In 2017, the color TV industry experienced the most bleak third quarter in history, and the financial report figures were also “heavyâ€. Near the end of the year, many brands have started the year-end market total offensive. Panel price cuts, color TV industry will likely usher in the turning point or whether laser TV can become a "spring machine." Who is the king after the cold winter? We will wait and see.
At the end of 2017, the end of the period, and the time when the home appliances "Jianghu" bright transcripts. This year, the color TV industry experienced the same roller coaster ups and downs: LeTV was in trouble, the dismal financial season, the panel price began to loosen, and the laser TV gradually gained the upper hand in the technical competition...
In order to impact various annual indicators, many brands have launched a total offensive at the end of the year, hoping to stand out after the winter.
No one expected that the third quarter of 2017 will have the worst sales record in the history of color TV industry.
The “China Color TV Market Summary Report for the Third Quarter of 2017†released by Avi Cloud (AVC) shows that the retail volume of the color TV market in the third quarter was 10.41 million units, down 12.9% year-on-year; the sales area was 6.89 million square meters, down year-on-year. 7.3%, the worst sales season in history.
Similarly, the financial figures are also "heavy". Not only in the third quarter, most of the vendors’ marketing figures for the first three quarters were not good.
For example, Changhong, the big brother of color TV industry, in the first three quarters of this year, Changhong’s operating income was about 54.448 billion yuan, an increase of 12.27% year-on-year. The net profit attributable to the company was 167 million yuan, a year-on-year decline of about 67.97%. For the reason that the net profit attributable to the year-on-year decline, Changhong said that the raw material price and labor cost increased, resulting in a decline in gross profit margin, as well as exchange rate fluctuations, exchange loss and non-recurring income.
The financial report released by Hisense Electric showed that the company's net profit for the first three quarters was 600 million yuan, down 47.39% year-on-year.
According to Skyworth Digital Announcement, in the first three quarters of 2017, Skyworth Digital achieved operating income of 5.143 billion yuan, a year-on-year increase of 20.98%; net profit attributable to shareholders of listed companies was 48.914 million yuan, down 85.90% year-on-year.
In this regard, Liu Weizhi, CEO of Skyworth Group, said in an interview that the upstream screen price increase swallowed the brand color TV profit and the fierce market competition brought by the saturation of the domestic market was the two major factors in the overall performance of the color TV industry in the first three quarters of this year. Constraints. In addition, many Internet TV brands that have entered the market have adopted the tactics of free hardware and low-cost strategies to carry out “price wars†with the convenience of financing from the capital market, which has damaged the overall performance of color TV enterprises.
Panel price cuts, color TV industry or turning pointOf course, there are bad news and good news.
According to the latest research report of Qunzhi Consulting, the global shipment of large-size panels will reach 540 million units in 2017, down 4.3% year-on-year. Driven by the average size growth, the shipment area increased slightly by 1.3% year-on-year to 162 million square meters. According to the report, the price of TV panels will continue to decline in the second half of 2017, and supply and demand in the second half of 2018 are expected to shift to balance, which will help ease the dilemma of the color TV industry.
According to industry insiders, the largest proportion of the cost of color TV sets is the panel, accounting for nearly 70% of the total cost. The rise and fall of panel prices can be said to largely determine the rise and fall of the color TV market. Therefore, the rise and fall of panel prices will affect the entire color TV industry. Since the second half of 2016, the price of color TV panels has been on the rise. Due to the cost, the price of color TV sets has to rise. Many manufacturers based on the price advantage are greatly affected.
After June 2017, panel prices began to loosen. The current panel price is lower than the panel price of the same period last year, and the “Double Eleven†color TV market is beginning to recover.
Aowei Cloud expects that the sales volume of color TVs will reach 15.57 million units in the fourth quarter, up 0.9% year-on-year; sales will reach 50.7 billion yuan, up 1.9% year-on-year.
In this regard, the industry believes that the panel price cuts and "Double Twelve" and the centralized promotion before the New Year's Day will be expected to drive the reversal of color TV sales in the fourth quarter, achieving positive growth, and the industry will therefore welcome W-shaped in the second half of the year. Tail signs.
In the interview with reporters, Liu Weizhi, CEO of Skyworth Group, expressed optimism about the performance of the fourth quarter and next year. "The price of large-size panels is declining, and the price of LCD TV panels has also declined. This is conducive to the recovery of profits of color TV companies. The color TV industry will enter healthier. And the benign track, the situation in 2018 will be greatly eased and improved."
Can laser TV become a "spring machine"?In addition to the good news of raw materials, the optimism of the color TV industry is that laser TV may become a "spring machine."
"The tangible 'screen' of TV has limited the progress of the color TV industry, and it must carry out subversive innovation and break the shackles of 'screen.' The advantages of laser TV fusion projection technology and TV technology are the closest to the flat display so far. The product, which breaks the limitation of the screen, has the potential to make the display ubiquitous, and brings unprecedented visual shock experience to the user.†Hisense President Liu Hongxin told reporters.
The so-called laser TV, in simple terms, is a laser light source projector using reflective ultra-short-focus projection technology. The hardware consists of the body itself and the projection screen. Thanks to its laser source, the display has higher purity and brightness, and it can display a good picture even in a high brightness environment. Due to the break of the traditional "screen" limitation, laser TV has its advantages in terms of size expansion. LCD TV technology has been used for nearly 10 years, but the average LCD TV is 100 inches is near the limit, and laser TV can be easily achieved.
Guo Ruhai, Technical Director of Laser Display R&D Department of Qingdao Hisense Laser Display Co., Ltd., said that with the development of third-generation semiconductor materials such as GaN and GaNs and the advancement of optical design and manufacturing technology, the laser display technology has exploded. It shows the stage of real practicality and industrialization.
For manufacturers, the reasons for betting on laser TV are very simple. The development of large-screen high-end is undoubtedly one of the important strategies to improve performance.
At present, many home appliances brands, Internet companies and projection brands are competing to enter the laser TV market. The laser display has also driven the 80-inch high-end large-screen market to gradually erupt, and the price is crazy to fight low prices, directly pulling the laser TV The boundary of 10,000 yuan in order to drive sales.
According to data released by Aowei.com, the sales volume of the laser TV market in 2017 was 67,000 units, with a sales volume of 2.08 billion yuan, a growth rate of 116% and 109% respectively. It is estimated that by 2020, the sales volume of laser TV will be 232,000 units. 43.1 billion yuan, the compound growth rate of the volume is 51%, 27%.
However, as the market heats up, there has also been a mixed phenomenon. According to industry insiders, the concept of “laser TV†and “laser projection†on the market is not clear, the configuration is different, and the price is chaotic; “brightness†is the core indicator for determining the effect of laser TV screens, and there are various differences in the market. The brightness unit and brightness indication method make the consumer very confused.
Liu Hongxin, president of Hisense, said that he hopes that laser TV players will abide by the quality and standards, and work together to make the "cake" of laser TV, promote the laser display of domestic and international technical standards and norms drafting and formulation, and promote the healthy and sustainable development of the laser TV industry.
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