In January and February 2022, under the influence of the decline in panel prices and the operating pressure of color TV enterprises, the retail price of multi-brand products in the market was reduced, and the average price of the overall market was reduced. Among them, the average price of online channels in January was 2383 yuan, down 7.6% from December 2021, and the average price in February was 2222 yuan, down 13.9% from December 2021; the average price in January was 5411 yuan in offline channels, down 7.3% from December 2021, and the average price in February was 4915 yuan, down 15.8% from December 2021. At present, the utilization rate of panel factories remains high, the supply continues to be loose, the continuous decline in panel prices makes the cost of color TV machines ease, and the market retail price has officially entered a downward channel.
Monthly price trends in China's color TV market by channel
Data source: Aowei Cloud Network (AVC) monitoring data
In terms of size, from January to February 2022 compared with January and February 2021, the price of key sizes in the online market continued to decline, of which the price of large-size products fell more obviously, with 65 inches down by nearly 400 yuan, 75 inches down by more than 800 yuan, and 85 inches down by more than 3400 yuan. The price attractiveness of large-size color TVs has increased, making the market share expansion of 65 inches and 75 inches significant, with 65 inches up 1.8% and 75 inches growing 3.1%.
From January to February 2022, the average price and structure of the key size of China's color wires were changed
Data source: Aowei Cloud Network (AVC) online monitoring data
Most of the key size prices in the offline market show a downward trend, but under the pressure of profit growth, the decline is smaller than that in the online market, especially the price of the main sales size of 55 inches and 65 inches still maintains a growth trend, which is also related to the increase of 1.5% in the share of OLED products in the offline 55-inch market, the 8K product share of the 65-inch market, and the increase of 0.8% in the OLED product share. Same as the online market, the price reduction accelerated the optimization and upgrading of the size structure of the offline color TV market, with the 75-inch share increasing by 4.6%, becoming the fastest growing size compared with the same period, and 75-inch and above products have become the main layout direction of the offline market.
From January to February 2022, the average price and structure of the key size of China's color wire market were changed
Data source: Aowei Cloud Network (AVC) offline monitoring data
After the cost pressure eases, the decline in retail prices of various sizes in China's color TV market in 2022 is a high probability event, and the low price stimulates market demand while also promoting the structural upgrading of products. For enterprises, the challenge is that consumers have become accustomed to low prices, and how to use price changes to leverage market demand will become the biggest problem facing enterprises.