Laser TV volume and price fell, and product innovation is the way out?

The end of the first half of 2022, the TV market can be described as half -mixed.

What is worried is that after the market's worst 2021, the overall weakness did not show signs of weakness. According to the data of Ovi Cloud Network, the size of the omni -channel retail volume in the first quarter of 2022 in the Chinese color TV industry was 8.831 million units, a year -on -year decrease of 10.8%; the scale of retail sales was 27.7 billion yuan, a year -on -year decrease of 11.0%. The impact of macroex factors such as epidemic, war, and real estate decline, coupled with the cyclicality of the panel industry chain, leading to a downturn in the television industry as a whole, the volume and price fell.

The worst is the category of laser TV. According to the Home Appliances Consumer Network, Zhongyikang data shows that the retail volume of laser TV online in the first half of 2022 (January-June) was 8,905 units, a year-on-year decrease of 24.1%, and the retail sales were 119.3 million yuan, a year-on-year decrease of 32.5%. Offline retail volume was 27,68,800 units, a year -on -year decrease of 13.8%, and retail sales were 4374.5 million yuan, a year -on -year decrease of 18.1%.

According to the data of Ovi Cloud Network, the compound growth rate of laser TV from 2015 to 2020 reached 181%. Entering the growth of laser TV in 2021 still continues. According to the "Chinese Laser TV Market Analysis Report" released by RUNTO, in 2021, the shipments in the Chinese laser TV market in mainland China reached 280,000 units, an increase of 31.9%year -on -year. 4.7 billion yuan, a year -on -year increase of 27.7%.

By 2022, the laser TV market turned sharply. Loto Technology data shows that in the first quarter of 2022, the shipments in the Chinese laser TV market were 44,000 units, a decrease of 3.6%year -on -year, which was the first time in the past two years. Loto Technology analysis believes: "This has a lot to do with the current epidemic management. The first quarter itself is a off -season for consumption. In addition, in the first quarter The attitude and behavior are more rational, and they start to choose to shop on demand and reduce unnecessary expenditure. "Some industry analysts pointed out that the decline in laser TV is only temporary in the first quarter. Laser TV encountered a" slight decline in sales "in the first quarter. "It was just a car encountered a slowdown belt on the highway, which made the driver sober in order to move forward quickly."

Judging from the report of the media, the decline in laser TV has not been braked in the second quarter, but has a trend of further deterioration. So why do laser TVs fall together?

1. The impact of the macro environment cannot be ignored.

The economy of the epidemic is heating up. Theoretically, people's houses have more houses and have stronger demand for TV, but this is not the case in the long run. One is the extension of key events such as the Olympic Games and the World Cup. It is weakened. This is the same as the downturn. It is not just that the days of food and food are difficult, but the takeaway has not actually increased; the second is that economic weakness and other issues have caused people's consumption budget to be reduced. In addition, the real estate decline cycle Fack people who buy a house and change the house have extended the update cycle of the TV. As a result, the TV market is weak as a whole, and it is difficult for laser TV to set off.

2. High product costs directly affect sales.

LCD panel industry is cyclical. After the epidemic in 2020, the cost of LCD TVs was affected by a small number of cores, and the cost of television from 2020 to 2021 increased by more than 50%year -on -year. At this time, the short boards with high laser TV costs were not obvious. However, in the second half of 2021, with the increase in the supply of the LCD panel industry, the cost of panels began to decline. In 2022, the market continued to weaken. It has continued to decline nearly 6 months. It is still declining in June, but the decline has narrowed. In such an industrial chain environment, the TV industry as a whole is in the "price war". Ovi data shows that the price decreases of key dimensions in the online market of the Chinese color TV market in 1-13 weeks in 2022, of which 85 inches decreased, reaching reaching 26.5%, 39/40 inches decreased by 24.2%.

On one side is the continuous price reduction of LCD TVs, and on the other hand, the cost of laser TV is high. Although laser TVs are also cutting prices, because of the lack of the scale effect of the panel industry, the price reduction is far less than the liquid crystal, so the cost of cost is still obvious.

