On July 5th, the 2016 (Twelfth) China Digital Television Industry Development Conference co-sponsored by the China Electronics Chamber of Commerce (CECC) and the China Electronics Standardization Institute (CESI) was held in Beijing. The report on the consumption of flat-panel TVs in China from January to June in 2016 and the market trend forecast report for the second half of the year (hereinafter referred to as the “Reportâ€) showed that the sales volume of the flat-panel TV market in the first half of 2016 was 23 million units, a slight increase over the same period of 2015. The annual sales of flat-panel TVs will reach 48 million units.
The content is king and the vendors compete for perfect ecology
Since the smart TV was put on the market, the color TV manufacturers have not only competed with hardware strength in selling products, but also served as an important part of competition. Especially after Internet companies such as Xiaomi, Leshi, PPTV, CANTV, micro-whale, popular, and storm have entered the game, most of them are using their respective content advantages as product highlights. LeTV also put forward "hardware free" to grab the market with the "buy content and send hardware" model.
Recently, the traditional color TV manufacturers have begun to fight back in the Jedi, in the opposite way of "buying hardware to send content". Skyworth announced that it will provide one-to-two-year Tencent video VIP membership service to consumers who purchase high-end TVs. Hisense also stated that consumers purchasing VIDAA Internet TV will enjoy the first year of iQIYI VIP content for free and for a two-and-a-half-year renewals privilege.
Although this move triggered a debate on the value war between hardware and software, the ecological model of "hardware + content" has become a consensus in the color TV industry. Both Internet companies and traditional color TV manufacturers compete for content. Following the alliance between TCL and LeTV, Konka, and Microwhales, Changhong and Tencent Penguin TV also announced the formation of a joint research institute. The two sides launched the first children's television G3 and will conduct in-depth cooperation on smart TV content operations. As a content provider, Ulead Boule is also strengthening its cooperation with film and television production companies. The recently launched “Yun Peng Cloud Children†integrates Babyfirst, CBBC, Qiaohu and other well-known children’s content resources at home and abroad, and Disney content. It is also planned to go online this summer.
In addition to cooperation, traditional color TV manufacturers are trying to get involved in content production. Skyworth has regarded content investment as a new strategy, preparing for a joint production agency to shoot content and investing in a number of film and television dramas. Hisense also sponsored the "European Cup" for the first time to get involved in video productions, and teamed up with Huang Jianxiang and Sina Weibo to produce a first-rate ball review program.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and a well-known household electrical appliance expert, said: In fact, for television, hardware and content are all standard and are indispensable. The television industry has always followed a hardware-based approach, but the value of content can no longer be ignored. In particular, exclusive, distinctive content is very attractive to users and can enhance users' willingness to pay for viewing. Therefore, improving the ecological layout and realizing the competitive advantages of hardware and content support have become the new force for the color TV companies.
Quality-based Display Technology Diversified
With the continuous improvement of the quality of content on TVs, consumer demand for TVs has become higher and higher. Color TV manufacturers have never ceased to compete in the “establishment†of picture quality. The report shows that in the first half of this year, color TV products mainly exhibited the following three characteristics:
1, technology diversification
On June 13, the China Electronic Chamber of Commerce co-founded Changhong, TCL, Skyworth, Samsung, Ulead Pollock, Dolby, Microwhale, Sony, Sharp, Toshiba, Hass, Nielsen, Beijing Institute of Technology, and Saixi certification. Color TV related companies, institutions, and experts jointly prepare the "Color TV Technology Innovation Alliance", which is intended to promote the development of new color TV technology in China and industry cooperation. In recent years, due to the technological exploration and the innovation of various color TV companies, the types of television products on the market are very rich. LG is optimistic about OLEDs, Samsung is promoting second-generation SUHD QD TVs, and ULED, HDR, 8K, curved surfaces, laser cinemas, and non-screen TVs are compatible with each other, making the entire market more open and Diverse, more able to meet consumer demand for differentiation.
