The title image is from the TV series "Please Answer 1988".
Author: Hibiki Horse |Editor: Ge Weiwei.
"While accelerating the involution, while digging gold overseas. ”After watching the TV series "Flowers", the 40-year-old Chaochao recalled that people at that time were very willing to spend money, and they were more "daring" than people now, such as spending several times their salary to buy a TV.
In the first decade of the last century, TV sets were indeed a "rare thing", which triggered a strong consumer enthusiasm, and people always flocked to it, but with the rapid development of society, even if the TV set continued to iterate, it became more and more difficult to stimulate consumer enthusiasm, resulting in a sense of loneliness that was gradually abandoned.
According to data recently released by Aowei Cloud Network, the retail volume of China's color TV market in 2023 will be 31.42 million units, which is nearly 5 million units less than last year, a year-on-year decrease of 136%, and retail sales were only 109.8 billion yuan, down 23%。You know,This is the fourth consecutive year that the scale of China's color TV market has declined。
In contrast, the entire household appliances "** are showing a growth trend. According to the data, the retail sales of China's home appliance market (excluding 3C) in 2023 will be 824.5 billion yuan, an increase of 3% year-on-year.
Because of this, Aowei Cloud Network shouted: "In 2023, the home appliance industry will mention that the most it will be through the cycle, and from the perspective of the home appliance market,The category of household appliances that most needs to go through the cycle,It is the color TV industry。
* "Retail sales are growing, TV is falling, and the contrast is so strong that it begs the question: TV is about to be abandoned by consumers?"
Regarding the declining sales of TVs, some netizens don't care, and "there are still people watching TV" has become the most common question they give.
Not to mention, this is not the opinion of a small number of netizens, but it is backed by reality. The "2024 New Trend of Smart TV Interaction in China" released by the Prospective Industry Research Institute mentioned that in recent years, China's TV boot rate has experienced a cliff**, from 70% in 2016 to less than 30% in 2022.
The reason for this result, the Prospective Industry Research Institute mentioned the rise of small-screen mobile terminals such as mobile phones and tablets. Among them, mobile phones are obviously the "workhorse".
From the perspective of mobile phones, it has a strong stickiness to users. ** Wang Shuo said in the book "Resilient Survival" that he randomly did a small survey around him and found that the highest number of times a colleague picked up a mobile phone every day was 212 times, which is about the same as picking up a mobile phone every 4 minutes on average when awake.
In addition to stickiness, since the "market capitalization" has seen that mobile phones bring more value to users: "In the era of mobile phones, ** is companionship, pastime, entertainment, is taken out of the trouser pocket, in poop, eating, sleeping, riding in the car, lying crooked, **There is no sense of ritual for a long time, **The initiative is only in me, 3 seconds amused, Lao Tzu turned the page." ”
In the traditional TV model,Since the birth of the TV,Users have been rigidly grasped by the sense of ritual:The living room is **,The family is sitting around,The host is sitting in danger,"Script、Makeup、Camera、Lighting、Broadcast cavity, what do I say,What do you listen to,If you like to watch it or not, it's this。
The reality is true,Compared with mobile phones,Even if there is a screen projection function,You can get a certain degree of freedom,But on the whole,It is difficult for TV to meet the needs of users more flexibly, and watching TV does require a certain degree of ritual, which are all factors that "dissuade" young consumersIt's easy to understand why TV sales continue to decline.
At the same time,The projector has also become an important member of the "newcomer laughs" matrix。Aowei cloud network data shows that the retail volume of smart projection in 2023 will be 6.85 million units, and the penetration rate relative to home display has reached 179%,This shows that smart projection has formed a certain scale in the family,And thus snatched away part of the original market of TVs。
For the reasons for the low frequency of use of consumers' smart TVs, it was found in the survey of the Prospective Industry Research Institute that more than 8607% of the surveyed users chose "use projectors, mobile phones, computers, pads and other alternative TV functions".
Obviously,In the face of projectors、mobile phones、computers、padThese are high degrees of freedom、Strong user stickiness"Newcomer",TV can only face"Old people cry"The embarrassing situation。
TV sales continue to decline, of course, not only the impact of the above-mentioned "newcomers", but also the "drag" of more factors.
For example,The downturn in the real estate market is a key factor
This is because,TV has certain home improvement attributes,Whether it is buying a new house,Or buying a second-hand house,Many people will replace or add new home appliances after moving in,But due to the downturn in the real estate market,The demand for this has become very limited。
In the words of the research and judgment agency: "After the epidemic receded, the real estate market did not usher in a significant recovery momentum, and color TVs, as household appliances in the post-real estate cycle, were affected by commodity demand." ”
Another factor is,The cycle of TV replacement has been extended
According to the analysis of Aowei cloud network,At this stage,The technical development of color TV products is relatively mature,In this context,The safe use period of color TV products is getting longer and longer,It is impossible to stimulate the user's replacement needs。
If you add the aforementioned cliff-like** TV boot rate,The replacement cycle of the menu is further extended,It is even more difficult for users to buy TV。
There is another factor that has been criticized, namely:The user's experience is difficult to satisfy。Not to mention the degree of freedom mentioned earlier,Aowei cloud network research said,"Smart TVAPPThe charge is high""Too many advertisements""Complicated operation"It has become the main reason for the decrease in the frequency of consumers' smart TVs。
According to the research conclusion of the Prospective Industry Research Institute. For the reasons for the low frequency of use of smart TVs by consumers,In addition to"using projectors、mobile phones、computers、pad and other alternative TV functions","Smart TV APPThe charge is high""Too complicated operation""Too many advertisements"It is also the main reason for "persuasion",The proportion of surveyed users who choose these reasons are。 67%。
In the midst of this,The charging issue of smart TVs has caused "public anger" from time to time。To put it simply,The system interface of smart TV is dazzling,It is difficult for users to find what they want,And to **program content,Often have to face a variety of charging routines。
Some time ago, post-80s actor Li Jiaming pointed directly at the chaos of TV charges. in**in,He admitted:"In the past, turning on the TV was TV,Now it's all charged to turn on the TV,What a monthly VIP,I buy a TV and spend thousands,I can't watch it when it's over,Each project has to be charged separately,I feel particularly disgusting。 ”
It is worth mentioning that Li Jiaming said "Is it easy for ordinary people to make money?" I haven't turned on the TV for three years" caused a wide resonance, and netizens followed the post one after another, and vomited quickly.
