The color TV market is expected to rebound in 2018

In the past 2017, China's color TV market has experienced the coldest winter in more than a decade.

The latest data shows that TV is being squeezed by small screens such as computers, mobile phones and tablets. In the past 2017, China's color TV market has experienced the coldest winter in more than a decade. In 2017, China's color TV retail sales reached 47.52 million units, down 6.6% year-on-year, the largest decline since 2003. The once-popular Internet TV was also caught in a bottleneck. According to industry insiders, in the context of the release of dividends in the mid-to-high-end market, the deepening of market reshuffle, and the rational decline in panel prices, the color TV market is expected to rebound in 2018, but it is destined to be a “hard year”.

"The most pleasant thing in the past is that every night at 8 o'clock, a family of three sat on the sofa to chase the series. Now, every day, I go home and hold a mobile phone. The TV is a display in our home." White-collar Xiao Zhang Securities reporter said.

With the development of online media, people's lives are gradually occupied by small screens such as computers, mobile phones, and tablets. TVs are gradually being marginalized. Reflecting on data, it is a sharp decline in color TV sales. The latest analysis report of color TV industry released by Aowei Cloud Network shows that in 2017, China's color TV retail sales volume was 47.52 million units, down 6.6% year-on-year, the largest decline since 2003. In 2016, the total sales volume of the Chinese TV market exceeded 50 million units, reaching an all-time high.

A home appliance industry researcher told the "Golden Securities" reporter that "2017 is a bleak year for the color TV market. From 2015 onwards, with the falling price of LCD TVs, the color TV industry has entered a low-profit era.

It is worth noting that after several years of fighting, Internet TV began to accelerate its demise. The data shows that in 2017, the Internet TV market share was only 10%, and foreign brands accounted for 15%. Domestic color TV brands are still the main force, accounting for 75% of the market.

A few years ago, when traditional TVs faced lower and lower operating rates and were unable to do anything, many Internet companies entered the color TV market and joined the color TV battle. Internet TV uses the low-cost hardware to acquire and operate users and earn money by content. In 2015, the total number of Internet TV brands has been equal to that of traditional TV brands, close to 20.

By 2017, the style of painting changed suddenly. With the Internet TV giant LeTV in trouble, the entire industry is accelerating. Last year, many brands including LeTV, Kanshang, popular, and micro-whales have more or less bursting out of various crises.

“The price of panels that account for more than 60% of the cost of TV sets continues to rise, so that the cost pressure of Internet TV brands has suddenly increased. There is no sound production model, and the investment and the cloak of gimmicks are lost. Internet TV loses its most basic. The power of survival. If the price war and content warfare are used as marketing tools, and technological innovation and machine manufacturing are not developed, Internet TV will further shrink in 2018," said the researcher to the "Golden Securities" reporter.

The above researchers believe that "in the mid-to-high-end market dividend release, market reshuffle deepening, panel prices rationally fall back, the color TV market is expected to rebound in 2018. But it is also destined to be a difficult year."