From March 8th to 11th, China Home Appliances and Consumer Electronics Expo (AWE2018) was successfully held at the Shanghai New International Expo Center. As one of the largest comprehensive exhibitions with the highest specifications in China's home appliance industry, this year's AWE still brought together the active participation of many domestic and foreign home appliance and technology companies, and everyone spared no effort to show their "housekeeping skills".
Konka, a leading brand in the Chinese TV industry, released the world's first A2 art glass TV, a new 75-inch 8K split TV and new OLED products at the conference. Its sales revenue in 2017 exceeded the trend of 30 billion yuan, and the annual profit was 5 billion yuan, year-on-year The impressive performance, which has increased by more than 50 times, has attracted great attention. Moreover, at AWE2018, Konka also put forward the prospect of achieving a sales revenue of 40 billion yuan and a net profit of 450 million yuan in 2018. In terms of the overall color TV market situation and technology trends, can Konka do what it wants?
The market remains optimistic in 2018
Looking back on the past year, the color TV industry has suffered unprecedented development pains. Aowei Cloud Network (AVC) push total data shows that affected by complex factors such as rising panel prices, tightening real estate policies, and Internet TV brand impact, the retail scale of China's color TV market in 2017 was 47.52 million units, a year-on-year decrease of 6.6%. It is particularly emphasized that from March 2016 to April 2017, color TV panels experienced the longest price increase cycle. In 2017, 220 million units were shipped globally, a year-on-year decrease of 3.3%, which resulted in the sluggish color TV market last year. The culprit. So, will the market continue this unfavorable situation in 2018?
AVC predicts that the retail scale of the color TV market will reach 48.98 million units in 2018, a year-on-year increase of 3.1%, and the retail sales will reach 159.7 billion yuan, a year-on-year decrease of 2.1%, and the sales area will reach 3454. Million square meters, a year-on-year increase of 9.4%. It believes that in 2018, the overall supply and demand of upstream panels will be loose throughout the year, and production capacity will continue to increase; the real estate policy is gradually loosening, the demand for upgrades has increased, and the pull of new demand has rebounded, so the color TV market in 2018 remains optimistic.
Judging from the current industry production, many panel production lines around the world have begun to enter the ramp-up phase of mass production, which means that global panel production capacity will continue to increase. More institutions predict that global panel production capacity will continue to increase in 2018, and the supply-demand ratio will reach more than 5%. The overall supply and demand of TV panels are loose, and panel prices are expected to continue to fall, and the cost pressure of color TV companies will then be eased. As the supply side continues to improve, color TV companies have gradually optimistic expectations of the market size. It is estimated that the estimated shipments of the five major domestic companies in the Chinese market in 2018 will increase by 23% year-on-year, an increase of 17% from 2017.
At the same time, 2018 coincides with the climax of replacement of the first batch of LCD TVs, and on the demand side as a whole, it will achieve recovery growth relative to 2017. In addition, in 2018, major sports events such as the World Cup in Russia and the Winter Olympics will be held. Driven by the sports events, the demand for the TV market is expected to grow rapidly, and the overall sales growth rate of the global industry is expected to be around 3%.
Regardless of the supply side or the demand side, the color TV market in 2018 is expected to be optimistic, which undoubtedly gives Konka and other leading TV companies an opportunity to distance themselves from peers. The favorable market is fueling the flames, which will greatly help Konka achieve its sales targets.
Sitting on the competitive strength of differentiated products
With the deepening of consumption upgrades and industrial structure upgrades, what the market really competes is actually the hard power of products behind innovative technologies. This is very obvious in the more mature color TV industry. Dong Min, vice president of Aowei Cloud, believes that in 2018, color TV companies need to improve their competitiveness through differentiated products, one is to improve the display effect through advanced display technology; the other is the combination of artistic design and practicality; It is to achieve high-quality interactive experience through technological means.
