The Spring Festival color TV market is a must for the color TV industry. The laws of the Spring Festival season will also reflect the general trend of the market for the whole year: For example, that millet 70-inch TV is the product with “sign†meaning.
"Big" can "win"
Before the Spring Festival, that is, after the high-profile launch of LeTV's 3G products, Miller TV's 3-inch 70-inch giant screen was released "in advance." There is a clear sense in this time node to try to grab the water. It is also the best practice for the development of TV industry in 2015.
According to the Ovid Consulting Research Report, in 2015 the domestic color TV market sold 46.74 million units, an increase of 4.8%; sales amounted to 157.2 billion yuan, an increase of 7.5%; the average price of 3363 yuan, an increase of 2.6%. All key data are far better than the global market level.
This achievement is closely related to the popularity of large-inch-inch products: Among them, the sales volume of 32-inch-inch-inch TVs has fallen by more than 8%; the market size of 55-inch products has increased by 6.5%, and the size of 65-inch products has increased by 200%. %, 70-inch product sales also nearly doubled. 2015 is the most significant year for the development of the domestic color TV market. The color TV with 42 inches or more has occupied more than 64% of the market, and more than one-third of consumers will choose color TV products with a size of 50 inches or more. .
The popularity of large-inch TVs has brought about multiple industry values: On the one hand, the increase in color TV market mainly comes from the “renewal of old machinesâ€. These so-called old color TVs are mainly 32-inch to 42-inch products. Among them, 32 and 37-inch TVs account for half. The motivation of these consumers is mainly due to the accelerated popularity of large-screen products, rather than the expiration of color TV life. This part of consumers is the key reason why the color TV industry can fully turn sales and sales in 2015.
According to market data, more than 8% of consumers shifted from the 1200-1500 yuan 32-inch color TV market to the 43-inch color TV market. The latter's average price exceeds 2,500 yuan. - Only this one can make the annual TV sales increase by more than 1.5%.
Therefore, both from the perspective of market share, or from the sales point of view, large-scale inch color TV, especially the sales growth of 50-inch or more products, basically determines the market performance of a color TV brand. This is why millet has to storm 70-inch giant screens in the New Year market.
The advantage of "price" and achievement of "big" dream
2015 is a typical "big inch" year. So consumers naturally have to ask why 2015 large-inch LCD TVs can accelerate the popularity of it? The core answer lies in price changes.
According to Ovid research data, TVs with 42 inches or more have average price declines of more than 10% for the whole year. Among them, 52 inches fell 16%, 55 inches fell 12%, 65 inches fell more than 20%. - This data is still based on the annual average. If the climax of the price drop in the same period in September and the following year, the decline will be even higher.
Among them, only one 55-inch product, the price decline in September exceeded 16% year-on-year, which led to the 55-inch color TV became the king of sales in the hot season of the color TV in September - the market's year-on-year share rose from less than 15% in 2014 to twenty four%. This structural market opportunity change has become the main sales pillar of the new brand of micro-whales. For the whole year, 55-inch TVs have occupied an overall market share of more than 18%.
The large-scale price decline is the reason for the large-size inch sales of color TV products. This reason is also the key to the popularity of 4K TV. In 2014, 4K TVs rarely saw products below 3,000 yuan, while in 2015 4K TVs below 3,000 yuan became mainstream sales. The price difference of more than 20% above and below makes the 4K TV popularity rapidly reach one-third of the market.
Although the year-round decline in the price of LCD TVs, especially large-size-inch products, made consumers who bought large-size inch products earlier shouted “no valueâ€, it also prompted more consumers to choose to purchase more in the third and fourth quarters. A large inch-inch TV sets are the key to the year-round increase. According to incomplete data analysis, if there is no selling in the TV market in the fourth quarter of the year, sales growth in 2015 will be very difficult. The fourth quarter was the low price for the whole year and contributed more than 70% to the annual increase in the market.
