TCL finds the fulcrum to break the surface TV industry

In the 15-year overall TV market, the retail volume in the first five months was 7,838,293 units, a year-on-year decrease of 5.7%. In the first quarter (January to March), domestic curved TV sales reached 101,935 units, a year-on-year increase of over 70 times; sales were RMB 1,685.03 million, an increase of 40 times.

With one increase and one decrease, the apparent data contrast may be worthy of consideration and reflection in the home appliance industry in this hot July. Undeniably, from May 1st to 618st, the home appliance industry has been vigorous and full of specious price wars. However, many gimmicks are larger than actual ones and have little effect. Where is the direction of market breakthrough?

During the May 1st period, sales of TCL TV+ home entertainment television accounted for 42.7% of the total sales volume of its domestic color TV sets. Curved TVs accounted for 4.2% of TV+ sales. Surfaces have become the strongest driving force for TCL Wuyi. In the first half of the first half of the year, there was a disappointing statistic that TCL had a year-on-year increase in the number of companies that was larger than the total number of the industry. TCL has suddenly opened the door to the market and has been defying the tide of violence. It is also supporting the poor growth of the industry with its own efforts.

Liang Zhenpeng, a senior industry and economic observer, believes that in the first half of the year, with the cooperation of upstream and downstream companies, curved TV broke out of a huge growth potential, becoming the mainstream trend of TV development in the future. At the same time, due to the lack of market cultivation and the fact that the industry scale effect is not prominent, the curved TV is still in urgent need of breaking the ceiling of industrial development.

Surface, TCL under the big chess game

According to the latest data from Yikang, TCL has won the No. 1 sales of domestic brands for the first time in five consecutive weeks, and has occupied nearly 60% of the domestic curved TV market, becoming a veritable curved TV leader. TCL is playing a big chess game!



According to Ma Jun, director of the Peking University Juvenile Health Institute, "The curved surface television is in line with the curvature of the human eye and is more in line with human eyeball viewing habits, and brings more extreme and healthier viewing experience. This is unmatched by flat-panel TVs. "The health properties of the surface make Ma Jun very optimistic.

For the flat panel TV industry in the world, the curved TV represents another form. It also seems to indicate that the global color TV industry has really entered a new concave or curved surface era from the sphere and the plane. This may be the driving force behind TCL's advanced military surface.

With TCL, Samsung and other color TV giant's main push, more and more "players" have joined the curved TV camp. ZDC data show that currently sold on the market curved TV models have increased to more than 70 brands of 12 models, product size from 48 to buy a few hundred and fifty traces of 55 have been invaded by curved surface television has become the future of color TV market around However, the ridge. Looking at the hard screen and soft screen pattern that the global color TV market has formed a few years ago, the impact of this CAM on hard screen camps LG and Skyworth may be even greater, because curved products are all made of flexible glass and can be bent freely, while hard screens are Bending is a hurdle that is not past.

It won't be long before you've already OUT in the eyes of consumers. In the global color TV industry, the flexible curvature of the curved surface represents the future, and it is more like a great opportunity for passing a corner under the new normal. This is indeed a big game.

“It is not difficult to foresee that this year's overall color TV consumer market will also face greater difficulties, surface TV is thriving, and the inverse trend skyrocketing, greatly boosted market confidence.” Liang Zhenpeng believes that curved TV has become an important trend in the future development of color TV industry, is already The fact that the board is nailed. "It's no exaggeration to say that those who get the surface have to be the world."

Throughout the world's color TV manufacturers mainly push curved surface television, mainly TCL, Samsung two giants. Curved TVs have grown in contradiction to the domestic market, and TCL is the biggest driver behind it. The layout of TCL in the curved TV industry is also earlier, more focused, and larger.

Since the first TV + surface H8800 series was released in April this year, TCL has launched nine curved TVs including Quantum Dot Edition, UD Edition and Elegant Edition to the market, covering 55 muscles and 65 muscles. The formation of the world's most powerful curved product camp, the product can meet the needs of the 1-4 market differentiation. TCL Surface TV also realizes the world's leading quantum dot display technology and surface perfect combination, with 4000R golden curvature, unparalleled on-the-spot feeling in the four aspects of surface, color, clarity and sound, representing the highest level of current surface TV technology .

