The TV market is in a downturn? The operating rate is less than 30, and the sales are declining?
According to the agency's data, in 2023, domestic color TV sales will total 31.42 million units, down 136%, sales fell by nearly 5 million units, which was the fourth consecutive year of decline.
At the same time, from the perspective of sales, the retail scale of the color TV market in 2023 will be about 109.8 billion yuan, a year-on-year decrease of 23%,It can be seen through calculation,Although the average price is slightly **,But the sales of the color TV market are declining。
In fact, not only are TVs no longer selling well, but the channel conversion rate is also surprisingly low, with previous data showing that in 2016 the national channel conversion rate was about 70%, but by 2022, the conversion rate has dropped to less than 30%.
This shows that the TV is in fact slowly being abandoned.
There are many reasons why TV sets are abandoned by everyone, and even if they buy them, they no longer watch them.
The first is, of course, the rise of small-screen devices such as mobile phones and tablets, which have taken away too much time that should belong to TV, and today's young people prefer to watch phones and tablets rather than TV.
While supporting small-screen devices, it also loves medium-length drama platforms such as Youteng and Mango TV, as well as short**, Kuaishou and other short** platforms, if people don't have enough time, it is difficult to sit still and watch TV patiently.
What's more, in recent years, the property market has been in crisis, and the number of people who buy houses has dropped sharply, and the TV set is actually matched with the house, the house is sold less, the decoration is less, and the TV will naturally sell less, which is inevitable.
The third is that the development of TVs has gradually reached its peak, there is no subversion, in this case, the use cycle is getting longer and longer, because the screen is good, **10 years of TVs are not a problem, the replacement is getting slower and slower, and the sales volume is naturally low.
Fourth, the elderly, who should be the main group of people who watch TV, also stop watching TV because of various luxury operations on TV.
There are too many TV commercials on the Internet, there are problems with the operation, all kinds of VIP members avoid them, plus decoders, TVs, electronic boxes and various remote controls, many elderly people don't know how to watch TV.
As a result, older people who are supposed to be the mainstream of television are no longer watching television. With so many reasons intertwined, it's no wonder that TV sales aren't declining.
However, it is encouraging to note that while TV sales in the domestic market have been declining for the past four years, the export of TV sets is growing, with nearly 100 million color TV sets exported to the domestic market in 2023, up 7 percent year-on-year5%。
Today, Chinese TV brands continue to expand overseas, TCL, Hisense, Xiaomi and other brands, overseas sales continue to grow, they are already world-renowned brands, and continue to grab market share from Samsung, LG, Sony, Sharp and other foreign brands.