Obviously, from the display of a series of new black technology products of AWE2018 Konka TV, its unremitting efforts in technological innovation are also in line with the current technological development situation and endow products with differentiated competitiveness. First of all, the Konka A2 full art TV endorsed by the famous director Jia Zhangke uses high-strength tempered art glass as the front and back panels, and transparent glass substrates are used on the front and back of the frame to achieve the "borderless" effect. In actual viewing, it can be It helps consumers extend their field of vision and obtain a better viewing experience.
In addition, Konka A2 Art TV is also equipped with Dolby Vision HDR imaging technology. Using the HDR innovation technology used in Dolby’s most advanced theaters in the world, Dolby Vision is the industry’s first-class and only end-to-end HDR solution. Bring higher brightness and contrast, as well as more comprehensive and rich colors, and bring changes to the entertainment experience.
At the same time, from the perspective of advanced display technology, the 8K TV brought by Konka adopts the popular split design in the industry. Due to the adjustment of the back structure, the internal hardware unit has been completely separated from the TV screen, so that the TV can be displayed in appearance. The design further breaks the boundaries and presents users with thinner and more fashionable products, so as to decorate the home more flexibly. In terms of picture quality, Konka’s 8K split TV is currently the only product in the world that displays 8k 60P signals through one line. Through the lossless transmission of the internal signals of the 8K signals, the images are restored losslessly. The release of Konka's 8K TV will break the embarrassing situation of 8K TV being applauded but unable to be popular.
In addition to 8K, Konka, one of the first companies in the world to join the OLED camp, is showing new OLED TV products that also support Dolby? Dolby Vision (Dolby Vision?) HDR imaging technology shows the strong strength of the pioneers in the field of OLED TVs.
In terms of high-quality interactive experience, Konka not only focuses on improving the "shape + experience", but also focuses on optimizing the concept of "picture quality + sound quality". New products such as Konka 8K TV and A2 art TV are based on standard artificial intelligence, which realizes the integrated appearance, The all-round improvement of the trinity of vision and hearing.
Behind the trendy products of the industry is Konka's early deployment of high-end large-screen displays and artificial intelligence, thus leading the upgrade of consumer consumption structure. The current color TV technology is very diversified, which brings more market opportunities for the development of enterprises. As a leading company in the industry, Konka has already quickly established its own barriers from the upper, middle and lower reaches of the industrial chain, gaining more market resources through the first-in-class advantages of new technologies, and at the same time more accurately tapping consumer demand and expanding the space for product differentiation. Realize the industrial layout quickly.
The effect of system reform began to appear
In fact, the most distinctive place of Konka TV lies in its own reform and development. In 2016, Konka began to pierce the “ceiling†of the system and established a highly competitive, fully market-oriented, and industry-matched operating system; in 2017, Konka has been actively promoting the upgrading of development models and the transformation of mechanisms and systems. In early 2017, Konka also returned Completed the social competition for the senior management team, and actively carried out integration and restructuring of existing businesses to continuously improve organizational efficiency.
Up to now, Konka has changed the previous model of solely relying on hardware as the main means of profit, and established the development model of "hardware + software", "terminal + user", "investment control + finance", and "technology + industry + urbanization" "The idea of ​​expansion.
Konka is not only to be a color TV business company, but also to accelerate diversified expansion and transform into an investment holding group. On the one hand, I hope to expand new product lines through mergers and acquisitions, independent research and development, or deployment of incubators. On the other hand, I hope to achieve expansion through investment and mergers. Finally, I hope to form an IoT ecosystem through direct investment... Konka's system reform is taking shape step by step, and the reform effect will be gradually released from this year, and the rapid expansion of the TV business will be promoted, and the leading advantage will be amplified again.
At present, the color TV market has ended its scale expansion, and the adjustment of product structure to drive demand release will become the main theme of market development and conform to the background of China's consumption upgrade. In this process, Konka TV continues to provoke consumers' demand nerves through differentiated products, and continues to increase the increment with a unique reform model. It is not difficult to foresee that in various favorable conditions in 2018, Konka TV's vision of 40 billion in sales revenue and 450 million in net profit will surely be reflected in reality!
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