Sales of color TV sales in the third quarter fell in the first half

After the color TV market experienced the first half of the volume down, after the third quarter, the market showed signs of recovery. According to the data released jointly by AVC and China Electronics Video Industry Association, the sales volume of China's color TV industry retail market reached 9.96 million units in the third quarter of 2011, a year-on-year increase of 10.7%.

For the reasons for the market's improvement, Jin Xiaofeng, deputy general manager of Aowei Consulting, said that from June onwards, the supply of upstream panels continued to oversupply, and panel prices continued to decline, leaving a certain price operating space for domestic TV companies to operate; Due to the performance pressure in the first half of the year, companies began to promote sales regardless of cost in Q3, which has a direct effect on terminal sales. In addition, the addition of home appliances to the countryside to the end of the policy of the tail effect, as well as Mid-Autumn Festival, National Day promotional period ahead of time and other factors, it ushered in the third quarter of the rapid development of exceeding expectations.

However, the amount of warming does not necessarily mean quality improvement. Earlier, industry insiders told reporters that panel prices continued to decline this year, in fact, companies will have a relatively good profit, but the company introduced a price war too early, so the second half of the industry's net profit will drop to 2% -3% level.

In addition, fierce competition has also spawned new product patterns. Panel makers have introduced new-sized panels based on the deep integration of complete machine companies and differentiated competition, mainly focusing on 39-inch, 43-inch, 48-inch and 50-inch.

According to AVC's forecast, the TV sales volume in the fourth quarter is expected to be 12.69 million units, of which 11.26 million units will be sold. "In the fourth quarter, the growth rate of LCD TVs is expected to exceed 12%, but there are hidden concerns about whether or not the rural market will break out as scheduled."

Strong promotion means "profit-for-share", and some analysts said that color TV companies' profits are unlikely to be optimistic in the second half of the year. In addition, the negative impact of the macroeconomic environment will deepen. In the fourth quarter, manufacturers will also face further tests of the market.