[IT168 Information] China's electronic information for the first quarter of 2010 jointly organized by the Operational Monitoring and Coordination Bureau of the Ministry of Industry and Information Technology, the Electronic Information Division of the Ministry of Industry and Information Technology, the China Electronics Video Industry Association and Aowei Consulting (AVC) The Industrial Economic Operation and Color TV Industry Research Conference was successfully held on April 22, 2010 at Beijing Wanshou Hotel. Focusing on the theme of “iTV Network Vientiane Visionâ€, the conference made an authoritative summary of the opportunities and challenges of China's IPTV market, and made in-depth analysis and key discussions on the color TV market in the first quarter of 2010. The market hotspots are now refined as follows:
Color TV sales ushered in "open door" Internet TV (iTV) accounted for nearly 1/10
In the first quarter of 2010, China's color TV industry achieved a “open door†under the leadership of the Yuanchun Spring season, and continued to maintain a high-speed growth trend. According to data from Aowei Consulting (AVC), in the first quarter of 2010, the retail volume of China's color TV market reached 11.04 million units, the retail sales volume reached 43 billion yuan, and the retail sales volume increased by 44%. Among them, LCD TV products are the main force in the color TV market. The retail volume is 8.65 million units, accounting for 78.3% of the total retail sales of color TV sets, up 99% year-on-year. The proportion of online TV (iTV) retail sales was 9.5%, and the retail sales accounted for 15.6%. The dominant position of domestic brands was significant.
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In the first quarter, the retail sales of “home appliances to the countryside†accounted for 31%, and flat products accounted for more than 70%. It continued to drive the consumption of color TV in the rural market and became one of the driving forces for the rapid growth of the color TV market. In the new round of “home appliances to the countryside†product bidding, the retail price limit for color TVs has increased to 7,000 yuan, resulting in more and more brands and high-end products participating in it, to a greater extent to meet the range of consumer choice in the rural market. In this form, it has undoubtedly increased the pressure of market competition. The homogenization of products of domestic and foreign brands, the homogenization of prices, and the homogenization of channels have emerged at the same time, which has intensified the competitive environment of the market.
In the face of fierce competition, in the first quarter of 2010, domestic brands relied on the third- and fourth-level market increments and traditional advantages, and still dominated the overall market. According to Avi Consulting (AVC) data, the market share of domestic and foreign brands in the first quarter of 2010 was 79:21. However, with the implementation of the small and medium-sized low-price strategy of foreign brands, the domestic brand competition pressure in the urban market is much higher than before. The terminal price advantage of domestic brands has gradually disappeared, which also poses an arduous challenge for color TV manufacturers to build excellent core competitiveness.
New technology drives overall growth network TV pilot
1. Internet TV (iTV) has become a weapon for China's color TV industry to differentiate its competition.
The development of Internet TV (ITV) technology will become a hot spot in the development of color TV products in 2010. Since TV companies are hardware providers, they all have the ability to produce network TV. This function will become the standard in future color TV products. This is the inevitable result of the development of technology to a certain extent. According to Aowei Consulting (AVC), the online TV market will be 7.77 million units in 2010, and the retail sales will reach 1.47 million units in the second quarter.
From the perspective of enterprises, the network functions embedded in TV products not only enhance the value of products, but also enhance the advantages of products in competition, such as online upgrades, educational and fun, downloading at any time, online chat and other differentiated content and services. Win the consumer's affirmation of the network TV products, and preserve the value of the TV with the advantages of real-time upgrade. From the perspective of consumers, the birth of Internet TV (iTV) conforms to people's strong demand for participation and autonomy, and meets the expectations of consumers of different ages for TV products. From the policy point of view, with the introduction of the "three networks integration" policy, under the strong promotion of national policies, technical support, customer demand and other factors, Internet TV (iTV) will bring huge breakthroughs for the development of color TV enterprises, and promote strong New media industry chain.
At present, although Internet TV (iTV) faces a large market demand, many bottlenecks also hinder its development speed. In particular, the content that can be accessed has limitations, and it is not attractive to consumers; the integration of the three networks is still in the release stage, and the implementation effect is uncertain; the problems of cost and network speed affecting the user experience are urgently needed to be solved.
2, 3D TV has earned enough consumers' attention
In 2009, due to the release of "Avatar", the 3D market was sizzling, and the immersive entertainment experience made consumers linger. In 2010, color TV companies have taken the heat to launch their own 3D TV products. According to data from Avi Consulting (AVC), in March 2010, some color TV companies concentrated on listing a variety of 3D products and achieved more than 40 terminal retail sales. It can be seen that the market has a certain consumption enthusiasm for 3D TV products.
