This year, the color TV industry not only started to suffer cold, but its “Ice-Free Period†also extended to the end of May. According to the “Analysis of Color TV May 2017 Market Analysis†released by Ovid Cloud on June 22, although the color TV market picked up slowly in May, the situation is still not optimistic. Contrary to the overall downturn, after the “recovery†in the first quarter, foreign brands have enjoyed strong growth in May and 6.18, and their share has achieved “three consecutive jumpsâ€. In addition, the color TV industry that suffered the first half of the market decline, how the trend in the second half became the focus of attention in the industry. 
According to data from Zhongkang, in the first quarter of 2017, although the average price reached RMB 3,219, an increase of 6.1% over the same period of last year, the market retail volume was only 11.38 million units, a decrease of 12.5%; retail sales was RMB 36.6 billion, a year-on-year decrease of 7.3%. %. At the same time, according to Ovid Cloud Network, sales of domestic traditional TV brands in Q1 TV market accounted for 73.0% in 2017, which was a year-on-year decrease of 1.6%; Internet TV brand sales accounted for 10.8%, down 4.1% year-on-year; foreign brand sales accounted for 16.2% , a year-on-year increase of 5.8%. In the first quarter, in addition to the “refreshing†trend of foreign brands, the entire TV market was “a mournful placeâ€.
However, the "laughing song" has not been exhausted, and the downturn in the color TV industry continued into May. According to data released by Ovid Cloud Network, the color TV market in May 2017 was 3.11 million units, a year-on-year decrease of 10.2% and a year-on-year decrease of 7.1%. Sales volume was RMB 11 billion, an increase of 8.1% year-on-year and a decrease of 10.0% from the previous quarter. From the brand camp share, domestic brands accounted for 69%, up 2.4% year-on-year; Internet brands accounted for 10%, down 8.1% year-on-year; foreign brands accounted for 21%, share continues to rise.
The high-end trend of the industry has pushed up the average market price, resulting in a year-on-year increase in sales in May, but the chain ratio, sales volume, and share of Internet TV brands have continued to decline. Why does the color TV industry appear in the "freezing period" of nearly half a year in 2017?
Dong Min, vice president of AVC, believes that since the second half of 2016, the surge in prices of various industries and consumer goods will intensify, and cost pressures for home appliance companies will fully emerge in the first half of 2017. The prices of categories all rebounded in different magnitudes and the sales volume declined. The price increase of color TV panels lasted for three quarters, with the longest period and high amplitude being the highest in history. In addition to the low concentration of TV brands and the large number of new brands, the risks and impacts caused by the increase in cost were even fiercer. In addition, the multi-regulatory policies of real estate have also aggravated the instability of the color TV consumer market.
The person in charge of the Philips TV said that in terms of the big environment, China’s economic development has entered a new normal, and the economic downturn has affected the growth of TV consumption. From the perspective of the color TV industry itself, the rise in the price of the panel has pushed up the TV unit price, and it takes time for the market that has become accustomed to low prices to accept high prices. These two factors have caused television sales in the first half of 2017 to fail to replicate the high growth momentum of previous years.
The helm of a traditional TV brand told reporters that the growth in color TV performance in the past two years was related to the brutal growth of the industry. Under the stimulation of the new operating model of Internet TV brands, consumers are prone to impulsive consumption, thus digesting market demand in advance. At the same time, the sales volume of color TV reached a record high in 2016, and this year's sales volume was also overdrawn.
Under multiple pressures, the traditional domestic TV brands with upstream and downstream industrial chain advantages are still struggling. It is even harder for the Internet TV brands with low prices to be the entry point.
Analysis of the industry pointed out that the Internet TV brand is not controllable in the parts and the assembly of the whole machine. Due to the rise in cost in the first half of the year, only the price increases in an attempt to survive, but it has lost the price advantage of this biggest magic weapon. At the same time, in the face of technological strength, manufacturing base, and supply chain management, traditional TV brands have made up for content resources, online channels, and gradually built a user operating system. Internet TV brands have even fallen into an unfavorable situation.
In fact, in order to earn a greater living space, many Internet brands are also in the high-end areas of the layout, the force of the channel under the line, the operating strategy will be closer to the traditional TV brand. The complementary integration between the color TV industry brand camps is being carried out in both directions.
Sharp and Philips have driven the resurrection of foreign brands in stark contrast to the almost all-time declining trend. Foreign brands have seen a bumper harvest in the first half of the year.
Dong Min told reporters that the increase in the share of foreign brands was mainly due to the boost from Sharp and Philips.
