OFweek smart home network news color TV industry in 2016 after the rapid advancement, 2017 began to fall, sales fell sharply, the industry's net profit fell to less than 1%, the industry is a dark cloud, the color TV giants also lost the past With a good spirit. However, in the overcast market environment, there is a dark horse that stands out and has a lot of advantages. It is laser television.
Sales decline TV industry "stressed"
As a large-scale home appliance product, generally after the hot season, it tends to enter the cold year in the next year. From the perspective of sales volume of color TVs, data from Ovid Cloud Network shows that China's domestic color TV retail volume in the first half of this year was 21.81 million units, a year-on-year drop of 7.3%. In terms of profitability, it shows a declining trend year by year. In 2011, the net profit margin of China's color TV industry was still 3%, and it was only 1.5% in 2014. In the first half of this year, it had fallen below 1%. The color TV industry has changed its momentum by leaps and bounds in recent years and has begun to enter a low point.
In order to reverse the unfavorable situation, the color TV giants made every effort to fight for sales rebound. Despite this, the year-on-year decline in sales of color TVs has basically been confirmed. Ove Cloud Network expects that the sales volume of color TVs will reach 47.92 million units this year, a year-on-year decrease of 5.8%.
Analysis of the reason for the decline in color TV's profitability lies in the rise in price of the upper panel and the stifling of price wars in enterprises, which has caused the color TV companies to no longer enjoy the brilliance of their profits.
First of all, panel prices have risen sharply, but TV prices have not increased in the same proportion. Under the pressure of sharp increase in production costs, color TV companies did not increase TV prices in the same proportion in order to maintain sales; in addition, the price war between brands was rampant, and even if some companies did not want to join the price war, but “city gates caught fire, affecting pool fishâ€. "You can only respond passively, resulting in a drop in the profitability of the color TV industry."
Second, the Internet dividend has subsided, and the growth path for color TV companies has become narrower. Professionals believe that under the stimulation of the Internet brand model, the market demand for color TV products will be digested in advance. Relying on Internet content, applications, and services to subsidize hardware, this type of business model has certain feasibility, but at present, the user's payment habits, payment capabilities, etc. are still immature, and the new profit model still does not have a healthy operation. Therefore, color TV companies are profitable. decline.
Encountered in the Icebreaker
From the market point of view, although the color TV industry is in a period of sharp decline in sales in 2017, the sales volume of high-quality large-screen color TVs has risen against the trend. Compared with small-sized color TV sets, its experience can be said to be extremely heavy. In particular, it is worth noting that the laser TV is greeted with the peak of growth, or it will become the protagonist of the large screen area in the future.
According to data from Zhong Yikang, in March of this year, the growth rate of laser television was 477.78% year-on-year, with an annual cumulative increase of 410.71%, and the growth rate was far ahead. Since the beginning of the year, laser television has maintained its growth rate of several times or even nearly ten times in the first-line market. The popularity of laser television has also been rising. From the trend, laser TV is becoming a dark horse in the entire color TV market.
Currently, in addition to Hisense and Changhong, Internet TV rookie Xiaomi launched its "most expensive" TV-laser micro-projection product in June and formally joined the laser display technology camp. It is understood that Internet TV brands will also look forward to launch laser TV in the second half. In addition to this, there are also brands such as Mi Rice, Micro Whale, Nuts, Hualu, and Ai Luowei that have joined the camp of laser TV. Not only that, Sony, Philippe, etc. have also expressed that they will force laser television and want to share a share. Under the impetus of many TV manufacturers, the popularity of laser TV is unprecedented and the competition is fierce.
At the just-concluded “2017 China Digital TV Industry Development Conferenceâ€, the "China's Color TV Consumption in January-June 2017 and Forecast of Market Trends in the Second Half of the Year" was released. The report pointed out that laser televisions are suitable for ordinary families to oversize. There is a clear advantage in demand. According to Peng Xiandong, general manager of China Consumer Electronics Co., Ltd., the media said that due to the increase in panel prices, the laser TV market will grow at a rapid rate of 200% in 2017, especially in the 80-inch and above markets, and laser TV sales will account for 60% of sales. Above, the outlook can be expected.
It should be noted that although laser TV is in full swing at present, but in a true sense, laser televisions, first of all, should include a light-resistant screen, an ultra-short-focus lens, and a high-quality Speaker configuration in order to be complete. TV experience", otherwise, it can only be projected. This is the difference in product form.
Although advantages of laser televisions are more obvious than those of OLEDs and quantum dot TVs, there are also some deficiencies. They are: Fixed positions; their products cannot be moved; focusing methods are not very convenient; use or debug laser TVs at ordinary times At the time, you can't face the laser light source, otherwise it will hurt the eyes; you must match the anti-light curtain and so on. In addition, due to technical limitations, the current price of laser televisions is relatively high, which also hinders the pace of entry into millions of households.
Fierce competition Laser TV can be expected in the future
Nowadays, compared with LCD TVs, laser TVs have outstanding advantages: large size, low cost, higher color gamut, energy-saving eye protection, powerful content, and convenient transportation and installation. Under the trend of large-screen, high-end televisions in the living room, The development prospects are more optimistic.
Looking at the current situation, under the active layout of Hisense, Changhong, Micro-whale, Kansang, and Miji, new laser television products will come out in succession, and competition in this area will also become more intense. It can be expected that as the market's demand for large screens gradually expands, laser TV technology will continue to develop, prices will fall, and the cost-effectiveness advantage will become even more obvious. Laser TVs will set off an uproar in the market and are likely to replace large ones. Screen LCD TVs dominate the market.
The industry believes that the future development of laser television has been basically clear, the next one to two years will be the layout of the company's products, brands, markets and channels, whether it can compete for industry leadership within two years will come. It is estimated that by 2020, the price of laser television will enter the era of 10,000 yuan, which will have a huge appeal to consumers. In other words, after three years or so, laser television will usher in an explosion in volume.
In short, the competition for big-screen TV is in full swing. As a laser television production company, the most critical thing is to take the product quality as the core, and to focus on the construction of the R&D system, quality control, marketing, and other systems, and to develop better product quality. In addition, how to lower the price of excessive products and make the advantages of laser TV more cost-effective, this is also a key indicator of laser television into the homes of ordinary people. Only the unremitting pursuit of product quality, production of cost-effective products with outstanding advantages, will eventually usher in the full explosion of the laser TV market.
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