Appliance big data: 4K ultra-clear television penetration rate nearly 50%

Every seven-day holiday or three-day holiday is the peak period of home appliance sales. Although the double eleventh, double twelve and other shopping seasons have diversified the purchasing needs of many consumers, it is undeniable that every year on the eleventh and the Spring Festival holiday, we can still see the hot promotions of online and offline stores. So, during the Spring Festival of 2016, what are the television sales that have attracted the most attention in black power? Recently, Ovid Cloud AVC announced the television sales during the Spring Festival sales season. From the report data, we can focus on which TVs are better-selling and what users are focusing on. Not much to say, in this week's 31st issue of home appliance big data, let's take a look.


Spring Festival TV Sales Decline in 2016

Let’s take a look at the big data of TV sales during the Spring Festival. According to the summary data of Avi Cloud AVC, during the 2016 Spring Festival promotion season, that is, from January 18, 2016 to February 7, 2016, domestic TV lines The total sales volume of the stores in the stores and offline stores was 4.35 million units, which was a 2.1% drop from the 2015 Spring Festival sales season. In terms of sales, it was 14.4 billion yuan, which was a decrease of 4.0 percentage points from the 2015 Spring Festival sales season.

Online sales are nowhere near offline sales

In terms of product sales channels, many consumers will think that online TV sales are much higher than offline, but the actual result is not the case. According to big data, during the Spring Festival promotion season, the percentage of users who chose offline store channels to purchase TVs was 75%, a decrease of 7% compared to the same period last year. The proportion of users who choose to purchase online is only 25%, an increase of 7% over the same period of last year.
Online TV sales are nowhere near offline

This shows that at this stage users purchase TV, the preferred channel is still the traditional store. It is not difficult to understand why. Before purchasing TV, users all hope to experience various functions of TV. In particular, smart TV is becoming more and more popular, adding many new features, such as online video, game platform, multi-screen interaction, and so on. These features make it difficult for users to experience online, so users still want to visit a physical store and experience the product before purchasing. However, from the perspective of growth trends, online TV sales accounted for 7% of the year-on-year increase. At the same time, the proportion of offline store sales decreased by 7%. It is believed that online sales are expected to continue to grow for some time to come, but to surpass the entity The market share of the shop needs to take some time.

The highest proportion of professional e-commerce sales in online sales channels

The number of online e-commerce providers is huge at present, and there are also many types. Including vertical e-commerce, professional e-commerce, platform e-commerce, vendor-owned e-commerce and so on. According to statistics of big data, during the Spring Festival promotion season in 2016, the number of users choosing professional e-commerce accounted for the most, reaching 44%, ranking second in the e-commerce platform, accounting for 24%, and the market share was the third largest. Vertical electricity supplier, accounting for 22%. In addition, the proportion of self-operated e-commerce vendors is the lowest, only 10%.
Professional e-commerce has become the main force for online television sales

From the statistical results, the vertical e-commerce platform represented by Jingdong has become the preferred platform for users to purchase with a 44% absolute advantage, which is inseparable from the popularity, credibility, and reputation of the platform itself. As a vendor-operated e-commerce platform, its share is only 10%. It shows that the manufacturers pay less attention to the self-operated e-commerce platform. In fact, self-operated e-commerce has many advantages, such as sales price control, new product release speed, etc. Manufacturers should also pay more attention to self-operated e-commerce to increase market share.

55-inch TV became the dominant player in sales

For now, users generally choose TVs of different sizes according to their living room or bedroom area. During the Spring Festival promotion season, what is the sales volume of TVs in all sizes? Next, let's take a look at the sales of each size segment. According to big data, sales of 32-inch TVs accounted for 19.7%, sales of 40-inch TVs accounted for 8.4%, sales of 42-inch TVs accounted for 3.6%, sales of 43-inch TVs accounted for 12.9%, and sales of 48-inch TVs accounted for 8.0%, 49-inch TV sales accounted for 9.4%, 50-inch TV sales accounted for 6.5%, 55-inch TV sales accounted for 20.5%, 58-inch TV sales accounted for 1.8%, 60-inch TV sales accounted for The ratio was 1.3%, and 65-inch TV sales accounted for 2.9%.
55-inch TV became the dominant player in sales

