Who says television has no chance? 4K popularity potential in 2015
According to the 2014 China Flat Panel TV Consumption and 2015 Trend Forecast Report, the overall demand for China's color TV market narrowed in 2014, and sales volume declined. It is expected that the demand for China's flat-panel TV market will continue to be maintained at around 42 million units in 2015, and the entire color TV market has entered an adjustment period in recent years.
First, in 2014, mainstream color TV brands became increasingly fierce in the innovation of new screen display technologies. The diversified competition pattern of product categories coexisting with new display technologies such as curved surfaces, OLEDs, large-screen laser cinemas, and quantum dots gradually emerged. In 2015, various new flat TVs will gradually replace traditional LED TVs and become the main force in the consumer market.
Second, although the emergence of new screen display technology has accelerated the diversification of flat-panel televisions, the commercialization of new-type television products is not high. In contrast, since 2014, the proportion of attention and penetration of the 4K ultra high-definition television market has increased, and the rate of increase has been strong. According to incomplete statistics, the current domestic flat-panel TV market, the mainstream color TV brand is about 81 series of 220 balance of 4K ultra-high-definition television in the sale, the estimated 2014 sales of 4K ultra-high-definition television is about 8 million units, the overall proportion of close to 20 %. With the further improvement of the industrial chain construction and the increasingly mature market, 4K television will enter the year of in-depth popularization and normalization in 2015, and the 4K product consumption ratio is expected to reach 40%.
Thirdly, on the basis of the ever-changing appearance design and screen display technology, the rise of Internet technology in the past two years is promoting TV as an interactive platform that integrates "simple terminal products" into "messages, applications, monitoring, and data." Or entrance platform. At this stage, companies are expanding and extending their personalized functions through the "interactive platform" of television to meet the differentiated demands of more segmented users. In the future, the value of television products is reflected in the satisfaction of various personalized demands based on the ultimate audiovisual experience.
Finally, the Internet has changed the shape of traditional television products, and has also changed the traditional sales channels for home appliances.
According to data from third-party authoritative research, from January to October 2014, the total retail volume of color cables on the market reached 5.73 million units, an increase of 77% year-on-year, accounting for 16% of the total sales of color TVs. With the rapid expansion of the business status of home appliances, the differentiation trend of the online and offline sale of home appliances is becoming more apparent. It is estimated that in 2015, the market share of flat-panel TVs will reach 20%. With the construction and improvement of the e-commerce platform "logistics system," home-grid purchase will completely break the traditional "values" of consumer electronics channels in terms of experience, price, and vendor cooperation.
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