the proportion of 15.7%. Samsung has been ranked first in terms of global shipments for ten consecutive years. It is not surprising that this achievement has been achieved. The second, third, and fourth positions were occupied by domestic manufacturers, and Hisense and TCL have always had successes and win each other, and they can obtain more considerable shipments each year. As an internet brand, micro whale and millet followed, the panel prices in the second half had a certain impact on them. The remaining five brands are also very familiar to us. Sony has gained a lot of attention due to the new TV products that have been launched strongly in the second half of the year.
We can see that Samsung and Hisense have a relatively large proportion of concerns. The influence of Samsung's TV products on the international market does not need much to say. At this year's CES, a whole new generation of QLED metal quantum dot TVs is also expected. Hisense’s performance in the domestic market in the past two years is also more eye-catching. Hisense TV and China’s first slogan are believed to have been seen by everyone. Although TCL is slightly inferior to Hisense in the domestic market, TCL's performance in the international market is very eye-catching. We also mentioned earlier that Hisense and TCL have always been the outcome of each other and they are the core strength in domestic TV. .
(II) In Q1~Q4 quarter of 2016, the attention of Chinese flat-panel TV market and the attention of traditional brands have picked up. Internet brands have slightly declined. The chart below shows intuitively the changes in brand attention in the Q1~Q4 quarter of 2016. On the whole, Samsung is still in the leading position. LG began to decline from the second quarter and the performance in the second quarter was poor. As a whole, the domestic three major manufacturers TCL, Hisense, Skyworth attention is relatively stable, basically maintained in the upper reaches of the level. The rising trend of Internet brands in the first three quarters was very obvious, but it was affected by the panel price increase and fell overall in the fourth quarter.
In fact, the overall decline of Internet TV in the Q4 quarter is not surprising at all. As the profit of Internet TV hardware itself is very low, it is mainly relying on television members to obtain benefits. Therefore, with the strong rebound in TV panel prices, the days of Internet TV have not been too good, and they have had to make price increases. This has also caused less attention than in the first two quarters. While the influence of traditional TV brands is smaller, it is expected that the panel price will continue to rise for some time.
III. Analysis of Product Structure (I) The proportion of high-end products in China's flat-panel TV market in 2016 The trend of large-screen ultra-high-definition has become a trend, and intelligence is a necessary condition Since entering 2016, the demand of users for television quality is also increasing. Smart TVs that are more in line with people's habits have become a necessary condition. At present, both traditional brands and Internet brands are moving in a more intelligent direction. Ultra HD is the most direct condition for enhancing the viewing experience. The degree of attention has reached 54%, and large-screen TVs with 55 inches or more have also been favored by more consumers. It can be said that large-screen ultra-high-definition has become the main current TV market. trend. The level of attention to HDR, curved surfaces, and ultra-lightweight has also been greatly improved over the past. As a whole, the high-end TV market in 2016 has increased as a whole.
New technologies such as 4K, curved surface, and HDR have come in strong in 2016. Many TV brands have also applied these technologies to their own flagship products. Most consumers are very concerned about these innovative technologies, because it is very obvious for the overall improvement of the viewing experience. Smart TVs can now be said to have become just what consumers want, because it allows users to better operate the TV. To the surface, ultra-thin technology, only some high-end users are more concerned about.
(II) The Korean flat-panel TV products that attracted the most attention in the Chinese flat-panel TV market in 2016 were led by Korean brands, and the Japanese brands were warmed up. Looking specifically at the products, Samsung’s KS9800 TV launched in 2016 was favored by more users. The television has achieved even higher requirements in both quality and design. The two domestic 55-inch products of Hisense and TCL also received a high degree of attention. The Xiaomi TV 3S 65-inch launched by Internet brand Xiaomi in 2016 made this product because of its high cost performance and over-the-home home theater configuration. The degree of attention rose to fourth place.
In fact, judging from the performance of the global TV market in 2016, Japanese manufacturers appear to have faded out of sight. On the other hand, Korea and China seem to have received more attention. However, after Sharp was acquired by Hon Hai, it also intends to return strongly to the traditional market. In 2016, the dual .11 even launched a promotional campaign to buy one and send one, which is amazing. Sony’s D-series TVs, released in early 2016, have also achieved good results. At this year's CES, a new OLED TV was also demonstrated. It can be said that Japanese brands have shown a pick-up trend this year.
(III) Comparing the proportions of different positioning products in the flat panel TV market in China in 2016 • LCD TV is still the main theme in 2016 From the perspective of the overall attention in 2016, LCD TVs are still the products with the highest degree of attention. At present, LCD TVs have been developing for nearly 10 years. Both the maturity of the technology and the number of users have reached the peak, so the LCD TV has received the highest degree of attention is also worthy of its name. At present, all TV categories are developing in a more intelligent direction and have become the main reference standard for consumers when they purchase TV products.
