After a dismal third quarter, the color TV industry is expected to boost the fourth quarter through its dual 11 performance. However, home appliance industry observer Liu Buchen believes that although "Double 12", New Year's Day and other promotional activities will definitely play a positive role in the fourth quarter of the color TV market, but these are only staged market stimulus, the overall situation of the market is still difficult to change.
If the home appliance industry is the worst, the color TV must be on the list. Looking at several sets of data: Skyworth's mid-term data show that during the period, color TV revenue was 8.764 billion Hong Kong dollars, down 6.5% from the same period of last year. In addition to Skyworth, domestic color TV companies are also experiencing the test of “during the harsh winter.†Ovid data shows that in the third quarter of 2017, the retail volume of the color TV market was 10.41 million units, down 12.9% year-on-year.
The days are getting harder and harder. The television industry has already seen signs of reshuffling. For example, LeTV was trapped and Internet TV lost its voice. For example, panel prices started to loosen in the second half of the year, and the competition between quantum dot technology and OLED technology gradually gained upper hand. With some developments in the TV industry in 2017, we can clearly see some new developments in the TV industry in the coming year.
TV products bloomDisplay technology is still contending, LG and Skyworth are driving their OLEDs, and Samsung, TCL and Hisense are using quantum dots and laser televisions to offset the volume and speed of the industry's upgrading to OLEDs.
However, from the sales data, QD TV sales have been about 10 times more than OLED TVs.
According to data from the China Yikang monitoring data, the penetration of QD TV's retail sales in the color TV market has reached 4.77% during the first week of 2017, and OLED TVs achieved only 1.22% of retail sales penetration over the same period. From the perspective of QLEDs, they have an advantage.
The display technology of the color TV industry has blossomed into a good competitive environment, breaking the industry's chronic disease of “homogeneous competition†in the CRT era and the tablet era. From the perspective of marketing, the retail side also needs more technical concepts to attract consumers to purchase, especially in the two years when the industry enters sluggish sales, the brands highlight their own technical expertise and give consumers more consumption. Experience and choice can, to a certain extent, stimulate the prosperity of the market.
But behind the blooming flowers, there is no major breakthrough in display technology.
According to Fan Zhijun, general manager of Shanghai Suning, “From the development history of the color TV industry, technical contend has always existed.†Fan Zhijun said that at every stage of development of the color TV industry, people have different views on different technology applications. For example, in the early stage of industrial development, the industry once disputed whether it was the use of rear projection technology or large-screen technology. Finally, it ended up with the rear projection exit. Later, as LCD TVs gradually solved the problem of yield, plasma TVs were also eliminated in the market. Nowadays, in the “post-LCD eraâ€, the TV industry is facing new controversy – in the end it is to choose OLED or QLED to replace LCD screens. Ultimately, whoever is the winner of the market, it depends on the choice of consumers.
Platform value is further releasedDifferent from the overall market cold, smart TVs have steadily increased in terms of retention, activation, and value release.
According to Dr. Li Kefeng, vice president of Jingdong Group and person in charge of the front-end product development department of the mall, in the first half of 2017, according to JD.com's shipment data, the proportion of smart TVs has exceeded 87%. By 2018, the entire smart TV will account for 80% of TV sales. China’s large-screen smart TV usage has exceeded 56.3%.
There is no doubt that smart TV will soon become a living room entertainment platform. With audiovisual capabilities, smart TVs will in the future carry more entertainment features such as games, shopping, and karaoke, or an integrated camera as a video calling device to facilitate communication among family members. In short, smart TVs will not become the only hub in the living room, but it will certainly become an important home entertainment platform.
In Lu Jian, executive vice president of the multimedia industry division of Konka Group, the entrance is the key to competition in the color TV market. "Konka will be positioned as the leading brand for smart homes, with the family as the core, and linking the home entrance with a large screen. If the color TV business does not occupy this entrance, there will be no future," said Lu Jian.
Profitability: InternationalizationWhile waiting for the domestic market to pick up, the development of foreign markets has become one of the main sources of profit.
Take TCL as an example, the TCL Group's third quarter report in 2017 showed that sales of TCL TVs in overseas markets increased significantly by 29.5% year-on-year, including a significant increase of 97.4% year-over-year in North American market sales. In August, North American market share increased significantly from 10.4% in June to 16.3. %, market rankings ranked third.
Skyworth’s mid-term report card also saw a significant increase in sales in overseas markets. The overseas revenue of color TV products was HK$5,820 million, which was a year-on-year increase of 29.0%. The overseas turnover of Skyworth's own brand "Skyworth" rose by 13.1% year-on-year. Since the acquisition of Metz in 2015, Skyworth has implemented the dual-brand strategy of “Skyworth+Metz†in Europe, accelerating the pace of expansion, and has now entered the markets of more than ten European countries such as France, Belgium and Italy.
Hisense's acquisition of Toshiba is also an important step in its internationalization strategy. Prior to this, Hisense received Sharp's five-year brand authorization in the North American market. Seeing that 2020 is about to expire, the Toshiba brand can also serve as a timely replacement; According to IHS data, Toshiba TV ranked third in sales in the Japanese market in 2016. After the completion of the two brands, Hisense and Toshiba’s cumulative market share exceeds 20%...
Soochow Securities Research reported that TV sales worldwide exceed 200 million units a year. According to a survey conducted by the company, Yikang’s 2000 average price data, the television industry’s annual production value exceeds 400 billion yuan, and the total output value of five to ten years exceeds one trillion yuan. Compared with the smaller and smaller domestic market, outside the country has become a high-profit land for home appliance companies.
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