Color TV Market Operation Review in the First Quarter of 2016

Mr. Lao She wrote an article called "Winter in Jinan", vividly depicting the scene of northern winter life. However, in reality, the winter in the north is not as harmonious as that written by Mr. Laoshe. The winter in the north is still very fierce. Especially in outdoor and indoor areas, the difference is that people living in places like Sanya cannot experience it. In fact, every person who has lived in the North during the winter season is enthusiastically looking forward to the arrival of spring. March waved and came quietly in April, finally ushered in a warm season.

The laws of nature in life are such that spring eliminates indoor and outdoor differences and can be freely smashed in the clear sunlight. However, the color TV industry we are concerned with is still different in the first quarter of 2016, with different brands.

The so-called up and down refers to the difference in the growth rate between online and offline.

According to the initial judgment of Beijing Zhongyekang Times Market Research Co., Ltd., a home appliance market research institution, the retail sales volume of the domestic color TV market decreased by 3.1% in the first quarter of 2016 compared with the same period of 2015. The market's operating status does not look very good. Behind it is not good, but it is also a heavy fire. In the Yikang online omni-channel weekly retail monitoring data shows that the year-on-year growth of color TV is a rapid growth of 40.2%; and online hot-hot different, the retail store The operating situation is not so optimistic, which is a decrease of nearly 10% compared with the same period of last year.

Market economy is an effective social activity in which human beings participate. Therefore, it is like a human being a living body, rather than a non-living organism without life. The great thing about life is that it can not only think through excitement and success, but also benefit from stress and stimulation. For example, applying pressure within a certain tolerance range on a regular basis will increase the bone density, and the same pressure will be applied to the metal, causing metal fatigue and breaking. Therefore, we see that many companies and practitioners in the industry are thinking about the future development of e-commerce and physical stores.

JD.com's evolution from JD.com to specialty stores is a step after this kind of thinking. In addition, different companies, including Lepar, have their own different strategies. Even at this stage, physical home appliance retail stores have also enhanced their user experience and purchase conversion through in-house purchases, closed-shop group purchases, etc., and have also achieved very good results. As an industry observer, Zhong Yikang believes that the physical stores and retail stores in the future will definitely go from top to bottom and from top to bottom. Datong has three core principles: First, the same model above and below; second, the same model with the same price; The third is the same price and service.

For the first quarter of 2016, there are already more convergence points. From a product structure point of view, it was widely considered that online is the channel for selling low-end products. Today, it seems that they have become part of the “how many things have happened in ancient and modern times” and all of them are laughing and talking. We share the data through a set of data. In the just-completed Ching Ming Festival, TV retail sales of 55-inch and above accounted for 26% of the line, and 22.8% of online sales, which is almost the same. The trend of large size is the core element of the color TV industry. It converges on the core elements and has the same brand.

However, there are differences between brands in the adaptability and competitiveness of the overall market changes.

From the decline in the color TV market in the first quarter, we can guess the pressure on most brands. The following diagram is very interesting and it can be seen very well where this pressure is. The orange line on this graph is the cumulative retail sales volume of each brand in January and February 2016. The line is obviously scored in three parts. On the far left is the domestic brand segment. From Haisen to Haier, with the exception of Haier, which has nearly 40% growth, other major domestic brands remained flat or slightly higher than the same period last year. The second part is foreign brands, which face the greatest market pressure. However, Philips has more than 100% growth; the third part is the right-most online brand or recent brand of the Internet. This part of the overall growth is generally better.

In fact, the Internet brand is not clearly defined. In the post-Intelligent TV era, Zhongkang believes that brands that have entered the color TV market and that have e-commerce as their main channel, brand positioning is young, product-focused, and focus on fan business can be regarded as Internet brands. After this part of the brand entered the color TV industry, it was like a huge ripple for the calm water of the color TV industry. Competition, cooperation, and changes followed.

We can see from the data that the market share of Internet brands represented by music is expanding, but China's overall color TV market has not grown substantially, which has brought about differentiation in competition. Both domestic brands and foreign brands are under pressure. Under such pressure, traditional color TV companies such as Haier and Philips can achieve better growth through internal adjustment and adaptation to changes in the industry.

Even if we take advantage of the situation, we may not be able to eat a fat one day. As the saying goes, "Rome was not built in one day," but now it is obviously not an advantage, but under great competitive pressure. Pressure and change will make the whole industry better. An example of a clear change is that LeTV is effectively training the viewers of Chinese TV viewing. This will allow more companies to see this new opportunity. This is Progress under pressure and change.

Finally, we will talk about the pressure and changes in forest fires. Each country has invested heavily in preventing large-scale forest fires. But in fact, small, regular fires can effectively remove flammable materials from the forest, leaving them with no opportunity to accumulate. The systematic prevention of fires in a comprehensive manner accumulates these flammable substances and may result in even larger fires. Therefore, as far as the TV industry is concerned, the current changes will at least enable our viewers to remain in the attachment of the TV screen. If these changes are not possible, the users may actually leave the TV. What companies need to do is change in the era. Growing up.