In early December, Sigmaintell released a forecast that in 2016, China's color TV brand (six major Chinese brands + LeTV) shipments will reach 83.6 million units, an increase of 15% year-on-year in 2015 and a scale increase of 10 million units. Over the years, domestic brands have surpassed Korean brands for the first time and become the global sales champion.
This result is not unexpected. From the perspective of the number of brands, South Korea only has two giants, Samsung and LG. Japanese brands have basically withdrawn from the color TV market except for a few companies such as Sony and Panasonic. The Chinese market is also constantly flooded with Internet brands. At the same time, the share of Japanese and South Korean brands has been declining in recent years, and the record in the Chinese market has fallen to the bottom.
On December 7, according to the latest data released by the survey agency IHS, as of the third quarter of this year, the proportion of South Korean brands such as Samsung and LG in the Chinese color TV market fell below 5% for the first time and fell to 4.5%; represented by Sony and Panasonic The share of Japanese color TV brands fell to 4.4% in the first three quarters. In comparison, the share of domestic brands rose to 84.3%.
With the rise of the panel, domestic color TV manufacturers still ushered in dazzling sales data this year, but from the performance point of view, the reality of incremental non-increasing profits continues.
Strengthen overseas marketsLooking back at this year's color TV market, both overseas and domestic sales of Chinese brands have increased. Among them, the growth of overseas markets is more rapid.
At present, emerging countries and regions such as Southeast Asia, Africa, and South America are still in the period of conversion from CRT TV (CRT TV) to LCD TV (Liquid Crystal TV), and there is a large demand for color TV products. In mature European and American markets, manufacturers are also working on high-end products.
Skyworth Group Vice President Liu Tangzhi said that in 2017, Skyworth's key regions preferred Southeast Asia, followed by Africa. This has nothing to do with its previous layout. Skyworth acquired the African Sinoprima brand in 2014, the German Metz brand in 2015, and the Toshiba brand operating rights and factories in Southeast Asia in 2016.
TCL is actively entering the American and Southeast Asian markets. In 2016, TCL's shipments in the North American market achieved a year-on-year increase of more than 50%. It cooperated with Brazil's SEMP Capital to actively promote its own brand business in the South American market. According to the announcement on December 7, as of the end of November, TCL's sales of smart TVs this year totaled 1.0049 million units, a year-on-year increase of 58.2%.
Changhong is targeting the Eastern European market, setting up R & D and production bases in the Czech Republic, and its products are sold throughout Europe and Russia. Last year, Hisense acquired Sharp's North American business. In August this year, Hisense TV's market share in Australia reached 19.3%, ranking first. Qunzhi Consulting predicts that the export volume of Chinese brands will reach 32.4 million units in 2016, a year-on-year increase of 19%. In 2017, overseas markets continued to be the key markets for Chinese brands.
At the same time, the report of Qunzhi Consulting also pointed out that despite the fierce competition in the domestic color TV market, domestic brands still increase in domestic sales. Specifically, the popularization period of China's LCD TV is basically in the five-year period from 2008 to 2013. The country uses three major policies of "home appliances going to the countryside", "trade-in", and "energy-saving subsidies" to promote consumers to replace CRT TVs. Right now, the Chinese market has fully entered the LCD TV replacement cycle.
The growth of the domestic and foreign markets, coupled with the shrinking of Japanese and Korean brands, has ushered in a small peak in domestic color TV sales.
Increment does not increase profitDespite the gratifying sales, the fact before us is that the situation of "increasing without increasing profits" in the color TV market continues this year.
According to the statistics of Aowei Cloud, the retail volume of China's color TV market in the first half of the year was 23.51 million units, a year-on-year increase of 6.9%, while the retail sales scale was 71 billion yuan, a year-on-year decrease of 4.0%. In the third quarter, the retail volume of the color TV market increased by 8.9% year-on-year, but the retail sales decreased by 5.9% year-on-year.
It can also be seen from the company's performance that its profits are under pressure. As of September 30, 2016, Skyworth Digital's six-month interim report showed that the group's overall revenue was 20.291 billion Hong Kong dollars, an increase of 3.8% from last year; total profit was 948 million Hong Kong dollars, a decrease of 3.8% from the same period last year; the top three During the quarter, TCL Multimedia's turnover was 23,675 million Hong Kong dollars, a year-on-year decrease of 3.1%, and net profit was 137 million yuan, with a loss of 319 million yuan in the same period last year. Hisense's profit increased in the first three quarters, with revenue of 22.075 billion yuan, a year-on-year decrease of 0.24%.
It can be seen that in terms of revenue or profit, domestic enterprises have more or less declined. Undoubtedly, due to the impact of the Internet TV price war, the average price of color TV sets fell, triggering a corporate profit crisis. The second reason is e-commerce, which is synonymous with low prices; the third factor is that consumer demand for home appliances is still changing, and consumption upgrade will take time.
In addition, the rise of the panel also caused many manufacturers to worry about performance. Senior industrial economic observer Liang Zhenpeng told the 21st Century Business Herald reporter: "Domestic color TV companies have no panel production line except TCL, which is constrained by Korean companies. With the rise of panels in the third and fourth quarters of this year, corporate profits are lower in the second half of the year. The short supply situation will continue until the first half of 2017. At present, Samsung and LG are consciously reducing LCD panel shipments and focusing on OLED production lines. Domestic BOE Hefei 5th generation line and Huaxing Optoelectronics 11th generation line must be in 2018. Years later, production capacity can be scaled up. "
Liang Zhenpeng said that domestic color TV competition is fierce, the price war will continue, and the decrease in average selling price is a vicious circle. In essence, many companies lack panel production to core patents, play the role of assembly plants at the end of the industrial chain, and lack competitiveness. In this case, companies will continue to lose money in 2017.
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