Color TV sales volume fell all the way to manufacturers

Automobile limited license purchase, color TV did not. Unfortunately, TV sales have been chilly. Statistics show that from January to April of this year, the amount of domestic color TV traffic dropped by an average of 20%. During the four weeks from May 28 to June 24, color TV sales continued to decline by 11% year-on-year. "The sales are not good and nothing can be done. Everyone grows up." There are color TV manufacturers and marketing staff to ridicule. Having said that, the public TV manufacturers have taken the lead in grasping "energy-saving subsidies" and pushing for energy-saving television. At the same time, the joint venture brand is mainly in large size, hoping to stabilize the falling prices. The fierce "contending for the upper hand" game has spawned undesirable phenomena such as virtual standard energy efficiency and shortened product failure cycles. Consumers need to be cautious about the "goodness" of TV manufacturers and avoid being cheated.

The amount of color power fell

"All say that consumer spending is sluggish, but the mobile phone still sells the same, but the color TV is really sluggish." July 6, Guangzhou, a 3C chain store marketing director told reporters that digital sales of mobile phone stores are relatively stable, and color TV sales are not allowed optimism. Previously, the general manager of another store chain said that the pull of home appliances sales in the Golden Week this year was also relatively low, equivalent to only about 10% of annual sales. According to the latest data from Yikang, in the first half of this year, the sales volume and sales volume of the domestic color TV market showed a downward trend. From January to April, the total retail volume of color TVs was 5.5371 million units, a year-on-year decrease of 19.22%, and retail sales of 22.946 billion yuan, a year-on-year decrease of 24.49%. Of which LCD TV as the main force, retail sales and retail sales decreased by 17.89% and 24.13% respectively.

According to industry insiders, about 70% of domestic TV demand will come from replacement. Unless there is revolutionary technology, it is difficult for TV sales to increase significantly.

Vendors are making various moves

Statistics show that by the end of June, the penetration rates of Internet TV and 3D TV have risen to about 55% and 40%, respectively, but the average retail price has dropped continuously since the beginning of the year. It is expected that in the fierce competition situation, the gross profit margin of 2012Q2 major TV manufacturers will hardly increase from Q1. Guosen Securities expects that the color TV retail and shipment data will improve in August. Because the energy-saving subsidy policy started in June has gradually taken effect. In addition, the color TV industry after experiencing the downturn in the past three quarters, the competitive landscape will be more conducive to companies with product innovation. However, analysts are always too optimistic.

The reporter visited the store and discovered that for energy-saving TVs that cost thousands of yuan or even tens of thousands yuan, the subsidy of no more than 400 yuan is far less than the 10% that was used for the “new-for-new” trade. For consumers, it is also a “slip”. Chang Lin, general manager of Changhong Guangzhou Branch, said that energy-saving subsidies are different from old-for-new ones, and the former focuses more on promoting color TV manufacturers' energy-saving technology upgrades, mainly targeting manufacturing companies. Therefore, although the subsidy is not strong enough, it is a strong boost for the top-tier manufacturers who are selling well.

While grasping subsidies, product upgrades are in progress. On July 3rd, Sharp released the first 80-inch LCD TV in the Chinese market. Although the price was not disclosed, its pre-sale price for 80-inch LCD TVs in the United States and Japan was approximately 75,000 yuan, which was a natural price. The sale of the Sharp 70-inch TV, priced at nearly 30,000 yuan. Samsung also launched a 75-inch giant screen TV in South Korea that sells for $17,000 (about 100,000 yuan). It is reported that Sharp currently has a market share of more than 60 inches of television and the Chinese market reaches 75%.

Need to be cautious on the company's "good card"

Price reduction, subsidy licensing, giant screen product upgrade... In the depressed market, Chinese and foreign TV manufacturers can only hope for these three cards, singles, or combination punches. However, color TV manufacturers use energy efficiency to deceive consumers and defraud them of the "irresolute disease" of energy-saving subsidies. According to the report recently reported that a level 1 energy efficiency, price of 10,000 yuan Hisense TV, after the special offer to subsidize 400 yuan, priced at 8,600 yuan. However, despite its Class 1 energy efficiency, it does not meet the subsidy of LCD TV energy efficiency index 1.7.

Similar situations also appeared in brands such as Changhong, Konka, TCL, and Samsung. It is understood that energy efficiency LCD/plasma TV energy efficiency index is greater than or equal to 1.7 and 1.4, respectively. Industry insiders even claimed that more than 80% of color TV products on the market could not meet the requirements of the national energy subsidies.

At the same time, the shortened cycle of color TV is another consumption challenge. According to the Ling-based consulting data, the average time for consumers to respond to Sharp TV failure is 14 months, and quality performance has lagged behind other joint venture brands. “The large-scale consumption scale is small and the potential quality risk outbreak is difficult to control,” said Hu Hongsen, deputy general manager of Lingji Consulting.

"Ten years later, China's TV brands will not exceed three." A few days ago, Zhou Shengjian, chairman of Hisense Group, who was in the "most anxious year," expressed to the media. Behind the anxiety is the weak performance of the market. He predicted that color TV companies will trigger a big reshuffle, and more companies are facing elimination.