According to the data of the "Chinese Laser TV Market Analysis of the China Laser TV Market", in the first quarter of 2022, the average price of Mainland Laser TV terminal retail was 14,800 yuan, a decrease of 15.4%from the same period last year. According to the latest media reports, the price of laser TV in the first half of 2022 also showed a decline. The average price of online laser TV in January this year was 13.50.15 million yuan, and the average price of June was 13,400 yuan. The average price of offline laser TVs in January this year was 16.82 million yuan, which was reduced to 15.805 million yuan in June. However, the price of up to tens of thousands of yuan after the price is reduced, which still makes many consumers discourage.

In the current environment, high -priced products are becoming more and more passive. One is that the industry atmosphere is a "price war". The prices of all -sized products cannot be played without playing; the second is the sluggish consumption. keep. LCD TVs have reduced prices due to the decline in panels, but the laser TV industry chain does not have such a characteristic. The price reduction space can only come from its own market size expansion, but now the industry is declining and the market share is small.

3. The technical characteristics of the product have encountered fierce challenges. When the market environment is good, more players have a chance. When the market environment is not good, competition is more and more heated. Different brands, different products and different technologies will be more direct. Who is better for laser TV and LCD TVs has always been a controversy in the television industry. In fact, different technologies have their own advantages and disadvantages. For example, laser TV claims that it has the advantage of "big size". For example, 120 -inch LCD TVs used to be tens of thousands or even 100,000+, and the elevator was difficult to enter the household, while laser TV was relatively flexible; The LCD TV emphasizes its advantages such as "good picture quality, high face value, wide applicable space, and price -friendly" and other advantages. For example, unlike laser TVs need to pull curtains and turn off the lights to get a better picture quality experience, for example, it is possible to be available. Through wall hanging, it is easy to install in small spaces such as bedrooms. Now the problem facing laser TV is that the advantages it once has weakened, because large -screen TVs have begun to popularize, and invaded the "large size" that laser TV was once good at 80+ size fields.

In recent years, the bigger the LCD TV screen has sold better, the better, and the large -screen and large screen TVs are particularly fierce. According to Zhongyikang's 2022 H1 industry oversized TV online and offline trend report, Super Large TV has been singing all the way since January this year. 100 million. Ovi Cloud Network data shows that the proportion of large -scale product retail volume is growing, especially 75+ is the fastest market segment of the entire market.

Since the beginning of this year, Chao Large TV has become the main theme. The head brands have released new products such as 98 -inch giant screen TVs, mainly LCD TVs, and the price is getting more affordable. In early April The "bottom price" in the history of Yuan was a price butcher. Later, Thunderbird, Cool Kai, etc. followed up the "bargaining", and the waves of the 98 -inch color TV were pulled to the price of 16000+ yuan.

In the past, the price of LCD super -screen TVs was too high. Many people could only buy laser TV to get a large screen giant screen experience, but in the long run, LCD TV continued to reduce prices. The competitiveness itself will only cause laser TV to be passive. Therefore, the difference in product experience caused by the technology itself is not discussed. Ultra -large -screen LCD TVs are accelerating the popularization of price wars, which will inevitably squeeze the market space of laser TV.

According to the latest media reports, in June, laser TV online retail volume accounted for 0.1%of the color TV market and 0.5%of the retail sales share; offline retail volume accounted for 1.4%of the color TV market, and the retail sales share was 4.2%. The proportion is difficult to count as the mainstream.

In fact, the LCD overshoot vision products have shown a glorious weather, that is, 98 -inch TV. Although the size can not reach a 120 -inch laser TV, more than 97%of the comprehensive household rate, audio and video, intelligent and other advantages, which are more and more loved by users. Comprehensive data shows that in the first half of 2022, 98 -inch TV online retail volume increased by 205.3%year -on -year, and the retail volume of offline market increased by 1036.1%year -on -year. From this set of data, it can be seen that the super -large -size smart TV with good picture quality is the quality. Selection of life.

In summary, the decline in laser TV may not be short -term. Whether the television market can be recovered after the epidemic depends on the recovery of the economy, especially the real estate industry. The laser technology of laser TV applications is very potential. However, the laser TV market will return to the growth track.

- END -