Will the color TV industry emerge from the cold winter and reach a rebound turning point?

It is not certain that the Chinese color TV market will bottom out and rebound in the second half of the year. In fact, the entire color TV industry still has a long way to go and many hurdles to overcome before it can fully get out of the cold winter.

We must adopt a cautiously optimistic attitude towards the future market trends and commercial competition in China's color TV market: we must be optimistic strategically, accelerate the transformation towards the mid-to-high-end, large-screen and other markets, and make the transition from pursuing quantitative growth to qualitative growth; we must remain aggressive tactically, not miss any opportunity to seize the market, wait for the good days after the rebound, and must win in the present and seize the opportunities in front of us.

Although the second half of the year is the traditional peak season for color TV consumption, the upstream panel prices are still fluctuating at a high level, and there are repeated changes. The downstream user demand can no longer be quickly activated and innovated at low prices. What is more worrying is that the rigid demand and irreplaceable status of TV sets in many households are quietly changing.

Nowadays, many young people in the United States have begun to give up large-screen TVs, and in China, many families have changed from "one TV in each room" to one TV in each family, which only exists as a functional product. Although the TV power-on rate has rebounded, it is still obviously hovering at a low level.

What really worries color TV manufacturers is not the low-price market grabbing by Internet companies, the full-scale counterattack by joint venture brands, or the low-price market grab by fake foreign brands, but the new changes in users' rigid demand and functions for TV. In the past, TV was the entertainment center of the whole family, but due to the rapid popularization of tablets and smart phones, it has turned family entertainment into a personal pleasure.

Younger and younger consumers are choosing to abandon large-screen TVs and use more flexible and larger tablets and smartphones at home, while going directly to larger-screen cinemas for visual experience. It can be said that as a medium-screen TV, it either becomes a display panel for game consoles or an occasional entertainment center for the family. From the perspective of frequency of use and family status, it is rapidly "decentralizing". Now many young people, such as those born in the 1990s who pursue extreme life, no longer pursue the entertainment status of large-screen TVs.

Since the first half of this year, the overall decline in color TV sales is due to the low-price rush of Internet TVs in the past few years, which overdrawn user demand in advance, causing and bringing sequelae to the entire color TV market. This has exposed the problem of weak rigid demand in the TV market in advance. Without new functions, new experiences, and new scenarios, the appeal of TV screens to users is becoming smaller and smaller.

At present, whether it is LCD display, OLED display, or laser display, none of them has really fundamentally activated users' new demand for TV. This is the common challenge faced by color TV manufacturers, that is, how to activate user demand through products. The past unilateral hardware upgrade and iteration can no longer achieve the desired effect. However, the new consumer demand and new trend under the coordination of software and hardware have not yet been fully ignited.

The future of China's color TV industry is not only facing internal troubles such as the chaos of low-price wars, rising raw material prices and weak demand, but also external troubles such as more and more young people beginning to despise TV screens and choose mobile phone screens and tablet screens. In this context, color TV companies cannot continue to struggle and fight in the quagmire of low-price wars, but must find new excitement points and detonation points between products and users as soon as possible!

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.