Price war smokes 65-inch television or usher in rapid growth

For any industry, any product, price is a hot topic that can never be avoided, and it is also true in the color TV industry.

According to the author's understanding, a price war in the color TV market took place in the first half of 2016, provoked by the Internet TV brand. At that time, the most fierce price war was that the price of the 55-inch TV dropped to 1999 yuan. At present, most of the size segment prices have dropped to levels from the second half of 2015 to the beginning of 2016.

With the accelerated development of color TV industry, color TV products are also constantly upgraded, the most obvious of which is the 65-inch TV. It is understood that the 10.5 generation line of BOE Hefei and the 8.6 generation line of Xianyang Rainbow Xianyang have been in volume production in March, and the 8.6-generation line of Chengdu Panda of CLP is expected to be produced in May. Many analysts have already sounded alarms for overcapacity.

In order to digest excess production capacity, panel makers now place their trust in the growth of the 65-inch TV market. It is understood that panel makers are very aggressive in order to speed up the mainstream size switch from 55 inches to 65 inches, have lowered the price of 65-inch panel to near the cost level, and the price of the 75-inch LCD panel has also dropped significantly.

Indeed, color TV manufacturers are also more willing to promote the growth of the 65-inch TV market in order to increase profit margins. 65-inch TVs have become hot new products in the spring and have grown rapidly in the market. The Zhongkang report showed that in the first quarter of 2018, the retail volume of large-size (65-inch or more) products in the offline TV market increased by 40.7% year-on-year.

At the same time, retail sales in the large-size offline online color TV market accounted for 9.6%, with the main contribution coming from 65 inches, and the 65-inch accounted for 7.8% of all sizes. In addition, according to the data of relevant home appliance stores, the 65-inch replacement of 55-inch has become the hottest size nowadays, and the color TV market has officially entered the “6 era”.

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