Generally speaking,Every year11Month should be the most important month of the year in China's color TV market。 Because,This month"Double Eleven"It is the most important"and"Expectation"The node of many color TV companies,It is the most important opportunity for annual impulse。
However, this expectation did not "come true" in November 2023, and on the contrary, the pressure on sales continued. Data from industry organization Lotu Technology shows that in November 2023, the total shipments of China's TV market will reach 3.57 million units, a decrease of 4% from October5%, down 132%。
After seeing the above data, an industry insider said to the "Audiovisual Circle" that he thought of the unsatisfactory performance of this year's Double 11, and may be "inferior" in November compared with the same period last year, but he did not expect that there would be 4 compared with October (last month).5%Sales declined,To a certain extent, this reflects the current color TV market"Helplessness and dilemma"。
In addition,Lotu said,11month"Color TV **sluggish",This is also a year-on-year decline of more than 10% for 5 consecutive months after entering the second half of the year。 Up to now, the cumulative total shipments in the first 11 months have decreased by 6 percent year-on-year6%。Behind such a "stall",It will also indicate that the shipments of the color TV market will continue to decline throughout this year"It's a fact。
To this end, Lotu Technology (RUNTO) was further loweredFor the full year of 2023, shipments in the Chinese market will be less than 37 million units, a year-on-year decrease of about 7%.
Under the reduction market: brand differentiation will be further intensified
The color TV industry is in an absolute "reduction" trend。 When it comes to the overall trend of the brand, it is also showing the market characteristics of oligopoly effect and continuous brand differentiation and expansion.
Among them, the top 4 (Hisense, Xiaomi, TCL, Skyworth) also "couldn't resist" the decline in shipments in November. Lotu data shows that the cumulative total shipments of the top 4 brands in the month reached 2.88 million units, a year-on-year decrease of 80%。But comparatively speaking, the decline is less than **. At the same time, the total annual cumulative shipments also increased by 08%；The cumulative market share of the year reached 793%, an increase of 5 compared with the same caliber in 20228 percentage points. It can be seen that the first camp brands have shown a certain degree of resilience, and in a weak market environment, the impact resistance of TOP4 is significantly higher than that of the market as a whole. The top 4 market accounts for nearly 8 percent, which indicates that the concentration of top brands is high, which also indicates that the trend of other brands is more worrying.
In November, the specific shipment data also supports the above view. It is reported that Hisense (including sub-brand Vidda) shipped more than 800,000 units in November, winning the first place in the month, and one step closer to the first place in total annual shipments.
TCL (including sub-brand Thunderbird) shipped about 800,000 units in November, ranking second, hitting a new high for the year and the same as last yearXiaomi (including Redmi) shipped nearly 700,000 units in November, ranking third. Skyworth (including the sub-brand Kukai) shipped more than 600,000 units that month, ranking fourth. At the same time, Skyworth ranked first in a year-on-year increase in a single month, with an increase of more than 10%;Its annual cumulative shipments also increased by more than 10% compared to the same period last year.
The traditional three giants of the second camp continued to perform "sluggishly": the combined shipments of the three brands of Changhong, Konka and Haier in November were about 500,000 units, a sharp decrease of 305%, and the consolidated market share continues to be within 15%.
Among the foreign brands, Sony, Samsung, Philips, and Sharp shipped a total of less than 200,000 units in November, a year-on-year decrease of nearly 20%, and the combined market share was less than 5%.
From the specific performance of the above brands in November, there are the following market characteristics worth "pondering":
One of them:Hisense TV continues to sit firmly in a single month in 11month,This is Hisense and Xiaomi in the first three quarters of shipments"Tie"Background,Successively in 10month、11Beat Xiaomi"Ranked first",This means that Hisense is far from the first place in total annual shipments"Great hope。
Second: Xiaomi ranked third in November, which had Double 11This releases an important signal: the era of relying on low prices to "dominate the list" has gradually passed.
for,Xiaomi TV fell out of favor in November this year,In addition to the overall market downturn, the reason for the "low price can't support the volume",It is also related to Xiaomi's current initiative"Rushing up",It is related to low-end strategic cutting。
It is reported,Since the beginning of this year,The strategy of Xiaomi TV is changing,No longer chasing the share of shipments,Focus on product structure upgrading and operating profits。
Third, brand differentiation is further strengthened。Among them, the single shipment volume of any of the three head brands Hisense and TCL and Xiaomi is "comparable" to the traditional three giants Changhong, Konka, Haier (the sum of the three is 500,000 units) + the sum of the seven mainstream brands of the four major foreign brands Sony, Samsung, Philips, and Sharp (the sum of the four is only 200,000 units).
Behind all this data also shows that the top brands and others on the market.
The second- and third-tier brand camps have formed a huge gap of "completely different magnitudes". Even,Between the top three brands and the fourth Skyworth, there has also been a gap that can accommodate the four major foreign brands of Sony, Samsung, Philips and Sharp (the sum of the four is only 200,000 units).
Postscript Comments: Demand is shrinking at an accelerated pace, the market is accelerating oligopoly, and the industry pattern is strong. At present, the domestic color TV market is no longer a pattern of "anyone can easily survive"。 The TOP4 is always strong, the TOP3 advantage is expanding, the survival crisis of the second and third-tier brands is increasing, and the future market is likely to enter a new stage of "brand elimination".