At the beginning of this year, at an industrial conference, some people used the "Welcome to the Yellow River Ice Sagawa" to describe the "strong earthquake" encountered in the 2017 color TV industry.
Relevant data show that due to rising panel prices, real estate factors, and Internet TV brand impact, the retail sales of China's color TV market in 2017 was 47.52 million units, down 6.6% year-on-year.
On March 8th, at the China Home Appliances and Consumer Electronics Show (AWE), companies such as Hisense, Sharp, Haier, Storm and Samsung all made a new move to open a new "battle" to deal with the new color TV industry. A round of shuffling.
Dong Wei, vice president of Avi Cloud (AVC) (831101, OC), said in an interview with the reporter of "Daily Economic News" that the color TV market has ended its scale expansion in the current cycle, and the demand release will be driven by the adjustment of product structure. It will become the main theme, and it will also conform to the background of China's consumption upgrade. The switch between new and old technologies will increase the chances of the market reshuffle. Senior home appliance analyst Liang Zhenpeng told the "Daily Economic News" reporter that intelligent applications will also be a major breakthrough in the color TV market in 2018.
Expected recovery growth in 2018According to the data from Ovi Cloud, from March 2016 to April 2017, the panel experienced the longest price increase cycle. In 2017, the global machine shipments were 220 million units, down 3.3% year-on-year.
Peng Xiandong, general manager of the Consumer Electronics Division of Beijing Zhongyikang Times Market Research Co., Ltd. told the reporter of "Daily Economic News" that the replacement of the first batch of LCD TVs in 2018 is coming, and the overall recovery will be relative to 2017. .
In this context, this year AWE has become an opportunity for many color TV companies to sprint.
In the past, AWE was mainly based on white goods, but in the case of changing market demand, TV-based black goods have become an indispensable landscape on AWE.
It is worth noting that in addition to technical exploration, some companies regard content as “toonâ€. On the first day of the AWE show, Hisense released the U18 series ULED super-quality TV in the 2018 World Cup. According to Hu Jianyong, general manager of Hisense Electric Marketing Co., this year, FIFA will try to broadcast the game with UHD ultra-high definition and HDR high dynamic technology signals for the first time.
For the above measures, Peng Xiandong analyzed that the color TV industry has successfully transformed the profit model of the content. This year's World Cup is expected to drive demand in the color TV market, and the content cooperation will be the marketing focus of various color TV manufacturers.
In Dong Min's view, the current diversification of color TV technology has also brought more market opportunities. All brands need to quickly establish their own barriers from the middle and lower reaches of the industrial chain, gain more resources through the new technology first-in-class advantage, and at the same time tap consumer demand, expand product differentiation space, and quickly realize industrial layout.
Domestic smart TV penetration rate reached 89%"Don't stare at a certain product to see." Zhang Jianfeng, deputy secretary-general of the China Household Electrical Appliances Association, told the "Daily Economic News" reporter at the AWE exhibition that AWE is not just a vertical home appliance industry event, and the company strengthens cooperation with major terminals. Breakthrough intelligence is also very important.
According to a report released by GfK, one of the world's largest market research organizations, as of the first half of 2017, the global smart TV retail sales volume has increased from 51% in 2016 to 59%. China is a smart TV market. The leader, since 2013, with the entry of Internet brands and traditional brands, its penetration rate is much higher than the world average, up to 89%.
In this AWE, including Hisense, Sharp, Storm and other manufacturers, also explored artificial intelligence. "Daily Economic News" reporter learned from Hisense that its U7 series is also equipped with VIDAA AI artificial intelligence system. Sharp will integrate fragmented home products into a collaborative operating ecosystem with artificial intelligence products with deep learning capabilities to further expand the boundaries of smart homes.
Speaking of the layout of the above-mentioned enterprises, Peng Xiandong believes that with the trend of consumption upgrading, high image quality, large screen, and deep intelligence meet the needs of users, and can also bring more profit margins.
"We must pay attention to effective interaction with users." Zhang Jianfeng reminded that not only can we focus on technology, but the artificial intelligence bonus will be short-lived. We must think about the needs of users in order to find more markets.
Dong Min said that in 2018, color TV enterprises need to improve their competitiveness through differentiated products. One is to improve the display effect through advanced display technology; the other is the combination of artistic design and practicality of design; the third is to achieve high through technology. Quality interactive experience.
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