TV, whether it is in technology update or brand iteration, has always been the most prominent category in the home appliance circle. In large-scale home appliances, compared to refrigerators, washing machines, and air conditioners, these household appliances have relatively faster replacement cycles. The pursuit of new television technology is also higher than that of other large-scale home appliances. Since the adoption of full-HDTV, LED TVs, 3D TVs, ultra high-definition TVs, curved TVs, Quantum-dot TVs, and OLED TVs have emerged. The endless variety of TV categories and the overall price drop in the Chinese TV market over the past two years have made the overall performance of the Chinese TV market better than the global market. However, from the perspective of the entire industry, how did it perform in 2015? How are the brands performing in the Chinese market? What TV brands do Chinese consumers pay more attention to? Which television items are more concerned about?
The status of the industry in 2015
Poor performance in the global market
In the overall TV market performance, in 2015, the global television market and the Chinese market showed the opposite situation. Affected by the global economy as a whole, in the first half of this year, global TV shipments totaled 101 million units. Shipments from mainland China accounted for 28% of global shipments. China has become a global TV consumer center, and TV market in the first half of 2015. Retail sales reached approximately 22.11 million units, an increase of 5.6% year-on-year; retail sales reached 74.4 billion yuan, a year-on-year increase of 6.9%.
According to analysis, the reason why the Chinese market has such contrarian growth is that, on the one hand, China has a large consumer market. After the consumer demand in the first- and second-tier cities is gradually saturated, the desire to pull in the third- and fourth-tier cities will increase. One of the important factors of sales volume; Second, whether it is “6.18†or “11.11â€, the traditional holiday promotion node plus the promotion activities of the e-commerce shopping festival will be used for the whole year's consumption period, and it will continue to stimulate the spending power of the entire market; On the other hand, due to the decline in the price of upstream panels and the low-price competition strategy of TV manufacturers, they have objectively further reduced the cost of TV purchases, triggering some consumers’ desire to upgrade television products.
In the market segments, smart TVs are the earliest in terms of popularity among major product types, and their penetration rate is far higher than that of other category TV products. According to the Display Search survey data, in the first half of 2015, 41% of global TV sales were smart TV products, and this percentage was more pronounced in the Chinese market. The data shows that due to the rapid adoption of smart TVs by Chinese brands, Of the TV sales in the Chinese market, 82% are smart TVs. This shows that in the Chinese market, the penetration rate of smart TVs has been ahead of the international market.
In terms of 4K ultra high-definition television, according to IT impact on China's user data, the penetration rate of 4K ultra-high definition television in the first half of 2015 reached 24%, a year-on-year increase of 13%. With upstream panel makers pushing large-size 4K panels, the penetration rate of 55-inch 4K ultra-high-definition TVs currently reaches 53%, and the 65-inch UHD TV penetration rate reaches 70%.
In addition, in terms of other categories of TVs, the surface TV penetration rate reached 1.5% in the first half of 2015, and the penetration rate of ultra-thin TVs reached 0.3%, of which curved TVs shipped approximately 300,000 units in the first half of 2015.
Industry trends
In general, the sales growth of the TV market in the second half of 2015 will continue to slow down. On the one hand, due to the economic slowdown in the macro environment, the willingness of the people to consume will gradually become conservative; on the other hand, after the subsidy policy, TV manufacturers With intensive new listings and price cuts, consumer demand in first-tier cities has become saturated, releasing some consumer demand in advance. According to the forecast of IT impact on China’s user data, the market size of color TVs in the second half of 2015 will reach 29.93 million units, down 3.2% year-on-year; the 2015 color TV market will reach 45.03 million units, a slight increase of 0.9% year-on-year. Therefore, we judge that in the future, the television industry will begin to enter a stable period. Whether it is stunning technology or inconspicuously low prices, it is no longer new to the TV market. In the past, a single product was used." The example of the blockbuster" will be difficult to reproduce again in the short term.
Big screen TV prices are low
In terms of large-screen TVs, according to IT statistics affecting China's user data, in 2015, due to the large size of TV panels in the upstream panel factory, the size of large-size panel shipments grew by 5% in 2015 to reach 159 million square meters. The growth rate of TV panel shipments was only about 7%, which was a drop from previous years. With the upstream manufacturers shifting their major capacity to 48-inch and 55-inch panels, the shipments of these large-sized panels will increase due to the need for digestive capacity, but prices may drop again. The 49-55-inch panel in 2015 is expected to increase by 27% throughout the year, and the 58-65-inch panel is expected to increase by 26%. In contrast, the annual growth rate for small panels below 40 inches is expected to be only 2%. It is expected that in the future, there may be a possibility that the price of large-screen TVs will further decrease.
4K TV popularity accelerated
In the emerging 4K ultra-high-definition TV, with the rapid spread after the listing, only the second quarter of 4K TV shipments increased by 197% over the same period last year, reaching 6.2 million units. According to previous estimates, as South Korea's two major panel makers increase 4K panel promotion efforts, the global 4K ultra-high-definition TV panel market will increase to 40 million in 2015, accounting for 15% of the global panel market, which will further stimulate 4K. The proportion of TV sales in the whole year of 2015. According to forecasts, the penetration rate of ultra-high-definition panels will reach 16%, which is an increase of 8 percentage points over the same period of last year. More than half of the 16% ultra-high-definition panels will be put into the Chinese market.
Smart TV universal popularity is no suspense
As mentioned above, in the first half of 2015, 41% of global TV sales were smart TVs, and 82 were sales of smart TVs in China. Therefore, it can be expected that the overall popularity of smart TVs will become an irresistible trend in the future. A large consumer electronics and powerhouse will bear the brunt.
According to the IT impact on China’s user data, it is expected that TV viewers’ usage of the TV viewing function will be 1.5 hours in 2015, accounting for 30% of the TV viewers' usage. The duration of the smart function will be 3.5 hours, which will increase to 70%. Currently, 52% TV users are willing to pay a certain fee for TV content.
