Get out of the price war to bind the domestic color TV to go out to lay the industry

With an annual output of 40 million units, the share of Chinese TV companies in the domestic market has reached 80%. This is the most frequently cited data in the domestic color TV industry, compared to the monopoly of Japanese brands in the 1980s and 1990s. At present, Chinese color TV manufacturers have completely occupied the domestic market.

However, in the global market, I am afraid it will not be so strong. Although China is the world's largest TV market, Samsung, LG and Sony occupy half of the global color TV market.

The big, not strong foundries look at the 2011 data published by Displaysearch. It should be said that from the quantitative point of view, TCL, Hisense and Skyworth are in the top ten, but they are also at the end of the top ten, and in proportion Is a single digit. The top three are firmly occupied by Samsung, LG, and Sony. Compared with the domestic market, they are obviously weak.

However, corresponding to the above data, China's color TV shipments in 2010 were 118 million units, accounting for 49% of global shipments, of which exports accounted for 57%. Behind the high export volume of China's color TV sets, foundry business is one of the important contributors, which is the hard saying of China's color TV's own brand.

Big but not strong, is the status quo of domestic color TV, even if it is less than foreign markets. The seemingly absolute advantage of the domestic market, in fact, in the more lucrative high-end market, is still based on Japanese and Korean brands. At present, China's color TV industry still has serious product homogeneity, which at the same time also throws out the question of whether it is necessary to strengthen marketing efforts or to open up another road. More stay in the low-price "price war" stage.

Price war is not a long-term strategy In the panel area, domestic TV companies have previously purchased television panels from South Korea, Japan and China's Taiwan. This in itself has weakened their discourse power over cost control and is subject to people. However, with Chinese panel companies BOE, FVO and TC building new large-scale plants, domestic companies can purchase panels in the country at a lower price in the future.

At the same time, the news that the domestic will increase the panel import tariffs has also given the domestic TV companies a strong incentive, and at the same time it has increased the confidence of domestic panel companies. This will, to a certain extent, increase the product cost of imported brands and encourage more companies to adopt local panel products to achieve a multi-carving effect.

In recent years, Japanese traditional electronic brands are undergoing a transition period, and the trend of shifting orders to Chinese companies has become increasingly apparent, including cooperation with Chinese companies and OEM OEMs that have become a trend. Therefore, after 2010, TCL, Konka, Skyworth, etc. have expanded the ratio of OEM, TCL chose to form an alliance with Toshiba, TCL production base ODM commissioned processing Toshiba TV. It can be said that OEM has become the first step for Chinese brands to go overseas.

However, the foundry is not a strong long-term solution. The future of OEM will not become a major strategy, but the key is to become a brand, and at the same time, the products will enter the high-end market of core competition.

In order to compete with well-known companies such as Samsung and Sony on the same stage, we must work harder and harder on the industry chain. Whether it is the vertical industrial chain or the horizontal industry chain of content services, it must be further deepened.

In order to penetrate into foreign markets, external factories have become the choice of many companies. Hisense announced in early November last year that it will establish a joint venture with a local company to establish a television factory in Rio Grande, Argentina. The LCD TV produced by this factory will be sold in South America. In addition, Hisense plans to build a sales base in Egypt to enter the African market. Hisense also announced in early August last year: "It will be among the top three in the world in eight years."

At the same time, in the second half of last year, the concept of intelligentization has become popular, giving domestic TV a new opportunity. However, a strong opponent has entered, and the domestically produced color TVs that have entered the concept of “cloud television” before the opponent are still faced with a grim situation. They are free from the price war of “killing the enemy for 10,000 yuan since the loss of 8,000 yuan” and are truly from technical research and development. The application of layout efforts is the basis for the stability of domestic color power stations and their opponents to seize the market.