The winter of 2017, known as the color TV market, was mainly affected by the increase in upstream costs, which made the operation of the entire company more difficult. However, after entering the fourth quarter of 2017, all aspects of the pressure have been eased, and through the double 11's pull, in November 2017, a further 7 percentage points growth was achieved on the high base in 2016, but the market has a wide range of The warming did not really come. The cold weather of the New Year's Day made it difficult to close the company in 2017. It also revealed the risk in 2018. The color TV market entered the bottoming stage.
Cold in the new year, New Year's Day promotional period decreased by 18.3%
According to the weekly data of OVC Cloud (AVC), the sales volume of New Year's Day promotion period (2017.12.18-2018.01.07) was 3.46 million units, a year-on-year decrease of 18.3%, and the sales amount was 12.8 billion yuan, a year-on-year decrease of 15.4%.
The time line on the offline line remained the same, 17W51 had a good start, 17W52 depth declined, and 18W01 rebounded. The overall online performance was better than offline, but it still showed a downward trend. During the promotion period, online sales decreased by 10.0% year-on-year, offline sales decreased by 22.8%, and the online channels gradually weakened the market.
Demand advanced overdraft, the price is relatively conservative
The traditional promotion festivals have been weakened, especially in the color TV market in recent years. The development of the E-commerce festival has also attracted more attention from consumers. The investment in corporate resources has gradually tilted from traditional festivals to E-commerce festivals. In 2017, double 11 sales volume increased by 22% on that day. Double 12 sales volume increased by 33% on the same day. Market demand and promotional resources were overdrawn in the two e-commerce festivals, which was one of the reasons for the decline in the scale of New Year's Day promotion.
In July 2017, the panel price began to decline in a large range and continued until the end of 2017. The price of the dual 11-terminal unit saw an annual low, but during the New Year's Day, the double-line price did not continue this downward trend. Under the background of continuous downward price of the panel, the prices of the whole machine in December and New Year's Day were relatively conservative compared with October and November. In terms of subdivision size, prices in different sizes have risen and dropped, but the increase has become more pronounced. The lack of price advantage during New Year's Day promotion is the second reason that led to the market decline.
High-end dividends continue to be released, and individual needs will gradually be met
The down period of the market is a good time to adjust the structure, and product upgrading is still the main theme of this stage of the industry. Consumer demand for large-screen, high-end, and differentiated personalities has been gradually met. The consumption upgrade also allows consumers to pursue more high-end products, while the continuous upgrading of technology also releases the mid-to-high end market dividend.
During the New Year's Day, 55-inch market share reached 34.9%, becoming the mainstay of the market. The market share of more than 55 inches will exceed 50%, reaching 53.3%. Accelerated growth of the 65-inch and 65+ ultra-large size will continue to refresh large-scale borders. The Chinese market will lead the world into the ultra-large screen era.
For high-end display products, UHD accounted for 72.7%, quantum dots accounted for 1.2%, OLED accounted for 0.9%, personalized appearance products, curved surfaces accounted for 7.3%, S-slim accounted for 5.3%, and no borders accounted for 2.8%. In the best-selling products, the number of high-end products has also continued to increase, Sharp LCD-70SU665A large size performance is particularly prominent, and technology upgrades gradually meet the diverse needs of consumers.
The scale began to oscillate up and down within a narrow range. The color TV market entered the bottoming stage.
After the panel price entered the downward cycle, market pressure in all aspects gradually eased. In particular, after the beginning of the fourth quarter, the decline in the market size narrowed significantly, showing signs of recovery. It was driven by double 11 and achieved a growth rate of 7 percentage points in November 2017. However, it did not continue its growth trend in December. The size of the market began to fluctuate within a narrow range. The market entered the bottoming stage and made basic preparations to welcome the upcoming large-scale recovery.
Positive factors gradually appear, and there is still growth expectation in 2018
The panel price will continue to decline in 2018. The panel price is expected to break through the historical low level in 2018. The decline in upstream prices brings more room for the terminal's price adjustment and is conducive to the release of market demand. Secondly, some companies are more aggressive in their strategies. They want to achieve leapfrog growth by 2018, and radical market strategies will create more opportunities for the market. At the same time, the upcoming World Cup in 2018 will stimulate the upsurge of color TV replacement, especially the market demand for large-size products.
Based on the above judgment, Ove Cloud.com still expects growth in 2018 and expects sales of 48.98 million units, an increase of 2.9% year-on-year.
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