September China Smart TV Market Analysis Report

In September 2014, the number of commercially available products in China's smart TV market continued to grow, reaching 821 models, 46 new products more than the previous month, and were divided into 21 mainstream brand manufacturers. In the overall market, the proportion of attention paid by smart TVs continued to increase, rising from 54.5% in the previous month to 57.2% this month. This further widened the gap with the attention of non-smart TVs, and has become the main current LCD TV market. TV type. Judging from the brand's concern, Samsung continued to lead the market this month, and LG and Sharp's attention ranked higher. In terms of product models, Samsung's curved surface UHD UA55HU9800 continues to be the most consumer-focused smart TV product this month.

Report points:

• Brand focus: The top three brands remain unchanged and Samsung continues to lead.

• Product Model Structure: The average size of the top ten products is as high as 51.6 inches.

• Operating system structure: The market awareness of Andriod systems exceeds 70%.

• Product Size Structure: The average size of smart TVs this month is 49.63 inches.

• Resolution structure: The visibility of 3840*2160 resolution continues to rise.

• Price segment structure: The price segment of 3001-5000 yuan is most concerned by consumers.

• Analysis of mainstream manufacturers: The percentage of Samsung brand's attention this month has been stable.

First, the brand attention pattern • The top three brands remain unchanged, Samsung continues to lead In September 2014, China’s smart TV market, Samsung, LG and Hisense remained the top three positions in the brand watch list with a cumulative focus of 49.3%. More concentration than in August. Specifically, this month, Samsung continued to be the brand most concerned by consumers with a focus ratio of 21.4%; LG and Hisense respectively held the position of second runner-up and second runner-up, with a ratio of 14.8% and 13.1% respectively. In addition, attention is paid to TCL, which is 10.4%, for brands that accounted for more than 10.0%.

Judging from the changes in this month's attention to rankings, LG and Sharp's attention rankings have increased, while Changhong and LeTV's attention has fallen. In addition, this month, Haier has been watching the top ten, ranking tenth, focusing on the percentage Is 2.0%;

From the perspective of changes in the proportion of attention, there are relatively obvious Samsung, LG and LeTV, which, Samsung and LG's share of the increase was relatively large, respectively, compared with August rose by 1.4% and 1.6%, while LeTV The decline was significant, falling by 1.9% from August. The change in the percentage of attention of the remaining brands remained within one percentage point.

Second, the product focus on the pattern (a) Product models concerned • Samsung curved surface UHD UA55HU9800 the most concern In September 2014, China's smart TV market, Samsung surface UHD UA55HU9800 with 5.4% of the proportion of attention continues to be the most consumer attention this month Products, this 55-inch, ultra-high-definition hard-screen panel, 3840*2160 resolution 3D, network, smart, ultra-high-definition television products quoted at the end of this month was 17,099 yuan, a decrease of 10,000 yuan compared to the beginning of the month.

• The average size of the top ten products is as high as 51.6 inches. From the perspective of brand distribution of products, the distribution of the top ten brands with the highest percentage of attention this month is more dispersed and falls into seven different brands, of which Samsung has four products. In the list, the rest of LeTV TV, Changhong, Hisense, Konka, LG and Sharp each one.

Judging from the screen size of the products, most of the ten products are over 50 inches, with the largest size up to 60 inches, mostly 55 inches, and the average size is 51.6 inches. The gap between the end of the month's product offers is also relatively large, from 1499 yuan. To 17099 yuan range, the average price of 7,095 yuan.

Judging from the resolution of the TV, six of the ten products on the list this month are 4K ultra high definition televisions, which exceeds four of the full HDTVs.

(II) Operating System Structure • The market awareness of Andriod system exceeds 70% In September 2014, over 70% of consumers in the smart TV market in China focused on the Andriod system, and their attention this month was 70.0. %, a decrease of 0.6% from August. Followed by the Smart TV operating system, the proportion of attention was 14.2%, down 0.4% from the previous month. In the third place is the Linux system, with a relatively small proportion of attention, only 4.2%, and there is a certain gap of concern compared with Andriod system and Smart TV operating system.

(III) Product Size Structure • The average size of smart TVs this month was 49.63 inches. According to statistics of ZDC, in September 2014, there were 821 models of smart TV market products in China, 46 more than the previous month. The average screen size was 46. Up to 49.63 inches, an increase of 0.07 inches compared to August, significantly higher than the 45.02 inches of the overall LCD TV.

From the perspective of consumers' attention, there are more than 40% of consumers concerned about 50-59 inches, concerned about the proportion of 43.4%; 40-49 inches TV's attention is also relatively large, reaching 33.6%; 60 TVs above inches came in third place, with a ratio of 14.3%.

(Chart) September 2014 China's smart TV market focus on the proportion of different size products • 55-inch LCD TVs are the most concerned about consumers From the perspective of the specific screen size, in September 2014, 55 inches to 26.8% of the attention rate continues to be The 50-inch and 42-inch screens of smart TVs that are most concerned by consumers ranked second and third respectively, and the ratios were 14.3% and 11.0% respectively. The remaining size concerns are less than 10.0%.

(IV) Resolution Structure • Concern for resolution of 3840*2160 continues to rise From the perspective of resolution, in September 2014, the resolution of 1920*1080 still dominated the market in China's smart TV market, but the proportion of attention was certain. The decline was 58.7% this month, down 3.8% from August, but still far above the 3.6% resolution of 1366*768. This month, the proportion of attention on the resolution of 3840*2160 continued to rise, reaching 37.7%, up 3.7% from August.

(V) Price segment structure • The price segment of 3001-5000 yuan is most concerned by consumers In September 2014, in the Chinese smart TV market, the price segment of 3001-5000 yuan focused on the 31.1% of consumers' attention in the market, which is the mainstream of the market. Price segment. In addition, the price segments of 5001-8,000 yuan and 3,000 yuan were ranked second and third respectively, and the proportions of attention were respectively 26.0% and 18.0%. The proportion of concerns in the remaining price segments is relatively small, both less than 10.0%.

III. Analysis of Mainstream Manufacturers (I) Analysis of Brand Trends • The proportion of Samsung brand's attention has been stable this month In September 2014, Samsung TV’s attention ratio remained basically stable at 21.0% in the smart TV market in China. The month’s trend was relatively stable. . Specifically, Samsung's attention rate was 21.1% at the beginning of this month, followed by a relatively stable trend. It remained at 21.1% on the 11th, after which the attention ratio rose slightly and reached the highest value of 22.2% on the 20th. Since then, the proportion of attention has gradually declined, and finally fell to 19.7% at the end of the month. From the trend line, it can be seen that the attention rate of the Samsung brand this month showed a steady trend.

(II) Comparison of product quantity • The number of smart TV products of Hisense and TCL reached more than 100. In September 2014, among the mainstream brands in China's smart TV market, Hisense had 115 smart TV products in terms of product quantity. TCL ranks second in 103 products; Samsung, LG and Changhong have a similar number of products, and they are all around 80, with 83 models, 82 models and 78 models respectively.

(Chart) September 2014 China's smart TV market, mainstream brands, the number of commercial products compared (C) single product attention rate comparison • Samsung's single product attention rate is relatively highest in September 2014, China's smart TV market, the mainstream brands in In terms of single product attention rate, Samsung’s single product attention rate is relatively highest, reaching 0.26%, and the market competitiveness is strong; LG is ranked second with 0.18% single product attention rate; and Changhong, Hisense and TCL’s single product concern The rates are slightly lower, at 0.12%, 0.11% and 0.10%, respectively, and the market is competitive.

(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.)