However, on the other hand, it is also necessary to note that the current smart TVs fall into two major categories. One is a Chinese brand TV with a deep customization of the Android system, and the other is a foreign brand that insists on the development of a closed proprietary system. More familiar such as Tizen system, or WebOS system. Taken together, the two systems have their own advantages and disadvantages. The advantage of adopting the open source Android system is that because there are already a lot of mobile phone Android system development experience and software reserve resources, the development cost of the Android version of the TV is relatively low, and the software is suitable. With higher compatibility and richer software resources, based on a more mature system interface, the development of new TV functions and interaction with Android phones are also more convenient; but the drawbacks are also obvious. An over-open system leads to the same function of most TVs. Severely qualitative, it may also be infested by Android viruses in the future. The use of closed development systems has the advantage of higher security, greater compatibility with the same brand of products, and the possibility of more convenient and direct operations; but conversely, due to the use of closed systems, the amount of accumulated software resources is relatively small. , And in the early stages of development, the richness of the functionality was not comparable to the mature Android system.
With respect to smart TVs, the future trend must be "Experience richer + more simple operation." At present, after the smart TV is listed on the market, it has indeed brought consumers past unimaginable functions and entertainment experiences. Whether watching online video on TV or installing games has long been a “routineâ€, but at the same time, smart TVs also allow consumers to A lot of “learning costs†have been added. A variety of desktops, folders, and operating methods are dazzling for many consumers. The emerging operating methods such as voice and somatosensory also have certain demands on the environment, and there are many actual experiences. There are few places that are not convenient enough. The real “smart†should be to allow consumers to experience richer functional enjoyment with simpler operation methods. Therefore, we have seen more and more functions on smart TVs today. Next, how to further product operations? Simplification and fooling will become an important direction for all smart TV systems.
Surfaces and OLED TVs to be market tested
Curved TVs and OLED TVs are all emerging TV categories in recent years, and they are still far from the level of smart TVs in terms of penetration rate. Compared to the most common flat-panel LCD TVs on the market, whether they are curved or OLED TVs Or the actual selling price must be higher, so the follow-up enthusiasm of mainstream TV manufacturers at home and abroad has not been fully released, and some manufacturers still maintain a wait-and-see attitude, which also led to the other side of the surface TV and OLED TV prices can not be fast Decline, so as to achieve the degree of popularity in the market.
Major brand analysis
According to the data of the second quarter of 2015, the world’s top-selling television brands accounted for 60% of global television revenue in the quarter from the top five brands, of which nearly 29% came from Samsung Electronics, followed by LG Electronics, and later included Sony. And two Chinese TV brands Hisense and TCL. Among the top five best-selling brands, we are delighted to see that both Chinese brands have entered the list, indicating that the brand and quality of China's television are being recognized by the international market.
In the domestic market, the Chinese brand's market advantage is even more pronounced. According to Baidu’s hottest TV brand rankings, among the top five TV brands in the Chinese market, except for Samsung and Sharp, the remaining three Hisense, Skyworth and TCL are domestic brands. This shows that domestically produced TVs have strong competitiveness in the Chinese market.
Looking at first-tier TV brands, foreign brands mainly include Samsung, LG, Sony, and Sharp, while Chinese brands mainly include old Chinese TV brands such as Hisense, Skyworth, TCL, Changhong, and Konka. Among them, Internet companies including LeTV and Xiaomi have achieved good results with their products' high cost performance since entering the TV market, and even played a role in further reducing the price range of TV in the Chinese market. It also drove the new trend of Internet marketing by traditional TV manufacturers.
In the major brand camps, foreign brands are generally known for their hardware expertise and focus on developing hardware advantages including “screens†and “optimization techniquesâ€. Chinese brands, especially emerging Internet brands, rely mainly on domestic video platforms. Content accumulation, efforts to create user experience and content viewing needs. According to our analysis, in terms of hardware technology, although China has been expanding its R&D and production capabilities for upstream panels, the world’s leading panel technology is still mainly in the hands of foreign brands, and each year Chinese TV manufacturers have to go abroad. A large number of panels are purchased for manufacturing, which is also an important factor in the long-term “restraining†of Chinese brands on hardware; in terms of content, compared with foreign brands, Chinese brands have foreign brands in addition to regional differences caused by culture and language. The common google, youtube and other applications cannot be used due to the reasons of China's control policy. Therefore, they can only choose to cooperate with the content platform providers in the same manner as Chinese brands. Although they follow the content resources of Chinese brands, they also Loss of some of its own features and experience. In the case of further tightening of television box control, TV's own video resources are even more important.
Hardware Technology
panel:
In terms of TV hardware, panel technology is particularly important, but at the same time it is also a “sore spot†for many Chinese TV manufacturers, whether it is the highly-respected “Sharp screen†or the “Samsung screen†and “LG screenâ€, the main panel technology. Long-term control in the hands of foreign brands, especially in the current market demand for 4K panels increased significantly, while the OLED panel is also stepping up efforts to promote in 2015, at the same time, more and more Chinese TV brands will be "Samsung screen" or "LG screen "As a standard part of its products, this has increased the "dependency" of Chinese TV companies on upstream panel makers."
Of course, in addition to the above-mentioned several of us familiar with the above, including Taiwan's Innolux, AU Optronics, as well as mainland China's China Opto-electronics and BOE and other upstream panel makers are also supplying a large number of panel resources for global TV manufacturers.
In the TV panel type, the VA panel represented by "Samsung screen" and the IPS panel represented by "LG screen" are common. The VA panel is commonly known as a soft screen, and the IPS panel is often referred to as a hard screen.
Backlight:
software
TV system:
TV hardware is often directly related to the fluency of the picture quality effect and operation, but it does not have the support of supporting software and can not bring users a good experience. This is especially true in the era of smart TV. The system is the most important software for smart TVs. Regardless of the names that manufacturers give to their own systems in domestically produced TVs, they are all based on open source Android systems. However, Android was first established for mobile phones and tablets. Due to the development, it is inevitable that there will be inconveniences in the use of televisions without a mouse or a touch screen. Therefore, various domestic TV manufacturers have deeply customized the system to make it more suitable for television operation methods and user habits.
In addition to the Android system, some foreign brands chose to develop their own systems, such as Samsung's Tizen system and LG's WebOS system. Since R&D began with tailor-made for their TV products, they avoided the problem of “imperativeâ€. There is also better compatibility between products and systems, and even between their own television products and their other products.
