"I want to cross the Yellow River and the rivers and rivers"-At an industry conference at the beginning of this year, Zhu Yuanyuan, deputy general manager of the black power division of AVC (831101, OC), described the performance of the color TV industry in 2017. Relevant data shows that due to the increase in panel prices, the impact of real estate factors, and the impact of Internet TV brands, the retail scale of China's color TV market in 2017 was 47.52 million units, a year-on-year decrease of 6.6%.
After half a year, the color TV industry ushered in another "half-year test". On July 24, the reporter learned from the 2018 China Smart Display and Innovative Application Industry Conference and the 48th CRC Color TV Industry Research Quarterly Conference that due to the recent two Annual panel prices fluctuate, brand competition in the terminal market is fierce, and the overall color TV market is in a turbulent period.
In addition, the price war is also like the "prisoner's dilemma" of the color TV industry. In 2018, even if the panel price bottomed out, even if the World Cup drove sales, it did not increase the profitability of the industry, and the terminal prices of all sizes had historically lowest prices.
"Mature market, turbulent years" is Zhu Yuanyuan's summary of the color TV market in the first half of 2018.
According to data released by Aoweiyun.com, in the first half of 2018, China's color TV market lacked growth momentum in a complex environment, which was manifested in volume increase and decrease. According to the total data of Aowei Cloud's omni-channel push, the retail volume of China's color TV market in the first half of 2018 was 22.6 million units, an increase of 3.6% year-on-year; the scale of retail sales was 72.5 billion yuan, a year-on-year decrease of 2.0%; the retail area was 15.53 million Square meters, an increase of 10.2%.
The "Daily Economic News" reporter found that from the previous online sales boom in the color TV industry, to the emergence of new Internet TV brands, until the color TV attracted a large amount of capital, "lower than mass production cost", "hardware free", Fresh ideas such as "wool comes from pigs" and "ecosystem" continue to subvert the inherent logic of home appliance practitioners and users. The market downturn last year and the price of color TVs in 2018 have been declining. The color TV market has gone through many rounds of ups and downs.
It is worth noting that in this process, the price war has always been like a "prisoner's dilemma" for the color TV industry. The "2018 Semi-annual Summary Report of China's Color TV Market" obtained by the reporter from Aowei Cloud Network shows that in the 30 years of rapid development of color TV, there have been more than 20 large-scale price wars, with an average of 1.5 years. It has experienced the road of independent price adjustment in 1989, the industry's first loss in 2000, and the entry of Internet brands in 2014 impacted the price system. In 2018, the panel price bottomed out, which did not increase the profitability of the color TV industry, and the terminal prices of various sizes all reached the lowest prices in history.
"When it comes to panels, everyone is thrilling. We hope that we will not be ups and downs." Speaking of the impact of panel prices on the price of color TVs, Peng Jianfeng, deputy secretary-general of the China Electronics Video Industry Association, said that from the second quarter of 2016 to the third quarter of 2017 Panel prices are increasing in the quarter. However, an embarrassing situation is that when the price of the panel is reduced, the price of color TV will also drop; but when the price of the panel is increased, it is difficult for the color TV to rise. The relevant research report of China International Finance Securities shows that the current panel price is close to the critical point of cost, and there is not much room for decline. The rebound of panel price means that the average price of color cables may rise, which is conducive to the overall sales revenue of the industry.
According to Yang Jungang, general manager of Internet TV brand KKTV, the supply of panel manufacturing exceeds demand, malicious price wars in some channels, and fierce competition from traditional, Internet, and joint venture brands are the reasons for the decline of the entire color TV market in 2018.
Intelligence is not yet matureIt is worth noting that although prices continue to be low, the entire color TV market is showing signs of recovery.
Peng Jianfeng, deputy secretary-general of the China Electronics Video Industry Association, said that the domestic sales of the entire color TV market fell by 6.6% in 2017. In the first half of 2018, driven by the World Cup, retail sales of 22.6 million units, an increase of 3.6% year-on-year.
Although sales have rebounded, it is not easy for color TV companies to increase their sales in the context of price wars. The recently disclosed performance of Skyworth Digital (00751.HK) shows that from April to June this year, Skyworth’s TV sales in the Chinese market were 1.751 million units, a year-on-year increase of 7.4%, and sales were 3.751 billion Hong Kong dollars (about 3.26 billion RMB). Yuan), a year-on-year decrease of 2.3%.
In an interview with reporters, Dong Min, vice president of Aoweiyun, said that the current cycle of the color TV market has ended its scale expansion, and the release of demand through product structure adjustment will become the main theme. It also conforms to the background of China's consumption upgrade and switches between new and old technologies. , Will make the market reshuffle the odds.
Hao Yabin, vice chairman and secretary-general of the China Electronics Video Industry Association, believes that the intelligentization of TVs has not yet reached the mature stage, and "display +" will become a new driving force for consumption upgrade and economic growth. In addition, the smart display industry is an important carrier for technological revolutions such as big data, Internet of Things, cloud computing, 5G, and artificial intelligence; all devices and entrances will be smart display ports.
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