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Decreasing Of TV OLED Touch Screen
Aug 09, 2018

In the 2107 years of the “cold winter” downturn, with the pressure on the upstream panel to ease, it seems reasonable to see the “recovery” of the color TV market in 2018. According to the national retail monitoring data of GfK China, the retail sales of China's flat-panel TV market in January-May 2018 achieved a year-on-year growth of 7.3%. It is expected that the overall market retail volume in the first half of 2018 will reach 8. 4% growth. So, what is the performance of the color TV market in the first half of 2018?

The “quantity increase and decrease” brought by the panel down

In the past two years, the price of the upstream panel has been fluctuating, and the overall market of color TV has been in turmoil, and the market competition is fierce. Avi Cloud (AVC) omnichannel data shows that the color TV market broke through 50 million units for the first time in 2016. In 2017, color TVs experienced the largest decline in history, that is, the volume of retail sales was 47.52 million units, down 6.6% year-on-year.

In 2018, the price of upstream panels has dropped significantly compared to 2017. The price of key sizes has dropped by more than 20%. Panel prices have entered the downtrend channel. Coupled with the demand for sports events such as the World Cup, the overall shipments of the global color TV market are optimistic. According to the total data of Aowei Cloud.com, the global color TV market shipments reached 99 million units in the first half of the year, up 4.9% year-on-year. The downward trend of the panel also brought good benefits to the Chinese color TV market. In the first half of 2018, the retail volume of China's color TV market was 22.6 million units, up 3.6% year-on-year. According to Zhongyikang statistics, in the first half of 2018, the size of China's color TV market reached 22.26 million units, an increase of 0.7% year-on-year.

Well-being, the disaster is in vain. The downward price of the panel has brought vitality to the “quantity” of the color TV market, but it has brought impact to the “amount”. Along with the decline in panel prices, the average unit price has dropped. Industry sources said that the price cut in the first half of this year is the “main theme” of the entire color TV market. Even the average size of LCD TVs in the first half of the year has been lower than the 2016 level. The price of the whole machine is repeatedly refreshed to the lowest price in history, such as 799 yuan for 32 inches, 1799 yuan for 55 inches and 2898 yuan for 65 inches. GfK data also shows that the average price of the overall color TV market in January-May 2018 decreased by 4.7% year-on-year. Among them, the online market opened the “price war” early, and the average price dropped 11.6%.

Driven by the "price war", the decline in sales seems to be an inevitable trend. The overall data of the Orvieto Cloud Network shows that in the first half of 2018, the retail sales of China's color TV market was 72.5 billion yuan, down 2.0% year-on-year. According to statistics from Zhongyikang, in the first half of 2018, the retail sales of China's color TV market was 71.1 billion yuan, down 5.9% year-on-year.

Zhu Yuanyuan, deputy general manager of the Ovi Cloud Network's Black Power Division, believes that in the first half of 2018, the Chinese color TV market is underdeveloped in a complex environment, showing a growth in volume. The growth of retail volume in the first half of 2018 was only a recovery, and the price war was the biggest dilemma in China's color TV market.

According to the analysis of Aowei Cloud Network, the panel downturn will bring good benefits to the Chinese color TV market, but its development still faces many challenges. It is embodied in two aspects. One is the dilemma brought by the price war. In the 30 years of rapid development of China's color TV industry, the large-scale price war has exceeded 20 times, with an average of 1.5 years. The price war is like the “prisoner's dilemma”. , consuming the overall benefits. In addition, the reduction and upgrading of domestic demand is another major challenge facing the color TV industry. Under the mobile Internet, when family entertainment enters the era of multi-end coexistence, mobile phone replacement TV becomes the longest audio-visual equipment for users, and the demand for TV is reduced; Under the upgrade of consumption, high-quality, high-grade, high-quality products have become the focus of market pursuit.

