2016 color TV market shuffled completely. Who will seize the opportunity in 2017?
The year 2016 is a year of achievement and regret for the television industry. On the one hand, the total sales volume of more than 50 million units ended the declining trend of previous years of sluggish demand. On the other hand, behind the figures of high growth rate, the industry began to step into the rapid shuffling channel, and all smart TV companies will face more in 2017. Big challenge and survival pressure.
â— Keyword 1: Incremental increase
The retail sales of color TVs in 2016 had a historic breakthrough of 50 million units, which was 50.89 million units, a year-on-year increase of 7.8%. It should be said that the overall performance is encouraging. However, from the sales point of view, the retail sales of the industry in 2016 was 156 billion yuan, a year-on-year decline of 1.8%, and there was a problem that the increase did not increase income but rather it failed. According to industry experts, the biggest reason for this phenomenon is due to the "splashes" of many Internet TV companies.
Although no new Internet brands were added in 2016, it was a year of life and death for various Internet color TV brands. Due to the serious lack of technological innovation in product homogeneity, price war has become the most commonly used marketing tool for all brands. In 2016, under the promotion of various e-commerce platforms, various artificial promotion festivals have become more frequent, which has also contributed to the price war in the color TV industry. According to relevant data, the average selling prices of all sizes of the Chinese color TV market have declined in different degrees in 2016. In the first half of 2016, the average retail price of China's color TV market was 3,020 yuan, a year-on-year decline of 10.2%.
How to solve the "increase does not increase income" dilemma? Iterating through new technologies is one of the key factors for TV companies to increase production and increase income in the future. Some experts believe that in the next four years, new display technologies and new process technologies will become more mature, technical iterations will accelerate, and the average market price is expected to show a rising trend. If the price competition mode of the color TV industry can shift from a price model to a product competition model, this issue will also be resolved. Followed by it.
â— Keyword 2: New Reality Technology Upgrade Drives Demand Release
For the color TV industry in 2016, it was also a year that new technology iterations began to accelerate. New display technologies such as OLED, quantum dot, laser display, HDR, and wide color gamut have entered the mature and popular rapid growth path since 2016, and have stagnated for several years. The curtain for the replacement is already open. The maturity of big data technology and AI technology also allows Smart TV to have the power to iterate and upgrade again at the content and software level. The market demand for color TV is gradually being opened, and the replacement of color TV products will enter an accelerated period.
The data shows that the replacement period of the color TV market in 2016 has decreased by 1.5 years. The transition of the color TV market from 30 million to 40 million units has gone through 8 years, and the transition from 40 million to 50 million units has gone through 6 years. It is expected that the transition time of color TV market from 50 million to 60 million units will be shortened to 4 year.
Technology upgrade will inevitably also promote the release of consumer demand. According to the forecast of Ovid Cloud Network, the color TV market will continue to maintain its growth trend in 2017. It is estimated that the retail volume of China's color TV market will reach 53.10 million units throughout the year, a year-on-year increase of 4.2%. In addition, according to the sales statistics of major e-commerce companies, the major increments in the color TV market in 2016 all came from high-end products, which also forced us to inventory another keyword.
â— Keyword 3: The rise of middle class and consumption escalation Despite some disagreements about the criteria for judging the middle class, the rise of the middle class in China has been recognized by the mainstream of society. The optimistic forecast even suggested that China will have 700 million middle-class figures by 2020. With the defining trend of further expansion of the middle class in China, the direction of shifting consumption to high-end and quality has been established. More and more color TV companies, especially those that are extremely sensitive to the market, also began to realize the market value of high-quality goods rather than high-priced goods in 2016.
According to Ove Cloud's color TV operation data, the sales of UHD products in the market grew by 69% year-on-year in 2016, and the growth rate of high-end curved surface televisions was astoundingly 192%, which was significantly ahead of other categories of products. Under the expectation that the total color TV market will continue to expand in 2017, seizing the growing middle class and satisfying the market forces of high-end and high-end people will become the only opportunity for color TV brands to get out of the quagmire of price wars.
â— Keyword 4: Breakthrough in Internet Brand Differentiation
2016 was also a year of great suffering for various Internet color TV brands, especially with the dramatic increase in upstream LCD panels, which made it difficult for companies that simply depended on the OEM model to have a lack of content and ecology. However, there are some who have already laid out their hardware and software R&D, trying to differentiate themselves by different companies.
