LCD TV Market Development Trend Analysis

In today’s TV industry, where TV giants have suffered losses, where can China’s LCD TVs go in 2013?

Trend 1: The proportion of 3D TVs will continue to increase

From the official broadcast of China’s first 3D TV test channel in early 2012 to the 3D live broadcast of the 3D TV test channel in London for 3 hours in July of this year, it is believed that many users have experienced the sweetness of 3D TV. As a new technology that has only entered the market for three years, 3D TV has had a good development in China this year.

Driven by the launch of 3D TV channels, 3D TV has become one of the major selling points of major manufacturers. In addition, sales of 3D TVs have been further increased along with the decline in prices of 3D TVs and the rapid decline in the prices of accessories such as 3D glasses. The survey company DisplaySearch said that shipments of 3D TVs in 2012 increased by 74% year-on-year. It is expected that in Western Europe and China, 3D TVs will account for 30% of all TV shipments.

According to the ZDC data, the proportion of attention on 3D TVs in China's LCD TV market in Q1-Q3 increased in 2012, rising from 34.4% in the first quarter to 46.0% in the third quarter. With the continuous enrichment of 3D TV channels and content in China and the promotion of major brand manufacturers, it is predicted that in 2013, the proportion of 3D TVs will continue to increase, reaching 60.0%.

Trend 2: Large-size, ultra high-definition TVs will attract more attention

On August 7, 2012, Konka took the lead in holding a press conference in Beijing and released the world’s first UltraHD Ultra HDTV-LED84X9600PUE. Its display device has a total of 8 million pixels and a physical resolution of 3840×. The 2160 is 4 times the full HD and 8 times the HD. Since then, major TV makers including LG, Sony, Sharp and Skyworth have launched their own Ultra HD products.

The listing of UHD ultra-high-definition TVs has attracted widespread market attention in a short period of time. Some people in the industry believe that there are fewer HD channels in China. In the existing radio and television programs, there are only a dozen high-definition channels. Even if consumers buy back ultra high-definition televisions, I am afraid that they will encounter the “wonderful woman can't be without rice”. Difficulties make it difficult for Ultra HDTVs to fully display their space. Original address: http://zdc.zol.com.cn/328/3288990.html

However, the superb visual enjoyment of UHD Ultra HDTV is beyond doubt. After testing, it was found that the perfect size of HD HDTV is 32-37 inches, FHD Full HD is 42-55 inches, and only 80-inch or more UHD Ultra HDTV. At present, large-size LCD TVs have become a trend. The survey company DisplaySearch said that the average size of LCD TV panels is expected to increase by 9% in 2012. The new large-size LCD TV panels will replace smaller sizes such as 28”/29” replacement 26”, 39” replacement 37”, 50” replacement 46 "/47", 60" replacement 55".

It is predicted that large-size, ultra-high-definition televisions will receive more attention and become mainstream TVs in the future.

Trend 3: Smart TVs will set fire to war

In the current situation where the PC is already intelligent, and mobile phones and tablets are being intelligentized in large areas, the traditional market of TV will surely usher in a new revolution. The emergence of smart TVs conforms to the development trend of "high-definition", "networking" and "intelligent" televisions.

In China, the flat panel TV's profit margin in the early years could reach 50%. However, after the fierce competition of the major home appliance manufacturers and several rounds of price wars, the flat panel TV's profit margin has now dropped below 3%. Nowadays, major TV manufacturers are changing from the traditional “hardware” profit model of whole machine sales to the “hardware + content + service” profit model. By selling TVs, they also provide content and services to customers, and finally form a continuous service profit model. . It can be said that smart TVs are taking advantage of the trend.

From the figure below, we can see that most brands of smart TV shipments have accounted for more than 20% of the overall, of which Hisense, Philips and Hitachi are more than 30%, Skyworth more than 40%, Sony even reached the overall shipment Half of the amount.

In the first quarter of 2012, branded smart TV shipments and proportion survey company DisplaySearch stated that in the first quarter of 2012, China was the largest smart TV market with over 3 million shipments in the first quarter; followed by Western Europe. This is 2.6 million units, and North America is the third largest, with 1.7 million units. How to seize China's smart TV market has become a major issue for major television companies.

With the active promotion of the convergence of China's telecommunications network, Internet, and radio and television networks, and the addition of external competitors, it is believed that in 2013, the smart TV field will set off a new war.

summary:

Looking at the current flat-panel TV field, the traditional industrial structure and competitive focus are changing. Whether it is 3D TVs, large-size ultra-high-definition televisions, or hottest recent smart TVs, there is no competition for new technologies and new experiences. Therefore, maintaining the advantages of technology and innovation is the key to winning the powerful competitiveness of TV giants in the field of flat-panel TVs.