2, 4K Ultra HD + HDR
Since Sharp and Hisense have increased the definition of TV picture quality to 8K, color TV manufacturers have begun to accelerate the layout of the ultra-high definition television product line. With the ultra-high-definition television prices closer to the people, consumers are more accepting, two factors to promote the penetration rate of ultra-high-definition television market.
As the color TV industry generally believes that 2016 is the first year of HDR TV, TV companies have adopted HDR technology as their focus. The report shows that there are currently more than 8 brands, 34 series and more than 50 models of HDR TVs on the market. It is expected that the overall sales this year will be less than 1 million units, and consumption is expected to grow exponentially next year. 4K Ultra HD and HDR have become the hottest combination. Through the combination of two large-scale display technologies, TV can realize more colorful, more realistic, and restore natural and comfortable color perception. Sony and TCL have all launched TV products that integrate 4K and HDR technologies and are starting to lay out their content.
3, large size
The prices of large-sized TV panels are declining. The technology and ecology of large-screen TVs are already available, and consumer demand is increasing. At present, the market for television products, 55 inches accounted for the largest proportion, 65 inches is becoming a new hot spot, color TV trend of large size will continue.
Price war is still accelerating in product structure upgrade
The diversification of technology, ultra-high-definition, and large-size color TV products reflect the transformation of the product structure to high-end and high-end products.
As we all know, in the fierce market competition in the home appliance industry, price war has become a normal means for manufacturers to seize market share. This situation is particularly serious in the low-end market where the product is highly homogenized.
The profit margins of hardware manufacturers have been dragged down indefinitely, forcing them to look to upgrade their product structure. At present, the main products of various manufacturers, such as LG's OLED TV, Samsung's second-generation SUHD Quantum-dot TV, TCL's QUHD Quantum-dot TV, Hisense Internet TV brand VIDAA, and Changhong's CHiQ TV, are all high-end brands. All of them have focused on high-value-added, high-premium products, hoping to take advantage of the price war. According to the report, based on the mainstream strategy of color TV manufacturers to deploy high-end products, it is predicted that in 2016, ultra-thin and curved TVs will reach 6 million units.
From the consumer's point of view, the consumption ability and the concept of consumption are also changing. After all, color TV is not a consumable product. Users prefer to choose good quality when they purchase. The high-end trend of color TV is being accepted by the market step by step, and may become a breakthrough in the color TV industry.
The content is king and the vendors compete for perfect ecology
Since the smart TV was put on the market, the color TV manufacturers have not only competed with hardware strength in selling products, but also served as an important part of competition. Especially after Internet companies such as Xiaomi, Leshi, PPTV, CANTV, micro-whale, popular, and storm have entered the game, most of them are using their respective content advantages as product highlights. LeTV also put forward "hardware free" to grab the market with the "buy content and send hardware" model.
Recently, the traditional color TV manufacturers have begun to fight back in the Jedi, in the opposite way of "buying hardware to send content". Skyworth announced that it will provide one-to-two-year Tencent video VIP membership service to consumers who purchase high-end TVs. Hisense also stated that consumers purchasing VIDAA Internet TV will enjoy the first year of iQIYI VIP content for free and for a two-and-a-half-year renewals privilege.
Flat TV needs
Although this move triggered a debate on the value war between hardware and software, the ecological model of "hardware + content" has become a consensus in the color TV industry. Both Internet companies and traditional color TV manufacturers compete for content. Following the alliance between TCL and LeTV, Konka, and Microwhales, Changhong and Tencent Penguin TV also announced the formation of a joint research institute. The two sides launched the first children's television G3 and will conduct in-depth cooperation on smart TV content operations. As a content provider, Ulead Boule is also strengthening its cooperation with film and television production companies. The recently launched “Yun Peng Cloud Children†integrates Babyfirst, CBBC, Qiaohu and other well-known children’s content resources at home and abroad, and Disney content. It is also planned to go online this summer.
