For the domestic smart phone fight, I believe everyone has been familiar, in contrast, the competition in the TV industry seems to be low-key and soft, but it is not. Like domestic smart phones, domestic TV also faces the situation of weak growth in the domestic market. In order to find incremental growth, domestic TV brands also have a determination to expand overseas.
Color TV a new round of competition to attack, big screen, vision, AI is still a hot spot
Recently, the overseas expansion of Domestic smart phones is intensifying. Based on the high domestic market penetration and other factors, smart phones in the domestic market has become saturated, from incremental market to stock market. Coincidentally, domestic TV is also facing the reality of weak growth.
In 2016, The development of China’s TV industry experienced two major challenges in succession. First, the price war was launched in the first half of the year, and the panel price rose in the second half. Under the attack of two rounds of challenges, domestic manufacturers are facing difficulties. The survey showed that in the first half of 2017, China’s color TV shipments reached 22.51 million units, a year-on-year decline of 10.8%, showing a slow growth of the color TV market. In addition, in the third quarter of 2017, the retail scale of the domestic color TV market was 10.41 million units, down 12.9% year-on-year.
In the domestic color TV situation has become difficult, many domestic TV brands have already embarked on the road to the sea, the competition is increasingly fierce, and to keep up with the pace of the market will have to follow the trend of industry hot spots.
In 2017, the color TV industry focus on intelligence, laser, voice and other aspects, to 2018, in the industry has not been a major technological breakthrough, the global color TV industry competition hot spots are expected to roughly around the large screen, vision and AI and other aspects.
Start with the big screen and visual enjoyment. Under the circumstance that users have higher and higher demands for vision, large-screen TV seems to be an irreversible trend. As a result, manufacturers are rolling out large-screen TVS, and there are even TVS that can adjust their own sizes. This year, more than 80 percent of TVS priced at more than 10,000 yuan will have screens of 65 inches or larger.
Besides, the AI. AI products saw explosive growth last year, with THE domestic market for AI TVS growing by 80 percent. With the advancement of AI technology, the functions of AI TV such as distant voice and voice print recognition have been greatly released. In this regard, AI TV will inevitably continue to “occupy” the color TV industry hot spot, and will become the color TV industry “permanent guest”.
Predictably, in addition to pay attention to color TV industry competition focus in the New Year, domestic TV to sea there are many places to consider, such as foreign consumers’ brand awareness, many problems, such as consumer psychological appeal and brand after-sales and also take different strategies in different regions of overseas, to adapt to for “and” may bring many problems.
Traditional TV and Internet TV overseas competition: the former temporarily ahead, the latter can not be underestimated
Once upon a time, the rise of domestic Internet TV gave many traditional TV manufacturers a head-on blow, thus increasing the intensity of competition in the domestic color TV market. However, when it comes to overseas markets, Internet TV companies are flat, while traditional TV manufacturers shine brightly in overseas markets by virtue of first-mover channels and user resource advantages.
For example, TCL’s market share in North America ranks third only after Samsung and Vizio, a local brand in the US. According to the statistics of Econ, as of October 2017, hisense TV’s market share in South Africa reached 22.4%, and its sales volume in Australia reached 19.6%. In addition, Skyworth TV sold 6.302 million units in overseas markets from April to November 2017, up 15% year-on-year. Visible, of traditional TV manufacturer go to sea all obtained the result of proud person, force presses young Internet TV manufacturer people.
However, although these traditional TV brands with the advantage of early overseas, in the international market to obtain a strong influence, but Internet TV is really so “vulnerable”? The answer is clearly no.
Look from each side advantage, Internet TV people same actual strength nots allow to underestimate.
Compared with traditional TV brands, Internet TV has the advantages of high cost performance and content, and is also popular among consumers in domestic online channels. For example, Xiaomi, which entered the TV industry in 2013, has repeatedly topped online sales in 2017. From September to October 2017, Xiaomi TV ranked first in sales on Tmall and JD.com, according to data from Oviyun.com.
To expand the market, Mi TV will enter overseas markets this year. With the xiaomi mobile phone and Xiaomi set-top box, which have a certain influence in the global market, it has undoubtedly accumulated a certain user base advantage for its overseas layout. For Xiaomi TV, there may be many difficulties to overcome when it first enters the overseas market, but it cannot be ruled out that xiaomi will become a powerful competitor of overseas traditional TV manufacturers after accumulating experience and exploding advantages.
In the long run, Internet TV can better grasp the personalized consumer psychology, which is also an important direction for the future development of TV industry. In addition, in order to seek differentiation competition, Internet TV tries to find a niche play, to avoid direct conflict with other TV. For example, Baofeng, which also appeared in CES, brought audiences big-screen viewing experience with its AI screenless TV. Baofeng’s sales rose 30 per cent in the first three quarters of last year compared with the same period a year earlier, as LeEco gradually gave way. Visible, have the aid of technology and the breakthrough of differentiation thinking, the actual strength of Internet TV that is representative with storm is worth traditional TV manufacturers likewise vigilance.
