2021年国内彩电零售量为近12年来最低——

　　彩电业能否走出低谷

　　本报记者 周 雷

　　2021年彩电业承压运行，遭遇规模下降、利润下滑双重挑战。展望2022年，彩电业要变压力为动力，坚持稳中求进，加快转型升级，着力育新机开新局。

　　“技术和场景革命的先导者，必然会成为未来智慧生活方式的引领者，并继续推动整个行业实现高质量发展。”中国电子视像行业协会执行会长郝亚斌表示。

　　市场天花板待破

　　2021年，受疫情冲击、面板价格高位运行、小屏产品替代等因素影响，彩电市场需求疲弱，行业下行压力加大。奥维云网(AVC)数据显示，2021年我国彩电零售量为3835万台，同比下降13.8%；零售额为1296亿元，同比增长7.2%；行业利润率约为1.8%。

　　从年度表现看，2021年国内彩电市场零售量规模跌至12年来最低。“从2016年开始，我们便意识到中国彩电行业竞争由增量市场进入存量市场，规模高增长难再现，甚至保持增长也将是一件艰难的事情。”奥维云网消费电子大数据事业部总经理揭美娟表示。

　　国内彩电市场已高度饱和。2013年，我国彩电百户拥有量超过115台/百户，2021年更是达到121.8台/百户。随着用户对终端产品选择的多样化、消费习惯的变迁，彩电业增长面临严峻挑战。

　　展望2022年，疫情影响将逐渐缓和，线下渠道有望回暖，面板价格预计将维持在低位运行，彩电业面临的压力有所缓解。从2022年元旦促销期国内市场表现看，彩电零售量同比增长3.0%，零售额同比增长4.1%，量额齐增态势令人鼓舞。

　　从政策导向看，国家积极发展绿色消费，支持家电企业开展“以旧换新”。中国电子视像行业协会提出，2022年，继续开展“汰旧换优”工程。鼓励用户改变现有的消费观念，自愿淘汰超期服役的电视机产品，积极尝试产品升级；并推动产业建立起完善的废旧电视机回收体系。

　　According to the association's long-term monitoring and model prediction of the TV industry, the retail market of China's TV industry will grow by more than 10% in 2022, reaching a scale of more than 42 million units.

　　Technology iteration to seize high-end

　　At present, the color TV industry has entered a critical period of transformation and development, the price war has gradually withdrawn, and product-based value competition has become a new focus.

Market participants have noticed that last year, when the sales volume declined significantly, the color TV industry actively promoted high-quality development through supply-side structural reforms and technological innovations, and accumulated high-quality development momentum.

　　In 2021, the average price of color TV products and the average price of a single size will increase significantly, with the average price reaching 3,379 yuan, a year-on-year increase of 24.4%.

One of the main reasons for the increase in average price is the rapid upgrade of product structure. The market share of products with resolutions above 4K reached 72%, and the market share increased by 3 percentage points; the market share of 65 inches and above reached 34%, and the market share increased by 9.5 percentage points; The market share of more than 8,000 yuan reached 5.8%, and the share increased by 2.1 percentage points.

　　With consumption upgrades and cost reductions, ultra-large screens have become a new track in the color TV industry.

In June 2021, TCL launched a 98-inch TV, and in just 5 months, it has achieved sales leadership in the 98-inch and above super-large screen market.

　　Zuo Bo, deputy general manager of TCL Industrial China Marketing Headquarters and general manager of the Smart Screen Product Operation Center, said that the color TV market has shifted from functional consumption that meets rigid needs to consumption that meets improvement and quality.

In 2022, TCL will continue to develop ultra-large screens, and plans to achieve the goal of achieving a penetration rate of over 30% for 75+-inch ultra-large panels in the next three years.

　　Large-screen display brings high-definition requirements, and Mini LED display technology can better match large-size display products in terms of brightness, color gamut, clarity, and contrast.

