Recently, WitsView, a world-renowned market research organization, announced the global shipments of LCD TVs in 2016. The top five TV brands accounted for two seats of Chinese products, and Hisense and Samsung and LG Electronics (LGE) entered the top three.
Another noteworthy data is that according to the latest analysis of WitsView, large-screen TVs (50 inches and above) will account for nearly 30% of total shipments in 2017, and UHD-resolution products will reach 31.5% of total shipments. . This indicates that the era of high-end large-screen TVs in the global color TV industry has arrived, and competition in the color TV industry will shift to a new battlefield.
The trend of the big screen is irreversible. The Chinese market is smaller than the small size TV. The visual range of the big screen TV is wider, and the visual experience is even more shocking. It is even more daunting in the living room. At the same time, as a home entertainment center, accompanied by the use of online games, theaters, and other modules in color TVs, large-screen TVs can carry more interactive requirements and achieve visual and audio effects unmatched by other devices such as mobile phones and PADs, improving user experience.
Looking at the global TV market, the big screen has become an irreversible trend. In 2016, the proportion of shipments of 32-inch TVs has been reduced from the previous 30% to 29.1%, and in 2017 it will also drop to 27%. The proportion of shipments of large-size TVs with a size of more than 50 inches rose by 5 percentage points to 23.6% in 2016, and will further increase to 27.4% in 2017.
In the domestic market, large screens are becoming more popular. In 2012, the share of 32-inch TV retail sales was as high as 37%. By July 2016, it had dropped to 20%. The retail volume of 55-inch TVs increased from 7% to 24% in the same period, making it the single largest share of retail sales.
In the large-sized TVs, Hisense TV performed the most attractively. The data showed that from January to December 2016, Hisense 55 accounted for 17.63% of the total sales, ranking first, and at 85 inches and above. In the market, Hisense Laser TV is one of the best companies in the market, with a market share of over 40% in the country.
The elimination of high-end quality is the way out The emergence of Internet TV has stirred up the market, and a large number of Internet TV brands such as Xiaomi, Storm TV and PPTV have seized part of their share space by relying on cost-effective strategies and outstanding operating capabilities. However, the increase in the price of LCD panels at the end of 2016 caused Internet TV prices to increase, resulting in low price positions. At the same time, people also questioned this model of not relying on hardware to make money and relying on low-cost occupation of the market.
In fact, the overall performance of the emerging Internet brands is not optimistic. In addition to the early entry of millet, LeTV, etc., most of them are still in a relatively difficult period. According to industry sources, brands that will only fight prices in 2017 and do not understand how to operate will be eliminated.
The same is true for Internet TV. Positioning the high-end Hisense VIDDA is another performance. According to the data of China Yikang, taking December 2016 as an example, the VIDAA brand has surpassed 70% of the market share in the 55-inch 5999+ TV market.
From this point of view, low-cost strategies are not the best of Internet TV. Consumers are not solely price-driven when purchasing TVs. Brands and quality are important references for purchasing. Internet thinking, which sticks to low-cost strategies, cannot be sustained. This is a very deadly blow to Internet TV with weak technical accumulation.
The competition for next-generation display technology The rise of laser television At the end of 2016, Changhong officially launched a series of laser theater products. Prior to this, Hisense had been pushing laser television products for more than a year. Changhong said that the only way to push for this is because consumer demand has been stimulated and the market has just matured.
In addition to the two traditional manufacturers, other brands such as Kami, nuts, and micro-whales are constantly making technical attempts, and the laser TV market is completely activated. As a result, the competition for the next-generation display technology has also officially entered the quantum dot, OLED, laser three strong situation.
Take Hisense laser TV as an example, 88-inch size starts, compared with the mainstream 55-inch LCD TVs, and the price is only one-third to one-third of the same size LCD TV, 100-inch minimum is only 60,000 yuan. More importantly, Hisense Laser TV currently has 217 core patented technologies and has completely independent operations from R&D and design to complete machine production. When competing with international brands in the future, price and cost will undoubtedly increase. Hold more advantages.
The inner driving force of consumption upgrades and high-end big-screen TVs Currently, China is ushering in a wave of new consumer upgrades. Consumers are transforming their lives into living and enjoying lives, which is also traditional survival and material consumption. We began to let you be in the process of new consumption such as development and service.
With the internal promotion of consumption upgrade, the demand for high-end large-screen TVs pursuing quality and enjoyment has been further stimulated. As with the mobile phone's big screen process, using a 5.5-inch mobile phone will make it difficult to use 4.0 inches back. Once the door to the high-end big-screen TV consumer market is opened, the active demand of consumers will only increase.
Take Haixin, a domestic TV leader, as an example. Since 2016, Hisense has consistently pursued a mid-to-high-end product strategy globally, and has conducted comprehensive optimization and upgrades in terms of product quality, price, and service. As a result, its sales volume has unexpectedly increased. , sales situation and sales structure to achieve dual-optimal mode.
