In 2017, the color TV industry can be described as "thrilling." About 10% of the market has shrunk throughout the year, which has caused the industry's colleagues to worry about it and has added "negative energy" to the market. So, will this relatively "negative" situation continue in 2018?
1. The sales volume bottomed out, whether sports marketing can help
Regarding the sales volume of the color TV industry in 2018, the industry’s most pessimistic expectation is that it will be at least better than in 2017. The better view is that the restoration of growth is "on the horizon."
First of all, the foundation for the development of the industry in 2018 is “the market shrinks in 2017â€. One of the direct reasons for the decline in market sales in 2017 was that sales in 2016 were too high – overdrawing in the future; and from the second half of 2016 to the third quarter of 2017, the cost of color TV products remained at a high level – prices rose to curb consumption. These two reasons are not in existence in 2018: the price of TV in the fourth quarter of 2017 has already experienced a definite decline; in 2017, sales volume has shrunk by 10%, in a sense that in 2018, "demand has been met."
Second, 2018 is the "sports marketing year." According to the historical data of the color TV industry, general large-scale sports events will promote the prosperity of the market, and sports marketing is a year of sales growth. World Cup and Winter Olympic Games will bring color TV replacement craze. Especially with the trend of popularization of large-screen products in recent years, the pull of sports events will be obvious. In fact, the market's high in 2016 cannot be separated from the pulling effect of the Olympic Games.
Third, the 2018 Conference will be a year of stable reform of the global political economy. On the one hand, Britain’s Brexit, the change of major EU countries, and the arrival of the new U.S. president are the major political changes affecting the whole year in 2017. “The dust has settledâ€; on the other hand, Trump led US tax cuts and protectionism. The economic policy will be landed in 2018, and will have a global imitation effect. The new round of economic reforms has made people generally optimistic about the macroeconomic structure in 2018. Although fluctuations and conflicts are inevitable, the growth can be expected. Both of these contribute to stability and even increase the purchasing power of the global consumer market. At the same time, it will also accelerate the pace of domestic economic reforms, promote the recovery of the domestic economy's L-bottom, and benefit the development of the consumer market.
In short, in terms of total sales, color TV won't be worse in 2018. Although it is difficult to surpass the historical high in 2016, it is expected to see a steady rise in 5-6% growth. And in the context of large-scale, according to the display area, the growth rate will not be less than 8%. - More large-sized products are also conducive to the improvement of the profitability of manufacturers.
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