In 2011, the share of domestic color TVs reached 60%

2011 domestic TV sales performance "disclosure": China Yikang and GFK two institutional data show that in the top eight sales, the top five were occupied by domestic color TV, the top five market share approaching 60%; Sharp, Samsung, Sony is still the top three foreign capital, but its market share has declined compared with 2010.

Top five Chinese made up 60% of the market

Zhongkang surveyed the country's 5,932 sales outlets and released the 2011 TV sales year list: Hisense ranked first with 14.77% of sales; followed by Skyworth and Changhong, which accounted for 12.78% and 11.76% respectively; TCL and Konka’s sales share respectively. It is 11.10% and 10.12%, ranking fourth and fifth. 5 homes account for 60% of the market.

The GFK data is similar to Zhongkang: Hisense, Skyworth, Changhong, TCL, and Konka are among the top five, with a market share of 57%, and Sharp, Sony, and Samsung have a market share of 22%. According to GFK, the number of its national statistical stores exceeds 24,000.

The top three foreign capitals are still Sharp, Samsung and Sony, but their share has declined slightly compared with 2010. According to Zhang Xuebin, Chairman of the Board of Directors of Skyworth, domestic color TV companies have high innovation efficiency and clear market context. “The domestic color TV has been using foreign brands for more than 3 years in the development of Internet TV; and the pace of upgrading from LCD to LED is also faster than that of foreign brands.”

A phased low tide is coming

“The leading part of domestic brands’ market share in China has benefited from policy dividends such as 'Home Appliances Going to the Countryside' and 'Old-for-new',” said Luo Qingqi, a senior director of Pall Consulting. It is reported that in the color TV sales of home appliances to the countryside, the domestically produced six brands accounted for 90% of the market share, while major foreign companies, including Samsung and Sharp, were basically excluded.

“In the first half of 2012, the policy-based market overdraft brought about by the end of the national subsidy policy in the home appliance industry will be highlighted, and the market development will experience a phased low ebb.” Jiang Feng, chairman of the China Household Electrical Appliances Association, bluntly stated.

Ovid Consulting Data said that the penetration rate of current 3D TVs and smart TVs reached 32% and 20%, respectively, and this will be the two major directions for the development of color TVs this year.