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Company News >> Color TV three quarterly report: Huawei's smart screen failed to increase the price, the online average price was low 7th,Nov,2019
                                        Recently, the three quarterly reports of color TVs have been released one after another. Sichuan Changhong still does not increase its revenue. The new business of Konka Group has increased its performance. The performance of Hisense Group in the third quarter is good. Panel companies are affected by the big environment and their performance has fallen. TCL Huaxing and BOE Net profit fell.

In August of this year, the glory of the smart screen equipped with Hongmeng system went on the market, which made the weak color TV industry vibrate. Many color TV companies have launched new smart products, but according to the total data of the Omni Cloud Network, the average price of Q3 color lines in 2019 is 1926 yuan, a record low.

The TV industry ushered in a critical moment, but the color TV three season report under the glory of the wisdom screen did not see a big improvement. Recently, Changhong, Konka, TCL and other color TV companies have launched a new round of smart screen marketing. Whether it can drive the growth of performance remains to be seen, but it will inevitably lead to an increase in marketing costs.

In the third quarter, color TVs continued to fall in volume and price.

On October 22, and China Electronic Video Industry Association released the 20th China Color TV Market Summary Report for 2019. In 2019, Q3 China's color TV market retail volume was 10.34 million units, down 3.6% year-on-year; retail sales was 27.7 billion yuan. Yuan, a year-on-year decrease of 10.4%. Since Q4 in 2018, the market has started to decline for four consecutive quarters, and the downturn has become the norm.

Sichuan Changhong still does not increase profits. Sichuan Changhong's third quarterly report showed that the operating income in the first three quarters was 62.21 billion yuan, up 7.56% year-on-year; the net profit attributable to shareholders of listed companies was 38.49 million yuan, down 81.23% year-on-year.

Guotai Junan believes that the company's hardware as a traditional black power manufacturer is not fully differentiated, and its competitiveness is not competitive with Internet TV companies with content advantages represented by Xiaomi. The fierce competition in the color TV and refrigerator compressor industry has led to a significant decline in the company's profitability. The speed of the reform of state-owned enterprises is expected to improve the governance structure and wait for the profitability of diversified businesses to improve.

The third quarterly report of Konka Group showed that the operating income in the first three quarters of 2019 was 41.681 billion yuan, a year-on-year increase of 40.05%. The net profit attributable to shareholders of listed companies was 450 million yuan, up 4.81% year-on-year. The increase in performance was mainly attributable to the rapid development of the company's emerging business.

On the one hand, Konka Group increased its R&D investment, deepened its core technology research and development, and enhanced the competitiveness of its main business. Since last year, we have launched a long-term development strategy of “technology + industry + park” to accelerate the strategic transformation and upgrading of the company.

Another color TV giant performed well in the third quarter. Hisense Electric's third quarter financial report for 2019 showed that operating income from January to September was 23.644 billion yuan, down 2.91% year-on-year; net profit was 265 million yuan, down 21.10% year-on-year.

The Beijing News reporter noted that Hisense Electric's revenue in the third quarter of 2019 was against the trend. Hisense Electric achieved nearly 8.6 billion yuan in July-September this year, and the net profit attributable to shareholders of listed companies increased by nearly 200 million yuan. According to CICC's analysis, in the third quarter of 2019, the company pushed high-end new products, such as social TV, and its gross profit margin recovered to 18.6%.

"The main contradiction in the current industry is that the TV replacement cycle is too slow, and the average replacement cycle is 12 years, far exceeding the safe use period of 7 years. There are still more than 400 million non-smart TVs and 500 million non-4K TVs in use in China. Renewal consumption has become the main engine of color TV domestic demand," said Peng Jianfeng, deputy secretary general of China Electronics Video Industry Association.

