Since the 1st quarter China's electronic information industryeconomy research conference bulletined color TV industry in 2008 , there’sheated debate among relevant industries companies that the Olympic Games andhigh-definition will promote the development of China's FPTV market.
According to Sina Tech, the economicoperation department , product management department of Industry and InformationTechnology Department, and China Video Industry Association co-hosted the 1st quarter China's electronic information industry economy research conference bulletinedcolor TV industry of 2008, which was undertook by the AVC launched in the KyotoLetter Garden Hotel Beijing in the afternoon on 22nd , March, 2008. Thiswas the first high standard color TV industry meeting after the originalInformation Product department changed to Industry and Information TechnologyDepartment.
During the meeting, the economic operation department ofIndustry and Information Technology Department illuminated the key point thatthe giant department reform brings promotion and opportunities to the China'selectronic information industry development, and published officially theeconomic operation of China's electronic information industry and theinvestment in fixed assets statistical bulletin. China Video IndustryAssociation has further analyzed the industry environment, scale structuretrend and the development direction of the whole color TV market. Olympic Gamescombine with the high-definition application promote the development of FPTVmarket. AVC published the monographic research results of The Olympic Impact onthe Purchasing Intention of FPTV. From the real and potential aspects and theconsumers’ purchasing requirement proves that the Olympics have active effectto the FPTV market. Executives and some professional scholars attending themeeting have a seminar in color TV development direction, driving factor andhow could the companies seize the market opportunities brought by the Olympic.
一、The first quarter in 2008, the Yangtze River`s middleand lower reaches suffered from rare snow disaster in half a century, which hasbrought huge economic losses and cut off every north-south traffic artery also.This snow disaster had strong impact not only on the daily living activities ofthe southern 10 several provinces and cities residents but also influencedgreatly the logistics system of the color TV manufacturing base in East Chinaand South China. However, such a cold severe winter haven’t completely cooled thecustomers’ enthusiasm to purchase TVs in the coming Lunar New year. During thefirst quarter, China Color TVs’ overall sales summed up to 9.64 million units,there’s slightly reduced less than 2% on year-to-year 2007. However, theoverall sales amount summed up to 37,300 million RMB, which has increased 21%on year-to-year 2007.
As more than 60% of CRT TV market inrural areas, the traffic was more difficult to reach the rural areas after thewing and snow disaster. Certainly, CRT TV market was suffering bigger negativeeffects. There sold out 6.32 million units in the first quarter and reduced 19%on year-to-year 2007. While the ultra-thin CRT TV’s sales volume kept growth upto about 1.40 million units. Even if the CRT TV market was on Recession period,the recession was hopefully reduced as low as 10%. Although such disaster hadalso significantly affected the LCD TV market, the annual growth rate was stillup to 58%, sales volume was 2.87 million units, which has been the proportionof the market share up to 30%. LCD TV sales amount contributed their share upto 24,000 million RMB. It Is estimated that the LCD TV sales are brisk betweenMarch to August, there will be increasing more than 80% on year-to-year 2007. PDPTV has a good success on the first quarter with growth 189% on year-to-year,the sales volume was 440 thousand units. As the dynamic high definition industrystandard came on stage, there will be a favorable growth environment for thePDP TV.
Type sales quarter year-to-year growth.
CRT TV: 6,320,000units, 65.5%-19.3%
LCD TV: 2,870.000units, 29.8%-58.6%
PDP TV: 440,000units, 4.6%-189.2%
RPTV: 20,000units, 0.2%-66.7%
total: 9,640.000units, 100.0%-1.8%
Data sources: AVC consulting company, Research ofelectronic video industry association
二、Olympic Games and High-definition actively promote thedevelopment of the FPTV.
It is a close attention problem on the whole industrythat how much does the national celebrated Olympic Games influence our color TVespecially FPTV market? This launch organizer AVC and Research Department ofelectronic video industry association published consumers research resultsshows, there are about 45% interviewees purchase High-definition FPTV in orderto watch Olympic Games. About 80% interviewees will purchase TV before OlympicGames. This shows that the enthusiasm and expectation to the Olympic Games willpush a considerable part of the consumers to purchase FPTV. At the same time,it has changed greatly the original distribution of time that consumerspurchase TV, which has promoted the year-to-year proportion during the 2nd and 3rd quarter in 2008. However, the market appeared low growthduring the 4th quarter and decreased compared against 3rd quarter.
During the 1st quarter, theproportion of the FHD FPTV sales volume has been more than 20%. However, Consumersurvey results shows that 50% interviewees would like to purchase FHD FPTV. HDand FHD FPTV has been a choice of a majority of consumers.
On 22nd , March, China Video IndustryAssociation published Dynamic Definition Industry Standards, which hascompleted the review system of the FPTV’s definition and image quality. Thisnew standard will change the situation that the consumers and public opinionsfocused much on the static definition. High dynamic definition FPTV can trulybring consumers the perfect visual enjoyment and protect the health of the eyes.Besides, the research result shows that more than 70% interviewees think thehigh dynamic definition is very important to watch the Olympic Games. In thefuture, we have reasons to believe that the high dynamic definition will be animportant consideration factor when the consumers are purchasing TVs.
According to the results of this launch andthe hot discussion between the participating companies, there are 2 importantkeywords “Olympic” and “HD” in the color TV market in 2008. The Olympic Games will have positive effect on FPTVmarket and the HD video play and Dynamic Definition IndustryStandards promote the formation industry and promote the wideapplication of high-definition television. China's color TV market willcontinue to maintain a steady and healthy growth.