In the middle of 2015, just as it entered the color TV market, for example, as a new brand that entered the industry more than one year later than Xiaomi LeTV, the market has made a breakthrough in the market through “soft and hard serviceâ€. At the software level, it is the first to launch the new brand. The first CAN TV UI based on TVOS2.0 independently developed by China Radio and Television in the field of Internet TV in China, while continuing to move forward, launched a unique CAN customized chip for smart TVs; From the terminal to the soundbar to the mobile speaker, a full-fledged audio solution has been launched; at the core content service level of smart TVs, the market still depends on the “national team†CIBN's licensing advantages to provide users with on-demand coverage, feature areas, and live broadcasts. Many content sources, including mobile interactive live broadcasts, have completed a comprehensive layout from quantity to quality. As a new brand that does not cut into the market at a low price, it achieved a million-level hardware sales performance in 2016, and the growth rate is amazing.
â— Where is the 2017 opportunity to comprehensively review the keywords of the 2016 color TV market? Looking ahead to 2017, we can draw the following conclusions.
1. In the past, business models that quickly gained market access through low prices have become less promising. Differentiated operations will become the only choice for each brand to achieve market breakthrough.
2. The high-end market will have bright prospects. However, if we want to make a success in this market, it must be laid out at two levels of hardware and software. The earlier the company realizes this, the greater the future advantage will be.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
â— Keyword 1: Incremental increase
Although no new Internet brands were added in 2016, it was a year of life and death for various Internet color TV brands. Due to the serious lack of technological innovation in product homogeneity, price war has become the most commonly used marketing tool for all brands. In 2016, under the promotion of various e-commerce platforms, various artificial promotion festivals have become more frequent, which has also contributed to the price war in the color TV industry. According to relevant data, the average selling prices of all sizes of the Chinese color TV market have declined in different degrees in 2016. In the first half of 2016, the average retail price of China's color TV market was 3,020 yuan, a year-on-year decline of 10.2%.
How to solve the "increase does not increase income" dilemma? Iterating through new technologies is one of the key factors for TV companies to increase production and increase income in the future. Some experts believe that in the next four years, new display technologies and new process technologies will become more mature, technical iterations will accelerate, and the average market price is expected to show a rising trend. If the price competition mode of the color TV industry can shift from a price model to a product competition model, this issue will also be resolved. Followed by it.
â— Keyword 2: New Reality Technology Upgrade Drives Demand Release
For the color TV industry in 2016, it was also a year that new technology iterations began to accelerate. New display technologies such as OLED, quantum dot, laser display, HDR, and wide color gamut have entered the mature and popular rapid growth path since 2016, and have stagnated for several years. The curtain for the replacement is already open. The maturity of big data technology and AI technology also allows Smart TV to have the power to iterate and upgrade again at the content and software level. The market demand for color TV is gradually being opened, and the replacement of color TV products will enter an accelerated period.
Technology upgrade will inevitably also promote the release of consumer demand. According to the forecast of Ovid Cloud Network, the color TV market will continue to maintain its growth trend in 2017. It is estimated that the retail volume of China's color TV market will reach 53.10 million units throughout the year, a year-on-year increase of 4.2%. In addition, according to the sales statistics of major e-commerce companies, the major increments in the color TV market in 2016 all came from high-end products, which also forced us to inventory another keyword.
â— Keyword 3: The rise of middle class and consumption escalation Despite some disagreements about the criteria for judging the middle class, the rise of the middle class in China has been recognized by the mainstream of society. The optimistic forecast even suggested that China will have 700 million middle-class figures by 2020. With the defining trend of further expansion of the middle class in China, the direction of shifting consumption to high-end and quality has been established. More and more color TV companies, especially those that are extremely sensitive to the market, also began to realize the market value of high-quality goods rather than high-priced goods in 2016.
â— Keyword 4: Breakthrough in Internet Brand Differentiation
2016 was also a year of great suffering for various Internet color TV brands, especially with the dramatic increase in upstream LCD panels, which made it difficult for companies that simply depended on the OEM model to have a lack of content and ecology. However, there are some who have already laid out their hardware and software R&D, trying to differentiate themselves by different companies.
â— Where is the 2017 opportunity to comprehensively review the keywords of the 2016 color TV market? Looking ahead to 2017, we can draw the following conclusions.
1. In the past, business models that quickly gained market access through low prices have become less promising. Differentiated operations will become the only choice for each brand to achieve market breakthrough.
2. The high-end market will have bright prospects. However, if we want to make a success in this market, it must be laid out at two levels of hardware and software. The earlier the company realizes this, the greater the future advantage will be.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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