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Time flies, day after day, unknowingly, 2016 already over half. The color TV industry was affected by the macro economy in 2015. After a sluggish market growth, there is still no major improvement. China, as the main region for TV production and sales in the world, has maintained its prosperity and sales volume has continued to increase, but overall sales have declined. The phenomenon. However, it is worthy of recognition that all major manufacturers have adhered to the concept of "quality-oriented, content-based", actively laid out ecological content, accelerated product image quality upgrades, and brought consumers new products with excellent experiences. At the same time as the overall competition intensifies, in order to survive chaos, the fight between color TV manufacturers has not stopped.
High sales with low prices or sales
According to industry chain data, global color TV shipments in the first half of 2016 were 100 million units, a slight increase of 0.1% year-on-year. China, as the world's major TV production and sales area, still maintains a boom. In the first half of 2016, China's color TV market had a retail volume of 23.51 million units, an increase of 6.9% year-on-year, and retail sales of 71 billion yuan, a year-on-year decrease of 4.0%.
Why does sales increase and sales decline? This situation is mainly caused by the "high and low prices" market strategy of Internet companies. In the fiercely competitive and intensified TV market, in order to further seize the market, low prices have become the only magic weapon for Internet companies to quickly enter the market. With the ever-present and repeated price of the so-called reserve price, traditional color TV brands have to be forced to In response to the corresponding launch of "high with low price" products.
According to statistics, the price per inch of online TV has dropped from 65 yuan in 2015 to 53 yuan now. Taking a 55-inch 4K TV as an example, many models are currently at 2,199 yuan. In the first half of 2016, the average retail price of China's color TV market was 3,020 yuan, a year-on-year decrease of 10.2%. Among them, the share of internet brands increased by 7.9% to 16% year-on-year; the share of foreign brands dropped by 4.1% to 9% year-on-year; the share of domestic traditional brands decreased by 3.8% to 75%.
It can be seen that the emerging Internet brands have indeed achieved market share growth through the "high allocation and low price" strategy, but in order to truly win profits, it is necessary to further improve product quality in order to win more consumers and thus promote the color TV industry. The healthy development.
Overall cooperation ecological layout is gradually improving
With the rapid development in recent years, it can be said that the color TV industry has fully entered the era of smart TV. According to AVC data, the penetration rate of smart TV in the first half of 2016 has reached 79%. The role of smart TV's entertainment center enabled it to interact with users more directly and more frequently. In the first half of 2016, the activation rate of smart TVs was 87%, the number of active users on the terminal reached 38 million, and the duration of single use of TV APP was 53 minutes.
At the same time, the richness of the content has become more and more important. Especially after the Internet companies such as Xiaomi, Leshi, PPTV, CANTV, micro-whale, popular, and storm have entered the bureau, most of them are equipped with rich “content facilitiesâ€, among which the famous one is LeTV's "sell content delivery hardware" marketing model.
In order to counterattack as soon as possible, traditional enterprises have also strengthened cooperation with content providers. Skyworth, Changhong, and Tencent video cooperation, Hisense's "Come together" video platform,
There is also an example of TCL's alliance with LeTV, Konka and the Microwhales.
In addition, at present, smart TVs have been linked with smart boxes, VRs, mobile phones, cameras, smart white appliances, and other furniture devices. With the continuous development of these smart terminals, smart home systems with smart TVs will also be more complete. .
Quality-based high-end television into force focus
After all, TVs are used to look at, with a good operating experience and rich content, only excellent image quality can give consumers a better experience. Major manufacturers are also well versed in the "quality-oriented" truth, constantly innovating and upgrading the color TV technology.
It is said that 2016 is the first year of HDR technology. From the initial standard definition has been upgraded from 720P, 1080P to 4K or even 8K, the resolution of the screen has always been improved, but only HDR really began to pay attention to the brightness dynamic range of TV picture quality. This level, which effectively extends the photometric rating of television, enables it to display deeper blacks and brighter whites. In the first half of 2016, there were 121 newly-listed HDR TV models, which accounted for 23% of new product listings in the first half of the year; the market penetration rate of monitored retail sales of HDR TVs was 6.8%.
At the same time, 4K, large-size, OLED, quantum dots, ultra-thin surface and other TV products are emerging in an endless stream, showing a gesture of flourishing. According to the forecast analysis, the sales of color TVs in mainland China will reach 49.93 million units in 2016, an increase of 5.7% year-on-year. The penetration rate of smart TVs will reach 84%, large-screen TVs with 55 inches or more will account for 31%, 4K ultra-high-definition TVs with 47%, curved TVs with 5%, ultra-thin TVs with 4%, and quantum dot TVs with 2%. HDR TVs account for 8%.
Intense competition and indiscriminate fighting for survival
The home appliance industry has always been full of competition, and the color TV industry is no exception, in addition to price and channel competition. There is also a lot of infighting, and small posters can also play with flowers. In March of this year, Xiaomi launched a new television program and attacked him in the warm-up phase. One of them was to challenge the traditional TV maker Hisense. He started a brand of Internet TV by saying “Trust, listen to his brother, and bend and thin enough to be coolâ€. The challenge to traditional TV brands. However, traditional TV manufacturers did not lag behind in Internet thinking. Hisense responded with a tit for tat.
At the same time, LeTV and Hisense also appeared to be called each other's "first-selling sales". In the past few days, there was a "black music" incident, and the fight was very fierce.
However, after calming down, the black technology promoted by these television companies is mostly used. No matter whether it is OLED, curved surface, ultra-thin, quantum dots, HDR, etc., none of them grasps it. core technology. On the other hand, Sony, Samsung, LG and other vendors who really own technology have not joined the chaos. This phenomenon is worthy of our reflection. While competition is important, it seems out of place that blindly marketing or even smashing each other. Markets and consumers still prefer reliable companies and really good quality products.
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