TV-category upgrade “cold winter” the slowdown
Flat-panel TV consumption situation in China the 2014 and 2015 forecast report in 2014, China’s color TV market narrowed the overall demand, falling sales. Despite, second half of TV sales more half has picked up, but still cannot reverse industry first now negative of “trapped Council”. According to China electronic Chamber of Commerce consumption electronic products Survey Office research data analysis, 2014 second half of flat TV retail volume about for 22 million Taiwan, annual sales 42 million Taiwan, compared with declined 6.7%. is expected to 2015 China flat TV market needs will continues to maintained in 42 million Taiwan around, recently years whole TV market has entered adjustment period.
First, the 2014 mainstream foreign TV brands in new display technology innovation competition is becoming increasingly fierce, surfaces, OLED, screen theater, new display technologies such as quantum dots by laser product categories diversified with both competition gradually. 2015 new tablet will gradually replace traditional TV LED TV category, as consumer markets team.
Secondly, despite the emergence of new screen technologies to speed up flat-panel TV category diversified, but the degree of commercialization of the new category of television products are not high. By contrast, 2014, the 4K ultra HD TV both increased their market share and penetration rates, growth is strong. According to incomplete statistics, current domestic flat TV market, mainstream TV brand about has 81 a series, and more than 220 balance 4K Super HD TV sale, estimates 2014 annual 4K Super HD sales about for 8 million Taiwan, overall accounted for than close 20%. is expected to in industry chain construction further perfect, and market more mature of background Xia, 2015 4K TV will entered in-depth universal and normal of development of a years, 4K products consumption accounted for than is expected to reached 40%.
Again, in the designs and display technology on the basis of, the past two years the rise of the Internet, is promoting the TV from the “pure end product” into a set of “information, application, monitoring and data”, such as an interactive platform, or access platforms. At present, firms have been on television this “interaction platform” for personalization features to expand and extend to meet more subdivided user’s individual requirements. Future TV products of value is the ultimate audio experience based on individual needs met.
Finally, the Internet has changed the traditional TV product form, also changing household appliance traditional sales channels. In the appliance market is fully “webify” background, 2014, home network shopping market retail share continued to expand. Third-party research data show that 2014 1 October, TV online sales volume reached 5.73 million units, an increase of 77%, accounting for overall sales up 16% TV. with the rapid expansion of the home appliance business State, ice fire appliances online and offline sales days of differentiation trend becomes apparent. Expected in 2015, the flat screen TVs online market share will reach 20%. associated with e-commerce platform “logistics systems” construction and improvement, broken appliances power purchase channel experience, price, vendor relationships, such as the traditional “values”.
China electronic Chamber of Commerce Deputy Secretary-General, and with name appliances expert Lu Renbo pointed out that, current, TV manufacturing enterprise not only to face national macroeconomic growth slowed, and “Hou policy era” consumption needs insufficient, from external economic environment of pressure, while, products with mass of, and industry chain each links cost constantly higher, and core technology discourse right insufficient, and products life cycle shortened and industry itself transformation upgrade of lag, problem, also prompted TV industry of competition steering stock market.
But in the long term, short-term market volatility and cyclical rise and fall is in line with the principles of sustainable development of economy and society. And, along with construction of new towns and the category IV home appliances replacement needs of the market, future flat-panel TV market will also be incremental space. Domestic flat-panel TV industry under the impact of new technologies, will usher in a product category upgrade, home appliances online shopping speed key nodes.