The data shows that in 20 18, the retail volume of domestic color TV market was 47.74 million units, a slight increase of 0.5% year-on-year; The scale of retail sales was149 billion yuan, down 8.6% year-on-year, and the average retail price was 3 12 1 yuan, down 9% year-on-year.
How competitive is the color TV industry in China? Will industrial development go downhill? And listen to what the industry has to say.
Global frontier forces
65438+ 10/7, China Intelligent Display and Innovative Application Industry Conference and CRC 20 18 Annual Color TV Industry Research Conference were held in Beijing. With the theme of "Salute to TV Industry", this conference reviewed the development course and achievements of color TV industry, and analyzed the current operation status and trend of TV industry.
20 18 is the 60th anniversary of the birth of China TV industry. According to the data, in 20 18, China's TV production reached1600,000 sets, accounting for 70% of global shipments, and its exports (including TV manufacturers' export of complete sets and sets) reached1250,000 sets, accounting for 55% of global shipments.
"China TV industry has now become the largest, fastest-growing and most competitive industry in the world, and has always been in a pillar, leading and strategic position in China's electronic information industry." Hao Yabin, vice president and secretary general of China Video Industry Association, said that the development of China TV industry has experienced five great leaps, the TV production capacity has been rapidly improved, and the upstream strength has also been developed by leaps and bounds.
It is reported that Chinese mainland, as the largest panel production base in the world, has expanded its LCD panel production line to 13 (more than 8.5 generations), and the annual shipment of color TV panels accounts for 4 1% of the global market. In addition to the panel, the key technologies of smart TV, such as chip, operating system, codec, artificial intelligence voice and so on, are gradually localized and applied to high-end products on a large scale.
In recent years, China has gradually developed from a global color TV manufacturing center to an innovation center leading technology and market. China now ranks first in the number of patent applications in the display field, and is the country with the largest layout in the field of artificial intelligence intellectual property rights in the world. At the same time, China has become the weather vane and leader of global TV application, with the penetration rate of smart TV reaching 92% and the penetration rate of large-size products over 55 inches reaching 49%. The penetration rate of 4K TV reached 66%, and products over 55 inches achieved 4K ultra-high definition.
From the global market, it is obvious to all that China Color TV Corps has risen sharply, and its product strength and brand influence have improved rapidly. Among the top ten color TV brands in the world, Chinese mainland brand occupies 4 seats. As of the third quarter of 20 18, Hisense TV ranked in the top three in the global 4K high-end color TV market.
Low demand and low price.
The leap-forward development of China's color TV industry has made gratifying achievements, but it also faces problems and challenges that cannot be ignored. The first thing to bear the brunt is low-price competition, and the price war has been plaguing the development of the color TV industry. For example, in 20 12 -20 16, Internet brands burned money everywhere and the price system of color TV market bottomed out twice. The price war resumed in 20 17-20 18, and the average size of key color TV sets decreased by more than 10% in 20 18.
Blindly falling, falling, falling has not effectively boosted the color TV market. According to Aowei's monitoring, in the most price-sensitive online color TV market, the online market will increase by 9,479 units for every 65,438 0 yuan reduction in the average price in 2065,438+06, while the online market will increase by 90,965,438+0 units for every 65,438 0 yuan reduction in the average price in 2065,438+08, so the price reduction will have a negative impact on the market.
"Low-price competition directly leads to low profits. Since the second half of 20 18, the TV profit rate has been declining compared with the same period of last year, and business operations have become more and more difficult. " Zhu Yuanyuan, general manager of AVC Black Power Division, bluntly said that the competitive environment of domestic TV industry tends to deteriorate.
The price war reflects the deep-seated contradictions in the color TV industry. The domestic color TV market has low brand concentration and scattered discourse power. In 20 18, although the market share of the top five brands increased slightly, there were as many as 78 competing brands in the color TV market. In this case, serious homogenization competition has turned the color TV market into a red sea. Some researchers said that in 20 18 years, there was no breakthrough product innovation technology in the color TV industry, but the existing technology was further developed and expanded. Restricted by the cost and strategic layout of enterprises, new technology products are mainly oriented to the high-end market, and the sales volume in the whole color TV market is relatively low, and LCD TV is still the mainstream.
