How can the most popular consumerism high-end upgr

2022-09-20
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How can the high-end upgrading of consumerism TV enterprises get rid of the "dilemma"?

affected by many factors such as the soaring panel prices and the tightening of real estate policies last year, the TV market performed poorly, and even had the "worst quarter in history". Many TV manufacturers collapsed in this bloody storm, and some of the stronger ones retreated. In 2018, as the consumption upgrading drive continues to deepen, can the color TV market hit the bottom and rebound? What new changes will happen to the structure of the brand competitive UTM experimental machine with a capacity of 1000~135000 LB

the haze gradually dissipated, and the shock turned to warmer

after the "catastrophe" in 2017, almost all color TV enterprises this year showed a slightly low profile, the pace of new product iteration slowed down, and the promotion nodes were not as crazy as in previous years. They ushered in a warming trend with caution

according to the 2018 leading quarterly summary report of China's color TV market released by AVC, the retail volume of the color TV market in the leading quarter of 2018 reached 12.15 million units, a year-on-year increase of 3.0%, and the retail volume was 40.2 billion yuan, a year-on-year increase of 3.3%. The simultaneous increase in the volume of the color TV market in the first quarter was mainly driven by the positive factors of the decline in panel prices and the continuous promotion of the color TV market in the leading quarter

at the same time, driven by the huge promotion, AVC predicts that China's color TV market will continue to grow in the second quarter of 2018. In the first half of this year, the retail volume of the color TV market is expected to reach 22.39 million units, with a year-on-year increase of 2.7%, the retail volume of 74.8 billion yuan, with a year-on-year increase of 1.1%, and the retail area of 14.68 million square meters, with a year-on-year increase of 4.2%. This means that the haze that dominated the color TV enterprises last year will gradually dissipate, and the color TV market will also turn from shock to recovery

it is not difficult to find that the key factor for the transition from crisis to safety in the color TV market lies more in the price of TV panels. Last year, the high price of raw materials led to the high price of TV panels, and TV panels accounted for more than 70% of the cost of TV sets, which has become a lingering burden for TV enterprises. Since the third quarter of last year, the price of TV panel has declined. Until today, the panel price has gradually stabilized, and the market performance has also returned to the right track of growth. So, is the role of TV panel price too heavy? What are the consequences

dilemma, over reliance on panels

in fact, the trend of panel prices not only affects the performance of the entire TV market, but also controls the survival status and competitive means of most TV manufacturers. Enterprises rely too much on panel prices, which is easy to fall into a dilemma. On the one hand, panel prices rise, and enterprise profit margins are low; On the other hand, as panel prices fall, TV companies may be mired in a price war

last year, the price of LCD panels in the upstream supply chain soared, and TV manufacturers were forced to slow down the pace of production, resulting in an average profit margin of 1.3% for major color TV enterprises, which operated at a low profit compared with other household appliances. The rise of raw materials led to the decline of gross profit margin, which became a high-frequency word in the quarterly report of TV manufacturers in the first half of last year

in 2018, the upstream panel supply was sufficient, and the capacity was gradually released, and the panel price began to enter the downward channel. AVC data showed that in March this year, the panel price fell by 20-30% compared with the same period last year. The price of some mainstream sizes such as 40 inch FHD fell by 35%, 43 inch FHD and UHD fell by 31% and 29% respectively, 50 inch FHD and 50 inch UHD fell by 26% and 25% respectively, 55 inch FHD and 55 inch UHD fell by 18%, and 65 inch UHD fell by 29%. The decline in panel prices has brought huge room for price operation to complete machine enterprises. Compared with Q4 last year, the price of 74% models in Q1 this year has been reduced

zhongyikang predicts that as the color TV industry suffered from factors such as rising panel prices and declining market sales last year, the pressure on color TV manufacturers to ship this year will increase. This year, the color TV market will take the lead in the price war, "32 inch" and "50 inch" will be the two most intense prices

in fact, the signal of a new round of price war was already released before the May Day holiday this year: the price of storm TV 40 inch TV fell to 999 yuan; The sustainable development of Xiaomi electric requires an average decrease of 100-200 yuan; The price of Kukai TV fell even more, up to about 400 yuan; Hisense Ai TV will be reduced by 500 yuan to 3499 yuan; The price of Changhong Ai TV official fell to 2799 yuan; Konka Ai TV flagship also lowered 400 yuan to 3299 yuan

according to this rhythm and the continuous decline of panel prices, in the subsequent 618 and World Cup promotional activities, TV enterprises are likely to launch a new round of price war around large-size panels, which is the risk of lower TV panel prices. Once trapped in the shackles of price war for a long time, color TV enterprises will enter a dead cycle of low profit margin

high end upgrading, more market initiative

TV enterprises are prone to "dilemma" due to excessive reliance on panel prices, resulting in low profits and difficult survival. So, how can we get rid of the "dilemma", not controlled by the panel price, and have more market initiative and dominance? The author believes that to cater to the general trend of consumption upgrading, relying on the high-end upgrading of color TV sets to improve the added value of products, it is easier to jump out of the inherent cage and walk a new path

at present, China's consumption upgrading is moving forward by leaps and bounds, from the previous upgrading of consumer goods to the upgrading of consumption concepts. Consumers have begun to change from price sensitivity to high-quality experience. They no longer pay special attention to practicality, but more pursue the change of spirit. Under this new consumerism, the specific performance of the color TV market mainly lies in the increasing share of high-end products year by year, especially in the application of TV display properties and new technologies, including 4K, OLED and AI technologies

according to the offline monitoring data of AVC, the share of 4K TV in the leading quarter in 2018 was 68.7%, an increase of 7.2 percentage points over the same period last year; OLED TV accounted for 0.7%, an increase of 0.4 percentage points over the same period last year. In addition, the fashion, health and comfort of TV are also gaining more and more consumers' favor, among which the market share of ultra-thin TV reached 4.1%, an increase of 1.2 percentage points over the same period last year

at the same time, Ai TV is still hot this year, accounting for 25.2% of Ai TV sales in the leading quarter, an increase of 23 percentage points over the same period last year; The number of new products on the market accounted for 47.6%, an increase of 45 percentage points over the same period last year. Skyworth, TCL, Hisense, Changhong, Konka and other leading brands have taken Ai TV as an important assault field. However, at present, the development of Ai TV is still in its infancy, and the industry standard is not clear. In the future, the development of Ai TV should focus on four directions: interactive mode, machine learning, home interconnection and cloud platform

with the expansion of high-end display and Ai TV sales, in the leading quarter of 2018, the market share of online 6000 + products was 4.8%, an increase of 1.5 percentage points over the same period last year, and the contribution rate of medium and high-end products to the TV market increased year by year. In line with users' high-end TV needs, TV enterprises can fully meet users' upgrading needs through high-end technological innovation and iteration of high-end technological products, take the initiative to meet users and increase product premium space, rather than allowing panel prices to rise or fall, which is more market-oriented

write at the end:

this year, the TV market will gradually recover, and the panel price will also return to normal, but we should be more vigilant about the resurgence of price war among enterprises. The market effect caused by the price war will be beneficial to some enterprises and consumers in a short time, but blindly fighting for low prices and ignoring the pursuit of technology research and development is not conducive to the development of the whole industry. Therefore, the important task of TV enterprises this year is still to strengthen the innovation of TV technology, promote the popularization of high-end TV products, and then calmly deal with the new challenges of the new Consumerism Era

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