There are no shortcuts to success. They need their own strength, hard work, courage to take some luck, and even a series of failed experiences.
Although China's color TV industry has had a glorious period in the latter part of CRT TV, the brand has never gone out. Until now, flat-panel TVs have been accumulated for more than a decade, and there has also been a need for a turnaround. Throughout the strength of the first camp of Hisense, Skyworth, TCL, Skyworth M & A, TCL foundry, China's color TV to go out of their own cards, the recent can only look at Hisense.
On the manufacturing capability, the color TV brand brands constructed by Hisense, Skyworth, TCL, Changhong, Konka, Haier and other Internet brands, such as LeTV, Xiaomi, Xiaoke, and PPTV, are already large enough. The third-party authoritative big data company Ove Cloud has statistics. In 2016, of the 220 million LCD TV shipments in the world, there were 130 million color TVs made in China, accounting for as high as 60.3%.
However, the color TV industry is not a good day, the domestic market price of the Red Sea, as always, fierce competition, the first two years of LeTV, PPTV and other representative of the Internet TV brands even send free hardware splurge, tossing TV industry gross margin generally fell to 15 About 10 points are low, while the net profit rate is only 2, 3 points.
Originally thought that the prices of the upstream panel, color TV manufacturers will be a reasonable price buffer, but since the end of last year, Foxconn integrated Sharp began a new round of development. Buy one get one free, big sales promotion and other strong ways to enter the Red Sea market for price wars, hard to live up to LeTV's sales. Sharp, with a brand premium, enters the game with low prices. In the short term, there is no means to withdraw troops.
In order to scale, LeTV, Sharp, etc. all grab the market through low prices. In this way, companies will quickly gain share, but for their peers and industries, they will be dragged into the quagmire of unprofitability. In other words, if the price war does not stop, and even the time spent by color TV companies has not been buffered, then the likelihood that the Chinese color TV industry will want to be strong is almost zero.
To break this vicious circle, only high-end and internationalization can solve it. Hisense has its own R&D strength and has accelerated the pace of internationalization. Its laser TVs and ULED TVs have already stood at the forefront of the international market.
Give more applause and support In fact, Hisense, TCL and other Chinese color TV brands in the first camp of the company, has used various ways to try to expand overseas. After sponsoring Europe last year, Hisense began its own road to expansion in the European and American markets. Last year's investment of over 100 million yuan was also the largest brand investment by Chinese color TV companies overseas. If you do not remember it correctly, it should be the largest investment in the color TV industry in China. That time, Hisense won the opportunity to compete with famous foreign brands such as Nike and Coca-Cola. In early April of this year, Hisense again became a partner of the World Cup.
Over the past few years, shipments from overseas brands continued to climb. This year, Hu Jianyong, deputy general manager of Hisense Electric, expressed that Hisense’s internationalization process is accelerating further. He hopes that overseas TV sales this year will exceed domestic sales.
This is not a slogan because the environment of China's color TV market is indeed not ideal, and the demand for high-end television in overseas markets is obviously greater. As a leading company in China's color TV industry, Hisense is wise to focus on overseas markets.
In fact, this is also an expansion of China's color TV industry. Because to go overseas, especially the high-end markets in Europe and the United States, that is, with the world's top two color TV companies Samsung LG and high-end brands such as Sony face the competition. Hisense took courage. This is a breakthrough in China's color TV industry. The author believes that it is not manufacturing volume that picks up the backbone of China's color TV system. Instead, it surpasses the achievements of Japanese and Korean brands in terms of chips, panels, functions, designs, and content. It does not matter if there is a gap. There is an opportunity to catch up step by step.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
Although China's color TV industry has had a glorious period in the latter part of CRT TV, the brand has never gone out. Until now, flat-panel TVs have been accumulated for more than a decade, and there has also been a need for a turnaround. Throughout the strength of the first camp of Hisense, Skyworth, TCL, Skyworth M & A, TCL foundry, China's color TV to go out of their own cards, the recent can only look at Hisense.
