Eleventh color TV market expects: Quantum dot TV and OLED TV fight will be more "fierce"

Zhong Yikang believes that the upcoming 11th Golden Week color TV market will not appear as “low-cost rampage” as it did last year. Due to rising panel prices and other reasons, the Internet brands that opened their way at low prices Faced with difficult operations, the company entered the adjustment cycle and could not launch a low-cost offensive. On the contrary, QD TVs and OLED TVs with excellent display technology in color TV industry will usher in a small outbreak in the 11th promotion this year.

Why is there a "little climax" in this year's Eleventh Quantum Dot TV and OLED TV? Zhong Yikang believes that the main reasons are as follows.

First, the trend of consumption upgrade has been formed. At present, the color TV industry has changed its consumption concept from material consumption to enjoyment consumption. Quality products are increasingly favored by consumers. In particular, the proportion of high-end color TVs over 8,000 yuan in the market has continued to rise. In August, the share of retail sales was 1.2 times that of January, which means that high-end quality products are ushering in a good opportunity. The current high-end color TV products represent the leading technology, quantum dots and OLED TVs are leading, which indicates that a large number of consumers will focus on purchasing high-end color TVs such as quantum dots and OLED TVs during the 11th promotion period.

Second: The product lineup of quantum dot TVs and OLED TVs is also growing. This year, both the Quantum TV camp and the OLED TV camp are actively "expanding". On the one hand, they are pulling more brands into their own camps. On the other hand, some of the main color TV makers are making every effort to expand more product models to the market so that consumers can have more. More choices, more credibility.

In Yikang statistics, QD TVs currently cover 7 sizes from 49” to 88”, an increase of 1 size (75”) compared to the beginning of the year, and the total number of product models has increased by 14 and increased by 42%. The TV side is also actively expanding. OLED TVs currently cover 55", 65" and 77" sizes. Since the beginning of this year, the number of products for each size has been expanded. In August, the total number of SKUs increased by 12 compared to January, an increase of 38%.

Third: Quantum dots and OLED TV prices are tilted toward the people. In OLED TVs, Skyworth directly pulled new 55-inch OLED TVs into less than 10,000 yuan. The price of OLED TVs has fallen by more than 20% since the beginning of the year, and the ratio of prices to ordinary 4K products has fallen from 3.3 times at the beginning of the year to 2.5 times now. , which is substantially closer to the price of ordinary 4K products.

Quantum-dot TVs, on the other hand, have also lowered their prices. At the beginning of September, the 55-inch Quantum TVs sold by Hisense in Jingdong had a minimum price of 6,599 yuan. In addition, Internet TV brands such as Popular, Love Mango, and LeTV joined the QD camp, driving down the price-sensitive range of QD TVs. The price of quantum dot TVs is currently down by 4%, and the price ratio of ordinary 4K products has shrunk from 2 times at the beginning of the year to 1.9 times now.

According to industry sources, QD TVs and OLED TVs are on a multi-dimensional scale ranging from brand camps to product quantity. Both quantum dot camps and OLED camps have entered the stage of tie-breaking competition. The 11th fight this year will be wonderful for the outside world. During this period, whoever's products can go further, depending on the display effect, user experience, and technical stability will bring about some "changes."