Relying on the support of professional R&D team and upstream resources, TCL is increasing the layout of Mini LED technology.

Zuo Bo predicts that TCL will invest at least 2 billion yuan to build 10 complete machine production lines worldwide, and achieve the target of 10 million Mini LED smart screens per year in 2024.

At the same time, three series and 18 styles of Mini LED products will be launched, so that the penetration rate of Mini LED technology in the large-screen market exceeds 60%.

　　The performance of laser TVs in the high-end market is quite impressive.

From 2015 to 2021, the compound growth rate of the domestic laser TV market will reach 140.9%.

In 2021, the high-end market share of laser TVs will reach 3.0%.

Earlier this year, Hisense officially exhibited the world's first 8K laser display solution at CES 2022, and announced the technology roadmap for laser TVs in the next three years.

Dr. Liu Xianrong, chief scientist of Hisense Laser Display, predicts that by 2024, Hisense will reduce the size of laser TVs to 30% of the current size and reduce the cost by 45%.

　　"In 2022, the top brands or technology camps will increase the innovation and promotion of different display technologies. The technology and products of the entire TV market are in a period of active innovation, showing a trend of blooming flowers." Hao Yabin analyzed and pointed out that in terms of technology, Mini LED, The penetration rate of new display technologies such as OLED and laser in medium and high-end TVs will further increase, and even become the threshold technology for high-end TVs.

In terms of products, the overall migration to 80+-inch large screen, 4K/8K ultra-high definition, backlight area control, and quantum dots.

　　"Looking at the development history of the color TV industry, the upgrade of color TV display technology is often accompanied by scale growth and brand rotation, bringing new markets and new patterns." Jie Meijuan believes that new technologies in the color TV industry are currently being conceived. The choice of new technologies by enterprises must be diversified and the perseverance of long-term deep cultivation must be established to establish the right to speak of new technologies.

　　Reconstructing the pattern to accelerate the breakthrough

　　How can the color TV industry break through the current predicament and even create new opportunities to lay the foundation for the next decade of development?

Hao Yabin said that the answer lies in providing a full-scene smart lifestyle and system to satisfy people's yearning for a better life.

　　Technology and scene are the two major factors to reconstruct the new pattern of the TV industry in 2022.

At present, consumers' demands for TV use are diversified.

Especially under the catalysis of the epidemic, fitness, study, office, games, etc. through large screens are becoming more and more frequent TV use methods.

　　Zuo Bo said that new business opportunities are directly linked to user needs. TCL's strategic planning for the future will bring users an audio-visual feast from the aspects of home giant screen, immersive games, and core technology, and implement products with users as the center.

　　It is reported that under the development trend of the Internet of Everything, many domestic manufacturers have successively launched smart interconnected home appliances such as TVs, refrigerators, and air conditioners, but the revolutionary experience that consumers expect has not come.

In view of this, TCL adheres to the core strategy of "AI x IoT", and has successively launched TCL Lingxi C12, P12 full set of AI appliances, Thunderbird AR/XR smart glasses and TCL education tablet and other smart products. Strive to "redefine" AI x IoT.

"Through its strong large-screen capabilities, Zhonghuan Semiconductor's chip capabilities, and Honghu's AI capabilities, TCL has explored a set of solutions that are expected to meet the future needs of consumers during the exercise." Zuo Bo pointed out.

　　Display is ubiquitous and service is ubiquitous, and it will be the "sea of ​​stars" in the color TV industry.

Wang Wei, deputy general manager of Hisense Laser Display Company, said that in 2022, Hisense will continue to develop new display technologies and products based on application scenarios such as home, office, and education, and build a network of screens with ecological screens to connect families, communities and cities. Provide users with a high-quality smart life experience.

　　This year, the China Electronic Video Industry Association will implement high-quality quality projects and scene application demonstration projects to promote the accelerated development of the TV industry towards quality, green, intelligence and scene.