The bitterness of color TVs and the sweetness of air-conditioning are not only reflected in the survey data, but also engraved on the faces of business representatives. At the color TV and air-conditioning industry conferences held in recent days, when it comes to the performance of the air-conditioning market in the cold year of 2017, the heads of various air-conditioning companies are full of joy. On the other hand, the voice of the representatives of color TV companies is much more solemn.
According to the total data pushed by Aowei Cloud Network, the domestic air-conditioning market retail volume in the cold year of 2017 was 49.6 million units, a year-on-year increase of 9.9%. In the first half of 2017, the retail volume of China's color TV market was 21.81 million units, down 7.3% year-on-year, and the sales volume was 74 billion yuan, up 4.3% year-on-year.
Although sales in the color TV market have increased, the profits of color TV companies have generally declined due to the increase in panel prices higher than that of the whole machine. In 2011, the net profit margin of China's color TV industry was still 3%, and it was only 1.5% in 2014, and it has fallen below 1% in the first half of this year.
According to Weng Zhenhua, general manager of AVC's black power division, the increased operating pressure of color TV companies is the "bitter fruit" of factors such as the price increase of upstream panel prices, the fading of Internet dividends, and the frequent occurrence of price wars.
"The influx of a large number of Internet companies, including low-price competition, has caused some overdrafts in the TV market in recent years." LeEco said to the new CMO champion. In addition to the new normal of the economy, real estate regulation, and rising panel prices, Internet companies The massive influx and low-price competition are one of the important reasons for the shrinking sales volume and declining profitability of the color TV industry.
In 2016, the color TV industry carried out a total of 18 promotions of different scales, an increase of 6 times compared with 2015. Low prices as a promotional tool have succeeded in making consumers accept the notion that "you can buy a higher style at a lower price" and lower consumers' price expectations.
"Qunlong Water Control" has spawned price wars
According to incomplete statistics, there are currently no less than 20 Internet TV brands on the market, and the number has been equal to the total number of traditional brands. On the other hand, in the white goods industry, apart from Xiaomi's air-conditioning and refrigerator products, white goods companies are rarely attacked by Internet companies in general.
"Although color TVs and air conditioners are both household appliances, black TV products represented by color TVs have both audio-visual entertainment and information dissemination attributes, while white TVs represented by ice washing are functional products. There is a big difference between the two. "The home appliance industry observer Liu Buchen told the State Grid reporter that Internet business and color TV products are highly correlated, so Internet companies can easily enter the market and be accepted by consumers. The correlation between white power products and Internet companies is weak, which also involves heavy asset operations, and the white power industry is firmly guarded by leading companies. This is also an important reason why the industry is not optimistic about Xiaomi's re-entry into the air-conditioning industry.
For a long time, the brand competition pattern of the domestic color TV market has been jokingly called the "Qunlong Water Control". The five traditional brands of Hisense, Skyworth, TCL, Changhong, and Konka have almost gone hand in hand, completely different from the two or three leading companies in the white appliance industry in controlling the situation.
Liu Buchen believes that the scale and strength of the major domestic color TV brands are not much different, and no one can obtain the dominant pricing power. Year-round competition has caused the color TV industry's profit margins to become lower and lower. In particular, the entry of Internet TV brands has pushed the price war in the color TV industry to the extreme. Since the second half of last year, the price of TV panels has remained high, which has dealt a heavy blow to color TV manufacturers.
From a deeper perspective, China's color TV industry has always lacked core technologies and has a weak voice in the industry chain. From CRT to LCD to today's OLED, QLED, 3D, 4K and other technologies, color TV display technology is rapidly updated and iterated, but the core cutting-edge technology is not in the hands of Chinese companies, and is mainly controlled by South Korean, Japanese, and Taiwanese companies. For example, the panel resources, which account for about 65% of the total cost of the whole machine, are self-sufficient by the establishment of Huaxing Optoelectronics by TCL Group, and other domestic color TV manufacturers are more borrowing rice to cook, so they do not have the right to price and speak.
White power companies master "core technology"
Compared with the "high-tech" attributes of the black power industry, the threshold of the core technology of the white power industry appears to be lower.
Take the air conditioner as an example. Since its birth in the early 20th century, the basic principle of electric-driven refrigerant cycle cooling (heating) has not changed. The current direction of change is mainly focused on additional functions such as appearance, comfort, intelligence, environmental protection, and energy saving. aspect.
Because there is almost no change in the technical principles of white goods products, Chinese companies rely on cost and scale advantages to form barriers to defend against foreign brands, and quickly transform and master key technologies through the road of "trade, industry and technology". On the one hand, domestic mainstream companies occupy a dominant position in the market, gaining the right to speak and pricing, and relatively easy to obtain higher profits; on the other hand, leading white appliances companies control the resources of the industrial chain, such as Gree owns Lingda Compressor Midea owns Meizhi compressors and Welling motors, and Haier owns Fisher & Paykel motors. Therefore, it will not be as passive as color TV companies in market competition.
In addition, as a functional and practical product, air conditioners can be used for cooling and heating, refrigerators can be frozen and kept fresh, washing machines can replace human labor and free hands. So far, there is no obvious alternative product to compete with.
The color TV products are different. As home appliances with audio-visual entertainment and information dissemination properties, color TVs are called the "fourth screen" of home life, and have direct competition and substitution relationships with mobile phones, computers, and tablets. This is also the long-standing color TV industry. One of the important reasons for the hard fight.
Once, the master of motorcycles thought that their competitors were other masters of motorcycles and Didi taxi, but he did not expect to lose to the shared bicycle in the end. Traditional Chinese color TV companies have to face not only the competition between international color TV companies and Internet companies, but also the constraints of the upstream supply chain and the threats of the other three major screens. Color TV is suffering, because color TV companies are participating in an all-out war.
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