In the first half of 2017, the color TV market was optimistic about the cold OLED and QLED
In the first half of this year, the performance of the domestic color TV market was sluggish, and the market sales volume declined year-on-year. At the same time, under the trend of consumption upgrade, the high-end market has become a hot spot for the industry to compete for competition. In particular, the OLED and QLED-led quantum dot display technology has entered a heated debate. Industry insiders believe that the color TV industry has been driven by technology. In the “post-LCD eraâ€, whether OLED or QLED became the winner of the market, the key depends on the final choice of consumers.
The first half of the color TV industry chills
Since the beginning of this year, the color TV market has not developed as expected, and the industry is facing challenges and pressure.
Dong Wei, vice president of Owe Cloud Network, said in Shanghai recently that domestic color TV shipments fell by 12.1% year-on-year from January to May this year, and retail volume decreased by 7.1% year-on-year. Due to the increase in raw material prices, the pressure on the whole TV market has been aggravated. From March of last year to March of this year, TV panel prices have been unilaterally rising, squeezing the price space for TV brand manufacturers.
The monitoring data of Zhong Yi Kang Company also showed that in the first half of this year, the color TV retail market as a whole showed a sluggish trend, and sales volume of several TV manufacturers declined. According to the latest data released by TCL Multimedia, in the first half of this year, the total sales volume of its LCD TVs in the Chinese market was 3.866883 million units, down 9.7% year-on-year.
From the perspective of professional research institutions, since the second quarter of 2016, the color TV market has suffered a series of major negative factors: first is the rapid rise in panel prices, which did not stop until May 2017; secondly, Internet companies entered the market leading to fierce price wars. . In addition, in the first quarter of this year, in addition to the previous increase in panel costs, packaging costs and transportation costs also rose. Under the overall pressure, retail prices of color TVs began to rise sharply, and TV retail demand declined significantly.
"The first half of this year, the performance of the color TV industry is not very good, and product upgrades will become the main driving force for the growth of the color TV market." Dong Min said that consumer upgrading will bring new opportunities for the color TV industry. According to the survey, 71% of the middle class is willing to spend more than 5,000 yuan to purchase color TV products. High-end, clear, intelligent, large-size, beautiful, and display diversification are becoming the six major characteristics of color TV product structure upgrades. Among them, the demand for large-screen TVs in the Chinese market is ahead of the rest of the world. It is estimated that the sales area in 2017 will reach 35.2 million square meters, an increase of 12%. In addition, the proportion of smart TVs will reach 88% this year.
A survey data released by the Consumer Electronics Products Office of the China Electronic Chamber of Commerce also shows that with the increase in the number of new middle-class people and improvement of living conditions, large-size TVs have become the first choice for consumers to upgrade, and 76% of the interviewees will Choose a TV size 55 inches and above.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, the large size reflects that the color TV product structure has been transformed to high-end and high-end products. In 2017, it will continue to continue the trend of large screen volume increase. The core of corporate marketing will also be focused. In the cleaning of small and medium size inventory.
In view of the current status of the domestic color TV market, Zhu Xiaojie, general manager of the Suning Color TV Division, believes that for TV manufacturers, the focus of 2017 should be “adjusting the structure, changing profits and lossesâ€.
OLED and quantum dot camp against two camps
With the escalation of quality consumption, consumer demand for television experiences is increasing. In recent years, major TV manufacturers have been exerting their efforts in new technologies and new products such as OLED, QLED, ULED, and laser television. In particular, the technologic dispute between OLED and QLED has entered a white-hot trend. This is the game of future mainstream TV display technology. Attracted a number of color TV manufacturing brand station.
On the one hand, color TV companies represented by LG, Skyworth, etc. continue to exert their efforts in OLED display technology, allowing OLED TVs to be quickly marketized. At the beginning of 2016, there were only 5 global OLED TV manufacturers; by 2017, 13 manufacturers including OLED TVs have been introduced by OLED TVs, including Chinese manufacturers. The industry predicts that the next three years, OLED TV will usher in a period of rapid development, by 2018, China's OLED TV in the global market share will stabilize at about 20%, becoming the world's largest OLED market.
On the other hand, manufacturers represented by Samsung, TCL, and Hisense focused on quantum dot technology. NPD Display Search forecasts that the annual growth rate of quantum dot TVs in the Chinese market will reach 100%, which is expected to grow from 600,000 units in 2016 to 1.2 million units in 2017.
In the eyes of the industry, the transformation of quantum dots into the TV industry is not only in the high color gamut, but more importantly, the complete subversion of the future TV form. Previously, the technology to change the form of television has always been the patent of OLED, and quantum dot technology is expected to break this situation and become one of the mainstream trends of large-screen smart TVs.