From the perspective of industry logic, the charging routine behind this is actually the result of the interest game between TV brands, content providers and licensees.
According to the southern *** report,Most of the mainstream brands have set up their own OTT (refers to Internet TV) operating companies,On the one hand, cooperate with Internet TV licensees to provide content,The two sides share membership fees and service fees,On the other hand,Content cooperation with **platform,Multiple partners、Multiple channels and even"Matryoshka"Charging means multiple income**。
In other words, in the context of the declining retail volume and retail sales of TV, various membership fees, VIP and VVIP fees and advertising fees have become the "fat" of the three-way game.
This is a piece of "fat" of 10 billion yuan. According to the "2023 China Family Smart Large Screen Consumption ***OTT Chapter" released by Interactive Entertainment Digital, on the revenue side, in 2022, the OTT advertising market will exceed 20 billion yuan, a year-on-year increase of more than 30%, and in the first half of 2023, although the growth rate will slow down to 13%, the overall market size has reached 23.6 billion yuan.
The above three parties are constantly competing for this "fat meat", and the so-called "eating appearance" of users is left behind, and at the same time, this is also accelerating the "persuasion" of users, further shrinking the "basic disk" of users who are already shrinking. In other words, the competition for tens of billions of "fat" has eaten itself to a certain extent.
Although the relevant departments of the state have joined hands to deal with the problems of TV "matryoshka" charges and complex operations, the first phase of the work has achieved the goal of "starting to watch live broadcasts, reducing the charging package by 50%, and improving consumption transparency", cable TV and IPTV start-up advertisements have been completely canceled, and the start-up time has been reduced from a maximum of 118 seconds before governance to no more than 35 seconds, but the industry logic and interest game have not changed substantially, and the new retail business review believes that the drama of competition and backlash will continue.
TV retail sales、Retail sales are declining,Many charging routines are dissuading users,In order to alleviate the market dilemma,TV brands are also making a fuss about products。
According to the analysis of Aowei cloud network,In 2023, China's color TV market will appear"New、High、Large、Up" and other characteristics, and from here to dig a certain market increment.
The so-called "new",Refers to the new technology Mini LED,Last year, the retail penetration rate of China's color TV MINI LED market was 2.9%, an increase of 18%；
The so-called "high" refers to a high refresh rate of 120Hz+, which can provide a better picture and meet the needs of consumers for a higher viewing experience and game experience. Last year, the penetration rate of retail sales of 120Hz+ products in China's color TV market has reached 319%, an increase of 164%。
The so-called "large" refers to the large size of 75+, which meets the needs of consumers for large screens. Last year, the retail volume and retail sales of large-size products (75 inches and above) in China's color TV market achieved comprehensive growth, and the retail penetration rate of 75-inch products was 199%, an increase of 64%。
The so-called "up",It refers to the development of the TV industry to the middle and high-end,Overall upward,Meet the growing demand of consumers for product quality。
Obviously, "new, high, big, and up" has intensified the involution of China's TV industry, but the positive force contained in it can help the industry get more premiums, or it will promote the growth of retail sales in the industry.
According to the prediction of Aowei cloud network,2024The retail volume of China's color TV market will be 30.85 million units,It will decrease year-on-year1.8%, retail sales of 112.5 billion yuan, a year-on-year increase of 25%。
In addition to competing for the domestic market, TV brands are also increasing their overseas investment.
According to data from the General Administration of Customs, from January to December 2023, the cumulative export volume of LCD TVs was 98.87 million units, a year-on-year increase of 75%。Among them, Hisense and TCL are holding high in the Japanese market, and Nikkei Chinese recently issued an article saying that in the domestic flat-panel TV market, the total share of Hisense and TCL will expand to 21 in 20234%, which took 4 years to double.
Nuggets overseas need to vigorously control costs,In this regard,Chinese TV brands mainly reduce costs through mass procurement and mass production of parts,And then there is more room for profit at the ** level。
Nikkei Chinese Network bluntly said that the domestic TV market in Japan tends to shrink, but the products of Chinese companies are reasonable, coupled with functions such as support networks, "sales have increased mainly among young people, and the sense of presence is increasing."
It is not difficult to see that both domestic and overseas are mining increments in the stock market - according to Qunzhi Consulting's estimates, the shipment scale of the global TV market will decline to 21.5 billion units, a decrease of 25%, a 10-year low.
The good news for China's TV industry is that it's not yet time to be abandoned, and the bad news is that it's getting harder and harder to make money. That's a kind of portrayal of the mood of the times, isn't it?
References: 1"Summary of China's Color TV Market in 2023", Aowei Cloud Network.
2."Hisense and TCL double their share of Japanese TV sales in 4 years", Nikkei Chinese.
3.The first phase of the rectification of TV "nesting dolls" charges: all kinds of charging packages are reduced by more than 50%! This year, we will gradually realize a remote control to watch TV", Nandu Bay Finance Society.
4.Who Killed TV? ", the correct solution.
Today's topic: Do you still watch TV now?