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Television, as the "four big things" in the traditional sense of China, is no longer popular. Although the new products are getting bigger and bigger, the price has gone down all the way, and even been abandoned by young consumers.

Television, which was born in 1925, is about to pass a century, but unfortunately, the market can't wait to replace it.

No matter how big the TV can be, there is still an undeniable fact: there has been no technological iteration in the TV industry for nearly 20 years.

The last "technology war" in the TV industry can be traced back to LED LCD TV and plasma PDP TV competing for the market before 2005, and finally LED LCD TV won and occupied the whole market.

Then the whole TV industry began to lie flat, and all brands were mending small and medium-sized repairs in the framework of LCD. Nothing more than LED TV upgraded to OLED TV, size from 40 inches to 70 inches 100 inches, resolution from 1080p to 4K or 8K, no more technical breakthroughs.

Although there is no breakthrough in technology, traditional TV brands have ushered in the baptism of the Internet era.

Jia Yueting released Letv Super TV in March 2013, Letv and Foxconn jointly released the new brand "Letv Super TV", sounding the bugle for Internet brands to attack the TV market. In May, Letv's first super TV product, x60, was released with a price of only 6999 yuan, half the price of similar products in China.

Letv Super TV quickly surpassed a series of TV brands such as Konka, TCL and Changhong to become the first echelon leader player in the TV market. According to the "overall Brand share of Chinese Color TV Market" report, Letv's total monthly sales of super TVs is 715000, accounting for 21.83% of the total sales, ranking first in the whole industry and all channels; in the brand share distribution of China's smart TV market, Letv ranked first with 9.6%.

Letv has made a good start for Internet brands, and mobile phone manufacturers of "small screen players", which are closest to smart TV, are eager to follow.

In September 2013, Xiaomi released its first-generation TV products and officially entered the color TV market. The first 47-inch 3D smart TV released by Xiaomi was positioned as "the first TV for young people", with a price of 2999 yuan. at that time, 50-inch televisions sold for more than 4000 yuan.

With its excellent performance-to-price ratio, Xiaomi quickly won the recognition and support of consumers. Glory, Huawei, OPPO and other mobile phone brands have launched their own televisions, and the TV market has completely become the second growth business of mobile phone brands.

Lei Jun released Xiaomi TV compared with traditional color TV manufacturers such as Changhong, Konka and Skyworth, mobile phone manufacturers understand consumers' pain points better. In the era when traditional TV can only take "big screen" as a selling point, mobile phone manufacturers can talk about more things, from hardware configuration to intelligent ecology, making use of their own technological advantages and brand influence to create a home entertainment terminal platform.

According to Oviyun, the average price of 85-inch, 86-inch and 98-inch products was 22929 yuan, 22622 yuan and 179057 yuan at the beginning of 2020, and dropped to 9624 yuan, 7899 yuan and 19815 yuan in April this year. Among them, the price of 98-inch products has dropped nearly tenfold in two years.

Smartphone brands have distanced themselves from traditional color TV manufacturers not only in terms of sales, but also gradually pull down the overall price of televisions in price wars.

Backstab projectors say that the entry of mobile phone brands has taken away more than half of the TV market share, while the emergence of smart projectors is to make consumers start to give up TV bit by bit.

Television, which has been born for nearly a century, has made new consumer groups feel aesthetic fatigue in the visual experience. It can be directly felt from the data that with the popularity of smartphones, the operating rate of TV sets in China will still be about 70% in 2016, and only pitifully less than 30% in 2019.

TV sales are also declining. According to Oveyun, domestic TV sales in the past three years were 48.94 million, 44.5 million and 38.35 million respectively, and sales fell 13.8% last year due to price increases, the lowest in nearly a decade.

At the same time, the emergence of intelligent projector has brought refreshing visual experience to consumers. Especially in the post-epidemic era, cinemas are often closed in large areas, and consumers need the experience of watching movies on the big screen. The emergence of new demand for home entertainment has further stimulated the rise in the market for smart projectors.

Source: in the first half of 2022, a hot search for # the most wanted electronic product for young people # was interviewed by 952 young interviewees to learn that intelligent projector has become the most wanted electronic product TOP1 for young people. The user portraits of Tmall and JD.com show that the buyers of smart projectors are very young, accounting for more than 80 per cent of buyers between the ages of 26 and 45.

Building your own cinema at home has become a beautiful vision for smart projectors for generation Z consumers.

According to the tracking report on China's Projector Market in the fourth quarter of 2021 released by IDC, the total number of projectors shipped in China in 2021 was 4.7 million, of which 3.48 million were shipped for home projectors, an increase of 16 percent over the same period last year, with sales exceeding 12.4 billion yuan and an increase of 18.3 percent over the same period last year. In addition, the report predicts that the compound growth rate of the projector market in 2026 will still exceed 17 percent. Sales of projectors in China are expected to exceed 10 million in 2026.

At the same time, the policy is also encouraging smart projectors. In the first half of 2022, the 13th five-year Plan for the Development of the Projector Industry issued by the government clearly requires that the projector industry will increase its output and sales by 30%. Various localities are also vigorously introducing supporting policies for the development of the projector market.

The product form of TV has undergone earth-shaking changes, which is no longer limited to a display screen. The smart projector is more like a "frameless TV" using a TV solution, with a larger and freer viewing experience, and is seen by the market as the ultimate solution for "future TV".

Traditional television is slowly being eliminated.

Reducing the cost of raw materials, the price war initiated by mobile phone brands, intelligent projectors gradually eroding the market, lack of market demand …... The combination of various factors eventually makes televisions cheaper and cheaper, and all TV brands have no choice but to drive sales growth by reducing prices in an attempt to save consumers with low prices.

Despite all the disadvantages, TV brands have ushered in a great boon: the lower cost of raw materials.

It is understood that in traditional LCD TVs, panel cost is the most important component, accounting for 50-60% of the total cost. And the price reduction of panel parts can directly make the TV price go down a lot.

According to foreign media reports: the price of TV panel parts has fallen for 14 months in a row, among which the price of TFT55 Open Cell (a semi-finished product without backlights) is still more than US $100 in May this year, and dropped to US $82 in September, and even reached US $181in October last year.

In addition to a sigh of relief from the decline in costs for TV brands, on July 29, 2022, 13 departments, including the Ministry of Commerce, issued the Circular on several measures to promote the consumption of Green Smart Home Appliances, increasing household appliance subsidies and trade-in policies to further encourage the renewal demand for home appliances and the activity of the market.

Source: although the TV market continues to shrink, the high-end market has seen a rare growth in recent years. According to data released by Oviyun, the overall sales of domestic color TVs fell by 13.8% in 2021, but the sales of large-screen televisions increased. Among them, the market share of 65 inches reached 21.8%, an increase of 3.9% over the same period last year and an increase of 3.4% over the same period last year. The proportion of sizes larger than 80 inches also increased by 1.2% to 2%.

Keep lowering the price of televisions below 55 inches, and then develop new products with giant screens of more than 80 inches, which has become a new strategy for TV players. At present, Xiaomi, Hisense, Skyworth and TCL have all launched their own giant screen TV products, including more than 100 inches of "super cup".

At a time when the TV market is becoming saturated, the lack of innovation has become a pain point for all brands, and we can only rely on enlarging the screen to reawaken consumers' desire for shopping. But only relying on "big" can not fill the appetite of the majority of consumers, the market needs more "new" appearance.

This article comes from the official account of Wechat: zinc Finance (ID:xincaijing), author: editor Sun Pengyue | Gale

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