TV industry as a whole showed a recovery trend

“During the May 1 Golden Week, in the sales of branch offices in first-tier cities, 4K TV sales accounted for 10% of the total, and this year the total volume of Skyworth TV in the Chinese market was more than 30%, of which the proportion of 4K extremely clear TVs was to reach 8%, sales accounted for 15%.” Skyworth- RGB China general manager Liu Yaoping revealed that in the just completed 2012-2013 financial year, relying on the proportion of high value-added products to increase sales, Skyworth achieved its establishment Since the best semi-annual report results, Skyworth will firmly implement the high-end brand strategy put forward last year while the color TV industry is recovering. 4K is the technical support of the strategy.

TV industry recovery

"In the first quarter of last year, due to the withdrawal of home appliances to the countryside, trade-in policy, and the Spring Festival off-season and other factors, the overall color TV market experienced a few negative growth, resulting in a low base of industry data in the first quarter of last year, which is also a big increase in the industry this year. One of the reasons.” Zhang Bing, director of market research at Displaysearch China, explains that the energy-saving and benefit-enforcing policy that began in May last year was the initial incentive for this round of TV industry recovery. From June onwards, the entire industry has resumed positive growth. Local brands become the biggest beneficiaries.

However, the energy-saving and people-friendly policies have driven the rapid growth of 32-inch and other low-end LED LCD TVs. Skyworth and other local brands have also surpassed foreign brands in 42-inch, 46-inch, even 55-inch and other large-size areas. Although there is no official conclusion on whether energy-saving Huimin will continue after the expiry of this year's end of May, Liu Zhizhi said that for local brands that Skyworth and other high-end markets have gained an overwhelming advantage, the impact of policy exit is minimal.

The latest research report of Galaxy Securities pointed out that the existing replacement demand for 450 million CRTs and early LCD TVs, as well as a new multi-machine market demand, as well as the engineering machine market, a potential annual market of 27 million units will bring The market demand of nearly 90 million units each year means that the domestic color TV market will nearly double from the current scale in the next five years.

First-line camp competition

The recovery of the color TV market will continue. Competition between local brands such as Skyworth and TCL, and foreign brands such as Samsung, and even Lenovo and LeTV, which are preparing to deliver products from the IT Internet, will continue.

Japanese brands such as Sony, Sharp, and so on, this year's 51 market share fell sharply year-on-year, Japanese brands have not achieved the expected goal through the counterattack of new product strategy this year. As a result, competition in China's color TV market is concentrated in several domestic brands such as Skyworth, Hisense, and TCL, as well as between Samsung, the world’s largest LCD TV maker. Samsung, however, only has certain channels in certain first-tier cities such as appliance chains. Advantage.

The report of Galaxy Securities pointed out that “with the completion of the local LCD panel industry chain layout and the strategic cooperation between China’s color TV manufacturers and Taiwan’s panel makers, the current gap between foreign brands such as Samsung and Sony in China is only in the brand value, In particular, smart and other application technologies, Chinese brands have more advantages.” During May 1st, Skyworth’s sales exceeded its main competitors and maintained an increase of more than 25%, confirming this judgment.

4K dominant

TV industry as a whole showed a recovery trend, but the color TV industry has entered a new crossroads in the direction of technological upgrading. At this year's CES in the United States, Samsung and LG Electronics' 55-inch QAM-OLED televisions, as well as flexible OLED panels, once caused the TV market to fall into the panic of OLEDs that will quickly replace existing LCD TVs.

However, according to data provided by market research organizations, the yield of 55-inch OLED panels is still only single-digit, which is far from 90% of the yield requirement. Therefore, OLEDs will be used in large-size televisions in the next five years. Difficult to break through, and currently its price is nearly 10 times that of LCD TVs of the same size. This gave local TV brands a good opportunity for development. 4K ultra-high-definition technology has become the focus of local color TV giants. The market performance of this product has far exceeded the expectations of the industry at the beginning of this year. The global 4K ultra-high-definition shipments will reach 1.2 million units, and will be upgraded to 2 million units later. In August last year, Skyworth took the lead in launching 84-inch 4K TVs among local brands. This year, it also launched a full range of 4K TVs in the cloud TV market. During this year's 51, 4K TV sales in some of its markets accounted for more than 10%.