Recently, the forecast data released by Sigmaintell, a third-party data monitoring organization, shows that in 2016, Chinese brands (China's six major brands + LeTV) will reach 83.6 million color TV shipments, an increase of 15% over 2015. 10 million units, surpassing Korean brands for the first time in years, ranking first in global sales.
On the contrary, due to the weak growth of overseas brands in the overseas market, it is difficult to open the market. Shipments in 2016 are expected to drop by about 3%. It is worth noting that although China's domestic market still has growth, the competition is fierce, and many overseas emerging countries and regions are still in the popularization period of LCD TVs.
According to the "Daily Economic News" reporter, most domestic institutions, including color TV companies, have predicted that the domestic color TV market is basically in a stable growth stage in recent years, and the large growth in the domestic market this year is unexpected. Qunzhi Consulting expects that China's six major brands and LeTV's domestic shipments will reach 51.2 million units in 2016, a year-on-year increase of 12.5%.
For the reason for the rapid growth of the domestic color TV market, Qunzhi Consulting said that on the one hand, the popularity of LCD TVs in China was basically between 2008 and 2013, when the state used the three policies of “home appliances to the countrysideâ€, “old-for-new†and “energy-saving subsidies†to promote consumption. After replacing CRT TV, after six years, the Chinese market has fully entered the LCD TV update cycle. In addition, the reporter learned that the upstream panel's previous price was low, and it also provided protection for the color TV business impulse.
“This is a milestone event.†Li Yaqin, deputy general manager of Qunzhi Consulting, believes that China’s color TV brand shipments have reached the top in the world, on the one hand, thanks to the global market itself, which has grown by 3% to 4%, especially emerging. Countries such as India, Indonesia and other populous countries are in the cycle of replacing CRT TVs with LCD TVs; on the other hand, they have seized the market share left by the decline of Japanese brands.
The growth rate of overseas markets is much higher than that of the domestic market. The data released by Qianzhan.com shows that from January to October 2016, China’s TV exports (including OEM and OEM) reached 68.18 million units, an increase of 14.55% over the same period. According to the data of Chinese brand TV, Qunzhi Consulting expects to export 32.4 million units in 2016, a year-on-year increase 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 joined this fierce competition in recent years. This together encourages Chinese brand TVs to officially surpass Korean brands in 2016 and become global shipments. The largest regional brand. However, behind this high-speed growth, Chinese color TV companies are also facing many challenges.
“Panels account for 60% to 70% of TV costs, but in fact the panel market fluctuates greatly. In the long run, how to ensure the stability of this strategic resource is also a challenge. In the future, the game between brands will be different. The game of regional markets and the competition of resources are also very important.†Li Yaqin said that Hisense and TCL recently announced that the strategic cooperation in the panel field is based on this consideration.
At the same time, the current high-end color TV brand is still occupied by Japanese and Korean brands, and the competitive advantage of domestic brands is more dependent on price advantage. The data of Qianjin.com also shows the shortage of color TV enterprises in overseas markets. From January to October 2016, the average price of Chinese TV outlets has been falling. In October 2016, the average export price of China's TV sets was US$149.2 per unit, compared with US$177.07 per unit in the same period last year, and the price dropped by 15.74%.
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