In the first half of the year, the color TV industry “increases revenue without increasing revenueâ€
In 2016, more than half of the color TV industry, color TV companies in the "technology-driven", "price competition" characteristics of the competition also led to the first half of the industry showed a decline in the amount of embarrassing situation.
According to data obtained at the China Smart Display and Innovative Applications Industry Conference in 2016, global shipments of color TVs 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%.
In 2016, the domestic color TV market was the fiercest year for the traditional color TV companies and Internet companies. Competition, competition, and new concepts have spurred the increase in retail sales in the color TV market.
In late March of this year, a wave of new products was ushered in, which also ushered in the opportunity for collision between traditional color TV companies and Internet TV brands. On the eve of the release of Xiaomi TV on March 23rd, millet's poster copy of “Bright and Thin is cool enough†reveals that its new products are sold with ultra-thin and curved surfaces. Afterwards, Hisense first conquered the rice with the poster copy. , letter Tshuang cool for three years, only the curve is not enough, no U is not happy "emphasize their own advantages in ULED; Skyworth and its cool brand also later issued a copy of the writing: "Do not be blind faithful, do not believe that suddenly U", "Do not Superstitious bends and thin, without O are rogue, emphasizing their own advantages of OLED; Changhong also issued a copy of the text: "Do not bend corners, do not believe in thin, the table pulled O, picture quality is hard enough to be called cool."
On the surface, it is a copycat battle. In fact, traditional TV companies and Internet companies have been contending in the selling point of product technology. This rivalry is also reflected in the "hardware free" concept.
In the first half of this year, LeTV introduced the “hardware free†model for the first time in the industry, which promoted the payment habits by buying members and sending hardware. This caused dissatisfaction with the traditional color TV companies. Peng Jin, vice president of color TV division of Skyworth Group and general manager of China Regional Marketing Headquarters, once said that “hardware free†is a kind of flicker that binds users through so-called ecology and allows users to Loss of autonomy on the right. Skyworth has therefore targeted a "content free" model to combat "hardware free."
In the competition between traditional color TV companies and Internet companies, the market share of color TVs has also changed. Internet TV companies have become a competitive force that cannot be ignored. According to statistics, the market share of domestic traditional brands in the first half of 2016 was 75%, a decrease of 3.8 percentage points from the previous year; the market share of internet brands was 16%, which was 7.9 percentage points higher than last year; at the same time, the foreign brand market share was 9%, 4.1% lower than last year.
The fierce price competition also led to the overall decline in the sales volume of the entire color TV market in the first half of the year. Low prices have become the stepping stone for the Internet TV industry to cut into the color TV industry. High and low price is almost a compulsory course for every Internet TV brand. In the face of Internet brand attacks, traditional brands have to be attacked, and the color TV market is falling into a low price quagmire. The data shows that the average retail price of the Chinese color TV market in the first half of 2016 was 3,020 yuan, a year-on-year decrease of 10.2%.
TV companies' respect for different technologies and their presence in the station also caused a significant change in the product structure. In terms of size, the 55-inch TV became the first choice in the family living room, with a market share of 21.8%, an increase of 10.1 percentage points from the previous year, becoming the largest increase in the size of the color TV market in the first half of 2016, and also becoming the demarcation line of the TV screen; The 65-inch market share was 3.6%, an increase of 2.2 percentage points from last year.
Under the cultivation of upstream panel makers, 4K TV reached a penetration rate of 43.7%. In the large-size TVs with 55 inches or more, the penetration rate of 4K TVs has reached 80.6%. In the future, 4K TVs will become standard in the high-end and will infiltrate low-end and mid-range TVs.
In addition, from the perspective of product design, curved TVs and thin and light TVs have become the selling points for companies in the first half of the year. Regardless of traditional color TV companies and Internet TV brands, they are reflected in new product releases in the first half of the year. The data shows that in the first half of 2016, the surface TV market penetration rate was 3.7%. In the large-size TVs with 55 inches or more, the penetration rate of curved TVs has reached 11.8%. The ultra-thin TV market penetration rate was 2.2%.
The conference finally predicted that the sales volume of color TVs in 2016 will reach 49.93 million units, an increase of 5.7% year-on-year. Dong Min, general manager of Owen Cloud Network Black Power Division, believes that in the next competition, future business opportunities should be three connection points: products, channels and users. The development direction of TV is mainly infinitely close to reality, not existing in a fixed form, natural entertainment center, smart home hub; and the development direction of the channel presents three characteristics: zero distance to the user, real restoration of the scene, big data feedback; the user will Presented three characteristics: the need for tag, the price is no longer a decisive factor, the release of interactive demand.