From this set of data, it can be seen that the highest share of sales is 55-inch TVs, which is 20.5%, and the second-highest sales volume is 32-inch TVs, accounting for 19.7%, which is 43rd place. Inch TV, accounting for 12.9%. It is noteworthy that the growth rate of the growth rate of the size of 43-inch TV, the highest growth rate reached 12%, followed by 55-inch TV growth rate of 8%, the same higher gains. In general, the shipments of 55-inch TVs and 32-inch TVs are relatively high, but it is not difficult to understand. The 32-inch TV is suitable for use in a bedroom or in a small living room or study room. 55-inch has always been called the size of gold, with the improvement of living standards, living room space is more and more spacious, so 55-inch large-screen television shipments is also not surprising.

The average selling price of TVs in all segments fell

For the price, it is a sensitive issue for many consumers. Next, let’s take a look at the average price of TV sales for all segments during the Spring Festival promotion season. According to big data analysis, the average price of 32-inch TV is 1,236 yuan, which is 18% lower than the same period of last year. The average price of 40-inch TV is 2201 yuan, down 15% year-on-year. The average price of 43-inch TV is 2,564 yuan, which is a year-on-year drop of 12%. The average price of a 48-inch TV was 2,922 yuan, a year-on-year drop of 20%. The average price of a 49-inch TV was 3327 yuan, a year-on-year decrease of 18%. The average price of a 50-inch TV was 3,660 yuan, a year-on-year decrease of 16%. The average price of a 55-inch TV was 4818. Yuan, a year-on-year drop of 21%, the average price of a 65-inch TV was 10,902 yuan, a year-on-year drop of 25%.
Average selling price of TVs in all segments decreased

On the whole, the price of TVs in all segments showed a large drop compared to the same period of last year, with the highest drop being 65-inch TVs and the smallest being 43-inch TVs. One of the reasons why price reductions are important is the drop in the price of LCD TV panels. In general, LCD TV panels account for more than 80% of the total cost of the machine. In recent years, the price of the panel has gradually decreased, so the overall price will continue to decline.

â–  4K ultra clear share accounted for nearly 70% of smart TVs

There is no doubt that 4K ultra-high definition TV is now the most concern for many purchase users. The traditional 1080P Full HD TV has a resolution of 1920x1080 pixels, and the total effective pixels are 1920 times 1080 and approximately equal to 2.07 million. The 4K Ultra HD resolution reached 3840x2160, and the total effective pixels were approximately 8.29 million. In contrast, 4K ultra-high-definition resolution is more than four times the traditional 1080P full HD. The improvement of the pixels allows the 4K ultra high definition television to have a better picture quality performance, and the detail display is more refined. So, what is the performance of 4K Ultra HD during the 2016 Spring Festival promotion season?


4K Ultra High Definition TV becomes the first choice for many users

According to big data, during the 2016 Spring Festival sales season, the market share of 4K Ultra HD TVs was 47%, which was an increase of 21% compared to the same period of last year. This means that nearly half of the TVs sold in the market are 4K Ultra HDTVs. However, behind the popularity of 4K TV, there is still a shortage of 4K sources, which need to be resolved.

Smart TV market share to improve curved screen TV hard selling

In addition to the 4K ultra high-definition television, the 2016 Spring Festival TV market has a noteworthy keyword: smart TV. Smart TVs have a wealth of features and are more playable than ordinary Blu-ray HDTVs and Internet TVs. During the Spring Festival promotion season in 2016, the penetration rate of smart TV reached 77%, an increase of 8% compared to the same period of last year.


It will take time for curved screen TVs to become popular

Curved TV's exposure rate gradually increased in 2015, becoming the focus of attention under the spotlight. However, it is somewhat regrettable that, despite the fact that advertising on curved screen TVs is very popular, during the Spring Festival, the sales volume of curved screen TVs accounted for only 4%, compared with the same period last year, the growth rate was 3%. One of the important reasons is the price factor. Compared with flat-screen TVs, the excessively high price appears to be a threshold for blocking curved screen televisions from entering the homes of ordinary people at this stage.

This entry was posted in on