Hisense's high-end market is ranked first
Samsung Sony Faces Challenges in High and Low End MarketsColor TV is a fully competitive market. Full competition means that there are variables at any time. At some times, there is a slight inadequacy and market share is taken away by other brands.
In the first quarter of this year, the "foreign brands" represented by Sharp and Philips formally declared their return. Although Sharp and Philips have been governed by Terry Gou's Foxconn and Xuan Jiansheng's TPV, in the eyes of many consumers, they are still foreign brands. In the brand classification of many research companies, they are also listed as foreign brands.
It is because of the use of some consumers do not know this, the first quarter of the TV market staged a crazy scene. According to statistics, in the first quarter of this year, the overall market share of foreign brands increased by 30% year-on-year due to the growth of Sharp and Philips. Due to Sharp's involvement, LeTV Super TV experienced a sharp decline in a single quarter. Philips also gained nearly 30% growth online because of its ultra-low prices.
According to reports, compared with Sharp and Philips, other foreign brands such as Samsung and Sony did not see large-scale gains in market share. Obviously, the strong performance of foreign brands was robbed by Sharp and Philips, while the performance of traditional foreign brands Samsung and Sony was not good enough.
Samsung is not eye-catching compared to Sharp Philips
If we carefully compare the amount of performance, we found that Sharp and Philips are taking ultra-low-cost strategy, which is undoubtedly a great impact on Sony and Samsung low-end products. Even if the next Sharp and Philips were criticized by the domestic brands Hisense, Skyworth and TCL, the price has been raised, but the impact on the market share of low-end products in Sony and Samsung is difficult to resist. Simply put, Samsung and Sony's mid- to low-end market will continue to be affected by Sharp and Philips.
However, the high-end large-screen market is the battleground of the military. This is the main source of profits for the company. Market data shows that the popularity of Hisense Ultra picture quality television and the explosion of laser TV have taken precedence in the large-size market for several consecutive quarters. Samsung and Sony’s dream of dominating the high-end market is shattering.
Not satisfied with the first three and won the top size of HisenseJust after the Spring Festival, a WitsView report has caused a stir in the industry. The main reason is that it has carried out statistics on the global shipments of color TV brands in 2016. The results show that in 2016, global shipments of Samsung TVs were 47.9 million units, which remained unchanged compared to 2015; global shipments of LG TVs were 2820. Million units, as compared to 29.4 million units in 2015, was reduced by 1.2 million units, and the annual growth rate was -4.1%; Sony TV's global shipment volume was 11.7 million units, which was a decrease of 400,000 units compared to 12.1 million units in 2015. Taiwan, the annual growth rate is -3.7%.
Japan and South Korea color TV companies either remain unchanged or experience negative growth. The Chinese color TV companies represented by Hisense and TCL have surrendered their growth. The most prominent is Hisense, whose TV shipments worldwide reached 13.3 million units, an increase of 500,000 units from the 12.8 million units in 2015, and the annual growth rate reached 3.9%, replacing TCL as the newest global top three color TVs. enterprise.
A sensational ranking
This report shows that Hisense has been actively expanding in the global color TV market, and its market share has surpassed that of Sony and TCL, ranking it among the top three in the world.
However, this is just a starting point for Hisense’s impact on Sony Samsung. In the past May Day, the color TV market generally performed poorly. The overall sales volume of color TVs decreased by 25.85% year-on-year, and sales volume decreased by 14.88%. However, the sales volume of Hisense ULED increased by 65.05% year-on-year, and its sales increased by 53.27% year-on-year; sales volume of Hisense's laser televisions increased by 195.00% year-on-year, and sales in the 85-inch and above markets accounted for 52.59%. In the 55-inch and large-screen television market, Hisense TV's sales and sales share were 16.90% and 16.56%, respectively, both of which ranked first in the color TV market.
Overseas is also selling well
To know that the high-end large-size market has always been the hinterland of foreign brands such as Samsung and Sony, and it is also the main position for them to obtain profits. However, this year, they are frequently affected. LeTV clearly wants to grab 3S users. Xiaomi, micro-whales and other Internet brands are also expanding the high-end big-screen market.
Relatively speaking, Hisson’s operation has the most obvious effect. It uses the first consecutive performance of 55-inch and above for several months to tell Samsung and Sony that Hisense, China’s high-end large-size market, is already the first, and the global high-end large-size market Later, it is no longer the exclusive space for brands such as Samsung Sony, because the Chinese wolf really came.
It is precisely because of the overall downturn in the color TV market that color TV brands have sought opportunities in the high-end market. The strategic significance of high-end big screen to Samsung Sony does not need to go into details. The emergence of “new desperate Saburo†Hisense who will fight quality and cost-effective will undoubtedly further erode the share of Samsung and Sony in the global high-end market, and will not put Samsung in Samsung. We will wait and see for the more narrow market of higher-end markets.
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