Compared with the 2016 market, the color TV industry in 2017 has a sudden turn for the worse situation. Orville Yunwang released data show that in 2017 China color TV retail market size of 47 million 520 thousand units, down 6.6%; affected by rising costs and other factors, the scale of retail sales was 163 billion yuan, an increase of 4.5%.
From the market situation last year, not only the traditional color TV giant encountered great difficulties, but the Internet brand was also depressed. Under the influence of the increase of the panel price and the reduction of capital investment, the market share of the Internet color TV brand in 2017 was only 13%, which was 6 percentage points lower than that in the same period last year. In 2017, the number of new Internet listing brands was 161, down 11% from the same period last year.
“From the data since 2003, the decline in the volume of retail sales in the color TV market in 2017 is the biggest drop in the last ten years.” Orville Yunwang (AVC) black division deputy general manager Zhu Yuanyuan analysis said, multiple factors leading to color TV industry retail sales fell in 2017 Chinese. The cooling of the real estate market in 2017 has a direct impact on the performance of the large household appliances market. The size of the retail volume of color TV, refrigerators and washing machines has declined over the same period. At the same time, visual and audio-visual related products have developed rapidly with the help of intelligentization, and make a substitute for smart TV products. For example, in 2017, the retail volume of the OTT box was 10 million 470 thousand, the size of the smart microinvestment was 1 million 290 thousand, and the size of the smart box retail volume reached 1 million 760 thousand.
It is also worth paying attention to the rising price factor of the upstream panel. From March 2016 to April 2017, the panel experienced the longest price rise in history, and some of the peak months were up to 90%. Although the price of the panel is pushing up the price of the color TV, the main benefit is the upstream panel factory, which is subject to the cost factors, and the profits of the small color TV enterprises are increasing.
Looking for new opportunities
Although the whole enterprise has encountered severe market challenges, the upgrade of color TV consumption also brings new business opportunities. All the big color TV enterprises are actively promoting structural adjustment, implementing innovation driven strategy and seeking market breakout.
In 2017, large size is the main theme of color TV upgrade. The 55 inch product continued to grow, and the market share of retail sales in 2017 was 30.1%, up 6.2 percentage points from the same period of last year. The super size market kept growing, of which the 65 inch product market share of retail volume was 5.5%, up 1.5 percentage points from the same period last year.
Consumer demand for high-end differential color TV products is also increasing. In 2017, curved TV retail volume market share of 7.3%, 1.9 percentage points higher than the same period last year; ultra-thin TV retail volume market share of 4.1%, 2.5 percentage points higher than the same period last year; borderless TV retail volume market share of 2.3%, 0.5 percentage points higher than the same period last year.
With the rise of consumer upsurge, the new display products such as laser and OLED are becoming more and more popular. The technological innovation ability of manufacturers has become the key factor to win the market.
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