China is already the world’s largest TV market, with nearly 50 million units being sold globally every year. But in previous years, TV sales have hovered around 45 million –48 million units, and it has not really exceeded 50 million units. However, the situation has changed this year, and sales may have historically exceeded 50 million units.
Breakthrough in economic stabilization
According to statistics from third-party authoritative data institutions, China's color TV retail market has been thriving in 2016. Apart from stable economic environment, enhanced consumer confidence, and significant real estate growth and other environmental factors, TV companies frequently promote and set up color TV companies. The brand day is the main factor that stimulates the TV market to be extremely popular. The annual retail sales will historically exceed 50 million units.
This is a historical moment for the Chinese color TV industry. Let's briefly review the performance of the data in the past two years. In 2015, the global color TV shipments reached 230 million units, a decrease of 2.5% year-on-year. Although 2015 was affected by the macro economy and industry characteristics, the growth of color TV market was weak, but China has become the world's main TV production and sales area, and the performance of color TV retail market still bucked the trend. The scale reached 46.74 million units, a year-on-year increase of 4.8%. Retail The amount of 157.2 billion yuan, an increase of 7.5%.
In 2014, the total volume of China's color TV market was 44.61 million units, a year-on-year decrease of 6.6%; sales were 146.2 billion yuan, a year-on-year decrease of 14.5%.
From 44.61 million units in 2014, to 46.74 million units in 2015, and to 50 million more units this year, China's color TV industry has grown in a contrarian direction and delivered a good answer.
It should be noted that in the first half of 2016, the volume of retail sales in the Chinese color TV market was 23.51 million units, an increase of 6.9% year-on-year, and retail sales amounted to 71 billion yuan, a year-on-year decrease of 4.0%. In other words, under the influence of E-Commerce Day and major Internet brands in the second half of the year, the retail volume of color TVs has reached 27 million units.
The rise of Internet brands replaces foreign investment
In the past two years, with the emergence of Internet brands such as LeTV, PPTV, Xiaomi, and Xiao Wei, traditional television manufacturing brands such as Hisense, Skyworth, and TCL have been affected somewhat, but even foreign brands such as Samsung and Sony have become more influential. In short, China's color TV brands have undergone major changes at any time.
Taking the first half of the year as an example, brand competition in the color TV market has become more intense and intense. On the one hand, foreign brands, especially Japanese brands, have reduced their business in China, and domestic brands have dominated. On the other hand, traditional brands and Internet brands have shown a trend of double competition, and they have faced each other from the online to the offline market and have faced each other. . According to statistics, the market share of domestic traditional brands in the first half of 2016 was 75%, a decrease of 3.8 percentage points from the previous year; the market share of internet brands was 16%, which was 7.9 percentage points higher than that of last year; the foreign brand market share was 9 %, 4.1% lower than last year.
In the third quarter, Internet brands further squeezed the space for foreign brands represented by Samsung, Sony, and LG. Statistics show that in the third quarter, the sales volume of Internet brands in the color TV market was 22.5%, an increase of 11.8% over the same period of last year; the market share of domestic traditional brands and foreign brands all declined. Judging from the change in the proportion of price segments, the advantage of foreign brands in the high-end market is still obvious, and traditional brands have begun to tap the mid-to-high-end market.
The emerging brands of the Internet performed the most eye-catching activities in the third quarter of the festival. They had created their own brand days and no longer relied on channels. At the same time, the intensive press conference also increased the exposure of Internet brands.
55 inches and above are generously sized
From the second half of this year, there are clear signs that manufacturers are consciously pushing large-size TVs with 55-inch or larger sizes. At the National Day Golden Week, Shuang 11 and other key statistical analysis of the node, the size is nowadays hot. In the large-size market of 50 inches or more, the signs of price war are extremely fierce. Since the beginning of the year, the proportion of the lowest price has exceeded 30%. Obviously, abandoning small and grabbing big has become the common goal of television manufacturers.
The bigger and bigger the size has become the trend of today's TV market, 55-inch TVs have become the first choice in the family living room, and as the scope of people's acceptance is more open, 60-inch and above smart TV size will gradually be sought after by people.
The data in the first half of the year can be slightly trended. From an area perspective, in the first half of 2016, the sales area of ​​color TV market was 14.19 million square meters, an increase of 18% from the same period of last year; from the size point of view, the color TV market in the first half of 2016 had a star size of 55 inches and a market share of 21.8%. The growth of 10.1 percentage points last year has become the largest increase in the color TV market in the first half of 2016, and it has also become the dividing line of the TV screen; the 65-inch market share was 3.6%, an increase of 2.2 percentage points from last year; the market share of 55+ TV was 28.8%, 11.8 percentage points higher than last year. 43-inch accelerated replacement of 42 inches, with a market share of 12.0%, an increase of 9.4 percentage points from last year.
Double 11 has verified this trend, and the entire network statistics report shows that on November 11th, the percentage of 50-inch and above televisions has reached 51.2%, which has become the most important size segment. Among them, 55 inches is a wonderful work. The 5% increase in market share has achieved a market share of 31.8%. Become the largest size of a full-size segment.
From the average size, the global panel average size increased to 41.3 inches in the third quarter. China's color TV retail market leads the world. In the third quarter, the average size of the Chinese color TV market is 46.6 inches, and it is expected to continue to grow in the fourth quarter. In terms of sub-dimensions, the 55-inch market share is 23.4%, still occupying the top position, and the 55-inch and above product penetration rate has already occupied one-third of the market. As the large-scale further deepens, the key dimensions will continue to move upwards. It is expected that the 65-inch share in 2017 will reach 5.7%.
