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Color TV: the advantage of the online market is further expanded
The price increase of key upstream components has caused color TV manufacturers to increase their shipment prices. Affected by this, the color TV industry in the first half of 2021 has seen a rare phenomenon of “volume decrement and increase”. The overall market retail sales are 58.1 billion yuan, an increase of 15.8 year-on-year. %, retail sales fell 11.0% year-on-year. Driven by the general rise in color TV unit prices and e-commerce promotion nodes such as "May Day" and "June 18", the market advantage of color cables has further expanded. The online market retail sales were 29.6 billion yuan, with an online penetration rate of 51%, surpassing offline for the first time; retail sales accounted for more than 60% again, reaching 62%, surpassing offline for three consecutive years.
The color TV market shows "volume derating and rising"
In the first half of the year, the color TV industry finally jumped out of the main theme of "falling and falling", and the market showed the characteristics of "volume reduction and increase". Due to price increases or shortages of key raw materials, LCD panels, driver ICs, and PCB modules and other key components, TV brand manufacturers have implemented a new round of price increases for their products, raising the average price of color TV products in the first half of the year to 3,332 yuan, a year-on-year increase 34.9%.
The general rise in the unit price of color TV products has ended the "price war" that has plagued the development of the color TV industry, and has also changed the development trend of the color TV industry in recent years that the volume has dropped. As many TV manufacturers issued a new round of product price increase notices in March, color TV sales have experienced a sharp decline of more than 10% for three consecutive months since March, due to the "618" promotion and manufacturers' efforts to promote product structure Optimization and other factors eased the decline in June.
In terms of size, due to the different price increases of different sizes of panels, taking the purchase price in June as an example, the purchase prices of 55-inch, 43-inch, and 32-inch panels have increased by 97.3%, 98.6%, and 151.4% year-on-year; The growth of large-size panels was relatively modest, with 65-inch and 75-inch panels rising by 64.4% and 36.9%, respectively. Affected by this, the size structure of color TV products is accelerating to upgrade to over 65 inches and even over 85 inches. Taking this year's "6.18" promotion as an example, the sales of 65-inch color TVs have approached 55 inches, while the market share of ultra-large screens of 85 inches and above has tripled.
In terms of category, affected by upstream procurement costs and profit pressure, color TV companies are actively changing their marketing strategies and pushing high-end large-screen products. For LCD TVs, large-size Mini
LED backlight TV and 8K TV become the main push category. Taking 8K TV as an example, GfK's data from Yikang shows that the retail volume of 8K TV in the first half of the year increased by more than 500% year-on-year. Although LCD TVs still account for more than 90% of the market share, driven by rising prices of LCD TVs and consumer demand for quality, the market performance of laser TVs and OLED TVs has improved compared with the same period last year. Take the JD platform as an example. In the first half of the year, both OLED and laser TV sales increased by more than 100%. Among them, OLED TV increased by 142% and laser TV increased by 120%.
The color TV industry has formed a differentiated competition pattern
It is worth noting that the new features of color TV, such as games and social networking, spawned by the new crown pneumonia epidemic are being widely accepted by users. In the first half of the year, online social TV sales increased by 72% year-on-year, and game TV sales increased by more than 1,300% year-on-year.
From the perspective of industry competition, product price increases have intensified the industry's Matthew effect. Xiaomi, Skyworth, Hisense, and TCL have become the top four brands in color TV sales. It is worth noting that the above four brands have come out of their own distinctive differentiation. Competitive path. Xiaomi and Redmi brand focus on "extreme cost-effectiveness", and won the first place in sales and sales during the "6·18" period, and achieved sales and sales in iconic sizes such as 55 inches, 65 inches, and 75 inches. The first result. Skyworth has been deeply plowing the OLED TV track. With the ability to manufacture OLED modules (OBM), Skyworth occupies an important position in the high-end OLED TV category. Hisense is committed to promoting the popularization of laser TV consumption. With the help of the 2021 European Cup sports marketing influence, the domestic online sales of Hisense laser TV increased by 288.81% from June 12th to July 12th. TCL relies on TCL Huaxing Optoelectronics in Mini
The deep accumulation in the field of LED panels, Mini LED backlight QLED series TVs have gained popularity in the industry.
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