This represents a new way for TV manufacturers to break the situation: dont take TV as TV. In fact, for the TV industry, which had been trapped in a bigger and bigger screen and a lower average price before the epidemic, it is obvious that there is more imagination outside TV.
Its not just television
TV is considered to be the biggest flow entrance of the family, but not turning on makes everything equal to zero. While improving the resolution and contrast, TV manufacturers are racking their brains on how to make TV land in more scenes.
With the development of 5g technology, aiot gives TV manufacturers hope. On July 22, when introducing the 4k120 Hz self luminous OLED TV s81pro, Wang Zhiguo positioned it as game equipment. Today, we dont join the idea of TV to make TV, but we do TV with the idea of making professional products. This product is called game equipment for the first time. Wang Zhiguo told China Times and other media reporters.
Moving the TV screen fixed in the living room also means that the TV has more landing scenes.
Wang Zhiguo also introduced that Skyworths swaiotpanel mobile smart screen has expanded the ecology to new energy vehicles, electronic pianos, treadmills, intelligent desk lamps and other equipment. SKYWORTH hopes to interact with the large TV screen in the living room and move at any time through this small screen with a maximum of 10.1 inches.
But all efforts beyond television are to sell it.
Compared with its friends who are constantly exploring the price, developing high-end market is one of Skyworths strategies to boost TV consumption. OLED TV is Skyworths weapon to fight for the high-end market. According to the reporter of China times, the price of the 55 inch s81pro is 12999 yuan, and the unified retail price of 65 inch is 19999 yuan.
In order to popularize OLED TV, Skyworth lowered the original minimum price of 11999 yuan to 7999 yuan in July last year. Wang Zhiguo told China Times and other media reporters at that time that OLED TV did not make money when it sold 11999 yuan. Now, the price of 7999 yuan is a huge loss.
On July 22, Wang Haiyuan, vice president of Skyworth RGB Electronics Co., Ltd. and general manager of domestic marketing division, cited data that Skyworths OLED TV sales exceeded 11000 units this year, and the OLED market share reached 68.96% in the 26th week. Wang Zhiguo also revealed that 13831 OLED products with a price of more than 10000, which were released in 2019, have been sold.
The way out for TV industry
The epidemic has put the pressure even more.
According to the same data from Ovi cloud, the retail volume of Chinas TV market in the first half of 2020 will be 20.87 million units, down 9.2% year-on-year. The retail sales of 50.6 billion yuan fell by 23.7% year on year. The two declines are more than three times and three times higher than last years respectively. Many people in the television industry in the China Times reporter exchange that the entire television industry is facing greater growth and profit pressure, live with goods makes the price war more fierce.
Skyworth Groups financial report in the first quarter of this year also shows the grim situation faced by the television industry. According to the results of the report, SKYWORTHs turnover in the first quarter of this year was 6 billion 752 million yuan (64.8% for the Chinese mainland market), down 26.3% compared with the same period last year. In the same period, Skyworths gross profit of 1.539 billion yuan also decreased by 10.5% compared with the same period last year.
But this financial report also shows Skyworths adherence to the high value line. Although total sales and gross profit both declined, Skyworths gross profit margin was 22.8% in the first quarter of this year. Four percentage points higher than the same period last year. At the beginning of July, Skyworth also announced that, in addition to the total of about 420 million yuan obtained from the sale of equity and tax rebate, the comprehensive net profit of Skyworth in the first half of this year will increase by no less than 60%.
In addition, Skyworths self-made OLED module (OBM) factory was set up in Guangzhou in 2019, which also reduced the cost of OLED TV. Wang Zhiguo told China Times and other media reporters that four or five years ago, a 65 inch B-class OLED TV sold for 80000 yuan, but now a 65 inch B-class OLED TV only costs 20000 yuan.
In fact, the entire TV market turned around in June.
According to AVC, the retail sales volume of Chinas color TV market from January to May this year was 15.99 million, down 14.8% year on year. The scale of retail sales was 39.3 billion yuan, down 27.9% year on year. According to orveys forecast of the decline rate of domestic TV industry in the first half of this year, the growth of TV industry in June obviously slowed down the decline rate from January to May. However, it should be mentioned that an important reason for the growth of the TV market in June was the 618 boost which lasted for more than half a month. Before the launch of 618, the first collective promotion this year, almost all e-commerce platforms chanted the slogan of lowest in history. On the other hand, the high-end track where OLED is located is also facing low-cost impact. Both Huawei and Xiaomi have launched 65 inch OLED TVs this year. The price of millet is 12999 yuan, which is half of the price of Huaweis OLED TV of the same size, and 65% of that of Skyworth s81pro. Wang Zhiguo believes that every industry will enter a very serious stage of homogenization competition when it develops to a certain stage, which is also a stage of breaking cocoons and becoming butterflies.. Extended reading iPhone 11 made in India for the first time can reduce import tariff by 22% and will not return to China temporarily! CEO of sailin automobile responds: the car will never be over regretted and useless_ NF
However, it should be mentioned that an important reason for the growth of the TV market in June was the 618 boost which lasted for more than half a month. Before the launch of 618, the first collective promotion this year, almost all e-commerce platforms chanted the slogan of lowest in history. On the other hand, the high-end track where OLED is located is also facing low-cost impact. Both Huawei and Xiaomi have launched 65 inch OLED TVs this year. The price of millet is 12999 yuan, which is half of the price of Huaweis OLED TV of the same size, and 65% of that of Skyworth s81pro.