What is the color TV market in the end, who can save the TV industry?

As a home entertainment center, TVs have been somewhat laborious in terms of product competitiveness and market performance in the past two years. Judging from the statistical data and the frequency of product iterations, the color TV industry is already at a very dangerous edge. From last year to this year, OLEDs, quantum dots, and even artificial intelligence, which have entered the public view frequently, have not been smooth for color TV industry transformation. .

Sales from January to July decreased by 16% year-on-year

How does the color TV market perform this year, first look at a set of data. In the Yikang era, omni-channel data show that the first quarter of 2017 was the most difficult quarter in color TV market in five years, and the retail volume of color TVs fell to the lowest level in five years. In the first quarter of 2017, the volume of retail sales of the color TV market was 11.53 million units, down 12.5% ​​year-on-year. The three traditional promotional nodes in the first quarter - New Year's Day, Spring Festival, and March 15th - failed to pull TV sales out of the quagmire.

Despite the decline in sales volume, the rankings of the various brands have basically maintained their proper formation. According to data from Yikang, the top ten color TV brands in the first quarter retail sales volume are Hisense, Skyworth, TCL, Changhong, Sharp, Konka, Haier, Samsung, Sony and PPTV.

By the second quarter, the situation was even worse. Yikang analyst Liu Wei said that the most important promotion node in the second quarter was May Day. During the Yikang era, omni-channel data showed that the retail volume of 51 color TV sets was 4.5 million units, a year-on-year decrease of 17.4%. If we look at the entire first half of the year, the situation is equally not optimistic. From January to June of this year, there was only a slight increase in the online market in February and June. In the other months, the market was down year-on-year. In the first half of the year, the online market decreased by 4.7% year-on-year, while the offline market decreased by 19.3% year-on-year. In July, although the online and offline retail sales both exceeded 20% year-on-year, the market still fell by 16.0% from January to July last year.

"Substitution effect" caused by the low power rate of color TV

Once the “King of Household Appliances” had fallen to the point where it was today, the most direct cause of the poor market performance was the large loss of young users, which caused the TV’s operating rate to remain low. According to the "China Audiovisual New Media Development Report" released by the Development Research Center of the State Press, Publication, Radio, Film and Television Bureau, as early as 2015, the TV operating rate has dropped to 30%. In the past two years, this number is still declining. According to figures provided by the Internet decoration brand Tubama, the current television operating rates in major cities across the country are generally maintained at around 20%.

The lifestyle of the mobile Internet has a clear "substitution effect" for TVs. The user's entertainment habits are changing, and the TV's iterative pace has lagged behind. IResearch analysts believe that mobile Internet is gradually changing people's lives, and the viewing style of television has become obsolete for many users today. At the same time, TV resources are not abundant, playing methods are inflexible, and operations are inconvenient. As a result, most users choose to view the TV as an aspect. According to the survey of iResearch, more than half (54.1%) of respondents said that TV is no longer the preferred method of entertainment in their home.

Mr. Duan said that he would normally use his mobile phone or tablet computer to see a lot of his favorite TV shows and sporting events, and he would not interfere with his children's learning. The flat-panel TV bought five years ago was hung on the wall, and it was only open during the Spring Festival Evening or major sports events.

How Artificial Intelligence and Quantum Dots Save Color TV Industry

Faced with this situation, the color TV industry is also trying to change the status quo. One is to upgrade from the panel material. At present, mainstream TV manufacturers are transitioning materials from LEDs to OLEDs and quantum dot technology. The other is to upgrade on artificial intelligence software systems. But no matter which direction, users need a gradual acceptance process. It is clear that the future is not going smoothly.

First of all, from the panel material point of view, whether it is OLED or quantum dots, although the quality of the picture is better than the previous LCD and LED are many, but the biggest flaw is the price, frequently high-end goods on the million will be the majority of ordinary consumption Excluding the issue, it is difficult for a niche user to purchase the entire sales data. In addition, for domestic color TV brands, the core technology of the panel is still in the hands of Japanese, Korean and Taiwanese manufacturers. In the short term, the space for new panel prices is very limited.

The other direction is artificial intelligence. At present, the traditional domestic TV brands and Internet brands are involved in artificial intelligence TVs. Compared with ordinary TVs, artificial intelligence TVs are upgraded on TV software systems, providing users with more convenience and humanity through the use of mobile Internet and big data applications. The operating experience. The reporter also experienced Xiaomi’s artificial intelligence television product, mainly through the voice instructions to complete the operation of the previous remote control, which is more suitable for the elderly.

However, artificial intelligence televisions also have a big problem, which is subject to the development of artificial intelligence technology. At present, artificial intelligence technology is still climbing, which is far less than people's imagination. This process is still very long. In this regard, home appliance industry experts said that if you want consumers to become television viewers again, content, quality and experience as the TV's main troika is still the focus of attention of users, and now the direction of the television industry is the right However, the resistance in progress is also great and the outlook is not optimistic.