Smart features:
In the functional experience, online video, video games, voice control, gesture control and other functions are all currently available functions of domestic and international branded smart TVs. However, TV manufacturers choose to cooperate with content providers, so there are differences in the built-in online video resources. For example, CNTV, GITV, BesTV, Wah TV, and Mango TV are all common online video platforms in the market. , as well as LeTV using its own video platform.
Brand market share
Product shipments
On the other hand, it is forecasted that global LCD TV sales this year will reach 235 million units and will continue to grow in the next two years. Among them, the proportion of smart TVs will reach 41%, and reach 43% and 45% respectively in the next two years; the proportion of 4K TVs will reach 13%, more than twice the number in 2014, and will continue to expand to 21.1% in the next two years. 28.9%. From the TV's size, the 40-44 inch and 45-49 inch TVs are flat or slightly up over the next few years, and TVs with 55 inch and above are more obvious.
But at the same time, TV as a large home appliance is different from FMCG, and the cycle of replacement is still relatively long. Therefore, after the domestic market experienced the brand war and price war in the first half of the year, some consumers’ product replacement needs were released ahead of schedule. The first-tier and second-tier markets are becoming more saturated, and it is expected that it will be in a relatively quiet period at the end of the year.
In terms of shipping channels, sales of color TVs on the e-commerce platform have increased significantly in the first half of 2015 due to the popularity of online shopping for home appliances by callers and relative price advantages in recent years. According to IT users’ data in China, sales of color TVs in the first half of the year were also higher than the same period last year. This is an increase of 77%, compared with the decline in TV sales of other traditional channels. TV sales of home appliance stores fell 2% year-on-year, department stores dropped 11% year-on-year, chain stores fell 10%, and supermarkets fell 9%. From the data point of view, online shopping TV has become an irresistible trend, with the first generation of contact with online shopping, after 80 consumer groups gradually entered the peak of marriage, childbirth, and some 90 groups are beginning to enter the stage of marriage, online shopping The momentum of color TVs will also grow stronger. However, at the same time, we also saw home appliance stores as traditional channels of purchase. Although there is still a 2% decline, the overall momentum is the least affected among all traditional sales channels. According to the analysis, the main reason is that TV is used as a major factor. Consumer electronics products, consumers still maintain a cautious attitude at the time of purchase, more consumers tend to go through the physical experience of the store after the comparison and then choose to buy, and home appliance stores can provide consumers with on-site product experience, Contrast and even the network environment are currently not available on the “online shopping platformâ€, which forms a “experience-based consumption advantage†unique to home appliance stores.
Therefore, in the coming period of time, although the proportion of online shopping TV will also increase, but the physical appliance stores still have irreplaceable value, the "electronic business platform" should give consumers more of the product experience as close as possible to the real effect; and home appliances Stores should consider how to improve the experience of the product while at the same time, the physical users of the store directly into the physical store or its own e-commerce platform orders users.
User attention analysis
Top brand rankings
In terms of user awareness of each brand, according to Baidu's popular TV (parameter picture article) brand rankings, Samsung, Hisense, Skyworth, TCL, and Sharp are ranked in the top five, of which only Samsung and Sharp are foreign brands, domestic TV brands It takes up three seats. According to the ranking of the top 20 popular TV brands, Samsung is the one with the highest degree of concern. This has been related to the development of ultra high-definition TVs, and in 2015 it was mainly related to the product strategy of ultra-high-definition televisions. Ultra HDTV is a type of TV that has received much attention from consumers in 2015. Since the launch of Ultra High Definition technology, Samsung TV has been distributing ultra HDTV products in new varieties, and has formed a good sense of consumers through long-term accumulation. Degree; while curved TV is a relatively new television category, forming a high-end image positioning in the minds of consumers, and Samsung continued to promote surface TV in 2015, but also played a very good role in raising awareness of its own brand.
On the other hand, Hisense, Skyworth, and TCL as the first-line brands of domestically produced TVs have always had a good reputation in the domestic market. After the speedy upgrading of TV technology in recent years, Hisense, Skyworth, and TCL are also actively promoting new products. With the addition of new technologies, products such as Hisense's ULED TV, Skyworth's OLED TV, TCL's Quantum TV, and other products have made consumers feel the new technology content and are therefore receiving much attention in domestic TV brands.
However, it is interesting to note that although the top 10 of the top 10 TV brands in this ranking are familiar with the first-tier TV brands at home and abroad, it is only in recent years that they have entered the TV market. Emerging brands, born in Internet companies, “LesVisionâ€, after the first generation of LeTV as a result of a price war in the domestic market, its “content-service-oriented†profit model also provided new Internet companies that subsequently entered the television market. direction.
The proportion of each category in TOP 20
On the other hand, in terms of the types of products involved in the rankings, there are many ways to classify TVs. Here, we classify them according to the "screen type," "screen resolution," and "screen size." The proportion of television products of each brand under these three classification methods. In addition, since smart TVs have a very high degree of popularity in the current market, OLED TVs currently involve relatively few brands, and no separate statistics are included in this ranking.
In the proportion of curved TV in each brand, we counted that among the 200 products listed in the list, the brands involved in curved TVs were Samsung, LG, Hisense, and TCL. Among them were Samsung 3, LG 1, and Hisense 1. Paragraph, TCL 1, of course, this is only a list of products involved in the curved surface TV products, does not mean that the brand under all surface TV.
According to the figure, among all 200 models, there are 97 4K Ultra HDTVs, and the remaining 103 are non-Ultra HDTVs. The gap between the two types of products is very small and has reached the level of 4K TV and non-4K TV. . Ultra HD resolution has been rapidly popularized once it is launched. Just as Full HD has become a popular market, 4K Ultra HD will undoubtedly become the mainstream of TV resolution in the future, especially in large-screen TVs, despite the current ultra-high definition resolution. The source of the film is still unable to launch on a large scale, but the pursuit of fine picture quality has allowed major TV brands to cover more and more new ultra-high resolution resolutions. It can be said that “4K Smart TV†has become The inevitable trend of new brands in the future.
With the increase in resolution and the gradual drop in the prices of television products, large-screen televisions have begun to enter more consumers' homes, especially as some Internet companies have entered the television market, accelerating this trend. At present, people The expectation of “living room TV†has been raised from the previous 42-inch class to a 50-inch class and the main battlefield in the TV market has also focused on the 50-inch class. Therefore, we also specifically categorized all products according to "less than 50 inches" and "50 inches or more" to see the distribution of large-screen TVs in all TV products listed.
