Recently,Ovirivo (AVC Revo)Release《Global TV brand shipment monthly data report),Data shows,2023Hisense TV ranks second in the world with 25.852 million units of shipments。 This is following the 2022year,After the shipment volume jumped from the fourth in the world to the second in the world,Hisense TV once again ranked second in the world。
Sitting in second place for two consecutive years,This is worth "thumbs up" for Hisense TV。 However, behind the comparison of the overall scores, there are several "single subjects" that are worthy of "praise and interpretation".
First, it is the only brand among the world's top 5 TV brands that has continued to grow in the past 6 years.
In the past few years,Hisense not only went from the fourth directly "upper" to second,It has maintained 6 years of continuous growth,Such continuous performance is not easy。 You know,From 2021 onwards,Global demand for color TVs continues to fall",Samsung、LG and other traditional advantageous brands are also"All the way down" in scale。 Hisense continues to "rise" in the contrarian trend,This is enough to show Hisense"Strength and tenacity。
Some industry analysts believe that,Hisense has maintained growth for 6 consecutive years,The reason behind it is the improvement of Hisense's comprehensive strength,And form a strong competitiveness。
Hisense has steadily promoted its globalization strategy in recent years,Steady operation,Active brand promotion,Multi-brand operation strategy and efficient management have made Hisense's comprehensive competitiveness in the global TV field steadily enhanced。 Overseas, the market share in North America, Europe, Asia-Pacific and other regions has increased significantly, while the domestic market has continued to expand through its sub-brand Vidda. It formed a "fruit" that blossomed "inside and outside the wall".
Second, laser TV has "blossomed" in overseas markets, and has set up a "new business card" in the high-end range of 3000-5000 US dollars.
How laser TV performs in overseas markets has always been the focus of attention in the industry. In 2023, Hisense laser TV will "take off in an all-round way" in the global market. In 2023, Hisense laser TV will not only share 46.4% of global shipments, but also continue to rank first in the world. At the same time, it has been sold in more than 40 countries and regions around the world. Hisense laser TV has entered3000-5000US dollars in the high-value market,Laser TV(Including laser micro-investment)The compound growth rate has reached 101% in the past three years。
Some industry analysts believe that,In the overseas market,The price of ordinary Chinese TV is300-500US dollars,And this time Hisense laser TV is sold to overseas users at a price that is 10 times the average price of ordinary TV。 This proves that laser TV does not rely on low prices to harvest the market,But rely on a new "audio-visual cinema"Home concept, so as to obtain the "recognition" of high-quality users in these developed countries。 This is mainly because of the advantages of laser TVs such as rich colors, unique scene construction, and healthier eye protection on large screens.
Hisense laser TV in Germany、Italy"Eye-catching"Performance,This is undoubtedly a good "start",It also serves as a good example for more local laser TV brands"Chipin"Worldwide!
The successful layout of the global market will promote the continuous R&D and innovation investment in the laser TV industry as a whole. The laser TV industry is forming a virtuous development cycle of positive feedback between consumption and innovation investment. at the same time,Laser TV, as a category in which mainland enterprises occupy market advantages,It will enhance the global market image of local brand enterprises such as Hisense,Provide differentiated support points for high-end markets。
Third,Domestic 10,000 yuan + ultra-high market,Hisense TV"Singing all the way"
In the Chinese market,Aowei cloud network's omni-channel monitoring data shows,As of 2023month12month,Hisense TV sales volume share26.86%,Sales share29.05%,Both rank first in the industry。
It can be seen,2023Hisense TV"No. 1 in volume"At the same time,Its sales growth is higher than the sales volume,This shows that Hisense TV maintains a strong dominance in the high-end market。 And there is a data on the Ovi side that also confirms this fact.
According to the data of Aowei cloud network,2023year,in85+Large screen market and10000High-end market of more than 10000 yuan,The retail volume of Hisense TV、Retail sales share firmly occupies the first place in the industry,"High-end large screen buy Hisense"Become a consumer consensus。
In the eyes of the outside world,10,000 yuan+Ultra-high-end color TV market is almost all the main color TV manufacturers want to "break through"The area,Because only in this range has a "deed",In a real sense"Prove"It is the representative of the high-end color TV brand。 And Hisense TV, the high-end pyramid market"Ranked first",This undoubtedly shows its strength"High-end"Industry status。
Some industry analysts believe that,Hisense can have "dominance" in the high-end market of more than 10,000 yuan,On the one hand, it is because Hisense has adhered to its two core technologies for many years"Killer":Laser display andULED XTwo high-end technology platforms,Effectively"Stepping on"The rhythm of this high-quality market,From giving consumers a clearer high-end brand recognition。 On the other hand, it is because it is one of the few color TV giants in the industry that can realize the "simultaneous attack" on various emerging display technologies such as ULED, laser display, MiniLED, MicroLED, OLED, and 8K. At the same time, the free development of chips has also been promoted step by step, so as to effectively build a number of differentiated high-end series products and maintain the leading position on the supply side of the market.
Postscript comments:A senior media person in the industry told "Audiovisual Circle",Hisense continues to be the second in the world,It is a news hotspot。 But behind this news,We should see the "high-end" volume status of Hisense's strength。 Especially in laser TV, 85+ large screen and other 10,000 yuan + high-end large screens have an absolutely strong performance, thus forming a high-end breakthrough "sharp knife". This may be the most powerful "achievement" in the process of Hisense TV gradually moving from "bigger to stronger".