China's color TV market has completed the transition from CRT TVs to flat-panel TVs during the “Eleventh Five-Year Plan†period. In 2010, the global market was about 180 million units, and the Chinese market accounted for about 22.2% of the global market. In 2015, the demand for the domestic color TV market is expected to exceed 60 million units, and the global color TV scale will be between 24-250 million units. The Chinese market is likely to account for more than 25% of the world's total.
According to the latest data from AVC, the sales volume of China's color TV market has increased from 35.63 million units in 2006 to 39.98 million units in 2010, with a growth rate of 12%. Sales volume has increased from 92.7 billion yuan in 2006 to 5 After the year, it had 151.5 billion yuan, a growth rate of 63%. In particular, since 2008, with the convening of the Chinese Olympic Games, the market penetration of tablet products has been further advanced. The market share of flat products rose from 29% in the first quarter of 2008 to 93% in the fourth quarter of 2010, basically fulfilling the complete replacement of CRT products. In 2010, the retail sales of LCD TVs in China's color TV market were 33.47 million units, a year-on-year increase of 42% (a 101% increase over the same period in 2009); 2.11 million units of plasma retail sales were up 24% year-on-year; after the high-speed growth period of the flat-panel market, simultaneous Seasonal demand characteristics appear in the trend of growth and stability.
Two major reasons to promote color TV growth With the official launch of the national "Twelfth Five-Year Plan" strategy, China's color TV industry has entered a new cycle of deep structural adjustment and will continue to develop rapidly and steadily. It is expected to lead the development of the color TV industry in the world. The forest. According to Yu Liangxing, general manager of AVC Consulting (AVC), the demand for the color TV market in 2015 is expected to exceed 60 million units, and the global color TV scale will be between 24-250 million units. The Chinese market is likely to account for more than 25% of the world's total. There are two major reasons that will drive the growth of color TVs.
First, economic policies have driven demand growth, and TVs have become the main products in the consumer durables market. The economy continues to grow and the purchasing power of residents has increased; the urbanization process has accelerated and the number of residents has increased rapidly. According to AVC analysis, the relationship between household income in urban and rural areas and the ownership of 100 households is exactly the same. However, from the current situation in urban and rural areas, the income of rural households lags behind towns for 8 years, and the number of color TVs owned by 100 households is 11 years behind. By analogy, when the “Twelfth Five-Year Plan†predicts that the doubling of household income will be realized in 2015, it will greatly promote the increase in the purchasing power of the consumer in the market, thus stimulating consumer demand in the color TV market. The demographic dividend increases demand for new purchases. According to AVC, family color TV consumption will enter the era of demographic dividend, and the number of newly-built households in urban and rural areas will surpass 7 million annually in the next five years, directly consuming more than 9 million sets of consumer TVs per year. The replacement needs will be strong in the next five years. Based on the 10-year life of CRT TVs, AVC expects that the cumulative replacement rate of CRT TVs in 2015 will reach 40%, with a cumulative scale of 250 million units and an average annual replacement capacity of 25 million units; by 2020, The historical inventory of CRT TVs has basically been updated.
Second, China's flat panel display industry will be the main driving force for the global market in the next five years. For the current status of the development of flat products in China, mastering the resources of the upstream panel is one of the important links in the development of flat products. In the past two years, with the strong support of government departments, China has gradually been equipped with panel production capacity. The BOE 8.5 generation panel production line vigorously supported by the government will enter mass production in 2011, followed by Samsung, AUO, LGD and other senior generation lines. The product will also be gradually mass produced. According to AVC data, the investment in the upstream of the industrial chain exceeds 300 billion in the future and becomes the world’s leading supplier of flat panel display devices. TFT-LCD panels and modules exceed 100 million units (calculated in 32 inches). Over 5 million PDP panels/modules.
