Look at the change of the color TV industry from the "crisis" and "machine" dialectics.

Fengkou Finance reporter Jing Yi

Looking at the crisis with dialectical thinking, it is not difficult to find that in the contradictions of crisis and institutions, crisis is an objective existence with relative, temporary, and variability. As a contradiction between crisis and machines, both parties are not absolutely opposite, but are mutually dependent, mutual conditions, penetration, and dialectical unity, and can be transformed in each other under certain conditions.

Under the impact of factors such as epidemics, all thousands of industries lamented the difficulties. This is especially true for the large -screen color TV industry that has long been taken away by mobile phone small screens. Data show that the domestic omni -channel color TV retail scale in the first half of the year was 16.72 million units, a year -on -year decrease of 6.2 %. The scale of retail sales was 53.1 billion yuan, a decrease of 10.5 % year -on -year, and the market had a double decline in sales.

In the face of such an obvious "danger", some color TV companies have seen the "machine" behind them. Under the continuity and accurate efforts of the enterprise, the entire industry pattern is also changing quietly.

New low record and win -win global second

The color TV industry "stress mountain" is far from one day or two.

According to the latest survey of industry data agencies TrendForce Ji State Consultation, global TV shipments in the second quarter of this year reached 45.17 million units, 5%of the quarterly, and annual decrease of 6.8%. As a result, the shipment of shipments had declined, and the first quarter of the first quarter of shipments was less than 46 million units.

In addition, in the first quarter and second quarter, the number of shipments in the first half of this year was only 92.72 million units in the global color TV market in the first half of this year, with an annual decrease of 5.8%. This is recently, setting a new low in the global market for half a year.

Regarding the reasons why the global market was launched in the first half of the year, the TrendForce Ji State Consultation believes that under the influence of Russia and Ukraine's geographical conflict, global super inflation, and Fed's currency tightening. Crossing, coupled with the impact of the epidemic, has greatly affected the three major sales areas (Europe, North America, and China), respectively.

What is more "difficult" is that such an optimistic situation continues. To this end, the TrendForce Ji State Consultation predicts that from the current situation, the reduction of consumer budgets will naturally be as good as expected, causing the inventory water level to rise sharply.

However, in a downward "green" trend, Hisense from China came out of a "win -win" curve.

The latest data of market research agency OMDIA shows that in the second quarter of 2022, Hisense TV's global shipments exceeded LG, ranking second in the world, second only to Samsung; global shipments and shipments ranked ranked No. 1 in Chinese brands. First, continue to lead.

What is even more surprising is that Hisense's overtaking is not because it is slower than other brands, but it is obtained by actual positive growth. Investigation data show that due to the tightening of global epidemic and demand, since 2020, the top three brands in the ranking rate have maintained continuous growth. Judging from the data of the second quarter of 2022, global shipments decreased by 11%month -on -month, while Hisense shipments increased against the trend by 5%, and shipments increased by 1.9 points month -on -month. It is the largest brand in the world. At the same time, Samsung's shipments decreased by 24%month -on -month, the shipment share fell 3.2 points, LG shipments decreased by 17%month -on -month, and the shipment share fell 0.8 points.

Three breakthroughs "crisis" are "machines"

This story is always exciting. At the same time as excited, a question can't be turned: What did Hisense do right?

"Behind the sharp decline in the industry's scale is the new opportunity brought by technology renewal, high -end market capacity expansion, and product structure adjustment." This is the expression of Hisense video in the semi -annual report of 2022. In fact, this expression also clearly answered a clear answer. Hisense finds the three breakthroughs of the "machine" in the "danger", namely "technology", "high -end market" and "product structure".

On the technical side. It is unswervingly promoting the product to the high -end and forming a differentiated advantage through technology accumulation. It is what Hisense has always been doing.

In recent years, Hisense has taken the core picture quality of the TV as the starting point, adhered to technical driving and pursuit of ultimate picture quality, and firmly occupied high -end high -screen highs. In the field of LCD TVs, Hisense Application ULED technology has achieved more fine partitions and more accurate light control, making the picture show better light and dark levels and rich details. In the field of laser TV, Hisense is the only brand that achieves full -color laser TV with full -color TV. The number of laser TV patents is the world's first; in the chip field of core technology, Hisense has launched 5 generations of image quality chips. China is the first in China in January this year. A self -developed 8K AI image quality chip represents the highest processing capacity of a domestic single -quality chip. In 2021, the Hisense Smart Voice Team allowed China Smart TV to have its own overseas voice assistant for the first time to fill the industry's technology gap. At present, it can "understand" 25 foreign languages. Essence Earlier, most Chinese television brands can only use Google's Google Assistant, Amazon's Alexa and Samsung's Bixby overseas.

"High -end market". According to the omni-channel monitoring data of Aowei Cloud Network, from January to July 2022, Hisense Television's high-screen market retail sales and retail volume of large-screen markets in 65+, 75+, 80+, 100+and other large-screen markets ranked first, of which of which, among which of which, of which, of which, of which, the retail volume was ranked first. Among them 65+, 75+, 80+market retail sales share of 23%, 26%, and 28%, respectively, leading the second place of more than 7 percentage points, the market retail sales share of 100+ market reached 65%, and 43 ahead of the second place leader. The percentage point is achieved in the continuous innovation leadership of the high -end large -screen market. In terms of "product structure". The various brands of Hisense are clear and clear. Hisense, Toshiba, and VIDDA brands focus on mid -to -high -end quality users, high -end quality families, and young self -perspective users, and their marketing strategies are accurate.

At the same time, Hisense has become a leading leader in the global market's head brand, which is inseparable from its precise "prediction" of its global color TV market demand; using sports marketing strategies to create quality images in the European and American markets, and use more and use more. The brand strategy has achieved more accurate customer targetedness; it has relying on the strategic policy of high -end large -screen for many years, and has formed an effective resonance with this year's color TV consumption "tall" trend.

The competition in the color TV industry has changed from the competition of single products and single production factors to competition in vertical industry chain. Driven by the C -terminal consumption upgrade, the era of a product in the world has passed, and the competition between television companies has evolved into a competition that can meet the needs of different consumer scenarios. This requires companies to have a more comprehensive vertical industrial chain Ecology.

In the accumulation of basic display capabilities in 53 years, Hisense has established a long -distance industrial chain with chips, core devices, software, display technologies, cloud platforms and application services as its core. It is one of the few companies in China that have this capability. This provides solid technical support for Hisense's launch of continuous differentiation display solutions.

"No huge historical disaster is not compensated by historical progress." It is not only the art of dialectical thinking, but also the great wisdom of the survival, development and rejuvenation of the Chinese nation. Hisense TV's adversity breakout is the real reflection of this "danger" and "machine" dialectical thinking. "Challenge is unprecedented, deal with, and opportunities will be unprecedented."

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