Weak global market: China TV's export unit price dropped by 20% in August

The continued downturn in the European and North American markets caused by the European debt crisis has also shrouded the global TV market.

According to data released by the General Administration of Customs for August, the country's key export commodities showed that domestic TV exports reached 6.25 million units in August, up 16.39% month-on-month, but the sales amount was only US$1.014 billion, a decrease of 9.4% from the previous month; in the first eight months of the year, Domestic television exports amounted to 39.62 million units, a year-on-year decrease of 2.6%, and sales amounted to US$8.373 billion, a year-on-year decrease of 5.4%.

According to the export data released by the General Administration of Customs in recent months, the unit price of domestic TV export products was only US$162.24 in August, a sharp drop of 22.21% from US$208.57 in July.

"As the European and American markets are in the doldrums, Samsung and Sony and other international TV makers are losing market share in European and American markets, and their market share is being eroded by supermarket TV brands." Zhou Kun, deputy general manager of China Panda Electric Appliance Co., Ltd. accepted the "No. In an interview with the Financial Times, the vast majority of the products of these supermarket-owned TV brands came from TV production factories in China, such as TPV, Foxconn, and Ruixuan, which also led to a low-priced and low-price competition market in the global TV market. Trend, "The global color TV industry is facing a test of falling profitability."

Peng Xiandong, an analyst with Zhongkang, said that in the current economic downturn, the demand in the international TV market is declining, and the demand for low-cost TVs and small- and medium-size TV products has increased. This has also affected the sales of high-end products such as Samsung and Sony. It will directly lead to a drop in the gross profit margin of Samsung and Sony TV products, which will affect the profitability of its TV business.

According to Display Search, shipments in the global TV market fell 1% year-over-year in the second quarter of this year, and developed countries fell 6%, completely offsetting the 3% growth in developing countries. Deborah Yang, research director of Display Search, said that the slowdown in market demand and competition in market share have led international TV makers to pay more attention to low-cost production and low-cost promotions in the second half of the year.

When he was interviewed by the newspaper a few days ago, Sony China President Nagata Qingkang also expressed emotion. Although Sony TV has grown rapidly in China, India, and Latin America, there is still no way to offset the decline in Europe and the United States market.

Peng Xiandong said that Samsung and Sony's operating pressure on the international market will also shift to the domestic market, and will use more low-cost promotional strategies to snatch China's market share. Because, TV manufacturers have always been driven by the scale of profit growth. This will create a huge operating pressure on domestic TV manufacturers, and domestic TV manufacturers will also have to deal with low prices.

"The price of TV products will continue to decrease, and the average domestic TV price will also drop by 7% to 9% before the end of the year," said Peng Xiandong.

Display Search data shows that in the second quarter of this year, Samsung TV ranked first in the world with a market share of 22.6%, but its TV revenue decreased by 10% year-on-year; LG TV share was 14.4%, ranking second, with business revenue 1% lower year-on-year Sony's TV market share was 11.7%, and business revenue fell 11% year-on-year.

However, the total sales amount of the global TV market in the second quarter only fell by about 3% year-on-year, fully demonstrating that Samsung and Sony's market share is being rapidly eroded by other small brands.

Schedule _ Main TV Brand Markets in the Second Quarter of this year Source: DisplaySearch

Market Share TV Business Declines Samsung TV 22.6% 10%

LG TV 14.4%1%

Sony TV 11.7%11%