For the domestic market, Yuanchun, May 1st and 11th Golden Week TV sales accounted for 17%~24% of the annual sales. The sales volume of May 1st Golden Week has a role in the flat-panel TV market in the second half of the year. Although the statutory holiday is only three days, the promotion strategy of the early start of the night has created an "extra long golden week" for the flat-panel TV market this year.
Affected by factors such as the peak of wedding home decoration, the same period of the World Expo, and the holding of the World Cup, the color TV market appeared in the second round of consumption climax after the Spring Festival in May 1st Golden Week. The sales volume also exceeded the same period last year, a record high, only the Gome one 51 During the period, color TV sales increased by 100% compared with the same period last year. From the perspective of the flat-panel TV market during the May 1st this year, the overall trend of the domestic flat-panel TV market in the future reflects the following characteristics:
First, the LED TV market broke out
All major flat-panel TV manufacturers in the May 1st Golden Week sang the LED theme. Group-purchased products and promotional models promoted by various color TV companies are concentrated in LED backlight TVs (hereinafter referred to as LED TVs). During the May 1st period, the 32-inch LED fell below 3,500 yuan, and the 52-inch LED fell below 15,000 yuan. The price of LED TVs has been lowered, which has further boosted the sales of LED TVs and even the entire flat-panel TV industry.
According to statistics, during the May 1st period, LED TV sales soared, LED backlight TV sales reached 30% to 40%, while the sales of LCD TVs with traditional CCFL cold light sources dropped to about 50%. The trend of LEDs replacing LCDs has already begun to take shape. Dazhong Electric's data shows that this year's May 1 LED TV sales point accounted for about 50%.
For LED TVs, it has finally ushered in an industrial outbreak. After nearly two years of development, LED TV has already gained a high degree of recognition among consumers. LED backlight technology has been favored by consumers due to its high contrast and superior color performance, as well as its ultra-thin and energy-saving advantages. Falling green.
On the other hand, with the maturity of LED backlight technology and the improvement of supporting industries, the upstream panel is gradually improved. In recent years, the number of small and medium-sized models has increased, which can meet the needs of consumers at different levels.
Compared with the new concepts such as the Internet and 3D, LED backlight technology is more mature, and it has been recognized by major flat-panel TV manufacturers as the main force of this year's May 1 promotion. Relevant data shows that the average price of LED TVs during the May Day period has dropped by about 10 percentage points during the Spring Festival period. Among them, the medium and small size models below 37 inches have the largest decline, which has driven down the price of the entire flat-panel TV market.
Looking at the domestic flat-panel TV market, LED backlights have been favored by the domestic consumer market with many advantages, as well as high market recognition and technology maturity. Therefore, LED backlights will gradually become the mainstream "standard" in the future, and further squeeze out. In the traditional LCD TV market space, the popularity of LED TVs by various color TV manufacturers will further increase.
Second, large size full HD hot sale
In addition to the LED TV outbreak, another feature of the May 1 flat-panel TV sales market this year is that large-size flat-panel TVs continue to be hot. The data shows that during the May 1st period, sales of 42-inch and 47-inch large-size flat-panel color TVs in the Gome store accounted for about 80% of the sales of color TVs, and sales exceeded 300 million yuan, 1.3 times that of the same period last year.
According to the statistics of domestic home appliance shopping websites, the sales volume of large-size flat-panel TVs with a size of 42 inches or more during the May 1st period has increased significantly, and the growth momentum is strong.
According to industry insiders, in 2009, large-size flat-panel TVs of 42 inches and above accounted for less than 40% of the total sales of flat-panel TVs. During the May 1st this year, the proportion of large-size flat-panel sales of 42 inches and above has increased significantly to nearly 60%. Among them, 46, 52-inch LCD TVs grew the most rapidly, both of which achieved a 2-3 times year-on-year increase.
