The shuffling inflection point again attacked the TV market. Faced with the strong rise of high-end consumer groups, facing the competition between OLED, QLED, laser display and artificial intelligence, in the face of the close competition among local color TV giants, foreign color TV giants, and Internet companies, the Chinese color TV industry will have to greet in 2017. To an "unprecedented" big reshuffle, the oligopolistic effect will again be staged.
To be sure, this time out, not just a large number of speculative Internet TV brands, including some local color TV giants and foreign TV giants, will encounter the most fierce market reshuffle battle ever. Because, in the seemingly lively Chinese color TV market, it is actually rough and turbulent. In particular, the competition between Chinese and foreign giants is due to the rise of high-end markets, and a large number of intruders’ Internet companies have also sought a new round of transformation after they gradually established themselves. But in the face of a color TV market that has already touched the ceiling, every company hopes to achieve growth. The only means is to eliminate a group of companies.
Since March, mainstream companies and brands in the color TV market, such as Hisense, TCL, Samsung, Sony, Changhong, Xiaomi, and LeTV, have started the top market in the peak season. The protagonists are all locked in new products and new actions. For example, TCL launched Thunderbird, an Internet TV brand, in addition to its powerful sub-screens and curved screens.
Changhong and Xiaomi also exerted artificial intelligence at the same time, and attracted a large number of companies to participate in, thereby turning artificial intelligence into a new standard for television. LeTV will seek a complete transformation of its business strategy and launch a new series of new televisions. The price breaks through 10,000 yuan. It is imminent to make money through hardware. Sony is lighting up the OLED TV market and launching the A1 series with differentiated screen speaker technology.
On the surface, the current focus of this round of color TV companies' competition is on new technologies and products. In fact, it really determines that color TV companies can go further, not the packaging and planning of the technical concept of the product itself, but the promotion and detonation capabilities of the first-line market.
Just like OLED TVs, the core of “powerlessness†over the past few years has been the lack of direct user promotion and detonation. More still stay on the market speculation. This also gives newcomers the opportunity and space to break through.
It can be seen that the first two months since the start of this year, the color TV market suffered an "unprecedented" sales decline. The hot and buoyant corporate product launches could not salvage or cover up the entire TV market with saturated demand and sluggish growth. Although temporary low prices can stimulate consumer demand, they cannot save the color TV companies' continued market competition and business transformation.
It can be said that under the continuous fluctuations in the price of raw material panels, the new round of real estate market adjustments, and the lack of significant growth in consumer demand, it is only the strength and endurance that very colorful electric companies can compete against.
With TCL TV's shipments exceeding 20 million units in 2016, and Hisense shipments exceeding 16 million units, it is foreseeable that the competition threshold for the entire color TV market will face new growth. Some TV companies will have less than 5 million units of annual shipments, which will make it difficult to compete and grow in the market.
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