Coping with negative growth 2015 color TV industry "in the countryside"

The color TV industry entered the depth adjustment period.

Allwin Consulting forecast that 2014 domestic television sales fell 3.8%, the first negative growth in 30 years. So what to save 2015 color TV industry?

Some enterprises believe that the color TV market into the stock competition stage, 2015 should be "stand good team." They are teaming up with partners with core technologies to lay out new technologies such as OLED and quantum dots to "slice" the market in the future.

In the face of Internet enterprises in the Cross-border competition, color TV enterprises also began to stand firm, and strive to become familiar with the internet "play" after the user to find pain points, the introduction of users "just need" intelligent products. At the same time, home appliances enterprises began to pay attention to rural markets, have to achieve channel sinking, and strive for the early layout of emerging markets.

Market

The decline in sales and profit slump coexist

2014 China's color TV market overall demand narrowed, the first decline in sales.

Allwin Consulting forecast that 2014 domestic television sales fell 3.8%, the first negative growth in 30 years. At the same time, according to China Electronics Chamber of Consumer Electronics Survey Office Research data show that the second half of 2014 flat-screen TV retail volume of about 22 million units, the annual sales of 42 million units, down 6.7% year-on-year. China's flat-panel TV market is expected to continue to be in demand in 2015, the entire color TV market has entered the adjustment period of 42 million.

Profits are also disappearing as sales fall for the first time.

China Electronic Video Industry Association and Connaught Market research company published data on October 31, 2014, said the September 2014 domestic brands mainstream LCD TV products, net profit is negative. After studying the industry trends, they believe that the 2015 color TV sets may be a loss for the whole industry.

Deputy Secretary-General of China Electronic Commerce Association the famous home appliance expert land edge wave to the media, the current color TV manufacturing enterprises not only to face the national macro-economic growth slowdown, "after the policy era," the lack of consumer demand from the external environment of the pressure, at the same time, product homogeneity, the cost of industrial chain higher, the core technical discourse right The shortening of the product life cycle and the lag of the transformation and upgrading of the industry have also prompted the competition of the color TV industry to turn to the stock market.

2014 Christmas, color TV companies have launched a considerable promotional action. According to media reports, Haier Electronics Planning Minister Yang that the joint-venture brand, upstream suppliers, other domestic competitors so that all domestic brands have played a price war this "the same card." There are analysis that, do not grasp the upstream core technology industry chain, the lack of product pricing capacity, can only play a low-level price war, is the domestic manufacturers fall into the common cause of the slump in profits.

However, some companies believe that the 2015 must abandon the low-end price war, to the high-end market impact. These companies are trying to forge alliances to secure a niche in the new technology. Technology

Try to "be in a situation" to grasp the trend

The market is not good, to achieve technological breakthroughs, the cultivation of market hotspots are the first choice for many enterprises. In the 2014, the diversified competition pattern of surface, OLED, quantum dot and other new display technology coexist gradually.

OLED is known as the next-generation display technology, with quick response, light weight, thin thickness, do not need back light to support the advantages of their own light-emitting, the current technology is basically mastered in the Korean manufacturers LG and Samsung hands. First, LG, Samsung two together to promote, then Samsung because of low yield, high cost reasons to announce the production of OLED TV, switching to quantum dot backlight technology LCD TV, and push the surface concept.

Behind LG and Samsung, there is a wave of Chinese companies. For example, to LG as the core, Skyworth, Konka, Changhong and other domestic color TV brands have been following the OLED product layout for 2014 years. Samsung is working with TCL and Hisense to exert quantum dots.

Not long ago, Skyworth released the world's thinnest LED TV, using the LGD of LG Brothers Inc. Liu Yan, vice president of Skyworth, said the TV was developed as a "confrontation" with a curved LCD TV. "Curved surface LCD TV increases the production cost of the enterprise, but does not bring a good experience to the user, but brings the price burden." Curved surface LCD TV is the reverse trend, to bring color TV manufacturers to the pit, and the real surface screen only OLED technology.

