Since the end of last year, the rise of raw materials has brought price pressure to the home appliance market. Among them, in the case of panels, copper foil, glass fiber cloth, epoxy resin and other raw materials, China's color TV offline sales price increased nearly 30% year on year. It is worth noting that the sales volume of color TV shows a trend of declining in the case that the quantity and price of multi-categories of home appliances are rising together.
Reporters learned that in order to promote sales, the major manufacturers have laid out "large size", new technology track, but some industry insiders pointed out that many new technology is still facing the problem of immature technology, high cost.
Upstream raw materials rise color TV price tide or to the end of the year
"Color TV prices have gone up recently." On April 25, the reporter learns when visiting Haizhu area a home appliance sells, since this year, as the price of raw material rises, the price of all kinds of home appliance goods all rises somewhat, color TV is no exception. As of mid-April, the average offline price of color TV in China has increased by 1,053 yuan, or nearly 30%, compared with the same period last year, and the average online price has increased by nearly 39%, according to Orvyun.com. The personage inside course of study thinks, color TV average price rises, wait for reality situation inseparable with panel and so on upstream material and spare parts are in short supply.
From the point of view of the panel market, since May 2020 to March this year, the upstream of the color TV LCD panel has been rising for 11 months in a row, becoming the history of the longest, the largest range of price cycle. According to reporters, market analysis is generally believed that this trend in the short term will not appear significant adjustment.
In addition to TV panels, the price of copper foil, glass fiber cloth, epoxy resin and other raw materials rose, driving PCBA mold composition. In addition, the United Power Hsinchu plant power failure, Japan's Fukushima earthquake, Dezhou snowstorm power outage and other accidents frequently aggravate the supply shortage of chips, memory, flash memory supply is also urgent. "These industry chain material general situation does bring a lot of cost pressure to the retail end." Industry insider Zhang Liangjun said.
In the face of rising costs, the major color TV brands have made different strategic adjustments. Reporters learned that a lot of TV manufacturers in the near future announced price increases. Xiaomi, which has topped the Chinese market in terms of color TV shipments for eight consecutive quarters, released a price adjustment note on April 8. Reporters learned that only two months after the launch, the price of Redmi Max 86-inch has risen to 9,999 yuan, an increase of 2,000 yuan compared with 7,999 yuan. It is understood that TCL also announced in March to raise the price of TV products and said the overall increase will be between 5% and 8%. In addition, Sony, Samsung and other foreign brands have also joined the price hike. In March, Skyworth TV launched its 88-inch high-end OLED TV W92 at an initial price of 199,999 yuan. On April 25, the reporter browsed the official brand store of an e-commerce platform and found that the price of the product had been raised to 218,888 yuan. Industry experts pointed out that the rising price of color TV sets will last until at least the end of 2021.
It is worth noting that the color TV market is currently facing price increase does not increase the embarrassing situation. China sold 9.9 million color TV sets in the first quarter of 2021, down 0.6 percent from the same period last year and down 20.5 percent compared with the first quarter of 2019, data showed. Color TV became the only category in which sales declined year on year.
Zhang Liangjun's analysis mainly includes the following factors: the continuation of the epidemic's impact on the industry; Mobile phones, tablets and other products into the lives of consumers, the demand for color TV decreased.
Brand to large size, new technology and other layout adjustment for development
In order to stimulate sales, the reporter noted that, at present, each big color TV manufacturers are adjusting their business strategy, by "price war" to "structure war", in product structure and technical structure and other aspects to respond.
First of all, the size of color TV is developing towards larger size. In the first quarter of 2021, sales of small and medium size TV sets under 55 inches fell 8.6 percent year on year compared with 2020, the biggest decline among all color TV sizes, while sales of TV sets over 65 inches increased 11.1 percent year on year, the data showed.
In the face of this situation, manufacturers actively layout "large size" track. The market is expected that the demand for large-size color TV sets will continue to grow in the next five years, and the product structure will also be upgraded toward the direction of "75 +" large-size.
In addition, insiders told reporters that the current LCD (liquid crystal display) panel product prices rise, to the price of OLED, laser, QLED, 8K and other technology products to the downside of the trend has brought more space. On April 14, BOE disclosed a question-and-answer list of its annual results online presentation. For the new production line planning, BOE said there is no new LCD panel plans. And just the day before, TCL Technology said that "the growth rate of the supply side of the whole industry has slowed down significantly, and the supply and demand structure remains stable", and there are very strict restrictions on the new LCD investment.
The reporter learned that the current market color TV panel is mainly divided into LCD panel and OLED panel. Overev predicts that shipments of OLED TVs will grow significantly in 2021 to 6 million units and penetration rate will rise to 2.6 percent, with the Chinese market likely to reach about 300,000 units.
However, in the process of market research, industry insider Teng Gang told reporters that the current LCD technology is mature, low cost and more suitable for the development trend of large screen, with the current price level of OLED panel, it is difficult to open the market in the short term. "At present, the more cost-effective or LCD screen products." "Teng Gang said.