The consumer’s enthusiasm for large-inch TVs in 2015 is also related to other reasons. For example, the recovery of real estate in first-tier cities, the large-scale cancellation of real estate purchase restrictions, and the preferential interest rates on mortgages have directly driven the growth in the demand for new homes. On the other hand, since the second half of the year, the macroeconomic downturn and abnormal fluctuations in the financial markets, such as the stock market, have squeezed the investment space for consumer stock funds, making more funds available for consumption.
2016 color TV market to the big "continue" reason
What are the fundamentals of the color TV industry at the moment?
First of all, the economic predicament of shielding key words remains the same. In addition to the unstable recovery of the United States, the developed countries and the developing countries have not escaped the negative effects of this round of economic downturn. This constitutes the "poor demand" of the big market structure. The important performance of this point is that in 2015, global TV market sales volume fell by 2.5%, among which other markets without China's sales fell by more than 3%. This will inevitably lead to relative "overcapacity" of upstream and downstream industries including display panels.
Second, the global display panel industry is still in the expansion cycle. For example, in March 2015, China has invested in BOE Chongqing, Huaxing Optoelectronics Shenzhen T2, and Nanjing Panda Sanxing 8.5 on behalf of the production ramp. It is expected that these production lines will reach full design capacity in 2016. In addition, there are still 8.5 generations of generations of BOE Fuzhou, Hefei, and Huizhou Chongqing, etc. under construction. Combined with the construction of global production lines, the global panel production capacity will inevitably be in an up-and-down period in the next 18 months. This will increase the "relative surplus" of the supply side of the industry.
"Soft demand and strong supply": This is the most fundamental aspect of the global display and color TV industry. This fundamental aspect determines the “price drop†that is at the core of releasing production capacity and driving consumption, and has a holistic desire from the upstream to the downstream.
Driven by the price drop, the trend of large-screen TV market will not only ensure the digestion of the entire industry, but also increase the other business value, including the data of turnover and profit. In 2016, the law of the industry will only deepen and will not slow down.
In addition, as far as the domestic market is concerned, the battle for the survival of the Internet in troubled times will continue: In September 2015, Levision’s round of powerful promotions created yet another miracle of the LeTV brand. According to statistics, in 2015, LeTV sold 3 million units of color TVs throughout the year, and only September sales and Double 11 sales reached 800,000 units.
In 2015, the low price became a killer for novice brands. Micro-whales took the lead in cutting prices with 55-inch TVs, won the one-inch inch sales championship of the Taobao platform in September, and continued to make efforts in the double-nine. At the end of the year, it was popularly listed on the TV market, and it was the lowest price in each product line, which further lowered the average price level in the TV market.
In a certain sense, these color TV rookies, even including such brands with a certain scale of accumulation, such as LeTV, the color TV industry is still the focus of competition in the "scale of sales." For the rookie, there is a chance of success on a scale, or else it is sentenced to death. This logic will inevitably lead to "Internet brands" chattering under the chaos of the world. In 2016, the market behavior of this kind of bloodletting will not be terminated. —— Xiaomi, who has always insisted on the principle of balance between price and quality in the past two years, has already released a speech at the end of the year: 2016 will obtain a larger share through “subsidiesâ€.
Therefore, the decline in domestic color TV market prices is driven by the dual power of upstream and downstream, and it is not a completely rational pattern. The basic effect of this law on the market in 2016 will be: Large screens will be cheaper, and only large screens will be sold. Color TV brands can maintain their share, ensure sales, and maintain market influence.
The brand's choice "for the big"
In 2015, the domestic TV market was quite different: traditional giants have pushed concepts such as ultra-thin, curved surfaces, new display technologies, and quantum dots, but these so-called technological advancements have not been followed by Internet brands.
A statistical fact is that new-year color TVs, including lasers, OLEDs, curved surfaces, ultra-thin, and quantum dots, have seen little breakthrough in sales in 2015. The total market share of these new technology products is less than 10%, not to mention single technology products. Or, the products that can really make the manufacturers profitable are still concentrated on the popular concept: this is the big screen and 4K.
