Internet TV lead to industry profit margins
2016 color TV market sales rose 8.9% in the third quarter, but retail sales fell 5.9% year on year. Rise in price, has become the "voice" of most color TV manufacturers. The color TV market need out of the cycle of "price war", climbed out of the low price.
The color TV market panel prices continue to rise, make originally fierce color television market, most of the color TV manufacturers call "crazy", have raised prices.
In 2016, according to data color television market sales rose 8.9% in the third quarter, but retail sales fell 5.9% year on year. Rise in price, has become the "voice" of most color TV manufacturers. The color TV market need out of the cycle of "price war", climbed out of the low price.
Recently, the reporter to the color television market and home appliance manufacturers to conduct a comprehensive investigation, this should dig the truth behind the market. The personage inside course of study says, part of the factory production, limit production, become tight LCD TV, and this situation will continue in 2017.
The first price pattern diversity, small profit maker
Under the fierce price war, color TV prices have been falling, a rebound in recent months. A panel makers said: "in recent months, as part of the factory production, limit production, LCD TV supplies are tight. The LCD panel prices, part of the marketing model on the basis of a price tag manufacturers, due to the low profit internal digestion, must increase."
A number of color TV, said an official with the dimensions of the product is now on downstream dealer price, gains ranging from 5% to 10%. In September, Letv citing panel prices, an increase in the price of some products, increase of 100 yuan to 200 yuan.
At the same time, the securities daily reporter learned that, besides Letv most Internet mainstream brands product model price 100 yuan, and part of the traditional brands also reduced the reduction. An Internet brand top say to the reporter: "color TV enterprises face a lot of pressure at present, market competition is brutal, panel prices continue to rise as worse." He said: "although this year the company only has carried on the pricing of some models, next year will not rule out comprehensive adjustment of mainstream products."
"Under the action of the price war, TV market has always been ‘incremental don‘t increase. In some parts of the Internet brand, the price war in the color TV market is not obvious, right now, the color TV market is the era of the price, the most vendors must through price increases to cope with the panel and other raw materials prices, the company in a passive position." A traditional color TV brand director told reporters.
At present, he thought, is common color television market malignant competition, and color TV manufacturers are forced to lower the product class to participate in the competition of low-end market at low price. For these companies, once the panel prices, its product price fluctuations will be the most obvious.
Market competition is intense, low gross margin problem has also been a color TV market. With the development of smart TV, Letv, millet, lenovo brand to join, color TV industry‘s market competition.
The reporter understands, although the upper panel prices, but not all manufacturers have raised the price products. The personage inside course of study thinks, part of the high-end models of high, can internal digestion panel upward pressure. "For example, some traditional manufacturers 55 inch TV price in eight thousand yuan, and the Internet brand color TV priced at eight thousand yuan. In this way, traditional price is higher, its profit is higher, to a certain extent, can be in the internal digestion, thus against raw materials increases risk.
Hisense relevant personage says: "at present, the company most mainstream models are smart TV, positioning high-end, panel prices on the company‘s product sales, the current national products are unified pricing, pricing, need to see the company strategy."
Though the color TV manufacturers have different response to panel rise strategy, but in the color TV market there are still many dark rose "cut" behavior. "There are many kinds of methods, increase in the price of color TV manufacturers Letv sweeping price of mainstream models, before is because of its low price indeed. However, there are also some manufacturer production products the old model, the new type product prices, product sells more than 500 yuan, so as to achieve price target." A market source said.
Su Ningyun dealer black electrical department officials told reporters: "this year the number of times that move more than normal color TV manufacturers, prices significantly higher than the price, in addition to some important festivals, the price of most types of color TV showed a trend of rising in the year. And part of the color TV manufacturers choose products reach the costs."
