November China Smart TV Market Analysis Report

In November 2013, there were a total of 445 commercial products on the smart TV market in China, which belonged to 18 mainstream brand manufacturers. In the overall market, the attention of smart TVs has declined, but it has remained at 40% or more. From the brand's attention to the pattern, this month's attention to the rankings of the brand changes frequently, Samsung won the championship, TCL replaced Hisense to become the third runner-up this month.

Report points:

• Brand focus: TCL is on the upside and Xiaomi is down to the last place.

• Product Model Structure: TCL L48A71 is most concerned by consumers this month.

• Price reduction product structure: A total of 57 smart TV prices have come down.

• Product Dimensional Structure: The 55-inch TV focuses on nearly a quarter of the market's attention.

• Price segment structure: The price segment of 5001-8000 yuan is most concerned by consumers.

• Analysis of mainstream manufacturers: Samsung’s attention ratio has increased this month.

First, the brand attention pattern • TCL rising momentum is good, millet fell to the last place In November 2013, China's smart TV market, the attention of various brands changed frequently, TCL, LG, Konka, Skyworth, Sharp and Lenovo's rankings increased. Hisense, LeTV and Xiaomi's rankings declined. Compared with October, TCL replaced Hisense with a ratio of 16.5% to become the runner-up of this month. At the same time, Hisense fell to the third place, with the proportion of attention being 12.5%, which was lower than that of last month, but the decline was not significant.

This month, Xiaomi’s smart TV performance was weak and its competitiveness was insufficient. The concern ranking dropped from the fourth position in October to the tenth position. The attention ratio was only 2.7%. Although Samsung is still concerned about the championship, its attention rate continues to decline, which is 21.8% this month, a decrease of 1.9% from October.

Second, the product focus on the pattern (a) product models concerned • this month, TCL L48A71 the most consumer concern in November 2013, China's smart TV market, TCL L48A71 replaced by 6.3% of millet TV became the most consumers this month Concerned about the smart TV products, this 48-inch, 1920 * 1080 resolution 3D, network, smart TV quoted at the end of the month was 4567 yuan, flat with the previous month.

• A total of six brands of TV products are on the list It is worth noting that the top 10 products of this month are divided into six different brands, of which Samsung has a total of four products on the list, product focus on advantages More obvious. The screen size of the ten products is relatively large. In addition to the Lenovo 32A21, the rest of the products have screen sizes of over 40 inches and a maximum size of 85 inches. The average product size is 53.4 inches. Product prices range from 1799 yuan to 219999 yuan. At the same time, there are three ultra-high definition smart TVs on the list this month, namely TCL L55E5690A-3D, Samsung UA55F9000 and Samsung UA85S9.

(II) Ranking of price cuts • There were 57 smart TV prices down In November 2013, the number of products in the Chinese smart TV market totaled 445, of which, the number of price reduction products this month totaled 57, accounting for 12.8% of the average. The price reduction rate was 542 yuan, while there were 38 products with a price reduction of 300 yuan or more, and a total of 15 products with price reductions above 500 yuan.

• Sharp has four products with price reductions of over a thousand dollars It is worth noting that Sharp has four products on the list this month. They are Sharp LCD-80LX850A, Sharp LCD-70LX850A, Sharp LCD-70LX640A and Sharp LCD- 60LX850A, its price reduction range is more than 1,000 yuan, ranging from 1889 yuan to 3,000 yuan. The product size is relatively large, all over 60 inches.

• The highest price reduction this month was 3,991 yuan. Among all price-reduction products this month, TCL L65E5690A-3D saw the largest reduction in price. This 65-inch, 3D, network and smart TV was quoted at 21990 yuan in early November and 17999 at the end of the month. Yuan, a drop of up to 3,991 yuan, is one of the few ultra high-definition televisions on the list. Another ultra-high-definition smart TV is the Changhong UD50B6000i, which was quoted at 7399 yuan at the end of this month, and the price cut was 600 yuan.

(III) Product Size Structure • 55-inch TVs have attracted close to 1/4 market attention. In November 2013, in the smart TV market in China, the focus of consumers is still concentrated in more than 40 inches. It can be found that the proportion of attention is high. Eight of the ten screen sizes are more than 40 inches, of which, 55 inches, with a 24.1% interest rate, continue to be the most watched TV screen size for consumers this month; followed by 42 inches with a 12.1% focus; 60 Inch ranked in third place, focusing on 8.8%.

According to statistics from ZDC, the average size of Chinese smart TVs this month increased from 48.65 inches last month to 48.96 inches, which is significantly higher than the 40.94 inches of the overall LCD TV.

(D) Resolution structure • 1920*1080 resolution focused on more than 80% of the market's attention From the perspective of the resolution of smart TV, this month's attention to the resolution of smart TV is basically the same as in October, in which 1920*1080 resolution The rate still occupies the mainstream of the market, and its concern is as high as 79.1%, far higher than the 15.8% and 5.1% of the resolutions of 3840*2160 and 1366*768.

(V) Structure of price segment 1. Quantity of products • Nearly 60% of smart TVs are concentrated in 3001-8000 yuan According to ZDC data, the number of products sold in the smart TV market this month is 445, a decrease from the previous month. The TV is priced at 9,695 yuan, which is significantly higher than the total market price of 6,079 yuan.

From the distribution of product quantity in different price segments, unlike the declining trend of the overall market, products in the smart TV market mainly concentrate in the price segment of 3001-8,000 yuan, accounting for nearly 60% of the total, of which 3001-5000 yuan and 5001-8000. The number of products in the yuan price segment is over one hundred, with 133 models and 123 models respectively. The number of products in the remaining price segments is relatively small.

2. Concerned about the proportion of 5001-8000 yuan in the price segment. Most concerned about consumers In November 2013, the price segment of the smart TV market in China was still the most concerned by consumers. The price segment is still 5001-8,000 yuan, and the proportion of attention this month is 25.2. %, a slight decline from the previous month. Different from October, the proportion of attention in the price segment of 3001-5000 yuan this month has grown significantly, reaching 24.2%, up 5.2% from October. In addition, attention is paid to more than 10.0% of the 3,000 yuan and 800-1,000 yuan price segments, respectively 16.2% and 13.1%.

III. Analysis of Mainstream Manufacturers (I) Analysis of Brand Trends • The proportion of Samsung’s attention has been rising this month In November 2013, the proportion of attention paid by Samsung Smart TVs was on the rise in China’s smart TV market. As can be seen from the figure, Samsung's attention to the lowest percentage at the beginning of this month was 18.1%, and then it gradually increased, and reached the highest value of 24.3% in the month on the 11th. Then the attention ratio remained basically between 21.0-25.0%, and finally At the end of the month, it stood at 22.6%, up 4.5% from the beginning of the month.

(II) Comparison of single product attention rate • Samsung’s single product attention rate is relatively highest In November 2013, in the smart TV market in China, the single-product attention rate of the top three brands remained consistent with the ranking, Samsung’s The single-product attention rate is still relatively highest, at 0.41%, followed by TCL, which is 0.34%. Hisense has a relatively low number of products, resulting in a relatively low single product concern rate of only 0.15%.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)