In contrast to Japanese household electrical appliance companies suffering from "winter", in 2015, domestic smart TV circles became turbulent, and Internet companies constantly waded into the water, from the old and new brands to the infighting, to OLED, ULED, curved surface, ultra-thin, split, etc. Cutting-edge technologies have emerged and the industry trend has been on the rise. Ovid Cloud Network (AVC) data also showed that in 2015 China's color TV market retail sales volume was 46.74 million units, an increase of 4.8% year-on-year, retail sales scale of 157.2 billion yuan, an increase of 7.5%. Among them, the number of surface-mounted TVs that surged in just two years surged tenfold, accounting for 1.9% of the models listed in the 15th year, and the market penetration rate was 2.9%, which will reach 1.5 million units throughout the year.
Although curved TV was first released by Sony, it is clear that the penetration rate of the Korean brand market is even higher. According to IHS DisplaySearch data, the share of Samsung in global curved TV from April to June last year was as high as 80.7%, and the domestic share also reached. 68%. At the same time, Ovid Cloud Network (AVC) data shows that as of the end of 2015, the north surface Guangzhou Guangshen surface television penetration rate has reached 25.6%, of which more than 65 inches of television coverage has reached 50%, especially Samsung curved surface television in the market It is up to 74%. There is no doubt that Samsung has an absolute leading edge in the field of curved television, but with the influx of domestic brands, more traditional TV brands and Internet TV brands have begun to enter curved TV.
Although Samsung has top-notch technology on curved surface televisions, it is not unusual in terms of brand and experience. However, because the price of tens of thousands of dollars can only be based on the high-end market, according to the current economic conditions, there is still a long distance from popularization. distance. At the same time, domestic brands Hisense, Konka TCL, as well as music, cool open, etc. have introduced curved surface products, although in terms of products, technology and other aspects are less than Samsung's curved surface television, but they have a certain advantage in terms of price.
The large-screen curved TV in the past gives people the impression that only in the high-end TV will appear, but in fact with the increase in shipments and the maturity of the technology, the increase in purchases indicates that the overall price of curved TV has begun Gradually reduce the popularity. Although in terms of overall sales and attention from the point of view, the market share of curved TV is rising year by year, but after being encircled by Samsung, there is only nearly three levels of market space, how domestic brands stir the remaining half-pool spring.
Traditional TV brands have considerable advantages in hardware manufacturing, but also have the ability to mass-produce large quantities. On the contrary, mass production of Internet TV brands has become a big problem. After music is regarded as an example, after vigorously publishing over 4 Max 65 Curved, However, the engineering machine has been the object of sale, and after the release of the delayed sale, the official claimed that due to problems in the screen supply chain, resulting in delayed sales, and has not given specific opening time. Now that two months have passed, LeTV Surface TV is still a "bounced TV."
The millet that has always been regarded as music rivals, from the "young people's first mobile phone" to "the young man's first television," rises in the cost performance, the brand's influence can not be underestimated, and when the first release Taiwan's young people have the ability to buy curved TV, which naturally falls on Xiaomi. It is reported that on March 23, Xiaomi will release a 65-inch curved screen TV, and the smell of dead smoke will gradually increase.
Millet conference poster
When various brands have been reluctant to release surface products, this has spawned a problem: the significance of Internet TV brands launching curved TV.
Enter at a low price and open up the market
The Internet TV brands have risen below the industry's price point, and the ecological chain of service + content has broken down the traditional business model of hardware-based profitability. This low-cost impact is difficult for consumers to control. With the further maturation of the production process of the curved panel and the further reduction of the unit price, after 2016, the curved TV may become the direction of these Internet TV brands. From LeTV, Coolo to Xiaomi, LED to OLED, the innovation in curved TV technology provides perfect carriers for companies including Internet technology to realize their product ideas. Internet TV companies will also provide curved display panels. , usher in a new round of renewal and growth. In 2016, curved TV outlets will soon break out.
Form a curved camp to promote market innovation
When the market was opened, the television industry gradually showed a new pattern. The demand for curved television will rise sharply, and the most fundamental source is the ability of consumers to purchase. At present, most LED curved TVs on the market have high prices, OLEDs are still criticized, and consumers have doubts about the concept of curved TVs. When the air outlet is opened, curved television will fly into the homes of ordinary people like flat-panel TVs under the premise of ensuring the quality of experience.
Promote industry maturity and realize mass production scale
Of course, the prerequisite for the completion of the industry and the camp is to achieve large-scale production. With the advent of domestic Internet TV brands pushing curved surface TVs, curved TVs will leave more room for production and cost control. The production technology of curved panels may even spread to the hands of powerful domestic manufacturers. To further promote the production and technological progress of curved TV. Then the domestic brands will not affect the production due to the problems of the upstream chain, and because the cost control is effective, the product prices will also be tempting.
This is a virtuous cycle, but the successful opening of the outlet or only open a gap to see the performance of Xiaomi this time.