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Can large screens, large screens, and ultra large screens really solve the problem of continuous decline in shipment volume in the first tier color TV market in the past two years?

Many TV companies and industry insiders seem to have high hopes for this. The reason is that, firstly, since the beginning of this year, the color TV market has seen a new pattern of "volume decline and volume increase", and the trend of sales increase is believed by some industry insiders to be the result of the comprehensive large screen transformation of televisions, but they have ignored the rise in LCD panels and the driving force of rising labor costs.

Secondly, since last year, the market growth rate of 65 inch, 75 inch, and 80 inch and above large screen products has accelerated, especially the growth momentum of laser TVs positioned for large screens is fierce. Behind it is the personalization of consumption and the improvement of residential conditions, especially the home theater level viewing experience under the large living room, which further opens up the imagination space of manufacturers for large screens. 65 inches are becoming the top selling size for color televisions.

Thirdly, many domestic and foreign color TV companies, regardless of their strength or scale, have been doing one thing in the past two years, which is to fully ignite the trend of large-scale television. However, Hisense chose laser TV, Sony chose OLED TV, and TCL chose Mini TV, with different paths but consistent goals.

However, can larger screens really save the downward trend of color televisions in the first tier market? According to data from Aowei Cloud Network, the retail sales of televisions in the first seven months of this year were 19.945 million units, less than 20 million units. This means that achieving a shipment volume of 40 million units for the entire year of 2021 will not be easy in less than 5 months. Although 65 inches are expected to become the largest selling size in the Chinese market by 2022, this has not driven the entire color TV market to make a leap from quantitative to qualitative changes.

From the perspective of the home appliance industry, some color TV companies have a great misunderstanding about the large-scale consumption and market shipment. On the one hand, the essence of large screens is not to help color TV companies usher in a new round of large-scale growth in the color TV industry. It is just that the focus of consumption has shifted from small and medium-sized to medium and large sizes in the past. The cake belonging to the color TV market is still so large, but has become thicker; So, relying on large screens to drive the growth of color TV sales is undoubtedly a matter of "carving a boat and seeking a sword".

On the other hand, behind the current decline in the large-scale shipment volume of the color TV market is not the problem of reduced demand for large or small screen TVs, but rather the market value and user scenarios of the entire TV have reached a turning point. The consumption scenario of continuing to sell televisions based on the past lifestyle of watching TV, or having one TV installed in each living room and bedroom, has completely disintegrated with the transformation of consumer demand, lifestyle, and lifestyle philosophy.

Large screen transformation may only be a phased consumption cycle in the development process of the color TV industry. That is to say, the transformation of large screens can solve the business pressure brought by the increase in raw material costs for enterprises, as well as the natural increase in the price of televisions purchased by users, forming an iteration of small and medium-sized screens, giving many color TV companies that have fallen into the "volume decline" quagmire a market grip. However, the home appliance industry believes that if people's demand for color TV products weakens or even no longer exists, no matter how large the TV screen is, it cannot actually solve a core problem: what is the driving force for growth and where is the space for growth?

At present, all color TV companies are still thinking about scale, shipping, selling more, or seizing market share for TV products. Whether it's laser displays, OLED displays, or Mini displays, they are the business ideas and strategies of many enterprises, not the true needs of users, nor the new future of the industry. Still products and marketing tricks from the old track.

Similarly, the current focus of the upstream and downstream partners in the entire color TV industry chain is still on clearer image quality and larger screens, which is why there has been an upgrade from 4K to 8K and an iteration from LCD to OLED. What everyone is concerned about is still the profitability and scale revenue of the enterprise. I have never paid attention to whether users want a large screen TV, high-end TV, a brand new home audio and video experience, or a brand new visual experience?

So, big screens can only solve the urgent problem, and the next step is not "those who have big screens will have the world". This is also a typical industry thinking and product hard ghost path. In the future, only those who win users can win the world, but what is the key to capturing user needs for color TV companies still needs further exploration and search.