Review and Prospect of LCD TV market in the first half of 2009

LCD in the domestic market in the past two years after the explosive growth, in 2009 by the CRT TV alternative momentum, continue to move forward. In the first half of China's domestic LCD market retail volume continued to maintain the growth rate of more than 60%, due to a substantial decline in product prices, retail sales and the same period last year.

From the view of the market structure, the first half of 2009 three or four rural market LCD TV sales proportion gradually expand the proportion of retail sales by 22% in the first quarter of 2008 increased to 30% at present; from the product structure changes, the 2009 LCD TV market in the first half by falling prices and home appliances to the countryside and other factors driving effect, small and medium size proportion of sales increased significantly; at the same time, large size, digital TV, LED, network, energy saving and other functions become the focus of market attention, 240Hz, H.264 technology has become the high-end product standard.

While the market brand competition is still fierce, various factions rely on different resources, respectively based on city and countryside market, choose the development, the current domestic brands to take solid improvement, S3 relying on technology, brand, rapid advance, both offensive and defensive LG AOC Tsinghua Tongfang rise up.

First, the development of LCD market in the first half

1, the scale continues to rise, enhance the status of rural

Ovid consulting (AVC) data show that the first half of 2009 Chinese domestic LCD market continues to grow, the first half of LCD sales reached 9 million 10 thousand units, accounting for 59.6% of the overall TV market, compared with the same period last year increased by 64.7%; sales of 42 billion 370 million yuan, affected by the decline in sales prices, with the same period last year.

From the above LCD TV market trend is not difficult to find, since the beginning of the 2008 quarter of third, by the whole color TV enterprises especially the impact of domestic brand "Olympic campaign" and "LCD storm" marketing activities, city and rural market LCD TV sales ratio have been rapid growth; different from the other 2009 two quarter. Quarter year-on-year growth peak, in addition to the LCD market's development, in the two quarter of 2008 5 - 12 Wenchuan earthquake consumption is one of the reasons of stagflation.

The decline in the price of home appliances and other factors and stimulating impact to market three or four LCD TV sales accounted for the proportion of LCD TV sales gradually expanded to 09, the two quarter has reached nearly 30%, but the LCD TV market accounted for three or four of the size of home appliances accounted for only 16%, which is related to the consumption power of the rural market and the price of color TV to the countryside.

2, the price decline and the promotion of small and medium size share of home appliances to the countryside

The terminal price quickly fell to less than 3000 yuan and home appliances to the countryside policy factors stimulating, 32 inches and below specifications significantly improved in LCD retail internal proportion; the 40/46 camp by 42vs40 and 47vs46 in marketing strategy and price impact pressure upstream panel factory, in the first quarter sales proportion has declined, the two quarter of the proportion increased.

3, brand competition: T6 solid upgrade S3 LG, both offensive and defensive, rapid advance, Tsinghua Tongfang AOC spare no effort to catch up

T6 camp (TCL, SKYWORTH, Haier, Hisense, Changhong, Konka) in 2008, with the help of the "Olympic campaign" activities such as force, and through the product line constantly updated definition of the terminal channels of investment and the price war and gradually established a dominant position. But due to the impact of price rises and the shortage of the panel, the two quarter of 2009, the domestic brand position in the market to decline, S3 (Samsung, SONY, SHARP) with the technology and resources panel both offensive and defensive, while LG, AOC, Tsinghua Tongfang brands are force upgrade LCD TV market, the increasingly fierce market competition.

Two, LCD market characteristics and hot analysis

1, dumbbell pattern of consumption gradually

With the further evolution of the TV market product technology, function, and the diverse needs of people in different regions, the China TV market to high-end and low-end two market differentiation trend more obvious: better market, high-end consumer groups are more willing to spend money, Mai Gaopin products and services of high value, multi function and emotional more; low market, low-end consumer groups are more concerned with a relatively low purchase price can meet the demand for cost-effective products and services, flat-panel TV market dumbbell is gradually showing a trend.

2, three kinds of trends undercurrent

In the marketing process in the product, price, promotion and channel is a complete system, from the future development trend, domestic manufacturers are most familiar with the price, promotion and channel war will inevitably, Ovid consulting (AVC), LCD TV price war, war, war promotion channels showed the following characteristics:

1) price war: Joint Industry Chain actively launched a price war, pulling the domestic brand market and share. In today's TV market, the price is still the major driving force of the development of the market, especially during the holidays, "price temptation" killer emerge in an endless stream: in 2008 golden week, the joint venture brand price, especially in large screen products, a decline of up to 25% ~ 30%, thus pulled up the market share; to the two quarter of 08, with the help of the T6 camp "Olympic offensive force, and gradually established a dominant position; and by the end of 08 to 09 yuan at the beginning of the year, the spring season, the domestic brands have reduced, leading edge gradually widened the joint venture brand camp, gradually lay the" seven world "market pattern.

2) promotion war: from the naked price back to a variety of ways to promote the transformation. In the price war denounced the market, consumers' aesthetic fatigue, the price is no longer simply push the market