"In the first half of the year, affected by many factors, the development of the domestic Internet TV industry did not achieve the original growth." Liu Wei, who was the executive deputy general manager of the Multimedia Industry Division of Tongfang Co., Ltd., faced the issue in an interview. It is understood that due to factors such as excessive inventory and single product, the domestic color TV industry did not perform well in the first half of the year.
Compared with domestic color TV companies, foreign companies with cautious product strategies and flexible transformation strategies achieved good results in the first half of this year. Affected by economic recovery, environmental protection and energy-saving appliances, and other factors, Japanese color TV companies Sony and Toshiba have achieved different levels of profit. At the same time, South Korea's Samsung and LG also announced a large profit growth report. Experts pointed out that from the profit-making experience of Japanese and Korean color TV companies, at least three points are worthy of vigilance for domestic enterprises.
Moderately avoid "problem products"
Xing also Internet TV, the decline is also Internet TV. The Internet TV market, which is highly anticipated by Chinese color TV companies, did not perform satisfactorily in the first half of this year.
Let's take a look at the latest statistics on multimedia services published by TCL: In terms of multimedia business, due to the poor market expectations in the Chinese market, the pre-inventory of TCL is slightly higher; given that the Chinese market is now rapidly LED (light-emitting diode) TVs In the transition, TCL cleaned up the inventory of traditional CCFL (Cold Cathode Fluorescent Lamp) LCD TVs in the second quarter. Affected by this, TCL Multimedia's sales of LCD TVs in June fell by 41.42% year-on-year.
In addition to TCL, there are many domestic companies that focus on Internet TV. In an interview with reporters, Tsinghua Tongfang Liu Wei also admitted that "the sales of Internet TV in the first half of this year and the previous expectations have a big gap."
According to the monitoring data of Aowei Consulting (AVC), the retail sales of Internet TV in the first half of 2010 reached 1.81 million units, with retail sales accounting for 11% and retail sales accounting for 17%.
"Although the Internet TV market has maintained a rapid development trend from the trend, from the perspective of manufacturers' planning at the beginning of the year, this scale has not reached the expectations of the manufacturers. For the highly competitive Chinese color TV market, domestic brands could have passed Internet TV. Differentiation in terms of achieving better market results, but from the realistic results, the development of the Internet TV market has indeed been affected by the current macro policy.†Yu Weixing, general manager of Aowei Consulting, told reporters.
The emergence of Internet TV has brought people from the traditional "watching TV" to the "playing TV" era. This function has become a major factor in the rapid growth of Internet TV.
In fact, for Internet TV, Samsung, Sony, Sharp and other Japanese and Korean companies have also seen their development prospects, but because of policy uncertainty, foreign companies have not made any efforts in this field. Take Samsung as an example. As early as the first half of 2009, when Samsung released new products, Jin Rongxia, president of Samsung Group Greater China Marketing, clearly told reporters that Samsung is ready to go online with TV, but the policy of China’s broadcasting and TV is not very clear. So don't worry about marketing to the market.
The reporter found that in the summary of the reasons for Japanese and Korean manufacturers to make profit reports, Internet TV is not listed.
Global deployment resources have greater advantages
As of 14:00 on August 4, except for Xoceco, no other domestic color TV company announced the financial report for the first half of this year. The reason for using the securities analysts’ summary is that “the first half of this year’s financial report is not expected to be goodâ€. In stark contrast, Japanese manufacturers such as Sony, Toshiba, etc., and Korean manufacturers Samsung, LG, etc. have released the first quarter of fiscal 2010 financial reports, financial reports show that under the leadership of color TV business, all companies have achieved good Profit.
Take Sony as an example. Although the appreciation of the yen was expected to have a negative impact on the performance, thanks to the performance of TV, computer and PS3 business in the first quarter, the performance of Sony Group in the first quarter of fiscal year increased by 3.8%. , nearly 1.7 trillion yen (18.663 billion US dollars).
"In the first half of this year, the performance of foreign companies' financial reports is indeed very eye-catching. This aspect is related to its product strategy. On the other hand, because of the economic recovery, these enterprises with global resources have more obvious advantages." Zhu Lijun, chief appliance analyst of Galaxy Securities, told reporter.
DisplaySearch statistics show that in the past few years in the flat-panel TV shipment market, Samsung, LG, Sharp and other companies firmly occupy the top of the market, they can coordinate global resources to carry out marketing. On the other hand, Chinese companies, the only companies in the world's top ten TV sales in 2009 are TCL, and other companies are outside the ten, so there are few Chinese companies that can achieve global linkage sales.
Failure to mobilize global market resources often results in a serious imbalance between supply and demand in a particular market. Taking the current LED TV as an example, under the guidance of Samsung and Sharp and some research companies, the Chinese LED TV market is extremely hot, but this rhythm is inconsistent with the overall development of the Chinese TV industry.
From the initial 3 million units expected to the current 10 million units, LED TV shipments continue to increase. However, the reporter learned that not long ago, the eight major color TV companies in China did not complete the expected increase in the proportion of LED panel purchases, and the rapid development of the LED TV market has made domestic color TV companies eager but there is no good way to solve the traditional LCD TV inventory. High problem.
LED industry may fall into passive
From the loss of 1 billion US dollars last year to the realization of 753 million US dollars of operating profit this year, from last year to turn losses into profit to become the main force of the group's profit this year, Sony TV's development model is worth learning from domestic enterprises. Samsung’s pioneering marketing experience in the TV field is also worthy of good research.
In the same way, LED TVs, from the planning in early 2009, to the "guarantee" cooperation with LED TV chip manufacturers, Samsung, LG and other foreign companies in the development of LED TV awareness and technology are ahead of domestic color TV companies. In the 3D TV industry, which is now on the rise, Sony and Samsung have become the leaders in the popularization of technology and concepts. In the past few years, Sony has been criticized by the industry for its lack of active transformation in the TV field.
Domestic enterprises are not without opportunities. The reporter learned that from 2008 to 2009, domestic color TV enterprises launched an industry-wide transformation from price war to value war, which laid the foundation for domestic color TV enterprises in China's color TV market. The share has also risen from less than 40% to around 70%.
However, with the continuous application of new technologies, the advantages of China's color TV market in new technologies are slowly disappearing. "At present, in the LED TV market, the overall share of domestic color TV enterprises accounts for 60%, and the share of foreign brands is around 40%. In the National Day market, foreign companies will definitely launch LED TV price wars, and the market position of domestic enterprises affected by upstream out-of-stocks has May be caught in a passive position." Researcher Yizhong Kang color TV analyst Peng Xiandong told reporters.
The reporter found that on the eve of the National Day, domestic enterprises will actively digest the inventory of traditional LCD TVs, and at the same time, the LED TV market is limited by the shortage of panel supply, which may cause domestic color TV enterprises to devote themselves to the price war of LEDs. Directly led to the domestic brand LED TV market share fell to 40%.
"Domestic color TV enterprises must not only meet market demand in products, but also lead the industry in terms of consciousness. Only in this way can they play a leading role in the development of color TV industry." Hao Yabin, deputy secretary general of China Electronics Video Industry Association, told reporter.
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