3D TVs fly into ordinary homes

“In 2012, Skyworth’s 3D TV ratio is expected to exceed 50%.” The forecast of Yang Dongwen, vice president of Skyworth Group, is a true portrayal of the popular 3D TV market. Recently, the 3D channel broadcast and the good news broadcast on the 3D network Spring Festival Gala brought vitality to the 3D industrial chain. Although 3D TVs entered the Chinese market only for more than a year, the average price of 3D TVs has been drastically reduced under the joint promotion of domestic and foreign manufacturers, which has transformed 3D TVs from concept products to hot-selling products. Experts said that in 2012, the 3D TV market may have seen explosive growth.

Market penetration will reach 40%

In 2012, the market penetration of 3D TV will reach 40.9%.

Although there are still issues such as standards and technical disputes in the development process of 3D TV, this has not been able to hinder its rapid progress. AVC forecasted data show that in 2012, 3D TV market sales will be 17.96 million units, an increase of approximately 270% year-on-year; sales will be RMB 2010 billion, an increase of approximately 197% year-on-year. In 2012, the market penetration of 3D TV will reach 40.9%.

In an interview with a reporter from China Electronics News, Yu Liangxing, general manager of Aowei Consulting, said: “There are three main reasons for the rapid growth of the 3D TV market in 2012. The first is that upstream manufacturers and terminal manufacturers make joint efforts to make 3D functions a TV set. Standard; Second, the price of 3D TVs has fallen sharply, and consumer purchasing power has increased; Third, the demand for 3D TVs in the rural market is relatively large."

The launch of China’s 3D TV channel has injected a boost to the development of 3D TV. As the exclusive partner of CCTV 3D Spring Festival Gala 2012, TCL has experienced an explosive growth in sales of 3D cloud TV during the Spring Festival. The person in charge of TCL told reporters that the rate of 3D TV production in all local stores exceeded 50%. Li Dongsheng, Chairman of TCL Group, even put forward the goal of “2012 TCL is trying to become the top five global LCD TV sales”. In addition, Skyworth, Changhong, Konka, and many other TV marketing executives have said that TV will be equipped with standard 3D functions, and the proportion of 3D TVs in 2012 will be greatly increased.

However, according to data provided by Yu Liangxing, the 3D TV market penetration rate was 30% before and after Christmas 2011, and the penetration rate was 35.6% from January 2 to January 8, 2012, becoming the highest penetration rate since January 2011. value. It can be seen that the rapid pulling of TV sales by 3D channel broadcasting has not been fully reflected.

Yin Haibo, deputy general manager of the Konka Group’s Multimedia Research and Development Center, told reporters: “Kangjia 3D TV has always been the main product, and now it is gradually standardizing. The 3D TV's growth has increased significantly in 2012. Due to the late launch of 3D channels, It's too close to the Spring Festival holiday, so this has little effect on the current TV sales, but it is good in the long run."

Prices tend to be popular

The continuous decline in panel prices and improved technology have made 3D TVs increasingly popular.

In the past more than one year, 3D TV prices have become increasingly popular as 3D panel prices have continued to decline, 3D technology has become more sophisticated, and the parts and components industry chain is maturing. DisplaySearch forecasts that 3D panel shipments have increased by 30% in the fourth quarter of 2011, according to panel maker shipment plans. From the second quarter of 2012, with a series of low-cost 3D solution applications, panel shipments will exceed 1.5 million units per quarter. By the third quarter of 2012, panel makers plan to increase the penetration of 3D panels to 20 %.

The increase in the penetration rate of 3D panels can accelerate the popularization of 3D TVs on the one hand, and it also plays an important role in driving down the market prices on the other. Zhang Bing, research director of DisplaySearch in China, told the reporter that 3D TV is a high-end product in the Chinese market. For example, in 2010, consumers would need to spend $500 more to purchase Samsung TVs equipped with 3D functions. By 2011, they would only need to spend $100 more. Relatively speaking, LGD's low-cost 3D TV strategy is very successful, and the price is equivalent to LED products.

