November China Internet TV Market Analysis Report

In November 2013, there were a total of 791 commercial products on the Internet TV market in China, which belonged to 23 different TV manufacturers. In the overall market, the attention of online TV this month remained at over 50%, which was 57.6%. From the perspective of brand attention, TCL replaced Samsung to become the champion of the brand watch this month, Samsung fell to the third place. In terms of prices, 3001-8000 yuan has concentrated nearly 60% of consumer attention, which is the mainstream price segment of the market.

Report points:

• Brand focus: TCL replaced Samsung as the champion this month.

• Product model structure: TCL L48A71 is the most popular among consumers.

• Resolution structure: The attention of 1920*1080 resolution is over 80%.

• Product Size Structure: The average size of the Internet TV this month was 46.04 inches.

• Price segment structure: The mainstream market price segment is concentrated at 3001-8000 yuan.

• Analysis of mainstream manufacturers: The proportion of TCL TV's attention this month is on an upward trend.

First, the brand attention pattern • TCL replaced Samsung to become the champion of this month In November 2013, the brand attention pattern of China's online TV market changed greatly. Unlike October, TCL replaced Samsung with the proportion of attention of 17.0% to become the champion of this month. Samsung fell to the third place in the brand's attention, paying attention to a ratio of 15.6%. In addition, Sharp’s focus on rankings this month was Sharp, Lenovo, and LeTV, with 7.9%, 4.1%, and 3.6% respectively. At the same time, Xiaomi fell to the last position this month, and the proportion of attention was only 1.9%. The decline was significant.

Second, the product focus on the pattern (a) of the product concerned models • TCL L48A71 the most consumer concern in November 2013, China's Internet TV market, TCL L48A71 to 4.6% of the proportion of concern has become the most popular consumer products, this 48 The price of 3 inch, 1920*1080 resolution 3D, network and smart TV products at the end of this month was 4567 yuan, which was the same as last month. At the same time, there is another TCL product - TCL L55E5690A-3D, this product is also an ultra-high-definition smart TV products, quoted at the end of this month was 8,990 yuan, these two products to a certain extent, helped TCL successfully boarded The brand is concerned about the position of the champion.

• The average size of the top ten products exceeds 50 inches. It is worth noting that the top 10 products that are concerned are in seven different brands. Samsung is the most popular brand and has three products on the list. It is noteworthy that the ten products, in addition to Lenovo 32A21, the product size is more than 40 inches, the average size of 53.3 inches, the largest size up to 85 inches, priced from 1799 yuan to 219999 yuan range. In addition, there are two Ultra HDTVs on the list this month, namely TCL L55E5690A-3D and Samsung UA85S9.

(II) Structure of product parameters 1. Resolution structure • Over 80% attention in resolution of 1920*1080 From the perspective of the resolution of Internet TV, unlike October, the proportion of attention of 3840*2160 resolution increased this month. Obviously, from the previous month's 4.3% to 12.1% this month, an increase of 7.8%, the market potential can not be overlooked. Although the 1920*1080 resolution has declined, it still occupies the mainstream of the market, with its attention accounting for more than 80%, up to 80.58%, far higher than 7.4% of the 1366*768 resolution.

2. Screen size structure • The average screen size of Internet TV this month was 46.04 inches According to ZDC data, in November 2013, there were a total of 791 models in China's Internet TV market. The average screen size was 46.04 inches, which was higher than that in October. 1.36 inches, compared with other markets, lower than smart TV and 3D TV levels, but higher than the 41.48 inches of the overall market.

Specifically, the 55-inch month this month is still the TV screen size most concerned by consumers. The ratio of attention is 18.3%, which is slightly higher than the previous month. The second and third place are 50-inch and 42-inch respectively. The concerned proportions were 12.0% and 10.6% respectively.

(III) Structure of the price segment • The mainstream price segment of the market was concentrated in 3001-8000 yuan In November 2013, in China's online TV market, 3001-8000 yuan had collected nearly 60% of consumer attention, which was the mainstream price segment of the market. . Different from the previous month, 5001-8000 yuan this month replaced the 3001-5000 yuan with 29.9% of the attention ratio and became the most popular price segment for consumers. The price range of 3001-5000 yuan followed closely, with a concern ratio of 29.1%, slightly inferior. The price segment below 3,000 yuan came in third place, with the proportion of attention being 16.4%, and the rest of the price segment's attention was less than 10.0%.

III. Comparation of Mainstream Manufacturers (I) Concern about brand trends • The proportion of TCL TV's attention has been on an upward trend this month In November 2013, in China's online TV market, TCL’s share of attention in November has fluctuate significantly, but overall it has been on an upward trend. . Judging from its daily interest rate, TCL was 16.4% at the beginning of the month, followed by an “inverted V-shaped” trend, which reached 17.9% on the 6th, and then fell back to the lowest value of 15.2% this month on the 11th, and then waved. The formula gradually increased and finally reached the highest value of 18.0% at the end of the month, which was a 1.6% increase from the beginning of the month.

(II) Comparison of product quantity • The number of commercial products of TCL is relatively the most According to the statistics of ZDC, in November 2013, of the top three brands of China's Internet TV market, TCL had the largest number of commercially available products, reaching 129 models. After Hisense, the number of products is also more than one hundred. The relatively small number of Samsung's commercial products is 61.

(III) Contrast of Single Item Concern Rate • Samsung’s Single Item Concern Rate is Relatively Highest In November 2013, among the top three brands in China’s online TV market, contrary to the quantity distribution, Samsung’s single product attention rate is relatively highest. This month’s 0.26%, slightly lower than the previous month. The TCL and Hisense's single product attention rate is not much difference, respectively 0.13% and 0.14%, the market is quite competitive, there is a certain gap with Samsung.

(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.)