TV companies have become pessimistic

The same is the beginning of the year, and the mood of TV companies is different.

If it is described in color, the opening year in 2010 is red, high-pitched, joyful and full of hope. In the previous year, domestic color TV made use of the financial crisis in the upper reaches of the LCD panel price correction as well as home appliances to the countryside, trade-in and other policies favorably achieved the most recent years Good results, when the industry was optimistic that the 2010 shipments will reach 45 million units.

The opening year of 2011 was blue, low-key, calm and probably pessimistic. According to the latest data from DisplaySearch, a market research organization, a total of 16 LCD TV brand manufacturers, including the top six manufacturers in Samsung, LG, and Sony, as well as six domestic brands including TCL and Skyworth, have adjusted their production of LCD TVs. The plan predicts that its total production will be reduced from 18.3 million units in November 2010 to 15.4 million units in March 2011. The total production volume of 46.3 million units in the first quarter of 2011 will also be reduced by 12% from the fourth quarter of 2010.

In the first half of 2010, the impact of the industry-wide inventory crisis has been felt. The shadow of domestic color TV brands has been estimated to be particularly profound. Not only is it facing an inventory crisis, but it is also subject to the huge price of foreign brands “high-priced panel + low-cost” strategy. The impact, including TCL, Changhong, Konka, and other domestic color TV brands, have also pushed themselves into trouble because of product planning and miscalculations. Painful, it took almost half a year to gradually improve and breathe.

However, the slowdown in the growth of the color TV market cannot be eased by them. Although China surpassed the United States ahead of the end of 2010 to become the world's largest LCD TV, but looking at the entire global environment, the LCD TV market seems to have turned from the previous highway to the slow lane. There are data that the last two years of the global LCD TV market The growth rate has dropped from 37% to 15%, and it will continue to decline to about 10% in 2011. This is also the trend in the Chinese market. From the triple-digit growth in 2009 to 28% last year, the industry expects this year's growth rate not to exceed 15%. The sales data from enterprises confirms this downward trend. Prior to the sales data released by Skyworth in November last year, the sales volume increased by only 1% year-on-year. Recently, TCL's December sales data showed a decline of 19.1% year-on-year.

Under such a market environment, color TV manufacturers are bound to reduce the production plan of LCD TVs in a timely manner, but this is obviously not enough. It is also very important to find new market growth points. Compared with the increasingly saturated conditions in the first and second-tier markets, the current level of the tertiary market and the rural market are showing relatively strong growth. This point can be seen from the 2010 sales statistics of home appliances to the countryside announced by the Ministry of Commerce this year, sales and sales growth have more than doubled, TV sales in which ranked second.

Believe that in the new year, the main battlefield of the competition in the domestic color TV market is in the tertiary market and the rural market. In the past year or so, foreign brands have begun to lay off their bodies to consider and value the needs of this part of the market. Also part of the share from the domestic brands. However, this piece is still the traditional advantage of domestic brands. They know more about this part of the market than foreign brands, and they also have more resources. Domestic brands can and should keep this advantage area. In 2011, we saw how each of them "distribution".