Abstract:China's TV industry is currently in a stage of rapid development and change. As the penetration rate of global television sets continues to increase, consumer demand for TV sets is gradually saturated, and the market growth momentum is weakening. At the same time, with the rise of mobile Internet devices such as mobile phones and computers, the core functions of TVs are gradually being replaced, and the Internetization of TVs has increased the difficulty of operation, which greatly affects the shipment of TVs. In recent years, the growth rate of China's TV shipments has stabilized. In 2023, China's TV shipments will be 193 million units, a year-on-year decrease of 1.22%.
1. Definitions and Classification
Television refers to a device that uses electronic technology to transmit active images and audio signals according to the visual persistence characteristics and visual psychology of the human eye. Television sets can be divided into tube televisions, transistor televisions and integrated circuit televisions according to the main components used, and analog televisions and digital televisions according to signal processing.
Second, industry policies
1. Competent authorities and regulatory system
The competent authority for the television industry is the Ministry of Industry and Information Technology. The main responsibilities of the Ministry of Industry and Information Technology are: formulating and implementing industry plans, industrial policies and standards, monitoring the daily operation of industrial industries, promoting the development of major technical equipment and independent innovation, managing the communications industry, guiding and promoting information construction, and coordinating and maintaining national information security.
The self-regulatory organization of the television industry is the China Electronic Video Industry Association. The main task of China Electronic Video Industry Association is to safeguard the rights and economic benefits of the whole industry and member enterprises, promote the development and progress of the industry, on the basis of abiding by national laws, regulations and policies, in accordance with the principle of consultation, facing large industries, cross-regional, cross-departmental, cross-ownership, not for profit-making purposes.
2. Industry-related policies
With the rapid development of smart technology, the TV industry is ushering in unprecedented changes. In August 2023, the Ministry of Industry and Information Technology and other five departments issued the "Three-Year Action Plan for the Innovation and Development of the Metaverse Industry (2023-2025)". The plan clearly puts forward the strategic goal of expanding the entrance to the metaverse, aiming to accelerate the large-scale promotion of immersive display terminals such as XR headsets and glasses-free 3D. At the same time, the plan also emphasizes the importance of enriching metaverse applications based on devices such as televisions, and supports the research and development of cutting-edge products such as brain-computer interfaces. Together, these measures will promote the deep integration of the TV industry and the metaverse industry, bringing users a more immersive and interactive audio-visual experience.
Third, the development process
The development of China's television industry has gone through four stages. China's TV industry started late, and the earliest TV sets were assembled and produced through the introduction of technology and equipment. In the embryonic period from the 50s of the 20th century to the 70s of the 20th century, China began to establish a television production base, and gradually formed a certain television manufacturing capacity. During the development period from the 80s of the 20th century to the 90s of the 20th century, under the background of reform and opening up, China's television industry began to increase investment in scientific research and gradually realized the ability to independently design and produce televisions. Domestic color TVs began to gradually replace imported products, and their market share continued to increase. From the beginning of the 21st century to the mid-10s of the 21st century, with the rapid development of China's economy, domestic TV brands such as TCL, Hisense, Skyworth, etc. began to emerge and gradually became internationally renowned brands. China's TV industry continues to innovate, launching new products such as LCD TVs and OLED TVs to move towards the high-end market. In the period of intelligent development from the mid-10s of the 21st century to the present, with the development of artificial intelligence, big data and other technologies, China's TV industry has begun to move towards the stage of intelligent development. Smart TV, Internet TV and other products are gradually popularized and have become popular products chosen by consumers.
Fourth, industry barriers
1. Technical barriers
Technical barriers are one of the most significant in the television industry. With the continuous progress of technology, the TV industry is developing in the direction of ultra-high-definition, intelligence, and networking. However, the R&D and application of these technologies require a large investment of capital, talent, and time. For smaller, underfunded businesses, it can be difficult to meet these technical thresholds. In addition, the TV industry also involves a number of technical fields, such as display technology, chip technology, operating system, etc., which also increases the complexity of technical barriers. As a result, technical barriers limit the development space for new entrants, allowing the leading players in the industry to maintain their market position.
2. Market barriers
Market barriers are another important barrier in the television industry. The competition in the TV market is fierce, not only between domestic companies, but also from international giants. It is difficult for new entrants to gain enough share in the market because they need to face problems such as low brand awareness, limited sales channels, and lack of user trust. In addition, with the intensification of market competition, enterprises also need to continuously invest in marketing and brand building to attract the attention of consumers. These market barriers make it a huge effort for new entrants to gain a foothold in the market.
3. Policy barriers
Policy barriers are also an aspect that cannot be ignored in the TV industry. The government plays an important role in the development of the television industry, by formulating policies to regulate market order, promote technological innovation and protect consumer rights. However, these policies can also create certain barriers for the TV industry. For example, the government's tariff policy on imported TV sets and investment restrictions on foreign-funded enterprises will affect the competitive landscape of the industry. In addition, the government's requirements for environmental protection and energy consumption are getting higher and higher, which also brings certain cost pressure to TV companies. Therefore, the existence of policy barriers makes TV companies need to pay close attention to policy dynamics to deal with potential market risks.
Fifth, the industrial chain
1. Analysis of the industry chain
The upstream of the TV industry chain mainly includes suppliers of parts and raw materials, such as display screens, backlight panels, speakers, logic boards, power boards, housings, etc.; the middle of the industrial chain is the TV manufacturing link, which is mainly the manufacture and assembly of TV sets; and the downstream of the industrial chain is radio and television, culture, education and entertainment, medical and health care, industrial manufacturing, etc.
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