The performance of the online market for flat-panel TVs in Q1 was not as good as expected.
According to the data of Whale Staff, from January to March 2024, the cumulative sales of flat-panel TVs on the online e-commerce platform (Jingdong Tmall Taobao) will be about 3.6 million units, down 12% month-on-month and 30% year-on-year, and the cumulative sales will be about 9.9 billion yuan, down 28% month-on-month and 17% year-on-year.
From the perspective of the average market price,The price of flat-screen TVs has increased compared with last year,The current average market price has reached about 2700 yuan。 In one year, the average market price has risen by 18%. It can be seen that nowadays, TV manufacturers are gradually getting rid of the past"Low price competition"The model。
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
The distribution of each price segment and the change in sales level can also reflect this phenomenon from the side. It can be seen that TVs within 3000 yuan are the mainstream of the market, and the overall sales proportion has reached nearly 40%, but compared with last year, the magnitude has declined significantly, especially for products within 1500 yuan.
From the perspective of growth, high-end models or large-size TVs above 8000 yuan have more potential, and they are more popular than in the first quarter of last year, with sales and sales increasing by more than 10% year-on-year.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
The current market pattern is relatively stable, with brands such as Xiaomi, TCL, Hisense, and Skyworth as the main force. The price of the product line of these brands is also mostly concentrated within 3,000 yuan, and it is closer to 4,000 yuan +. Q1quarter,Xiaomi TV won the first place in sales and sales in the online market,Market share of about20。
From the perspective of growth level, brands with a large proportion of mid-to-high-end TVs in the product line have made significant gains this year. Compared with last year, brands such as Vidda, Huawei, FFALCON, Kukai, and Samsung are more popular this year and are showing positive growth (detailed sales data can be viewed on the Whale Staff platform).
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
Today's TV consumer has several obvious characteristics:
1. Buy "big" not "small"
The consumer demand for large screens and large-size color TVs has increased significantly. From the perspective of the supply chain, the production capacity of large-size panels has increased, even to the point of oversupply and falling prices. When the price of "large" is similar to that of "small", more consumers tend to choose "large".
In the Q1 quarter's hot-selling TOP10 list,75Inch TVs accounted for 50%,From Hisense、Xiaomi、TCL and other well-known brands;There is one85Inch,From Hisense brand;Two 65 inches,Both from Xiaomi。 There is only one 43-inch TV from Vidda on the list.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
2. The trend of intelligence is irresistible
At present, more than 90% of the hot-selling TVs online are smart TVs, and some technologies can also realize voice control, KSang, suitable for games, with own eye protection, touch screen and other personalized functions. This also shows that more and more families will choose to buy smart TVs, and will also take "whether they can enjoy a convenient, diverse and high-quality entertainment experience" as an important reference factor.
From some data charts in the attribute analysis of whale staff, we can more intuitively perceive the changes in consumer trends.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
In the fierce market competition, whether brand enterprises can make timely and effective market decisions is the key to success. If we can grasp the unsaturated or unmet market demand and trends of the industry through data analysis in a timely manner, we will inevitably occupy a certain initiative.
The data of Whale Staff comes from public channels, and the data acquisition and statistics may be incomplete, which is for reference only.
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