Visual China.
Judging from the data released by a number of research institutions,This year's domestic TV market has failed to recover,Consumer demand is not strong,**Decline,The entire domestic TV** has been declining year-on-year for five consecutive months10%. Zoey He, a senior analyst at the GFK Home Appliance Division, told Titanium **APP that in the short term, the domestic demand in the market is insufficient, and the general trend of year-on-year decline in retail volume in 2023 has been set.
However, just as domestic mobile phones have increased their overseas layout to seek increments, in the context of the continued downturn in the domestic TV market, Chinese TV brands have accelerated the pace of globalization in recent years to seek development.
According to the retail monitoring data of GFK Global TV (excluding North America) from January to October 2023, the sales share of Chinese brands in overseas markets rose to 141%, an increase of 2 compared to the same period last year9 percentage points;The proportion of revenue contribution from overseas markets of Chinese brands has also increased from 17% in 2019 to 39% from January to October 2023.
Obviously, going overseas has become the core driving force for TV companies to achieve sustainable growth," said Ma Kui, an analyst at GFK's China Home Appliance Division.
It should be pointed out that the needs of different markets are not the same, which puts forward more tests for the brand image, product selling points, marketing, manufacturing, etc. In the context of the narrowing of the global TV market, Chinese TV brands are "rolling" overseas, which is also a reshaping and upgrading from the upstream ** chain to the end product.
In previous articles,Titanium**app has conducted a relevant analysis of the performance of the TV market this year,From the recovery at the beginning of the year to the increase in volume and price in the later period,The current domestic TV market is in a state of"pseudo-recovery"。 According to the total data of Aowei Cloud Network (**c), the retail volume of China's color TV market in the third quarter of 2023 will be 6.95 million units, a year-on-year decrease of 14%.7%, but the scale of retail sales reached 24 billion yuan, a year-on-year increase of 12%。
Lotu Technology.
Considering the current market volume and product strength,Many institutions have also lowered their expectations for this year's TV market。 Among them, Lotu Technology (RUNTO) further lowered the shipment scale of the Chinese market in 2023** to less than 37 million units, a year-on-year decrease of about 7%.
Liu Haijiao, senior research manager of the consumer electronics division of Aowei cloud network (**c), pointed out to the titanium industry that with the gradual relaxation of policies, the real estate market is expected to stabilize, but the probability of substantial growth is low, and the new demand for the color TV industry is smallThe TV replacement market lacks innovative product stimulation,It is difficult to tap the market potential,It is expected that China's color TV market will still face relatively large scale pressure next year。
The performance of domestic TV is also a microcosm of the global market. According to GFK's retail monitoring data for the global TV market, the global TV market will shrink from January to October 2023, with sales of 94.17 million units, down 6% year-on-year, and sales of $45.2 billion, down 12% year-on-year.
Previously, statistics pointed out that since the third quarter, China's home appliance exports have shown an accelerated recovery trend. For the TV industry, with the acceleration of brand globalization, more Chinese TV brands have increased their overseas layout and investment in order to find new increments.
Data from GFK shows that Chinese brands accounted for 24 percent of global sales in 20196% rose to 286%；In terms of regions, the share of Chinese brands in the CIS, Central and Eastern Europe, and Western Europe increased significantly year-on-year.
Public information shows,In the first half of this year,Hisense TV sales in Germany increased by more than 60%,Overall in Germany、Britain、Italy、Spain and other 9 countries in retail share ranked in the top three。 According to Omdia's statistics, TCL TV's global shipments in the first half of 2023 will reach 11.47 million units, with a market share of 124%, ranking second in the world.
It has never been easy to open up a market in an unfamiliar area. Even the top brands in China have to start from scratch in overseas markets. Over the years, Chinese TV brands have been deploying overseas, and have enhanced their local influence through the implementation of products, technologies, and manufacturing.
To put it simply,Chinese TV companies are currently in a stage of continuous expansion,There are three main ways:One is to TCL、Hisense as the representative to expand overseas markets through its own brand,The second is traditional TV companies,Such as Changhong、Skyworth, etc.,The way to go overseas includes its own brand going overseas and OEM business going overseas,The third is pure OEM enterprises,Such as Maojia、Zhaochi、Gaochuang and other enterprises,By expanding brand customer resources、Global production capacity layout。
Li Aiping, a senior analyst at Ovirivo, revealed to the titanium **APP that at present, under the overseas expansion strategy of TCL and Hisense, the scale of overseas shipments has continued to expand in recent years, and the annual overseas shipment scale has reached 1500-20 million units, which has a strong impact on the market share of overseas brands, and the global TV brand shipments are among the top three;The second overseas business is currently dominated by OEM business, with an annual overseas shipment scale of 7 million to 9 million unitsThe third type of overseas shipments is 5 million to 12 million units.
