第一财经·2025-06-05 03:16Core Viewpoint - The article discusses the intense price competition in the Chinese television market during the "6.18" shopping festival, highlighting the impact of government subsidies and consumer preferences for larger, high-efficiency TVs. The competition is characterized by significant price drops, with some products being sold at prices comparable to their panel costs, leading to concerns about profit margins for manufacturers [1][2][4][5]. Group 1: Market Trends and Sales Performance - The average price of televisions during the "6.18" festival has decreased by over 10% compared to last year's "Double Eleven" sales, particularly for large-sized TVs [2][4]. - Sales of large-screen TVs (75 inches and above) have surged, with TCL, Hisense, and Xiaomi leading in sales rankings [1]. - The overall sales revenue in the domestic TV market is expected to grow by approximately 15% year-on-year during "6.18" due to the influence of government subsidies [6]. Group 2: Consumer Preferences and Product Trends - Consumers are increasingly opting for high-quality, larger TVs, with Mini LED technology gaining popularity [8][10]. - The market is seeing a shift towards energy-efficient and high-end products, with over 90% of sales attributed to high-efficiency TVs [8]. - The promotion period for "6.18" has been extended from five weeks to six weeks, indicating a strategic shift by e-commerce platforms to capture more sales [5]. Group 3: Competitive Strategies of Major Brands - Major brands like TCL and Hisense are focusing on product differentiation and technological innovation rather than solely competing on price [8][10]. - TCL has introduced a diverse range of products across different price segments, leveraging both government and corporate subsidies to boost sales [8]. - Hisense is emphasizing smart, large-screen, and energy-efficient TVs, aiming to attract consumers looking for value [9][10]. Group 4: Supply Chain and Panel Pricing - The price competition in the TV market is supported by stable panel prices, with manufacturers like BOE and TCL focusing on high-value products [13]. - Liquid crystal panel prices have remained stable, but there are concerns that if TV sales do not meet expectations, it could lead to adjustments in panel procurement and pricing strategies [13][14]. - Panel manufacturers are advised to maintain rational production levels and avoid excessive price competition to stimulate demand for larger TVs [14].