Four major changes of TV market in 2019 and six highlights in 2020

8K TV exposure ignited high-end competition at CES 2019. 8K TV was exposed in a pile. Samsung, Sony, TCL, Skyworth and other domestic and foreign manufacturers also claimed to lead the TV industry into the 8K era. Later, with the high and low product maturity and the supply chain situation, the competition gradually widens the gap. Samsung and Sony become two brands that can provide complete 8K TV solutions in 2019.    When the smart screen came into the market, the industry called Wolf's glory. Huawei successively took the smart screen as its name, announced to enter the home screen market, the perfect interconnection with mobile devices, rich and practical bottom-level programs, unique and innovative functional design, so that once the smart screen came into the market, it immediately attracted the attention and change of the TV industry. Overnight, various "smart screen" products flooded the e-commerce platform.
OLED opened a new factory, supply was alleviated, OLED TV became the most popular TV category in China's TV market in 2019 with 26.8% attention. As the only supplier of OLED panel for TV, Korean LG display was seeking solutions for the shortage of OLED panel. On August 29, 2019, Guangzhou 8.5 generation line OLED panel factory of LG display was completed, which puzzled the progress of OLED TV The barriers to further expansion of production capacity have become history.
Xiaomi's sales volume is 10 million yuan. In the release of the sales performance at the end of 2019, most brands seem to be quite low-key. Only Xiaomi TV high-key announced that the annual sales volume exceeded 10 million yuan, which is hard to be valuable for an Internet TV brand with less than 10 years of history. It's no mistake to regard this achievement as Xiaomi TV's success at the strategic level, but a series of hidden worries behind it should also attract the attention of the industry, such as the homogenization of products, the stagnation of technological innovation, and the backwardness of experience.
Briefly commented on several major events of China's TV market in 2019. Let's look at 2020 and see what changes we will see in the next time:
Market sales stop falling and stabilize 
1. Since the introduction of Internet TV into the market, the growth stage of China's TV market sales volume has come to an end in 2018. From the data that some institutions haven't published publicly, the sales volume of China's TV market in 2019 is also a year-on-year decline. It is predicted that in 2020, China's TV market will get rid of the shadow of decline for a short time and achieve positive growth. The three bases of this prediction are: the large number of users of China's old TV products, judged by the seven-year service life of TV products, 2020 will still be the peak of TV replacement, and the demand for replacement consumption will be strong; in 2020, Tokyo Olympic Games will realize 8K video signal transmission for the first time, stimulated by new technology It will trigger the replacement demand of middle and high-end users; in 2020, the traditional TV categories positioned at the high end are expected to substantially adjust their market strategies and start to capture the middle and low-end market, such as OLED TV, or 8K TV that attracted a lot of attention in 2019.  Due to the above industry trends, we are optimistic that the sales volume of China's TV market will be improved in 2020, and consumer demand is expected to turn itself around without the favorable influence of real estate and other economic environment.
2. The price war spread to the middle and high-end in 2018 and 2019. The price war in the TV market is booming, and the weak market demand makes the brand manufacturers more dependent on the price leverage. Therefore, the TV price declines in a large cycle. Affected by this, the upstream display panel enterprises are affected, and even in the third quarter of 2019, 55 inch LCD panels and other mainstream specifications are sold below the cost price Status of sale. On the other hand, under the background of "unprofitable" traditional main shipping force such as 55 inches, large-scale products such as 65 inches and above have become the export for manufacturers to maintain normal profits. In 2020, the upstream panel capacity will continue to exceed the demand under the leadership of Chinese enterprises, and brand manufacturers can only strive to make profits in large-scale, medium and high-end markets, so the spread of price war to medium and high-end markets is also a high probability event in 2020.
3. 8K TV has made a dazzling debut in 2019. After a round of hype and debate, 8K TV has become an important choice for upgrading. In March 2019, the Ministry of industry and information technology issued the action plan for the development of ultra high definition video industry (2019-2022), and gave the expectation that "in 2022, the overall scale of China's ultra high definition video industry will exceed 4 trillion yuan", which will undoubtedly bring a great boost to China's ultra high definition video industry. 2020 is the key year in the plan. The 8K broadcast of the Olympic Games and the holding of the European Cup are all It provides a favorable environment for the rapid penetration of UHD TV, especially 8K TV. Especially under the background of Samsung, Sony, sharp, LG and other leading brands vigorously exploring 8K TV market space, 2020 will be the year of 8K TV market explosion.
4. OLED has set up a good image of professional imaging, art design, high-end consumption, quality life and other products in China's TV market. In 2020, after LG display Guangzhou factory realized mass production and ended the shortage of OLED panels, OLED TV will also usher in a new strategic upgrade. It is reported that 48 Inch OLED TV panels have been in mass production plan, Compared with 55 inch, 65 inch and 77 inch OLED TVs, the appearance of 48 Inch also released the signal that OLED began to seize the central market. In addition, Huawei and Xiaomi, two of the most influential brands in China's science and technology market, have announced that they will join OLED camp to launch relevant products in 2020, which is undoubtedly encouraging news for OLED TV's further expansion in China.

5. Rich product form innovation

In 2020, we are likely to see a TV form different from the previous one with four square screens. These innovative products include curly, folded and even transparent TV products. Of course, smart screen products based on the blueprint of "large screen mobile phones in living rooms" also belong to this category. A richer form corresponds to the user's generated or potential application needs. The emergence of these products will greatly expand the applicable scenarios of TV categories, for which we maintain high expectations.

6. Huawei Xiaomi is worthy of attention in terms of TV brand manufacturers. We think Huawei and Xiaomi are worthy of special attention in 2020. Huawei's smart screen has called out the sales target of "10 million sets" since its debut, and Xiaomi took the lead in achieving this goal in 2019. In terms of the annual sales capacity of 45-50 million TV sets in China's TV market, it is unlikely that two brands will achieve 10 million sales at the same time. Therefore, in 2020, the competition between the two brands may be an interesting point. Finally, the quality experience of the smart screen will prevail, and the price war of advertising TV will lead to ups and downs. Please wait with us.