Innovative products and channels are rapidly elevated From the perspective of development of various types of LCD products, LED-backlit LCDs are gradually replacing CCFL-backlit LCDs, making their prices gradually popular and continuing to penetrate quickly to achieve product popularity. In 2015, the market penetration of LED-backlit LCD TVs will exceed 94%. The development of network functions and intelligent application technologies will further promote the differentiated competition of color TV products, and will prompt the change of color TV companies' operating models, injecting new opportunities and challenges into the color TV market.
The Chinese 3D TV market may grow at a high speed. In view of the current imperfections in 3D technologies, such as the lack of 3D film sources and the difficulty of long-term viewing, 3D TVs will realize a differentiated and high-end image in conjunction with LED development strategies in the short term. Enterprises can achieve sales scale and profitability. Sustainability, market penetration of 3D TV in China will reach 37% in 2015.
The development of home appliance retail channels is closely related to the development of the color TV industry. The channel structure has been changed steadily, and reducing the channel cost rate and improving controllability has become the focus of all parties in the game. Innovation in the channel model and balance of channel structure are the key. The nationwide home appliance chain is actively undergoing transformation and promotes refined management. Implementing diversification of store types for different consumer needs; strengthening cooperation with enterprise-customized services and diversifying cooperation methods; involving the upstream and downstream industries and launching their own branded products; and vigorously promoting online shopping malls. While maintaining close cooperation with chain channels, home appliance companies adhere to the construction of their own channels and optimize the development of other channels. Many brands have opened online malls to continuously optimize the third and fourth-level market channels.
E-commerce has developed rapidly and will share 10% of color TV sales in the next 5 years. With the rapid development of Internet technology, the development process of e-commerce has been accelerated. For the home appliance industry, the well-known brands of Jingdong Mall, Xinqian.com, Suning.com, Gome.com, and Taobao.com have already been recognized by consumers for their advantages in price and distribution.
In the face of this cash-directed home appliance channel model, the TV industry with a relatively low profit margin will be relieved of cost pressures, such as entry fees, terminal construction fees, and high channel rebates, and can make profits at lower prices. consumer. AVC (AVC) estimates that the size of color TVs achieved by e-commerce channels in 2010 accounted for 1% of total sales, and it is expected to reach 5% in the next 3 years, and it will account for 10% of sales in the next 5 years.
According to the latest data from AVC, the sales volume of China's color TV market has increased from 35.63 million units in 2006 to 39.98 million units in 2010, with a growth rate of 12%. Sales volume has increased from 92.7 billion yuan in 2006 to 5 After the year, it had 151.5 billion yuan, a growth rate of 63%. In particular, since 2008, with the convening of the Chinese Olympic Games, the market penetration of tablet products has been further advanced. The market share of flat products rose from 29% in the first quarter of 2008 to 93% in the fourth quarter of 2010, basically fulfilling the complete replacement of CRT products. In 2010, the retail sales of LCD TVs in China's color TV market were 33.47 million units, a year-on-year increase of 42% (a 101% increase over the same period in 2009); 2.11 million units of plasma retail sales were up 24% year-on-year; after the high-speed growth period of the flat-panel market, simultaneous Seasonal demand characteristics appear in the trend of growth and stability.
Two major reasons to promote color TV growth With the official launch of the national "Twelfth Five-Year Plan" strategy, China's color TV industry has entered a new cycle of deep structural adjustment and will continue to develop rapidly and steadily. It is expected to lead the development of the color TV industry in the world. The forest. According to Yu Liangxing, general manager of AVC Consulting (AVC), the demand for the color TV market in 2015 is expected to exceed 60 million units, and the global color TV scale will be between 24-250 million units. The Chinese market is likely to account for more than 25% of the world's total. There are two major reasons that will drive the growth of color TVs.
