Forecast | 2017 color TV industry will show three major trends

With the large-scale entry of the Internet's new army, the inherent stability of the color TV market began to break. The transformation of smart TVs over traditional TVs has broken the development boundaries of the TV industry for many years, changed, innovated, and made breakthroughs. The impact of the new color TV market competition has gradually surfaced.
Looking back at 2016, according to the data disclosed by the third-party researcher Owe Cloud Network, the total retail sales of China's color TV market reached 50.89 million units in 2016, an increase of 7.8% year-on-year; retail sales decreased by 1.8% year-on-year, and overall sales reached 156 billion yuan. .
The intensification of brand competition has promoted the continuous growth of the industry, bringing with it a sales volume that exceeded 50 million units for the first time. However, the fierce price war has also caused the overall sales of the market to decline. Industry experts believe that 2017 will be a very important year for the industry upgrading of the color TV industry in China. Whoever can seize the opportunity in the process of change will be the real leader in the next era.
For the outlook of the color TV market in 2017, we will judge the characteristics of the following three major development trends.
Trend 1: Brand Competition Accelerates Changes in Market Patterns, Smart TV Builds Home Internet Centers Internet brands have flooded into the TV market with a new era, carrying a large amount of content updates, new services and forms of entertainment, and are an important push for the construction of home Internet scenarios. By. According to Ove Cloud's omni-channel push total data, the market share of internet brands in 2016 was 18.9%, up 8.0 percentage points from last year.
Internet brands also promoted the popularity of smart TVs. Data shows that in 2016, the penetration rate of smart TVs reached 83%. In the fourth quarter of 2016, the TV App per capita reached 35 minutes in a single use. With intelligence as the center, TV content has been continuously enriched and improved, and the television ecology has gradually matured.
Smart TVs have opened up new entrances between users and the Internet, opening up a new era of “living room economy”. Television companies represented by Internet companies and traditional TV companies have begun to try hardware + content, hardware free innovation model, opened up a new direction for the development of the industry.
Taking the Internet brand music as an example, the industry first proposed the concept of “hardware free” and combined the hardware with the content and services through the “hardware free” model to create a complete ecological industrial chain, allowing users to only focus on core values. Pay, and this model may be the next breakthrough.
TV Internet will promote the rapid arrival of the big video era. Internet TV will become the core entrance for future families. The integration of video as the core will form a broader industrial chain. Experts expect that the value of Internet TV startup advertisements will reach 15.8 billion yuan in 2020. The value of video advertising will reach 110 billion yuan, and video membership will reach 94.5 billion yuan.
Trend 2: Technological Innovation Promotes Iterative Product Upgrading and Middle-class Demand Demand Drives High-end Growth With the shift in consumer attitudes, Chinese consumers have begun to shift from simply focusing on brands and symbols to more product and brand connotations. The customer and the single consumer become their own personalized needs in order to participate in the goods or products or services that the actual user needs.
This shift in demand to color TV market reflects the extreme product demand and high quality service requirements. New display technologies such as OLED, quantum dot, laser display, HDR, and wide color gamut have entered the mature and popular rapid growth path since 2016, and they have stagnated for several years. The curtain for the replacement is already open. The maturity of big data technology and AI technology also allows Smart TV to have the power to iterate and upgrade again at the content and software level.
In addition, economic growth has also stimulated the consumption upgrade of the market. The growth momentum of the large-screen market of 55吋 and over 55吋 is also very strong. The upgrading of large-size products has become a major demand for the market. According to data from Ovid Cloud Network, in 2016, the star size of the color TV market was 55 inches, with a market share of 23.9%, an increase of 8.4 percentage points over the previous year, becoming the largest increase in the size of the color TV market in 2016; and the 2016 65-inch market The share was 4%, an increase of 2% over the previous year.
Ovid cloud network analysis believes that with the impact of LCD large-scale acceleration on consumer psychology, large-size demand will continue to ferment in 2017, and the market share of 55-inch+TV is expected to reach 39% in 2017.
Under the expectation that the total volume of color TV market will continue to expand in 2017, it will become necessary to grasp the increase in the market demand of the middle class, continue to advance in technological innovation and large-screen products, and shift from price competition to product technology competition.
Trend 3: TV manufacturers move from competition to “coopetition” Chinese color TV companies go from home to the world Previously, Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said: “With the increasing pressure on the TV market, through the integration of the industry chain, TV brand companies will bid farewell to the “competition and competition” stage, and under this trend, the new TV market structure is expected to reshape.”
At the end of the year conference, LeTV sent the concept of "Open Eco", which means "to build an open ecology". It will also be 2017 as the first year of super TV opening, and gradually realize full service opening, indicating that it will be vertically integrated at LeTV. Closed-loop ecosystems are the first to conduct in-depth cooperation with third-party partners and seamlessly integrate into the LeEco ecosystem to create a consistent user experience and higher business value. In addition, in addition to the opening of the portal, LeTV will also provide end-to-end full-platform integrated ecological capabilities including LeTV, operations, content, technology, and marketing.
While Internet brands are vigorously deepening the industrial layout, traditional manufacturers have also actively launched a model of corporate cooperation. For example, Skyworth and BOE and HiSili have jointly built China's first self-developed OLED TV; Hisense and TCL have carried out in-depth cooperation in TV LCD panel business, and both of them have become true “friends”; VIDAA and iQiyi, Huaqiao , Tencent video and other video platforms reached a strategic cooperation; iQiyi invested 150 million yuan to invest in Skyworth's CoolTV; Samsung teamed up with Huada to deploy educational content resources.
In the win-win cooperation, Chinese brands have also begun to gradually implement a global strategy. In 2015, Skyworth acquired Metz from Germany, Hisense acquired Sharp from the United States, and Changhong acquired Sanyo TV; in 2016 LeTV invested US$2 billion in the acquisition of vizio, a native TV company in the United States, and created the largest M&A case in China's color TV history.
Earlier this year, third-party market research firm WitsView released a 2016 global LCD TV brand factory shipment data. China surpassed South Korea for the first time to become the country with the largest shipment volume in the global TV market.
Currently in the Chinese market, color TV shipments can reach more than 10 million units of the company has Hisense, TCL, Skyworth three. After LeSuccess completed the acquisition of the American local brand VIZIO, it will become the fourth Chinese color TV company with more than 10 million orders. If it can guarantee its rapid expansion in domestic sales, this newcomer may even be expected to squeeze into the top three global markets. .
According to the forecast of Ovid Cloud Network, the color TV market will continue to grow in 2017. The total volume of retail sales in China's color TV market will reach 53.10 million units, a year-on-year increase of 4.2%, and retail sales will reach 164 billion yuan, up 5.1% year-on-year. .
In the face of the upcoming 2017 color TV market, both traditional enterprises and Internet companies will join the ranks of the industry upgrading team. The price competition will gradually lose its original magic. In the era of home Internet economy, the ecological drive, technology The driver will become the core competitiveness of color TV companies, fully release the value of users through large-screen operations and resource integration, so that they can stand out in the competition in the new era.
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