At the end of 2014, Tcl first launched a quantum dot TV in China. The technology is to integrate micro-luminescent crystals into conventional liquid crystal displays to achieve better quality than existing LCD products. Shanyi, TCL Multimedia CEO, says quantum Dot TV is a popular product compared to OLED, and its quality is not lost on OLED TVs.

Domestic manufacturers, Hisense is also more active in quantum dot technology, there are reports that its future with the 3M cooperation, layout of the quantum dot backlight TV.

"Whether it's a quantum TV, a laser TV or an OLED TV, it depends on the price and the consumer experience," said Zhang Yanbin, Allwin Consulting Assistant president. In the plasma and LED technology, Changhong station on the wrong team, leading to large-scale investment water drift. Therefore, in the new wave of technology, enterprises appear unusually cautious.

Products

Too intelligent to be taken

"We're looking for where the TV really needs to be," a top TV company told the Beijing News reporter.

In the past two years, the rise of the music television, Millet TV, a content to win, a user to win, their own wind, traditional color TV business "pressure Alexander", had to struggle in adversity. The above-mentioned color TV Enterprise Senior said, the traditional manufacture has the quality superiority, the service superiority these two points all will be slowly catching up with the Cross-border, the future competition focus still lies in the product, namely who can grasp the future product real shape and the direction.

It is understood that Skyworth internal cool open company with Cool brand, mainly for Internet content, fans of the economy, the future of television patterns repeated tests, hoping to use the purely Internet play to find users to use the pain point of television, test mature and then access Skyworth brand for large-scale production. Tcl in 2013 launched with the Archie art Cooperation tv+, 2014 and launched a Global television network, the cinema line moved to the television screen, through with producers, terminal manufacturers to generate traffic and revenue.

In addition, including Hisense, Changhong, Skyworth, TCL, including all the traditional manufacturers in the search for Wisdom Home area, preset TV for the wisdom of the home display terminal, improve its function, once the wisdom of home truly integrated into people's lives, television and other terminals will find its new existence value.

Hu Chunmin, editor-in-chief of China Electronic newspaper, in interpreting the 2014 China Household Appliance Enterprise Internet Transition Report, said traditional household appliances enterprises are doing smart home products, and some products are excessive intelligence, if not the real needs of consumers, is not the way of the Internet, home appliances enterprises should be from product thinking to the user's thinking transformation.

Channels

The rural market of fierce battle

Many people in the industry said that the 2015 home appliances industry, rural market will have a tough game.

A few years ago, the end of the home appliances to the countryside policy, once let the rural market depressed for some time. But with the emergence of the concept of urbanization, rural market opportunities have been reopened. A number of towns and cities to build faster township, the return of personnel, consumption capacity has been rising, people tend to choose the nearest consumption. According to the Austrian-dimensional forecast, township-level rural market growth rate of 20% per annum will last 4-5 years.

Several forces will squeeze into the rural market. On the one hand, local color TV manufacturers, they have the advantage of first. For example, the vice president of Skyworth Liu Yan in the interim earnings interpretation, said, this year will continue to build community stores to 4,000 or so, three years, Skyworth to build 5,000 county-wide flagship store products.

For Samsung, Sony, Sharp and other foreign-funded enterprises, 2015 also have the opportunity to sink to the rural market. In 2014, Samsung has spread the multi-level Distribution Agent system flat compression, so that it is conducive to its products gradually to the township-level sinking.

In addition to the Company's initiative to enter the rural market, as a channel power of the "Electric dealer brush Wall" will be more violent. October 2014 Ali launched the "Thousand Counties Million Village" program, the goal is to establish 1000 county operations centers and 100,000 village-level service stations within 3-5 years. Then Beijing east in Guangdong Jieyang, Hebei province Zhao County opened a stronghold, the development of rural electricity business. Suning easy to buy "double 11", "double 12" period, the original hundreds of township service Point upgraded to a new village station, for farmers to provide valet orders, the last kilometer distribution and after-sale maintenance, and so on, plans to build 10,000 Suning station in the next 5 years, covering China's 1/4 township.

It can be foreseen that the enterprise products in place, from the establishment of channels in place, a large chain of channels sinking, electricity business channel sinks, many competing factors will lead to the rural market consumption boom, the 2015 color TV enterprises hope.