Future color TV market will become a duel between China and South Korea

In recent years, various domestic color TV companies have regard Japanese companies as a target that exceeds them. However, the market share of Japanese brands has now been eroded by domestic brands, and there is no hope for Japanese companies to recover. However, unlike the Japanese brands’ global defeat in the global market and the Chinese market, Korea’s Samsung Electronics and LG Electronics’ global market share has risen to 40% in the second quarter of this year, with Samsung’s share of 28.5%. More than the sum of all Japanese brands. In the future, China's color TV market will experience a confrontation between China and South Korea.

First, Skyworth chased Japanese brands Recently, a well-known home appliance brand in China gathered veterans from all parts of the country to convene a marketing summary meeting in Nanjing, aiming at the situation of Japanese brands’ continued fermentation of the Diaoyu Islands incident and a sharp decline. The targeted marketing strategy for the next stage was launched. However, local brands with the remaining share in the Golden Week are also making the strategy of “reserve the rest of the world”.

Domestic companies made such plans because they were boosted by sales data in recent months. Since September, due to the shrinking market share of Japanese brands, the market share of local TVs such as Skyworth has continued to rise, while the “Eleventh” Golden Week has seen a 7% decline in sales in the industry based on data provided by Ovid Consulting. Next, Skyworth, Hisense and other sales have increased by about 15%.

However, Japanese brands such as Sharp and Sony are undoubtedly disasters. The latest data from third-party research firm Ovid Consulting shows that the overall decline rate of Japanese brands exceeds 40%, and the sharpest decline in the sales of Japanese brands is more than 50% year-on-year. %, Sony also has a decline of more than 40%.

Second, no hope for Japanese companies to rejuvenate For the Japanese brands that operate the Chinese market as the most important overseas market, the fall of the Chinese market will obviously become the last straw to overwhelm their layout in the global color TV industry, experiencing the global financial system in 2008. After the crisis and the Great East Japan Earthquake in March 2010 and the floods in Thailand in 2011, Japan's consumer electronics giants have lost ground in the global TV market, especially as the yen has appreciated by 40% in the past three years. .

However, for the Chinese market, which is still growing at a nearly double-digit rate, whether it is Sharp, which is in a financial crisis, or Sony, which has suffered a continuous loss for 8 years in the color TV business, they are reluctant to give up. In April 2012, Sharp, Sony and Panasonic were the three major Japanese giants. When collectively changing hands, the emerging markets including China will be used as the cornerstone for its re-emergence. However, for such an idea, Luo Qingqi, a senior director of Pall, believes that even without the Diaoyu Islands incident, the competitiveness of Japanese brands is gradually losing, and its share in China has dropped to less than 20% because of Japanese brands in smart cloud TV, 4K × The adoption of technologies such as 2K and non-flash 3D is lagging far behind Chinese brands, and its cost is lacking.

Third, the Sino-ROK confrontation situation has formed different from the Japanese brands' global defeat in the global market and the Chinese market. Although the performance in the Chinese market was unsatisfactory before, but rely on the cost advantages of the entire industry chain integration, South Korea's Samsung Electronics, LG Electronics in the world The market share has risen to 40% in the second quarter of this year, and the share of Samsung Electronics is as high as 28.5%, which exceeds the sum of all Japanese brands.

With the gradual withdrawal of Japanese brands, consumers with favorable impressions on foreign brands will choose Korean brands. This allows Korean brands to see opportunities to find breakthroughs in the Chinese market, especially in the high-end market. In the future, China's color TV market will experience a confrontation between China and South Korea.

Yang Dongwen, president of Skyworth Group, is full of confidence in the competition with Korean companies. He told reporters, “Although judging from the current situation, domestic color TV giants still have a 35% share of LCD panels in Korean brands, with the improvement of the domestic LCD panel industry. This proportion will gradually decline, and the cost advantage of local brands that have completed the LCD industry's industrial chain layout will become more apparent, and the upstream bottlenecks will also be completely resolved."

In addition, local brands have also undergone differentiation, and some of the color TV brands that have been left behind have maintained their position in the Golden Week or even declined. According to Wen Jianping, deputy general manager of Ovid Consulting, “domestic brands are also Differentiation occurs. As the mid-to-high-end market occupied by Japanese brands does not mean that all local brands can meet the demands of consumers in terms of brand influence and product quality, only a few domestic brands can compete in this battle for Japanese feasts. Become a winner."