The arrival of the high-end big-screen development trend also announced that the bottomless price war has become a thing of the past. With the upgrading of consumption structure and continuous optimization of product structure, market consumption will gradually return to rationality. In 2017, quantum dot TVs and laser televisions, which represent high-end trends, will become a trend, and color TVs will also develop toward a large-screen, intelligent, and qualitative route. Seizing the high-end big screen market will become a new target for all TV manufacturers in 2017.
The trend of the big screen is irreversible. The Chinese market is smaller than the small size TV. The visual range of the big screen TV is wider, and the visual experience is even more shocking. It is even more daunting in the living room. At the same time, as a home entertainment center, accompanied by the use of online games, theaters, and other modules in color TVs, large-screen TVs can carry more interactive requirements and achieve visual and audio effects unmatched by other devices such as mobile phones and PADs, improving user experience.
In the domestic market, large screens are becoming more popular. In 2012, the share of 32-inch TV retail sales was as high as 37%. By July 2016, it had dropped to 20%. The retail volume of 55-inch TVs increased from 7% to 24% in the same period, making it the single largest share of retail sales.
In the large-sized TVs, Hisense TV performed the most attractively. The data showed that from January to December 2016, Hisense 55 accounted for 17.63% of the total sales, ranking first, and at 85 inches and above. In the market, Hisense Laser TV is one of the best companies in the market, with a market share of over 40% in the country.
The elimination of high-end quality is the way out The emergence of Internet TV has stirred up the market, and a large number of Internet TV brands such as Xiaomi, Storm TV and PPTV have seized part of their share space by relying on cost-effective strategies and outstanding operating capabilities. However, the increase in the price of LCD panels at the end of 2016 caused Internet TV prices to increase, resulting in low price positions. At the same time, people also questioned this model of not relying on hardware to make money and relying on low-cost occupation of the market.
In fact, the overall performance of the emerging Internet brands is not optimistic. In addition to the early entry of millet, LeTV, etc., most of them are still in a relatively difficult period. According to industry sources, brands that will only fight prices in 2017 and do not understand how to operate will be eliminated.
The same is true for Internet TV. Positioning the high-end Hisense VIDDA is another performance. According to the data of China Yikang, taking December 2016 as an example, the VIDAA brand has surpassed 70% of the market share in the 55-inch 5999+ TV market.
From this point of view, low-cost strategies are not the best of Internet TV. Consumers are not solely price-driven when purchasing TVs. Brands and quality are important references for purchasing. Internet thinking, which sticks to low-cost strategies, cannot be sustained. This is a very deadly blow to Internet TV with weak technical accumulation.
The competition for next-generation display technology The rise of laser television At the end of 2016, Changhong officially launched a series of laser theater products. Prior to this, Hisense had been pushing laser television products for more than a year. Changhong said that the only way to push for this is because consumer demand has been stimulated and the market has just matured.
In addition to the two traditional manufacturers, other brands such as Kami, nuts, and micro-whales are constantly making technical attempts, and the laser TV market is completely activated. As a result, the competition for the next-generation display technology has also officially entered the quantum dot, OLED, laser three strong situation.
Hisense Laser TV
Compared with traditional TVs, laser televisions are more realistic and eye-safe. Compared with LCD TVs of the same size, the price is lower, and it is expected to develop rapidly in the ultra-large screen market. Laser TVs can easily achieve 100 inches, and there is no problem with larger sizes. The 100-inch LCD TV is already approaching the limit, and there is no room for further growth. Even a 100-inch LCD TV is priced at several tens of thousands of yuan. The price of more than 100 inches is almost astronomical, and it is not affordable for the average family. The domestic first-line brand of laser television is currently at the level of 6-8 million, so in the realization of large-scale, not only has more space for laser television, its economic effect is also better. Take Hisense laser TV as an example, 88-inch size starts, compared with the mainstream 55-inch LCD TVs, and the price is only one-third to one-third of the same size LCD TV, 100-inch minimum is only 60,000 yuan. More importantly, Hisense Laser TV currently has 217 core patented technologies and has completely independent operations from R&D and design to complete machine production. When competing with international brands in the future, price and cost will undoubtedly increase. Hold more advantages.
The inner driving force of consumption upgrades and high-end big-screen TVs Currently, China is ushering in a wave of new consumer upgrades. Consumers are transforming their lives into living and enjoying lives, which is also traditional survival and material consumption. We began to let you be in the process of new consumption such as development and service.
With the internal promotion of consumption upgrade, the demand for high-end large-screen TVs pursuing quality and enjoyment has been further stimulated. As with the mobile phone's big screen process, using a 5.5-inch mobile phone will make it difficult to use 4.0 inches back. Once the door to the high-end big-screen TV consumer market is opened, the active demand of consumers will only increase.
The arrival of the high-end big-screen development trend also announced that the bottomless price war has become a thing of the past. With the upgrading of consumption structure and continuous optimization of product structure, market consumption will gradually return to rationality. In 2017, quantum dot TVs and laser televisions, which represent high-end trends, will become a trend, and color TVs will also develop toward a large-screen, intelligent, and qualitative route. Seizing the high-end big screen market will become a new target for all TV manufacturers in 2017.
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