Accurate sea
China's color TV industry must go through the road to strengthening overseas, and not every company has the strength to dare to do it. Because China's color TV companies, and even those who are concerned about the development of the color TV industry, all know that it is easy to become bigger and stronger. On the manufacturing capability, the color TV brand brands constructed by Hisense, Skyworth, TCL, Changhong, Konka, Haier and other Internet brands, such as LeTV, Xiaomi, Xiaoke, and PPTV, are already large enough. The third-party authoritative big data company Ove Cloud has statistics. In 2016, of the 220 million LCD TV shipments in the world, there were 130 million color TVs made in China, accounting for as high as 60.3%.
However, the color TV industry is not a good day, the domestic market price of the Red Sea, as always, fierce competition, the first two years of LeTV, PPTV and other representative of the Internet TV brands even send free hardware splurge, tossing TV industry gross margin generally fell to 15 About 10 points are low, while the net profit rate is only 2, 3 points.
Originally thought that the prices of the upstream panel, color TV manufacturers will be a reasonable price buffer, but since the end of last year, Foxconn integrated Sharp began a new round of development. Buy one get one free, big sales promotion and other strong ways to enter the Red Sea market for price wars, hard to live up to LeTV's sales. Sharp, with a brand premium, enters the game with low prices. In the short term, there is no means to withdraw troops.
In order to scale, LeTV, Sharp, etc. all grab the market through low prices. In this way, companies will quickly gain share, but for their peers and industries, they will be dragged into the quagmire of unprofitability. In other words, if the price war does not stop, and even the time spent by color TV companies has not been buffered, then the likelihood that the Chinese color TV industry will want to be strong is almost zero.
To break this vicious circle, only high-end and internationalization can solve it. Hisense has its own R&D strength and has accelerated the pace of internationalization. Its laser TVs and ULED TVs have already stood at the forefront of the international market.
Give more applause and support In fact, Hisense, TCL and other Chinese color TV brands in the first camp of the company, has used various ways to try to expand overseas. After sponsoring Europe last year, Hisense began its own road to expansion in the European and American markets. Last year's investment of over 100 million yuan was also the largest brand investment by Chinese color TV companies overseas. If you do not remember it correctly, it should be the largest investment in the color TV industry in China. That time, Hisense won the opportunity to compete with famous foreign brands such as Nike and Coca-Cola. In early April of this year, Hisense again became a partner of the World Cup.
Russian beauty helps out
Such high frequency promotion of Hisense brand to the world has benefited from its emphasis on overseas markets. Ten years ago, when the author was interviewed in Qingdao when he was the general manager of Haixin Electric Liu Hongxin, he said that in 2007, Hisense TV's overseas self-licensed shipments reached 30%. Over the past few years, shipments from overseas brands continued to climb. This year, Hu Jianyong, deputy general manager of Hisense Electric, expressed that Hisense’s internationalization process is accelerating further. He hopes that overseas TV sales this year will exceed domestic sales.
This is not a slogan because the environment of China's color TV market is indeed not ideal, and the demand for high-end television in overseas markets is obviously greater. As a leading company in China's color TV industry, Hisense is wise to focus on overseas markets.
In fact, this is also an expansion of China's color TV industry. Because to go overseas, especially the high-end markets in Europe and the United States, that is, with the world's top two color TV companies Samsung LG and high-end brands such as Sony face the competition. Hisense took courage. This is a breakthrough in China's color TV industry. The author believes that it is not manufacturing volume that picks up the backbone of China's color TV system. Instead, it surpasses the achievements of Japanese and Korean brands in terms of chips, panels, functions, designs, and content. It does not matter if there is a gap. There is an opportunity to catch up step by step.
It is the beginning of breakthrough
Everyone on the road is worthy of respect. Only a steady stream of Chinese color TV companies are impacting on overseas markets and competing with the best companies on the international market will be able to drive China's color TV sets to become stronger. Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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