Internet TV has been favored by more young people because of its high cost performance and new viewing methods. The degree of attention is as high as 82.1%. The attention of 3D TVs is not as good as before. Due to the problems of viewing experience and film sources, the prospects for the development of 3D TVs are not favored. OLEDs and quantum dots, as two types of new display technologies, have received extensive attention in the early days of their birth. However, more consumers are still taking a wait-and-see attitude and the degree of attention is gradually increasing.
(IV) Comparing the proportions of different positioning products in China's flat-panel TV market in the first half of 2016 and the second half of the year • Concern over the proportion of ultra-high-definition television shows that the degree of change in the first half of 2016 is not significant. The attention of LCD TVs, Internet TVs, and smart TVs Both exceeded 80%. The UHD ultra-high definition television, the most noticeable change, was focused on 58.5% in the first half of the year and directly increased to 70.6% in the second half of the year, the most significant increase. There is no doubt that Ultra HD resolution has gained more consumers. On the contrary, FHD high-definition television has shown a downward trend.
In the high-end television field, OLED TVs and Quantum-dot TVs have all achieved different degrees of enhancement. These two categories of TVs are also likely to replace the most mainstream LCD TVs in the future. The attention of the curved TV has slightly increased in the second half of the year. The curved TV has a great sense of technology both in terms of viewing effect and appearance. The curved TV has also become synonymous with high-end, and many TV makers also apply curved surfaces to the TV. Above the flagship product.
(V) 2016 China's flat-panel TV market, the proportion of attention to the distribution of different resolution products, 4K era has arrived
In 2016, 4K ultra-high definition resolution has been widely used. New products for 50-inch and 50-inch TVs have almost 4K resolution. In 2016, the proportion of attention was up to 64.6%. Compared to Full HD resolution, 4K Ultra HD resolution can bring more clear and detailed images. Although the current 4K source has not yet been completely popularized, it is undeniable that 4K will be the next display standard, and it is expected to be fully popularized in 2017 with 4K ultra-high resolution.
(VI) 2016 Q1~Q4 Chinese Flat-panel TV Market Focus on Proportional Trends of Different Resolution Products
The strong rise of 4K resolution also led to the replacement of full HD resolution (1920*1080) TV products. Full HD TV products decreased from the 38.9% of the Q1 quarter's attention to 21.7% of the Q4 quarter, but Full HD resolution is still able to shine on small-size products. The HDTV products are less than 10% in Q1~Q4 quarter, and it is expected that HDTV will be further eliminated in 2017.
(VII) 2016 China's flat-panel TV market, different screen size products concerned about the proportion of 51-60-inch TV products, the most attention
Throughout 2016, 51-60-inch television products became the most-respected size segment with a 42.2% interest rate. This size segment has also become almost the size of the major manufacturers. Since the 51-60 inch TV product can fit well with the mainstream consumer living room size, this size segment has also become the most user-selected range. The 41-50 inch TV product ranks second, this size is very suitable for small living room users or bedroom. Large-screen televisions larger than 70 inches are prepared for high-end users, with a focus of only 2.3%.
(VIII) Comparing the proportions of different screen sizes concerned in the Chinese flat-panel TV market from Q1 to Q4 in 2016
From the overall change in Q1-Q4 quarters for different size segments, there was no significant fluctuation in the overall situation. The 41-50 inches ranked first in the Q1 quarter with 38.8% of the attention, and the last three quarters have been dominated by the 51-60-inch segment. It is worth mentioning that the 51-60-inch TV in the Q4 quarter. The attention of the product directly rose to 49.1%, nearly half of the users will choose this size segment of the product. The 40-inch or smaller size is most similar to the 61-70-inch product, and the 61-70-inch attention has improved significantly in the Q4 quarter.
IV. Analysis of the price structure (I) 2016 China's flat-panel TV market Different proportions of products concerned about the distribution of the proportion of 5,000 yuan up and down models of the highest degree of concern
Price is a standard that consumers are most concerned about when buying a television product. From the perspective of the proportion of products in different price segments in 2016, users are more inclined to TV products ranging from RMB 3,000 to RMB 5,000, and this price segment happens to coincide with the usual pricing of Internet TV. This is how Internet TV has impressed more users. The main factor. The small-size TV products with a size of less than 3,000 yuan have also received 29.5% of the attention, and the attention level of the 500-110,000 yuan of medium-to-high grade TV products has also been relatively increased, which has achieved 23.4% of the attention. More than 50,000 yuan enthusiastic grade product attention is only 1.5%.
(II) Comparing the proportions of Q1-Q4 Chinese flat-panel TVs in different price segments and increasing the attention of million-dollar models gradually in 2016
From Q1~Q4 2016, the relatively stable range of the screen size still belongs to the price range of 3000-5000 yuan. Overall, the user in this price range is the most stable, followed by the price range of 5001-10000 yuan. stable. With the increase of consumer demand for television products, the attention of models above RMB 10,000 has gradually increased, and the degree of attention in the Q4 quarter has reached 10.1%. It is expected that the attention of this size segment will continue to increase in the future.
