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关于“电视”的报告

本报告研究涉及企业/品牌/案例:创维,小米,海信,夏普,TCL,海尔,康佳,长虹,乐视,飞利浦,三星,华为,东芝

iiMedia Research(艾媒咨询)数据显示,2018年中国智能电视销售额达5202亿元,预计未来三年将保持稳定增长,2020年销售额将突破6000亿元。智能电视开机广告广泛存在,涉嫌侵权的现象也较为常见。84.3%的受访者表示其使用的智能电视含有开机广告; 59.9%的受访者透露购买时商家未履行告知义务;43.8%受访者表示智能电视开机广告全程无法关闭。除了缺少“一键关闭”功能,智能电视开机广告在内容上还存在单一、夸大、无法产生共鸣等问题,导致用户体验极差,无奈之下56.0%的受访者表示愿意付费免除广告。艾媒咨询分析师认为,智能电视厂商试图通过开机广告换取硬件降价空间从而让利消费者的本意是值得肯定的,但在具体实施层面,却忽略了开机广告本身带给用户的一系列不良体验会消耗用户对品牌的信任,造成本末倒置。此次约谈整改事件有利于智能电视行业规范经营,有助于智能电视厂商回归用户本身,多维度持续改善用户体验。

According to iiMedia Research, the sales of smart TVs in China reached 520.2 billion yuan in 2018. It is expected to maintain steady growth in the next three years. In 2020, sales will exceed 600 billion yuan. Smart TV boot ads are widespread, and alleged infringement is also common. 84.3% of respondents indicated that their smart TVs contain boot ads; 59.9% of respondents revealed that the merchants did not fulfill their obligation to inform when they purchased; 43.8% of respondents said that smart TV boot ads could not be closed. In addition to the lack of “one-button off“ feature, smart TV boot ads still have problems such as single, exaggerated, and irresonable content, resulting in a very poor user experience. In desperation, 56.0% of respondents indicated that they are willing to pay for advertising. iiMedia consulting analysts believe that the intention of smart TV manufacturers to try to make profits for consumers by exchanging the hardware price reduction space through the power on advertising is positive, but in the specific implementation level, they ignore that the power on advertising itself brings users a series of bad experiences that will consume users' trust in the brand and cause the cart before the horse. The interview and rectification incident is conducive to the standardized operation of the smart TV industry, which helps the smart TV manufacturers to return to the users themselves and continuously improve the user experience in multiple dimensions.

本报告研究涉及企业/品牌包括:TCL集团、京东方A、四川长虹、创维数字、华数传媒、国星光电、广电网络、捷成股份、丝路视觉、高斯贝尔、银河电子、中颖电子、国科微、东方网络、北京君正、圣邦股份、永新光学、中威电子、数码科技

利好政策、技术进步和市场需求驱动下,全球4K产业高速发展,2018年全球4K电视出货量达1.02亿台,中国4K产业虽然起步晚,但4K终端设备具备领先优势,2018年中国4K电视渗透率已达58.0%,预计2021年将达71.0%。目前中国4K已形成包括核心元器件制造、终端呈现设备制造和内容生产制作在内的三大产业链环节,产业发展前景广阔,2018年前三季度6家4K概念股上市公司营收突破百亿元,其中,TCL集团营收达到822.4亿元,成为中国4K概念第一股。iiMedia Research(艾媒咨询)数据显示,广东地区最关注4K产业,相关上市公司中京东方A(000725.SZ)的网络关注度最高,华数传媒(000156.SZ)的网络口碑最好。随着5G技术的发展成熟和应用,带动4K产业进入发展快车道,艾媒咨询分析师认为,未来4K显示技术在文教娱乐、工业制造、医疗健康和交通等领域将有更多的创新性融合。

Driven by favorable policies, technological advancement and market demand, the global Ultra HD industry is developing at a high speed. In 2018, global 4K TV shipments reached 102 million units. Although China's Ultra HD industry started late, 4K terminal equipment has a leading edge. The penetration rate of China's 4K TV has reached 58.0% in 2018 and is expected to reach 71.0% in 2021. At present, China Ultra HD has formed three major industrial chain links including core component manufacturing, terminal rendering equipment manufacturing and content production and production. In the first three quarters of 2018, the revenue of six 4K concept stock listed companies exceeded 10 billion. Yuan, of which, TCL Group's revenue reached 82.24 billion yuan, becoming the first share of China's 4K concept. According to iiMedia Research, the Guangdong region is most concerned about the Ultra HD industry. The related listed companies, BOE A (000725.SZ), have the highest network attention, and China Digital Media (000156.SZ) has the best network reputation. With the development and application of 5G technology, which is driving China Ultra HD industry into the fast lane of development, iiMedia Consulting analysts believe that the future 4K display technology will have more innovative integration in the fields of culture, education, entertainment, industrial manufacturing, medical health and transportation area.

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