Affected by the general rise in the price of the upstream panel, the Chinese TV market in the first three quarters of 2017 is bleak. According to the "2017 China TV Market Summary Report for the Third Quarter of 2017" released by AVC, the color TV market experienced the worst third quarter in history. The retail sales volume of the color TV market in the third quarter was 10.41 million units, down 12.9% year-on-year; The sales area was 6.89 million square meters, down 7.3% year-on-year. Although the market size has declined, the reporter learned during the interview that the upgrade of the product structure of the color TV market is still the main theme. 55-inch and above large-screen color TV has become a hot category, 4K high-definition TV is the main object of consumers to buy TV. The industry generally believes that the overall color TV industry shipments in the first three quarters of this year showed a significant decline from the same period of last year due to rising panel prices and the decline of Internet dividends. In this regard, millet TV, Philips TV and Sharp's relevant person in charge responded to reporters, said the company will launch sprint in the fourth quarter, in the "double 12" and other promotional nodes to increase discounts, while continuing to develop high-end, intelligent new products To cater for consumer upgrades and increase market share. Domestic market shrinks From the first quarter of this year, the color TV market continued to slump and retail sales continued to shrink. Peng Jianfeng, deputy secretary-general of the China Electronics Video Industry Association, pointed out that the volume of retail sales in the color TV market decreased by 9.2% in January-September 2017. In addition, according to the Ovid cloud network report, Internet brands including LeTV and Storm were also reduced in the first three quarters of this year. Their share decreased by 11% compared with the same period last year, accounting for 12%. Ovid cloud network analysis believes that this year is the color TV market suffered "the worst third quarter in history," and the increase in the average price of color TV is the main factor affecting the decline in market size. Since 2017, panel prices have remained high, resulting in an increase in the average price of the entire TV. The average retail price of TVs in the first three quarters of 2017 remained above 70, and reached a peak in September. The average retail price of color TVs in the third quarter increased by 16.3% year-on-year. %. Liu Buchen, an observer of the household appliance industry, pointed out in an interview with reporters that the overall situation of the color TV industry this year is more severe. Apart from the relatively good profitability of some domestic and old brands, most other internet brands have a poor profitability. "I think there are two main reasons. One is that the market has absorbed more overdrafts in past years, and there is not much space. Second, since the panel prices have risen since the beginning of last year, the cost has risen, causing traditional TV companies to suffer huge losses and they have not dared to go through large-scale promotions. increase sales." It is worth noting that, as of the press release, major domestic TV manufacturers have announced three quarterly reports. From the financial report, Skyworth Digital (000810.SZ), Sichuan Changhong (600839.SH), TCL Multimedia (01070.HK), Shenzhen Konka A (000016.SZ), and Hisense Electric (600060.SH) have achieved different operating income. The degree of growth. Among them, the first three quarters of Skyworth's revenue to achieve revenue 5.14 billion yuan, an increase of 20.98%; Sichuan Changhong revenue of 54.448 billion yuan, an increase of 12.27%; TCL Multimedia revenue 28.25 billion Hong Kong dollars, an increase of 19.3%; Konka Group Camp The revenue was 20.164 billion yuan, an increase of 37.94% year-on-year; Hisense Electric's revenue was up 7.57% year-on-year to 23.75 billion yuan. Compared with traditional TV brands, in addition to the rising trend of millet TV, other brands have had a hard time. The semi-annual report submitted by LeTV.com showed that LeTV generated new revenue of 4.653 billion yuan in the first half of the year, a year-on-year decrease of 37.64%, and a net profit loss of 282 million yuan. It was reported by media that 2016 storm TV shipment exceeded 1 million units. The production of micro-whale TVs has reached 800,000 units. As of this year, the shipment of Storm TV is 500,000 units, and the shipment of micro-whale TVs is only 400,000 units. Recently, the storm group CFO Jiang Hao in an interview with the media, said Storm TV sales in the first half of 550,000 units, an increase of about 30%. However, he admitted that Storm TV is still in an extended loss. Foreign brands adjustment strategy contrarian rise Interestingly, in the third quarter of the overall downturn in color TV market, foreign brands have risen against the trend. According to AVC's omni-channel push total data, the market share of foreign brands in the third quarter was 21%, an increase of 7% over the same period of last year. Among them, Sharp and Sony have performed particularly well. According to statistics, after Sharp was formally acquired by Foxconn in August last year, the strategic layout and marketing methods have undergone fundamental changes. On October 28th, Sharp announced its financial data for the period from April to September this year. During the reporting period, the company’s net profit reached 34.7 billion yen, reversing the loss of a loss of 45.4 billion yen a year ago. According to reports, the key to its revenue growth lies in the revenue growth of the panel business, and the significant increase in its panel business revenue mainly comes from the contribution of the Chinese market. According to data from the WitView Research Center (WitsView), Sharp's global shipments in the second quarter of 2017 showed a multiple growth compared to the first quarter, ranking from ninth to fourth, and total shipments reached 380 in the first half of the year. Million Taiwan, an increase of 70%. According to the latest data, Sony achieved sales revenue of 2.06 trillion yen in the second quarter of fiscal year 2017, an increase of 22.12% year-on-year; and a profit of 130.852 billion yen, a year-on-year increase of 2602.44%. Among them, Sony TV is rapidly occupying a new round of high-end consumer and branding markets that are being opened globally with high-end products. In the second quarter of this year, Sony TV sales worldwide reached 3.2 million units, a net increase of 100,000 units year-on-year. A few days ago, the reporter went to the Suning Tesco store on Tianlin Road in Shanghai. According to the sales staff, although the Japanese brand only sells Sharp and Sony, the sales volume is about 40%, and although the domestic brands are numerous, the total sales volume also accounts for only 60%. “In the overall downturn of color TVs, there are still brands that can stand out. Sharp relies mainly on the tactical adjustment of the Chinese market as a whole, localized branding, in-depth channel integration, and cost-effective products to achieve high growth in many aspects; Sony focuses on the high-end market This will drive overall brand growth, especially after the release of OLED products. The overall brand image and sales volume have been greatly enhanced.