The popularity of large-size flat-panel TVs is mainly due to the impact of price cuts. With the maturity of the production process, the price of large-size panels is lower, driving down the price of the whole machine. It is understood that during the May 1st period, the price of some 46-inch flat-panel TVs has fallen below the 5,000 mark, and some 52-inch models have fallen below 7,000 yuan, breaking the psychological price of consumers.
The price cut has further narrowed the price difference between some large-size models and small and medium-sized models, so that large-size products meet the "cost-effective" purchase standard of most consumers. In addition, driven by the pressure of domestic brand price cuts, foreign brands have also loosened their prices. During the May 1st period, the price of some foreign-branded 46-inch models has also dropped to 6,000 yuan.
The large-size flat-panel sales have further accelerated the popularity of HD. It is understood that the full HD penetration rate of the full-screen TV market has exceeded 50%, and the full-HD models of 40-inch and above have accounted for more than 90%. Therefore, with the price gradually reduced, large-size models above 40 inches will gradually become the mainstream of the flat-panel TV market. According to industry insiders, the large-size models above 42 inches at the end of the year will account for more than 70% of the overall sales of flat-panel TVs. At the same time, the penetration rate of full HD will also increase further.
Third, Internet TV is coming
Another hot spot for the flat-panel TV industry this year is Internet TV. The new product release at the beginning of the year reflected this obvious trend, including Konka, TCL, Hisense, Changhong, Tongfang and other brands have launched a new flat-panel TV with Internet capabilities, Konka said that it will gradually discontinue non-network non-LED products. During the May Day period, Internet TV also achieved good market performance.
According to statistics, in the flat-panel TV hot-selling products during the May 1st period, Internet TV accounted for the majority of the market share of the entire sales. Domestic brands such as Konka and Hisense Internet TV ranked first in sales.
The hot selling situation of Internet TV is not unexpected. Internet TV has already explored the market a few years ago, and some brands have related products listed, but the popularity process has been repeatedly blocked due to the lack of corresponding Internet video playback licenses. At the beginning of the year, the state accelerated the integration process of the three networks. The two documents issued by the State Administration of Radio, Film and Television, "Internet TV Content Service Management Regulations" and "Internet TV Integration Business Management Regulations" show that the SARFT will adopt "integrated services + content services" for Internet TV. "The management model, issued two types of licenses.
At present, the State Administration of Radio, Film and Television has issued the first batch of Internet TV licenses to three companies including China Network Television (CNTV), Shanghai Wenguang News Media Group and Hangzhou Huashang Media Network Co., Ltd. And flat-panel TV companies have also indirectly obtained legal network video management rights through the cooperation model, thus opening up the joints of Internet TV.
For consumers, years of accumulation have earned a high degree of recognition for Internet TV. Internet TV can not only chat, receive food, watch videos, but also obtain a large amount of information in a convenient way, and become "watching TV" as an application platform that integrates rich Internet resources. Bai Weimin, secretary general of the China Video Association, said: "The transplantation of open platform into color TV is a revolutionary trend of IPTV. From the development track of giants such as Apple, Google and Inter, platform competition will become a competitive basis."
In fact, Internet TV has shown a momentum that cannot be underestimated at the beginning of 2010. According to Ovi data, last year, the Chinese market sold a total of 991,000 online TVs with sales of 7.11 billion yuan, accounting for 4% and 6% of the overall flat-panel TV market respectively. In the first quarter of this year, the proportion of online TV (iTV) retail sales was 9.5%, and retail sales accounted for 15.6%. The dominant position of domestic brands was significant.
Industry insiders expect that with the acceleration of the triple play process, more than 20% of flat-panel TVs will have network functions during the year, with a sales volume of 7.77 million units, an increase of over 685%, and a retail sales volume of 1.47 million in the second quarter. station. The scale of the domestic color TV market will increase from the current 40 million units to 80 million units, of which Internet TV will become the mainstream product of color TV sets.
With the increasing function of Internet TV and the sharp drop in price, it will have a considerable impact on ordinary flat-panel TVs. Domestic brands will lead the 2010 Internet flat-panel TV market with the priority layout and policy support of IPTV.
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