The declining demand for TV use is a long-term crisis. According to Zhu Yuanyuan's analysis, in the future, the TV industry needs to seize the post-90 s and post-00 s users, while the entertainment methods of young users are more inclined to mobile phones and smart devices, and the demand for TV products is decreasing. The data shows that in 20 18 years, the market size of intelligent micro-investment reached 26 1 10,000 units, up 102% year-on-year. The vigorous development of emerging substitute market has affected the development of color TV market to some extent.
Innovation drives to accelerate breakthroughs.
At the beginning of the new year, the color TV industry ushered in favorable policies. The head of the National Development and Reform Commission said that measures to stabilize the consumption of household appliances will be formulated.
There are also many positive factors at the market level. The rural color TV market will usher in the peak of upgrading. It is understood that at present, the purchase time of TV products in the rural market is concentrated during the period of 20/200912 home appliances going to the countryside. By 20 19, the service life of these products will reach 7- 10, and they will enter the replacement period. According to estimates, the sales scale of color TV sets during the period of home appliances going to the countryside was 74.9 million units.
This year, China Video Industry Association will jointly launch a "trade-in" campaign with mainstream color TV manufacturers to promote the upgrading of LCD TV products after seven years.
According to the forecast, the color TV market in China will recover in 20 19, and the retail volume of color TV is expected to reach 485 1 10,000 units, up by1.6% year-on-year. Retail sales reached 654.38+046.8 billion yuan, down 654.38+0.5% year-on-year.
For the development of color TV industry this year, Zhu Yuanyuan and other insiders believe that compared with the past, the role of external stimulus factors on color TV industry will be weakened, and its development will mainly rely on itself and will enter an endogenous development cycle. In particular, manufacturers must grasp the three elements of technological innovation, consumption-driven, and user connection, adhere to the industry value, grasp the essential needs, and conduct healthy competition.
Higher definition, better sound quality, stronger processing performance and larger size are still the development trends of the TV industry. "This year's 4K standard, 8K is expected to catch the train with 5G technology popularization to achieve growth and truly usher in the first year." Peng Jianfeng, Deputy Secretary-General of China Video Industry Association, predicted that 8K ultra-fine resolution is more suitable for super-large display products, which will promote the development of super-large TVs of 75 inches and above.
Wang Zhiguo, CTO of Skyworth Group Co., Ltd. revealed that enterprises increased investment in technology research and development, and launched a full-screen TV on 20 18, leading the product innovation in the industry, and combined with iQiyi and baidu promotion AM sound effects. While doing a good job in products, Skyworth has also set up a marketing team, which can deliver products and connect them with consumers.
"It is difficult to promote the upgrading of the TV industry only by upgrading the display technology. The TV industry is shifting from product technology-driven to product, application, scenario and service-driven. " Hao Yabin pointed out that under the impetus of big data, cloud computing, 5G and the Internet of Things, TV has accelerated to become the control and display platform of the home Internet of Things.
At present, OTT has gradually become an important source of profit for TV manufacturers. According to relevant reports, the value of TV start-up advertisements in 20 18 is about 5 billion yuan, and there are 260 million OTT TVs that can be operated in 20 19, and the market scale will rise to 7-9 billion yuan.
According to the new situation, TCL has established a new vision of becoming the world's leading intelligent technology company, and is committed to providing users with products and services needed for intelligent and healthy life. Wang Cheng, CEO of TCL Electronics Holdings Co., Ltd. said that AI and IoT will become the most important technologies that will affect the whole form of home appliances in the future. In the future, TCL will continue to innovate products, lay the foundation for OTT operation, and build an interconnected, open, compatible, intelligent and healthy ecosystem based on intelligent terminal services.
There are indications that China TV industry is entering a new stage of scientific and technological revolution and industrial transformation. "The development and progress of the TV and display industries cannot be smooth sailing, and there will definitely be highs and lows." Hao Yabin pointed out that although there has been a growth bottleneck in the TV industry in the past year or two, this does not mean that the TV industry is a sunset industry. This industry is only on the eve of major changes in the development process.
It is understood that in the future, display is a service, and intelligent display will evolve into countless products, applications and services of "display+",which will drive trillions of industries. China Video Industry Association requires that the whole industry should be driven by innovation, do a good job of deep integration of intelligence and visualization, strive to seize the commanding heights of a new round of industrial competition, and realize the fundamental change from scale growth to high-quality growth.