It is understood that Sharp and Philips not only achieved a bumper harvest in terms of total sales, but also played a beautiful battle in the offline market, which has traditionally been difficult to increase. According to the China-Kangxia offline monitoring data, the retail sales of Sharp and Philips in Q1 2017 rose by 35.3% and 15.7% respectively year-on-year, while domestic color TV giants Hisense, Skyworth, TCL, Changhong, Konka, and Samsung, Sony Foreign brands, for example, all showed negative growth of over 10%.
Why did Sharp and Philips become the “uncoordinated†colors in the overall market? Industry analysts believe that their excellent performance stems from their multi-dimensional strategic adjustment reforms.
In Sharp, its growth was mainly attributed to the five major policies it launched in the Chinese market following the acquisition of Hon Hai: First, the traditional television network has been based on the emphasis on hardware in the past, and cooperated with iqiyi, Youku and other content providers. , To make up for the short content; Second, to break the high price barriers, implement the "Tian Tiger Plan" that buys big and send small; Third, to take advantage of the industrial chain of Foxconn and Sharp panels to control the cost of the upstream panel; Fourth, to acquire channel providers, to expand offline Thirty-four channels; V. Integrate with real estate to cater for the trend of consumption upgrade.
In addition, Sharp is also investing in advertising and marketing, titled multiple integrated entertainment programs to rejuvenate the brand image. At the same time, in product design, abandoning the tradition previously designed by Japanese designers will localize the design and deepen the core consumer needs.
The jump in the performance of Philips, its two major strategies to strike out - "Sanhao TV" and "new retail model" contributed.
Philips shouted "Three Good Television" strategy at the product end, and wanted to achieve a good combination of "good hardware", "good content" and "good brand" on TV products; in terms of channels, Philips opened a "new retail model" and launched a partnership with Suning. Strategic cooperation, using the "Internet +" experience shop to seize the market share of first-tier cities.
It is worth mentioning that, unlike the barbaric growth of the previous line shop, Philips is now "opening a mature one and then open another", the pace is more stable. At the same time, its offline experience stores are directly controlled by the headquarters, so that it can be targeted to promote each store, to achieve the concentration of centralized resources at a certain point.
"Overall, the entire strategic adjustment of Philips borrowed from the Internet operating model: first, the pace of operations is faster; second, more explosions; third, the intermediate process of developing new products is shortened; fourth, Adapting to the young people's thinking in marketing,†said the person in charge of Philips TV.
"Big tree attracts attention", Sharp, Philips sales growth, there have been many doubting voice. Some people think that they are deviating from the original high-end positioning, playing a "price war" and taking a "low-end approach."
In response, Philips responded: "Philips has the most complete product line in the industry, from small-size LED LCD TVs to large-surface curved OLED TVs, and the product price is covered from several hundred to thirty thousand yuan. There is no price war. The reason that Philips TV prices are relatively low is because we have the advantages of large-scale procurement and shipping of the factories, which can minimize product costs and bring consumers low-cost, low-quality products."
TV industry ice will break or continue to slump?
Recently, the “6.18†big promotion, which was considered the last straw in the first half of the color TV industry, came to an end. Ove Cloud Network statistics show that during the 6.18 promotion period this year, China's color TV market has changed since the 2017 downturn, the sales period of three weeks online sales of 1.627 million units, an increase of 9.0%, sales of 4.75 billion yuan, year-on-year The growth rate was 32.2%, showing the "most significant growth" in the first half of the year.
However, from the view of brand camp share, domestic traditional brands accounted for 50% during the 6.18 period, down 2% year-on-year; Internet brands accounted for 24%, down 11% year-on-year; foreign brands accounted for 26%, up 13% year-on-year, and share again increased , and it is the only party to achieve growth.
In this regard, industry analysts believe that the “triple jump†in the share of foreign brands in the first half of this year and the increase in performance are “a rebound that has fallen into a trough,†and are temporary. The situation in the Chinese market has “had goneâ€. Failed to change.
But at the same time, there are also industry observers said that under the leadership of Sharp and Philips, the upward trend of foreign brands in the future will be more apparent.
In fact, the industry not only holds different views on the rejuvenation of foreign brands, but also has two voices in the second half of the TV market.
Some media authors stated that due to factors such as the looseness of the prices of upstream panels, the ice in the TV market will break and will usher in a “jedi reboundâ€.
