Starting from June 2020, the supply and demand in the upstream LCD panel and driver chip markets for color TVs has been unbalanced, resulting in serious shortages of various parts and components. According to relevant data, as of early July this year, upstream LCD panels have been rising for 13 consecutive months, which is the longest period of growth in recent years.
is accompanied by this, and the price of color TV terminal products is also constantly "soaring". The price increase has seriously restricted market sales and consumption logic.
According to GfK's monthly retail monitoring data, the average price of dual channels in the domestic color TV market was still rising in May. The average online price was 2,715 yuan, a year-on-year increase of 42.4%; the offline average price was 5,045 yuan, a year-on-year increase of 29.2%. .
At the same time, even in this year's 618 mid-year promotion, the products of various best-selling size segments on the online platform are also rising across the board. Among them, the average price of 32-inch TVs was 922 yuan, a year-on-year increase of 47%. The average price of 43 inches is 1519 yuan, a year-on-year increase of 41%. The average price of 55 inches is 2,694 yuan, a year-on-year increase of 21%. The average price of 65 inches is 3959 yuan, a year-on-year increase of 21%. The average price of 75 inches is 5,893 yuan, a year-on-year increase of 22%.
The continuous price increase of color TV terminal products also greatly inhibited the sales volume of the domestic color TV market. According to the forecast of Luotu Technology: in 2021, the retail sales volume will likely drop to below 38 million units.
As for the trend of the domestic color TV market in the first half of this year, Luotu Technology data shows that in the first half of this year, the total shipments of domestic TOP7 brands Xiaomi , Hisense , TCL, Skyworth , Changhong, Konka and Haier It was 14.64 million units, a year-on-year decrease of 16.08%.
In terms of the specific brand structure, Luotu Technology did not give specific sales ranking indicators, but stated in general terms that if the sales volume in the first half of the year can reach more than 2 million units, it will be able to enter the TO4 first brand lineup, and the sum of the sales of the top four brands It was 11.2 million units, a year-on-year decrease of 13.45%.
In addition, the total shipment volume of the three brands in the second lineup of TOP7 is only 3.44 million units, a year-on-year decrease of 23.64%, which means that the average shipment volume of the 5th to 7th brands is only one million units.
An industry media person told "Audio-Visual Circle": The domestic TO7 brand pattern is also undergoing huge "differentiation and fragmentation". , Haier and other second brands when the distance between. This also means that the concentration of TOP4 top brands in the domestic color TV market is expected to further improve.
In addition to the declining shipments of TOP7 and other brands, Luotu Technology's analysis believes that other brands including , Philips , , Sharp , Honor, PPTV, Popular, and LeTV have encountered various business problems. Under the complex interweaving of multiple factors, the performance is difficult to describe.
However, in the first half of the year, almost all brands' shipments were "falling" on one side. Only one new army of domestic color TVs was "flying red" against the trend, and it was Huawei.
According to data from Luotu Technology, Huawei's smart screen shipments in the first half of the year were about 450,000 units, which doubled compared to last year. In the current situation that the overall market is shrinking in an all-round way, Huawei has achieved growth against the trend, which is not easy.
The reason for Huawei's smart screen growth in the first half of the year against the trend. Some industry analysts believe that on the one hand, it is related to the low sales base of Huawei TV itself, and on the other hand, it is because most brands are trapped in the price increase whirlpool, and Huawei has a certain price space to move because of the high price before. , so as to obtain a certain price cost advantage.
According to statistics, in the first half of this year, only Huawei can achieve the decline in the average price of online and offline platforms, while other brands are increasing in price, while Huawei's smart screen has achieved a decline in the average price. This contrast undoubtedly makes Huawei TV has more "price competitiveness".
In addition, under the innovative concept of function and technical form, Huawei's smart screen products are also "pulled" by the increasing relative price competitiveness of products, and they are also highlighting their own brand competitiveness.
However, the "good" performance of Huawei's smart screen in the first half of the year does not mean that it will have a strong "transcript" throughout the year. Luotu Technology predicts that considering the current supply chain dilemma of Huawei TV, the market outlook still needs to be observed. Whether it can maintain a good market situation throughout the year depends on the follow-up market actions and performance of Huawei TV in the second half of the year.
Postscript:
The first line is already a bit miserable, the second line is even worse, and the third line is terrible: This is a classic summary of the overall market performance of color TV brands in the first half of the year. However, under such a situation, there are still Huawei that can grow against the trend, which also shows that the market is "not a depression", but there are "structural" variables. For example, the mid-to-high-end and large-size markets are relatively active, and the market continues to grow.
According to the results of the first half of the year, there may be less than 40 million color TV sets in 2021, and the volume and scale hit a new low this year. This will increase brand competition. In addition to price and beyond, including scenarios, technological innovations, and "finishing and grasping" precise market segments, grasping structural opportunities in details will become an important task for each brand. It is even the life and death test of some second- and third-tier brands.
