#FMCG Eight Talks##TV##Technology##Hisense#On April 17, with the 2023 TV industry's spring new product launch conference and AWE2023 coming soon, the color TV market has also begun to gradually prosper. Relevant analysis believes that although the upward space of the color TV industry is blocked, it is by no means that there is no opportunity and space for breakthrough development. In the new round of change, large-size and display technology innovation will still be a main line, and scenario-based innovation for "lifers" will become the most critical force for the color TV industry to find a new growth curve.
From quantity to quality
According to the "China TV Market Brand Shipment Monthly Tracking" report released by Luotu Technology in the first quarter of 2023, in the first quarter of 2023, the shipment of complete machines of Chinese TV market brands reached 8.52 million units, a slight decrease of 0.6% from the same period in 2022 and a decrease of 8.9% from the same period in 2021. However, it is worth noting that the total shipments of the top seven traditional main brands and sub-brands in China's TV market accounted for 92.6% of the total market shipment share, which was a historical high.
Peng Jianfeng, executive secretary general of the China Electronic Video Industry Association, told the Beijing Business Daily reporter that the color TV market according to the scale is predicted, the domestic market will be about 36 million units, close to flat or slightly down year-on-year, but retail sales are still bullish, expected to be in the order of 120 billion, with a year-on-year increase of 5%-6%. Mainly because the entire color TV industry has entered a transformation from the pursuit of quantitative development to the pursuit of qualitative development.
Since the retail sales scale of the color TV market fell below the 40 million mark, how to tap the stock market and open up new markets has become a hurdle that major TV manufacturers cannot bypass.
Recently, domestic mainstream TV manufacturers have released spring new products, from their strategy, major TV brands still maintain enough confidence in the TV industry, it is not difficult to see the changes and changes that TV brands have made in response to the decline in sales. These changes mainly focus on large-scale layout, innovative technology blessing and scenario-based application.
Relevant analysis believes that although the color TV industry has entered the stock market, the display is different, and the display is everywhere. In addition, the high-end TV is one of the directions driving the transformation of the TV industry. Many TV manufacturers have increased the high-end market, which can not only enhance the brand image, but also highlight the grasp and judgment of the future market. The high-end layout of the product is the process of continuous upgrading and iteration, and it is also the driving force for the product to gain market recognition and achieve sales breakthrough through accumulation.
Large screen layout
It can also be seen from the sales data provided by third-party data companies that in the case of color TV sales cannot break through, the ultra-large-screen color TV market has almost become the main battlefield for Chinese and foreign color TV manufacturers.
According to Oviyun.com data, in 2022, the average size of China's color TV market will reach 57.4 inches, an increase of 2.8 inches over the same period of the previous year, of which the fastest growth is 75 inches, with a market share of 13.5%; The willingness to consume oversized sizes above 80 inches continued to increase, of which the market share of 85-inch products was 2.6%.
It is in this context that major TV manufacturers are constantly improving their layout in the field of ultra-large screens to meet the diversified needs of consumers. For example, in 2022, in the TV market with an Chinese mainland average retail price of 20,000 yuan and above, the retail volume of Hisense laser TV will account for 17.7%, an increase of 9.4 percentage points over 2021. For giant screen TVs of 100 inches and above, the market share of Hisense laser TV is more than 60%.
Home appliance industry observer Hong Shibin said that the current technology supporting large-screen is gradually maturing, whether it is Mini LED backlight technology, or laser display technology, including picture quality chip technology and AI technology that uses large-screen space to create more scenes for users, all of which have become key elements to support users' large-screen experience and productization in the future.
It is understood that under the catalysis of new species such as laser TV, the development trend of large-screen in the color TV industry has been accelerated. According to statistics, since entering 2021, at least 7 companies such as Hisense, Changhong, and HP have launched new laser TV products, and mainstream products cover 75-120 inches, greatly increasing the average size of color TVs.
Peng Jianfeng believes that laser TV and laser projection have a very large space for development in the future. As the clarity becomes higher and higher, LCD TVs have the problem of transmittance. Laser display technology has natural advantages. Because the laser is a reflected light, there is no loss of transmission.
Scene breakthrough
A reporter from Beijing Business Daily found in an interview that in the past, the main application scenario of smart TV was the living room as a viewing tool. However, with the gradual improvement of various screen parameters and configurations of smart TVs, more and more performance, more and more functions, more and more applications, more and more application scenarios can be covered, and the new demand in the mainland is gradually changing to the demand for secondary purchases, this scene segmentation trend has become another area to open the gap between brands.
"Low TV uptime is a false proposition." Li Wei, president of Hisense Vision Technology, said at the company's all-scenario display strategy conference that in the future, Hisense will focus on three major scenarios of home, commercial and automotive, anchoring six major industries: laser display, LCD, LED, AR/VR, cloud services and chips.
Li Wei told the Beijing Business Daily reporter, "In the home display scene, we will continue to break through and improve through high-end products. We will continue to invest in other scenarios, including mobile viewing scenes and new display scenes where consumers have home design, sports and health needs. In addition to doing a good job in laser TV, this year we will also quickly enter the field of mobile movie viewing and continue to launch laser projection products suitable for the needs of young people."
"In the future, scenario-based scenarios will bring more development space to the industry." Hong Shibin said that in the post-epidemic era, the demand for large screens in the home economy is extremely strong, which comes from leisure and entertainment, office and games, as well as social networking, fitness, etc., scene segmentation has become one of the important trends in the color TV industry in recent years.
"In the context of increasingly severe competition, on the one hand, domestic TV manufacturers break through from the stock market to high-end, and want space and profits; On the other hand, it also extends to the display, chip and parts industry chain to cross-border, while exploring commercial, automotive and other markets. Peng Jianfeng said.
Beijing Business Daily reporter|Tao Feng Wang Zhuli
Image source|Hisense official website