Domestic brands of home appliances accelerate internetization

It is understood that after the adjustment of shipments in September and October, most of the current home appliance manufacturers have already digested the negative impact of the withdrawal of home appliance preferential policies. By taking advantage of this energy-saving subsidy policy, Skyworth and other local brands have begun to prepare new ultra-high-definition panels such as 4K. Skyworth revealed that in this round of 4K industrial layout, new strategic partners will be introduced and the intention is to become the Internet giant.

In the second half of the year after the emerging LeSco and Xiaomi emerging companies accelerate the stirring of the smart TV industry, hardware vendors have accelerated their agreement with Internet giants to accelerate the development of the Internet and complete the development and deployment of new technology products.

Step up layout 4K

It is understood that almost all of the color TV giant's shipments in June have fallen sharply compared with May. The shipments of 32-inch entry-level LED LCD TVs, which were well-to-be sold, have fallen sharply. This has caused some TV manufacturers to have millions of 32-inch LCD inventory.

Since last year's energy-saving and benefit-subsidy policy withdrew, entry-level sales of LED liquid crystals fell sharply. At the same time, since the Japanese yen depreciated sharply this year, Japanese companies have taken some counterattacks in the market.

Data shows that since the beginning of September this year, the shipments of mainstream TV brands such as Skyworth and TCL have not grown significantly or have even declined slightly. Many brands also maintained a cautious attitude in the sales of the panel during August sales season.

It is worth noting that, due to the minimal impact of policy withdrawals, local brands have a certain increase in the market layout and sales of 4K ultra-high definition LCD TVs.

It is understood that in the Golden Week of the 11th, Skyworth’s 4K TV sales accounted for more than 15%, and its sales in some Tier 1 cities accounted for more than 20%. At the same time, TCL is also accelerating the 4K TV layout.

The market research organization DisplaySearch predicts that the supply of 4K panels will gradually increase, and the number of large-size models such as 4K TVs will greatly increase. It is estimated that 4K TV shipments will exceed 500,000 units in 2013.

The relevant personage of Skyworth Marketing Department told the reporter: “In response to the policy withdrawal, Skyworth proposed a high-end strategy last year. Currently, large-size TVs account for a relatively high proportion. In September of this year, the market share of 3D TVs and smart cloud TVs reached 25%. 4K TV sales were subject to The impact of the energy-saving subsidy policy withdrawing was the least. Out of the transition period of the policy exit, the performance of Golden Week's company grew steadily.”

Recently, the leading system for home appliance energy efficiency leader will be announced again. It will be regarded by the industry as a successor to the subsidy policy for energy-saving and benefits, or a new round of energy efficiency subsidy policy will be set off.

The relevant person of the Ministry of Industry and Information Technology denied the statement to reporters, saying: "At present, the Ministry of Industry and Information Technology has not yet released the exact message of home appliance energy-saving subsidy policy, pending notice."

Zhang Bing, Marketing Research Director of Displaysearch China, said: “The rumored energy efficiency front runner system may only subsidize ultra-high-efficiency LCD TVs, and the subsidy amount may be only 3 billion yuan, covering less than 20% of the product range, so Its impact may not be great."

Accelerate Internetization

After digesting the adverse effects of policy withdrawal, Skyworth, TCL and other local color TV giants will prepare for the New Year's Spring Festival sales season, seize the new round of panel stocking, especially in the 4K and other ultra-high-definition panel stocking more positive.

According to Skyworth, in the new round of 4K industrial layout, in order to accelerate the Internetization of high-end color TVs, new strategic partners will be introduced.

Liu Weizhi, the vice president of Skyworth Group, revealed that with the withdrawal of this energy-saving subsidy policy, Skyworth and other domestic brands have further strengthened their advantages in the high-end smart TV field in June, especially in the 4K TV field. Skyworth 4K TV's market share in the third quarter was close to 50%. Skyworth added 4K TV panel purchases when other TV manufacturers reduced the panel purchase in the third quarter.

At the same time, South Korea's Samsung, LG, etc. that have developed AM-OLEDs heavily, because OLED TV prices have been high, and industrialization is limited, they also want to go back and force 4K LCD. Japanese brands such as Sony are also accelerating their 4K layout and even using 4K as a weapon to counter Korean brands.

Luo Qingqi, a senior director of Pall Consulting, said that although Japanese brands have rebounded on the overall LCD TV market in China this year, they are still lagging behind in the 4K ultra high-definition television industry. Local home appliance manufacturers are stepping up their efforts to seek out different industry partners to complete the layout.

In recent years, new manufacturers including LeTV, Xiaomi, etc. have entered and disrupted the smart TV market in China. With its new smart TV operation model, traditional TV manufacturers such as Skyworth and TCL are also facing pressure in the layout of smart cloud TVs.

In order to withstand the competitive pressures brought by emerging vendors, the strategic cooperation between Skyworth and Alibaba.com, TCL and iQiyi, and other hardware giants and Internet giants has gradually strengthened. These hardware manufacturers also preempt the priority position in the domestic Internet wave.

Skyworth revealed: “The Chinese internet giant has shown great interest in cooperation with hardware vendors. Skyworth is also accelerating the Internetization of high-end color TVs. It does not rule out the introduction of new strategic partners in the future.”