“From the development history of the color TV industry, technology contention has always existed.†Fan Zhijun, general manager of Shanghai Suning, stated that at every stage of development of the color TV industry, people have different opinions on different technology applications. For example, in the early stage of industrial development, the industry once disputed whether it was the use of rear projection technology or large-screen technology. Finally, it ended up with the rear projection exit. Later, as LCD TVs gradually solved the problem of yield, plasma TVs were also eliminated in the market; Nowadays, in the “post-LCD eraâ€, the TV industry is facing new controversy – is it the choice of OLED or QLED to replace the LCD screen?
Fan Zhijun said, "Who is the winner of the market ultimately depends on consumer choice."
Reduced price promotions arrive in advance in the first quarter
Driven by consumption upgrades, the big-screen TV market full of imagination has attracted the attention of the capital. A few days ago, TCL Group announced that its subsidiary Shenzhen Thunderbird Technology Co., Ltd. introduced strategic investors Tencent by way of increased capital and shares, and the latter subscribed to Thunderbird's new registered capital of RMB 20.27 million for RMB 450 million. Received 16.67% stake in Thunderbird Technology after this capital increase. Upon completion of the capital increase, Thunderbird Technology will no longer be a controlling subsidiary of the TCL Group.
It is reported that Thunderbird is an Internet TV brand targeted by young people and launched by the TCL Corporation. Prior to this, Tencent also bought another Internet TV brand, a micro-whale.
However, according to Dong Min, high-end products in the color TV market grew faster, but most of them focused on offline markets. In the past two or three years, China’s e-commerce business has grown rapidly. From this year onwards, e-commerce companies and offline companies have gradually established a balance, and color TV companies have returned to the point of concern. With the upgrading of product structure, the penetration rate of high-end products is generally higher than that of online.
At present, high-end has become the mainstream consumer trend of color TVs. In the first half of the year, the sales penetration rate of high-end color TVs over 10,000 yuan has exceeded 15%.
In order to promote the popularity of OLEDs and QLEDs and seize market opportunities, Suning recently united OLED and QLED camps in the two camps and plans to launch 100,000 TV sets. In late July, it will implement the "Color TV 10,000 rush."
Fan Zhijun said, “After nearly a year of development, OLED TVs have entered the time point of price decline, and we expect that the fourth quarter of this year will eventually reach a stable range. We hope to advance the market price to consumers in advance one quarter ahead of schedule. â€
Skyworth TV related person in charge said that the reason why OLED TVs are not rapidly popularized is because current OLED TVs are overpriced. In addition, OLED panel makers use their main production capacity for mobile phone panels, resulting in insufficient OLED TV panels. After the OLED panel production capacity comes up in the future, OLED TVs will have a cost advantage.
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, TV boxes, smart TVs, smart TV software, etc. Answering questions.
The first half of the color TV industry chills
Since the beginning of this year, the color TV market has not developed as expected, and the industry is facing challenges and pressure.
Dong Wei, vice president of Owe Cloud Network, said in Shanghai recently that domestic color TV shipments fell by 12.1% year-on-year from January to May this year, and retail volume decreased by 7.1% year-on-year. Due to the increase in raw material prices, the pressure on the whole TV market has been aggravated. From March of last year to March of this year, TV panel prices have been unilaterally rising, squeezing the price space for TV brand manufacturers.
The monitoring data of Zhong Yi Kang Company also showed that in the first half of this year, the color TV retail market as a whole showed a sluggish trend, and sales volume of several TV manufacturers declined. According to the latest data released by TCL Multimedia, in the first half of this year, the total sales volume of its LCD TVs in the Chinese market was 3.866883 million units, down 9.7% year-on-year.
From the perspective of professional research institutions, since the second quarter of 2016, the color TV market has suffered a series of major negative factors: first is the rapid rise in panel prices, which did not stop until May 2017; secondly, Internet companies entered the market leading to fierce price wars. . In addition, in the first quarter of this year, in addition to the previous increase in panel costs, packaging costs and transportation costs also rose. Under the overall pressure, retail prices of color TVs began to rise sharply, and TV retail demand declined significantly.
"The first half of this year, the performance of the color TV industry is not very good, and product upgrades will become the main driving force for the growth of the color TV market." Dong Min said that consumer upgrading will bring new opportunities for the color TV industry. According to the survey, 71% of the middle class is willing to spend more than 5,000 yuan to purchase color TV products. High-end, clear, intelligent, large-size, beautiful, and display diversification are becoming the six major characteristics of color TV product structure upgrades. Among them, the demand for large-screen TVs in the Chinese market is ahead of the rest of the world. It is estimated that the sales area in 2017 will reach 35.2 million square meters, an increase of 12%. In addition, the proportion of smart TVs will reach 88% this year.
