2016 TV Industry Data Report

As a major television producer and consumer in the world, the domestic color TV market has been sluggish in recent years. “Fighting sales with prices” and “increasing output without increasing revenue” have become the norm in the color TV industry. Some TV manufacturers have also been trapped in low profit or even negative profits for a long time. Mud. In 2015, the total size of China's color TV market was 47 million units. The industry once considered that the market scale has reached the ceiling when the market is becoming saturated and the TV operating rate is not high.

However, in the past 2016, the retail sales of China's color TV industry have performed well, with a historic breakthrough of 50 million units. According to research firm Aowei Cloud Network, the total retail volume of China's color TVs in 2016 was 50.89 million units, an increase of 7.8% year-on-year; retail sales were 156 billion yuan, a year-on-year decrease of 1.8%.

Peng Jianfeng, deputy secretary-general of China Electronic Video Industry Association, believes that from the perspective of market demand, China's domestic demand still has potential, large-size products and new technology products have become mainstream, and product upgrades will speed up the replacement of television products, and the future market size of color TV industry It will continue to grow.

Ovid Cloud predicts that China's color TV market will continue to grow in 2017. It is expected that the retail volume of China's color TV market will reach 53.10 million units, an increase of 4.2% year-on-year, and retail sales will reach 164 billion yuan, up 5.1% year-on-year. .

It is worth noting that in the domestic color TV market, the sales volume of foreign TV brands has fallen below 15%, and the strong Samsung, Sharp, Sony, and LG in the past are no longer in sight. According to the data, as of December 2016, Sony TV's market share in China was 2.1%, retail volume was down 24.1% year-on-year, retail sales were down 17.5% year-on-year, and sales ranked the top ten, ranking eleventh.

The market share of Chinese brands began to rise. The data shows that in 2016, the share of Chinese TV brands in the world reached 30%, surpassing that of Korean brands, ranking first in the world for the first time. In the future, with the color TV companies such as Hisense, TCL, Skyworth, and Sichuan Changhong all strengthening their overseas operations, the export performance of Chinese color TV companies will be even stronger.

Internet TV has gradually become a standard competition

With the popularity of broadband and the richness of Internet content and applications, Internet TV is playing an increasingly important role in the domestic color TV market. The "2017-2017 TV Industry Annual Development Report" released by Hisense shows that in 2016, the penetration rate of Internet TV in China's color TV market reached 84.7%, which has become a standard for consumption. Correspondingly, the habit of users watching television on the Internet has been developed. Hisense Internet users big data research shows that the average daily online time of Internet TV users is close to five hours. On-demand video on demand has become the first choice for users to watch TV, accounting for more than 68% of the time users watch videos.

According to Lin Shushun, a WitsView research manager at home appliance research institutes, in 2016, Chinese Internet brands such as LeTV and Xiaomi, etc., have rapidly picked up cost-effective TV products in the global LCD TV market, changing people’s spending habits, and also increasing the sales promotion line. , The launch of activities such as fans' festivals and rice flour festivals will stimulate demand for replacement. It is estimated that the Internet TV brand in 2017 will continue this sales strategy, and the Chinese traditional six major TV manufacturers will have to follow up in order to maintain market share.

For LeTV, Xiaomi and other Internet TV brands, they competed for market share with low prices and losses in previous years. With the increase in the number of users and the diversity of revenue sources, profitability will become the next target for Internet TV companies. . Recently, Internet TV brand LeTV announced that its super TV users have reached 10 million. According to Lexus, the new president, Liang Jun, the four core objectives of LeTV as of 2017-2019 are: from turning deficits into profits to substantial profits; China's annual sales volume will be the first; with China having the highest number of users who can operate high-value; Screen ecological operation income has accumulated over 20 billion yuan in three years.

In order to get rid of the “catfish effect” brought about by low-price competition in the Internet TV industry and prevent the homogenization of the low-end Red Sea fighting, major Internet TV manufacturers are seeking to break through. The reporter recently learned from PPTV television that PPTV TV is starting a new round of strategic exploration from the integration of the industrial chain, the exploitation of downstream content, and the entry into high-end markets. PPTV TV not only released a new product portfolio in 2016, but also chose to enter the high-end customized market.

Consumption tends to be high-end, large-size and high resolution into hot spots

At present, China is undergoing a new round of consumer upgrading. Most consumers have already gone from "basic consumption" to "quality consumption."

The China Household Appliances Association and the Red Roof Award organizing committee recently released the “High-end Consumer Electronics Consumer Survey Report” (hereinafter referred to as the “Report”) at the 8th Red Roof Awards Ceremony. According to the “Report”, 79.3% of consumers have plans to purchase high-end home appliances in the past six months. The purpose of their purchase of high-end home appliances is to improve the quality of life and the upgrading of home appliances. Among them, 69.9% of the people are seeking quality of life.

The reasons for consumers to buy high-end home appliances are exciting to manufacturers, but what are the companies to attract these middle- and high-income earners? For color TV companies, in addition to features such as ultra-thin, large-size, curved surfaces, etc., they also need to improve the experience of smart operations, designs, and sound effects, because the survey shows that middle- and high-income people have a The focus of the test accounted for 53.5%, 30.3%, and 29.9%, respectively.

The industry predicts that in 2017, major TV manufacturers will compete fiercely around large-size, high-resolution TV products.

Weng Zhenhua, general manager of AVC's black power division, said that the current hot spots in the market are UHD (high definition), HDR (high dynamic range), HCG (high color gamut), and the future is to adapt to the home. With the constant changes in form, the appearance of television will be more subversive and diversified. At the same time, with the impact of LCD large-scale acceleration on consumer psychology, large-size demand will continue to ferment in 2017.

Hu Jianyong, general manager of Hisense Electric also believes that the quality is still the main factor for users to buy TV, 2017 display technology competition will become the main theme of the competition. Hisense will develop the printing quantum dot TV, and will continue to develop and invest in laser TV. In addition, the era of large-screen television consumption has come. In 2017, the proportion of flat-panel TVs with a size of 55 inches or more is expected to reach 36.3%, becoming a growth segment in the market. In the next five years, the compound growth rate of the over 85-inch large screen market will reach 110%.

“Looking at the development trend of LCD TVs in 2017, brand manufacturers still focus on large-size and high-resolution, and curved and OLED TVs will also be the battleground for high-end market players.” Lin Xiaoshun said.

In addition, the curved TV market in the Chinese market will also usher in a rapid growth period in 2017. According to Qunzhi Consulting, in 2017, the shipment volume of curved TV market in China will reach 5.8 million units, and the penetration rate will be close to 10%.