2014 will be the year of 4K TV explosion, and manufacturers will launch low-cost 4K TVs with 3D functions to quickly open the market.
"Not many people are paying attention to 3D now." A professional in the home appliance industry consultancy said that 3D TV has been flattening after last year's hot.
On December 6, Skyworth Digital and TCL Group released the sales data of major products in November 2013. The sales of 3D TVs were 457,600 and 215,000, respectively, and the sales of non-intelligent 3D TVs decreased by more than 20%. Skyworth and TCL’s 3D TV sales have fallen by more than 20% for three consecutive months.
With the chill of 3D TV, the color TV industry is working on 4K TV. In the first three quarters of this year, the sales growth of 4K TVs was close to 5 times.
Liu Weizhi, president of Skyworth Group's color TV business, said that the historical role of 3D TV has come to an end, because 3D TV does not bring too good experience to users.
According to the data, in the first 11 months of this year, the total sales of Skyworth 3D TV was 3.759 million units. As the 3D cloud TV maintained a high growth rate, the total amount of 3D TVs increased. Among them, 3DLED TV sales in November this year was 192,900 units, accounting for half of Skyworth flat-panel TV sales. However, since April this year, 3D LED TV sales have been basically negative growth year-on-year, with an average growth rate of approximately -21%. According to Ovi Consulting data, Skyworth 3D TV has a market share of 26.7% in October this year.
TCL's 3D TV sales in the first 11 months of this year was 2,285,600 units, an increase of 25.78% year-on-year, accounting for 22.31% of the company's TV sales. Among them, sales in November were 215,000 units, down 22.41% year-on-year. Since June of this year, 3D TV sales have fallen by an average of about 19% per month.
For the slowdown of 3D TV growth, Skyworth Group spokesperson Li Cong wanted to tell the reporter of "Daily Economic News" that in TV terminals, consumers rarely watch TV with this function except watching movies with 3D functions. And the lack of 3D TV programs is also a big reason, and the proportion of 3D TVs will continue to decline.
A TCL insider also told reporters that "3D is not a selling point", and it is already a TV standard. The manufacturing cost is not much different from 2D.
In addition to the two major color TV giants such as Skyworth and TCL, the sales volume of 3D TVs in the entire color TV industry has been decreasing, but it is also in a downward trend. According to the data of Ovi Consulting, the sales of 3D TVs in the first three quarters of this year were 4.509 million units, 4.238 million units, and 3.925 million units.
As the 4K TV market matures, its sales have grown rapidly. According to the monitoring data of Ovi Consulting, the sales volume of 4K TVs was 219,000 units from January to October this year. The sales volume in the first three quarters was 0.2 million units, 18,000 units and 104,000 units respectively, and the sales volume in October reached 96,000 units. , close to the sales in the third quarter.
Some analysts said that 2014 will be the year of 4K TV outbreak, and TV manufacturers will introduce low-cost 4K TVs with 3D functions to the market to quickly open the market.
At the Skyworth TV Interim Results Interpretation meeting earlier this month, Skyworth executives said that in the domestic TV market, the company's product structure will be transformed from 3D cloud TV to 4K TV.
A staff member of the TCL brand department also told reporters that the production of the company's 4K TV has been growing.
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