Overall shipments fell by 4.7%.

It seems that not only China but the global television consumption is in a weak channel. Although compared with 1 year ago, the prices of 55-inch and 65-inch 4K TVs both dropped by more than 20%, they still could not effectively stimulate demand for purchases. The results show that in the first quarter of this year, global TV shipments fell by 4.7% to 46.7 million units.

Large-size TV is popular, it is difficult to change the status quo

How terrible is the sluggish consumer demand?

In the Mainland of China, after undergoing home appliances to the countryside, subsidies for energy-saving benefits, and strong incentives for trade-in, the market is in a saturated state. At this stage, consumer demand for household appliances appears signs of weakness. Especially under the impact of mobile phones and computers, television has become a kind of decoration in the eyes of many people. From the large pieces that each household has had more than ten years ago, to what is now optional, the situation of television is embarrassing.

Although this is not a common phenomenon, sales of TV have continued to increase significantly under the stimulation of JD 618 and other strong promotion seasons, but after all, the situation of weak consumption caused by non-interest in television has become a Normal.

I thought this was a unique phenomenon in the Chinese market because of the obvious signs of policy support in previous years. But now, this phenomenon of weak consumption is not unique to the Chinese market alone.

IHS Markit data shows that in the first quarter of 2017, global TV shipments fell by 4.7% to 46.7 million units, mainly due to weak consumer demand. This kind of data acquisition is based on the general price reduction of large-size TVs. Statistics show that the price of a 55-inch 4K TV dropped from 900 US dollars a year ago to 700 US dollars; the average price of a 65-inch 4K dropped by 450 US dollars to 1,300 US dollars.

Lower prices stimulate large-scale consumption

In the first quarter of 2017, the share of 55-inch screen TVs increased to over 22%, a year-on-year increase of 16%. TVs 55 inches and above in China and North America accounted for 36% and 30% of global TV shipments, respectively. The 65-inch TVs in China and North America account for 70% of global TV shipments.

But even so, because of weak demand, it still led to the overall volume decline.

Can television bypass this ridge?

In fact, from the end of last year, many companies are aware of the weak consumer demand. Among them, both TV companies such as Hisense, Skyworth's net profit fell, but also TCL responsible for the marketing of the cautious wait and see the market, of course, there are major companies in the data market outlook bearish. From January to May of this year, the color TV market in Mainland China saw a double drop, and there was no obvious improvement in the traditional Yuanchun and May Day promotions.

Therefore, it is objectively stated that the current slump in consumption has become a hurdle for television sales. The color TV market, which already lacks stimulating elements, is facing a new crisis. To smooth out this crisis, it may be necessary to further tap user needs and start from the pain point of the market.

First, less intelligence.

In fact, some consumers do not like TV, but do not like the current smart TV. According to a survey conducted by “Saying Home Appliances”, more than 70% of consumers were very dissatisfied with TV boot advertisements, and Smart TV’s Caton was also disgusted. So today in the smart TV popular, whether to consider some of the needs of consumers, in the store or online to provide a more affordable version of the non-intelligent models for consumers to choose, rather than blindly pursue the intelligent rate.

Less intelligent

Second, less raise prices.

TV is a consumer product. Talk about price increases. Just like the white electricity prices are quietly touching, it doesn't make much waves in the market. The TV price increase, there is LeTV's announcement of price increases, there are millet's irrepressible price increases, useful new products cover prices and other versions.

TV prices rise, consumers find it hard to accept

The panel price increase should have been a problem that the entire industry needs to work together to solve. However, many companies use price increases and price increases as a type of hype to be able to self-defense their opponents and seldom consider the industry’s feelings. This is the current status of the television industry. Internet brands and manufacturing brands fighting, old Internet brands and new Internet brands fighting, domestic brands and foreign brands fighting, and now lack the industry can lead the healthy and unified development of the organization. It is purely a situation of fighting each other, and ultimately each company in which it is involved will suffer.

Of course, resolving these pain points may not be able to stimulate consumption, but if there are obvious pain points in the context of weak consumption, then the color TV industry will have to weather the weak consumption crisis as other categories of household appliances. It's harder.

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