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Looking at Golden Week's market data, there are three key issues worth noting:
First, who claims to be more than 55-inch color TV market?
Those familiar with the industry know that the 55-inch is the best size segment that the market has sold in recent years. The performance of the large-size market in the 55-inch range reflects the current strength of the color TV brand and determines the future to a large extent. Competition pattern.
According to data from Zhongkang, in the 55-inch or larger size market, Hisense is the industry leader with 16.31% sales share and 16.05% sales share. In fact, in the full-size overall market, Hisense also ranked first with 16.5% of retail sales. It can be seen that during the Golden Week period, the purchase of high-end large-size televisions with a size of 55 inches or more has made Hisense a preferred choice for most consumers.
Second, what new technology is most welcome by consumers?
In recent years, the concept of display technology in the color TV industry has become more frequent. However, among many technical options, how consumers will use actual actions to vote is of great importance to the technical leaders of different camps.
According to the monitoring data of China Excel, during the golden week, Hisense ULED TV sales reached 17035 units, and sales reached 136 million yuan, a year-on-year increase of 71.5%. Judging from the average price, ULED TV is both pro-people and high-end, with an average price of nearly 8,000 yuan.
Look at the OLED camp again. From the perspective of sales volume, OLED TV sales were 4967 units, and the sales amount was 81.97 million yuan, which also represented an increase of more than 200% year-on-year. This shows that, on the one hand, the base number of OLED TVs is still relatively small. On the other hand, price reduction promotions of some brands during the Golden Week have also played a role. From the monitoring data, Skyworth, Changhong, Philips and other brands of OLED TV prices are approaching 10,000 yuan, only the average price of Sony OLED TVs still maintained at more than 30,000 yuan.
In addition, there is a noteworthy data is that, 55-inch market, OLED TV sales share of 2.18%, and ULED TV sales share reached 6.06%. From the sales data point of view, ULED TV is more than three times the sales of OLED TVs. This also shows that in the high-end TV market, ULED is still more popular.
If you compare the overall LCD market, the OLED gap will be even greater. The data shows that during OLED Golden Week's sales share was 1%, while the cumulative total for the whole year was even lower, only 0.5%. Although OLED TV Golden Week and the cumulative sales volume for the whole year are not too small compared with the same period last year, this increase is still too small compared to the overall advantages of LCD.
Third, who leads the oversized market?
If the overall performance of the 55-inch or above market is reflected in the overall strength of the TV brand, then the performance of the oversized market over 80 inches will better reflect the accuracy of the brand's future strategic position.
In fact, people familiar with the industry should all know that this data is not much suspense. Because, in the ultra-large-size color TV market, Hisense's leading position in laying out the earliest laser technology and independently developing and operating is unshakable.
According to data from Yikang, in the 80-inch and above color TV market, Hisense's laser TVs accounted for more than 30% of the market, and its retail sales share was nearly 40%. This is the undisputed hegemon. In the 85-inch and above markets, Hisense's advantage is even greater, with a sales share of 52.7% and a retail share of 54.2%, accounting for more than half of the market.
The blast knows the grass. TV companies need to consolidate their core competencies, like Hisense, and have their own “wang fry†so that they can usher in another golden period in fierce competition.
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Hisense "King fried combination" golden week prestige laser lonely seeking ULED high-end invincible
For the color TV industry climbing uphill, the past 11 Golden Week is a rare impulse period; for different color TV brands and products of different technologies, it is also a key market inspection node. According to the monitoring data during the Golden Weeks in China, the status of the domestic color TV leader, Hisense, is still very stable. Its ULED TV and laser TVs are leading the market. The "Wang-Fry combination" is full of power; the OLED camp is a collective force, and the momentum Larger, but there are still significant gaps compared to the ULED and LCD overall market.