08 flat first quarter, demand for urban consumers Investigation Report Summary
to help the
TV
Enterprises understand the domestic color TV market, the city needs the information, control of domestic consumers in major cities
Flat Panel TV
Awareness, usage and demand trends, starting from January 2005, the Ministry of Industry and Information Technology, the State Council Development Research Center under the guidance of the Market Economy Institute, China Electronic Chamber of Commerce, China
Home Appliances
Market research group together to carry out a joint investigation of domestic consumer demand for flat-panel TVs change the city's continuous tracking research, and at each regular quarterly report data publicly available, within three consecutive years, has conducted a total of twelve published.
China Electronic Chamber of Commerce, China's home appliance market, the joint research group, from January to March 2008 to organize the Chinese city of flat-panel TV demand conditions in the first quarter consumer research, the formation of "the first quarter of 2008, China's flat panel television city A study report on consumer demand, "the contents of the final research results are summarized as follows:
An urban market demand for the first quarter grew 26%, high-definition flat-panel TV demand increased remarkably
2008 first quarter, domestic consumption of flat panel TVs continue to maintain steady growth, demand will reach 2.1 million units, up 26% last year. Among
LCD TV
1.9 million units, up 24% last year;
Plasma TV
100,000 units, up 98% last year. Beijing Olympic Games just around the corner, will also be the urban market consumer popularity of flat-panel TVs leading into the sprint stages. Chinese and foreign enterprises for flat-panel TVs, the first full high definition broadcast of the Olympic Games, China to fast-track into the digital TV industry, consumer demand for increased remarkably high definition television. The level of innovation in product technology and the environment of the Olympic Games under the double impact is expected to buy high-definition flat-panel TV demand in 2006 from 18.7% to 51%.
Figure 1: the proportion of high-definition flat-panel TV buying trend is expected to
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Cable HD digital terrestrial TV programs and begin broadcasting high-definition digital television signals have been released early as part of the high-definition flat-panel TV demand. With the various types of high-definition programming as well as China increasingly rich source of high-definition industry would have been perfect to stimulate domestic demand for high-definition TV to buy.
In addition, in 2007 after the introduction of high-definition digital TV standards, the Chinese Electronics Standardization Institute in March 2008 launched a high-level representatives of the standard definition of "1080 HD" standard, and there
Changhong
, TCL, Skyworth, Hisense, Panasonic, Sony, Toshiba, Samsung, Sharp, a total of nine brands first adopted CESI "1080 HD" certification, for the full HD market, standardize play a positive role. Full HD flat panel TV spending to lead the trend.
2, flat-panel TV brand duel between domestic and foreign representation "semi-structure"
08 in the first quarter, the Chinese city of flat-panel TV market competition and foreign brands have been presented "to the semi-pattern." Foreign market in a big city a little strong brand, Sony, Samsung, Sharp, Toshiba and other major share of foreign brands sold more than 50%; three, four urban market domestic brands have obvious advantages, Hisense, TCL, Changhong, Skyworth brands account for 80% more market share. Foreign brand market share growth due to the use of pricing strategy, particularly for mainstream flat-panel TV prices small downward adjustment to consumer demand for foreign brands surge in flat-panel TVs, to 05-08 years, 32,37 inch flat-panel TV price changes as an example , the price gap between Chinese and foreign brand products decreased year by year to 2008 the price differential between the first quarter of the 10,000 yuan from 2005 into 1000.
From the national point of view of the overall market, domestic flat-panel TV market share is ahead, as channels, brand recognition and other constraints, foreign brands in the market largely confined to big cities home appliance chain stores and department stores, and scale of investment in marketing also present in the concentrated bombing of the characteristics of cities. The long-rooted domestic market domestic brands, channels, after-sales service are the historic strengths, and therefore future market duel in foreign brands, foreign brands should be restricted to break this pattern, need to find a broader market, consumer demand.
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