3D television attention ratio continues to rise

3D television attention ratio continues to rise “Today, TVs are more and more like airline tickets or long-distance calls. Everyone likes them, but because there are too many companies offering such services, almost no one can make a profit.” The Economist magazine is in an article. The report said. In today’s TV industry, where TV giants have suffered losses, where can China’s LCD TVs go in 2013? ZDC analysts combined China's TV industry and current hot spots to present three major trends in China's LCD TV market in 2013.

Trend 1: The proportion of attention on 3D TVs will continue to rise From the official broadcast of China's first 3D TV test channel in early 2012 to the 3D live broadcast of the 3D TV test channel in London this July for up to 300 hours of the London Olympic Games, I believe there is no Less users have tasted the sweetness of 3D TVs. As a new technology that has only entered the market for three years, 3D TV has had a good development in China this year.

Driven by the launch of 3D TV channels, 3D TV has become one of the major selling points of major manufacturers. In addition, sales of 3D TVs have been further increased along with the decline in prices of 3D TVs and the rapid decline in the prices of accessories such as 3D glasses. The survey company DisplaySearch said that shipments of 3D TVs in 2012 increased by 74% year-on-year. It is expected that in Western Europe and China, 3D TVs will account for 30% of all TV shipments.

According to the ZDC data, the proportion of attention on 3D TVs in China's LCD TV market in Q1-Q3 increased in 2012, rising from 34.4% in the first quarter to 46.0% in the third quarter. With the continuous enrichment of 3D TV channels and content in China and the promotion of major brand manufacturers, it is predicted that in 2013, the proportion of 3D TVs will continue to increase, reaching 60.0%.

Trend 2: Large-size, ultra-high-definition televisions will receive more attention On August 7, 2012, Konka took the lead in holding a press conference in Beijing and released the world’s first Ultra High Definition (UHD) LED-LED84X9600PUE. The total number of pixels reached more than 8 million, the physical resolution of 3840 × 2160, 4 times full HD, 8 times high-definition. Since then, major TV makers including LG, Sony, Sharp and Skyworth have launched their own Ultra HD products.

The listing of UHD ultra-high-definition TVs has attracted widespread market attention in a short period of time. Some people in the industry believe that there are fewer HD channels in China. In the existing radio and television programs, there are only a dozen high-definition channels. Even if consumers buy back ultra high-definition televisions, I am afraid that they will encounter the “wonderful woman can't be without rice”. Difficulties make it difficult for Ultra HDTVs to fully display their space.

Trend 3: The smart TV field will set off a war The traditional market of TV will surely usher in a new revolution under the circumstances that the PC has long been intelligent, and that mobile phones and tablets have become intelligent. The emergence of smart TVs conforms to the development trend of "high-definition", "networking" and "intelligent" televisions.

In China, the profitability of flat-panel TVs has reached 50% in the early years. However, after the fierce competition from major home appliances companies and the price wars in several rounds, the profitability of flat-panel TVs has now fallen below 3%. Nowadays, major TV manufacturers are changing from the traditional “hardware” profit model of whole machine sales to the “hardware + content + service” profit model. By selling TVs, they also provide content and services to customers, and finally form a continuous service profit model. . It can be said that smart TVs are taking advantage of the trend.

From the figure below, we can see that most brands of smart TV shipments have accounted for more than 20% of the overall, of which Hisense, Philips and Hitachi are more than 30%, Skyworth more than 40%, Sony even reached the overall shipment Half of the amount.

According to the survey company DisplaySearch, in the first quarter of 2012, China was the largest smart TV market with a shipment of over 3 million units; followed by Western Europe with 2.6 million units, and North America occupied the third place with 1.7 million units. . How to seize China's smart TV market has become a major issue for major television companies.

With the active promotion of the convergence of China's telecommunications network, Internet, and radio and television networks, and the addition of external competitors, it is believed that in 2013, the smart TV field will set off a new war.


Looking at the current flat-panel TV field, the traditional industrial structure and competitive focus are changing. Whether it is 3D TVs, large-size ultra-high-definition televisions, or hottest recent smart TVs, there is no competition for new technologies and new experiences. Therefore, maintaining the advantages of technology and innovation is the key to winning the powerful competitiveness of TV giants in the field of flat-panel TVs.

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