Generally speaking, although the domestic Internet TV is still in the cold winter of development, but when the user’s demands are greatly released, Internet TV may be able to achieve a counterattack to break out of the encirclement again, become a mature consumer category in the color TV market, and become the home appliances favored by consumers.
Therefore, for domestic traditional TV manufacturers, although achieved a phased victory, but the exploration of color TV to the sea is still on the road, the moment to prove real strength is far from arrived. In addition to pay attention to the market hot spot, still need to be alert to the current performance flat but the same hidden strength of the Internet TV.
Japanese manufacturers show a recovery trend: more competition, may cause a new round of price offensive
Day fasten color TV once long occupy domestic color TV market, believe a lot of people are not strange. Later, due to the lack of innovation and other factors of multiple pressure, Japanese color TV such as SONY, Sharp and other gradually fade out of the domestic color TV market. Objectively, it is the decline of Japanese color TV market in China that makes domestic TV brands such as Skyworth and TCL take advantage of the situation to break out and grow into the head players of domestic traditional TV brands.
It is also the decline of Japanese color TV, domestic traditional TV brands to take advantage of the collective overseas, to fill the industry gap set aside by Japanese color TV, part of the domestic traditional TV brands also gradually grow into the global color TV industry leader. However, the good times did not last long, Japanese color TV in the recent “re-emergence”, once again in front of the public.
Since 2017, Japanese color TV brands have been on the rise. SONY posted a cumulative operating profit of 361.8 billion yuan in the first half of 2017, according to the company’s official data. In addition, in the high-end market of color TV, SONY has won high recognition in the global market with its OLED smart TV. In the second quarter of 2017, SONY sold 3.2 million TVS, up 100,000 from a year earlier, according to public reports.
Sharp, which was acquired by Foxconn in 2016, is also recovering strongly. Sharp is expected to sell 14 million units worldwide in 2017 and make a net profit of 69 billion yen in fiscal year 2017, according to data released by the China Electronics Chamber of Commerce.
Therefore, although the domestic TV brand before the acquisition of part of the Japanese TV brand, as a part of the overseas strategic layout, but the Japanese color TV strong rise of the state, also have to make domestic TV brand manufacturers cause attention.
First of all, for part of the traditional TV brands that go to sea, although it has gained a place in the overseas market, but with the rise of Japanese color TV again, the strong rival of the future TV industry competition, I am afraid that Japanese brands. On the one hand, Japanese brands represented by SONY have a great influence in the global market and hold a decisive weight in the hearts of consumers. Secondly, foreign TV brands also have a lot of strength, competition pattern or will be further increased, the smoke of war will be more powerful.
Secondly, TV price war or will set off again. In the fourth quarter of last year, prices of upstream LCD panels fell, and many brands began to cut prices to regain market share. In the case of the strong return of some Japanese brands and the increasingly fierce competition in the global market, many brands will carry out low-price offensive in order to grab a larger market. In the process of going to sea, domestic traditional TV manufacturers also need to guard against the threat of price war.
In general, although the momentum of the return of Japanese brands is not so strong at present, it is inevitable that the rise of these Japanese brands will bring a big or small impact on these domestic and overseas traditional TV manufacturers. Therefore, whether in order to open the gap in the short term, or in the long term, the recovery of Japanese manufacturers should be paid attention to.
Homebred TV go to sea own advantage, but global market wind direction is a change forever
In general, it is imperative for domestic TV brands to go to sea, and opportunities and challenges coexist. It is not easy to open the market comprehensively. However, from the domestic TV manufacturers own advantages, as well as the support of favorable policies, the sea also had a driving force.
First of all, from the perspective of supply chain, China has the flat panel display industry chain and is the most competitive in the international market. This advantage is enough to prove that domestic TV brands have a strong technical basis, prepared to show strength; Secondly, with the support of the “One Belt and One Road” policy, there will be more opportunities for domestic TV to go abroad. For example, smart phones are distributed in Southeast Asia and Africa.
In a word, it is said that a period has a period of publicity focus, television industry is no exception, but the market direction will always follow the pace of consumers. The average consumer’s reason for buying a TV can be as simple as the screen size. But it can also be complex, so complex that no TV on the market can ever be personalized. However, in fact, for many consumers, more needs are not imagined by themselves, but by developers after the product is developed, and then stimulate consumer demand, so that consumers can have the pleasure of paying attention to. Just like the new CES, the blackout was also fresh, in addition to the shocking dark technology.
As for what needs to be done to deeply cultivate the international market, many TV manufacturers must have already thought of countermeasures to cope with various tests and pressures. In addition, with the further advancement of science and technology, the speed of TV product update iteration is equally obvious to all. This also shows that these TV manufacturers never lack innovative thinking, also do not lack the courage to conquer the market, the lack of how to conquer the consumer’s core thinking and specific layout. Whether in the field of artificial intelligence exploration, or the determination to enter the overseas, TV manufacturers have the courage to be the first, I think the future TV will be more dynamic.
Don’t you see, many TV brands have experienced many glorious moments, and then left the market in a low profile; You see, many of the traditional TV manufacturers that once lived through their glory days but are still “alive” now face a well-matched Internet TV. Finally or the same sentence, no matter who is now powerful, the most powerful always seems to be the next.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110