Zhu Yuanyuan, deputy general manager of AVC's black electricity division, pointed out that the average profit margin of major companies in China's color TV industry in 2017 was 1.3%, which is operating at a low profit compared to other home appliance categories.
However, in 2018, with the release of production capacity, panel prices entered the downward channel. In March, panel prices fell by 20-30% compared with the same period last year, and the price operation space of whole machine companies increased. Compared with the fourth quarter of 2017, 2018 The price of 74% of models in the first quarter was reduced.
According to the summary report of the first quarter of the Chinese color TV market in 2018 released by AVC and the China Electronics Video Industry Association, under the favorable factors of the decline in panel prices, the color TV market in the first quarter of 2018 continued to promote Driven by the promotion, the retail volume of the color TV market in the first quarter of 2018 reached 12.15 million units, an increase of 3.0% year-on-year, and the retail sales scale was 40.2 billion yuan, an increase of 3.3% year-on-year. Among them, online promotion became the main driving force, with online retail sales reaching 4.71 million units, a year-on-year increase of 31.1%, and offline retail sales of 7.45 million units, a year-on-year decrease of 9.2%.
The large size of China's color TVs is still the general trend. The average size of color TVs in the first quarter of 2018 was 48.5 inches, an increase of 1.8 inches from the same period last year. The color TV market size performance is divided by 55 inches, the market share of products below 55 inches declines across the board, and the market share of products of 55 inches and above continues to rise, of which 55-inch and 65-inch shares led the increase, an increase of 4.4 percentage points and 2.8 respectively over the same period last year Percentage points.
Regarding the product direction in 2018, Zhu Yuanyuan believes that 8K and artificial intelligence will become the latest hot spots. She pointed out that from the perspective of the AWE conference, Sharp, Konka, Haier and Philips all exhibited 8K TVs as flagship products. It is expected that Samsung will mass produce 8K TVs in the third quarter of 2018, and TCL and Sony are also planning. At present, 8K panels already have mass production capabilities, and the large size of the terminal market will also promote 8K consumption, but 8K TVs will still face many problems, including 8K chips and 8K video. Many problems make the cost of 8K TVs high, and the price will be the main factor affecting the popularity of 8K.
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