July China 3D TV Market Analysis Report

In July 2013, there were a total of 801 commercial products on the Chinese 3D TV market, belonging to 24 different TV manufacturers. In terms of brand awareness, Hisense again surpassed Samsung in the first quarter and won the championship of the brand watch this month. However, the leading edge is not significant, and the market competition between the two tends to be intense. In terms of product structure, large-size 3D TVs continue to receive widespread attention from consumers, and the focus of the price segment is still concentrated within 3001-8,000 yuan.

Report points:

• Brand focus: Hisense replaced Samsung as the brand's watch champion this month.

• Product model structure: Six of the top ten products in the list of interest rates have seen price cuts.

• Backlight structure: LED backlight types still dominate the market.

• Resolution structure: The proportion of attention at 3840*2160 resolution continues to rise.

• Product Size Structure: The average screen size for 3D TVs this month is 47.01 inches.

• Price segment structure: Consumers focus on 3001-8000 yuan.

• Analysis of mainstream manufacturers: The market competition between Samsung and Hisense tends to be intense.

First, the brand attention pattern • Hisense replaced Samsung to become the champion of this month

In July 2013, brand awareness changes in the 3D TV market in China. It is worth noting that this month, Hisense surpassed Samsung and climbed to the top of the brand watch list, paying attention to a ratio of 20.5%. At the same time, Samsung fell to the second place, paying attention to 19.5%, a 0.8% drop compared to June, and Hisense. The difference is only one percentage point; Skyworth kept the third place unchanged, with a ratio of 13.8%, up 0.5% from the previous month.

Different from June, TCL and Konka’s attention both increased by one in this month. The ratio of concern was 11.5% and 8.6% respectively. At the same time, LG ranked down to the sixth place with only 8.2% attention. The rest of the brands’ rankings remain the same.

Second, the product focus on the pattern (a) product concerned models • Samsung and Hisense have three products on the list

In July 2013, on the 3D TV market in China, the top 10 products concerned were in six different brands. Samsung and Hisense both had three products on the list. Samsung UA55F8000 continues to be the most popular consumer this month. Concerned about 3D TV products, the proportion of attention is 5.8%, compared with 0.8% in June, this 55-inch, 1920 * 1080 resolution, LED backlight 3D LCD TV price of 13,999 yuan this month, but also this month's price cuts One of the largest products.

• The average price of the first ten products reached 9069 yuan

It is worth noting that the screen size of the ten products is basically more than 50 inches, with an average price of 9069 yuan. Among them, Samsung UA55F8000 and Samsung UA55ES8000 quoted the highest, up to 13,999 yuan; Hisense LED46K326X3D's relatively low price of 3,800 yuan.

• Six of the top ten products saw price cuts

In addition, six of the top ten products concerned about this month saw price cuts, among which the Samsung UA55F8000 saw the largest reduction in prices, with the price at the end of the month at 13,999 yuan, down 3,000 yuan from the previous month's quote.

(II) Structure of product parameters 1. Backlight structure • Type of LED backlight still dominates the market

Judging from the type of backlight, similar to the overall LCD TV market, in July 2013, the type of LED backlight still dominated the Chinese 3D TV market, with the ratio of attention reaching 99.0%, which is much higher than the 1.0% of CCFL backlight.

2. Resolution Structure • Concern for resolution of 3840*2160 continues to rise

Judging from the resolution of 3D TVs, in July 2013, 1920*1080 was still the mainstream resolution of the market, with a concern ratio of 86.8%. In addition, the proportion of attention at the resolution of 3840*2160 continued to rise this month, rising from 7.3% in the previous month to 9.2% in the month, a chain growth of 26%.

3, screen size structure • The average screen size this month is 47.01 inches
In July 2013, on the Chinese 3D TV market, the 55-inch to 30.8% attention rate continued to be the most watched TV screen size for consumers this month. The second and third places were 42-inch and 46-inch respectively. The proportion of attention was 15.0% and 10.5%, respectively.

According to ZDC data, the average screen size of 3D TVs this month was 47.01 inches, an increase of 0.42 inches from June, and also higher than the 40.59 inches of the overall LCD TVs this month.

(III) Structure of price segment 1. Quantity distribution of products • The average market price of 3D TVs was 8289 yuan this month.

From the distribution of product quantities in different price segments, we can see that, different from the declining trend of the overall market, 3D TVs are mainly concentrated in the two price segments of 3001-5000 yuan and 5001-8000 yuan, and their number of products exceeds 200 models. There were 287 models and 220 models, respectively, while the number of products in the remaining price segments was relatively small, all under 100 models.

According to ZDC data, the number of products sold in China's 3D TV market this month was 801, 73 more than the previous month. The average market price reached 8,289 yuan, up 154 ​​yuan from the previous month and up 1.9% from the previous month.

2. Focus on the distribution of proportions • The focus of consumers' attention is also concentrated on 3001-8000 yuan.

In July 2013, on the 3D TV market in China, the price segment of 3001-8000 yuan has attracted nearly 60% of consumers' attention and is the mainstream price segment of the market. Among them, this month's 3001-5000 yuan with 29.2% of the attention rate continues to be the most concerned about the consumer price segment, 5001-8000 yuan price segment followed closely, concerned about the ratio of 26.1%. In addition, this month's price segment with a ratio of more than 10.0% has 800-1,000 yuan and 10001-15,000 yuan price segments, which are 15.0% and 14.4% respectively.

Third, the comparison of mainstream manufacturers (A) pay attention to the trend of comparison • Samsung and Hisense's market competition tends to become more intense

From January to July 2013, Samsung and Hisense’s attention ratio chart shows that in the first quarter, Hisense has always maintained a certain advantage before Samsung; from the second quarter, Samsung quickly overtakes Hisense, although the advantage is not obvious. , But always leading Hisense; and in July, Hisense once again leading Samsung, from the trend of the two points of view, its attention gap is smaller, the market competition in the 3D field is very fierce, tends to white-hot.

(II) Comparison of the average price of products • The average market price of Hisense is less than half that of Samsung

Comparing the average price of the products of the two 3D TVs, it can be found that the average selling price of Hisense products is 6,568 yuan, which is much lower than Samsung's 14,197 yuan.

(III) Comparison of single item attention rate • Samsung’s single item attention rate is relatively high

Contrasting the single product attention rate between the two, we can see that Samsung's single product attention rate is relatively high this month, Samsung is 0.42%, and Hisense is 0.14%.

ZDC concluded: Recently, smart TVs have been heatedly buzzed up. Throughout the LCD TV market, the attention of 3D TVs is still higher than that of smart TVs. Although Hisense’s attention temporarily exceeds that of Samsung, it focuses on single products. In terms of rate, there is still a certain gap between the two. In order to surpass Samsung in the realm of 3D, Hisense still has a long way to go.