From April this year, LeTV and Xiaomi entered the market with a price of 3979 yuan (including 980 yuan for a two-year service fee) and 3,999 yuan, and completely drove the price of 4K TVs bearing the "tall" label to the bottom. As a result, the explosive growth of 4K TV sales has also been triggered.
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Data show that during the "51" period this year, 4K TV sales accounted for more than 30% of sales, and 50-inch and above large-screen sales accounted for more than 60%. From January to April this year, the sales of low-end and mid-range 4K TVs with a price of less than 6000 yuan have exceeded 60%.
However, there are home appliance industry sources said, "With a large number of low-cost 4K TV's market, but also gave birth to the proliferation of 'pseudo-4K TV', even on the market for more than 60% of the low-cost 4K TV are 'pseudo-4K' .
Pull down the 4K TV price data shows that on April 9 this year, LeTV launched 4K super TV X50 Air; a week later, Lenovo released the first 4K smart TV Terminator S9; May 15, Xiaomi announced the launch of the top rated 4K Smart TV's Millet TV 2.
Su Liang, Ovid Consulting Brand Director, pointed out that it is because of the Internet companies like LeTV and Xiaomi that the price of 4K TVs is pulled down to the price level of RMB 3,000-4,000, which has not been seen in the game rules of traditional TV manufacturers. of.
It is understood that in 2013, prices of 4K TV products launched by major domestic and foreign TV manufacturers such as Sony, Samsung, Sharp, Konka, TCL, Skyworth, etc. were mostly between 7,000 yuan and tens of thousands yuan, and this year’s “May 1stâ€. Before and after, the price is generally around 4,000 yuan.
When the author visited Beijing major home appliance stores, Konka, Skyworth, TCL, Hisense and other color TV brands launched 4K TV prices are between 3000-5000 yuan, while also combined with the store for substantial price promotions, and part 39 The price of inch 4K TV has fallen below 3,000 yuan.
"In addition to the strong attacks from Internet companies, due to the poor environment and poor performance, it has also led to fierce competition among major TV manufacturers," Su Liang said at the same time.
According to Ovid Consulting's data, in the first quarter of 2014, the total domestic retail sales of the color TV market was 10.9 million units, down 10.5% year-on-year, of which LCD TV sales were 10.68 million units, down 7.5% year-on-year.
The number of TV companies listed in the first quarter also performed poorly. In addition to the slight decline in Hisense, the profits of Konka, Changhong, and TCL Multimedia declined sharply, with Changhong falling by more than 90%.
Liang Zhenpeng, a veteran home appliance industry observer, said that “Internet companies not only bring price shocks, but also subvert the traditional operating mode that traditional color TV companies rely on hardware to make profits, and make them go in the form of service software and overall operations. change".
Bring about the proliferation of "pseudo-4K TV" Although Xiaomi and LeTV have pulled the price of 4K TV to the bottom, it has triggered the industry's verbal battle against "authentic 4K TV." There are views that LeTV, Xiaomi and other Internet companies have achieved 4K resolution by using panels arranged in RGBW mode in order to reduce costs. The actual display effect is much worse than that of real 4K screens.
In response to queries, the two companies have come up with evidence that they have adopted true 4K panel technology with effective color pixels of 3840×2160.
However, industry insiders pointed out that "At present, 60%-70% of low-cost 4K TVs on the market use RGBW's 'pseudo-4K' panels, while large salesmen come from traditional TV manufacturers. Due to the incompleteness of domestic 4K standards. , Very colorful electric manufacturers use RGBW panel to act as 4K to sell, in fact, most of the current low-end 4K TV can not be called 'true 4K'."
Liang Zhenpeng also believes that "the real 4K panel costs about 30% more than the same size 2K panel, so the 4K TV's price should also be more than 30% higher, and the current price is only 4,000 yuan 4K TV Most should be 'pseudo 4K TV'."
"At present, the purchase of 4K TVs needs to face some problems that are difficult to escape, that is, the scarcity of 4K sources and insufficient network bandwidth." Liang Zhenpeng said, "In the next 5-10 years, with the gradual improvement of signals, bandwidth and carriers, The 4K TV technology and process will be updated and upgraded, and the 4K industry chain can truly mature." 