†Jie Weijuan, deputy director of the research department of Auwei Cloud Network Black Power Division, told reporters that in times of adversity, Enterprises need to give full play to their advantages and get opportunities around a force point. In Liu Buchen's view, Sharp has adopted a series of low-price sales strategies since the beginning of the year to drive consumer purchases at close to the people's prices and to increase market share. In the process of implementing the low-price strategy, the quality of Sharp TV has not been lowered. Therefore, Sharp's sales scale has achieved an upward trend despite the overall sluggishness of the color TV industry. The market forced enterprises to play "high-end cards" Although China's color TV industry has performed unsatisfactorily in terms of scale this year, it has achieved remarkable performance in large-screen and high-end products. Industry insiders believe that with the upgrading of consumption, high-end may become the turning point of the industry in the future. . According to data from Zhongkang, 55-inch and 65-inch color TVs have grown at the fastest rates of 3.67% and 2.80% respectively, and the industry has therefore seen signs of W-type heels in the second half of the year. According to the monitoring data of the Ovid Cloud Network, in the first half of 2017, the average price under the color TV product line increased by 15.3%. The increase in the price led to a 19.5% year-on-year decrease in sales of color TVs in the offline market. However, unlike the overall trend, the sales volume of high-end color TVs with a price above RMB 10,000 in the offline market has risen in contrarian terms, up 2.1% from the same period of last year. The 65-inch product that accounts for nearly 60% of the yuan's share of the offline market has an average price increase of 3.4% over the previous year, while sales still increase by 10.4%. It is not difficult to see that in the current situation, the color TV industry is only aiming at the big screen and making efforts to the high-end market to meet the challenges of the big environment. Reporters also found during the visit, in the current home appliance stores, 4K TV is a standard, highlights are mainly focused on the curved screen and OLED TV. Jiemei Juan said: "With the upgrading of consumption, the entire consumer electronics industry will face the trend of high-end products, in addition to the big screen, the high-end color TV will focus on display technology, industrial design, intelligent applications in three directions, the new product Rapid iterations will also help stimulate the release of market demand." Sharp Public Relations Manager Yang Lin revealed to reporters that Sharp currently sells TVs that are more than 40 inches, and all sizes of products increase sales. In the future, the company will continue to develop a wide range of new products. At the same time, from October onwards, Sharp began to sell 8K TVs globally and actively invest in cutting-edge technology. Chi Chih-kwong, director of product management at Philips Television, said that in the future, Philips TV will continue to strengthen its efforts in enhancing intelligence, focusing on speech recognition. "For example, when I got home, I could watch Philips and wake up Philips and start watching TV." Looking into the fourth quarter, many people in the industry are optimistic when interviewed by reporters. Jiemei Juan pointed out that since the fourth quarter, color TV companies' earnings pressure and cost pressures have gradually eased, and they have faced the peak sales seasons such as “Double Twelve†and New Year’s Day. It is expected that the market scale in the fourth quarter of 2017 will be expected to be realized. Pick up. Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, also stated that panel prices have finally begun to loosen in the second half of the year, which has eased the cost pressure of color TV makers. For color TV companies, the "Double 11" and other nodes are a good opportunity for promotion, and there is an opportunity for color TV companies to make up for shipping targets that have not been reached in the first half of the year. International panel analysis and statistics agency IHS recently released the latest panel price in October 2017. Data show that panel prices are declining in October, especially for 40-inch and 43-inch panels, with the highest drop rate reaching 7%. With the decline in the price of the panel, the relevant person in charge of the millet television told reporters that Xiaomi's 32-inch smart TV has been reduced to 999 yuan, which is the first time that smart TV has entered the era of hundred-yuan machines. The company predicts that Xiaomi TV's sales volume in the fourth quarter is expected to increase by 204%. Facts have proved that "Double 11" does usher in the outbreak of long-term savings in the color TV market. The latest data from Aowei Cloud Network shows that TV sales of "Double-Eleven" reached 2.057 million units, a year-on-year increase of 21.7%. 6.35 billion yuan, an increase of 32.6% over the same period last year, sales of 11.28 million units in 11 consecutive days from January 11 to November 11, and delivered a satisfactory answer for the "double 11" in 2017, which provided conditions for brand impulses. However, Liu Buchen believes that the Spring Festival, New Year's Day, including "Double Twelve" and other promotional activities will certainly play a positive role in the market, but these are only staged market stimulus, the overall situation of the market is still difficult to change.
