According to the "2017 China TV Market Summary Report for the Third Quarter of 2017" jointly issued by AVC and China Electronics Video Industry Association, the retail sales volume of the TV market in the third quarter of 2017 was 10.41 million units, down 12.9% year-on-year; The sales area was 6.89 million square meters, down 7.3% year-on-year. The worst three-quarter performance in recent years has been encountered. In addition, as of September 2017, the retail sales volume of the TV market decreased by 9.2%.
Data Source: AVC Display Industry Chain Data Unit: $
Ovid Cloud Network (AVC) analysis pointed out that the key factor in the decline of color TV market performance is that panel prices remain high, leading to an increase in the average price of the whole machine, and the average retail price rose by 16.3%, resulting in sluggish sales of color TV sets; The growth rate of online e-commerce channels has slowed down, and dividends are waning. In addition to the slowdown in the growth of relevant data of platform e-commerce and professional e-commerce, the self-operated e-commerce also suffers from negative growth due to weak Internet brand performance.
Zhu Yuanyuan, deputy general manager of AVC's black power division, stated: "With the real estate market cooling down this year, we have ushered in the most severe real estate regulation in history, which has slowed down the sales area and sales growth of commercial housing and weakened household appliances. Update requirements."
Peng Jianfeng, deputy general secretary of the China Electronics Industry Association, pointed out that there are many reasons for the poor performance of the color TV market this year. The lack of domestic demand, the regulation of the housing market, and the decline in the sales of Internet brands are one aspect. The consumer market has excessively focused on small screens, and the outdated service of television is one of the reasons for the decline in the market.
Peng Jianfeng disclosed that the right to speak of new technology in the color TV market is still insufficient, and panel technology is still in the hands of foreign panel makers to form technical barriers. In the future, living room economy, information consumption, large-scale upgrade, and 4K/8K content production will become the main driving force for the development of the color TV industry. With the implementation of the old-fashioned replacement activities, the speed of updating the color TV market will be accelerated, and expanding the market demand has become the consensus of the color TV industry.
Although the third quarter results are sluggish, Ovid Cloud Network (AVC) predicts that the market is expected to increase in the fourth quarter. It is expected that the retail sales volume in the TV market in the fourth quarter will reach 15.57 million units, an increase of 0.9% year-on-year; retail sales will reach 50.7 billion yuan. , an increase of 1.9% year-on-year, becoming the only quarter of 2017 growth. 