1 thought on “Number reading · 2020 Hunan Home Appliances ③”
Salvatore
Editor’s note: 2020 is undoubtedly a difficult year for the home appliance industry. At the beginning of the year, the new crown pneumonia’s epidemic caused the home appliance industry to go through a “dark moment”, but the new market opportunities followed. A vigorous drama of a vigorous quality consumption upgrade of home appliances was opening. Time does not speak, but “counting” can be said. From now on, Red Net launched a series of “Reading · 2020 Hunan Home Appliances” series reports to in -depth interpretation of the Hunan home appliance market in 2020. [Related reading] The epidemic impacts the home appliance market in 2020, and the color TV industry is also reshaping. Awei Cloud Network data shows that in 2020, the retail volume of the Chinese color TV market reached 44.5 million units, a year -on -year decrease of 9.1%, and the retail volume was 120.9 billion yuan, a year -on -year decrease of 11.7%. But at the same time, with the rise in upstream raw materials, and the addition of new technologies, new gameplay, and new brands, the volume and price of the color TV industry has ushered in a turning point. In the Hunan market, affected by the epidemic, the frequency of TVs has further improved. In the context of consumer demand and product upgrade, the number of related companies in Hunan color TVs increased. Enterprise investigation data shows that 445 companies related to color TVs in Hunan Province, accounting for 2.3%of the country’s total. Among them, in 2020, there were 74 newly -registered color TV companies in Hunan Province, a year -on -year increase of 42.3%. The volume and price fell With the end of 2020, color TV data in the past year has also been announced. Hisense Video announced that in 2020 Haixin shipped more than 25 million terminal display products. According to Skyworth Group, from January to November 2020, Skyworth TV’s American performance increased by 96.8%compared with the same period last year, and online increased by 136.4%. According to the data released by TCL electronic, the sales volume of brand TVs in the fourth quarter of 2020 increased by 20.2%year -on -year to 6.61 million units; the cumulative sales volume of brand TVs in the year increased by 15.9%to 23.93 million units. Create a record high. Awei Cloud Network data shows that in 2020, the retail volume of the Chinese color TV market reached 44.5 million units, a year -on -year decrease of 9.1%, and the retail volume was 120.9 billion yuan, a year -on -year decrease of 11.7%. Among them, the epidemic broke out in early 2020, and in the first quarter of the color TV industry, the scale of the color TV industry fell by 20.1%; the scale recovery in the second quarter increased by 3.9%; the price of panels entered a new round of rising channels in June; Rat 19.4%. Ovi Cloud’s analysis believes that the color TV industry is changing from the new demand for incremental markets and the demand for secondary purchase to the renewal of the stock market. It is expected that the Chinese color TV market in 2021 is still in the consolidation period. The scale of retail volume will reach 43.96 million units, a year -on -year decrease of 1.2%. The price war has improved. The market regression structure will improve. Essence Stio -product In early 2020, the epidemic opened the “House Home” model of the people. Social TVs that support online video calls continuously unlock the living room application scenarios, and multiple brands have also entered social TV tracks. At the end of last year, Huawei launched a new generation of smart screen S series, which focuses on social functions and supports 1920*1080 resolution video calls. And Hisense launched a new generation of social TV, supporting 1,000 square meters of video calls … Aviyun.com data shows that the product socialization, intelligence, and large -screen continued. , Increased by 1.5 inches from 2019. In addition, gaming TV has also become a new growth point. Public data shows that the sales revenue of the Chinese game market in 2020 reached 278.7 billion yuan, an increase of 47.8 billion yuan in 2019, an increase of 20.7%year -on -year. The number of Chinese game users reached 670 million, an increase of 3.7%year -on -year. Hisense, Sony, Konka, Skyworth, TCL, Changhong and other companies released gaming television alone in 2020. Market analysis believes that the concept of gaming and television is hot, becoming a fit point connecting the two billion markets connecting “games” and “TV”, which will provide an incremental point for the development of the color TV industry in 2021. The price increase and “price reduction” In 2020, with the reduction of Korean panel manufacturers, and the reduction of major panel companies in the early stage of the epidemic outbreak, the supply of mid -to -mid panels has tightened, and the price of panels has entered a rising channel. Multiple color TV companies have announced that the price increase of the product is to offset the pressure brought by the price of panels, and the price increase is particularly obvious in the online market. Taking 55 -inch color TV as an example, data from the National Household Electric Industry Information Center showed that the average price of online market products in June was 1953 yuan, and the average price in November had risen to 