Due to the large differentiation of different markets, Chinese TV brands must make targeted adjustments in marketing and product planning. Li Aiping, a senior analyst at Ovirivo, said that the domestic market brand has a greater right to speak, and the price increase or price reduction is mainly based on the opinion of the brand, and the foreign market channel is king, and the channel has a great right to speak, and the brand needs to establish a close cooperative relationship with the channel.
Due to competition, patents and other reasons, overseas markets have higher compliance requirements, and TV companies entering overseas markets should pay attention to compliance inspections in terms of products, patents, and funds. ”
Ma Kui, an analyst at GFK China's Home Appliance Division, also pointed out that in terms of demand structure, there are obvious differences in the first zone in various regions, and it has become the core of overseas marketing to study the level of consumer demand in various places, conduct market segmentation and determine the target market, formulate product strategy and plan product roadmap.
It can be seen that in order to quickly enter the local market, some brands will enter the game through acquisitions, and then copy their own ** chain and R&D capabilities to obtain benefits. Enterprises that enter the game through their own brands will vigorously sponsor the activities of well-known events and play the banner of the brand, such as Hisense's sponsorship of the European Cup, and TCL becoming the official partner of the German national men's football team.
Zhang Shaoyong, vice president of TCL industry and CEO of TCL Electronics, once told the company that the overseas market is very large, and it has maintained double-digit growth in the past two years, and TCL's overseas development has also entered the second stage: brand value leads the scale growth. "Since 2021, we have put forward a very clear strategy to enter the second stage, the brand value will grow, and we will make products as good as Samsung and Sony. "With the changes in the market and user needs, higher requirements have been put forward for the products of TV brands, which has also led to changes in the operation and business strategy of the brand. If you want to gain a long-term foothold in overseas markets, you must have core competitiveness to meet the needs of the local market in terms of technology, brand and channels, and production. In other words, it is to integrate more into the local market through overseas localization business strategies.
At present, TCL has sales organizations in more than 80 countries and regions, business in more than 160 countries and regions, and has set up intelligent manufacturing production bases in many countries and regions around the world. Hisense has 34 industrial parks and production bases, 25 R&D institutions, and 66 overseas companies and offices around the world.
At the same time, brands need to be clear about the market's judgment and direction of products, so as to launch products in a targeted manner and avoid detours. GFK said in the report that focusing on the global TV high-end market from January to October 2023, the sales of quantum dot wide color gamut, GPU synchronization, 75 inches and above, and Dolby Atmos Dolby Atmos products increased year-on-year respectively, and its market growth rate was far better than the overall market performance of TVs in the same period (negative growth of 12%).
Ma Kui, an analyst at GFK China Home Appliance Division, pointed out that in terms of consumption Xi, domestic consumers are relatively keen on large sizes, while foreign consumers pay more attention to picture quality, especially in developed Asia and Western Europe, which prefer high-quality display technology, for example, the sales proportion of OLED products in these regions has exceeded 239%；In terms of marketing, the high-end market coverage and brand image of products are standardized, and domestic brands still need to be improved and strengthened.
Visual China.
From foreign "volume" to overseas, the key to winning the future brand is innovation and investment, and the core problem faced by TV manufacturers is how to define innovation and value. In the view of titanium **app,Chinese TV brands going overseas,It is also a reshaping from top to bottom from the first chain to the terminal market。 Compared with foreign brands, Chinese brands should combine their advantages in intelligence, connectivity and the best chain, and develop new increments through product technology innovation and matching with local consumption concepts.
Li Aiping, a senior analyst at Ovirivo, also believes that in foreign markets, on the one hand, it is necessary to expand brand awareness and market share through the promotion of influence, and on the other hand, it is necessary to make differentiated products for different consumer groups in various regions and enhance the international image of Chinese brands.
However, it should be noted that focusing on innovation, but not useless differentiated innovation, meeting market demand is the minimum requirement. Previously, when talking about related topics, Zhang Shaoyong did not show too much anxiety, he told that with the development of science and technology today, it is difficult to find the demand that can be imagined, and the brand does not provide.
It is difficult to innovate like Steve Jobs that changed the world, and we are also very cautious in differentiating innovation, innovating along the main track, which is the big principle, and continuous progress makes sense. ”(This article was first published by Du Zhiqiang, edited by Zhong Yi).