A new round of competition in color TV is about to strike. In the overseas dispute between traditional TV and Internet TV, traditional TV is still in a dominant position, and domestic TV has its own advantages when going overseas. Judging from the advantages of all parties, the strength of Internet TVs cannot be underestimated. The trend of the global market is always a change. In addition to fighting for large screens and AI, what should Hisense and TCL pay attention to? The 2018 International Consumer Electronics Show (CES) opened recently in Las Vegas, USA. Exhibitors include many famous domestic and foreign TV brands Hisense, TCL, LG, Samsung, etc., various black technology products are in the show. Competing. For the competition of domestic smartphones, I believe that everyone is already commonplace. In contrast, the competition in the TV industry seems to be low-key and soft, but it is not. Like domestic smartphones, domestic TVs are also facing the situation of weak growth in the domestic market. In order to find increments, domestic TV brands also have a determination to expand overseas. Recently, the expansion of domestic smartphones has intensified overseas. Based on factors such as high market penetration in China, smartphones have become saturated in the domestic market, changing from an incremental market to a stock market. Coincidentally, domestic TV also faces the reality of weak growth. In 2016, the development of China's television industry experienced two major challenges in a row. First, the price war started in the first half of the year, and the price of panel prices rose in the second half of the year. Under the impact of two rounds of challenges, domestic manufacturers have difficulty moving forward. The survey shows that in the first half of 2017, China's color TV shipments were 22.51 million units, a year-on-year decrease of 10.8%, and the color TV market growth was slow. In addition, in the third quarter of 2017, the retail scale of the domestic color TV market was 10.41 million units, a year-on-year decrease of 12.9%. In the difficult situation of domestic color TV sets, many domestic TV brands have already embarked on the road to the sea, and the competition situation has become increasingly fierce, and to keep up with the pace of the market, we must follow the trend of industry hotspots. In 2017, the hotspots of the color TV industry focused on intelligence, lasers, and voice. By 2018, without major technological breakthroughs in the industry, the global hotspots in the color TV industry are expected to focus on large screens, vision, and AI. aspect. Let me talk about the big screen and visual enjoyment. With the increasing demands of users on vision, large-screen TVs seem to be an irreversible trend. To this end, various manufacturers have launched large-screen TVs, and even TVs that can adjust the size of TVs have appeared. It is expected that this year, TV sets with a price of more than 10,000 yuan will account for more than 80% of screen sizes of 65 inches and above. Let's talk about AI. AI products experienced explosive growth last year, of which the growth rate of AI TV in the domestic market reached 80%. With the advancement of AI technology, the functions of far-reaching voice and voiceprint recognition of AI TV have been greatly released. In this regard, AI TV will inevitably continue to "occupy" hot spots in the color TV industry, and will become a "resident guest" in the color TV industry. It is foreseeable that in addition to paying attention to the new year's hot spots in the color TV industry, domestic TVs have many places to consider when going overseas, such as foreign consumers' brand recognition, consumer psychological appeal and brand after-sales issues. Different regions overseas also have to adopt different strategies and try to adapt to the many problems that may be caused by "satisfied soil". Once upon a time, the rise of domestic Internet TV has given many traditional TV manufacturers a head-on blow, thereby increasing the fierce competition in the domestic color TV market. However, in overseas markets, Internet TVs have performed mediocrely. Instead, traditional TV manufacturers have made great strides in overseas markets by virtue of their first entry channels and user resource advantages. For example, the market share of TCL color TVs in North America is second only to Samsung and Vizio, a US domestic brand; statistics from Zhongyi Kang also show that as of October 2017, Hisense TV ’s market share in the South African market reached 22.4% , Sales in Australia reached 19.6%; another Skyworth TV from April to November 2017, overseas sales reached 6.302 million units, a year-on-year increase of 15%. It can be seen that the traditional TV manufacturers have made remarkable achievements in going overseas, and they have overwhelmed the young Internet TV manufacturers. However, although these traditional TV brands have gained a strong influence in the international market by taking advantage of their early going to sea, is Internet TV really "weak"? The answer is clearly no. Judging from the advantages of all parties, Internet TVs cannot be underestimated. Compared with traditional TV brands, Internet TV has high cost performance and content advantages, and is also popular among consumers in domestic online channels. For example, Xiaomi, who entered the TV industry in 2013, has repeatedly won the online sales championship in 2017. According to data from Aoweiyun.com, from September to October 2017, Xiaomi TV won the No. 1 position on Tmall and JD.com consecutively. To expand the market, Xiaomi TV will enter overseas markets this year. With Xiaomi mobile phones and Xiaomi set-top boxes that already have a certain influence in the global market, they have undoubtedly accumulated certain user-based advantages for their overseas layout. For Xiaomi TV, there may still be many difficulties to overcome when entering the overseas market for the first time, but it cannot be ruled out that after the accumulation of experience and the outbreak of advantages, Xiaomi will become a strong competitor of overseas traditional TV manufacturers. In the long run, Internet TV can better capture consumers' personalized consumption psychology, which is also an important direction for the future development of the TV industry. In addition, in order to seek differentiated competition, Internet TV seeks to find a niche game to avoid a positive conflict with other TVs. Such as the storm that also appeared at the CES exhibition, bringing its own AI screenless TV to bring viewers a large screen viewing experience. After LeTV gradually gave way, Storm's sales in the first three quarters of last year rose by 30% year-on-year. It can be seen that with the breakthrough of technology and differentiated thinking, the strength