Today's color TV industry has fallen into a dilemma similar to the smartphone industry. On the one hand, a large number of Internet brands have crossed the border, and price wars have dragged down the profits of the industry. On the Other hand, technological upgrades have not brought blowouts to the market, but have been languishing due to factors such as the economic environment and real estate. However, after entering Q3, the color TV industry ushered in a predictable advantage, that is collective price increases.
Why did the price of TVs continue to decline, and the price rebounded? According to the analysis of nail technology, the three major reasons for the rebound in color TV prices are the rebound in prices of upstream panels, the release of the negative impact of price wars, and the increasingly clear market pattern.
One reason: The price of the panel rebounded and forced the price of the whole machine to increase.
Those who are familiar with the color TV industry know that the panel is the most important core component of color TVs and accounts for more than 60% of the total cost of color TVs. The rise and fall in panel prices has a key effect on the price of color TV sets.
Yesterday evening, LeTV released the “LTV TV model price announcement†and decided to increase the price of the fourth generation of LeTV models by 100-200 yuan. LeTV, the most important force in this Internet TV, first announced the price increase. It is believed that more brands will follow suit. This is also the first time in recent years that the color TV prices have continued to drop.
Not surprisingly, LeTV's explanation for price increases is due to the rise in panel prices. The entire panel industry in the second quarter of this year, large-, medium-, and small-size supply is tight, unable to meet the rapid growth of the industry. After entering the traditional sales season in the third quarter, the situation of panel supply continued to increase, pushing up the price increase. In the past August, major sizes such as 40-inch and 43-inch panels rose by as much as 12%-15%, and large-size TV panel prices also rose.
In the second half of 2016, supply and demand of some sizes will face tension. According to data from Yikang, the price of the 40-inch 4K panel remained at 79 US dollars in March 2016, and by August, the price had soared to 100 US dollars. There are two major factors in this: The first is that Samsung is about to shut down the main production line of 40-inch 7th generation, leading to the supply of 40-inch panel facing tension. The second is the 65-inch high-growth size of this year. China Yikang predicts that the 65-inch retail volume in the second half of the year is expected to reach 2.5 million units. The brand factory's demand for 65-inch panels will increase. Increasing the production of 65-inch panels will inevitably lead to 39.5 inches. Reduction in panel supply.
Nail technology analysis believes that the rebound in panel prices will undoubtedly increase the cost of color TV companies. In the current situation where the hardware is low profit or even unprofitable, it is a reasonable choice to ease the pressure of rising costs through price increases.
Reason two: The negative impact of the elimination of price wars
From the data of Zhong Yikang, it can be seen that the panel price has actually started to rebound in the second quarter of 2016, but why did the price of color TV come up in the third quarter? Nail technology analysis believes that resisting the panel’s rise The pressure to continue the price war, such negative effects began to release in the third quarter.
Since the second half of 2015, the average unit price of color TV has been hovering low. According to the monitoring data of China Yikang, the average price under color cable in June 2016 was 3302 yuan and the average price was 2216 yuan. In the first half of 2016, retail volume in the TV market increased by 5.9% year-on-year, retail sales decreased by 10.9% year-on-year, and the average unit price of color TVs declined.
The fierce competition in the brand, the constant price war and the drop in the share of foreign brands have drastically reduced the price of color TV products, and also greatly reduced the profit margin of color TV companies. For traditional color TV brands with strong accumulation, despite the lower profit level, they still have a certain ability to resist risks. And some Internet brands that rely on capital, gimmicks and speculative operations to intervene in the color TV industry are hard to sustain.
Prior to this, Nail Technology was the first to report that Internet brands such as barley and fashion were the first to fall. If poor price wars continue, those who have insufficient shipments, lack of hardware profit support, and can not profit from content, applications and services The Internet brand will undoubtedly follow the footsteps of barley and popularity.
It is also to see this point, the color TV industry in the main Internet brands to promote prices, in order to better eliminate the negative effect of previous price war.
Reason 3: The natural choice after the market pattern is clear
Before the Internet brand struck cross-border, the color TV industry's market structure has been relatively stable for many years. That is Hisense, Skyworth, TCL, Changhong, and Konka, the top five brand monopoly markets, with little difference in market share. With the arrival of music, millet, and micro-whales, the relatively stable market has become extremely unstable.
On the whole, Internet brands erode the market share that originally belonged to traditional brands. According to data from Yikang, as of June 2016, the number of Internet TV brands in the industry reached 18, not only in number, but also in market size. In the first half of 2016, the growth rate of Internet brands in the entire LCD market was 2.04 million units compared to the first half of 2015. The share of Internet TV camps reached 13.8%, surpassing foreign camps for the first time, and became the second largest color TV camp.
Internet brands have become a stable market power as a whole, and the market position of some of these major brands has also gradually stabilized. For example, LeTV is expected to sell 6 million units this year, gradually narrowing the gap with the first-line traditional brands, and taking a stake in TCL, forming a capital and business alliance; Skyworth's Cool Open has acquired iqiyi’s strategic investment. Backed by iQiyi and Skyworth, the two giants of hardware and software giants, Cool Open also gained a stable market position. The micro-whale is backed by Chinese culture and has capital and business support from Tencent and Ali. In addition, it also shares a traditional brand of Konka, becoming the most One of the potential internet brands; although Xiaomi was caught up in Le Hui’s benchmarking, but relying on Xiaomi’s overall resources, such as brand, channel, and content integration, it remains one of the most important market participants...
