65 inch may become the source of profit for the color TV industry in 2017

In 2016, the average price of the color TV industry fell sharply, and the volume increase decreased, which worsened the color TV industry, which had a very low profit. Although various manufacturers in the industry have actively changed their minds, paid content, membership fees, and advertising revenue have become new sources of profit in the industry. However, the user's habit of paying for content still needs time to cultivate. Factors such as fierce competition in the industry and rising prices of upstream panels have compressed the industry's profit margins. In 2017, with the improvement of the quality of the film source and the improvement of the display effect of the hardware, the trend of screen size expansion in the color TV market is more obvious. In the past year, after the 55-inch explosion, 65-inch may become the source of profit for the color TV industry in 2017.

It has been 8 years since LCD sales exceeded CRT in 2009, and the first generation of LCD TVs has ushered in a new generation. The older generation LCD TVs are mainly 32-inch and 40-inch, and users are bound to choose larger sizes and smart TVs to replace. For urban users, housing conditions have improved. For rural users, the increase in income has laid the foundation for consumption upgrades and the purchase of larger TVs. In 2000, the purchase of a 29-inch CRT TV required 3,300 yuan, which was equivalent to the income of urban residents for half a year and the income of rural residents for a year and a half. In 2016, the purchase of a 55-inch TV required 4100 yuan, which is only relative to the income of urban residents for more than one month, and the income of rural residents for four months. The price of 65-inch products ranges from the cheapest around 3999 to more than 10,000 yuan, which are acceptable prices for users.

In the past few years, when users bought large-size TVs and watched movies, they might find that the screen was concentrated in the middle of the TV and did not completely fill the screen, because the resolution of the movie did not match the resolution of the TV. However, many content providers currently provide 4K movie sources, and 65-inch products can better support the display of pictures. In 2016, 65-inch 4K products in the offline market accounted for 87.8%, and HDR-enabled products accounted for 34.7%.

The rise in panel prices has continued for several months, and the price of the whole machine has also increased slightly. LeTV and Xiaomi have different price adjustments, most of which range from 100-300 yuan. Users are not sensitive to the price increase of products with high unit prices. Taking the price increase of 200 yuan as an example, the average price of a 65-inch product is 10,000 yuan, an increase of only 2%. The factors that users consider when purchasing products with high unit prices are mostly product-related, screen display power, appearance and so on. Therefore, in such a large environment as 2017, the large size is less affected.

The 55-inch scene in 2016 became the most popular size in the market, and it is expected to account for 26.2% in 17 years. However, the 55-inch competition is fierce: all brands participate in the 55-inch competition; the industry average price is less than 5,000 yuan, and the profit margin is narrow. 55-inch has become a regular size, the market needs a larger size than 55-inch, and the price is moderate. After 55 inches, the first market share size is 65 inches, and the market share will reach 4.8% in 17 years. Offline, there are 17 58-inch brands and 20 65-inch brands. More brands participate to think of better promotion efforts and wider user awareness. In addition, from the perspective of upstream panel supply, 65-inch panel supply is sufficient.

In the last words, with the improvement of people ’s living standards, the demand for large-screen TVs continues to increase. 65 inches has occupied various opportunities such as upstream and users. I believe that 2017 will definitely bring considerable profit income to enterprises and become a new tuyere.