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Recently, various analysis agencies released the 2017 China color TV market data, the situation is not optimistic. China Electronics Video Industry Association data show that in 2017 China's color TV retail sales fell 6.6%, retail sales increased 4.5%; Zhongyi Kang data showed that color TV retail sales fell 8.1% year-on-year, retail sales increased 3.4%; Aowei Yunwang believes Retail sales fell 6.6% and retail sales rose 4.5%. The data conversion of the three institutions means that the retail sales of color TVs in China last year fell by three or four million units. Most people in the industry portrayed the market last year as the most severe year in the history of color TV in China. Let's take a look at the related content with Xiaobian.
Panel price decline releases short-term pressureAfter nearly 10 years of cultivation, the retail volume of China's color TV domestic sales market exceeded 50 million units in 2016, and last year it fell to about 47 million units. The industry generally believes that 50 million units are the ceiling of the color TV domestic market.
In 2017, China's color TV market was affected by strict real estate control policies, and the demand for TV purchases in newly renovated homes fell sharply. Moreover, Internet TV brands have successively experienced a crisis, and the market sales momentum has been greatly weakened. In 2016, the sales volume of color TVs achieved a good result of exceeding 50 million units, partly because the low-price promotion strategy adopted by Internet brands led the traditional color TV brands to join the price reduction promotion war and overdraft the consumer market in 2017. After LeTV was in financial crisis in 2017, other Internet TV brands continued to have a shortage of funds and were unable to compete in the market, which made the Internet TV brand in 2017 greatly reduced.
Another very important reason is that the price of the panel rose to the peak in 2017. According to the China Electronics Video Industry Association data, from March 2016 to April 2017, the panel experienced a price increase of 14 months, with a peak increase of 40%. Driven by cost, the average price of domestic color TV sets has also risen from 3,200 yuan to 3,500 yuan. "Every time the average price of color TV sets fluctuates by 200 yuan, the market consumption will increase or decrease by 1.5 percentage points." Peng Xiandong, general manager of Zhongyikang Black Power Division, said. This means that only panel price increases will reduce color TV sales by 2.3 percentage points in 2017.
These factors have driven China's color TV market into a cold winter in 2017. For the 2018 market, Bai Weimin, executive vice president of China Electronics Video Association, said in an interview: "We are confident in this year's market. I believe that this year's performance will be better than last year." In Peng Xiandong's view, do The main reason for this judgment is that panel prices have been loosened this year. He revealed that the price of the 65-inch LCD panel currently on the market is about $300, which is about 25% lower than the peak of $400.
In terms of panels, from 2016 to this year, the upstream display panel industry of TV has undergone a major competitive landscape and technological route changes. Sharp, the Japanese panel maker, was caught in a quagmire of losses. In 2016, it was unfortunately accepted by Hon Hai, and the Japanese manufacturers were weak. Korean manufacturer Samsung will focus most of its efforts on small and medium-sized OLED panels, while LGD will focus on large-size OLED TV panels. The Korean panel factory consciously weakened its investment in LCD panel lines during the transfer of technology routes. At the same time, the supply and demand relationship of the entire LCD panel industry reversed, from overcapacity to oversupply. In particular, the size of televisions has evolved toward large sizes, and the price of large-size LCD panels is rising. China's mainland panel makers seized the opportunity to invest in high-generation LCD panel production lines. By July 2016, there were about eight high-generation panel lines in operation in China, and six high-generation LCD panel production lines were under construction. However, since the panel factory usually takes two years from construction to production, the tight supply of LCD panels continues from 2016 to the first half of 2017.
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