First, economic policies have driven demand growth, and TVs have become the main products in the consumer durables market. The economy continues to grow and the purchasing power of residents has increased; the urbanization process has accelerated and the number of residents has increased rapidly. According to AVC analysis, the relationship between household income in urban and rural areas and the ownership of 100 households is exactly the same. However, from the current situation in urban and rural areas, the income of rural households lags behind towns for 8 years, and the number of color TVs owned by 100 households is 11 years behind. By analogy, when the “Twelfth Five-Year Plan†predicts that the doubling of household income will be realized in 2015, it will greatly promote the increase in the purchasing power of the consumer in the market, thus stimulating consumer demand in the color TV market. The demographic dividend increases demand for new purchases. According to AVC, family color TV consumption will enter the era of demographic dividend, and the number of newly-built households in urban and rural areas will surpass 7 million annually in the next five years, directly consuming more than 9 million sets of consumer TVs per year. The replacement needs will be strong in the next five years. Based on the 10-year life of CRT TVs, AVC expects that the cumulative replacement rate of CRT TVs in 2015 will reach 40%, with a cumulative scale of 250 million units and an average annual replacement capacity of 25 million units; by 2020, The historical inventory of CRT TVs has basically been updated.
Second, China's flat panel display industry will be the main driving force for the global market in the next five years. For the current status of the development of flat products in China, mastering the resources of the upstream panel is one of the important links in the development of flat products. In the past two years, with the strong support of government departments, China has gradually been equipped with panel production capacity. The BOE 8.5 generation panel production line vigorously supported by the government will enter mass production in 2011, followed by Samsung, AUO, LGD and other senior generation lines. The product will also be gradually mass produced. According to AVC data, the investment in the upstream of the industrial chain exceeds 300 billion in the future and becomes the world’s leading supplier of flat panel display devices. TFT-LCD panels and modules exceed 100 million units (calculated in 32 inches). Over 5 million PDP panels/modules.
Innovative products and channels are rapidly elevated From the perspective of development of various types of LCD products, LED-backlit LCDs are gradually replacing CCFL-backlit LCDs, making their prices gradually popular and continuing to penetrate quickly to achieve product popularity. In 2015, the market penetration of LED-backlit LCD TVs will exceed 94%. The development of network functions and intelligent application technologies will further promote the differentiated competition of color TV products, and will prompt the change of color TV companies' operating models, injecting new opportunities and challenges into the color TV market.
The Chinese 3D TV market may grow at a high speed. In view of the current imperfections in 3D technologies, such as the lack of 3D film sources and the difficulty of long-term viewing, 3D TVs will realize a differentiated and high-end image in conjunction with LED development strategies in the short term. Enterprises can achieve sales scale and profitability. Sustainability, market penetration of 3D TV in China will reach 37% in 2015.
The development of home appliance retail channels is closely related to the development of the color TV industry. The channel structure has been changed steadily, and reducing the channel cost rate and improving controllability has become the focus of all parties in the game. Innovation in the channel model and balance of channel structure are the key. The nationwide home appliance chain is actively undergoing transformation and promotes refined management. Implementing diversification of store types for different consumer needs; strengthening cooperation with enterprise-customized services and diversifying cooperation methods; involving the upstream and downstream industries and launching their own branded products; and vigorously promoting online shopping malls. While maintaining close cooperation with chain channels, home appliance companies adhere to the construction of their own channels and optimize the development of other channels. Many brands have opened online malls to continuously optimize the third and fourth-level market channels.
E-commerce has developed rapidly and will share 10% of color TV sales in the next 5 years. With the rapid development of Internet technology, the development process of e-commerce has been accelerated. For the home appliance industry, the well-known brands of Jingdong Mall, Xinqian.com, Suning.com, Gome.com, and Taobao.com have already been recognized by consumers for their advantages in price and distribution.
In the face of this cash-directed home appliance channel model, the TV industry with a relatively low profit margin will be relieved of cost pressures, such as entry fees, terminal construction fees, and high channel rebates, and can make profits at lower prices. consumer. AVC (AVC) estimates that the size of color TVs achieved by e-commerce channels in 2010 accounted for 1% of total sales, and it is expected to reach 5% in the next 3 years, and it will account for 10% of sales in the next 5 years.
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