It can be seen that most of the Samsung, Skyworth, LeTV, Haier, and Panasonic branded products have a 50-inch or higher TV, which shows that the attention of large-screen TVs is increasing significantly. These brands also led the main product line to large-screen televisions.
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Industry Development Overview
For a long time, China’s TV market has always been represented by the three major camp brands in China, Japan and South Korea. Chinese brands mainly include domestic brands such as Hisense, Skyworth, TCL and Changhong; Japanese brands are mainly based on Sony and Sharp; Department brands are mainly based on Samsung and LG. In 2015, although the TV market is still mainly dominated by the three major camp brands, the proportion of Chinese brands is rapidly increasing in the camps, and Korean products also maintain a dominant position in foreign TV brands. On the other hand, the market performance of Japanese TV brands has declined year by year. This is not unrelated to the development trend of the television industry in recent years.
Looking at the product characteristics of the three major camps in the TV market, Japan, and South Korea, all mainstream branded products are popularizing smart TVs, and 4K ultra high-definition televisions are also beginning to gain popularity. In Chinese brands, the mainstream technology has been closely pursued in recent years. No matter whether it is in the fields of “smart TVâ€, “Ultra HDTV†or “curved TVâ€, it has occupied the domestic market for the first time; Pushing 4K ultra-high-definition TVs has increased the delivery of curved TVs. In contrast, even though Japanese TV camps are following up on 4K ultra-high-definition television technology, their development in other categories is somewhat slow. Among them, Sony, one of the Japanese television representatives, in addition to the launch of ultra-thin flat-panel TVs, pays more attention to integrated resources such as film and video shooting and processing at the upstream end of the content.
According to the analysis, this change in the camp structure is partly due to the rapid development of China’s television technology and further dominance of major domestic markets. On the other hand, Internet companies such as Leshi and Xiaomi have brought low-priced products into the market with content or marketing advantages. The rapid depreciation of the overall price of the television industry, but also prompted a large number of domestic brands have adopted the Internet marketing model, leading to increased competition in this market. Foreign brands still stick to high-end products mainly with screen technology and brand advantages.
Of course, apart from the three major camps in China, Japan, and South Korea, they can also be classified according to the main technical characteristics.
For a long time, China’s TV market has always been represented by the three major camp brands in China, Japan and South Korea. Chinese brands mainly include domestic brands such as Hisense, Skyworth, TCL and Changhong; Japanese brands are mainly based on Sony and Sharp; Department brands are mainly based on Samsung and LG. In 2015, although the TV market is still mainly dominated by the three major camp brands, the proportion of Chinese brands is rapidly increasing in the camps, and Korean products also maintain a dominant position in foreign TV brands. On the other hand, the market performance of Japanese TV brands has declined year by year. This is not unrelated to the development trend of the television industry in recent years.
Looking at the product characteristics of the three major camps in the TV market, Japan, and South Korea, all mainstream branded products are popularizing smart TVs, and 4K ultra high-definition televisions are also beginning to gain popularity. In Chinese brands, the mainstream technology has been closely pursued in recent years. No matter whether it is in the fields of “smart TVâ€, “Ultra HDTV†or “curved TVâ€, it has occupied the domestic market for the first time; Pushing 4K ultra-high-definition TVs has increased the delivery of curved TVs. In contrast, even though Japanese TV camps are following up on 4K ultra-high-definition television technology, their development in other categories is somewhat slow. Among them, Sony, one of the Japanese television representatives, in addition to the launch of ultra-thin flat-panel TVs, pays more attention to integrated resources such as film and video shooting and processing at the upstream end of the content.
According to the analysis, this change in the camp structure is partly due to the rapid development of China’s television technology and further dominance of major domestic markets. On the other hand, Internet companies such as Leshi and Xiaomi have brought low-priced products into the market with content or marketing advantages. The rapid depreciation of the overall price of the television industry, but also prompted a large number of domestic brands have adopted the Internet marketing model, leading to increased competition in this market. Foreign brands still stick to high-end products mainly with screen technology and brand advantages.
Of course, apart from the three major camps in China, Japan, and South Korea, they can also be classified according to the main technical characteristics.
Flat TV
Curved TV
Among them, according to the screen styling, it can be divided into "flat-panel TV camp" and "curved surface TV camp". In the "flat-panel TV camp", the TV screens adopt our common flat-panel shape; and in the "curved surface TV camp", the products are all curved surfaces. Mainly, this is a new screen technology that has become popular in the television industry in recent years. Compared with flat-panel TVs, the curvature of curved screens is more in line with the imaging principle of the human eye. Among them, the Korean brands are the main ones. At present, some Chinese brands are involved in this category. product. LCD TV
The other camp category can be divided into "LCD TV camp" and "OLED TV camp" according to the type of screen. The so-called "LCD TV camp", which is our common LCD TV, uses LCD LCD screens. The so-called "LED TV" that appeared later is actually an LCD TV that changes the backlight to LED light source. This type of TV product still exists. Is the main force of sales in the market; On the other hand, "OLED TV camp" products use OLED screens, because this kind of screen can realize self-luminescence, no longer need backlight module, so OLED TV can do more lightness than LCD TV . OLED TV
In the camp classification above, flat-panel TVs and LCD TVs still have important sales shares in the Chinese TV market due to their mature technology and relatively low cost. However, the manufacturing and purchase costs of curved TVs and OLED TVs have increased compared to traditional TVs. However, as the main trend of TV technology in the future, with the gradual popularity of such products and the gradual decline in costs, the market share of this new category of TVs has increased. Will be further improved. The status of the industry in 2015
Poor performance in the global market
In the overall TV market performance, in 2015, the global television market and the Chinese market showed the opposite situation. Affected by the global economy as a whole, in the first half of this year, global TV shipments totaled 101 million units. Shipments from mainland China accounted for 28% of global shipments. China has become a global TV consumer center, and TV market in the first half of 2015. Retail sales reached approximately 22.11 million units, an increase of 5.6% year-on-year; retail sales reached 74.4 billion yuan, a year-on-year increase of 6.9%.
