According to Aowei Cloud Network (AVC) forecast data, the retail volume of China's color TV market in the first quarter of 2022 was 9.03 million units, down 8.8% year-on-year; Retail sales were 28 billion yuan, down 10.1% year-on-year.
Under the influence of repeated epidemics and sluggish demand, the color TV market in the first quarter still did not "pick up". Similar to smart phones, the domestic color TV market is very competitive. Especially under the influence of the epidemic, many TV companies are in a difficult situation and are under pressure to move forward.
The strategy of "exchanging price for volume" of color TV companies is no longer feasible
According to Aowei Cloud Network (AVC) monitoring data, in the 1-13 weeks of 2022 (January 1 to March 27) domestic color wire sales, Xiaomi ranked first, the market share of 18.17%, down 1.99% year-on-year; Hisense ranked second, with a market share of 14.13%, up 0.95% year-on-year; Skyworth ranked third, with a market share of 10.5%, down 0.17% year-on-year; The fourth place was won by TCL, with a market share of 9.67%, down 1.84% year-on-year.
Offline sales, Hisense ranked first with a market share of 24.18%, up 0.21% year-on-year; Skyworth ranked second with a market share of 18.49%, up 2.28% year-on-year; TCL ranked third with a market share of 16.5%, down 4.13% year-on-year.
From the perspective of online sales in the 1-13 weeks of 2022, Hisense ranked first, with a market share of 18.18%, up 2.49% year-on-year; Xiaomi ranked second, with a market share of 15.38%, down 2.77% year-on-year; TCL ranked third, with a market share of 11.46%, down 0.37% year-on-year.
Offline sales, Hisense ranked first with a market share of 26.27%, up 1.25% year-on-year; Skyworth ranked second with a market share of 17.46%, up 0.18% year-on-year; Foreign brand Sony ranked third with a market share of 14.04%, up 2.5% year-on-year; TCL ranked fourth with a market share of 13.98%, down 2.26% year-on-year.
Through the data, we can see that in the first quarter, Hisense achieved double increases in both online and offline sales and sales, and the advantages were further expanded. Although the Internet brand Xiaomi appeared in the head position, the proportion of online sales and sales were declining, and Xiaomi was under pressure. In terms of online and offline sales and sales, the TCL situation is not optimistic, and the year-on-year double line declines.
It is worth noting that under the influence of business pressure, color TV companies have lowered the retail price of the product market by many brands, which has led to a reduction in the overall market average price. The data shows that TCL's price reduction is larger, but it has not driven sales. Behind this indicates that under the overall downturn in demand, the pulling effect of market share through "big price cuts" is getting smaller and smaller.
The "value war" of the color TV market has begun to show dividends
Although the overall demand for the color TV market is sluggish, and the profit margins of most color TV companies are further squeezed, the "new machine" revealed by the data cannot be ignored.
According to Aowei Cloud Network (AVC) monitoring data, in the 1-13 weeks of 2022 (January 1 to March 27) TV offline sales market average price, top 5 brands in addition to TCL, Konka, the average price has exceeded 5000 yuan, by brand, the offline top three Sony, Hisense, Skyworth average price are: 12012 yuan, 5974 yuan, 5193 yuan.
Through the data comparison, it can be seen that the market share of Sony and Hisense offline sales has not declined due to high prices, but has increased year-on-year. This sign further proves that high-end TV products have been recognized by the market.
In fact, in 2021, the trend of color TV quality consumption upgrading began to appear. In the context of consumption upgrading, users' demands for TVs have changed from durable and cheap to require products with high quality and high value, and price is no longer the primary issue considered by consumers.
In this regard, industry insiders said that the main theme of color TV market competition in the next 3-5 years will move from quantitative increase to qualitative change. It can be said that whoever reads consumers can seize the "high ground" of the market. The color TV industry will exchange price for volume and price for market will become the past, replaced by high-end, high-quality and large screens.