Recently, the television industry has overshadowed the limelight of mobile phones. Internet companies frequently make moves, all the way from the price to the content; just not long ago, some brand manufacturers even directly to the high-end curved surface TV to 6999 yuan; then Storm Media also have to launch their own television; not to mention consumers may People in the industry exclaimed that they couldn't read: What happened to the TV ring?
Behind the "price war"
Although the industry has long anticipated the "price war," no one has ever imagined that the war will be burned so quickly.
In fact, Aowei Consulting predicted at the end of 2014 that the slowdown in the growth of the TV industry has become the norm, and that the market growth rate in 2017 is not significant. The latest data from the Ministry of Industry and Information Technology also confirmed this view. From January to May this year, China’s LCD TV production was 54.499 million units, down 0.1% year-on-year. At the same time, according to data from Yikang, the retail sales of color TVs in April and May of this year experienced a “mass price dropâ€. Market competition will shift from "incremental" to "stock."
At the same time, the frustration in the wrestling international market has also accelerated this problem. According to the latest statistics of the General Administration of Customs, from January to May this year, cumulative exports of domestic brands have dropped by 13.1% year-on-year.
On the other hand, competition in the existing TV category has become hot and space is getting smaller and smaller. There is no doubt that "surface" is the key to breaking the deadlock. If you walk into the store, you will find that almost all TV manufacturers put the curved surface in the most prominent position. Last year, there were only a few individuals such as Samsung, Hisense and TCL.
Domestic brands have been eyeing the "curved cake" and are finally working on it.
Why Samsung?
However, domestic TVs want to make a big surface, there is a problem that can not go around, that is how to face Samsung.
Because, after 5 years of research and development, Samsung has become the creator of surface technology, and is also the biggest beneficiary of curved surface television market. According to AVC data, Samsung occupied over 80% of the Chinese curved TV market last year. Even in the first half of this year, with the influx of many domestic brands, Samsung still maintained an absolute advantage of 70%.
Obviously, Samsung is less effective than product and technology. If the content can't be differentiated, the hardware can't challenge Samsung, and the positive challenge doesn't help to hit the stone. Therefore, "cutting prices" has become a breakthrough for many manufacturers. However, an industry veteran who asked not to be named pointed out that "the curved surface market is far from mature and has not reached the point of relying on price hiccups." He said that although surface television has reached a 70-fold growth rate this year, the market penetration The rate is only 1.5% so far. Many are high-end people who pay attention to the quality of life and geeks who are keen on technology and film quality.
What worries him most is that once the "price war" is opened, the "quality" of the surface is difficult to guarantee. Moreover, some experts pointed out that "low prices" will not replace "high-end", but will help the surface as mature as the current 4K market, product high, medium and low-end segmentation competition. Even for products of the same size, because of different consumer needs, the functional and technological content is completely different, and the price will be 2-3 times different.
In a sense, "low-cost surface" is not a standard for Samsung, and it is more like the consumer psychology of the general public betting, accelerating from the "crowd" to "buy." Because as an ordinary consumer it is difficult to distinguish between the "surface-only screen" and the "true surface experience." However, from the standpoint of consumers, we hope that curved TV manufacturers such as Samsung will, through technological innovation in the near future, reduce the production and promotion costs and truly bring tangible prices to consumers.
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