2517 yuan. Similarly, 65 -inch color TVs with an average online price of 3350 yuan in June, the average online price rose to 3789 yuan in November. It can be said that the promotion price of 618 this year has become history. is the price increase of popular products, and the other side is the price reduction of high -end products. Some large -scale TVs that were previously existed as luxury goods -levels reduced prices as the supply of large screen panels increased. Taking 85 inches as an example, the average price of online and offline markets at the beginning of the year was more than 20,000 yuan and 23,000 yuan, respectively, and in November, it has fallen to the range of 13,000 yuan and 18,000 yuan, respectively. The maturity of the upstream and downstream industrial chain of laser TVs this year has further lowered the market price. According to data from the National Household Electrical Appliance Industry Information Center, the offline average offline price in the third quarter was 17,148 yuan, a decrease of 25%over the same period last year. What is even more amazing is 8K TVs, 8K TVs that run into the consumer -level market. The average market price in the third quarter decreased by 44%year -on -year, and the market share increased from 1.3%to 3.3%during the same period. The general trend of consumption upgrades is unstoppable. The price of high -end products has accelerated the further popularization of new products. 5G 8K and new players . At the same time, due to the introduction of 5G, the popularity of 8K TVs has further accelerated this year. Changhong, Konka, Skyworth, TCL and other companies have launched new models with 5G 8K as a selling point. According to the data of Ovi Cloud, the sales of 8K TVs in China in the first half of 2020 increased by 462.6%year -on -year. In terms of panel display technology, OLED display technology is more valued, but new display technologies such as MINI LED and Micro LED have also begun to land. Brands such as TCL and Samsung have launched LCD TVs with MINI LED backlight. It is expected that MINI LED technology will develop rapidly in 2021. The shipment will increase from 500,000 units in 2020 to 8.9 million units in 2021. A year -on -year increase of about 17 times. Although there are not many ups and downs in the color TV market, many new players pour in, making competition more intense. Huawei, Honor, and OPPO have successively entered this year. Cross -border TV seems to have become a “compulsory course” for each mobile phone brand. However, compared to Hisense, Xiaomi, Skyworth, TCL and Sony’s competition for market share, the newly entered mobile phone brand TV is more like a part of their own AIOT ecosystem. By attacking the center of the family living room, consumers are forced to consume continuous consumption. And generate ecological dependence. In 2019, AIOT TV’s market share was only 1%, and this year, the cumulative retail volume share of AIOT TV has reached 18%. In addition to the improvement of hardware, the convenience of connection will be the decisive factor that determines the future direction of color TV.
Editor’s note: 2020 is undoubtedly a difficult year for the home appliance industry. At the beginning of the year, the new crown pneumonia’s epidemic caused the home appliance industry to go through a “dark moment”, but the new market opportunities followed. A vigorous drama of a vigorous quality consumption upgrade of home appliances was opening. Time does not speak, but “counting” can be said. From now on, Red Net launched a series of “Reading · 2020 Hunan Home Appliances” series reports to in -depth interpretation of the Hunan home appliance market in 2020.
[Related reading]
The epidemic impacts the home appliance market in 2020, and the color TV industry is also reshaping.
Awei Cloud Network data shows that in 2020, the retail volume of the Chinese color TV market reached 44.5 million units, a year -on -year decrease of 9.1%, and the retail volume was 120.9 billion yuan, a year -on -year decrease of 11.7%. But at the same time, with the rise in upstream raw materials, and the addition of new technologies, new gameplay, and new brands, the volume and price of the color TV industry has ushered in a turning point. In the Hunan market, affected by the epidemic, the frequency of TVs has further improved. In the context of consumer demand and product upgrade, the number of related companies in Hunan color TVs increased. Enterprise investigation data shows that 445 companies related to color TVs in Hunan Province, accounting for 2.3%of the country’s total. Among them, in 2020, there were 74 newly -registered color TV companies in Hunan Province, a year -on -year increase of 42.3%.
The volume and price fell
With the end of 2020, color TV data in the past year has also been announced. Hisense Video announced that in 2020 Haixin shipped more than 25 million terminal display products. According to Skyworth Group, from January to November 2020, Skyworth TV’s American performance increased by 96.8%compared with the same period last year, and online increased by 136.4%. According to the data released by TCL electronic, the sales volume of brand TVs in the fourth quarter of 2020 increased by 20.2%year -on -year to 6.61 million units; the cumulative sales volume of brand TVs in the year increased by 15.9%to 23.93 million units. Create a record high.