Although 3D TV products are good, but in the initial stage of promotion, a variety of drawbacks will also hinder the popularization of 3D products. The lack of content, product standards are not uniform, visual effects and comfort are not perfect, and the most difficult for consumers to make up their minds is the high retail price of 3D products. The improvement in the cost of 3D TV is the most critical factor in achieving further popularization of this emerging product.
As far as the short-term market is concerned, 3D TVs listed by various brands are the embodiment of R&D value of color TV sets and are important products to enhance brand pull, but they cannot contribute a large share of revenue to enterprises in the short term. As a further development of color TV product technology, 3D TV will become the direction of future products.
3, LED backlight LCD into the popularization process, low carbon environmental protection has become the main selling point
LED-backlit LCD TVs are accepted by consumers with their slim appearance, excellent image quality, energy saving and environmental protection. After a period of market training, it has entered the process of popularization. According to the AVC Consulting (AVC) market survey, in March-April 2010, most brands have launched their own new LED products, and full-size layout. It can be seen that the "May 1" peak season will usher in a rush of LED backlight LCD.
At present, LED-backlit LCD TVs are gradually entering the growth stage and will usher in rapid growth. With the gradual expansion of market demand, factors such as control of upstream resources, product line layout, and cost assessment will bring tremendous pressure to color TV enterprises. According to Aowei Consulting (AVC), the price of LED-backlit LCD TVs will continue to fall during the May 1st period. 32-42 inches will become the main size. The 32-inch promotional price is expected to drop to 3,999 yuan during the May 1st period. It will directly play a role in pulling the market.
All in all, in the first quarter of 2010, China's overall color TV market showed a high-speed growth situation driven by the wave of flat-panel product replacement. The development of differentiated product technologies such as Internet TV (iTV), LED-backlit TV, and 3D TV has enhanced the value of color TV products and given differentiated competition conditions for color TV companies, and achieved remarkable results. In such a fierce market competition environment, the local color TV enterprises will be promoted to enhance their core competitiveness, and the local market advantages of the local color TV enterprises will be brought into full play, so that the domestic market position has been further consolidated.
Differentiated competition into a trend cost becomes the primary factor
1. The cost pressure behind differentiated competition is one of the important factors hindering development.
High-end products such as Internet TV (iTV), LED-backlit TV, and 3D TV are gradually being accepted by more consumers under the promotion of differentiated competition, and the matching product prices, terminal sampling, and after-sales service are gradually becoming more and more important. Implementation. Faced with higher production costs of products, it will undoubtedly bring tremendous pressure to enterprises. Improve cost competitiveness and improve market competitiveness by regulating product layout, controlling raw materials and production costs.
2. Channel expansion, prototype inventory growth, price risk warning
The market environment has driven color TV manufacturers to precipitate the rural market, channel sinking and network expansion, so that enterprises will be burdened with incremental prototypes and inventory, and gradually increase the flat-panel TV inventory turnover and inventory risks to a certain extent. In addition, the expectation of the whole machine enterprise to be too optimistic about the Yuanchun peak season market makes the inventory level in the first quarter generally large, and there is a risk of inventory price loss. Therefore, the whole machine enterprise should have a scientific forecast of the market and reasonable expectations for its own sales, which is the focus of controlling the balance of the invoicing.
3, the market demand is heating up, cautious upstream key raw materials are missing
As the market demand continues to heat up, it is particularly important for companies to control the procurement of raw materials, especially the procurement of key raw materials such as LCD panels and chips. The whole machine enterprise must take precautions, clarify the direction of product promotion, and grasp the consumption trend of the market in real time to avoid the shortage of supply in the peak season market, resulting in a lack of share.
4. Insufficient preparation for new product launch, lack of back-end support
Driven by the advancement of color TV technology, high-tech color TV products came out. Due to the lack of industry standards, the technology will always be questioned by consumers. It can be seen that new products or new technologies need to be prepared before going public, such as industry standards, after-sales service and other supporting work, to speed up the listing of new products.
In the second quarter of 2010, driven by the “May 1†peak season market, this year’s second round of consumption climax will be ushered in. According to Aowei Consulting (AVC), the sales volume in the second quarter will reach 8.1 million units, accounting for 20% of the annual sales; among them, LCD TVs sold 6.89 million units, accounting for 85% of sales. In the second quarter, as the watershed of the color TV market, it will undertake the task of rapidly digesting the spring stocks, constructing the whole-year promotion direction of the whole machine enterprises, and using the peak season promotion to consolidate the market position, so as to achieve the production and sales targets of the whole machine enterprises throughout the year.
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