Looking at the 2016 full-year data, we can not help but lament the rapid development of the television industry. TV from the earliest cumbersome CRT to the short-lived rear projection, and then quickly transition from plasma to the most popular LCD, the continuation of generations cast the glory of the television industry. At present, ultra-high definition, large-screen, and high-end televisions have become popular vocabularies in 2016. Through the statistics of ZDC, we can also see that their attention has been improved to some extent. This is not only the recognition of television products. It is also a symbol of consumers longing for a high quality of life.
The television industry has experienced a year of development and evolution, which also allows us to look forward to TV performance in 2017. At the beginning of the article, the author mentioned that the industry has returned to the road of development centered on image quality in 2016. It also seems to see the turning point of the industry. OLEDs, Quantum dots, HDR and other display technologies are flourishing, and the menacing in 2016. The company has been expanding its territory in order to occupy the mainstream market in 2017.
TVs with the highest market share are undoubtedly still LCD TVs. However, new display technologies such as OLEDs and quantum dots are emerging in the future. We will discover that the major TV makers, domestic and foreign, will launch their flagship products in 2016. Almost no shadow on the LCD can be seen. At the CES exhibition just in the past, even Sony, which has been sticking to the LCD, has begun its transition to the OLED camp. This is enough to see the status of LCD in the current TV market. It can be said that if LCD wants to maintain its dominance in 2017, I am afraid it will face great difficulties.
If 2016 is the year when these hot display technologies have come to the fore, then 2017 will be a year in which they shine. By 2017, the competition in the TV industry will formally return to the development path with display technology as the core. It can be said that whoever controls the core technology will control the throat of the future TV industry. The aging liquid crystal technology is limited by various influences and will eventually be replaced by these new era display technologies. The degree of attention in 2017 may gradually decline. The TV industry is experiencing the continuation of such a generation and it has been able to develop to such a brilliant level today.
Written at the end:
In the second half of 2016, the LCD panel experienced a sharp increase in price. Internet TV brands that are good at price warfare have been hit hard and have had to make price increases. This has also led to a decline in the advantages of Internet brands. Internet TV formed a huge impact on traditional brands in 2016, and panel prices seem to have become a turning point in the industry. Under this situation, some consumers have focused more on traditional and high-end TV products. Japanese and Korean manufacturers and domestic traditional manufacturers will continue to affect the entire television industry in the future. In 2017, Internet TV brands face panel, hardware and other price increases, which will usher in huge challenges. It is expected that some Internet brands will gradually fade out of people's eyes.
Appendix Research Method Description 1. Concern Research Methodology This report is mainly based on ZDC's own research and development of "Chinese Internet users attention analysis system" for research. The system keeps track of online activities of Zhongguancun online websites and other cooperative websites nested in the Zhongguancun online website product database 24 hours a day, and classifies netizens from different IPs, and integrates clicks acquired by relevant PC manufacturers and brands. Statistically, the netizens' attention to the PC was calculated.
Degree of Concern: Or Concern is the proportion of the number of hits of a certain type of information in the same type of information by percentage. The high degree of concern indicates that the information is more valued by consumers and the degree of attention can be used as a powerful data support for analyzing the historical situation and predicting future development.
2. Market Scale Research Method ZDC fully utilizes Zhongguancun Online's own product library advantages, as well as good resources in the areas of manufacturers, channel distributors, and industry, and obtains first-line information and second-hand research materials through direct and indirect investigations, and is analyzed by ZDC Market. The staff evaluates and analyzes the relevant data information, and finally obtains the ZDC research report that can be released.
• The direct information channel Zhongguancun has 85 sub-stations across the country, and investigators are stationed at sub-stations around the country. Professional analysts and investigators maintain a direct and close relationship with local manufacturers, distributors, and users. They regularly investigate and track local markets to obtain first-hand data and information.
• Indirect Information Channel Based on China's ICT industry, Zhongguancun Online has maintained close contact with relevant industry associations during the establishment of more than 10 years, and can regularly obtain dynamic data and information on a large number of industries and markets from industry associations.
Zhongguancun Online, which ranks the forefront of China's science and technology professional websites, has established a good cooperation relationship with numerous upstream manufacturers, manufacturers, and channel distributors. Vendors and channel distributors will also inform Zhongguancun Online of the latest information from time to time.
ZDC also obtains data and information from third parties to understand the overall ICT market conditions and development trends in China, and to track information and materials related to key companies or manufacturers in terms of product technology, market and competitive strategy, sales and service. The sources of second-hand survey data and data are: news reports, industry media, corporate annual reports, Internet/Web sites, and other materials that are beneficial to this report.
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The relevant market forecasts in this report are mainly ZDC analysts’ surveys on user attention and the combination of qualitative and quantitative research and online and offline research. Multiple survey methods are used to strictly control the collected data. Subsequent meticulous manual screening to ensure its reliability and validity, and finally through a professional statistical analysis platform for data cleansing and analysis, to find out the correlation between data, make appropriate judgments and speculations.
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