In the development of color TV, the development of TV hardware specifications and technologies far exceeds the needs of consumers. At the beginning of the 3D TV market, most of the sizes were over 42 inches. After more than a year of development, the current screen size of 3D TVs basically covers all sizes from 32 inches to 72 inches, and large-size products have become mainstream.

Yang Dongwen said in an exclusive interview with a reporter from China Electronics News: “The proportion of 3D TVs will increase further in 2012, but the average unit price in the TV market may also increase, mainly due to the higher proportion of large-size and high-end products.”

The rural market starts synchronously

Domestic manufacturers promote low-cost ubiquitous strategies to make the rural market a new growth point for 3D TV.

Whether it is flat-panel TVs or 3D TVs, the domestic brand market share has far exceeded that of foreign brands. In addition to the price advantage, domestic color TV manufacturers have slightly improved their channel construction and marketing strategies. As domestic color TV manufacturers promote 3D low-cost popularization strategies, the dominant position of domestic brands in the 3rd and 4th markets is even more pronounced.

Yu Liangxing told reporters that unlike flat-panel TVs, 3D TVs started very quickly in rural markets. In the second half of 2011, 3D TV was launched almost simultaneously in rural and urban markets. In particular, domestic brands such as Skyworth and Changhong greatly boosted sales of 3D TVs in the rural market. 30% of these companies' products are used to expand the tertiary and tertiary markets. In contrast, the penetration rate of foreign brands in the third and fourth-tier markets is relatively low, and only individual brands such as Samsung will increase their efforts in rural market expansion in 2012, which will not have much impact on domestic brands.

In the increasingly saturated urban market, the rural market will surely become the "blue sea" that major brands compete for. LGD said that in 2012, it will expand the promotion of non-flash 3D TVs in the third and fourth class cities, and strive to achieve the industry's first goal in the 3D TV market; Samsung’s relevant person also revealed to reporters that 3D TVs accounted for Samsung’s total With 51% of sales, 3D TV will become standard in 2012.

In recent years, the policy of home appliances going to the countryside and home appliance replacement policies has produced a significant role in the expansion of the color TV industry. In particular, the implementation of home appliances to the countryside has resulted in a continuous upgrading of product structure in the third and fourth markets. However, in the era of home appliances going to the countryside, how to identify marketing points for color TV companies and increase product added value has become the key to winning the market.

Terminal observation

Content is still a bottleneck Hongwen In 2011, under the joint promotion of color TV manufacturers at home and abroad, 3D technology and the market have ushered in a breakthrough development. On the one hand, SG and polarized light technologies have been continuously upgraded, and the two technologies have gradually converged, making more high-resolution and other practical new technologies become mainstream. On the other hand, the rapid decline in the price of 3D TVs has enabled more consumers to purchase 3D TVs and accelerate market expansion. From a series of events, we can see that in the 3D development process, terminal manufacturers have played an important role in leading and driving the market, which laid a good foundation for the launch of 3D channels and increasing the scale of users.

However, for 3D capabilities to work, high-quality 3D content is the key. In recent years, due to the problems of high shooting costs, technical difficulties, and long production cycles, 3D content has become scarce and industry development has been tepid. On January 1, 2012, China's 3D TV pilot channel was officially launched, and the content bottleneck may be eased. However, judging from the one-month trial period, the good news of the launch of the 3D test channel was difficult to conceal. At present, 3D channel broadcast content mainly in the arts programs, sports programs, documentaries and natural scenery based, survey shows that in the 3D channel broadcast content, the user is more focused on the film and television drama, its attention index is 71%. Obviously, this is very different from the 3D programs being broadcast. Therefore, 3D channels need to increase their efforts on rich content so as to attract more users.

The popularization of 3D industry is a bottom-up process. Therefore, it is impractical to rely solely on the model of terminal advancement. In order to guarantee the smooth launch and long-term operation of 3D channels, it is not only necessary to continuously improve and enhance both the production and broadcasting. We must also rely on the concerted efforts of the State Administration of Radio, Film and Television and cable operators to promote the rapid development of the 3D industry.