多地国补“暂停”来袭，电视机市场何去何从？

Group 1 - The "National Subsidy" policy implemented in 2024 initially boosted the television market, but recent suspensions of the subsidy in multiple regions have created uncertainty for future market trends [2][3] - In May 2025, the brand shipment volume of the Chinese television market was 2.83 million units, a year-on-year decrease of 2.1%, marking two consecutive months of decline since April [2] - Despite the decline in May, the cumulative shipment volume from January to May reached 14.035 million units, showing a slight year-on-year increase of 1.7% [2] Group 2 - The suspension of the subsidy is primarily due to the rapid consumption of funds, with over 150 billion yuan already used by the end of May, accounting for more than half of the annual 300 billion yuan fund pool [2][3] - Regions like Chongqing and Jiangsu have exhausted their subsidy quotas, while Guangdong has suspended the issuance of smart appliance subsidies [3] - The adjustment of the subsidy policy aims to optimize the efficiency of fiscal fund usage and prevent price disruptions during major sales events [3] Group 3 - The adjustment of the subsidy policy is expected to push the television industry back to a market-driven logic, with a forecasted shipment volume of 9.8 million units in 2025, representing a year-on-year growth of 6.3% [3][4] - The contribution of policy stimulus to market growth is projected to decrease from 40% in 2024 to 25% in 2025, with technological innovation and consumer upgrades becoming the main driving forces [3] - The suspension of subsidies highlights the industry's reliance on financial support and compels companies to focus on technological competition [4]