According to analysis, the reason why the Chinese market has such contrarian growth is that, on the one hand, China has a large consumer market. After the consumer demand in the first- and second-tier cities is gradually saturated, the desire to pull in the third- and fourth-tier cities will increase. One of the important factors of sales volume; Second, whether it is “6.18†or “11.11â€, the traditional holiday promotion node plus the promotion activities of the e-commerce shopping festival will be used for the whole year's consumption period, and it will continue to stimulate the spending power of the entire market; On the other hand, due to the decline in the price of upstream panels and the low-price competition strategy of TV manufacturers, they have objectively further reduced the cost of TV purchases, triggering some consumers’ desire to upgrade television products.
In the market segments, smart TVs are the earliest in terms of popularity among major product types, and their penetration rate is far higher than that of other category TV products. According to the Display Search survey data, in the first half of 2015, 41% of global TV sales were smart TV products, and this percentage was more pronounced in the Chinese market. The data shows that due to the rapid adoption of smart TVs by Chinese brands, Of the TV sales in the Chinese market, 82% are smart TVs. This shows that in the Chinese market, the penetration rate of smart TVs has been ahead of the international market.
In terms of 4K ultra high-definition television, according to IT impact on China's user data, the penetration rate of 4K ultra-high definition television in the first half of 2015 reached 24%, a year-on-year increase of 13%. With upstream panel makers pushing large-size 4K panels, the penetration rate of 55-inch 4K ultra-high-definition TVs currently reaches 53%, and the 65-inch UHD TV penetration rate reaches 70%.
In addition, in terms of other categories of TVs, the surface TV penetration rate reached 1.5% in the first half of 2015, and the penetration rate of ultra-thin TVs reached 0.3%, of which curved TVs shipped approximately 300,000 units in the first half of 2015.
Industry trends
In general, the sales growth of the TV market in the second half of 2015 will continue to slow down. On the one hand, due to the economic slowdown in the macro environment, the willingness of the people to consume will gradually become conservative; on the other hand, after the subsidy policy, TV manufacturers With intensive new listings and price cuts, consumer demand in first-tier cities has become saturated, releasing some consumer demand in advance. According to the forecast of IT impact on China’s user data, the market size of color TVs in the second half of 2015 will reach 29.93 million units, down 3.2% year-on-year; the 2015 color TV market will reach 45.03 million units, a slight increase of 0.9% year-on-year. Therefore, we judge that in the future, the television industry will begin to enter a stable period. Whether it is stunning technology or inconspicuously low prices, it is no longer new to the TV market. In the past, a single product was used." The example of the blockbuster" will be difficult to reproduce again in the short term.
Big screen TV prices are low
In terms of large-screen TVs, according to IT statistics affecting China's user data, in 2015, due to the large size of TV panels in the upstream panel factory, the size of large-size panel shipments grew by 5% in 2015 to reach 159 million square meters. The growth rate of TV panel shipments was only about 7%, which was a drop from previous years. With the upstream manufacturers shifting their major capacity to 48-inch and 55-inch panels, the shipments of these large-sized panels will increase due to the need for digestive capacity, but prices may drop again. The 49-55-inch panel in 2015 is expected to increase by 27% throughout the year, and the 58-65-inch panel is expected to increase by 26%. In contrast, the annual growth rate for small panels below 40 inches is expected to be only 2%. It is expected that in the future, there may be a possibility that the price of large-screen TVs will further decrease.
4K TV popularity accelerated
In the emerging 4K ultra-high-definition TV, with the rapid spread after the listing, only the second quarter of 4K TV shipments increased by 197% over the same period last year, reaching 6.2 million units. According to previous estimates, as South Korea's two major panel makers increase 4K panel promotion efforts, the global 4K ultra-high-definition TV panel market will increase to 40 million in 2015, accounting for 15% of the global panel market, which will further stimulate 4K. The proportion of TV sales in the whole year of 2015. According to forecasts, the penetration rate of ultra-high-definition panels will reach 16%, which is an increase of 8 percentage points over the same period of last year. More than half of the 16% ultra-high-definition panels will be put into the Chinese market.
Smart TV universal popularity is no suspense
As mentioned above, in the first half of 2015, 41% of global TV sales were smart TVs, and 82 were sales of smart TVs in China. Therefore, it can be expected that the overall popularity of smart TVs will become an irresistible trend in the future. A large consumer electronics and powerhouse will bear the brunt.
According to the IT impact on China’s user data, it is expected that TV viewers’ usage of the TV viewing function will be 1.5 hours in 2015, accounting for 30% of the TV viewers' usage. The duration of the smart function will be 3.5 hours, which will increase to 70%. Currently, 52% TV users are willing to pay a certain fee for TV content.
However, on the other hand, it is also necessary to note that the current smart TVs fall into two major categories. One is a Chinese brand TV with a deep customization of the Android system, and the other is a foreign brand that insists on the development of a closed proprietary system. More familiar such as Tizen system, or WebOS system. Taken together, the two systems have their own advantages and disadvantages. The advantage of adopting the open source Android system is that because there are already a lot of mobile phone Android system development experience and software reserve resources, the development cost of the Android version of the TV is relatively low, and the software is suitable. With higher compatibility and richer software resources, based on a more mature system interface, the development of new TV functions and interaction with Android phones are also more convenient; but the drawbacks are also obvious. An over-open system leads to the same function of most TVs. Severely qualitative, it may also be infested by Android viruses in the future. The use of closed development systems has the advantage of higher security, greater compatibility with the same brand of products, and the possibility of more convenient and direct operations; but conversely, due to the use of closed systems, the amount of accumulated software resources is relatively small. , And in the early stages of development, the richness of the functionality was not comparable to the mature Android system.
With respect to smart TVs, the future trend must be "Experience richer + more simple operation." At present, after the smart TV is listed on the market, it has indeed brought consumers past unimaginable functions and entertainment experiences. Whether watching online video on TV or installing games has long been a “routineâ€, but at the same time, smart TVs also allow consumers to A lot of “learning costs†have been added. A variety of desktops, folders, and operating methods are dazzling for many consumers. The emerging operating methods such as voice and somatosensory also have certain demands on the environment, and there are many actual experiences. There are few places that are not convenient enough. The real “smart†should be to allow consumers to experience richer functional enjoyment with simpler operation methods. Therefore, we have seen more and more functions on smart TVs today. Next, how to further product operations? Simplification and fooling will become an important direction for all smart TV systems.
