Analysis of China's LCD TV Market in the First Half of 2012

In the first half of 2012, China's LCD TV market had both the implementation of favorable policies and the promotion of the new concept "Cloud TV." As for the brand's attention to the pattern, the LCD TV market has undergone major changes. Samsung replaced Sony to win the brand's attention, and Sony and Hisense ranked second and third. The change in the pattern of China's LCD TV market in the first half of the year reflects the increasing consumer spending power and higher product performance requirements. From the perspective of product structure, LED backlighting and 3D TVs have shown rapid growth and momentum. Consumers have increasingly focused on visual enjoyment. In addition, large-size products are favored by more and more consumers in the LCD TV market in China. The research on ZDC's Internet consumption research center's brand and product structure in the first half of the Chinese LCD TV market conducted research:

Report points:

· Brand structure: The brand's attention to the pattern has changed significantly. Samsung is leading with 17.3%. Sony and Hisense ranked second and third. All other brands have changed except for Hisense.

Backlight type structure: LED backlight products have attracted much attention, and from January to June, the proportion of attention has been increasing.

· 3D type structure: 3D LCD TVs have seen a large increase in the percentage of interest, which has exceeded 40%, and the development momentum is good.

Screen size structure: Large-screen products are favored, and the proportion of 42-inch products has been increasing.

Resolution structure: The attention ratio of Full HD products with a resolution of 1920×1080 slowly increased, rising from 80.5% in January to 84.9% in June.

· Structure of price segment: The proportion of products under the 5,000 yuan price segment has been increased. Compared with the same period of last year, the price of consumer attention has decreased.

* Analysis of mainstream manufacturers: Sony's popularity has declined significantly, but its single product attention rate has led slightly; Hisense has a large number of products, reaching 221 models.

I. Market Overview

· Implementation of favorable policies

According to Xinhua News Agency, the Ministry of Finance has arranged for 26.5 billion subsidy funds to promote energy-saving appliances. This energy-saving home appliance subsidy policy is another favorable policy for home appliance manufacturers to see hope after home appliances and home appliance replacement. The main benefits of this policy are energy-efficient, energy-efficient home appliances, including air conditioners, color TVs, refrigerators, washing machines, and water heaters. The LCD TV is also in the ranks, which can drive the consumption of LCD TV market.

·3D TV breakthrough development

The start of 3D TV in China is basically synchronized with the global market, and it is currently maintaining a synchronous development speed. In the first half of the year, the number of optional models for 3D TVs has increased dramatically, and product prices have steadily declined. Then as long as the 3D content resources are gradually enriched, 3D TVs will inevitably develop at a faster rate.

·The development of smart TV is still limited

Smart TV is still the main trend of TV development in the future, and TV manufacturers have gradually transitioned to applications around the era of display screens. For example, the new concept of “cloud TV” that has been widely heard since August 2011 is an extension of smart TVs and an upgrade of existing applications of smart TVs, which greatly enhances the practicality of smart TVs. The "cloud" is still the most critical operating system. If companies do not integrate their mobile phones, computers, and televisions with their own operating systems, they will face enormous pressure in the future competition.

Brand Structure: Samsung Leading Market

Second, the market structure analysis

(I) Brand Structure

Samsung leads Chinese LCD TV market

In the first half of 2012, Samsung in China’s LCD TV market took the lead with a ratio of 17.3%. Sony and Hisense ranked second and third respectively, with 15.5% and 12.6% respectively. The champions and runners-up are all foreign brands, and Hisense has entered the top three brands and won glory for the Chinese people.

·The pattern of brand attention changes greatly

Compared with the same period of last year, the pattern of brand awareness in the LCD TV market has changed significantly. Among them, Samsung is concerned about a larger increase in proportion, not only entering the top three but also winning the championship. Sony fell from runner-up to runner-up, Sharp dropped two places and ranked fourth. Skyworth, LG and Changhong all dropped one place. The proportions of TCL and Konka’s attention were slightly higher, with both rankings rising by two, ranking fifth and eighth respectively. Haier ranked tenth in the list with new faces.

Product structure: LED and 3D types are popular

(II) Product Structure

1, backlight type structure

· LED backlight products are popular

In the first half of the year, the proportion of LED backlight-type LCD TVs soared to 82.1%, becoming the absolute mainstream type of LCD TV backlighting. With the decrease in the price of LED backlight products, manufacturers have also gradually increased the coverage ratio of LED backlight products in new products, and more and more consumers have recognized the advantages of LED backlight products.

