Color TV sales fell directly to color TV manufacturers or centralized inventory destocking

Although major color TV companies are avoiding the “price war”, the unsatisfied first-year report card will force the company's second half of the game to have to come up with this killer again.

According to the latest data released by the China Electronics and Video Industry Association yesterday, from January to May 2012, the retail sales of domestic color TV reached 14.7 million units, down 12.9% year-on-year, and retail sales were 51.64 billion yuan, down 19.9% ​​year-on-year. This means that in the six months, the retail price of color TV is also falling. Association experts said that since 2012, the domestic and international economic environment has been poor, housing has continued to regulate, housing turnover in first and second-tier cities has generally fallen by more than 10%, and consumer demand for color TVs is sluggish. From an external perspective, the European debt crisis has dragged down foreign demand, and the export market is not optimistic.

In addition, the industry agency Ovid Consulting also believes that compared with the first quarter, the price drop in the second quarter is slightly smaller and less attractive to consumers. “May 1st” did not activate the potential demand of consumers. "The sluggish sales of color TVs in the second quarter dragged down sales throughout the first half of the year."

For a long time, color TV sales have fallen, and color TV companies will put price wars in the terminal. Industry analysts also believe that manufacturers will soon start or start price reduction promotions, because the second half of the year's performance is crucial to achieving the sales target at the beginning of the year.

According to Li Qiwei, an analyst with Alive Consulting's flat-panel display division, each major brand has a high target for the whole year. In the face of the severe economic situation in 2012, it is inevitable to seek for a low price. In addition, judging from the current upstream supply situation, with the successive mass production of domestic BOE and China Star Optoelectronics, the upstream production capacity has expanded rapidly. To digest the huge production capacity, panel makers are not excluded from accelerating panel sales by way of price cuts. Upstream price cuts will inevitably lead to growth. Downstream product prices.

In addition, at the end of May, the “Implementation Rules for the Promotion of Energy Efficient Products for the People's Republic of China Project for High-efficiency and Energy-saving Flat-Panel TVs” released by the state also made it possible for TVs to cut prices. The rules require that "the number of high-efficiency flat-panel TVs to be promoted in the year is not less than 500,000 units." Li Qiuwei believes that in order to complete the target of 500,000 units and receive large amounts of subsidies at the same time, manufacturers are likely to provoke a price war on energy-saving products, and ultimately lead to price competition among brands.

However, the heads of a number of domestic machine companies all talked about the price war in an interview with reporters. A company official who declined to be named said that it is still impossible to answer the question of whether or not to fight a price war in the second half of the year. It is necessary to sort out the sales data for the first half of the year to make a decision.

Skyworth Group spokesperson Li Cong wanted to admit to reporters that for the entire industry, it is not necessarily a color TV with poor sales. It is necessary to see whether the company has a price war. "If the price war makes the company profitable Nothing is unnecessary." However, he also pointed out that companies will clean up some products such as CCFL backlighting, older wide-side TVs, and low energy efficiency products. These products will appear as "radical" prices.