October China Smart TV Market Analysis Report

In October 2013, there were 18 mainstream TV manufacturers in China's smart TV market. The total number of commercial products was 446, which was 24 new products added in September. In the overall market, the attention of smart TV continues to heat up, and it has gradually approached 50%, reaching 44.5%. From the perspective of brand awareness, Samsung’s attention has continued to decline this month, and domestic brands have become increasingly prominent.

Report points:

• Brand focus: The local brand's focus has gradually become prominent.

• Product model structure: A total of eight brands of TV products have reached the list.

• Price reduction product structure: There were a total of 31 smart TV prices dropped this month.

• Product Size Structure: The 55-inch TV has focused on 1/4 of the market.

• Price segment structure: The price segment of 5001-8000 yuan is most concerned by consumers.

• Analysis of mainstream manufacturers: Samsung’s attention ratio has declined this month.

First, the brand attention pattern • The local brand's attention has gradually become more prominent. In October 2013, China's smart TV market, the Xiaomi smart TV listed in September was still performing well this month. Although it declined from the previous month, the proportion of attention It remains at 10.0%. Although Samsung is still concerned about the championship, its attention rate continues to decline. It was only 23.7% this month and was down 2.5% from September.

At the same time, Hisense and TCL rose to the second runner-up and second runner-up respectively, with a focus on 13.9% and 11.6% respectively. Can be found that, including Samsung, LG and Sharp, including foreign brands in this month, the proportion of concern has declined, while the proportion of local brand attention has rapidly increased, attention has begun to highlight the advantages.

II. Product Focus (1) Product Focus Models • Millet Smart TV continues to win this month In October 2013, on the Chinese smart TV market, Millet TV continued to be the most watched smart TV of this month with a concern ratio of 10.0%. Products, attention to more obvious advantages, this 47-inch, 1920 * 1080 resolution smart TV quoted at the end of the month was 2999 yuan, flat with the previous month.

• A total of eight brands of TV products are on the list. It is worth noting that the top ten products of this month are in eight different brands, of which Samsung and TCL have two products respectively. In addition to Lenovo's 32A21 and Xiaomi TV, the other 10 products have screen sizes of over 40 inches and an average product size of 50.4 inches.

• The average price of products listed on the list can reach 6,234 yuan. It can be found that in the ten products on the list, the quotation is basically more than 5,000 yuan, and the average quotation is as high as 6,234 yuan. Among them, the Samsung UA55F8000 offer is relatively the highest, up to 13,999 yuan; while the 32-inch Lenovo 32A21 price is relatively low, only 1799 yuan.

(II) Product Ranking of Price Drops • There were 31 smart TV prices falling during the month. In October 2013, China’s smart TV market saw a cumulative total of 446 commercial products, of which 31 were price-reduction products, accounting for 7.0% of the total. There are 11 products with a price reduction of over 500 yuan, with an average price reduction of 418 yuan.

• This month's LG 55LA6800-CA has the most price cuts. In this month's price cuts, the LG 55LA6800-CA has the largest price cut. This 55-inch, 1920*1080 resolution 3D, smart TV was priced at RMB 11999 at the beginning of October. It was reduced to 9999 yuan at the end of the month, and the price cut was as high as 2,000 yuan. In addition, this month there is an ultra-high-definition smart TV - Konka LED50X9600 boarded the list, the price reduction of 500 yuan.

(III) Product Dimension Structure • 55-inch TVs have been focused on 1/4 of the market. In October 2013, on the Chinese smart TV market, the focus of consumers was still concentrated on more than 40 inches. It can be found that the proportion of attention is on the top 10. There are eight kinds of screen sizes in more than 40 inches, of which, 55 inches and 25.0% of the proportion of attention continue to be the most consumer TV screen size this month; followed by 47 inches, the proportion of attention is 19.2%; 60 inches In third place, the proportion of attention is 10.2%.

According to statistics from ZDC, the average size of China's smart TVs this month increased from 48.57 inches last month to 48.65 inches, which is significantly higher than the 40.94 inches of the overall LCD TV.

(IV) Structure of price segment 1. Quantity of products • Nearly 60% of smart TVs are concentrated in 3001-8000 yuan According to ZDC data, the number of products sold in the smart TV market this month is 446, which is 24 more than the previous month. The average TV price was 9765 yuan, which was significantly higher than the overall market price of 5735 yuan.

From the product quantity distribution map for different price segments, unlike the declining trend of the overall market, the products of the smart TV market mainly concentrate in the price segment of 3001-8000 yuan, accounting for 60% of the price segment, of which 3001-5000 yuan and 5001-8000. The number of products in the yuan price segment is over one hundred, with 137 models and 130 models respectively. The number of products in the remaining price segments is relatively small, with less than 50 models.

2. Concerned about the proportion of 5001-8000 yuan in the price segment most concerned by consumers In October 2013, in the Chinese smart TV market, the price segment most concerned by consumers was 5001-8,000 yuan, and the percentage of attention this month was 26.8%. There was a slight increase from the previous month. In addition, the proportion of attention is about 3,000 yuan and the price segment of 3001-5000 yuan, which is 19.9% ​​and 19.0% respectively. It can be found that the price segment below 8,000 yuan has attracted nearly 70% of consumers' attention and is the mainstream price segment of the market.

III. Analysis of Mainstream Manufacturers (I) Analysis of Brand Trends • The proportion of Samsung’s attention has been declining this month In October 2013, the proportion of Samsung’s smart TVs has declined. As can be seen from the figure, Samsung’s focus on the ratio was as high as 26.2% at the beginning of this month, then gradually declined, and finally fell to 18.4% at the end of the month, a drop of 7.8 percentage points.

ZDC analysts believe that there are two reasons for the decline of Samsung: First, traditional TV manufacturers headed by Hisense and TCL are all pushing smart areas, breaking Samsung’s long-term monopoly in smart areas; second, Xiaomi, LeTV, etc. Companies have also entered the smart TV, and it has attracted the attention of consumers and seized a certain market share, which led to continued decline in Samsung's attention.

(II) Comparison of the number of products • Hisense’s number of products is relatively the most According to statistics from ZDC, in October 2013, of the top three brands in China’s smart TV market, Hisense’s number of smart TV products was the largest, at 86; Samsung followed. For 55 models; TCL's product number is relatively minimal, for 47 models.

(III) Contrast of Single Item Concern Rate • Samsung’s Single Item Concern Rate Relatively Highest In October 2013, in the smart TV market in China, Samsung’s single product attention rate remained relatively highest, at 0.43%, in terms of single product attention rate. Second, 0.25%, Hisense is the lowest, 0.16%.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)

Summary: From the perspective of brand attention, Samsung’s dominance has been significantly different. ZDC analysts believe that there are two reasons: First, traditional TV manufacturers headed by Hisense and TCL are pushing smart areas. To a certain extent, it broke Samsung's long-term monopoly in the field of intelligence; Second, millet, LeTV and other Internet companies have also entered the smart TV, and has attracted the attention of consumers, to seize a certain market share, resulting in continued decline in Samsung’s attention .