â– A year-on-year drop of more than 10% in TV sales in February
First of all, let's look at a set of aggregated data. According to big data, in February 2017, in the domestic TV market, online and offline channels, TV sales were 2.75 million units, down 12.4 percentage points from the same period of last year. The amount was 8.8 billion yuan, a decrease of 0.7 percentage point from the same period of last year. From this set of data, it can be seen that TV market sales have fallen by more than 10%. Analysis of the reasons for the decline in the same period last year in February was actually very simple. Since February 2016 was the Spring Festival and the Spring Festival this year was in January, many users rushed to buy TV before the Spring Festival in January. Therefore, the TV fell in February. Not surprising.
â– Who is the winner online and offline?
For many consumers, e-commerce has now become a new choice for many people. So, whether the consumers who choose to purchase TV online are more popular than traditional offline channels? We still let big data speak. According to big data, in February 2017, of the 2.75 million TVs sold in China, only 850,000 were sold through online channels, accounting for only 31%.
In January 2017, online TV sales accounted for only 29%. From the data of the past six months, online TV sales surpassed the line for the first time in 2016 alone. In addition, sales have not been lost to offline platforms. It can be seen that many consumers are still accustomed to the traditional offline channels to buy TV. This is because, for many functions of smart TVs, consumers still prefer to experience it personally, such as somatosensory games, multi-screen interactions, online video on demand, etc. These experiences are difficult to experience in online platforms.
â– 50% of users have started 4K ultra-clear TV
With the continuous advancement of television technology, users have increasingly higher requirements for television resolution. From the previous 1080P Full HD, has been upgraded to a more clear 4K Ultra HD or even 8K Ultra HD. More realistic, it is 4K ultra high definition television. Looking at the current TV market, almost all brands have launched 4K ultra-high-definition television, all kinds of publicity is overwhelming, as if the TV is not 4K resolution, are embarrassed to say hello to consumers.
Then, in the February market, what is the proportion of 4K ultra-high-definition television in the newly sold TV? We still let big data speak. According to big data, the penetration rate of 4K Ultra HD TV is 51%. This means that for every 100 TVs sold in February, 51 are 4K Ultra HDTVs, and half of the market share shows that the penetration of 4K TVs has been improved.
â– Why 4K TV penetration rate is still not optimistic
However, in the hot sales, 4K TV still has many pain points. One of the biggest pain points is the source. Now, the price of 4K ultra high-definition TV is no longer a problem. Take Jingdong Mall as an example. The minimum price is only 2,000 yuan. A 43-inch or 45-inch 4K ultra high-definition TV can be purchased. This price can be accepted by many working-class people. But as the saying goes, it is difficult for a clever woman to be without rice. With 4K TV hardware, 4K resources are also needed, otherwise everything is empty talk.
For now, although some TV manufacturers have added 4K zones to the TV's built-in video platform in order to allow users to watch 4K TVs. However, the content of the zone is still very scarce, and more content is the contents of the 4K ultra-clear demonstration. With only a handful of 4K movies or MVs, the update rate is very slow. In this case, consumers buy home 4K ultra-high-definition television, there is not much useless, just as a 1080P full HD TV use. It's better to spend the same amount of money. It's more cost-effective to buy a bigger TV.
â– Popularization of 4K Ultra HD requires policy support
The author believes that 4K ultra-high-definition television wants better development, and it is imperative to solve the problem of insufficient film sources. The author believes that the SARFT and other functional departments should give full play to their own role, think what the masses think, and rush the masses. As soon as possible, the corresponding plan will allow major television stations to increase the definition of the TV program from the original 1080P Full HD to the 4K Ultra High Definition standard to meet the viewing needs of the audience. Only 4K TV programs have been purchased, and 4K TV users have been purchased. It is not necessary to watch over and over again the old 4K programs so that 4K TVs at home can really play their roles.
Well, this week's 80th issue of Appliances Big Data is here. Thank you for reading. See you at the same time next Saturday.
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