Surfaces and OLED TVs to be market tested
Curved TVs and OLED TVs are all emerging TV categories in recent years, and they are still far from the level of smart TVs in terms of penetration rate. Compared to the most common flat-panel LCD TVs on the market, whether they are curved or OLED TVs Or the actual selling price must be higher, so the follow-up enthusiasm of mainstream TV manufacturers at home and abroad has not been fully released, and some manufacturers still maintain a wait-and-see attitude, which also led to the other side of the surface TV and OLED TV prices can not be fast Decline, so as to achieve the degree of popularity in the market.
Major brand analysis
According to the data of the second quarter of 2015, the world’s top-selling television brands accounted for 60% of global television revenue in the quarter from the top five brands, of which nearly 29% came from Samsung Electronics, followed by LG Electronics, and later included Sony. And two Chinese TV brands Hisense and TCL. Among the top five best-selling brands, we are delighted to see that both Chinese brands have entered the list, indicating that the brand and quality of China's television are being recognized by the international market.
In the domestic market, the Chinese brand's market advantage is even more pronounced. According to Baidu’s hottest TV brand rankings, among the top five TV brands in the Chinese market, except for Samsung and Sharp, the remaining three Hisense, Skyworth and TCL are domestic brands. This shows that domestically produced TVs have strong competitiveness in the Chinese market.
Looking at first-tier TV brands, foreign brands mainly include Samsung, LG, Sony, and Sharp, while Chinese brands mainly include old Chinese TV brands such as Hisense, Skyworth, TCL, Changhong, and Konka. Among them, Internet companies including LeTV and Xiaomi have achieved good results with their products' high cost performance since entering the TV market, and even played a role in further reducing the price range of TV in the Chinese market. It also drove the new trend of Internet marketing by traditional TV manufacturers.
In the major brand camps, foreign brands are generally known for their hardware expertise and focus on developing hardware advantages including “screens†and “optimization techniquesâ€. Chinese brands, especially emerging Internet brands, rely mainly on domestic video platforms. Content accumulation, efforts to create user experience and content viewing needs. According to our analysis, in terms of hardware technology, although China has been expanding its R&D and production capabilities for upstream panels, the world’s leading panel technology is still mainly in the hands of foreign brands, and each year Chinese TV manufacturers have to go abroad. A large number of panels are purchased for manufacturing, which is also an important factor in the long-term “restraining†of Chinese brands on hardware; in terms of content, compared with foreign brands, Chinese brands have foreign brands in addition to regional differences caused by culture and language. The common google, youtube and other applications cannot be used due to the reasons of China's control policy. Therefore, they can only choose to cooperate with the content platform providers in the same manner as Chinese brands. Although they follow the content resources of Chinese brands, they also Loss of some of its own features and experience. In the case of further tightening of television box control, TV's own video resources are even more important.
Hardware Technology
panel:
In terms of TV hardware, panel technology is particularly important, but at the same time it is also a “sore spot†for many Chinese TV manufacturers, whether it is the highly-respected “Sharp screen†or the “Samsung screen†and “LG screenâ€, the main panel technology. Long-term control in the hands of foreign brands, especially in the current market demand for 4K panels increased significantly, while the OLED panel is also stepping up efforts to promote in 2015, at the same time, more and more Chinese TV brands will be "Samsung screen" or "LG screen "As a standard part of its products, this has increased the "dependency" of Chinese TV companies on upstream panel makers."
Of course, in addition to the above-mentioned several of us familiar with the above, including Taiwan's Innolux, AU Optronics, as well as mainland China's China Opto-electronics and BOE and other upstream panel makers are also supplying a large number of panel resources for global TV manufacturers.
In the TV panel type, the VA panel represented by "Samsung screen" and the IPS panel represented by "LG screen" are common. The VA panel is commonly known as a soft screen, and the IPS panel is often referred to as a hard screen.
Backlight:
LED technology
In addition to screen technology, backlight technology has also undergone several evolutions in recent years. The initial LCD TVs used CCFL cold cathode fluorescent tubes as backlight sources. After the development of LED technology, LED light-emitting diodes replaced CCFLs as new backlight sources. Currently, mainstream color TV backlights use LED backlight technology, and LED use. It also allows LCD TVs to become thinner and lighter. At the same time, energy consumption and heat output are lower. As a result, the “LED TV†category has emerged in the market, but in fact it should be called “LED backlights.†TV". Quantum dot technology
In addition to LED light sources, "quantum dots" is also a backlight technology that has attracted much attention at the 2015 CES show. Since the quantum dot technology uses a nano crystal material instead of an LED light source, the display effect is more pure and the color reproduction is more realistic than the conventional LED light source television, so that the display effect of the liquid crystal television can directly follow the OLED television. OLED technology illustration
OLED TVs, unlike the above-mentioned LED TVs and Quantum-dot TVs, "make a fuss" on TV backlights, but use completely different screen types. OLED, collectively known as Organic Light-Emitting Diode (organic light-emitting diode), the most important feature is no longer need backlight source, can achieve self-luminous, due to abandon the backlight module, making the OLED TV screen structure is more simple, more lightweight At the same time, the OLED material also has the characteristics of strong plasticity, and it has inherent advantages in the manufacture of curved screens. In terms of screen performance, OLED TVs are more plump and pure than traditional LCD TVs, especially for blacks. However, due to the difficulties of OLED TV technology and the need to increase yields, the market price of OLEDs is much higher than traditional LCD TVs. Therefore, in the current market, prices will be an important factor hindering the rapid development of OLED TVs. .
chip:
chip:
Smart TV chip
In addition, in the era of smart TV, due to the increasing computerization of television functions, a large number of smart functions and applications require higher processor and memory performance support. Therefore, smart TVs have also begun to attach importance to chips and memory and other conventional computers. Common hardware parameters for mobile phones. In this regard, smart TVs, especially Chinese brands, are even more prominent because Chinese branded smart TVs generally use customized Android systems, which require high CPU, GPU, and memory performance. Therefore, quad-core CPUs and four in domestic TVs The hardware combination of a nuclear GPU and 3GB of memory is not uncommon. software
TV system:
TV hardware is often directly related to the fluency of the picture quality effect and operation, but it does not have the support of supporting software and can not bring users a good experience. This is especially true in the era of smart TV. The system is the most important software for smart TVs. Regardless of the names that manufacturers give to their own systems in domestically produced TVs, they are all based on open source Android systems. However, Android was first established for mobile phones and tablets. Due to the development, it is inevitable that there will be inconveniences in the use of televisions without a mouse or a touch screen. Therefore, various domestic TV manufacturers have deeply customized the system to make it more suitable for television operation methods and user habits.
