Recently, the forecast data released by the third-party data monitoring agency Sigmaintell shows that in 2016, Chinese brand (six major Chinese brands + LeTV) color TV shipments will reach 83.6 million units, an increase of 15% over 2015, and the scale of growth 10 million units, surpassing South Korean brands for the first time in years, ranking first in global sales.
On the contrary, Korean brands have difficulty opening the market due to weak growth in overseas markets, and shipments in 2016 are expected to decline by about 3%. It is worth noting that although China's domestic market is still growing, the competition is extremely fierce, and many emerging countries and regions overseas are still in the popularization period of LCD TVs.
According to the reporter of "Daily Economic News", most domestic institutions including color TV companies have predicted that the domestic color TV market has basically been in a stable growth stage in recent years, and this year's large growth in the domestic market is unexpected. Qunzhi Consulting predicts that in 2016, China's six major brands and LeTV will ship approximately 51.2 million units in the domestic market, a year-on-year increase of 12.5%.
Regarding the reasons for the rapid growth of the domestic color TV market, Qunzhi Consulting stated that on the one hand, the popularization period of LCD TVs in China was basically from 2008 to 2013. At that time, the country used "home appliances to the countryside", "trade-in" and "energy-saving subsidies" three policies to promote consumption After 6 years, the Chinese market has fully entered the LCD TV replacement cycle. In addition, the reporter learned that the previous sluggish upstream panel price also provided guarantee for the impulse of color TV companies.
"This is a landmark event." Li Yaqin, deputy general manager of Qunzhi Consulting, believes that China's color TV brand shipments have reached the world's first, on the one hand, thanks to the global market itself has increased by 3% to 4%, especially emerging Countries with large populations, such as India and Indonesia, are in the cycle of replacing CRT TVs with LCD TVs; on the other hand, they are seizing market share left behind by the decline of Japanese brands.
The growth rate of overseas markets is much higher than the domestic market. The data released by Qianzhan shows that China ’s TV exports (including foundry and OEM) reached 68.18 million units from January to October 2016, an increase of 14.55% year-on-year; According to data from Chinese brand TVs, Qunzhi Consulting expects to export 32.4 million units in 2016, a year-on-year growth of 19%.
After years of price wars, there are currently six major color TV giants in China. At the same time, Internet companies such as LeTV have also joined this fierce competition in recent years, which together prompted Chinese brand TVs to formally surpass Korean brands in 2016 and become global shipments. The largest regional brand. However, behind this rapid growth, Chinese color TV companies also face many challenges.
"Panels account for 60% to 70% of TV costs, but in fact, panel prices fluctuate greatly. In the long run, how to ensure the stability of strategic resources such as panels is also a challenge. In the future, the game between various brands, except for each The game in the regional market and the competition of resources are also very important. "Li Yaqin said that the recent strategic cooperation between Hisense and TCL announced in the panel field is based on this consideration.
At the same time, the field of high-end color TV brands is still occupied by Japanese and Korean brands, and the competitive advantages of domestic brands rely more on price advantages. The data of Qianzhan.com also shows the inadequacy of color TV companies to compete in overseas markets. From January to October 2016, the average export price of Chinese TV sets has been declining year-on-year. In October 2016, the average price of China's TV exports was US $ 149.2 / unit, compared with US $ 177.07 / unit in the same period last year, and the price dropped by 15.74% year-on-year.
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