Domestic TV companies crisis and opportunity coexist

In 2011, the global home appliance market demand shrank, the panel supply was oversupply, the European debt crisis, the flooding in Thailand and the strong rise in the yen after the earthquake in Japan caused the household appliance industry to be in turmoil. Judging from the third-quarter financial report previously announced by color TV companies, color TV companies in Japan and South Korea have lost money, and domestic TV companies have produced bright transcripts. In the face of a downturn, foreign home appliance companies began to increase the proportion of OEM and accelerate industrial transfer. For domestic home appliance companies, the adversary's industrial upgrading and transformation is undoubtedly a good opportunity to seize more market share. However, problems such as the disappearance of support policies, regulation of the property market, and sluggish sales have also caused Chinese color TV manufacturers to face many difficulties in the coming year.

Policy support to withdraw from the slowdown in market demand In the third quarter of 2011, domestic color TV companies reported a red flag in their financial performance, and their profits increased significantly. The domestic color TV giants such as Skyworth, Konka, TCL, Hisense, and Changhong all achieved rapid growth in their performance in the third quarter. However, there are also serious crises behind these brilliant transcripts. With the slowdown in exports, real estate purchase restrictions, and the withdrawal of home appliances subsidy policy, home appliance companies will be plunged into multiple pressures. If the domestic color TV companies are satisfied with their current "leading" status, they will not improve themselves fundamentally, and their growth will not help.

For the past three years, China's color TV industry has been relying on policy support to achieve market demand and favorable growth in the size of companies. Therefore, after the three major stimulus policies such as saving energy, replacing old appliances, and sending household appliances to rural areas will be exited next year, it is expected that the growth rate of the rural market will gradually increase. slow. After the country introduced real estate control policies, it also triggered a slowdown in the demand for home appliances. Actively responding to changes in the home appliance market brought about by these policy changes and even sales decline is an urgent task facing top executives of major TV and color companies.

IT giants entered the smart TV industry trying to give birth to the trend of triple play in the color TV market. Google, Apple, Lenovo and other IT giants began to enter the color TV industry, which is bound to bring about a certain degree of influence to domestic color TV companies. Smart TV as the development trend of the future TV, IT companies to join in the promotion of the entire color TV market, the development of intelligent technology standards, but also the traditional color TV companies have pushed the development of smart TV and defeat the cusp of the traditional TV companies can not overlook IT The company's move into smart TV.

Currently, IT companies provide content services to smart TV manufacturers. To a large extent, smart TV manufacturers have become the end of the entire industry chain. Therefore, the development of software platforms and the provision of content will become new breakthroughs for the future development of color TV manufacturers. The high-profile participation of IT companies has prompted traditional household appliance companies to make changes in advance in order to maintain the momentum for sustainable development. This will also be the entire home appliance industry. One of the exits.

Strategic transformation of foreign-funded enterprises Domestic enterprises usher in new opportunities Smart TV penetration, 3D penetration, and mainstream consumer size will be the most important features of China's color TV consumption in 2012. At present, Japanese TV companies are facing heavy losses and are accelerating the pace of industrial transfer and seeking transformation in other areas. Therefore, in the next few years, TV business will mainly be the competition between Chinese and Korean companies. In the field of smart TVs, Chinese enterprises have seized the opportunity, but there is still an inherent disadvantage in smart content. Coupled with the joining of IT companies, who can create a product that truly meets the needs of consumers has become the key.

According to the “White Paper 2011-2012 China Consumer TV Market Development” released by the China Electronics Chamber of Commerce, the demand for color TVs in the primary and secondary markets has been significantly lower than the third and fourth markets in the first three quarters of 2011. Since the implementation of the home appliances to the countryside policy, domestic brands have used this time to build a complete service network and channel platform in rural areas. Therefore, after the cancellation of the policy, domestic companies have greater advantages to seize more market share in the third and fourth levels. Domestic companies cannot rely on long-term policy support to achieve their development goals. In the future, companies can tap the needs of rural consumer markets to upgrade their home appliances to expand market space.