"Online to the left, offline to the right" - channel performance polarization

The rapid decline in panel prices also provided a guarantee for the recovery of the online market. After the machine manufacturers got rid of the heavy burden of the panel price, they switched from passive price increase to active profit, actively launched high-performance products in the online market, and restarted the “price war”. . According to GfK data, the retail sales of flat-panel TV online market in the first five months of 2018 increased by 49.2% year-on-year. Among them, the price range of 0-2000 yuan rose more than 100% year-on-year.

The data of Aowei Cloud Network shows that the average price of online color TV in the first half of 2018 was 2,545 yuan, down 10.2% year-on-year. The online market is dominated by cost-effective products. Through the “price war” to attract consumers to impulsive consumption and quickly achieve the “explosion” effect, the online display has experienced rapid growth. In the first half of 2018, online retail sales accounted for It reached 44%, an increase of 9 percentage points over the same period last year. Zhongyikang data also showed that in the first half of 2018, sales on color lines increased by 40.4%, and sales increased by more than 20%.

In the first half of 2018, the trend of consumption upgrading has been further strengthened. Most enterprises believe that the Internet e-commerce traffic dividend period has passed, and will enter a period of weak growth, while the offline market will increase with the consumption upgrade. However, the fact is that the offline market, which has been highly anticipated by traditional color TV brands, has experienced a significant decline. According to the analysis of Zhongyikang, in the first half of 2018, the sales volume under the color line decreased by 16.5%, and the sales decreased by 13.3%.

Online growth did not lead to overall market growth, but the offline channel fell across the board, with large chains falling 11% and other home appliances falling 12%.

In the first half of 2018, the color TV market “quantity increase and decrease” continued to struggle

"On the line to the left, down to the right, but on the force line, it is difficult to hide the market." This is the summary of the Chinese color TV market in the first half of 2018 by Peng Xiandong, general manager of the Consumer Electronics Division of Zhongyikang.

I still remember that the color TV industry just returned from the 2017 robbery. At the beginning of 2018, various corporate media expressed their optimism about the color TV market this year. They believe that in the big environment of panel price decline and the diversified upgrade and transformation of various enterprises, The color TV market will usher in the spring. The forecast data of relevant institutions also reflected this point. At the beginning of the year, Zhongyikang predicted that the retail volume of color TV market in 2018 would be 49.6 million units, up 2.6% year-on-year, and the retail sales would be 163.4 billion yuan, up 0.43% year-on-year. According to the forecast data of Ovi Cloud, the retail sales of the color TV market will reach 48.88 million units in 2018, an increase of 3.1% year-on-year. The retail sales will reach 159.7 billion yuan, down 2.1% year-on-year; GfK flat-panel TV retail market forecast The data shows that the size of China's TV market is expected to reach 45.75 million units in 2018, a year-on-year increase of 3%.

Based on the sales situation in the first half of the year, it seems difficult to achieve the goal of “2018 annual retail sales to maintain a 2-3% growth, retail sales will not decline” unless there is a big turn in the market in the second half of 2018. Peng Xiandong said, "From now on, this kind of depression in China's color TV market is difficult to change, and it is estimated that it will continue until 2019 and even 2020."

However, the world is unpredictable, and there are still five months from the end of the second half of 2018. It is not necessarily impossible for the complicated and volatile TV market to usher in the second half of the year. According to the latest forecast data of Aowei.com, the retail volume of the color TV market will reach 49.13 million units in 2018, up 3.4% year-on-year. The retail sales will reach 159.7 billion yuan, down 2.0% year-on-year. The trend will further deepen, and the sales area will reach 34.7 million square meters, an increase of 10.0%. According to the analysis of Aowei Cloud Network, the favorable price of panel and the concentrated outbreak of promotion in the second half of 2018, the market growth potential is still there.

According to GfK analysis, online is still the main growth point in the second half of the year. In addition to small and medium size, the oversized size of the online market is expected to usher in a breakthrough, especially 75 inches. With the successive listing of low-priced products from domestic and Internet brands, the online market is expected to usher in an explosion. In such a big environment, how to use the "new retail" trend to help divert, do store management and optimization, and improve customer service and experience will be the direction that the offline market needs to focus on.


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