Recently, the “2017 China TV Market Semi-annual Summary Report†was released in the first half of the CRC 2017 color TV industry research. The report shows that in the first half of 2017, China's domestic color TV retail volume was 21.81 million units, a year-on-year decrease of 7.3%, and retail sales were 74 billion yuan, a year-on-year increase of 4.3%. Weng Zhenhua, general manager of AVC's Black Power Division, believes that the operating pressure of China's color TV market in the first half of 2017 is mainly reflected in the following four points: 1) The price hike in the upstream panel lasted the longest. From April 2016, the price increase of the panel became the most concern for the color TV industry. This price increase lasted until May 2017, which lasted 14 months. It is the history of the panel. The longest price increase process. The biggest impact on panel prices is small and medium size, especially 40†and 43â€. The average sales price of June 40, 2017 “FHD and 43†FHD rose by 20% and 18%, respectively. 2) The difficulty of operating under low profits is expected to be less than 1% in the color TV industry in the first half of 2017. In the low-profit format, the operation of the color TV set companies is more difficult. In the first half of 2017, TV companies’ capital pressure and personnel changes have continued to appear. Major color TV companies have also adopted strategies such as cutting costs and shrinking the front to cope with low profits. pressure. 3) The Internet dividend is dissipating. By the end of 2107, the penetration rate of Chinese Internet users in the first half of the year was 53.2%, a year-on-year increase of 2.9%, and the total number of Internet users had stabilized; in the first half of the year, the average length of Internet access per week was 26.4 hours, a year-on-year decrease of 0.1 hours. The time of the users of the Internet has been exhausted. In the first half of 2017, the retail volume of online color TVs was 7.68 million units, accounting for 35%, a decrease of 1 percentage point from the same period of last year. 4) The price war ended with "bitter fruits". In 2016, the color TV industry carried out 18 promotions of different scales, an increase of 6 times compared with 2015. Low prices as a weapon for promotion, especially as high-end products are more price-reducing, have succeeded in making consumers accept the concept that “you can buy a higher style at a lower price†and lower consumer price expectations. Weng Zhenhua said that despite the disappointment of the overall scale performance of the color TV industry, the highlights are still there, mainly reflected in the following five points: 1) The counterattack of foreign brands, according to AVC data, the market share of domestic traditional brands in the first half of 2017 was 69.1%, which was 0.3% lower than that of last year; the market share of Internet brands was 12.0%. This was a decrease of 4.0 percentage points from last year; the retail market share of foreign brands was 18.9%, which was a 4.3% increase from last year. Among them, Sharp's performance is particularly dazzling. According to AVC's omni-channel push total data, Sharp's retail volume in the first half of 2017 was 1.26 million units, an increase of 93.5% year-on-year. 2) Display technology Three intersections, OLEDs, quantum dots, and laser televisions are three different types of technologies that are rapidly developing on their own roads. According to AVC's omni-channel push total data, the market penetration rate of OLED TVs in the first half of 2017 was 0.2%, up 0.1% year-on-year. At present, the OLED camp in the Chinese market has expanded to six brands, including foreign brands. LG, Sony and Philips also have domestic mainstream brands Skyworth, Konka, and Changhong. In the first half of 2017, the penetration rate of home laser projector market was 0.1%, which was an increase of 0.07 percentage points from the same period of last year. The color TV brand Hisense actively deployed the home laser projection market, and the addition of brands such as Ai Luowei, Kansang, and Xiaomi once again enhanced the laser projection. Industry attention. According to the monitoring data of Ovid Cloud Network (AVC), the penetration rate of quantum dot TV in the first half of 2017 was 1.7%, 0.7% higher than the same period of last year. Currently, Samsung, Hisense, TCL, and LeTV's deep-growing quantum dot technology lead Samsung. Next, the next generation of electroluminescent quantum dots is coming. 3) From smart to artificial intelligence, in the first half of 2017, the penetration rate of smart TV reached 85%. In terms of functionality, basic conditions are provided for large-screen operations. Consumers' stickiness to smart TVs is increasing. The average daily operating rate in June is 44%, and the average daily time per terminal is 5.1 hours. TV applications such as video, games, education, and shopping are also more plentiful, such as the innovative applications identified in this conference: Galaxy Kiwi is a video application software integrated with IGI's full copyright content created by Galaxy Internet TV, Dangbei Smart TV. The application software is a software application aggregation platform provided by Hangzhou Dangbei Network Technology Co., Ltd. and Dream Football Manager application software is a game application created by Shanghai Shengjian Network Technology Co., Ltd. 2017 is also the first year of artificial intelligence TV. Many brands have launched artificial intelligence TVs in the first half of this year. 4) "Shape and Image" products have grown in contradiction, and consumption upgrade is the main theme of the Chinese TV market. Although the size of China's color TV market in the first half of 2017 has shown a downward trend, consumer demand for high-end differentiated TV products is still increasing. 5) Size growth continues to be the main theme for upgrade According to Ovid data, from the perspective of the size of China's retail market in the first half of 2017, the share of 55†grew fastest, up by 7 percentage points over the same period of last year, and the share reached 28.8%. 65†and above Large size has become a major battleground for brand operators. In the first half of this year, 93 new online and offline models were added, an increase of 38 and 13 over the same period of last year. The market share was 5.7%, an increase of 1.7. Percentage. For the color TV market trend forecast in the second half of 2017, Weng Zhenhua believes that in the second half of the year, panel price increases will be curbed and is expected to begin to decline in the fourth quarter. The drop in panel prices has eased the cost pressures of the whole machine companies to a certain extent, providing room for the year-end promotion of the color TV market in the fourth quarter. AVC expects that the size of the Chinese color TV market will reach 15.01 million units in the fourth quarter. Declined by 2.7%. The third quarter of 2016 was the focus of the day-to-day sales promotion of color TV brands. In the third quarter of this year, Internet brands were struggling to meet the challenge. The market size of color TVs is expected to be 11.11 million units, a year-on-year decrease of 7.0%. Overall, China's color TV market performed better in the second half than in the first half of the year, with a market size of 26.12 million units, down 4.6% year-on-year. In 2017, the total color TV market will reach 47.92 million units, down 5.8% year-on-year. 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