Mainstream color TV brands do not participate in low-cost tide targeting replacement market
According to the sales volume of the domestic color TV market released by Zhongyikang in the first two months of 2018, the size and profit of the color TV market both fell in the first two months of this year from January to February this year, and the sales volume decreased by 3.1% in the first two months. It also fell by 1.4%. In Zhongyikang's view, this year's Q1 color TV sales data may refresh the new low of color TV history in the past decade, and the year of 2018 is a bit unsatisfactory.
In the face of the domestic color TV market, there is still no “warm†in the first quarter. After entering April, Internet TV brands such as Xiaomi, Storm, and PPTV began to play “low price†cards, and they are ready to win sales through price. Recently, the storm hit 40-inch TV as long as 999 yuan, PPTV also played 40-inch TV price of 1399 yuan, Xiaomi directly labeled 32-inch TV 899 yuan, plus the music is not everyone's optimistic LeTV is also accumulating Prepare for 414, hit a 75-inch TV as long as the crazy price of 9999 yuan. These Internet TV brands have made a fuss about the price, and let the industry smell the smoke of the "low price" war in the color TV market two years ago.
However, this time, the color TV market has a low price, and the main color TV brands in the market have not participated. Brands including TCL, Hisense, Skyworth, Changhong, Haier, Sony, Sharp, Philips, etc. are all aimed at taking quality and differentiated routes, insisting on taking the road of product technology upgrade, choosing betting artificial intelligence, OLED, laser TV, quantum dots. , 8K and other products with high-end labels.
The current color TV market is mainly based on replacement demand. In 2018, it is the first high-end replacement period for LCD TVs. The stock market will be more sensitive to quality requirements. Relatively low price should not be excessively concerned, so how to ensure quality Adding differentiated selling points on the premise may be the most important "key point" for the replacement user.
A senior industry official told the audio-visual circle that starting from the AWE2018 exhibition, domestic mainstream brands such as TCL, Hisense, Changhong, Konka, Skyworth, etc. have released new products for this year's color TV sets, sorting out the new product characteristics of these brands, all aiming to enter the replacement period of LCD TV this year. Market hotspots.
Konka Multimedia has seized the TV replacement market with its A2 Art TV and A1C Opera TV. The Konka A2 is equipped with the latest artificial intelligence system, which uses a DNA speech recognition engine and one-to-one service users. The first feeling of A2 Art TV is just like a piece of glass. It uses high-strength tempered art glass as the front and rear substrates. It is manufactured with a full-fit integrated package. It is visually realized while providing high-strength protection to the LCD screen itself. A true full screen. The new TV does not require a remote control, directly calling "Xiaokang Xiaokang", you can wake up TV to listen to songs, play games, watch TV and so on. A2 TV can also communicate with smart homes, and can control curtains, air conditioners, TVs, etc., and easily play smart life.
Skyworth recently released the new MAXTV series AI TV Q5A, equipped with the latest AI chip independently developed by Skyworth, with artificial intelligence quality adjustment function, combined with AI voice, AI system, etc., even before the business trip by voice inquiry TV arrival Weather, clothes and other information.
As the "glare" brand TCL, which has been bucking the trend last year, this year's new XCP product series is clearly planned and clearly positioned. The X series is a high-end product for positioning technology and art. C is a mid-range product that locates urban life. The P series is a low-end product that defines young fashion. Analysts said that in the context of consumption upgrades, TCL adopted a competitive strategy to increase the proportion of X and C series structures, and the product strength was greatly improved.
In addition, Changhong believes that in the context of consumption upgrading, better product experience, after-sales service, and product quality have become more important shopping factors for consumers. Therefore, Changhong's future color TV new products will follow these directions. Changhong’s new color TV line this spring is also very obvious, that is, continue to insist on playing artificial intelligence TV cards.
Changhong's new "more humane" artificial intelligence TV Q5T is equipped with TTS emotional voice interaction technology to achieve personalized and emotional, while using anti-blue light and dynamic anti-tailing technology to protect eye health and prevent visual fatigue. The Q3&Q5T series of the artificial intelligence TV Pratt & Whitney Interactive is equipped with the UMAX viewing mode, which improves the defects of traditional TV screens with glare and layering, and also achieves lower energy consumption and eye protection. Let users experience the unprecedented physical and mental enjoyment brought by artificial intelligence technology while watching TV healthily.
The industry believes that with the rise of the middle class's spending power, color TVs are welcoming the wave of renewal, smart TVs, high-definition TVs are favored, consumers will generally consider smarter, higher value when replacing home color TVs. TV, whether connected to WiFi, screen size, sound effects, etc. are the key points of choice. The new product layout of TCL, Konka and other brands this year is very good to step on the rhythm of the demand for the diversification of color TV products in the upgrading cycle. This is a good position for the card position in the color TV market this year.
Editor in charge: Li Qun
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