The "Golden Nine and Silver Ten" sales season is approaching. Domestic TV companies Hisense, Skyworth, Konka, etc. have all put their efforts on OLED TVs, and are trying their best to debut in the C position in this peak season. Why are they so keen on OLED TVs?
Fierce competition in the TV marketAccording to data released by Aoweiyun.com, domestic TV shipments in the first half of this year increased by 3.9% year-on-year, but sales fell by 2.6%, which is considered to be a fierce price in the domestic TV market. Caused by the war.
In comparison, the rise in global TV panel prices in 2016 led to a rise in global TV prices. In 2017, China’s TV sales decreased by 4.8% year-on-year; the global decline in TV panel prices since the second half of last year has pushed TV prices down, thus contributing to this year’s The domestic TV sales in the first half of the year also showed that TV prices had a great influence on consumers' desire to buy, highlighting that the increase in domestic TV shipments this year was mainly due to the decline in TV prices.
The fierce price war in the TV industry has led to a sharp decline in the net profit of the industry. According to data released by Aowei Cloud, the net profit rate of the domestic TV industry in 2017 was only 1.3%. Among the top two domestic TVs, TCL mainly relied on the huge profits obtained from its panel business to promote the increase in overall profits. Hisense's performance in 2017 showed that the net profit attributable to listed companies dropped by 46.45% year-on-year.
In order to promote the growth of performance, the TV industry has embraced the OLED TVs that are now regarded as the future, and it has become their inevitable way out. After all, compared with the current fiercely competitive LCD TVs, OLED TVs are more expensive, which is more important for larger TVs. Enterprises are also more advantageous.
From the perspective of the global market, OLED TVs have been gradually recognized by the industry after several years of development. In 2017, OLED TVs accounted for more than 50% of the high-end market, showing that this technology has basically won the battle for technical direction. .
LGD, which has a market share of more than 90% of OLED panels for TV, is also actively promoting the expansion of OLED panel production capacity. It is expected that its OLED panel factory in Guangzhou will be put into production next year, which is expected to nearly double the production capacity of OLED TV panels.
With the increasingly clear trend, global TV companies have begun to embrace OLED TVs, forming alliances with LGD to ensure the supply of OLED panels. Among Chinese TV companies, Skyworth is the most active in promoting OLED TVs. Konka and Changhong have also joined in recent years. Hisense, one of the top two domestic manufacturers this year, also decided to join the OLED TV camp. So far, the popularity of OLED TVs in the domestic market seems to be overwhelming.
Of course, for domestic TV companies, they have their own considerations for joining the OLED TV camp. Hisense is one of the top two domestic TVs. Compared with another giant TCL, which owns an LCD panel factory, it does not have its own panel factory. Previously, it tried to develop laser TVs in order to solve the problem of panel supply. However, the biggest weakness of laser TVs is during the day. The viewing effect is not good. Now it is clear that the decision to join OLED TV is to gain a leading edge over TCL. In recent years, TCL has surpassed Hisense by virtue of its own panel factory.
For TV companies such as Skyworth, Changhong, and Konka, they are now second-tier manufacturers. Facing the market share advantages of Hisense and TCL, they certainly hope to gain first-mover advantage by betting on new technologies first, and even hope that they can be C in the second-tier. Debut. At the same time, these second-tier manufacturers have successively received competition from Internet TV companies LeTV and Xiaomi TV, which has also forced them to accelerate their transformation and avoid continuous challenges from Internet TV companies.
Of course, for these domestic TV companies, they have relied on price advantages to quickly grab market share from South Korean and Japanese manufacturers in recent years, but they have also suffered from low profits. In the first half of this year, there was a situation where there was no increase in revenue. , The launch of OLED TVs may help them get rid of this dilemma, and it is obviously the right time to rush to push OLED TVs during the peak sales season of "Golden Nine and Silver Ten".
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