Internet TV low price invasion color TV business "cabbage price" against very hurt

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"No bottom line" of the Internet enterprises to low-cost strategy to carve out the color TV market quickly, so that "Chinese cabbage price" against the traditional color TV companies are injured. Allwin consultation recently released the first half of the color TV industry sales data show that 3721.html ">2014 in the first half of the year color TV sales for 20.93 million units, down 9%." A further sign of corporate anxiety is that sales have fallen far ahead of sales. In the first half, the color TV industry sales 69.6 billion yuan, down 15%. Among them, the most mainstream LCD products, sales 20.57 million units, down 6%; sales 68.3 billion yuan, down 12%.

"Even if you sell the product, it becomes more and more difficult to make money." The head of a color TV company said to the Beijing Morning News reporter.

Market average price reduced to 3095 yuan

Data show that into the 2014, color TV products in the structure of the upgrade, the price is increasingly low-end. 4000 Yuan of the following product share rapid growth, June offline market average price has been reduced to 3095 yuan.

Behind this trend, the decline in sales amounts is basically double digits. 2014 Two color TV market sales 10.03 million units, sales 33 billion yuan, down 18%. LCD TV sales of 9.91 million units, down 4%, sales of 32.6 billion yuan, a sharp decline of 14%.

The overall market slump, reflected in the color TV listed company's semi-annual report. Among them, TCL Multimedia (1070.HK) in the first half of this year turnover of about 15.203 billion Hong Kong dollars, down 15.9%, gross margin of about 2.382 billion Hong Kong dollar, a year-on-year decline of 16.1%, net profit of about 168 million Hong Kong dollar, year-on-year decline of 13.8%. Hisense Electric (600060.SH) first half of the revenue of 13.258 billion yuan, down 2.54%, attributable to the listed company shareholders net profit of 613 million yuan, down 24.37%. Shenzhen Konka A (000016.SZ) color TV market sales and sales have also declined.

Skyworth Digital (00751.HK) The latest announcement of the August television sales volume of 1.126 million units, of which, China's color TV division sales 838,000 units, growth of 8%, but the Chinese market sales have fallen by 10%.

Allwin Consulting forecasts that, in the second half of 2014, although color TV sales are expected to reach 24.98 million units, up 1% year-on-year, but sales will still fall sharply, to 81.9 billion yuan, down 8%.

Enterprises turn to high margin products

From last year, consumers will find that the choice of TV products become more and more, music video TV, Millet TV, Archie art Skyworth TV, Ali Hua box, Ali Skyworth TV, Fast podcast room computer, with the State box, etc., a variety of Internet TV terminal products dazzling.

Internet companies to lower the price of most of the bottom line, but for the color TV enterprises, hardware sales are their livelihood, at present, the domestic enterprise LCD panel production line behind the foreign, both ends of the pressure, can only compress profits.

"Product structure will directly affect the company's gross profit margin." Skyworth Group President Yang Dongwen earlier in the media interview that, in the overall market increase is limited, Skyworth's approach is to maintain the total amount of the basis, sell more high margin products, such as large size TV, 4K TV.

The main high-end and complementary "software" short board has become the traditional color TV companies generally adopted the "defensive" strategy. September, Hisense Electronics released its laser theater products, 100-inch product price of 69999 yuan.

Konka Group recently released its thickness of only 1.28 cm Slim ultra-thin TV, chairman Wushuan said, television development to the era of Internet intelligent Television, hardware competition began to weaken, the trend of product homogenization is obvious, software, application competition becomes more and more important. Like many peers, the veteran color TV maker also hopes that consumers will eventually return to their products in the "fan economy" of the internet industry.

Morning News reporter Liu Ying flower