The market is weak recently, or the color TV is worth nearly 30%

A business in Dongguan said that the recent color TV may be worth nearly 30%. Some industry insiders believe that due to the weak market, one of the reasons for seeking prices at low prices or cutting prices.

On the one hand, the Olympic Games business opportunities are coming. On the other hand, September is about to enter the new television season. During this special period of time, TV seems to enter a special clearance period. The reporter learned from Dongguan three major home appliance chains yesterday that the sales volume of Dongguan TV in the first half of this year was not optimistic. Not only did the sales volume fall far beyond the national average, but some of the measures to rescue the market were also uneven. “The market seems to be hollowed out in advance” For the upcoming Olympic business opportunities, the value of color TVs has fallen by an average of nearly 30% in order to advance ahead of schedule or make a strong sprint. Is this a hot Olympics consumer market, or is it an initial price increase to clear up inventory?

TV sales fell more than the national average

According to the data released jointly by the China Electronics Video Industry Association and Ovid Consulting, the retail sales volume and retail sales of domestic sales of color TVs in the first five months of this year were 14.7 million units and 51.64 billion yuan respectively, down by 12.9% and 19.9% ​​year-on-year respectively. Of which, LCD TV sales were 13.319 million units and sales were 46.66 billion yuan, which was 9.5% and 18.7% lower respectively year-on-year. This means that in the first half of this year, the retail price of color TVs fell sharply once again.

What about the actual performance of the Dongguan market? The reporter learned from the home appliance chain fashion electronics that, compared with the same period of previous years, TV sales have fallen by about 15%. The overall market downturn is the root cause. Suning of Dongguan expressly stated that the sales volume of this chain color TV was basically the same as that of the same period of last year and “slightly increased”.

According to industry sources, the retail sales of TVs in the first half of the year in Dongguan actually floated about 20%, far exceeding the national average. “This is because TV broadcasting in Dongguan is earlier than other cities, and the potential new volume is down. The property market is lumpy."

Many measures to save the market have also encountered uneven heat

In fact, the manufacturers still have a clear understanding of the consumer market. In the March and April of the Spring Festival, they will join hands with the retail chains to launch a special sales event. At one time, the prices of flat-panel TVs will be “diving”, or even only 3,000 yuan.” Amoy to 40-inch 3D TV.

Despite the fact that TV benefits have been sold one after another, it seems that consumers who are pursuing their wallets are still “not quite buying”. So a brand new sales model "warehouse direct sales" came into being in Dongguan, fashion electrical appliances were the earliest TV direct sales in early April, and some air conditioning brands see "good" also temporarily emergency battles direct sales. According to the department of chain stores, during the period of direct sales of warehouses, TV sales were more than eight times higher than normal weekends.

Dongguan Suning also subsequently launched the warehouse direct sales model, high-profile announced that all direct selling goods are highly price "killing force", such as 32-inch LED TV more to 1499 yuan of ultra-low shock prices hot buy. Even specially arranged 9 bus lines, free pick-up customers in advance.

Surprisingly, June's hot-line energy-saving TV subsidies and the "middle-year final accounts" of the chain stores at the end of the month all suffered.

Recently, color TV prices have fallen by nearly 30%

"Recently, about 30% of the prices for TVs in all major sectors of the Cindy segment have fallen, and the prices for different segments have dropped by 500 to 3,000 yuan." Director of the Dongguan Suning Market Planning Department responded that the current price cuts of domestic brands are the most Fierce, mainly including Hisense (microblogging), Changhong (microblogging) and other brands. He believes that, under the dual investment in factories and Suning, plus a certain amount of energy-saving subsidies, TV prices have almost reached the bottom line.

Chen Weiwei, deputy manager of the fashion electronics marketing department, said that the current general price discount for TV samples is 7 to 80%, and price reductions for domestic brands such as Skyworth and Weixin are more significant, and the old models for joint ventures are not small. “Under this current market pattern, the profits of TV have already been very low, and even to a certain extent, it has basically bottomed out.” He said that TV makers now need to look for opportunities in a timely manner to adapt to changes in the market.

Dongguan Gome said that the value of color TV has indeed declined significantly, and this situation will continue until the end of September and early October.

What is behind the "fierce fighting Olympics"?

For four-year Olympic business opportunities, Suning kicked off the summer offensive in June, and teamed up with multiple TV brands to operate nationwide brand-name group purchases. The 46-inch Pioneer Full HD LCD TV is priced at 2,999 yuan. The Dongguan Suning claimed that in the following months, the main push 3D TV and smart TV, "as a whole around Suning subsidies 10% + factory subsidies 15% + energy subsidies 10%," the triple subsidy straight down. Fashion Appliances and Dongguan GOME also held hot special events in the “Home Appliances Olympics” or “Home Appliances Olympic Games” during the same period, selling at a price. Are all major chains hot Olympics promotional appliances?

According to people in the industry, there is a great deal of mystery behind this: On the one hand, the main brands have high hopes for this year, and the annual plan targets are set at a higher level. However, in the case of a weak market, it is one of the inevitable trends to seek scale at low prices. . At the same time, this year's upstream panel production capacity has expanded rapidly, or the panel has been sold at a reduced price, which has led to a decline in downstream products. “September is still the traditional season for TV new products, so during this time, TV has undoubtedly entered a special clearance period.”

In addition, under the stimulation of the energy-saving subsidy policy that the number of high-energy-saving flat-panel TVs has been promoted to be less than 500,000 units each year, various manufacturers are bound to provoke a price war in order to obtain large subsidies.