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Mobile WebSiteSince the beginning of this year, the color TV industry has withstood certain pressures in the environment of “selling and increasing volume” in the market. At the same time, low-price competition is no longer effective in markets where demand is low. Therefore, in the upgrading trend of the preferential consumption of the household appliance industry, it is urgent to focus on the user's needs, return to the essence of the product, identify the user's "pain point", and break through the development bottleneck with quality improvement.
Low-price competition is not sustainable
The data shows that in the first half of 2018, the retail volume of China's color TV market was 22.6 million units, a year-on-year increase of 3.6%, and the retail sales volume was 72.5 billion yuan, down 2.0% year-on-year. According to Zhongyikang data, the retail sales of China's color TV market in the first half of 2018 decreased by 5.9% year-on-year. For the whole year of 2018, research institutions generally predict that the situation of domestic color TV retail sales “quantity increase and decrease” will continue.
This year, the bottom line price of the upstream panel did not increase the profit margin of the color TV industry, and the price of the terminal products of various sizes showed the lowest price in history.
"The continued low-price competition in the color TV industry cannot be ignored." Peng Jianfeng, deputy secretary-general of the China Electronics Video Industry Association, bluntly said that when the panel price cuts, the whole machine company follows the price cut, but when the panel price increases, the whole machine price is difficult to rise simultaneously.
In the case of weak demand, the effect of stimulating the market at a low price is declining. According to the online monitoring data of Avi Cloud (AVC), in the first half of 2016, the average price of color TVs decreased by 1 yuan, the growth of the online market scale was 9,479 units, and the average price per unit price in the first half of 2018 decreased by 1 yuan. The increase in size was 7,956 units.
The trend of better consumption of home appliances is obvious
At the same time, the domestic consumption upgrade boom is surging, and the trend of household appliances' superior consumption is obvious. The White Paper on New Middle-end Consumers' Consumption Trends pointed out that low prices are not the focus of consumers' most. Whether they have good quality and consumer experience is the key factor in purchasing. The offline monitoring data of Avi Cloud (AVC) shows that the share of high-end color TV products continues to increase. In the first half of 2018, 4K TV scale increased by 25.4% year-on-year, OLED TV scale increased by 110.3%, laser TV scale increased by 241.5%, ultra-thin TV scale increased by 109.5%, and 65-inch TV became the fastest growing color TV sales. size.
Improve ability to break as soon as possible
“The color TV industry is a sunrise industry that is breaking through.” Zhu Yuanyuan, deputy general manager of Avi Cloud (AVC) Black Power Division, said that the number of new brands entering the color TV industry in 2017 will reach 11 and will be expected in the second half of 2018. With the entry of mobile phone companies, the high attractiveness of the color TV industry is evident.
The industry is favoring the color TV market. An important reason is that the field has entered a period of new technology application, and the new display technology has increasingly demonstrated its advantages in image quality, form and performance. At the same time, intelligence has opened up new space for industry development. In the first half of 2018, the artificial intelligence TV market share was 45.8%, an increase of 28.2 percentage points over the same period last year.
In the face of a new round of structural adjustment, whether color TV companies can win the competition is the core competitiveness, and it is of vital importance to strengthen their own capacity building. Zhu Yuanyuan believes that there are three main factors in the future of the TV industry. First, do a good job of technical reserves. The TV industry is a technology-intensive industry. Technology innovation is the main source of product competitiveness and one of the main drivers for companies to gain market share. Second, strengthen brand building. In the consumption upgrade situation, consumers buy not only products, but also the value of the brand itself. Again, improve efficiency. Faced with the growing market trend of users' voice, the TV industry should integrate and improve efficiency and create new business models based on technology upgrades and information flows.
