Intelligent Occupation Bacheng Market Domestic Color TV Pursues Intelligence Against the Market

In 2012, the color TV industry passed through the first half of the year. Although the major companies’ semiannual financial statements have not yet been formally announced, the performance of the first five months announced has been initially foreseen: Foreign TVs will remain in a loss-making quagmire. However, the domestic legislature borrowed the smart TV opportunity and continued to expand its sales and sales results. It could be described as “several families happy and happy”.

According to statistics, smart TVs have occupied nearly 40% of the market share of flat-panel TVs and become the dominant force in the market. Domestically produced TV sets have occupied 80% of smart TVs.

Global color TV market continues to be weak

A few days ago, DisplaySearch’s latest quarterly global TV shipment and forecast report pointed out that global TV shipments in the first quarter of 2012 decreased by nearly 8% from the same period last year, the largest drop since the second quarter of 2009. At the same time, WitView, a panel research division of TrendForce, also reduced the overall shipments of LCD TVs in 2012 from 216.5 million units to 214.5 million units, and said that it would not rule out the possibility of further revision. Liu Chenhong, WitsView research associate, said that the main factor in the overall demand reduction is that the overall economic performance has continued to be weak, and the debt problem in Europe has remained unresolved, affecting consumer confidence in the consumer market.

Sino-Irish data also showed that in the first half of this year, the sales volume and sales volume of the domestic color TV market showed a downward trend. From January to April of this year, the total retail volume of the color TV market was 5.5371 million units, a year-on-year decrease of 19.22%, and retail sales were 229.46. Billion yuan, a year-on-year decrease of 24.49%. Among them, LCD TVs were the main sales entities, with retail sales and retail sales falling by 17.89% and 24.13%, respectively.

“Overall, the global TV market is facing a severe situation,” said Liu Buchen, an observer of the home appliance industry. The Japanese and South Korean color enterprises that have fallen into losses since last year are undoubtedly under pressure. It is reported that many foreign TV giants have taken various measures to “save the market,” but with little success. For example, Sharp and Hon Hai have reached a strategic alliance but have not seen a loss. Samsung has also actively enriched its product lines and sank into China's 3rd and 4th tier markets. However, it has yet to make breakthroughs and change hands recently.

However, in stark contrast to foreign TVs, domestic TV sets are well-positioned in the field of smart TVs, and under the backdrop of a weak industry in the big industry, they have achieved eye-catching breakouts against the market.

Domestic color TV accounts for 80% of intelligent market

Statistics show that under the background of the overall decline in flat-panel TVs, smart TVs have gained growth and become the dominant force in the color TV market. According to data from Zhongkang, the retail volume of smart TV market in January-April this year was 1,481,500 units, and retail sales were 8.382 billion yuan. From a quantitative point of view, smart TVs account for 26.76% of the overall proportion of flat-panel TVs; from the sales point of view, smart TVs account for 36.53% of flat-panel TV retail sales. According to the DisplaySearch report, shipments of smart TVs are expected to increase by 1.5 times in 2012 compared to last year. By 2015, global smart TVs are expected to exceed 130 million units, which is close to 50% of global TV shipments.

Han Jianhua, secretary-general of Shanghai Jiaotong Electric Appliance Industry Association, said in an interview with this reporter that since August 2011, six domestic color TV manufacturers represented by Haier, Changhong, Konka, TCL, Skyworth and Hisense have taken the lead in the deployment of smart TVs. The field to seek the industry "Blue Ocean". During this period, foreign brands are still pushing the concept of 3D, making domestic brands account for more than 80% of the smart TV market, taking the lead.

It is reported that since the first half of this year, TCL, Konka, Hisense, Skyworth and other mainstream domestic color TV operators have substantially increased the proportion of smart TV, TCL and Konka have increased the proportion of smart is more than 30%, of which TCL has created a full industrial chain "Cloud Strategy." In addition, Skyworth and Hisense have also increased the proportion of their healthy cloud TV and social TV shipments and terminal layout.

TCL Marketing Department officials told reporters that thanks to the success of smart layout, the first five months of this year, TCL LCD TV sales increased by 72% year-on-year, and the annual sales target from the 13.8 million units at the beginning of the year raised to 15.2 million units.

Smart TV faces two major problems

"In fact, smart TVs also serve as a breakthrough for color TV manufacturers to gain profit." Home appliance industry observer Hong Shibin told reporters that statistics from January to April this year showed that the average unit price of domestic brand smart TVs was 4,953 yuan, and a few have launched smart TVs. The average unit price of foreign brands is 9862 yuan, gross margins should all be in double digits, much higher than ordinary LCD TVs.

He said that at present, most domestic brands have established their own application stores and developed a large number of practical applications that suit local consumer needs. Domestic smart TV's full compatibility with various video formats is also a major highlight. However, domestic color TVs still face two major problems: First, they must strive to improve the user experience. Second, they must innovate the profit model as soon as possible, for example, from selling hardware to taking into account the selling of software.