“The future development direction of the three connection points will be: multi-channel integration, multi-product ecosystem, and diverse high-quality demand,†Dong Min said last.
According to data obtained at the China Smart Display and Innovative Applications Industry Conference in 2016, global shipments of color TVs 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%.
In 2016, the domestic color TV market was the fiercest year for the traditional color TV companies and Internet companies. Competition, competition, and new concepts have spurred the increase in retail sales in the color TV market.
In late March of this year, a wave of new products was ushered in, which also ushered in the opportunity for collision between traditional color TV companies and Internet TV brands. On the eve of the release of Xiaomi TV on March 23rd, millet's poster copy of “Bright and Thin is cool enough†reveals that its new products are sold with ultra-thin and curved surfaces. Afterwards, Hisense first conquered the rice with the poster copy. , letter Tshuang cool for three years, only the curve is not enough, no U is not happy "emphasize their own advantages in ULED; Skyworth and its cool brand also later issued a copy of the writing: "Do not be blind faithful, do not believe that suddenly U", "Do not Superstitious bends and thin, without O are rogue, emphasizing their own advantages of OLED; Changhong also issued a copy of the text: "Do not bend corners, do not believe in thin, the table pulled O, picture quality is hard enough to be called cool."
On the surface, it is a copycat battle. In fact, traditional TV companies and Internet companies have been contending in the selling point of product technology. This rivalry is also reflected in the "hardware free" concept.
In the first half of this year, LeTV introduced the “hardware free†model for the first time in the industry, which promoted the payment habits by buying members and sending hardware. This caused dissatisfaction with the traditional color TV companies. Peng Jin, vice president of color TV division of Skyworth Group and general manager of China Regional Marketing Headquarters, once said that “hardware free†is a kind of flicker that binds users through so-called ecology and allows users to Loss of autonomy on the right. Skyworth has therefore targeted a "content free" model to combat "hardware free."
In the competition between traditional color TV companies and Internet companies, the market share of color TVs has also changed. Internet TV companies have become a competitive force that cannot be ignored. According to statistics, the market share of domestic traditional brands in the first half of 2016 was 75%, a decrease of 3.8 percentage points from the previous year; the market share of internet brands was 16%, which was 7.9 percentage points higher than last year; at the same time, the foreign brand market share was 9%, 4.1% lower than last year.
The fierce price competition also led to the overall decline in the sales volume of the entire color TV market in the first half of the year. Low prices have become the stepping stone for the Internet TV industry to cut into the color TV industry. High and low price is almost a compulsory course for every Internet TV brand. In the face of Internet brand attacks, traditional brands have to be attacked, and the color TV market is falling into a low price quagmire. The data shows that the average retail price of the Chinese color TV market in the first half of 2016 was 3,020 yuan, a year-on-year decrease of 10.2%.
TV companies' respect for different technologies and their presence in the station also caused a significant change in the product structure. In terms of size, the 55-inch TV became the first choice in the family living room, with a market share of 21.8%, an increase of 10.1 percentage points from the previous year, becoming the largest increase in the size of the color TV market in the first half of 2016, and also becoming the demarcation line of the TV screen; The 65-inch market share was 3.6%, an increase of 2.2 percentage points from last year.
Under the cultivation of upstream panel makers, 4K TV reached a penetration rate of 43.7%. In the large-size TVs with 55 inches or more, the penetration rate of 4K TVs has reached 80.6%. In the future, 4K TVs will become standard in the high-end and will infiltrate low-end and mid-range TVs.
In addition, from the perspective of product design, curved TVs and thin and light TVs have become the selling points for companies in the first half of the year. Regardless of traditional color TV companies and Internet TV brands, they are reflected in new product releases in the first half of the year. The data shows that in the first half of 2016, the surface TV market penetration rate was 3.7%. In the large-size TVs with 55 inches or more, the penetration rate of curved TVs has reached 11.8%. The ultra-thin TV market penetration rate was 2.2%.
The conference finally predicted that the sales volume of color TVs in 2016 will reach 49.93 million units, an increase of 5.7% year-on-year. Dong Min, general manager of Owen Cloud Network Black Power Division, believes that in the next competition, future business opportunities should be three connection points: products, channels and users. The development direction of TV is mainly infinitely close to reality, not existing in a fixed form, natural entertainment center, smart home hub; and the development direction of the channel presents three characteristics: zero distance to the user, real restoration of the scene, big data feedback; the user will Presented three characteristics: the need for tag, the price is no longer a decisive factor, the release of interactive demand.
“The future development direction of the three connection points will be: multi-channel integration, multi-product ecosystem, and diverse high-quality demand,†Dong Min said last.
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