·LED backlight products focus on trend all the way higher

In the first half of the year, the proportion of LED-backlit LCD TVs increased all the way, from 74.3% in January to 88.0% in June, an increase of 13.7%. As the price of LED backlight products decreases and manufacturers increase the coverage of LED backlight products in new products, more and more consumers choose LED-backlit LCD TVs.

2, 3D type structure

· 3D LCD TVs focus on 40%

In the first half of the year, 3D TVs developed rapidly. From the perspective of the average in the first half of the year, the ratio of 3D LCD TVs was 36.5%. Judging from the trend in the first half of the year, the ratio of concern increased from 27.9% in January to 42.6% in June, exceeding 40.0%, an increase of 14.7%. It can be seen that more and more consumers are paying attention to 3D LCD TVs to increase their visual enjoyment while they work. This will also be a consumption trend.

Product Structure: 42-inch product focus higher

3, screen size structure

Large-screen LCD TVs are favored

In the first half of the year, the most watched LCD TV screen size was 46 inches, the proportion of attention was 22.9%, 42 inches was the runner-up with 19.4% of the attention ratio, and 32 inches was the third place with 15.6% of the attention ratio. The attention ratio of 55-inch, 40-inch and 47-inch products can not be ignored. The proportion of LCD TVs with a size of more than 40 inches is close to 80%, showing that large-screen LCD TVs are favored by consumers.

· 42-inch product focus ratio higher

In the first half of the year, 46-inch, 40-inch, and 32-inch mainstream screens have seen slight changes in the proportion of products concerned. From the trend of attention of mainstream size products, the proportions of 46-inch and 32-inch products have all decreased. 42 The proportion of LCD TVs on the inch screen is slightly higher, and the popularity of 42-inch products of moderate size is increasing.

4, the resolution structure

· Full HD products occupy a monopoly

In the first half of 2012, the proportion of full-HD products with a resolution of 1920×1080 in the Chinese LCD TV market gradually increased, from 80.5% in January to 84.9% in June. The overall HDTV product’s attention ratio reached 82.8 in the first half of the year. %. At present, except for a few entry-level small-size products, most of the new products are full HD. It can be seen that its monopoly advantage is more obvious.

5, price segment structure

3001-5000 yuan into the most concerned price segment

In the first half of 2012, 5001-5000RMB replaced 5001-8000RMB as the price segment most concerned by consumers, the proportion of attention reached 31.9%, and the proportion of attention in the price segment of 5001-8000RMB was reduced to 27.1% and the price was less than 3,000 RMB. The attention ratio of segment products has increased to 20.0%, showing that the proportion of products under the 5,000 yuan price segment has increased.

·The price that consumers pay attention to is reduced

Compared with the same period of last year, the attention ratio of products with a price of 3,000 yuan or less has increased by 1.4%, the attention ratio of products with a price range of 3001-5000 yuan has increased by 2%, and the price of 5001-8000 yuan and 8001-10,000 yuan have been increased. Concern has been reduced to some extent, showing that consumers are concerned about the price has decreased.

Analysis of mainstream manufacturers: Sony declines in popularity

Third, the analysis of mainstream manufacturers

(A) comparison of brand trends

·Sony popularity has declined significantly

In the first half of 2012, Samsung’s attention ratio increased from 13.6% in January to 19.1% in June, a notable increase. Overall, Hisense and Sharp's attention ratios have all decreased slightly, and Sony's attention ratio has dropped significantly, from 21.6% in January to 12.8% in June, a decrease of nearly 9 percentage points.

(II) Comparison of product structure

· Hisense products more

According to ZDC statistics, among the four mainstream brands Samsung, Sony, Hisense and Sharp, Hisense currently has a maximum of 221 products on the market, and Samsung and Sharp also have more than 100 models. In contrast, the number of Sony's commercial products is relatively small, only 74 models.

Sony's single product attention rate slightly ahead

Comparing the single product attention rate of several mainstream brands, Sony's single product attention rate reached 0.21%, slightly ahead of other competitors. Samsung and Sharp's single product attention rate is relatively close, respectively 0.15% and 0.11%. Relatively speaking, Hisense's single product attention rate is significantly lower.