In addition to cooperation, traditional color TV manufacturers are trying to get involved in content production. Skyworth has regarded content investment as a new strategy, preparing for a joint production agency to shoot content and investing in a number of film and television dramas. Hisense also sponsored the "European Cup" for the first time to get involved in video productions, and teamed up with Huang Jianxiang and Sina Weibo to produce a first-rate ball review program.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce and a well-known household electrical appliance expert, said: In fact, for television, hardware and content are all standard and are indispensable. The television industry has always followed a hardware-based approach, but the value of content can no longer be ignored. In particular, exclusive, distinctive content is very attractive to users and can enhance users' willingness to pay for viewing. Therefore, improving the ecological layout and realizing the competitive advantages of hardware and content support have become the new force for the color TV companies.
Quality-based Display Technology Diversified
With the continuous improvement of the quality of content on TVs, consumer demand for TVs has become higher and higher. Color TV manufacturers have never ceased to compete in the “establishment†of picture quality. The report shows that in the first half of this year, color TV products mainly exhibited the following three characteristics:
1, technology diversification
On June 13, the China Electronic Chamber of Commerce co-founded Changhong, TCL, Skyworth, Samsung, Ulead Pollock, Dolby, Microwhale, Sony, Sharp, Toshiba, Hass, Nielsen, Beijing Institute of Technology, and Saixi certification. Color TV related companies, institutions, and experts jointly prepare the "Color TV Technology Innovation Alliance", which is intended to promote the development of new color TV technology in China and industry cooperation. In recent years, due to the technological exploration and the innovation of various color TV companies, the types of television products on the market are very rich. LG is optimistic about OLEDs, Samsung is promoting second-generation SUHD QD TVs, and ULED, HDR, 8K, curved surfaces, laser cinemas, and non-screen TVs are compatible with each other, making the entire market more open and Diverse, more able to meet consumer demand for differentiation.
2, 4K Ultra HD + HDR
Since Sharp and Hisense have increased the definition of TV picture quality to 8K, color TV manufacturers have begun to accelerate the layout of the ultra-high definition television product line. With the ultra-high-definition television prices closer to the people, consumers are more accepting, two factors to promote the penetration rate of ultra-high-definition television market.
As the color TV industry generally believes that 2016 is the first year of HDR TV, TV companies have adopted HDR technology as their focus. The report shows that there are currently more than 8 brands, 34 series and more than 50 models of HDR TVs on the market. It is expected that the overall sales this year will be less than 1 million units, and consumption is expected to grow exponentially next year. 4K Ultra HD and HDR have become the hottest combination. Through the combination of two large-scale display technologies, TV can realize more colorful, more realistic, and restore natural and comfortable color perception. Sony and TCL have all launched TV products that integrate 4K and HDR technologies and are starting to lay out their content.
3, large size
The prices of large-sized TV panels are declining. The technology and ecology of large-screen TVs are already available, and consumer demand is increasing. At present, the market for television products, 55 inches accounted for the largest proportion, 65 inches is becoming a new hot spot, color TV trend of large size will continue.
Price war is still accelerating in product structure upgrade
The diversification of technology, ultra-high-definition, and large-size color TV products reflect the transformation of the product structure to high-end and high-end products.
As we all know, in the fierce market competition in the home appliance industry, price war has become a normal means for manufacturers to seize market share. This situation is particularly serious in the low-end market where the product is highly homogenized.
The profit margins of hardware manufacturers have been dragged down indefinitely, forcing them to look to upgrade their product structure. At present, the main products of various manufacturers, such as LG's OLED TV, Samsung's second-generation SUHD Quantum-dot TV, TCL's QUHD Quantum-dot TV, Hisense Internet TV brand VIDAA, and Changhong's CHiQ TV, are all high-end brands. All of them have focused on high-value-added, high-premium products, hoping to take advantage of the price war. According to the report, based on the mainstream strategy of color TV manufacturers to deploy high-end products, it is predicted that in 2016, ultra-thin and curved TVs will reach 6 million units.
From the consumer's point of view, the consumption ability and the concept of consumption are also changing. After all, color TV is not a consumable product. Users prefer to choose good quality when they purchase. The high-end trend of color TV is being accepted by the market step by step, and may become a breakthrough in the color TV industry.
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