[Ding Technology Network Observation] In the recent 618, downward pressure and structural adjustment are still the key words in the TV market. However, the good news is that structural adjustment has brought hope for a better market, mainly reflected in the continued deepening of

[Ding Technology Network Observation] In the 618 period that just passed, downward pressure and structural adjustment were still the key words in the TV market. However, the good news is that structural adjustment has brought hope for a better market, mainly reflected in the continued deepening of the large-screen trend.

From 618 this year, according to data from Aowei Cloud, the average size of TVs in the online market has reached 65.8 inches, and 75 inches has become the absolute main force in the market, accounting for more than a quarter of sales. This speed is faster than 65-inch taking over from 55-inch.

This shows that there are still considerable market opportunities in large sizes. Bigger and better is the starting point that can be relied upon to promote the development of the industry. At the same time, the process of taking over the 75-inch larger size has also begun.

(Data and pictures: Aowei Cloud Network)

In fact, a series of market performance and brand actions from this year to 618 are all confirming this. The key point lies in the continued rise of 100-inch giant screens. During this year’s 618 period, the 100-inch giant screen exceeded 1 percentage point for the first time. Compared with the past, it has a tendency to change from a "tiny spark" to a "primary fire spark".

98-inch and 100-inch are the two giants in the current 100-inch giant screen. It is they who are working together to make this track stronger.

At present, the 100-inch giant screen will continue to rise. This will be a global industry phenomenon, and Chinese brands will also gain certain advantages in this process.

First of all, the layout of the head terminal brand will form category synergy and market influence.

From the perspective of terminal brands, the leaders are actively deploying 100-inch products. Tcl and Samsung are the main promoters of 98-inch, while Hisense, Skyworth, Xiaomi, Changhong, Konka, etc. are more keen on 100-inch.

Secondly, leading upstream panel manufacturers will inject continuous impetus into category promotion.

html The 198-inch panel comes from the 8.5-generation line. Tcl CSOT's production capacity continues to increase, and BOE also has stable supply. In particular, TCL CSOT's market share in this size has exceeded 70%; the 100-inch panel comes from the 8.6-generation line, and the main supplier is BOE. Huike and TCL Huaxing are also actively planning. In particular, BOE's supply of resized products has increased month by month and has captured more than half of the market.

Finally, the aggressive pricing strategy is expected to accelerate the effective promotion of the category.

Since this year, 100-inch giant screens have successively crossed the 10,000-yuan threshold, becoming more popular at a more affordable price. Taking the 618 period as an example, the pricing of 100-inch or 98-inch products from Hisense, Skyworth, TCL, Xiaomi, etc., as well as their sub-brands vidda, Coocai, Thunderbird, Redmi, etc. has reached less than 9,000 yuan, and vidda has even appeared The price is over 7999 yuan. This kind of pricing is also one of the reasons why the share of 100-inch giant screens has increased by 6.18 this year, and will be the main driving force in the future.

In fact, there is also an atmosphere of chasing each other between these "comrades" who jointly promote the growth of 100-inch large screens.

The internal structural adjustment of the 100-inch giant screen category has been ongoing. At this stage, 100-inch products have a slight advantage.

Taking this year's 618 as an example, the share of 98-inch dropped slightly compared to last year, reaching 0.4%, while 100-inch has made good progress, with an increase of 0.8% compared to last year, and its share reached 1.1%, doubling, which directly drove the 100-inch The overall weight of the giant screen has increased. In addition, since this year, 100-inch and 98-inch products have been about the same in 2023, with the weight of 100-inch products gradually increasing.

However, it is currently impossible to say who will become the number one representative of the 100-inch giant screen, 100-inch or 98-inch: on the one hand, the difference in market size between the two is not obvious; on the other hand, more brands and products are still On the way to deploying 100-inch giant screens, they will choose product sizes suitable for staged development based on their own abilities, advantages, audiences, etc. The only thing that can be expected is the continued growth of 100-inch giant screens.(Original by Ding Technology Network, please indicate "Source: Ding Technology Network" when reprinting)