Awei Cloud Network data shows that in 2020, the retail volume of the Chinese color TV market reached 44.5 million units, a year -on -year decrease of 9.1%, and the retail volume was 120.9 billion yuan, a year -on -year decrease of 11.7%. Among them, the epidemic broke out in early 2020, and in the first quarter of the color TV industry, the scale of the color TV industry fell by 20.1%; the scale recovery in the second quarter increased by 3.9%; the price of panels entered a new round of rising channels in June; Rat 19.4%. Ovi Cloud’s analysis believes that the color TV industry is changing from the new demand for incremental markets and the demand for secondary purchase to the renewal of the stock market. It is expected that the Chinese color TV market in 2021 is still in the consolidation period. The scale of retail volume will reach 43.96 million units, a year -on -year decrease of 1.2%. The price war has improved. The market regression structure will improve. Essence
Stio -product
In early 2020, the epidemic opened the “House Home” model of the people. Social TVs that support online video calls continuously unlock the living room application scenarios, and multiple brands have also entered social TV tracks. At the end of last year, Huawei launched a new generation of smart screen S series, which focuses on social functions and supports 1920*1080 resolution video calls. And Hisense launched a new generation of social TV, supporting 1,000 square meters of video calls … Aviyun.com data shows that the product socialization, intelligence, and large -screen continued. , Increased by 1.5 inches from 2019.
In addition, gaming TV has also become a new growth point. Public data shows that the sales revenue of the Chinese game market in 2020 reached 278.7 billion yuan, an increase of 47.8 billion yuan in 2019, an increase of 20.7%year -on -year. The number of Chinese game users reached 670 million, an increase of 3.7%year -on -year. Hisense, Sony, Konka, Skyworth, TCL, Changhong and other companies released gaming television alone in 2020. Market analysis believes that the concept of gaming and television is hot, becoming a fit point connecting the two billion markets connecting “games” and “TV”, which will provide an incremental point for the development of the color TV industry in 2021.
The price increase and “price reduction”
In 2020, with the reduction of Korean panel manufacturers, and the reduction of major panel companies in the early stage of the epidemic outbreak, the supply of mid -to -mid panels has tightened, and the price of panels has entered a rising channel. Multiple color TV companies have announced that the price increase of the product is to offset the pressure brought by the price of panels, and the price increase is particularly obvious in the online market. Taking 55 -inch color TV as an example, data from the National Household Electric Industry Information Center showed that the average price of online market products in June was 1953 yuan, and the average price in November had risen to 2517 yuan. Similarly, 65 -inch color TVs with an average online price of 3350 yuan in June, the average online price rose to 3789 yuan in November. It can be said that the promotion price of 618 this year has become history.
is the price increase of popular products, and the other side is the price reduction of high -end products. Some large -scale TVs that were previously existed as luxury goods -levels reduced prices as the supply of large screen panels increased. Taking 85 inches as an example, the average price of online and offline markets at the beginning of the year was more than 20,000 yuan and 23,000 yuan, respectively, and in November, it has fallen to the range of 13,000 yuan and 18,000 yuan, respectively. The maturity of the upstream and downstream industrial chain of laser TVs this year has further lowered the market price. According to data from the National Household Electrical Appliance Industry Information Center, the offline average offline price in the third quarter was 17,148 yuan, a decrease of 25%over the same period last year. What is even more amazing is 8K TVs, 8K TVs that run into the consumer -level market. The average market price in the third quarter decreased by 44%year -on -year, and the market share increased from 1.3%to 3.3%during the same period. The general trend of consumption upgrades is unstoppable. The price of high -end products has accelerated the further popularization of new products.
5G 8K and new players
. At the same time, due to the introduction of 5G, the popularity of 8K TVs has further accelerated this year. Changhong, Konka, Skyworth, TCL and other companies have launched new models with 5G 8K as a selling point. According to the data of Ovi Cloud, the sales of 8K TVs in China in the first half of 2020 increased by 462.6%year -on -year. In terms of panel display technology, OLED display technology is more valued, but new display technologies such as MINI LED and Micro LED have also begun to land. Brands such as TCL and Samsung have launched LCD TVs with MINI LED backlight. It is expected that MINI LED technology will develop rapidly in 2021. The shipment will increase from 500,000 units in 2020 to 8.9 million units in 2021. A year -on -year increase of about 17 times.
Although there are not many ups and downs in the color TV market, many new players pour in, making competition more intense. Huawei, Honor, and OPPO have successively entered this year. Cross -border TV seems to have become a “compulsory course” for each mobile phone brand. However, compared to Hisense, Xiaomi, Skyworth, TCL and Sony’s competition for market share, the newly entered mobile phone brand TV is more like a part of their own AIOT ecosystem. By attacking the center of the family living room, consumers are forced to consume continuous consumption. And generate ecological dependence. In 2019, AIOT TV’s market share was only 1%, and this year, the cumulative retail volume share of AIOT TV has reached 18%. In addition to the improvement of hardware, the convenience of connection will be the decisive factor that determines the future direction of color TV.