On December 18th, the 2017 (Thirteenth) China Flat Panel TV Industry Conference hosted by the China Electronics Chamber of Commerce (CECC) and the China Electronics Standardization Institute (CESI) was held in Beijing. The newly released “2017 China TV Consumption and 2018 Trend Forecast Report†shows that in 2017, the sales volume of color TVs in the Chinese market was about 48 million units, which was basically the same as 2016; the highlight was that the market share of artificial intelligence TVs increased significantly, which was a year-on-year increase of 80 percent. %. From this consumption trend forecast, artificial intelligence will become the standard for color TV products in 2018.
Demand for color TV market, downward pressure on competition will intensify structural upgrading of product upgrades
Looking at the TV industry in 2017, due to the tight supply and demand of the upstream panel, it brought a series of suppression to the downstream industry, which has plagued the production and market behavior of the terminal TV companies. The sales market has become increasingly "stressful." On the one hand, TV manufacturers are affected by upstream supply costs, and products have to rise in price. On the other hand, consumer demand is sluggish, and TVs are required to cut prices. Production companies are caught in the middle game, and they are hard to find, leading directly to most televisions. Machine company profits have shrunk dramatically. The depressed market environment and slow growth have brought about more fierce competition in the color TV industry. Among these, some Internet TV companies have died down, and traditional TV companies have experienced unprecedented decline in profits. Data show that in the first half of 2017, China's color TV market shipments were 22.51 million units, a year-on-year decrease of 10.8%.
In the second half of 2017, there was no apparent improvement in the domestic color TV market. Product sales did not significantly exceed those in 2016, but sales rose in general and the market environment gradually became normal. OLEDs, quantum dots, laser televisions, artificial intelligence, etc. The main new technologies and new products have entered a more intensive market battle. From the perspective of product category, with the addition of Sony, OLED camps with brands such as LG, Skyworth, Changhong, and Konka have become more and more powerful; Quantum-dot TVs have seen a significant increase in penetration rate driven by TCL, Samsung, and Hisense. As a rapidly growing category, laser television has also become an important product for Hisense, Changhong, BenQ, and Miji.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said that the color TV market upgrade and product structure adjustment are the main theme in 2017, and consumer demand for large-screen, high-end, and differentiated personalities is being released. The "2017 China TV Consumption and 2018 Trend Forecast Report" shows that display technology innovation is the core factor driving the color TV industry. The upgrading of high-end product structure is an important direction for future TV industry profits.
Large-screen television consumer trends clear laser TV seated in the dark horse
In 2017, black technology keywords such as “narrow bezel†and “full screen†entered the hot search keywords of the year, especially the big screen, which has become almost the most representative selling point of all display products, product positioning and consumer market demand. Achieve the best tacit understanding. The “2017 China TV Consumption and 2018 Trend Forecast Report†pointed out that in 2017, the overall product positioning and market promotion direction of the Chinese flat-panel TV industry converge, and consumers expect that the replacement TV size will be mainly between 50-60 miles, and large-size high-end TVs Become the common point of color TV's product positioning; consumers expect the price of TV is concentrated in the 3000-10000 yuan, and with the continuous improvement of the domestic color TV industry chain, the average product price is expected to continue to decline.
Chinese and foreign mainstream TV manufacturers have been locked in large-screen high-end products, not only the traditional domestic machine companies Hisense, Skyworth, Changhong, TCL, etc., foreign-funded companies Samsung, Sony, Sharp, Philips, Toshiba, etc., have all aimed at the big-screen market. Hisense adopts ULED+ laser television combination to force the big screen market; Skyworth releases G9 series and 98å‹8K televisions, and mainly pushes OLED large-size TVs; Changhong TV mainly promotes CHiQ fashion brands and frequently releases large-size artificial intelligence TVs; TCL launches 85-inch X6 XESS private cinema TV; Konka launches LED 75 inch large-screen TV; Samsung focuses on the Quantum-dot TV market of more than 55 miles; Sony focuses on high-end large-screen, focusing on the size of 75 inches; Sharp high-profile release of a variety of 60 Englishå‹ More than LCD TVs and 8K TVs. Even Toshiba TV, which was relatively low-key before, adjusted its product structure in 2017 and broke through traditional technology concepts. It introduced a 65-inch curved quantum dot TV and began to move closer to the high-end screen. Large-size, ultra-thin, curved surface, 4K large-size TVs, these products with obvious high-end TV “symbols†have become mainstream in the TV consumer market.
