Slowdown in the growth of the civilian market, color TV giants collectively to force commercial TV

With the shrinking of the civilian TV market, color TV companies have begun to increase their attention to the commercial TV market. However, since the second quarter of this year, the growth rate of the commercial television market has also shown a slowing trend. It is not easy for color TV companies to try to ease the industry crisis through commercial TV.

Recently, Skyworth announced that it has cooperated with Del flooring, Home Inns, Hanting Hotels, Foton Lovol, Focus Media and other large companies. This year, commercial TV is expected to hit a sales volume of 1.2 billion yuan last year. The sales scale of 1 billion yuan rose by 20%. "In the future, we will also increase the research, development, and investment in commercial television."

Other TV companies also showed unprecedented enthusiasm for the commercial market. Samsung said that it will refine the commercial TV market this year. Tong Fei, vice president of the TCL Systems Technology Business Division, said that he hopes to work together with partners to expand the commercial TV market.

The hotel is the main sales market for commercial television. According to AVC data, foreign brands occupy absolute advantages in high-star hotels (4-5 stars), while domestic brands generally dominate in other locations except high-star hotels, especially 3 stars and below in hotel and leisure area.

The shrinking of the civilian TV market caused color TV companies to increase their investment in commercial TV, mainly due to the slowdown in the growth of the civilian TV market.

“At present, the color TV industry has reached a crossroads. Upstream and downstream enterprises are in trouble. Everyone is looking for a breakthrough.” Zhang Xuebin, chairman of the board of directors of Skyworth Group, said in an interview with the media that the industry upgrade from CRT to flat-panel TV has brought about Dividends in the industry are gradually disappearing. Although the losses of color TV giants have their own reasons, the global growth rate of flat-panel TV services is the main reason.

It is worth noting that although emerging alternative technologies such as LED backlighting, 3D and smart TVs are emerging, DisplaySearch, an industry organization, still predicts that in the next five years, even in emerging markets, the growth rate of television will be only about 6%. The global color TV industry has entered a period of low-speed growth adjustment. The impulse of price increases of major color TV companies has also been stifled by the shrinking demand, so TV companies have to find new profitable space.

It is understood that the profit margin of home TV is generally 15% -17%, while only 10% of commercial TV. However, experts said that due to the price war caused by competition, the prices of home and commercial models are getting closer, and commercial models of the same size are even lower than commercial models. Under such circumstances, it is reasonable to increase commercial investment.

The commercial TV market is mixed. Compared to the Red Sea state of the civilian TV market, the commercial TV market has huge room for development. Recently, the research report of China Commercial Display System Industry (B2B) announced by Ovid Consulting predicts that in 2011, the industry scale will be expected to exceed 40 billion yuan, and the growth rate will exceed 25%.

In spite of this, the market is not as optimistic as it seems. According to market normal conditions, the first quarter is usually the off-season of flat-panel commercial TV. Since then, the market will have a steady growth trend. However, this year's situation is different. In the second quarter, the sales volume and sales growth of commercial flat-panel TVs both fell.

In the first half of the year, the sales volume of commercial flat-panel TVs in China was 1.325 million units, and the sales amount was 3.23 billion yuan. Compared with the same period of last year, sales volume increased by 27% and sales increased by 10%. In 2010, the sales volume of China's commercial flat-panel TV market was 2.82 million units, with sales of 9.89 billion yuan, sales volume increased by 43.2% year-on-year, and sales increased by 20.1% year-on-year. The industry generally believes that the commercial television market has missed the best development period. In addition, the global economic environment is sluggish, and the development of commercial television will not be even.