Ten predictions for China's flat-panel TV market this year

According to the IDC report, China's total flat panel TV shipments reached 43.7 million units in 2014, a year-on-year decrease of 3.3%. Meanwhile, IDC forecasts that China's flat panel TV shipments will be around 43.5 million units in 2015. The market size is comparable to that of 2014. The TV market will achieve a soft landing and enter an era of rational return.

“The color TV market is a market dominated by the home market. The overall market demand is closely linked with real estate. Due to the slowdown in real estate growth, the demand for household electrical appliance purchases has dropped. Plus, the previous two years home appliances and energy-saving subsidies policy overdrawn the market. Under the market environment, color TV manufacturers and channel distributors will increase profitability by increasing the shipment of high-end products, said Liao Shuhan, senior analyst at IDC responsible for research on the Chinese flat-panel TV market.

IDC made the following predictions for the flat panel TV market in China in 2015:

1. 4K resolution TV shipments will reach 10 million units, penetration rate of 22.9% 4K resolution TV has been on the market for a long time, despite lack of 4K content, the market also has a verbal battle against authentic 4K TV, but due to the large domestic market The demand for size TVs is very strong. Consumers generally purchase high-resolution products when purchasing large-size TVs. Therefore, we predict that TVs with 4K resolution will grow further.

2. "Quantum-dot" LCD TV shipments will reach 1 million units, with a penetration rate of about 2.3% Samsung, LG, BOE, and China Star Optoelectronics panel makers have announced the introduction of quantum dot technology, but due to quantum The cost of LCD TVs is slightly higher than that of ordinary LCD TVs. IDC expects its shipments will be around 1 million units, with a penetration rate of about 2.3%.

3. Shipments of OLED TVs reached 150,000 units In 2014, Korean panel maker LG Display added a second OLED panel production line M2. The monthly production capacity of large-size OLED TV panels is approximately 34,000. The Chinese market is one of the most important markets in the world. In addition to the LG brand, domestic brands such as Skyworth and Konka have also joined the OLED TV camp. IDC predicts that China's OLED TV shipments in 2015 are expected to reach 150,000 units.

4. Smart TV penetration rate is expected to reach 80% in 2015 IDC's "China's Flat Panel TV Market Quarterly Tracking Report (3rd Quarter 2014)" shows that smart TV shipments have risen for 3 consecutive quarters, and the third quarter 2014 penetration rate It reaches 70%. With the increase in recognition of smart TVs by Chinese consumers, the penetration rate of smart TVs will reach 80% in 2015.

5. The demand for replacement becomes the driving force for market growth The popularity of flat panel TVs in China began in 2008. Generally speaking, the life span of flat panel TVs ranges from 5 to 10 years. In 2015, the market will usher in a wave of replacements. These users will pay more attention to the high configuration of the products when purchasing new products. 4K, OLED, Quantum Dots will be the focus of these users. How the manufacturers design suitable products and marketing strategies for these new generations of consumers will become one of the key points for the market to win in 2015.

6. Video games became the new darling of the smart TV industry In early 2014, the State Council announced a series of preferential policies on the Shanghai Free Trade Zone and officially lifted the ban on game consoles, bringing good news for video games. Then the video game market developed rapidly. Internet giants, game companies, and VCs all focused their attention on video games and continued their layout and capital operations. Due to the exertion of all parties, the video game industry will enter a period of rapid development in 2015, and the industrial structure will also be initially formed.

7. The e-commerce channel continues to grow, and the O2O model has become the new darling. In 2014, e-commerce experienced another wave of "6.18" and "Dual 11" wars, and e-commerce has gradually gained recognition as a consumer purchase channel. In 2015, the e-commerce channel will further increase. At the same time, the O2O model of offline experience and online purchase will become a shortcut for manufacturers to try channel innovation.

8. The urban market is saturated, and the rural market continues to grow In 2015, there are many uncertainties in the real estate market, and the urban market capacity will further decline, but the rural market can still maintain the growth of single-digit percentage.

9. The proportion of digital TV shipments will reach 99%. According to the regulations of relevant state departments, 32-inch and above televisions must have the ability to receive and decode digital terrestrial television signals, while sales of small-size TVs under 32 inches are declining year by year. IDC expects that the proportion of digital TV shipments in 2015 will reach more than 99%.

10. Cross-border alliances are more popular Many home appliance manufacturers have announced their transition to the Internet, and many Internet companies want to enter the TV market. The difficulty of infiltrating into each other’s professional fields depends on either side. The cross-border integration of Internet companies and home appliance manufacturers will drive both sides to achieve their goals.

Regardless of whether the Chinese flat-panel TV market is going higher or lower, the upgrading of display technologies and the upgrading of smart applications will be the core drivers for the development of the TV industry. The complexity of consumers' psychology and the diversification of channels will in turn affect the competitive landscape of manufacturers. Have a significant impact. In 2015, China's flat-panel TV market will be overwhelming. We will wait and see.