Double-stacking policy will help detonate the color TV market

With the approaching of "11", color TV sales began to usher in the first sales peak in the second half of the year. On the one hand, major manufacturers launched large-scale promotion activities while trying to obtain new products in the golden nine-ten-ten days. Performance, to make up for the decline in sales since the first half. Compared with previous years, this "11" vacation has a significant difference in the distribution of the Mid-Autumn Festival and the National Day of superposition, energy-saving policies and other factors that will force the market and other factors will greatly affect the color TV sales changes.

According to the forecast of AVC, considering that the promotion period is ahead of schedule, during the 37th week to the 41st week (between 9.03 and 10.07) in 2012, the retail volume of color TV terminals will reach 8.10 million units, a year-on-year increase of 7.3%. In 2012, sales of color TVs are expected to reach 40.4 million units, a decrease of 3% from the same period last year. Subdivided product technology, including LCD sales of 36.9 million units, PDP sales of 2.44 million units, CRT continues to delist, is expected to sell only 1.02 million units, down 53% year-on-year. Ovid Consulting (AVC) believes that the color TV sales in the 11th period have the following characteristics:

1, the promotion period is further advanced, the pre-holiday shunt phenomenon is normal

Ovid Consulting (AVC) believes that the promotion period is mainly affected by several types of factors. First of all, “Jin 9 Silver 10” as a concentrated outbreak period for consumers, weddings and housewarming, has traditionally released inventory pressure and sprints from home appliance manufacturers and sellers. The golden period of sales performance. Secondly, during the 11th holiday of the current round, the combination of the Mid-Autumn Festival and the National Day holiday, and 8 days of long holidays, is bound to usher in fierce sales. It is also an undisputed choice to balance the promotional resources, obtain the maximum benefit, and significantly advance the promotion period. Finally, coincided with the country's new round of energy-saving subsidy policy implemented for nearly three months, energy-saving products have been listed in July July, in order to set off the market in advance, a new round of price warfare triggered.

It is reported that more than 1,700 stores in Suning will hold the Mid-Autumn National Day Festival promotion on 9.15-10.8 days. During this period, Suning will join several well-known companies and invest more than 2 billion in promotional resources to ensure the advantages of price and supply. Gome is not to be outdone. The 9.23-10.8 day will be held in the country's major stores in the "Mid-Autumn National Day Double Festival Golden Season" promotional activities, the two major channel operators do not hesitate to seize the market, enough to see the importance of this holiday. Compared with previous promotions, the time span of this promotion has been greatly extended. Under the dual benefits of policy + time, geographical advantages and good days, the 11 holiday season will surely add color to the color TV industry this year.

2. Intensified online promotions, which have driven down prices

With the expansion of color TV sales channels and the gradual maturation of e-commerce sales channels, the sales ratio of online color TV will surely continue to rise, while e-commerce sales will not require sales costs such as rent and utility bills, so the prices will be lower than offline channels. It has a unique advantage, and it is often much cheaper than the same product under the line. Online channels through large-scale, high-frequency promotion activities, to fully nurture the market popularity of home network purchase, and gradually change the consumer's original habits in the physical store experience to buy spending habits, so that it gradually turned offline experience, line Consumption patterns on consumption. Frequent price wars on the Internet have helped boost the level of the online market in the urban market. At the same time, it is worth noting that the price war between e-commerce has also formed a trend of online down-force prices, and offline physical stores have begun to appear in sync with the online low prices and other parity promotions.

Ovid Consulting (AVC) predicts that during the 11th promotion period, the price of color TV will still show an online price lower than the offline price. In individual dimensions, the price of some models may appear to be the same on line and offline, and even lower prices on the line. In addition, due to the traditional peak season of the offline market during the holiday season, consumers will still mainly go to offline channels to purchase products. Due to the logistics and distribution issues during the holiday season, online channels may adopt pre-holiday promotions to avoid the arrival of the climax of promotion under the eleventh line.

3. Accelerate product structure adjustment and continuously increase the share of large-size products

In the product size structure, 32 inches and 40 to 42 inches will become the main force size segment, the share of 46 to 55 inches is also rising, especially the share of 50 and 55 inches increase faster, more than the same size segment of other size products . Regardless of online or offline, large chain or department store, large-size products all use the opportunity of this promotion period, fully realize the curve beyond and become the mainstream of follow-up product sales.

Although in the past half a year, the domestic color TV industry has experienced too many twists and turns and difficulties and hardships, but since the second half of the year, market sales continued to pick up, after 11 months, the year is off, how will the Chinese color TV market answer the 2012 writing, The industry will wait and see.