Global color TV industry entered the adjustment period, industrial upgrading dividends gradually disappeared

The latest statistics from the General Administration of Customs show that from January to August this year, domestic television exports reached 39.62 million units, a decrease of 2.6% from the same period of last year; sales amounted to 8.37 billion US dollars, a year-on-year decrease of 5.4%. The unit price of exported color TV fell from 217.6 US dollars to 211.3 US dollars (about 1350 yuan).

For domestic color TVs, this year's market sales are not good: In the first half of the year, domestic sales have seen volume, price, and price declines, and exports are also today. Global color TV industry has entered the adjustment period of low growth or even negative growth. Industry experts assert that the industry dividends from CRT to flat-panel TV industry upgrades are gradually disappearing.

Color TV unit prices fell 3%

Customs data showed that in August, domestic TV exports amounted to 6.25 million units, although exports from 5.37 million units in July increased by 16.4% from the previous month, but they still could not recover the trend: In the first eight months of this year, domestic color TV export volumes fell Exports and exports fell 2.6% and 5.4% year-on-year. The unit price of color TV before the export in August dropped by 6.3 US dollars year-on-year, which was 3% lower than the same period of last year.

“The increase in domestic TV shipments in August is not a true market growth, but rather a 'share replacement' phenomenon – domestic brands have seized market share of some high-end products abroad due to their low price advantage.”

Luo Qingqi, a senior director of Pare Consultancy, said that the main reason for the decline in the unit price of domestic TV exports was the sharp drop in global TV panel prices, which reduced the overall cost of TVs to a certain extent; coupled with global market downturn and consumer confidence The index fell, and the TV unit shipment unit price was pulled down.

It is not only domestically produced TV sets that are "injured." Displaysearch data show that in the second quarter of this year, Samsung TV ranked first in the world with a market share of 22.6%, but its TV revenue decreased by 10% year-on-year; LG TV share was 14.4%, ranking second, and operating revenue decreased slightly year-on-year. 1%; Sony TV market share was 11.7%, business revenue fell 11% year-on-year.

In the second half of the year, faced with greater pressure, market research agency Displaysearch lowered the forecast for global LCD TV shipments in 2011, down from 225 million units at the beginning of the year to 210 million units. This was due to adjustments in the mainstream markets in Europe, America, Japan, and North America in 2011. Up to 2%, both Europe and Japan will experience negative growth.

“The industry dividends from the CRT to flat-panel TV industry upgrade are gradually disappearing,” said Yang Dongwen, vice president of Skyworth Group, frankly, the flat-panel TV business has experienced a slowdown in global growth.

In spite of this, the Chinese market will continue to be the main battlefield for major TV brands. Zhong Yikang analyst Peng Xiandong analyzed that Samsung and Sony's operating pressure on the international market will be transferred to the domestic market. Foreign brands will pay more attention to low-cost production and low-cost promotions in the second half of the year, and domestic color TV companies may face greater pressure.

Yang Dongwen believes that since the TV sales season in the rural market will usher in, the overall sales of the industry will be better than in the first half of the year. In terms of rural market channels and marketing, domestic brands will have more advantages than foreign investment.

Written by: Southern Reporter Wang Xiaoxing, Intern Morris Energy Saving Data General CRT products, taking a 17-inch display as an example, 17-inch flat-panel display consumes more than 70W, some can reach 50-60W, and 17-inch LCD display power is common 30-40W or so.