of Internet TV represented by Storm is also worthy of the vigilance of traditional TV manufacturers. In general, although the current domestic Internet TV is still in the cold winter period, when the user's appeal is greatly released, Internet TV may be able to achieve a counterattack and break through, becoming a more mature consumer category in the color TV market Favored home appliances. Therefore, for domestic traditional TV manufacturers, even if they have achieved staged victories, the exploration of color TVs is still on the way, and the time to prove their true strength is far from being reached. In addition to paying attention to market hotspots, it is also necessary to be alert to Internet TV, which currently has a mediocre performance but also has hidden power. Japanese color TV once occupied the domestic color TV market for a long time, I believe many people are familiar with it. Later, due to the lack of multiple pressures from innovation and other factors, Japanese color TVs such as Sony and Sharp gradually faded out of the domestic color TV market. Objectively speaking, it is the decline of Japanese color TVs in the domestic market that has enabled domestic TV brands such as Skyworth and TCL to break through and grow into the head players of traditional domestic TV brands. It was also at the time when Japanese color TVs were declining. Domestic traditional TV brands took the opportunity to collectively go to sea to fill the industry gap left by Japanese color TVs. Some domestic traditional TV brands have gradually grown into the global color TV industry leaders. However, the good times are not long, and Japanese color TVs have recently "revised rivers and lakes", appearing again in front of the public. Since 2017, Japanese color TV brands have been on the rise. According to official Sony data, in the first half of 2017, Sony's cumulative operating profit reached 361.8 billion yuan. In addition, in the high-end color TV market, Sony's OLED smart TVs have been highly recognized in the global market. Public reports show that in the second quarter of 2017, Sony TV sales were 3.2 million units, a year-on-year increase of 100,000 units. In addition, Sharp, which was acquired by Foxconn in 2016, has recently recovered strongly. According to data released by the China Electronics Chamber of Commerce, Sharp's global sales in 2017 are expected to be 14 million units, and its net profit is expected to reach 69 billion yen in fiscal 2017. Therefore, although domestic TV brands have previously acquired some Japanese TV brands as part of their overseas strategic layout, the strong rise of Japanese color TVs has also forced domestic TV brand manufacturers to pay attention. First of all, for some of the traditional TV brands that have gone overseas, although they have gained a place in overseas markets, with the rise of Japanese color TVs again, the strong rivals in the future TV industry competition are probably indispensable for Japanese brands. First, the Japanese brands represented by Sony have a large influence in the global market and have a decisive weight in the minds of consumers. Second, foreign countries also have many strong TV brands, and the competitive landscape may be further increased. The smoke will be stronger. Secondly, the TV price war may start again. This statement is not groundless. In the fourth quarter of last year, the price of upstream LCD panels fell, and many brands began to actively reduce prices in order to regain the market. With the strong return of some Japanese brands and the increasingly fierce competition in the global market, perhaps in order to snatch a larger market, many brands will launch low-cost offensives. Domestic traditional TV manufacturers need to beware of price wars in the process of going overseas Threats. In general, although the current trend of Japanese brands' return is not so strong, it is inevitable that the rise of these Japanese brands will bring more or less impact to these domestic traditional TV manufacturers. Therefore, whether it is for the purpose of widening the gap in the short term or for a long time, the recovery of Japanese manufacturers should be paid attention to. On the whole, it is imperative that domestic TV brands go overseas. Opportunities and challenges coexist. It is not easy to fully open the market. However, the domestic TV manufacturers have their own advantages, as well as favorable policy support. First of all, from the perspective of the supply chain, China has a flat-panel display industry chain, which is the most competitive in the international market. This advantage is enough to prove that domestic TV brands have a strong technical foundation and can show their strength when they are ready; secondly, with the support of the "Belt and Road" policy, domestic TV will have more opportunities to go overseas, such as smartphones. Southeast Asian market and African market. All in all, it is said that there is a period of propaganda focus, and the TV industry is no exception, but the market trend always follows the pace of consumers. The reason for ordinary users to buy a TV can be very simple, as simple as the screen size needs to meet the requirements; but it can also be very complex, so complex that it can not meet the personalized requirements of TVs on the market. However, for many consumers, more demand is not imagined by themselves, but after the developer develops the product, and then stimulates consumer demand, so that consumers can have the fun of attention. Just like the new year's CES, in addition to bringing shocking black technology products, its blackout is also full of freshness. Regarding what needs to be done to deepen the international market, it is presumed that many TV manufacturers have already thought about countermeasures to cope with various tests and pressures. In addition, with the further advancement of science and technology, the speed of TV product updating and iteration is also obvious to all. This also shows that these TV manufacturers have never lacked innovative thinking, nor the courage to conquer the market, but also the core thinking and specific layout of how to conquer consumers. Whether it is exploring in the field of artificial intelligence, or the determination to enter overseas, TV manufacturers have the courage to take the lead, presumably the future TV will be more dynamic. Never see, many TV brands once experienced many glorious moments, and then left the market in a low-key disguise; never see, many traditional TV manufacturers that once experienced a glorious period but are still "surviving" are now facing Internet TV with their opponents. In the end, no matter who is the most powerful now, it seems that the most powerful is always the next one.
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February 17, 2023