Every 4K smart 3D has a color TV business how to start differentiated competition

In the 2014 11th promotion season, a “big test” for color TV companies has begun.
From the beginning of the year to this biggest traditional promotion period, the color TV market is not a good show. According to Zhongyikang data, LCD TV sales in January-August were 28.19 million units, down 6.6% year-on-year; retail sales were 98 billion yuan, down 13.2% year-on-year.
Promotion is difficult to promote "price"
The market for the 11th promotion season is also not optimistic. The forecast data of Aowei Consulting shows that the overall market retail volume of W38 (the first week of the 2013 National Day promotion period) is expected to be 1.06 million units, down 28.9% year-on-year. Dong Min, general manager of Aowei Consulting's black electricity business unit, said that in the eleventh week of this year, the color TV market's year-on-year growth rate is expected to be only 1-2%. "It is not excluded that some brand enterprises will have a 5% year-on-year increase, but the overall market growth rate. It won't be big."
Peng Xiandong, general manager of Zhongyikang Consumer Electronics Division, holds the same view. He believes that the market for color TVs this year should be similar to last year. The better forecast is a slight increase, pessimistic and even possible. "One is because the National Day and Mid-Autumn Festival dates are close, and the two festivals are far away this year. Second, because the national energy-saving policy was withdrawn after the exit last May, the overall market sales were very poor. By October last year, the promotion of various enterprises had already been Very large, based on the above, this year's National Day may achieve a slight increase, it may also decline, and I think the possibility of a decline is even greater."
In terms of price, Peng Xiandong believes that although the market is not booming this year, the price reduction in the 11th promotion season is not large. He said that the price of color TV on the National Day market should be similar to that during the Mid-Autumn Festival and September. According to the data of Zhongyikang, from the beginning of the year to the present, the average price of the product has dropped significantly, with a drop of around 10%. The price has been rising, so the pressure on manufacturing companies is also great, "However, the price of large-size, high-end products still has room to fall."
Vendors have different advantages
Talking about the trend of this year's eleventh, Peng Xiandong believes that 4K is the hottest hot spot for all brands, and related companies will increase the promotion of 4K products.
"At present, high-resolution, smart color TV is the mainstream in the market, consumers pay more attention to these products, but smart, ultra-high-definition, 3D TV have every family, to better attract consumers' attention and occupation. The market also needs some unique differences."
Beyond 4K, Sharp introduced the industry's original technology, the new four-color technology, to seize the market earlier this year.
According to Wang Hongguo, deputy director of China National Grid's Black Power Editor, the new four-color technology is based on the original four-color technology (that is, yellow is added to the RGB three primary colors, and the color gamut is significantly increased). Its core strength comes from both the panel and the chip. Among them, Sharp's unique "sub-pixel segmentation drive engine technology" and "sharpness reconstruction chip", "4K image enhancement chip" play a role. Through these technologies and chips, each of the original sub-pixels can be divided into two and independently driven, and the upper and lower parts of each sub-pixel can independently display different brightnesses. A pixel can display 2 brightness information in both horizontal and vertical directions, so that the screen achieves high definition performance close to 4K.
In the market, Sharp LX850A, LX960A and other new four-color electricity is well received, but Dong Min pointed out that Sharp's performance on the line is very good, because the current consumer's favorite for Sharp's new color TV is mainly due to the low price of the product. Some, but in fact most consumers have not yet understood the true technical charm of the "new four colors."
The new four-color technology has a large market space in the current environment. Dong Min said that the current 4K video content is scarce. Even if consumers buy 4K TV, they will not be able to enjoy the Ultra HD experience without the source. However, if the user uses Sharp New Color, they can realize the 2K content. The 4K experience, "This is a very good differentiated innovation."
Like Sharp, other brands have their own differentiated competition points. Skyworth's main GLED, geek Internet TV, is a new generation of LED TV independently developed by Skyworth; Hisense's main competitive product is ULED; TCL's "magic weapon" is QLED display technology, TCL believes that this technology may replace OLED, Because the performance of this technology does not lose OLED products and the price is lower; Haier's "Haier Ali TV" with 4K widescreen engine technology can make ordinary film source and present the optimal visual experience...
The share of foreign brands is gradually recovering
Another feature of the 11th Golden Week TV market this year is that the “call” of foreign brands will be even greater.
According to the data of the first week of Aowei Consulting in September, the current market share of domestic and foreign brands accounts for the offline market: domestic brands sell 70%, foreign brands account for 30%; online, domestic brands 79 %, foreign capital 21%. However, according to many sources, the market share of foreign-funded color TV brands has entered a recovery period from January to August this year.
Dong Min said that in the past few years, the growth rate of foreign brands has slowed down, but this year, Sharp, Samsung, Sony and other companies are much better than last year. “From January to August, domestic brands fell by 1.9% overall, while foreign brands grew overall. 0.4%".
During the 11th period, domestic and foreign brands held or participated in the promotion activities of e-commerce. For example, Skyworth cooperated with Jingdong to launch a smart TV upgrade storm. In Jingdong, Skyworth ESD full range of product reviews were returned to Beijing, some product reviews Cash back; from September 26th to October 7th, Sharp launched the "Sharp hurricane profit-making action", the new four-color technology smart TV, 4K TV have a larger discount......
What level of foreign brands can be restored this year? What are the exciting challenges of the 4K war of differentiated competition? The answer is about to be announced.