However, home appliance industry observer Hong Shibin believes that the entire TV market can not be warmer depends on the performance of both ends of the upstream and downstream, the upstream component costs, the downstream is the consumer demand. "It is unknown whether the color TV market can pick up in the second half of the year, but I prefer to be pessimistic. Unless the color TV companies do something in order to achieve performance in the second half of the year, I don't think demand will improve overall."
Dong Min said that in the long run, China's color TV industry still has factors that support its development. "Long-term low-cost competition has caused corporate profits to decline and become exhausted. The increase in cost has forced the product structure to increase and brought about short-term pain. But in the long run, this will have a boosting effect on the entire industry. The upstream raw material industry is gradually tilting toward China, and the development of the Internet of Things has brought smart homes to the surface. This is a good factor for the development of the Chinese color TV market."
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
The color TV industry format opened in May before the resumption of the cold
Compared to the big harvest of 2016, China's color TV market began to weaken in 2017. According to data from Zhongkang, in the first quarter of 2017, although the average price reached RMB 3,219, an increase of 6.1% over the same period of last year, the market retail volume was only 11.38 million units, a decrease of 12.5%; retail sales was RMB 36.6 billion, a year-on-year decrease of 7.3%. %. At the same time, according to Ovid Cloud Network, sales of domestic traditional TV brands in Q1 TV market accounted for 73.0% in 2017, which was a year-on-year decrease of 1.6%; Internet TV brand sales accounted for 10.8%, down 4.1% year-on-year; foreign brand sales accounted for 16.2% , a year-on-year increase of 5.8%. In the first quarter, in addition to the “refreshing†trend of foreign brands, the entire TV market was “a mournful placeâ€.
However, the "laughing song" has not been exhausted, and the downturn in the color TV industry continued into May. According to data released by Ovid Cloud Network, the color TV market in May 2017 was 3.11 million units, a year-on-year decrease of 10.2% and a year-on-year decrease of 7.1%. Sales volume was RMB 11 billion, an increase of 8.1% year-on-year and a decrease of 10.0% from the previous quarter. From the brand camp share, domestic brands accounted for 69%, up 2.4% year-on-year; Internet brands accounted for 10%, down 8.1% year-on-year; foreign brands accounted for 21%, share continues to rise.
The high-end trend of the industry has pushed up the average market price, resulting in a year-on-year increase in sales in May, but the chain ratio, sales volume, and share of Internet TV brands have continued to decline. Why does the color TV industry appear in the "freezing period" of nearly half a year in 2017?
Dong Min, vice president of AVC, believes that since the second half of 2016, the surge in prices of various industries and consumer goods will intensify, and cost pressures for home appliance companies will fully emerge in the first half of 2017. The prices of categories all rebounded in different magnitudes and the sales volume declined. The price increase of color TV panels lasted for three quarters, with the longest period and high amplitude being the highest in history. In addition to the low concentration of TV brands and the large number of new brands, the risks and impacts caused by the increase in cost were even fiercer. In addition, the multi-regulatory policies of real estate have also aggravated the instability of the color TV consumer market.
The helm of a traditional TV brand told reporters that the growth in color TV performance in the past two years was related to the brutal growth of the industry. Under the stimulation of the new operating model of Internet TV brands, consumers are prone to impulsive consumption, thus digesting market demand in advance. At the same time, the sales volume of color TV reached a record high in 2016, and this year's sales volume was also overdrawn.
Under multiple pressures, the traditional domestic TV brands with upstream and downstream industrial chain advantages are still struggling. It is even harder for the Internet TV brands with low prices to be the entry point.
Analysis of the industry pointed out that the Internet TV brand is not controllable in the parts and the assembly of the whole machine. Due to the rise in cost in the first half of the year, only the price increases in an attempt to survive, but it has lost the price advantage of this biggest magic weapon. At the same time, in the face of technological strength, manufacturing base, and supply chain management, traditional TV brands have made up for content resources, online channels, and gradually built a user operating system. Internet TV brands have even fallen into an unfavorable situation.
In fact, in order to earn a greater living space, many Internet brands are also in the high-end areas of the layout, the force of the channel under the line, the operating strategy will be closer to the traditional TV brand. The complementary integration between the color TV industry brand camps is being carried out in both directions.
Sharp and Philips have driven the resurrection of foreign brands in stark contrast to the almost all-time declining trend. Foreign brands have seen a bumper harvest in the first half of the year.
Dong Min told reporters that the increase in the share of foreign brands was mainly due to the boost from Sharp and Philips.
