The hardest year for color TV: how to win

     "We won the war of annihilation! The world has become a war of" adding oil! "In this context, the normalization of epidemic prevention and control, the normalization of returning to work and production, instead of the" frozen "anti epidemic decisive battle, will become the" new normal "of economy in the next period of time, and may span to 2021.

    In such a global context, the color TV industry is also entering the "most difficult time in 2020 history". Facing the new economic situation, how can the color TV industry "prepare for the war" and become the final "winner"?

    Color TV industry: two unexpected things in spring 2020

    The color TV market before 2020 has continued to have "too many disadvantages". For example, mobile video has led to the decline of color TV traffic and insufficient power on rate, as well as the decline of the rare household ownership of 100 households in 2019, all of which have made the color TV industry "continuously depressed".

    For example, according to the report of the data monitoring company Ovi cloud, the retail sales of color TV sets in China in 2017 was 47.52 million, down 6.6% year on year, the biggest drop since 2003. ——This is "the latest mention of SARS in 2003" in the color TV industry.

    Since then, in 2018 and 2019, the color TV market, especially the domestic market, still fell in volume and price. The current average price of main market products is less than 70% in 2017. Industry performance pressure, especially the pressure on profitability is unprecedented.

    However, in this context, 2020 is a year of great hope: 1. Due to the large-scale technology, especially the 10.5/11 generation line started production in 2018, the large-scale color TV set is expected to enter a faster breakthrough period in 2020; 2. The previous three years of adjustment, market shrinkage accumulated a "low rebound" expectations; 3. 2020 is the Olympic year, the Olympic year is often the "big year" of color TV sales!

    Even though the first quarter suffered the impact of the new crown epidemic, the color TV sales shrank by more than 30% year-on-year in February, and the color TV industry still has "expectations" for the subsequent consumer rebound. However, in addition to the unexpected factor of the epidemic, the cancellation of the 2020 Olympic Games under the "global proliferation" has become the second unexpected factor.

    In addition to the expected impacts of the global epidemic prevention, such as the shrinking consumption, the rising global unemployment rate, the decline of global residents' income and the economic downturn, industry figures have come to think that "the SARS period was hard enough, but now it's even harder than 2003" - moreover, in 2003, there are also emerging categories such as flat screen TV and rear projection TV, and in 2020, the existing concepts of color TV enterprises have been developed“ Old ", the market lacks the real hot focus.