Ovi Cloud predicts the trend of color TV in 2018. It has said that 2017 is mainly due to the panel price increase factor. In 2017, the color TV retail sales will be down by 6.6% year-on-year. It also lists the main decline in the retail volume of the color TV industry. the reason. However, color TV companies are optimistic about market size in 2018, up 3.1% year-on-year.
Recently, in the "China Intelligent Display and Innovation Application Industry Conference 2017 and CRC2017 Color TV Industry Research Conference" jointly sponsored by China Electronic Video Industry Association and Aowei Cloud Network (AVC), Avi Cloud (AVC) Black Zhu Yuanyuan, deputy general manager of the electric business department, summarized the 2017 China color TV market and predicted the color TV trend in 2018. She pointed out that in 2017, the retail volume of China's color TV market was 47.52 million units, down 6.6% year-on-year. The longest period of panel price increase caused the cost of the whole machine to rise continuously, and the average price of color TVs rebounded. The retail sales scale was 163 billion yuan. Growth of 4.5%.
First, the real estate market is strictly regulated. In 2017, the real estate market ushered in the strictest regulation in history. Under the influence of the real estate market cooling in 2017, the performance of the home appliance market was unsatisfactory. In addition to the color TV market in 2017, the retail volume of refrigerators decreased by 1% year-on-year. The volume of retail sales decreased by 2% year-on-year. Air-conditioning was affected by the cold year last year. In 2017, the volume of retail sales increased by 7% year-on-year. Kitchen appliances, clearance, and clean water were emerging products. In 2017, the scale of retail sales also increased to varying degrees.
Second, the panel experienced the longest price increase cycle. From March 2016 to April 2017, it is the longest price increase process in the panel history. Affected by the price increase of the panel, not only the scale of China's color TV market has declined, but also the performance of the color TV market in the whole year is also weak. According to the data of Avi Cloud (AVC), in 2017, the global machine shipments were 220 million units. It was down by 3.3% year-on-year.
Third, due to the weak performance of Internet brands, the impact of panel price increases and capital investment reduction, Internet brand development has encountered bottlenecks. In 2017, the market share of Internet brands was only 13%, a decrease of 6 percentage points compared with the same period of last year. The number of listed models was 161, down 11% year-on-year.
Fourth, the rise of substitutes, and other products related to audio-visual use, with the same rapid development, and the replacement of smart TV products, the retail volume of OTT boxes in 2017 was 10.47 million units, and the retail of smart micro-investment The scale is
Ovi Cloud pointed out that the product side:
1. Large size is the main theme of the upgrade, 55-inch products continue to grow in 2016, the market retail share in 2017 was 30.1%, an increase of 6.2 percentage points over the same period last year. The size of 2017 is highlighted by the trend of gathering one big and one small. There is room for growth in the intelligent upgrade of 32-inch products. In 2017, the market retail volume was 17.5%, an increase of 0.7 percentage points over the same period of last year. It is expected that the size of the 32-inch market in 2018 will be basically the same. In 2017, the oversized market maintained growth, with the 65-inch product market share of 5.5%, an increase of 1.5 percentage points over the same period last year.
2. Image products have grown against the trend. Although the scale of China's color TV market is declining in 2017, consumer demand for high-end differentiated products is still increasing. The market share of curved TV is 7.3%, an increase of 1 over the same period last year. .9 percentage points; the market share of ultra-thin TVs was 4.1%, an increase of 2.5 percentage points over the same period of last year; the market share of borderless TVs was 2.3%, an increase of 0% over the same period last year. .5 percentage points; the market share of split TV is 0.6%, an increase of 0.2 percentage points over the same period last year.
3. OLED is in a new state of development. At present, China's OLED TV market is still in the incubation period, but its potential is huge. According to the all-channel data of Avi Cloud (AVC), the market volume of OLED TVs in 2017 reached 113,000. Taiwan, a year-on-year increase of 92%, with the growth of panel supply and price decline in 2018, the market potential of OLED TV will be released.
4. 4K popularization 8K is coming soon, 4K TV is nearing popularity. According to the total channel data of Avi Cloud (AVC), the share of retail sales in 4K TV market in 2017 is 60.1%, which is 11.9 more than the same period of last year. percentage point. Consumers have no limit to the pursuit of display, and 77% of high-end users recognize that 8K technology is the future development trend of TV.
5. Laser television
Channel aspect:
1. Online and offline positioning differentiation, online channels and offline channels as two different consumer scenarios, the consumer experience brought to consumers is also different, in the trend of high-end products in 2017, online and offline channels Positioning is getting more and more differentiated. In 2017, the retail share of the 6000+ product offline market was 80%, and the offline market became the main source of corporate profits. In the future, it will provide high-end products and high-quality experience. Online will become the main driving force for enterprise scale growth. Based on cost-effective products and convenient and fast experience.
2. The promotion has been transferred from offline to online. From 2015, New Year's Day, May 1st and 11th National Key Retail Festivals have seen a year-on-year decline in retail sales, while some emerging promotional festivals: e-commerce promotions, channel promotions, and brands. Purchases and other welcoming numerous single-point explosions indicate that the weakening of traditional festivals is the general trend. In 2016, the step-by-step promotion method was far from enough. The promotion was normalized, and the color TV enterprises carried out 18 promotion of different scales, an increase of 6 times compared with 2015. Although there are many sales in the color TV market in 2017, the explosion points are concentrated on the two major online nodes: 618 promotion, double 11 promotion, Aowei cloud network (AVC) analysis, in the past few years, the color TV market promotion from the original offline three major points The traditional retail holiday promotion will change to a normalized and multi-flowered promotion. The future promotion will be refocused, but the main battlefield will be turned from offline to online. Color TV companies need to adjust the promotion rhythm and resources to grasp the change of the color TV market promotion mode. .
Entering the 2018 upstream panel, the overall supply and demand for the whole year is relaxed, and the production capacity continues to increase. The real estate policy is gradually loosening, the demand for replacement is increasing, and the demand for new demand is rising. With the supply and demand sectors improving, color TV companies are optimistic about the market size. In 2018, the estimated shipments of the domestic five major Chinese markets increased by 23% year-on-year, an increase of 17 percentage points from 2017. Aowei Cloud Network (AVC) estimates that 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. Deepening, the sales area will reach 34.54 million square meters, an increase of 9.4%.
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