It is understood that Sharp and Philips not only achieved a bumper harvest in terms of total sales, but also played a beautiful battle in the offline market, which has traditionally been difficult to increase. According to the China-Kangxia offline monitoring data, the retail sales of Sharp and Philips in Q1 2017 rose by 35.3% and 15.7% respectively year-on-year, while domestic color TV giants Hisense, Skyworth, TCL, Changhong, Konka, and Samsung, Sony Foreign brands, for example, all showed negative growth of over 10%.
Why did Sharp and Philips become the “uncoordinated†colors in the overall market? Industry analysts believe that their excellent performance stems from their multi-dimensional strategic adjustment reforms.
In addition, Sharp is also investing in advertising and marketing, titled multiple integrated entertainment programs to rejuvenate the brand image. At the same time, in product design, abandoning the tradition previously designed by Japanese designers will localize the design and deepen the core consumer needs.
The jump in the performance of Philips, its two major strategies to strike out - "Sanhao TV" and "new retail model" contributed.
Philips shouted "Three Good Television" strategy at the product end, and wanted to achieve a good combination of "good hardware", "good content" and "good brand" on TV products; in terms of channels, Philips opened a "new retail model" and launched a partnership with Suning. Strategic cooperation, using the "Internet +" experience shop to seize the market share of first-tier cities.
It is worth mentioning that, unlike the barbaric growth of the previous line shop, Philips is now "opening a mature one and then open another", the pace is more stable. At the same time, its offline experience stores are directly controlled by the headquarters, so that it can be targeted to promote each store, to achieve the concentration of centralized resources at a certain point.
"Overall, the entire strategic adjustment of Philips borrowed from the Internet operating model: first, the pace of operations is faster; second, more explosions; third, the intermediate process of developing new products is shortened; fourth, Adapting to the young people's thinking in marketing,†said the person in charge of Philips TV.
"Big tree attracts attention", Sharp, Philips sales growth, there have been many doubting voice. Some people think that they are deviating from the original high-end positioning, playing a "price war" and taking a "low-end approach."
In response, Philips responded: "Philips has the most complete product line in the industry, from small-size LED LCD TVs to large-surface curved OLED TVs, and the product price is covered from several hundred to thirty thousand yuan. There is no price war. The reason that Philips TV prices are relatively low is because we have the advantages of large-scale procurement and shipping of the factories, which can minimize product costs and bring consumers low-cost, low-quality products."
TV industry ice will break or continue to slump?
Recently, the “6.18†big promotion, which was considered the last straw in the first half of the color TV industry, came to an end. Ove Cloud Network statistics show that during the 6.18 promotion period this year, China's color TV market has changed since the 2017 downturn, the sales period of three weeks online sales of 1.627 million units, an increase of 9.0%, sales of 4.75 billion yuan, year-on-year The growth rate was 32.2%, showing the "most significant growth" in the first half of the year.
However, from the view of brand camp share, domestic traditional brands accounted for 50% during the 6.18 period, down 2% year-on-year; Internet brands accounted for 24%, down 11% year-on-year; foreign brands accounted for 26%, up 13% year-on-year, and share again increased , and it is the only party to achieve growth.
In this regard, industry analysts believe that the “triple jump†in the share of foreign brands in the first half of this year and the increase in performance are “a rebound that has fallen into a trough,†and are temporary. The situation in the Chinese market has “had goneâ€. Failed to change.
But at the same time, there are also industry observers said that under the leadership of Sharp and Philips, the upward trend of foreign brands in the future will be more apparent.
In fact, the industry not only holds different views on the rejuvenation of foreign brands, but also has two voices in the second half of the TV market.
Some media authors stated that due to factors such as the looseness of the prices of upstream panels, the ice in the TV market will break and will usher in a “jedi reboundâ€.
However, home appliance industry observer Hong Shibin believes that the entire TV market can not be warmer depends on the performance of both ends of the upstream and downstream, the upstream component costs, the downstream is the consumer demand. "It is unknown whether the color TV market can pick up in the second half of the year, but I prefer to be pessimistic. Unless the color TV companies do something in order to achieve performance in the second half of the year, I don't think demand will improve overall."
Dong Min said that in the long run, China's color TV industry still has factors that support its development. "Long-term low-cost competition has caused corporate profits to decline and become exhausted. The increase in cost has forced the product structure to increase and brought about short-term pain. But in the long run, this will have a boosting effect on the entire industry. The upstream raw material industry is gradually tilting toward China, and the development of the Internet of Things has brought smart homes to the surface. This is a good factor for the development of the Chinese color TV market."
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
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