The era of foreign color TV dominating the world is over. Now, domestic color TV manufacturers begin to launch the final impact on the high-end large screen market, the fortress of foreign profits. On April 7, a reporter from Beijing business daily learned that Xiaomi was about to launch a full screen TV Pro 75 inch on April 10, after the launch of redmi smart TV Max 98 inch last month. Before that, TCL and Skyworth and other brands also launched new large screen products. Taking advantage of the arrival of 5g, domestic manufacturers will be expected to overtake in the corner and change the color TV market pattern.
Giant screen demand
According to Xiaomi, Xiaomi TV 4A 60 “and Xiaomi full screen TV Pro 75” will be launched. Last month, Xiaomi officially launched the redmi smart TV Max 98 inch, priced at 19999 yuan, directly pulling the price from 100000 yuan + to the civilian level.
According to Lu Weibing, Xiaomi’s president in China, it is because users’ perception of TV screen size is much higher than that of other electronic devices, which leads to a strong demand for large screens in the whole market. “For example, if you put a 70 inch TV at home, it sounds quite big, but actually it’s not against you. So consumers’ demand for large screens is widespread. “
In addition to Xiaomi, TCL and Hisense have also launched new products in giant screen TV. TCL recently launched a large screen audio-visual expert’s TV. Zhang Shaoyong, vice president of TCL electronics, predicted that in the future, 75 inch and 85 inch TVs will become standard for ordinary families, while Hisense still adheres to its own laser TV strategy, and a campaign to encircle high-end large screens of foreign brands has been launched in an all-round way.
Different from ordinary smart TV, 98 inch giant screen TV is directly aimed at high-end users. Although it has a very high profit, its sales volume is very poor. According to Ovi cloud data, in January 2020, the overall sales volume of 98 inch giant screen TV in the whole country is only 82 sets.
Lu Weibing told Beijing Business Daily that the biggest problem with giant screen TV is that the scale is too small, which leads to high cost. On the one hand, the cost factor is the panel, on the other hand, the delivery and installation services.
5 times premium
According to the latest statistics of Ovi cloud in February, the sales market share of Chinese TV brands is more than 92%, and the sales share is close to 85%, showing an overwhelming advantage over foreign brands. Among the foreign brands, only Japanese and Korean brands are still holding fast, especially in the high-end TV market, and there are many fans.
In terms of the average price of products, the average price of Japanese and Korean brands is much higher than that of Chinese local brands. For example, from January to February 2020, the average price of Samsung TV in the offline market is 8593 yuan, and that of Sony TV is 10265 yuan. At the same time, no product in the offline market of local brands in China has an average price of more than 4000 yuan.
In recent years, with the opening of intelligent and Internet transformation, as well as the rise of BOE, Huaxing optoelectronics and other domestic panel manufacturers, domestic color TV companies have completed technology catch-up and even surpassed in the field of home image. How to break the monopoly pattern of high-end market by foreign brands is becoming a new topic.
“At present, foreign flat-panel color TV sets and domestic ones are born of different names. Foreign color TV sets just put on their dresses and make huge profits. ” A person from the color TV industry told the Beijing business daily.
Hong Shibin, an industry observer, also pointed out that foreign brands mainly make use of the “brand dislocation” that Chinese consumers “don’t know” about the cost, technology, quality and pricing of foreign brands, set the price very high, create a “high price must equal high quality” high-end brand image, to earn a lot of money.
In the market of large screen and even large screen, there is a greater difference in pricing between domestic brands and foreign brands. Beijing Business Daily found that the price of the 98 inch Philips 98puf7683 / t398 TV in the market is as high as 9900 yuan, while the price of Philips is still relatively low among its peers, and the price of Sony’s 98 inch product even reached 529900 yuan.
Some analysts pointed out that the brand premium of these giant screen TVs accounted for more components. Compared with redmi smart TV Max 98 inch, the huge profits brought by the price of 100000 + can be imagined.
Under the influence of novel coronavirus pneumonia, according to Omdia, the global sales of color TV will be reduced by 22 million units in 2020, or about 10%-11%. But at the same time, a big market opportunity brought by 5g is quietly coming.
In the 5g era, intelligent + large screen + aiot device interconnection has become a new trend in the development of TV technology. In the 5g era, intelligent TV has become the interaction and control center of the whole house intelligence. It is very difficult for foreign brands to gain dividends in high-end and large-scale products if they only rely on a single product.
With the advent of “the second spring” of intelligent TV, the domestic color TV market is also surging. At present, the new force represented by Xiaomi redefines the central control center of intelligent home and arranges intelligent hardware. At present, a complete intelligent home experience scene has been formed. Like the redmi smart TV Max 98 inch launched this time, it has a large number of audio-visual resources, and can control TV through voice. It is also the smart home control center, which can be linked with the smart devices at home.
Experts pointed out that the rise of China’s color TV is not accidental, but the result of Chinese color TV enterprises’ collective dance of “technological breakthrough” and “price winning”. In the face of the strong breakthrough of Chinese color TV and the reality of “cost convergence” and “technology convergence”, price and service have become the most sensitive and key factors in the market, and the day of foreign brands profiteering in the large screen market is coming to an end. Lu Jianbo, Deputy Secretary General of China electronics chamber of Commerce, also believes that only when the price of foreign color TV really achieves “rational return of value”, can it regain its former glory.