Nail technology analysis believes that as a whole, as well as some Internet brands, the market position of Internet brands has gradually become clear, and the market structure after price warfare will tend to be stable. At this time, it is an inevitable choice to raise the price of color TV products to increase profitability.
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.
Why did the price of TVs continue to decline, and the price rebounded? According to the analysis of nail technology, the three major reasons for the rebound in color TV prices are the rebound in prices of upstream panels, the release of the negative impact of price wars, and the increasingly clear market pattern.
One reason: The price of the panel rebounded and forced the price of the whole machine to increase.
Those who are familiar with the color TV industry know that the panel is the most important core component of color TVs and accounts for more than 60% of the total cost of color TVs. The rise and fall in panel prices has a key effect on the price of color TV sets.
Yesterday evening, LeTV released the “LTV TV model price announcement†and decided to increase the price of the fourth generation of LeTV models by 100-200 yuan. LeTV, the most important force in this Internet TV, first announced the price increase. It is believed that more brands will follow suit. This is also the first time in recent years that the color TV prices have continued to drop.
In the second half of 2016, supply and demand of some sizes will face tension. According to data from Yikang, the price of the 40-inch 4K panel remained at 79 US dollars in March 2016, and by August, the price had soared to 100 US dollars. There are two major factors in this: The first is that Samsung is about to shut down the main production line of 40-inch 7th generation, leading to the supply of 40-inch panel facing tension. The second is the 65-inch high-growth size of this year. China Yikang predicts that the 65-inch retail volume in the second half of the year is expected to reach 2.5 million units. The brand factory's demand for 65-inch panels will increase. Increasing the production of 65-inch panels will inevitably lead to 39.5 inches. Reduction in panel supply.
Nail technology analysis believes that the rebound in panel prices will undoubtedly increase the cost of color TV companies. In the current situation where the hardware is low profit or even unprofitable, it is a reasonable choice to ease the pressure of rising costs through price increases.
Reason two: The negative impact of the elimination of price wars
From the data of Zhong Yikang, it can be seen that the panel price has actually started to rebound in the second quarter of 2016, but why did the price of color TV come up in the third quarter? Nail technology analysis believes that resisting the panel’s rise The pressure to continue the price war, such negative effects began to release in the third quarter.
Since the second half of 2015, the average unit price of color TV has been hovering low. According to the monitoring data of China Yikang, the average price under color cable in June 2016 was 3302 yuan and the average price was 2216 yuan. In the first half of 2016, retail volume in the TV market increased by 5.9% year-on-year, retail sales decreased by 10.9% year-on-year, and the average unit price of color TVs declined.
The fierce competition in the brand, the constant price war and the drop in the share of foreign brands have drastically reduced the price of color TV products, and also greatly reduced the profit margin of color TV companies. For traditional color TV brands with strong accumulation, despite the lower profit level, they still have a certain ability to resist risks. And some Internet brands that rely on capital, gimmicks and speculative operations to intervene in the color TV industry are hard to sustain.
Prior to this, Nail Technology was the first to report that Internet brands such as barley and fashion were the first to fall. If poor price wars continue, those who have insufficient shipments, lack of hardware profit support, and can not profit from content, applications and services The Internet brand will undoubtedly follow the footsteps of barley and popularity.
It is also to see this point, the color TV industry in the main Internet brands to promote prices, in order to better eliminate the negative effect of previous price war.
Reason 3: The natural choice after the market pattern is clear
Before the Internet brand struck cross-border, the color TV industry's market structure has been relatively stable for many years. That is Hisense, Skyworth, TCL, Changhong, and Konka, the top five brand monopoly markets, with little difference in market share. With the arrival of music, millet, and micro-whales, the relatively stable market has become extremely unstable.
On the whole, Internet brands erode the market share that originally belonged to traditional brands. According to data from Yikang, as of June 2016, the number of Internet TV brands in the industry reached 18, not only in number, but also in market size. In the first half of 2016, the growth rate of Internet brands in the entire LCD market was 2.04 million units compared to the first half of 2015. The share of Internet TV camps reached 13.8%, surpassing foreign camps for the first time, and became the second largest color TV camp.
Internet brands have become a stable market power as a whole, and the market position of some of these major brands has also gradually stabilized. For example, LeTV is expected to sell 6 million units this year, gradually narrowing the gap with the first-line traditional brands, and taking a stake in TCL, forming a capital and business alliance; Skyworth's Cool Open has acquired iqiyi’s strategic investment. Backed by iQiyi and Skyworth, the two giants of hardware and software giants, Cool Open also gained a stable market position. The micro-whale is backed by Chinese culture and has capital and business support from Tencent and Ali. In addition, it also shares a traditional brand of Konka, becoming the most One of the potential internet brands; although Xiaomi was caught up in Le Hui’s benchmarking, but relying on Xiaomi’s overall resources, such as brand, channel, and content integration, it remains one of the most important market participants...
Nail technology analysis believes that as a whole, as well as some Internet brands, the market position of Internet brands has gradually become clear, and the market structure after price warfare will tend to be stable. At this time, it is an inevitable choice to raise the price of color TV products to increase profitability.
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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