The domestic color TV market in the first half of this year, due to the combination of multiple factors such as LCD panel price increases, chip shortages, sluggish demand and channel transformation, has caused overall color TV sales to continue to decline.
According to AVC data, in the first half of 2021, the cumulative sales of China's color TV market was 17.81 million units, a year-on-year decrease of 14.7%. In the first half of the year, there were less than 18 million units. This may be a "historic misfortune" in the past 10 years.
After entering the second half of the year, although the price of upstream LCD panels has stopped rising, and even the prices of certain size panels have begun to decline, it feels that the overall market sales have not yet seen a new improvement. According to data from Zhongyikang, in the first month after entering the second half of the year, July, overall sales continued to slump both online and offline.
The color TV market continued to decline sharply year-on-year in July, and the retail volume of online and offline channels fell 30% and 31% year-on-year respectively. At the same time, the average price of terminal products still maintains a high percentage growth. The online average price was 2,891 yuan, a year-on-year increase of 51.5%, and the year-on-year growth rate slowed down; the offline average price was 4,969 yuan, a year-on-year increase of 36.5%.
industry veteran and founder of the People's Home Power Grid, Yang Fan, told the "Audiovisual Circle" that judging from the trend of the color TV market in July, the continued increase in average prices is still suppressing sales. However, as sales continue to decline, high-end large screens and other high-quality products continue to rise.
According to data from Yikang, among the TOP models of color TV market share in July, high-end large-screen color TVs of 65 inches and above are on the list and their performance is eye-catching. At the same time, high-priced products above 8,000 yuan have brand retail sales. The share is mostly in an upward trend and is becoming a hot spot in the industry.
An industry source said that the 8,000 yuan + ultra-high-end color TV market is almost always where major color TV manufacturers want to "break through".Because only by doing something in this interval, can we truly "prove" that we are the representative of high-end color TV brands.
At present, although a number of color TVs have launched a variety of ultra-high-end TV products of 8000 yuan +, but from the performance of this market segment, it is still a few brands such as Sony, Samsung, Hisense that "dominate" ".
According to data from Zhongyikang, in the TOP10 list of sales volume of 8,000 yuan + offline platforms in the ultra-high-end market in July, Sony still has a strong performance, with 6 products on the list. Hisense has two shortlisted products, while Samsung and TCL each have one shortlisted, while other brands have no products "on the list" TOP10.
Yang Fan told the "Audiovisual Circle" that it can be seen from this list that Sony has a strong performance in the 8,000 yuan + ultra-high-end market, but Hisense is also worthy of attention. This year's main high-end market star product U7G series performance Particularly "eye-catching", 65U7G (average price up to 9,000 yuan +) and 65U7G-PRO (average price of 11,000 yuan +) were included in the TOP10 list, which can be described as the "focus products" in this list.
is different from most of the 70+ super-large boards of Sony, Samsung, and TCL in the list. Hisense’s product size this time is 65 inches, which means that Hisense is 65 inches larger than Sony and Samsung 70+. Screen TVs are "dancing together" in the ultra-high-end market. With a small scale, Hisense U7G relies on travel performance and quality.
It is reported that Hisense TV U7G-Pro is the world's first XDR TV and the flagship product after Hisense ULED technology upgrade. It is equipped with a brand-new Xinxin U+ super image quality chip independently developed by Hisense, and an enhanced version of the 100-level full-array dynamic backlight, which makes the color reproduction, brightness, and transparency of the picture reach a new level.
The reason why Hisense can "play" with Sony and Samsung in ultra-high-end TVs,This is not unrelated to Hisense’s active and firm efforts in high-end large-screen TVs in recent years. In recent years, Hisense's "full R&D" in laser display and ULED technology can be said to be domestic manufacturers already standing on the same starting line with the world's display giants.
For example, the initial stage of ULED technology research and development received the National Development and Reform Commission project and the Ministry of Industry and Information Technology's major innovation project support. Up to now, Hisense ULED products have applied for 866 patents, 380 domestic authorized patents, 66 international authorized patents, including US and European patents, breaking the previous situation where major display technology innovations were dominated by foreign companies.
Hisense U7 series' excellent performance also gives other brands "proofing". When the high-end large screen leads the consumption trend, mastering the core technology will become the key to occupying the market.
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