In addition to the PK of OLEDs, quantum dots, and LCD technology streams, laser TV has risen in 2017 and has become another strong and powerful new competition for color TV technology competition.
In the store, laser television attracted more and more people and appeared within the range of consumers' choices. It began to show significant growth. According to the statistics from Ove Cloud Network, the sales volume of color TV products such as quantum dots, OLED and laser projection in the domestic market rose by 44%, 96% and 235%, respectively, from January to June 2017. Although the total base is lower, the growth of laser TV is strong. Not only has the industry's overall sales volume slackened, it has risen in contrarian conditions. It has also shown that in the PK of the other two new display technology products, it cannot be ignored. The competitiveness.
Comparing with other categories, TV is rare and 100 miles, laser TV can not only easily reach the level of 100 miles, but also in terms of picture quality has entered the 4K era from 2K, the display has greatly improved. In 2007, Hisense took the lead in deploying the field of laser television, and achieved complete independent research and development and independent production of laser television. The company has applied for 412 patents and has taken the lead in introducing the world's first 100-inch ultra-short-focus laser television and 100-inch 4K ultra-short-focus laser television. The first ultra-short focus two-color laser television. At present, Hisense laser television has covered 80, 88, 100, 120, 150 å‹ 5 large format segments, its display performance, sound effects and intelligent experience fully upgraded to meet the needs of users of all scenes of the family of large-screen audio and video products. Changhong expects to launch 4K laser television in the first half of 2018. In addition, BenQ, Miji, Ailuowi and other brands have already joined the laser TV camp. Not only that, Sony, Philips, etc. also said they would force laser television.
In this regard, Lu edge wave analysis shows that display technology innovation, laser television has many advantages, can fully meet the needs of the TV market, large screen, 2017 is the year of laser TV to achieve explosive growth, in 2018, forecasting the use of World Cup marketing Together with the upstream and downstream industries, the development potential of laser television is worth looking forward to.
Policy and Market Dual Focus AI TVs Will Be Popularized
The report of the 19th National Work this year proposed to promote the deep integration of the Internet, big data, artificial intelligence and the real economy. In order to thoroughly implement the spirit of the Nineteenth National Congress, the Ministry of Industry and Information Technology recently issued the “Three-year Action Plan for Promoting the Development of a New Generation of Artificial Intelligence Industry (2018-2020)†to effectively promote the development of the artificial intelligence industry and help the transformation and upgrading of the real economy. In the field of color TV manufacturing, the artificial intelligence boom has already begun. The "Artificial and Intelligent TV Industry Alliance," jointly initiated by the China Electronic Chamber of Commerce and Jingdong Appliances, will also help the integration of artificial intelligence technology and television industry in technological innovation, application breakthrough, and marketing promotion.
Jingdong Big Data showed that the search frequency of “Manual Intelligence†keyword search on JD.com platform continued to increase. In July 2016, artificial intelligence TVs accounted for 13.3% of Jingdong’s SKU (inventory unit), and 31% in December of this year, an increase of 133%. . Artificial intelligence television has achieved rapid development in the Chinese market, and many TV companies have launched color TV products that use artificial intelligence as their selling point. This is especially true for Changhong's CHiQ TV market. In October this year, Q5K, an artificial intelligence TV product featuring far-field voice, voiceprint recognition, and fuzzy search, was newly launched to refresh the industry with new heights.
Haier also strives to build the fourth-generation artificial intelligence TV of Ali and truly realizes full-range voice control; Lenovo releases a new artificial television i3; Samsung introduces artificial intelligence assistant Bixby, which predicts the industry, which is also to prepare for the follow-up of artificial intelligence television.
At the same time, the "2017 China TV Consumption and 2018 Trend Forecast Report" pointed out that although artificial intelligence television will usher in a rapid increase in market size, it should also recognize that the application of artificial intelligence technology is still in its infancy. There is still a gap in intelligence and great future potential.
Lu Renbo said that this year is the harshest winter in China's color TV industry. The more depressed the market environment, the more it will stimulate competition among TV brands and promote industrial restructuring. The fundamental driving force for the continuous development and development of the color TV industry is technological innovation to promote the upgrading of the industrial structure. At the same time, perfecting the service mechanism of the upstream and downstream industry chains requires not only high technology, but also high-end services, and fundamentally starting from the high-end transformation.
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