Color TV industry entered the consolidation period: market hotspots quietly converted

“In the first half of the year, under the impact of a series of unfavorable factors such as slowing overall demand in the domestic market, divergence of product sales hot spots, and sharp price cuts by foreign-invested companies, the current performance of domestic color TV companies is not easy.”

Recently, with TV companies such as Konka, TCL, and Hisense, etc., all released semi-annual reports, a color TV industry analyst told the China Enterprise News reporter that the Chinese color TV market has experienced rapid growth for more than a year, especially domestic color TV sets. The industry's flat-panel popularity has entered a mature period, the entire industry will enter a new round of consolidation period, will start a new round of exploration and discussion on future market competition means, hot product trends, corporate upgrades and integration.

Neglected details

This year, Samsung, LG, Sony, Panasonic, Sharp, and other Japanese and South Korean companies suddenly started a round-robin battle in the Chinese market. "China Enterprise News" reporter learned that in the interview, the above-mentioned companies took the lead in the launch of new 3D-LED LCD TVs, and opened a month-long luxury and grand new show.

Although these new 3D TV products will not be able to win more shares in the Chinese market for these companies in the short term, they have created an "eyeball economy." At the same time, these companies have also started a price-elimination event for LCD TVs in China's primary, secondary, and tertiary markets.

A number of domestic color TV business market sources revealed that, in addition to the financial crisis in 2008, domestic companies in the market have "products, prices, promotions," and other advantages, all along, Sony, Sharp, Samsung and other leading foreign companies in the terminal The price war in the market is very fierce, and the price of Chinese brands is only 300-500 yuan. In some home appliance stores holiday promotions, many foreign brands even lower prices than domestic brands.

Holding the right to speak on the upper display panel, foreign brands have had a half-step advantage in the competition with domestic companies from the very beginning. More importantly, the phased panel supply speed and cyclical panel price fluctuations have affected the competitiveness of domestic companies in the market.

Since last year, domestic enterprises have actively advanced upstream. Panda, TCL, Konka, Hisense, Skyworth, Changhong and other companies either build LCD panels or ion panel production plants or build LCD module factories, but due to the short-term construction cycle of the upstream panel, short-term It is still hard to understand the urgent need for domestic companies to "passively display panels."

Not easy to grow

After the Spring Festival this year, the sales of the entire domestic color TV industry continued to be lower than expected, and the growth rate gradually slowed down. As the foreign brands take the initiative to cut prices to seize market share, it led to the deterioration of the entire industry. Analysis of China Investment Securities Yuan Haoran pointed out that although the domestic TV companies still achieved growth, they faced greater pressure in terms of sales performance and profitability.

Zhao Maojun, research director of Aowei Consulting, believes that “the overall trend of domestic color TV industry will not change in the first half of the year. The consolidation of the market is a normal trend. In the second half of the year, promoted by the Jin 9 Silver 10 and New Year's Day Spring Festival, the domestic color TV market will usher in a new round of growth. For TV companies, it is also an opportunity for self-adjustment and is expected to achieve greater development.”

The semi-annual report released by Hisense Electric shows that the operating income for the first half of the year was 9.5 billion yuan, a year-on-year increase of 28%. The main business, domestic sales of 7.1 billion yuan, an increase of 21%. The semi-annual report of the TCL Group showed that the sales revenue of multimedia services such as television reached 10.742 billion yuan, a year-on-year increase of 7.5%. Although TPL has not slowed down its expansion and deployment of the global LCD market, due to the increase in inventory in the previous period and the adjustment of product structure that has increased the impact of adverse factors such as liquidation of LCD inventory.

Last week, veteran Zhao Zhongyu served as CEO of TCL Multimedia, further embodying the core business position of the Group in enhancing TV multimedia, and will play an important role in stabilizing the annual results and creating a full LCD industry chain. CICC Securities Research Department expects that "the TCL color TV business will continue to improve in the second half due to the recovery of demand from the trade-in and the end of last year's inventory."

Big business moves

According to the chief editor of China Digital TV Magazine, the current trial of triple play, especially the interconnection and full service capabilities of NGB (Next Generation Radio and Television Network System), means that TVs are moving from a single broadcast receiving terminal. The integrated full-service access and application terminals will become the two major new directions for color TV enterprises.

Recently, Liu Hongxin, general manager of Hisense Electric, said: "In the next three years, Hisense TV will use the triple play function as a standard, 100% achieve interoperability with the Internet." It is understood that Hisense Lanqing LED TV has achieved television, The three networks of computers and telephones will communicate with each other. In the second half of the year, Hisense will also launch new smart television products.

The TCL is currently undergoing further technical upgrades to the current Internet TV. It will launch a new triple-play TV with Google's android system to further realize intelligent interaction and automatic upgrades.

Bao Bao reminds us that the future development and prosperity of Internet TV depends on three basics: content, interface, and resources. Not only does it require content based on the Internet's technical characteristics and interactive applications, it also needs to innovate the existing human-machine interface and draw on the mature product experience that Apple, Google and other companies have developed. In addition, color TV companies need to learn the thinking of Internet companies and expand the dimensions of content resources.