In 2016, the average price of the color TV industry fell sharply, and the volume increased, which made the color TV industry, which had a very low profit, worse. Although the industry's various manufacturers actively change their thinking, paid content, membership fees, advertising revenue, etc. become a new source of profit for the industry. However, the user's habit of paying for content still needs time to cultivate, the industry is fiercely competitive, and the price of the upstream panel is rising, and so on, which still compresses the profit margin of the industry. In 2017, with the improvement of the quality of the film source, the hardware has improved the screen display effect, and the trend of the screen size expansion of the color TV market is more obvious. In the past year, after the 55-inch outbreak, 65-inch may become the source of profit for the 2017 color TV industry.
User income increased consumption secondary upgradeAfter LCD sales exceeded CRT in 2009, it has been eight years since the first generation of LCD TVs have been updated. The older generation of LCD TVs are mainly 32-inch and 40-inch, and users are bound to choose larger sizes and smart TVs to replace them. For urban users, housing conditions have improved. For rural users, the increase in income has laid the foundation for the purchase of larger TVs for consumption upgrades. In 2000, the purchase of a 29-inch CRT TV required 3,300 yuan, equivalent to half a year of urban residents' income, and a year-and-a-half income of rural residents. In 2016, the purchase of a 55-inch TV would cost 4,100 yuan, compared with the income of urban residents for more than a month, and the income of rural residents for four months. The price of 65-inch products ranges from the cheapest 3999 to more than 10,000 yuan, which is acceptable to users.
In the past few years, users who purchased a large-sized TV while watching a movie may find that the picture is concentrated in the middle of the TV and is not completely full of the screen, because the resolution of the movie does not match the resolution of the TV. However, many content providers currently offer 4K movie sources, while 65-inch products can better support the display of images. In 2016, 65-inch 4K products accounted for 87.8% of the offline market, and HDR-capable products accounted for 34.7%.
Color TV prices rise but users are not sensitive to rising pricesThe rise in panel prices has continued for several months, and the price of the whole machine has also risen slightly. LeTV and Xiaomi have different price adjustments, most of which range from 100-300 yuan. The user is not sensitive to the increase in the price of the product with a high unit price. For example, the price increase of 200 yuan, the average price of 65 inches is 10,000 yuan, an increase of only 2%. The factors that users consider when purchasing high-priced products are product-related, screen display, appearance and so on. Therefore, in the big environment like 2017, the large size is less affected.
65 inches or become a fresh air outlet55-inch scenery in 2016, becoming the market sales champion size, 17 years is expected to account for 26.2%. But the 55-inch competition is fierce: all brands are involved in the 55-inch competition; the average price of the industry is less than 5,000 yuan, and the profit margin is small. The 55-inch has become a regular size, and the market needs a larger size than the 55-inch, and the price is moderate. After 55 inches, the size of the market share is 65 inches, and the market share will reach 4.8% in 17 years. Under the line, 58 inches participated in the brand, and 65 inches had 20. More brand participation means better promotion and broader user awareness. In addition, from the perspective of the supply of the upstream panel, the supply of 65-inch panels is sufficient.
Written in the last words, with the improvement of people's living standards, the demand for large-screen TV continues to increase, 65-inch occupied the upstream, users and other opportunities, I believe that 2017 will certainly bring considerable profit to the company, become a new tuyere.
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