Flat-panel TVs are caught in the "volume of price rises" cycle

Authoritative statistics show that sales of flat-panel TVs in China have increased in the first half of this year, but the unit price of sales has declined significantly, and the color TV market is falling into a vicious circle of "price increases and price drops."

The research report on China's consumer demand for flat-panel TVs in China from January to June 2012, completed by the China Electronics Chamber of Commerce and the China Electronics Standardization Institute, shows that from January to May this year, China’s color TV output was 48.659 million units, up from the same period last year. 18.2%; color TV exports 23 million units, an increase of 22% year-on-year, but the unit price of exports dropped significantly, a drop of 20.7%. The report shows that the sales and export situation of domestic color TV sets are similar, but also the sales volume has grown slowly, and the unit price has dropped significantly. According to the report, overall demand for the color TV market in China will continue to grow moderately this year. It is expected that the annual demand will reach 42 million units, but the flat-panel TV market is plunged into a vicious circle of "price increase and price drop."

According to the report, the reason why flat-panel TVs "have increased in price and dropped in price" is that the price of flat-panel TV screens has dropped sharply, and the means by color TV companies to win market share by relying on price wars have intensified; second, high-end product consumers are more likely to wait and see.

However, in the general environment of flat-panel TVs as a whole, there are also some bright spots in the industry. This is where smart TVs suddenly emerge, and market awareness has been rising all the way, and the penetration rate has gradually increased. According to the report, 94% of consumers understand smart TVs, and 36% plan to purchase smart TVs in the near future. The report also shows that there are some areas where smart TV needs improvement: 32% of consumers think that loading speed is slow; 20% of consumers feel that the human-computer interaction experience is not smooth; 17% of consumers think that there are few online movies. The update rate is low; 14% of consumers feel complicated and cumbersome to operate.

Faced with sluggish domestic demand and shrinking exports, the country began implementing a new round of subsidy policies for household appliances in June this year. The industry believes that this is a timely rain for home appliance companies, but also to stimulate domestic demand and stimulate consumer spending. However, the report shows that consumers' awareness of energy-saving subsidies is as high as 75%, but there are fewer actual followers when purchasing, and the effectiveness of subsidy policies remains to be seen.

In this regard, Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, believes that first, the introduction of home appliances to the countryside in recent years, trade-in replacements, and the previous round of energy-saving and people-friendly policies have stimulated many consumers to over-provision and overspend consumer demand; It is that there is not much difference between the energy-saving TV and the ordinary TV, and the stimulating effect on consumption is not strong. Lu edge wave said that for the color TV market, the real significance of energy subsidies is to promote the upgrading of the production industry structure, that is, to promote the company's R & D and production of low-power products.