TCL curved TV has not only led the direction of China's color TV industry, but also led the technical trend of the global color TV industry. For a time, well-known foreign media such as Bloomberg, Reuters, Wall Street Journal and others have reported. Since its launch, TCL Surface TV has already won 11 industry awards such as the "4K Ultra High-Definition TV Color Evaluation Test Class I Certificate" and the "Color Presence Sense Flagship Product Award".

In the second half of the year, curved TVs are expected to become an important breakthrough for TCL to achieve leapfrog growth. With the help of TCL's already formed industry chain vertical integration and integration of Huaxing screen resources, TCL's explosion on curved televisions actually requires only one fulcrum capable of tilting the "earth."

Fulcrum, True Price Battle for TCL


According to the test data of Yikang, the current average price of 65-message TV industry is about 19,461 yuan, and the average price of 55-sheet TV industry is about 10,918 yuan. According to Xiao Lei Leijun, this price cannot allow consumers to scream.

However, it is screaming that cumulative sales of curved TVs for the period from January to May in 2015 increased by 1817.5% year-on-year, and sales increased by 1164.6% year-on-year (Zhongkang Data). A price that does not scream brings an absolute screaming growth, so what if you give a screaming price?

Some people think that when curved TVs usher in new growth, they also face the difficult problem that must be overcome as a new product. For example, the overall market cultivation of curved TVs is still relatively low, and the high price makes curved TV a real popularization. For some distance, obviously, the curved TV is a tempting big cake. Everyone wants to eat it, but it is still not enough."

Hu Xuejun, deputy general manager of TCL Multimedia China Sales Co., believes that “the outburst of curved TV is actually only a layer of film, and the surface market has entered the charging stage to see who has the strength to prop up a fulcrum force”.

Judging from the current situation of the entire curved surface television industry, capable companies are nothing more than Samsung, TCL and others. In the eyes of industry experts, TCL, which enjoys the advantages of the entire industry chain, the advantages of the ecological circle, and localized advantages, is obviously more likely to have such an important task than Samsung and other enterprises.

“The ecological advantages of the whole industry chain may be an important entry point for TCL's tune.” Liang Zhenpeng believes that breaking the ceiling of the industry, high prices are the biggest obstacles. Solving this problem requires the strength of a breakthrough. As the only domestic TCL with the advantage of vertical integration of the "liquid crystal panel - backlight module - complete machine manufacturing" industry chain, it has such an irreplaceable leading edge. Based on the entire industry chain, TCL not only created the most complete curved surface product line, but also formed the most powerful surface ecological pattern, and it has the solid strength to break the current surface TV price barriers.

In fact, TCL is already doing this after meticulous layout for the last six months. It is reported that TCL has laid out 6,999 yuan for 55-note TV and 9999 yuan for 65-note TV in the market. Compared with the current average price of 5,619,461 yuan and 55,10918 yuan, TCL seems to play again for a real price war.



TCL Hu Xuejun said that with the TCL's surface layout in place, starting in July, TCL will invest heavily in the field of surface television, set off an unprecedented surface war, so that consumers to 6999 yuan, 9999 yuan to enjoy 55 muscle 65呱 domain curved television, and promote the upgrading of television consumption surface.

Some industry experts said that in the face of the various prices of the industry, all of which are irritating and falsifying, the TCL is really moving, and it is time to put a real price war. And it is based on the high average price of curved TVs and high gamut surface products. The gold content is extremely high. "TCL is a high-grace surface TV, in line with industry trends in the product, to give consumers a huge opportunity to enter the new era of curved surface, giving consumers a non-resonable reason."

Hu Xuejun said that TCL has the ability and determination to change the pattern of curved TV consumption, stabilize the position of surface leaders, and use the major strategic actions in July as the fulcrum in the field of curved surfaces to shake the entire market and usher in a new era of surface television.

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