China's TV Industry Enters Winter in 2017
Entering 2017, China's economic operation is stabilizing and improving, and the overall consumer market environment is stable. However, due to factors such as rising raw material prices, frequent real estate policies, and weak market demand, China's home appliance market has entered a new consolidation period. In particular, China’s television industry has performed even more bleak than other categories and has entered a severe winter.
According to AWC monitoring data, sales in the TV market in China fell by 14.6% year-on-year in the first quarter, and fell by 10.1% year-on-year in the second quarter. Even during the National Day Golden Week, which has just passed, the year-on-year decline was 15.6%. China's TV market also suffered the worst third quarter in history, with sales of 10.41 million units, a year-on-year decrease of 12.9%, and sales of 35.7 billion yuan, an increase of 1.3% year-on-year.
According to the analysis of Ovid Cloud Network, the main reason for the decline in TV sales in China in the third quarter was due to factors such as the downturn in the consumer market, the previous year’s sports marketing overdraft, the regulation of the real estate market, and the decline in sales of Internet brands other than Xiaomi. In 2017, China’s television market has taken the sales decline line for the third consecutive quarter, which is quite rare in the history of the entire television industry. However, due to the panel price decline since June and Q4 sales concentration, the consumer potential can be tapped and other factors, it is expected that the market scale will usher in the fourth quarter reversal, sales will reach 15.57 million units, up 0.9%; sales It will also reach 50.7 billion yuan, an increase of 1.9%, showing a situation in which the amount will rise.
Internet TV energy balance
This year, the ups and downs of Internet TV have had a profound impact on the scale of the television industry. Under the situation where the cost of raw materials costs is high, Internet TV brands have encountered unprecedented market challenges. Just like this, in the third quarter of this year, the share of Internet brand sales decreased by as much as 11% year-on-year. On the contrary, the share of foreign brands increased by 7%, and the domestic mainstream brands increased by 4%. In particular, the third quarter Internet TV brands except millet TV market Sales volume has fallen by nearly 70%, down from 2.516 million units in 2016 to 826,000 units.
Despite Internet TV's tears, Xiaomi, the internet TV brand leader, has risen in the opposite direction. In the third quarter of consecutive decline in the Chinese TV market, Xiaomi rose in the first quarter, rising 0.2% year-on-year; and increased by 58% in the second quarter. The third quarter increased by 144%. It is expected to increase by 204% in the fourth quarter and it will stand out. As an Internet TV brand, Xiaomi TV has entered a high-speed development channel, and each quarter has seen an increase over the same period of last year.
In addition, Wang Chuan, co-founder and co-founder of Xiaomi TV, also recently stated that in September, Xiaomi TV sales were the first, and in each major size segment, from 32 inches to 65 inches, Xiaomi TV sales All are NO.1. It is in this good situation, in line with adhering to high prices, to save the user every value of the value of money, millet TV also announced in October 24th adjusted millet TV 4A 32-inch price, to 999 yuan, compared The listed price dropped by 200 yuan, which is the second price reduction of millet TV following the adjustment of some model prices in early September. At this point, smart TV officially entered the hundred-dollar era.
Of course, the downgrade of Xiaomi TV's 4A 32-inch price is not related to the current drop in the price of the panel. However, in the first time when the panel price is picking up, the Internet TV companies with market price reduction will also be the Xiaomi household. The sincerity of Xiaomi TV shows the market regulation ability of Internet companies represented by Xiaomi TV.
This year, the sales volume of most Internet TV companies fell, dragging down the entire market size. However, internet companies represented by Xiaomi TV still pushed the market backwards. It can be said that this year, the Internet TV energy is positive and negative and will continue to be on TV in China. Fermentation in the history of the industry.
5 years, Internet TV assists industry transformation
From Internet TV in 2013 to the explosion of Internet TV in this year, Internet companies represented by millet, micro-whale, and Kansang are playing an irreplaceable role in the development of China's color TV industry. Promoted the Chinese TV industry to make great changes.
In the past five years, China's color TV shipments have maintained rapid growth. In 2016, shipments reached 158 million units, accounting for a global share from 54% to 70%; in addition, Japanese brands have withdrawn from the TV manufacturing industry, and China’s backbone TV companies have With the internationalization of brand distribution, in 2016, the export volume of color TVs exceeded 80 million units, an increase of 31% over five years ago. In terms of production capacity, domestic high-end LCD panel lines expanded from two to eight, and color TV panels shipped 18 million units a year. Increased to 86 million, self-sufficiency rate reached 55%, accounting for 34% of the global market; in core technology, smart TV's main chip, operating system, codec software and artificial intelligence voice and other technologies are gradually domesticating, and began Large-scale application to high-end products.
In particular, in 2013, after five years of stimulating consumer policies gradually withdrew, coupled with encounters in the downturn of the stock and housing markets, and increased downward pressure on the economy, the wave of Internetization has spawned many emerging forces to join the color TV industry, and thus retail sales for the first time in 2016 Break 50 million units.
In addition, thanks to the joint efforts of Internet TV brands and traditional TV companies, China has become a brand-new technology and new product promotion center, becoming the first place for new technologies and popularizing frontier markets: In 2017, the penetration rate of China's smart TVs has reached 85%. The penetration rate of large-size products with 55 inches or more reached 40%. At the same time, 4K UHD penetration rate has reached 58% with domestic 4K ultra-high-definition TV stations not yet launched. 4K penetration rate of products over 55 inches is as high as 95%.
More importantly, through the in-depth popularization of the industry, the period of safe use of color TVs in China has been shortened from the previous 12 years to the current 7 years, and along with the gradual maturity of technologies such as flexible and printing, it will enter the display ubiquitous in the next 5-10 years. The world, the definition of traditional television will be completely rewritten. Internet TV is a great booster of smart applications and has become the biggest contributor to the definition of smart home centers.
Five years ago, China’s TV industry has given birth to a branded camp with an era of Internet TV. At the same time, it is thanks to the joint promotion of Internet companies represented by Xiaomi TV and traditional manufacturers. Outstanding performance, this is a complementary process. Although this year's television industry has encountered severe winters, new emerging technologies such as OLED/QLED and artificial intelligence are still aggressive. Internet TV is also actively transforming from software content to hardware innovation. We have reason to believe that the future will be aided by Internet companies headed by Xiaomi. Pushing down, China's television industry will also enter a new historical period.
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