Recently, some media found that in the first-quarter household appliance market sales data released by a third-party market monitoring agency, various categories of the household appliance industry generally achieved a surge and rebounded, but the color TV market unexpectedly fell against the trend.

Data from Aowei Cloud Network, a third-party organization: In the first quarter, domestic color TV sales were 9.9 million units, a decrease of 0.6% compared to the first quarter of last year, and a decrease of 20.5% compared to the first quarter of 2019; sales were 31.1 billion yuan, an increase of 30.9% compared to the first quarter of last year , But it fell by 13.4% compared to the first quarter of 2019.

As we all know, in the first quarter of last year, the home appliance market generally experienced a sharp decline due to the impact of the epidemic. However, in the first quarter of this year, under the control of the epidemic, the home appliance market has fully recovered, and various categories have increased year-on-year or even soared, which seems to have become an industry standard.

But in the context of the rise of various categories of home appliances, the color TV market has fallen against the trend. Obviously it's a bit out of place, and it makes many outsiders in the industry unable to understand whether this decline is inevitable or accidental? For color TV companies, where is the next road to rebound?

In fact, as far as the home appliance industry is concerned, the color TV market has the most sluggish performance in all categories in the past five or six years. This is an indisputable fact. Every year, the domestic sales of TV sets have been declining step by step in a certain channel. The home appliance industry believes that the reasons for this situation are many:

The first is the sluggish consumer demand after the transfer of the status of the home entertainment center; the second is the endless emergence of color TV alternatives, from mobile phones, tablets to projectors, etc., the entertainment of many people no longer stays in the TV; the third is the fission of lifestyle and entertainment pursuits , TV is no longer the only carrier and form.

Regarding the decline of the color TV market in the first quarter, from the perspective of the home appliance circle, there is obviously no reference value and significance, and the future trend of the color TV industry cannot be regarded as bleak and sluggish:

First of all, the retail monitoring data of a single quarter cannot accurately and comprehensively reflect the shipment situation of the entire color TV market. After all, there are errors between the integrity of monitoring outlets and the diversity and fragmentation of color TV retail channels; data itself is dynamic, and industry needs to study the performance of leading companies, such as Hisense, Sony, and Samsung. , Xiaomi, TCL, etc., whether their revenue scale and shipment volume maintain a steady increase, it is of more reference value.

Secondly, for the color TV market in the first quarter, it is not a peak season for sales. The market trend in a single quarter does not reflect the true situation of the market for the whole year. It needs to be further combined with the market trend in the second, third and fourth quarters; this year is a typical Sports New Year, including the European Cup, Olympic Games, etc., will benefit the sales of TV sets, especially large-screen TVs. Since the beginning of this year, including 8K, MINI LED, as well as OLED, laser TV, etc., are competing for market share of large screens. Obviously, enterprises still have confidence and hope.

Furthermore, even if the overall shipment volume of the color TV industry declines, it cannot reflect the trend and development of a single company. On the contrary, some leading companies are speeding up to grab the market pie, thereby squeezing the living space of other small and medium enterprises. The home appliance industry has seen that many color TV companies are currently seeking multi-dimensional breakthroughs: one is to jump out of the TV and focus on the display, from smart screens, ecological screens to various scenarios and applications such as e-sports, games, education, advertising, entertainment, etc. The market expansion of the scene; the other is to fully embrace the family, with the TV as the center, drive and integrate other home appliances, and seek the integrated development of multiple categories and multiple scenarios.

Of course, the shipment volume of the color TV market bucked the trend and it is still worth arousing the common attention and reflection of the home appliance industry group. Then when the traditional hardware value of a product can no longer meet the differentiated needs of users, and after the wave of changes in the times and industry changes, then many home appliance companies need to do more than just focus on product-centric technology changes. And product development, but to embrace users and seek commercial expansion and trial and error in the eyes of users.

Therefore, the decline of TV sets against the trend has actually awakened the alarm and sense of crisis for all home appliance manufacturers. Make manufacturers realize that the competitive era of single category, single hardware, and single brand is over, and it is necessary to explore and find new business tracks and market fulcrums. The core is to focus on the needs of users, the user's life and entertainment scenes, and build new platforms and service content with hardware as the fulcrum.