The TCL Group has also begun to transform. The restructuring was completed in April, and the smart terminals and related supporting businesses were divested. The overall transformation focused on semiconductor display and materials. However, due to the slowdown in global economic growth and the concentrated release of panel production capacity, the semiconductor display industry continued to supply too much, and the price of large-size panels continued to decline. From January to September, TCL Huaxing achieved operating income of 24.56 billion yuan, a year-on-year increase of 28.4%, and net profit of 1.3 billion yuan, down 28.7% year-on-year. The decline in panel prices dragged down the performance.

Another panel giant, BOE, was also affected. BOE's third-quarter performance report for 2019 showed that in the first three quarters, BOE's net profit attributable to shareholders of listed companies was 184 million yuan, and net profit fell 54% year-on-year.

“Severe oversupply in the first half of the year led to a rapid decline in panel prices, and panel makers have adjusted their production capacity to reduce losses. It is expected that panel prices will stop falling in the fourth quarter,” said Ovi Ruiwo, deputy director of TV industry chain research.

Glory wisdom screen did not drive the average price rebound

In 2019, the Q3 smart screen added a new vitality to the color TV market, and the concept of smart screen became the first hot spot in the industry. The industry believes that the smart screen has released a lot of positive signals to the industry, upgrading the product to simplify the product line, the smart screen to get rid of the homogenous situation of the color motor type, with strong product uniqueness and differentiation; restore the high value property of the color TV, get rid of the low Price inefficient competition; introduction of emerging brands and potential consumers; promote the popularity of television artificial intelligence technology.

Traditional home appliance companies such as Skyworth, TCL, and Hisense are competing to release new products during this period. In August, TCL launched a new TCL·XESS smart screen with three attributes: “Super VUI, Giant Screen Mobile, AI Big Screen”. Hisense TV has launched a social entertainment TV S7 that supports full-speech voice, AIOT, and chat.

Many smart new products introduced by the industry have upgraded the interaction between large screens and mobile phones, and realized the connection of intelligent terminal devices such as refrigerators, air conditioners, washing machines, smart locks, etc., or through face recognition and voice recognition capabilities. Perceive user identity and record personal habits. Hisense TV is a large-screen social entertainment experience with six modes of video chat, watching, chatting, karaoke, AI fitness, AI visual consultant and shared screening room.

“The industry needs to differentiate its layout to take the high-end route to boost the color TV market, increase the average selling price of color TV products, and bring more mid-to-high-end value to consumers, so that the competition in the color TV industry can be returned to a normal and orderly On the healthy development track," said Liang Zhenpeng, an analyst in the home appliance industry.

Color TV business carnival, the data is very cruel. According to the overall data of Aowei, the average price of Q3 color lines in 2019 was 1926 yuan, a record low. The average price of offline market was 3,593 yuan, and the average price was 2,678 yuan. The offline channels are squeezed, and the online channels rely on the low price advantage to account for more than half. The opposite trend of the two channels accelerates the differentiation of channel positioning. The offline market is more pursuing high-end and profit, creating brand image, and online is pursuing scale and Customer base, back-end subsidized hardware.

The marketing performance of the color TV industry in the third quarter of this year is still bleak. However, companies in the color TV industry are constantly struggling. Recently, on the occasion of the release of the three quarterly reports by various color TV companies, Konka, Changhong and TCL once again launched the fourth quarter of color TV marketing.

Changhong launched the CHiQ Extreme Screen, which has attributes such as “all ecological connectivity, full ecological content, and multimodal interaction”. Konka released APHAEA's future screen, based on 5G, 8K, AI, IoT and cloud technology, to create a large screen and smart screen. TCL has introduced 14 large-screen TV products.

In fact, TV companies have already hand in new technologies such as artificial intelligence and the Internet. However, in the overall downturn in the home appliance industry, the color TV industry is even weaker. The color TV three-season report driven by the glory wisdom screen has not seen improvement. Whether the fourth quarter marketing can boost the annual performance remains to be seen. Net profit does not rise, sales expenses increase sharply or the main color of the annual report.

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