This trend will continue in 2016. If the popular choice of 43 inches, 49 inches and 55 inches, Xiaomi and Leshi are playing a battle around the 70-inch giant screen at the end of 2015. When Microwhale TV selected the 55-inch product as the main push in 2015, The market share still cannot enter the top three. - These instructions, the market does exist a large-inch color TV market initiative driven by manufacturers and brands. For brands such as TCL that push surface technology, it is inevitable that both the flagship and the high-end will become large screens—because the surfaces only have a better experience value when combined with large screens. At the same time, these large-inch TVs are basically all 4K products.
Manufacturers take the initiative to choose large-scale color TV, the purpose is very clear: because there is only a large inch color TV to have ample room for price competition; but also because only a large inch color TV can establish a brand image, to seize more eyeballs; but also because only large The inch-inch color TV can only increase the sales volume and profitability of the brand through continuous large-scale inconsistency in the case of limited total sales volume. These three points will not change in the short term. Other new technology color TVs, in the short term can not achieve substantial price cuts and large-scale sales.
Contrary to the large inch, in 2015, on the small inch-size products, especially the 32-inch TV, only Cooca launched a flagship product: with a mobile and easy-to-move as the core, facing the renters who did not buy TV before. , provides "big screen" entertainment tools that surpass the inches of the inch of mobile phones, tablets and ordinary PC monitors. - that is, either manufacturers do not push (such as most of the Internet color TV brands, they have 40 or even 43 inches as a starting point) or not push 32-inch TV; or manufacturers like the cool open 32-inch TV as a "lower Family "big screen alternatives were launched and an "other big screen" card was played.
It is predicted that the share of 32-inch and 40-inch TVs will continue to decline in 2016, that is, after the 55-inch eruption in 2015, 65-70-inch TVs are expected to experience a larger market growth. This trend has already been staged in the 2016 Spring Festival market with Xiaomi Leshi's saliva.
"Big" can "win"
Before the Spring Festival, that is, after the high-profile launch of LeTV's 3G products, Miller TV's 3-inch 70-inch giant screen was released "in advance." There is a clear sense in this time node to try to grab the water. It is also the best practice for the development of TV industry in 2015.
According to the Ovid Consulting Research Report, in 2015 the domestic color TV market sold 46.74 million units, an increase of 4.8%; sales amounted to 157.2 billion yuan, an increase of 7.5%; the average price of 3363 yuan, an increase of 2.6%. All key data are far better than the global market level.
This achievement is closely related to the popularity of large-inch-inch products: Among them, the sales volume of 32-inch-inch-inch TVs has fallen by more than 8%; the market size of 55-inch products has increased by 6.5%, and the size of 65-inch products has increased by 200%. %, 70-inch product sales also nearly doubled. 2015 is the most significant year for the development of the domestic color TV market. The color TV with 42 inches or more has occupied more than 64% of the market, and more than one-third of consumers will choose color TV products with a size of 50 inches or more. .
The popularity of large-inch TVs has brought about multiple industry values: On the one hand, the increase in color TV market mainly comes from the “renewal of old machinesâ€. These so-called old color TVs are mainly 32-inch to 42-inch products. Among them, 32 and 37-inch TVs account for half. The motivation of these consumers is mainly due to the accelerated popularity of large-screen products, rather than the expiration of color TV life. This part of consumers is the key reason why the color TV industry can fully turn sales and sales in 2015.
According to market data, more than 8% of consumers shifted from the 1200-1500 yuan 32-inch color TV market to the 43-inch color TV market. The latter's average price exceeds 2,500 yuan. - Only this one can make the annual TV sales increase by more than 1.5%.
Therefore, both from the perspective of market share, or from the sales point of view, large-scale inch color TV, especially the sales growth of 50-inch or more products, basically determines the market performance of a color TV brand. This is why millet has to storm 70-inch giant screens in the New Year market.