In addition to the Android system, some foreign brands chose to develop their own systems, such as Samsung's Tizen system and LG's WebOS system. Since R&D began with tailor-made for their TV products, they avoided the problem of “imperativeâ€. There is also better compatibility between products and systems, and even between their own television products and their other products.
Smart features:
In the functional experience, online video, video games, voice control, gesture control and other functions are all currently available functions of domestic and international branded smart TVs. However, TV manufacturers choose to cooperate with content providers, so there are differences in the built-in online video resources. For example, CNTV, GITV, BesTV, Wah TV, and Mango TV are all common online video platforms in the market. , as well as LeTV using its own video platform.
TV games
In terms of video games, due to its initial stage, its game resources mainly come from the large-screen optimized version of the old Android game, and it is still unable to match the actual game experience with computers and game consoles. However, at present, many domestic game companies have started to customize and develop large-screen video games. The use of smart TVs does not require low hardware performance. It is believed that in the future, the quality of games can be significantly improved. Gesture operation
Speech Recognition
The voice control and gesture control functions are even more attempts by TV manufacturers to see how they can get rid of remote controls when they see more and more complex smart TV operating methods. In this regard, due to the adoption of voice recognition and camera gesture recognition methods, there are more requirements for the user's sound environment and light, although the current speech recognition and gesture recognition technologies have greatly improved, but in most intelligent Among TV users, the more traditional remote control is still selected as the main operation method. This indicates that changing the inherent usage habits of consumers is not an easy task. The other party also stated that the new operation method may still be inconvenient for users. . Brand market share
TV brand market share
According to IT impact on China's user data, there is not much difference in the share of various brands in the Chinese TV market. The top five brands in the market share are 16.25%, and the lowest is 9.46%, a difference of only 6.79 percentage points, indicating that each TV Competition between brands is fiercer and there are more opportunities for ranking changes in the future. Among them, the "other" brands in the picture include Leshi, Philips, Toshiba, Panasonic, Kukai, Panda, Sanyo, Tsinghua Tongfang, Xiaomi, AOC and other brands. Domestic foreign brands accounted for
In the performance of domestic brand television and foreign brand television in the Chinese market, among the top 20 TV brands, the market share of Chinese brands reached approximately 62.81%, and foreign brands accounted for approximately 37.19% of the market. It can be seen that Chinese brands have a large advantage in the Chinese TV market. According to analysis, due to the rapid development of domestic TVs in smart TV products in recent years, fierce competition in the TV market has also resulted in domestic TV product prices. Continued exploration, which in turn stimulated a new round of television replacement needs. It should be reminded here that even though domestic TVs have an advantage in price and the hardware workmanship has also increased by a different margin, foreign TVs still have advantages in hardware technology. We should see that, whether it is the increasingly popular 4K ultra-high resolution "Rate", or the "curved screen" that entered the market soon, was the first technological innovation initiated by foreign brands. Since domestically produced TVs are generally Android systems, compared to most foreign TVs that use closed systems, domestic TVs still have a good performance in the degree of intelligence. Product shipments
Global shipments regional distribution
In terms of global TV shipments, according to IT Impact China user data, in the global TV market in the first half of 2015, the Chinese market took the first place in the world with 23.41 million units of shipments, accounting for about 28% of global shipments. In Europe, shipments to 20.29 million units accounted for 24% of global shipments, while the lowest shipments were in the Middle East and Africa, with only 7.71 million units, accounting for approximately 9% of global shipments. From a comprehensive point of view, the outstanding sales in the Chinese market are due to the rapid development of the domestic economy and national spending power. However, it is higher than the shipments of high-income countries that mask the keywords. , China's sluggish domestic policies, lower overall domestic television product price range, and the development of multiple new technologies have led domestic consumers to have a strong demand for product replacement, which has further contributed to the large-scale shipments of the Chinese TV market. . On the other hand, it is forecasted that global LCD TV sales this year will reach 235 million units and will continue to grow in the next two years. Among them, the proportion of smart TVs will reach 41%, and reach 43% and 45% respectively in the next two years; the proportion of 4K TVs will reach 13%, more than twice the number in 2014, and will continue to expand to 21.1% in the next two years. 28.9%. From the TV's size, the 40-44 inch and 45-49 inch TVs are flat or slightly up over the next few years, and TVs with 55 inch and above are more obvious.
But at the same time, TV as a large home appliance is different from FMCG, and the cycle of replacement is still relatively long. Therefore, after the domestic market experienced the brand war and price war in the first half of the year, some consumers’ product replacement needs were released ahead of schedule. The first-tier and second-tier markets are becoming more saturated, and it is expected that it will be in a relatively quiet period at the end of the year.
In terms of shipping channels, sales of color TVs on the e-commerce platform have increased significantly in the first half of 2015 due to the popularity of online shopping for home appliances by callers and relative price advantages in recent years. According to IT users’ data in China, sales of color TVs in the first half of the year were also higher than the same period last year. This is an increase of 77%, compared with the decline in TV sales of other traditional channels. TV sales of home appliance stores fell 2% year-on-year, department stores dropped 11% year-on-year, chain stores fell 10%, and supermarkets fell 9%. From the data point of view, online shopping TV has become an irresistible trend, with the first generation of contact with online shopping, after 80 consumer groups gradually entered the peak of marriage, childbirth, and some 90 groups are beginning to enter the stage of marriage, online shopping The momentum of color TVs will also grow stronger. However, at the same time, we also saw home appliance stores as traditional channels of purchase. Although there is still a 2% decline, the overall momentum is the least affected among all traditional sales channels. According to the analysis, the main reason is that TV is used as a major factor. Consumer electronics products, consumers still maintain a cautious attitude at the time of purchase, more consumers tend to go through the physical experience of the store after the comparison and then choose to buy, and home appliance stores can provide consumers with on-site product experience, Contrast and even the network environment are currently not available on the “online shopping platformâ€, which forms a “experience-based consumption advantage†unique to home appliance stores.