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, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
Breakthrough in economic stabilization
According to statistics from third-party authoritative data institutions, China's color TV retail market has been thriving in 2016. Apart from stable economic environment, enhanced consumer confidence, and significant real estate growth and other environmental factors, TV companies frequently promote and set up color TV companies. The brand day is the main factor that stimulates the TV market to be extremely popular. The annual retail sales will historically exceed 50 million units.
This is a historical moment for the Chinese color TV industry. Let's briefly review the performance of the data in the past two years. In 2015, the global color TV shipments reached 230 million units, a decrease of 2.5% year-on-year. Although 2015 was affected by the macro economy and industry characteristics, the growth of color TV market was weak, but China has become the world's main TV production and sales area, and the performance of color TV retail market still bucked the trend. The scale reached 46.74 million units, a year-on-year increase of 4.8%. Retail The amount of 157.2 billion yuan, an increase of 7.5%.
In 2014, the total volume of China's color TV market was 44.61 million units, a year-on-year decrease of 6.6%; sales were 146.2 billion yuan, a year-on-year decrease of 14.5%.
From 44.61 million units in 2014, to 46.74 million units in 2015, and to 50 million more units this year, China's color TV industry has grown in a contrarian direction and delivered a good answer.
It should be noted that in the first half of 2016, the volume of retail sales in the Chinese color TV market was 23.51 million units, an increase of 6.9% year-on-year, and retail sales amounted to 71 billion yuan, a year-on-year decrease of 4.0%. In other words, under the influence of E-Commerce Day and major Internet brands in the second half of the year, the retail volume of color TVs has reached 27 million units.
The rise of Internet brands replaces foreign investment
In the past two years, with the emergence of Internet brands such as LeTV, PPTV, Xiaomi, and Xiao Wei, traditional television manufacturing brands such as Hisense, Skyworth, and TCL have been affected somewhat, but even foreign brands such as Samsung and Sony have become more influential. In short, China's color TV brands have undergone major changes at any time.
Taking the first half of the year as an example, brand competition in the color TV market has become more intense and intense. On the one hand, foreign brands, especially Japanese brands, have reduced their business in China, and domestic brands have dominated. On the other hand, traditional brands and Internet brands have shown a trend of double competition, and they have faced each other from the online to the offline market and have faced each other. . According to statistics, the market share of domestic traditional brands in the first half of 2016 was 75%, a decrease of 3.8 percentage points from the previous year; the market share of internet brands was 16%, which was 7.9 percentage points higher than that of last year; the foreign brand market share was 9 %, 4.1% lower than last year.
In the third quarter, Internet brands further squeezed the space for foreign brands represented by Samsung, Sony, and LG. Statistics show that in the third quarter, the sales volume of Internet brands in the color TV market was 22.5%, an increase of 11.8% over the same period of last year; the market share of domestic traditional brands and foreign brands all declined. Judging from the change in the proportion of price segments, the advantage of foreign brands in the high-end market is still obvious, and traditional brands have begun to tap the mid-to-high-end market.
The emerging brands of the Internet performed the most eye-catching activities in the third quarter of the festival. They had created their own brand days and no longer relied on channels. At the same time, the intensive press conference also increased the exposure of Internet brands.
55 inches and above are generously sized
From the second half of this year, there are clear signs that manufacturers are consciously pushing large-size TVs with 55-inch or larger sizes. At the National Day Golden Week, Shuang 11 and other key statistical analysis of the node, the size is nowadays hot. In the large-size market of 50 inches or more, the signs of price war are extremely fierce. Since the beginning of the year, the proportion of the lowest price has exceeded 30%. Obviously, abandoning small and grabbing big has become the common goal of television manufacturers.
The bigger and bigger the size has become the trend of today's TV market, 55-inch TVs have become the first choice in the family living room, and as the scope of people's acceptance is more open, 60-inch and above smart TV size will gradually be sought after by people.
The data in the first half of the year can be slightly trended. From an area perspective, in the first half of 2016, the sales area of ​​color TV market was 14.19 million square meters, an increase of 18% from the same period of last year; from the size point of view, the color TV market in the first half of 2016 had a star size of 55 inches and a market share of 21.8%. The growth of 10.1 percentage points last year has become the largest increase in the color TV market in the first half of 2016, and it has also become the dividing line of the TV screen; the 65-inch market share was 3.6%, an increase of 2.2 percentage points from last year; the market share of 55+ TV was 28.8%, 11.8 percentage points higher than last year. 43-inch accelerated replacement of 42 inches, with a market share of 12.0%, an increase of 9.4 percentage points from last year.
Double 11 has verified this trend, and the entire network statistics report shows that on November 11th, the percentage of 50-inch and above televisions has reached 51.2%, which has become the most important size segment. Among them, 55 inches is a wonderful work. The 5% increase in market share has achieved a market share of 31.8%. Become the largest size of a full-size segment.
From the average size, the global panel average size increased to 41.3 inches in the third quarter. China's color TV retail market leads the world. In the third quarter, the average size of the Chinese color TV market is 46.6 inches, and it is expected to continue to grow in the fourth quarter. In terms of sub-dimensions, the 55-inch market share is 23.4%, still occupying the top position, and the 55-inch and above product penetration rate has already occupied one-third of the market. As the large-scale further deepens, the key dimensions will continue to move upwards. It is expected that the 65-inch share in 2017 will reach 5.7%.
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, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
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