TV sales growth of 6.9% in the first half of the year
However, brand competition in the TV market has become more intense and intense. On the one hand, foreign brands, especially Japanese-owned brands, have reduced their business in China, and domestic brands have dominated. On the other hand, traditional brands and Internet brands have shown a trend of dual competition, and they have faced each other from online to offline.
According to statistics, the market share of domestic traditional brands in the first half of the year was 75%, which was 3.8 percentage points lower than last year; the market share of internet brands was 16%, which was 7.9 percentage points higher than that of last year; the foreign brand market share was 9%. It dropped 4.1% last year.
In recent years, Internet companies such as LeTV and Xiaomi have entered the color TV industry across the border and brought great impact on traditional manufacturers. As of the first half of this year, Internet brands have occupied 16% of the domestic color TV market, but Dong Min, general manager of Ovid Cloud Network Intelligent Display and Digital Entertainment Group, believes that the Internet and traditional brands cannot replace each other and they need each other. "Connect" is the driving force for the development of the color TV industry in the future.
According to Dong Min, in the first half of the year, the penetration rate of smart TVs was as high as 79%, the number of active users on the terminal reached 38 million, and the duration of single use of TV APP was 53 minutes. The development trend of smart TV is evident. At the same time, Smart TV fully realized links with smart boxes, VR, mobile phones, cameras and other furniture devices, driving sales growth.
From a channel perspective, online channels performed well in the first half of the year, with retail sales accounting for 36% of the overall market, reaching 8.46 million units, an increase of 64% year-on-year. Retail outlets for offline retail entities all declined in different degrees, among which department store outlets and other entity stores saw the largest decrease, which was a decrease of 16% and 19% respectively year-on-year.
In addition, the development of e-commerce has led to a price war, with each line size decreasing from 65 yuan in 2015 to 53 yuan now. In the first half of this year, the average price of color TV fell by 10.2% year-on-year to RMB 3020, which led to a 4.0% year-on-year drop in retail sales and a scale of RMB 71 billion. Dong Min believes that a large part of the development of online e-commerce is merely moving offline business to online and has not really established a complete industrial chain cycle of users, products, and offline channels.
According to Ove Cloud Network data forecast, China's color TV market this year will reach 49.93 million units of retail sales, an increase of 5.7%, retail sales will reach 153.1 billion yuan, a year-on-year decrease of 3.6%. The annual retail volume of smart TVs will reach 41.87 million units, accounting for 84%.
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