The advantage of "price" and achievement of "big" dream
2015 is a typical "big inch" year. So consumers naturally have to ask why 2015 large-inch LCD TVs can accelerate the popularity of it? The core answer lies in price changes.
According to Ovid research data, TVs with 42 inches or more have average price declines of more than 10% for the whole year. Among them, 52 inches fell 16%, 55 inches fell 12%, 65 inches fell more than 20%. - This data is still based on the annual average. If the climax of the price drop in the same period in September and the following year, the decline will be even higher.
Among them, only one 55-inch product, the price decline in September exceeded 16% year-on-year, which led to the 55-inch color TV became the king of sales in the hot season of the color TV in September - the market's year-on-year share rose from less than 15% in 2014 to twenty four%. This structural market opportunity change has become the main sales pillar of the new brand of micro-whales. For the whole year, 55-inch TVs have occupied an overall market share of more than 18%.
The large-scale price decline is the reason for the large-size inch sales of color TV products. This reason is also the key to the popularity of 4K TV. In 2014, 4K TVs rarely saw products below 3,000 yuan, while in 2015 4K TVs below 3,000 yuan became mainstream sales. The price difference of more than 20% above and below makes the 4K TV popularity rapidly reach one-third of the market.
Although the year-round decline in the price of LCD TVs, especially large-size-inch products, made consumers who bought large-size inch products earlier shouted “no valueâ€, it also prompted more consumers to choose to purchase more in the third and fourth quarters. A large inch-inch TV sets are the key to the year-round increase. According to incomplete data analysis, if there is no selling in the TV market in the fourth quarter of the year, sales growth in 2015 will be very difficult. The fourth quarter was the low price for the whole year and contributed more than 70% to the annual increase in the market.
The consumer’s enthusiasm for large-inch TVs in 2015 is also related to other reasons. For example, the recovery of real estate in first-tier cities, the large-scale cancellation of real estate purchase restrictions, and the preferential interest rates on mortgages have directly driven the growth in the demand for new homes. On the other hand, since the second half of the year, the macroeconomic downturn and abnormal fluctuations in the financial markets, such as the stock market, have squeezed the investment space for consumer stock funds, making more funds available for consumption.
2016 color TV market to the big "continue" reason
What are the fundamentals of the color TV industry at the moment?
First of all, the economic predicament of shielding key words remains the same. In addition to the unstable recovery of the United States, the developed countries and the developing countries have not escaped the negative effects of this round of economic downturn. This constitutes the "poor demand" of the big market structure. The important performance of this point is that in 2015, global TV market sales volume fell by 2.5%, among which other markets without China's sales fell by more than 3%. This will inevitably lead to relative "overcapacity" of upstream and downstream industries including display panels.
Second, the global display panel industry is still in the expansion cycle. For example, in March 2015, China has invested in BOE Chongqing, Huaxing Optoelectronics Shenzhen T2, and Nanjing Panda Sanxing 8.5 on behalf of the production ramp. It is expected that these production lines will reach full design capacity in 2016. In addition, there are still 8.5 generations of generations of BOE Fuzhou, Hefei, and Huizhou Chongqing, etc. under construction. Combined with the construction of global production lines, the global panel production capacity will inevitably be in an up-and-down period in the next 18 months. This will increase the "relative surplus" of the supply side of the industry.
"Soft demand and strong supply": This is the most fundamental aspect of the global display and color TV industry. This fundamental aspect determines the “price drop†that is at the core of releasing production capacity and driving consumption, and has a holistic desire from the upstream to the downstream.
Driven by the price drop, the trend of large-screen TV market will not only ensure the digestion of the entire industry, but also increase the other business value, including the data of turnover and profit. In 2016, the law of the industry will only deepen and will not slow down.
