According to the first quarter home appliance market data released by AVC on April 21, China's color TV industry had a difficult start in the first quarter of this year, with a retail volume of 8.831 million units, a year-on-year decrease of 10.8%; Retail sales reached 27.7 billion yuan, a year-on-year decrease of 11%. Among them, game TVs rose against the trend, and the proportion of retail sales of 120Hz high refresh rate TVs increased by 4 percentage points to 9.3% compared with 2021. Affected by the epidemic in 2022, the industry is facing the dual pressure of blocked logistics, declining freight volume, travel control and reduced passenger flow. Combined with the impact of the conflict between Russia and Ukraine, the performance of the consumer market is depressed, resulting in a double decline in the retail volume of China's color TV market. The color TV industry is looking for opportunities in market segments, and Game TV has become a new growth point. The share of retail sales of 120Hz high refresh rate TVs increased from 1.9% in 2020 to 5.3% in 2021, and then to 9.3% in the first quarter of 2022. Moreover, the average price of Game TV in the first quarter of this year was 4895 yuan higher than the average price of the industry, bringing more profits to the industry. The popularity of Game TV has driven the rapid growth of 120Hz TV panel shipments. AVC Revo predicts that the shipment volume of 120Hz TV panels will be 2.1 million in 2021 and 2.6 million in 2022, and the penetration rate will increase from 8% to 10%. At present, the 120Hz panel is mainly mounted on 55 and 65 inch TVs, and will be mounted on 75 and 85 inch TVs this year. Facing the upcoming "May Day" and "June 18" promotion seasons, color TV enterprises are also competing to launch game TV. On the evening of April 20, TCL released a new 4K 144hz Game TV, covering 55, 65, 75, 85 and 98 inches. Previously, Hisense, Skyworth and other brands also released new game TV products this year. In addition to the high refresh rate, large-scale is also the development trend of the TV market. In the first quarter of this year, 75 inches became the fastest growing size year-on-year. In the domestic online market, the penetration rate of 75 inches increased by 3.3 percentage points year-on-year to 7.2%; In the offline market, the penetration rate of 75 inches increased by 5.2 percentage points year-on-year to 12.6%. For the future, ovicloud predicts that the impact of the epidemic on the market will still dominate in the short term. It is expected that the volume of domestic color TV market will decrease during the May Day promotion period this year, but the decline is narrower than that in the first quarter; During the "6.18" promotion period this year, the epidemic situation may be alleviated and consumer demand will be released. The "6.18" is expected to become an industry inflection point and reverse the situation. Qunzhi consulting, another research organization, predicts that China's TV shipments will fall below 40 million units to 39.9 million units this year. In this case, coupled with the continued decline in the price of LCD TV panels this year, the average price of TV fell in the first quarter. According to Ovi data, in the first quarter, the prices of online 32, 43, 55 and 58 inch TVs fell by 10.2%, 6.6%, 8.1% and 9.7% respectively compared with the fourth quarter of 2021; The decline of key offline dimensions is smaller than that of the previous month, and is concentrated at more than 75 inches. The overall price is stable. Therefore, it is important for enterprises to tap value-added space through Game TV, large-size TV, 8K TV and other market segments. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：Yicai News
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