What are the trends in the recent TV market and how is the market selling?

In the summer of 2016, for TV manufacturers, there is no doubt that there are a number of "good policy" support. The reason why I say this is because 2016 is an undoubted sport year and a feast for sports fans. From the Euro 2016 football match that is in full swing to the Brazilian Rio Summer Games that will open in August, it is worthy of attention. For viewers, in terms of viewing methods, although it is very convenient to watch online videos through mobile phones, tablets, etc., due to CCTV's copyright and other reasons, many exciting competition events can only be watched in CCTV5. Therefore, watching sports events on television is also commonly used by many users.

So, what are the trends in the recent TV market and how is the market selling? Recently, AVC announced the domestic TV market briefing in May 2016. From the big data, we can see some developments in the TV market. For example, whether the online TV sales are high or the offline channels are more popular. Has the hot 4K Ultra High Definition TV become the preferred choice for users? All these problems can be found in the answer. This week's "Home Appliances Big Data" issue 46, we will focus on the big data in the TV market.

â–  TV sales decreased slightly to 3.46 million units in May

We still look at a group of domestic TV market aggregate data. In January 2016, TV sales were 5.87 million units and sales were 18.6 billion yuan. In February, TV sales were 3.14 million units and sales were 8.9 billion yuan. In March, TV sales were 3.43 million units and sales were 10.7 billion yuan. In April, TV sales were 3.74 million units and sales were 11.7 billion yuan. In May, TV sales were 3.46 million units and sales were 10.2 billion yuan.

January-May 2016 TV Sales and Sales

From the TV sales data point of view, this January is the highest point of TV sales, reaching 5.87 million units. During the period from February to May of this year, monthly sales remained at between 3.14 million units and 3.74 million units. Overall, sales volume did not fluctuate greatly. Therefore, this also indicates that the domestic TV market has entered a relatively stable stage since the sales volume at the beginning of the year has increased substantially. And in the past June, domestic TV sales are also about to be announced. It is also worth noting that the rise or fall is also very important.

Secret: Why 60% of users choose physical store purchase

â–  Who is more popular with online shopping VS physical store?

In recent years, the rapid development of e-commerce has changed the way many consumers shop. More and more consumers are accustomed to browsing products on the Internet, easily placing orders with the mouse, and waiting for the receipt of goods at home. Now this approach has become a fashion. So, how many users chose to purchase TVs online in 2016? Let's take a look at this group of big data statistics. According to big data, in January 2016, domestic TV lines sold 1.65 million units, accounting for 28% of the total. In February 2016, online TV sales were 830,000, accounting for 27%. In March 2016, sales of online TV were 1.08 million, accounting for 32% of the total. In April 2016, online TV sales were 1.62 million, accounting for 43%. In May 2016, just short of the past, online TV sales were 1.23 million, accounting for 35% of the total.

Offline store is the main channel for users to buy TV

It is not difficult to see from the data that during the period from January to May, the highest proportion of online TV sales appeared in April, reaching 43%, and the lowest appeared in February, accounting for 27%. If calculated on an average basis, then during the entire period from January to May, the proportion of online users who buy TV is only 33%, only 30%. So, what exactly causes many consumers to prefer to buy TV in physical stores?

â–  Secret: Why 60% of Multi-users Choose Physical Store Purchase

In recent years, the technology and function of television have developed rapidly. Some new technologies, such as HDR high dynamic range imaging technology, which is very popular nowadays, can make the details in bright and dark areas of television pictures perform better. Allow viewers to see the hard-to-see screens of previous TV screens. For such new technology, it is not very good performance in the e-commerce platform. Many consumers still want to be able to visit the store experience. As the saying goes, "seeing is what it is" means this.

Consumers are eager to experience TV's new technologies, such as 4K HDR

Such a function of somatosensory games requires the user to experience it first-hand

In addition, smart TVs have also added many new features, such as the use of mobile phones to control smart TVs, or playing somatosensory games in front of TVs. For these functions, it is difficult for consumers to experience online. Therefore, only by going to the store can we experience and experience these new functions in person, so that we can select a television that is truly suitable for each brand.

What is the market share of 4K and curved screen TVs?

â–  Large-screen TV prices drop 65 inches the most obvious

For TV products, LCD panel prices often account for about 80% of the total cost of the machine. Since entering 2016, the price of LCD panels has gradually declined in the international market. In order to gain more market share, TV makers of various brands have also resorted to the magic of reducing prices. So, in May 2016, which segment TV prices were the most? Next, let's take a look.

Big-screen TV prices continue to fall

According to big data, in May 2016, the domestic TV market, online and offline omnichannel, the price trend of each size segment is as follows. 32-inch TV, the average price was 1107 yuan, a year-on-year decrease of 23.7%. 40-inch TV, the average price was 1858 yuan, down 25.9% year-on-year. 42-inch TV, the average price was 1736 yuan, down 32.8% year-on-year. 43-inch TV, the average price was 2200 yuan, a year-on-year decrease of 16.5%.

Changes in the average price of TVs in all sizes

For large-screen TVs, 48-inch TVs have an average price of 2,689 yuan, a year-on-year decrease of 25.8%. 49-inch TV, the average price of 3005 yuan, a year-on-year drop of 23%. 50-inch TV, the average price was 3010 yuan, a year-on-year decrease of 24.2%. 55-inch TV, the average price of 4186 yuan, down 26.7%. 58-inch TV, the average price of 4765 yuan, down 27.6%. 60-inch TV, the average price of 6581 yuan, a year-on-year decrease of 10.8%. 65-inch TV, the average price of 8,117 yuan, down 38.4% year-on-year. From this set of data, it can be seen that the size segment with the largest reduction in price is 65 inches, which is a price reduction of 38.4% compared to the same period of last year. The price reduction runner-up is a 42-inch TV, and the third runner-up is a 58-inch TV.

â–  What is the market share of 4K ultra high definition and curved screen?

Products such as 4K ultra high definition and curved screens have been widely advertised, both in e-commerce shopping sites and physical stores. So what about the market share of 4K resolution and curved screen TVs? Big data also gives the answer. According to the data, in May 2016, the penetration rate of 4K ultra high-definition TVs sold in all the online and offline channels accounted for 45%. In contrast, the market penetration of curved screen TVs is not optimistic, accounting for only 4%.

Although 4K ultra high definition television is good, but the film source problem is still in urgent need of solution

It can be seen that 4K ultra high-definition television has stimulated the desire of many consumers to purchase under the vigorous promotion of manufacturers. But then again, although some 4K TVs are now affordable, they still have pain points. The lack of 4K video resources has prevented 4K television from fully functioning. Curved screen TVs also face many problems. The most important point is that curved-screen TVs are beneficial for viewing and bring immersive experiences, but the high prices have become a threshold for many consumers.

This week’s home appliance big data, we reviewed some of the trends in the TV market in May 2016. Thank you for your attention and see you again at the same time next week.