In addition, as far as the domestic market is concerned, the battle for the survival of the Internet in troubled times will continue: In September 2015, Levision’s round of powerful promotions created yet another miracle of the LeTV brand. According to statistics, in 2015, LeTV sold 3 million units of color TVs throughout the year, and only September sales and Double 11 sales reached 800,000 units.
In 2015, the low price became a killer for novice brands. Micro-whales took the lead in cutting prices with 55-inch TVs, won the one-inch inch sales championship of the Taobao platform in September, and continued to make efforts in the double-nine. At the end of the year, it was popularly listed on the TV market, and it was the lowest price in each product line, which further lowered the average price level in the TV market.
In a certain sense, these color TV rookies, even including such brands with a certain scale of accumulation, such as LeTV, the color TV industry is still the focus of competition in the "scale of sales." For the rookie, there is a chance of success on a scale, or else it is sentenced to death. This logic will inevitably lead to "Internet brands" chattering under the chaos of the world. In 2016, the market behavior of this kind of bloodletting will not be terminated. —— Xiaomi, who has always insisted on the principle of balance between price and quality in the past two years, has already released a speech at the end of the year: 2016 will obtain a larger share through “subsidiesâ€.
Therefore, the decline in domestic color TV market prices is driven by the dual power of upstream and downstream, and it is not a completely rational pattern. The basic effect of this law on the market in 2016 will be: Large screens will be cheaper, and only large screens will be sold. Color TV brands can maintain their share, ensure sales, and maintain market influence.
The brand's choice "for the big"
In 2015, the domestic TV market was quite different: traditional giants have pushed concepts such as ultra-thin, curved surfaces, new display technologies, and quantum dots, but these so-called technological advancements have not been followed by Internet brands.
A statistical fact is that new-year color TVs, including lasers, OLEDs, curved surfaces, ultra-thin, and quantum dots, have seen little breakthrough in sales in 2015. The total market share of these new technology products is less than 10%, not to mention single technology products. Or, the products that can really make the manufacturers profitable are still concentrated on the popular concept: this is the big screen and 4K.
This trend will continue in 2016. If the popular choice of 43 inches, 49 inches and 55 inches, Xiaomi and Leshi are playing a battle around the 70-inch giant screen at the end of 2015. When Microwhale TV selected the 55-inch product as the main push in 2015, The market share still cannot enter the top three. - These instructions, the market does exist a large-inch color TV market initiative driven by manufacturers and brands. For brands such as TCL that push surface technology, it is inevitable that both the flagship and the high-end will become large screens—because the surfaces only have a better experience value when combined with large screens. At the same time, these large-inch TVs are basically all 4K products.
Manufacturers take the initiative to choose large-scale color TV, the purpose is very clear: because there is only a large inch color TV to have ample room for price competition; but also because only a large inch color TV can establish a brand image, to seize more eyeballs; but also because only large The inch-inch color TV can only increase the sales volume and profitability of the brand through continuous large-scale inconsistency in the case of limited total sales volume. These three points will not change in the short term. Other new technology color TVs, in the short term can not achieve substantial price cuts and large-scale sales.
Contrary to the large inch, in 2015, on the small inch-size products, especially the 32-inch TV, only Cooca launched a flagship product: with a mobile and easy-to-move as the core, facing the renters who did not buy TV before. , provides "big screen" entertainment tools that surpass the inches of the inch of mobile phones, tablets and ordinary PC monitors. - that is, either manufacturers do not push (such as most of the Internet color TV brands, they have 40 or even 43 inches as a starting point) or not push 32-inch TV; or manufacturers like the cool open 32-inch TV as a "lower Family "big screen alternatives were launched and an "other big screen" card was played.
It is predicted that the share of 32-inch and 40-inch TVs will continue to decline in 2016, that is, after the 55-inch eruption in 2015, 65-70-inch TVs are expected to experience a larger market growth. This trend has already been staged in the 2016 Spring Festival market with Xiaomi Leshi's saliva.