Recently, the color TV market has been fiercely competitive. The transition of the manufacturers to survive, the group to survive, and the integration of the old and new camps have accelerated, and the market structure will usher in reshaping.
The integration of the old and new camps has accelerated
Following the popular collaboration of MegaChip and LeTV together with TCL, Konka, a traditional color TV company, announced in mid-April that it had obtained 449 million yuan in investment in the new brand of Internet TV, Microwhale, which will account for 3.14% of Konka shares.
In the past, the color TV market was basically the world's six domestic brands, Samsung, Changhong, Konka, Haier, Hisense, TCL and Skyworth. The barbarous growth period in which the color TV industry is dominated by manufacturing has passed, the market is becoming saturated, the growth rate has slowed down, and the industry has entered the era of meager profits. The entire television market is already a fully competitive Red Sea market, and the annual sales volume is basically maintained at 45 million. Taiwan around.
However, in the past one or two years, there have been a sudden influx of nearly 20 Internet-branded TVs, and the market has become even more “overwhelmingâ€. In addition to LeTV and Xiaomi TV, the broadband operator Peng’s barley television, manufacturing company BOE TV, IT vendor Lenovo 17TV, Jiulian Technology TV, video site PPTV, Storm TV, and cable operators have been operating since 2015. Beijing Gehua and Shenzhen Tianwei, OTT-licensed Guangdong CANTV, Li Ruigang micro-whale TV, coupled with popular network, the new arrival of the Internet TV ecology has reached nearly 20, the number is twice as many as traditional TV manufacturers.
As a result, the veteran recruits are scrambling, various concepts are flocking, competition is fiercer, and color TV manufacturers have become increasingly difficult to survive. Recently, Changhong's 2015 financial report was released, and its net profit loss was as high as 1.976 billion yuan. Previously, another TV production giant Konka also released last year's results and also showed losses.
The fierce competition, low profit, or even unprofitable, forcing the color TV industry to accelerate the integration of the prelude to embrace warmth. So TCL and Letv marriage, LeTV invested nearly 1.9 billion yuan to subscribe for TCL multimedia new shares, holding 20% ​​of its shares, becoming the second largest shareholder of TCL media, Konka and the micro whale also engaged in a "strategic alliance." Last year, the digital audio and video giant Siu Chi joined hands to promote ultra-dimensional television, and recently accepted the investment of 3.3 billion yuan from Haier, Oriental Pearl and SMG. Earlier, Ali invested in Skyworth and Youku Tudou and Konka.
These show that the integration of the television industry is accelerating. Yu Chen Consulting analyst Li Chen believes that the reason why old appliance giants cooperate with color TV recruits, in addition to recognition of "hardware + content" smart new model, the more important is to seek new development. In this stage, both the old color TV giants and the Internet recruits have the opportunity to come to the fore, and Baotuan cooperation can achieve mutual benefit and win-win.
New products frequently seize the market
In addition to the strategic alliance, from the end of March, major color TV companies scrambled to launch their own new television products, trying to seize the commanding heights.
The first appearance of Xiaomi Technology on March 23 released two new products - the millet TV 3S43 inch TV and millet TV 3S65 inch curved TV. LeTV, who has been fighting with Xiaomi for a long time, also launched the X65/X55 Curved curved TV on March 30th. This is also LeTV's 4th generation super TV.
In addition to millet, music and other Internet companies, the traditional color TV manufacturers are not behind. On March 28th, Changhong announced the first CHiQ TV Q3T with UMAX cinema system to be launched, covering a full range of 43/50/55/60/65/75 inches, and called IMAX movie technology. On April 7th, TCL launched the world's first QUHDTV products X1, C2-CUDG and C1-CUD in Shenzhen. It officially formed the QD TV camp with two X-series and C-series product lines.
In addition to the aforementioned manufacturers, Hisense, Skyworth, Storm and other companies have also come up with their own watch TV new products. On January 15th, Hisense Group spent a lot of money and signed with UEFA to formally become the top sponsor of the 2016 European Cup. This is the first Chinese sponsorship of the European Cup since its establishment in 56 years. In order to tie in with the European Cup competition, on April 12th, Hisense released a customized version of ULED ultra-thin quality Internet TV in European Cup fans, and strived to be listed in 67 countries. On April 14, Skyworth launched a new OLED organic TV S9-I with Warner and Tencent Penguin TV, and completed the integration of the entire HDR industry chain by opening up the content to the terminal display.
Now faced with the arrival of the European Cup in June and August of the Olympic Games in June, color TV manufacturers are ready to push the development and promotion of new technologies and new products, trying to create an unprecedented visual feast for consumers and fight for a rare cake for themselves.
Market structure will usher in remodeling
In 2016, the color TV industry will face two dilemmas: First, low growth rate stagnation, overcapacity, and consumption saturation are expected to increase slightly by 1.4% year-on-year. Another dilemma is the continuous decline in product prices, and the average net profit margin of the color TV industry continues to shrink. It will drop to 1.16%.
At the same time, new players are constantly stirring up this market. According to statistics from Ovid Cloud Network, although the sales of traditional color TVs are chilling, it is difficult to block the enthusiasm of Internet brands entering the color TV market. In 2016, the number of Internet brands in the TV market will approach 20, and the sales of Internet brands will exceed 1000. Million, the market share will reach 21%. The entry of many new brands has made the competition in the color TV market more fierce. Traditional enterprises are facing the dual pressures of the macro economy and the development of their own industries, and they have to make a transition to survive and survive.
At present, homogenization of products and vicious price wars have made the market more fierce. New and old color TV companies have also stepped up development strategic planning and layout, accelerating the integration of industry and cross-border resources, mergers and acquisitions, capital operations, brand building and overseas market expansion. . Hong Bin, executive director of the China Home Appliances Commercial Association Marketing Committee, believes that the original domestic TV market has been broken by five points, and the new TV market pattern is being reshaped. This year, the brand differentiation in the color TV market will further widen, between domestic brands. The gap will further widen. There will be only 3 to 5 companies that may survive in the future. The traditional vendors and Internet companies are struggling to survive. The future of the traditional camp of Hisense and the Internet new music as the most potential.
It can be foreseen that in the future, the overall screen for color TV industry integration will be fully opened, the market will be reshuffled, and the stronger and weaker will be weaker and weaker, and the market structure will usher in major changes.
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