Therefore, in the coming period of time, although the proportion of online shopping TV will also increase, but the physical appliance stores still have irreplaceable value, the "electronic business platform" should give consumers more of the product experience as close as possible to the real effect; and home appliances Stores should consider how to improve the experience of the product while at the same time, the physical users of the store directly into the physical store or its own e-commerce platform orders users.
User attention analysis
Top brand rankings
In terms of user awareness of each brand, according to Baidu's popular TV (parameter picture article) brand rankings, Samsung, Hisense, Skyworth, TCL, and Sharp are ranked in the top five, of which only Samsung and Sharp are foreign brands, domestic TV brands It takes up three seats. According to the ranking of the top 20 popular TV brands, Samsung is the one with the highest degree of concern. This has been related to the development of ultra high-definition TVs, and in 2015 it was mainly related to the product strategy of ultra-high-definition televisions. Ultra HDTV is a type of TV that has received much attention from consumers in 2015. Since the launch of Ultra High Definition technology, Samsung TV has been distributing ultra HDTV products in new varieties, and has formed a good sense of consumers through long-term accumulation. Degree; while curved TV is a relatively new television category, forming a high-end image positioning in the minds of consumers, and Samsung continued to promote surface TV in 2015, but also played a very good role in raising awareness of its own brand.
On the other hand, Hisense, Skyworth, and TCL as the first-line brands of domestically produced TVs have always had a good reputation in the domestic market. After the speedy upgrading of TV technology in recent years, Hisense, Skyworth, and TCL are also actively promoting new products. With the addition of new technologies, products such as Hisense's ULED TV, Skyworth's OLED TV, TCL's Quantum TV, and other products have made consumers feel the new technology content and are therefore receiving much attention in domestic TV brands.
Brand rankings TOP20
However, it is interesting to note that although the top 10 of the top 10 TV brands in this ranking are familiar with the first-tier TV brands at home and abroad, it is only in recent years that they have entered the TV market. Emerging brands, born in Internet companies, “LesVisionâ€, after the first generation of LeTV as a result of a price war in the domestic market, its “content-service-oriented†profit model also provided new Internet companies that subsequently entered the television market. direction.
The proportion of each category in TOP 20
On the other hand, in terms of the types of products involved in the rankings, there are many ways to classify TVs. Here, we classify them according to the "screen type," "screen resolution," and "screen size." The proportion of television products of each brand under these three classification methods. In addition, since smart TVs have a very high degree of popularity in the current market, OLED TVs currently involve relatively few brands, and no separate statistics are included in this ranking.
Percentage of TV screens in the roster
In the statistics of each type of television brands, we first divided all 200 products involved in the ranking into "flat TV" and "curved TV" according to the "screen type". As the curved TV is a type of TV that has emerged in recent years, there are already many domestic and foreign brands involved in curved TV products. From the data, we can see that in 200 products, there are 6 curved TVs and the rest 194 are flat-panel TVs. This is mainly due to the relatively short time it takes for curved TVs to enter the market. Consumers have just begun to accept them. At the same time, compared with flat-panel TVs of the same level, the prices of curved TVs are relatively high, and consumers will have higher purchase thresholds. Of course, if the curved TV can be popularized, the price difference will be further reduced. In the proportion of curved TV in each brand, we counted that among the 200 products listed in the list, the brands involved in curved TVs were Samsung, LG, Hisense, and TCL. Among them were Samsung 3, LG 1, and Hisense 1. Paragraph, TCL 1, of course, this is only a list of products involved in the curved surface TV products, does not mean that the brand under all surface TV.
Listed TV ultra-high-definition TVs
In terms of resolution classification, we classify all TVs into 4K Ultra High Definition and Non-Ultra High Definition categories. The resolution of the 4K Ultra High Definition TV is 38,402,160 pixels, and the resolution of non-Ultra High Definition TVs. It is mainly 1920×1080 pixels and other products whose resolution does not reach full HD level. According to the figure, among all 200 models, there are 97 4K Ultra HDTVs, and the remaining 103 are non-Ultra HDTVs. The gap between the two types of products is very small and has reached the level of 4K TV and non-4K TV. . Ultra HD resolution has been rapidly popularized once it is launched. Just as Full HD has become a popular market, 4K Ultra HD will undoubtedly become the mainstream of TV resolution in the future, especially in large-screen TVs, despite the current ultra-high definition resolution. The source of the film is still unable to launch on a large scale, but the pursuit of fine picture quality has allowed major TV brands to cover more and more new ultra-high resolution resolutions. It can be said that “4K Smart TV†has become The inevitable trend of new brands in the future.
With the increase in resolution and the gradual drop in the prices of television products, large-screen televisions have begun to enter more consumers' homes, especially as some Internet companies have entered the television market, accelerating this trend. At present, people The expectation of “living room TV†has been raised from the previous 42-inch class to a 50-inch class and the main battlefield in the TV market has also focused on the 50-inch class. Therefore, we also specifically categorized all products according to "less than 50 inches" and "50 inches or more" to see the distribution of large-screen TVs in all TV products listed.
Into the list of brand TV ultra-high resolution ratio
As can be seen in the figure, in the first-line TV brands, the proportion of 4K ultra high-definition televisions in all the products concerned is far more than half, indicating the popularity of front-line brands for 4K ultra-high-definition television, and also illustrating the ultra-high-definition technology in the current market. And the current price has a high degree of acceptance. Listed brand television screen size ratio
According to the picture, in all products, there are 105 TVs with a screen size of less than 50 inches, and a large-screen TV with 50 inches or more has reached 95 models. The "big screen TV" and "small screen TV" are again There has been a fair share of the situation. With the recent introduction of 50-inch TVs with new "low prices", the popularity of large-screen TVs will further increase. It is expected that the 50-inch TV will become the main model of the TV market in the future. It can be seen that most of the Samsung, Skyworth, LeTV, Haier, and Panasonic branded products have a 50-inch or higher TV, which shows that the attention of large-screen TVs is increasing significantly. These brands also led the main product line to large-screen televisions.
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