A survey data released by the Consumer Electronics Products Office of the China Electronic Chamber of Commerce also shows that with the increase in the number of new middle-class people and improvement of living conditions, large-size TVs have become the first choice for consumers to upgrade, and 76% of the interviewees will Choose a TV size 55 inches and above.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, the large size reflects that the color TV product structure has been transformed to high-end and high-end products. In 2017, it will continue to continue the trend of large screen volume increase. The core of corporate marketing will also be focused. In the cleaning of small and medium size inventory.
In view of the current status of the domestic color TV market, Zhu Xiaojie, general manager of the Suning Color TV Division, believes that for TV manufacturers, the focus of 2017 should be “adjusting the structure, changing profits and lossesâ€.
With the escalation of quality consumption, consumer demand for television experiences is increasing. In recent years, major TV manufacturers have been exerting their efforts in new technologies and new products such as OLED, QLED, ULED, and laser television. In particular, the technologic dispute between OLED and QLED has entered a white-hot trend. This is the game of future mainstream TV display technology. Attracted a number of color TV manufacturing brand station.
On the one hand, color TV companies represented by LG, Skyworth, etc. continue to exert their efforts in OLED display technology, allowing OLED TVs to be quickly marketized. At the beginning of 2016, there were only 5 global OLED TV manufacturers; by 2017, 13 manufacturers including OLED TVs have been introduced by OLED TVs, including Chinese manufacturers. The industry predicts that the next three years, OLED TV will usher in a period of rapid development, by 2018, China's OLED TV in the global market share will stabilize at about 20%, becoming the world's largest OLED market.
On the other hand, manufacturers represented by Samsung, TCL, and Hisense focused on quantum dot technology. NPD Display Search forecasts that the annual growth rate of quantum dot TVs in the Chinese market will reach 100%, which is expected to grow from 600,000 units in 2016 to 1.2 million units in 2017.
In the eyes of the industry, the transformation of quantum dots into the TV industry is not only in the high color gamut, but more importantly, the complete subversion of the future TV form. Previously, the technology to change the form of television has always been the patent of OLED, and quantum dot technology is expected to break this situation and become one of the mainstream trends of large-screen smart TVs.
“From the development history of the color TV industry, technology contention has always existed.†Fan Zhijun, general manager of Shanghai Suning, stated that at every stage of development of the color TV industry, people have different opinions on different technology applications. For example, in the early stage of industrial development, the industry once disputed whether it was the use of rear projection technology or large-screen technology. Finally, it ended up with the rear projection exit. Later, as LCD TVs gradually solved the problem of yield, plasma TVs were also eliminated in the market; Nowadays, in the “post-LCD eraâ€, the TV industry is facing new controversy – is it the choice of OLED or QLED to replace the LCD screen?
Fan Zhijun said, "Who is the winner of the market ultimately depends on consumer choice."
Driven by consumption upgrades, the big-screen TV market full of imagination has attracted the attention of the capital. A few days ago, TCL Group announced that its subsidiary Shenzhen Thunderbird Technology Co., Ltd. introduced strategic investors Tencent by way of increased capital and shares, and the latter subscribed to Thunderbird's new registered capital of RMB 20.27 million for RMB 450 million. Received 16.67% stake in Thunderbird Technology after this capital increase. Upon completion of the capital increase, Thunderbird Technology will no longer be a controlling subsidiary of the TCL Group.
It is reported that Thunderbird is an Internet TV brand targeted by young people and launched by the TCL Corporation. Prior to this, Tencent also bought another Internet TV brand, a micro-whale.
However, according to Dong Min, high-end products in the color TV market grew faster, but most of them focused on offline markets. In the past two or three years, China’s e-commerce business has grown rapidly. From this year onwards, e-commerce companies and offline companies have gradually established a balance, and color TV companies have returned to the point of concern. With the upgrading of product structure, the penetration rate of high-end products is generally higher than that of online.
At present, high-end has become the mainstream consumer trend of color TVs. In the first half of the year, the sales penetration rate of high-end color TVs over 10,000 yuan has exceeded 15%.
In order to promote the popularity of OLEDs and QLEDs and seize market opportunities, Suning recently united OLED and QLED camps in the two camps and plans to launch 100,000 TV sets. In late July, it will implement the "Color TV 10,000 rush."
Fan Zhijun said, “After nearly a year of development, OLED TVs have entered the time point of price decline, and we expect that the fourth quarter of this year will eventually reach a stable range. We hope to advance the market price to consumers in advance one quarter ahead of schedule. â€
Skyworth TV related person in charge said that the reason why OLED TVs are not rapidly popularized is because current OLED TVs are overpriced. In addition, OLED panel makers use their main production capacity for mobile phone panels, resulting in insufficient OLED TV panels. After the OLED panel production capacity comes up in the future, OLED TVs will have a cost advantage.
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, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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