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Memorabilia of flat screen TV in 2005

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Investigation report on consumption behavior of flat-panel TV in China in 2005

13:09:00 Text/Source: People's Daily Online

At the beginning of September, People's Daily Online, China Business Times and the authoritative domestic market research company * * * formed the "China flat-panel TV consumption behavior research group" to conduct newspaper and online surveys on flat-panel TV consumption behavior in 28 large and medium-sized cities across the country. * * * A total of 16875 feedback questionnaires were collected, of which 15563 were valid, which basically reflected the consumption trend of flat-panel TVs in China.

"Like the strong wind in spring, it blows at night and blows open the petals of ten thousand pear trees". In recent years, with the continuous improvement of people's living standards, flat-panel TV, as a new product ahead of traditional CRT TV, has been unanimously favored by the market and consumers. In this survey, a number of mainstream enterprises such as Hisense, Skyworth, TCL, Changhong, Konka and Xoceco have emerged in the domestic flat-panel TV market. It is precisely because of their continuous efforts and active promotion that the domestic flat-panel TV market has achieved rapid development in just a few years.

The first part: Analysis of investigation scope.

As the first special in-depth investigation on flat-panel TV consumption behavior in China, this investigation has given full play to the advantages of various information collection channels. Through newspaper questionnaires, online questionnaires and other forms, this paper comprehensively and objectively reflects the current development level of flat-panel TVs in China, consumers' awareness of flat-panel TVs, their use feelings and related opinions, which will provide favorable basis and judgment for the future development decisions of flat-panel TV industries and enterprises in China.

1, number of questionnaires

A total of 16875 questionnaires were collected in this survey, of which 15563 were valid.

2. The scope of the questionnaire

Readers and netizens who filled in the questionnaire mainly came from major first-tier cities in China, including Beijing, Dalian, Shenyang, Harbin, Jinan, Zhengzhou, Shijiazhuang, Taiyuan, Shanghai, Suzhou, Wuxi, Nanjing, Hefei, Wuhu, Wuhan, Changsha, xi 'an, Chengdu, Chongqing, Shenzhen, Guangzhou, Dongguan, Fuzhou, Xiamen, Nanchang, Hangzhou and Ningbo.

According to statistics, the consumption of flat-panel TVs in these cities accounts for 87.4% of the whole country, which basically reflects the development level of flat-panel TVs in China.

Part II: Analysis of investigation team.

We analyzed all the interviewees, among them, 29% of them have bought and used flat-panel TVs, 7 1% of them have never bought flat-panel TVs, but 47% of them are concerned about and intend to buy flat-panel TVs, which represents the consumption situation of flat-panel TVs in China at this stage.

1, occupational scope and knowledge level

We analyzed the career announcements of all the people surveyed: government agencies accounted for 23%, IT industry accounted for 28%, manufacturing industry accounted for 1 1%, wholesale and retail industry accounted for 9%, advertising industry accounted for 7%, financial industry accounted for 17%, and management personnel accounted for 5%.

Of these people, 4% have junior high school education, 3.5% have high school education, 43% have university education, 45% have postgraduate education and 4.5% have doctoral degree. This reflects from one aspect that the consumers of flat-panel TV in China are mainly concentrated in the class with certain knowledge level and cultural literacy. This also shows that these classes are generally more receptive to new technologies.

2. Income level

All the respondents have a fixed occupation and salary income, among which 9.5% have a monthly income of less than 2,000 yuan, 35.6% have a monthly income of 2,000-3,000 yuan, 25.8% have a monthly income of 3,000-4,000 yuan, and 4,000-5,000 yuan 17.4%.

This actually reflects that the mainstream consumption of flat-panel TVs in China at this stage is concentrated in high-income people, who have a certain economic foundation and pursue high-quality life enjoyment. This will also be the main consumer group of flat-panel TVs in China in the next few years.

Part III: Analysis of current consumption behavior.

The market share of flat-panel TVs is growing rapidly.

According to the data from this survey, the market share of flat-panel TVs has rapidly increased to nearly 20% in major domestic first-class cities. Especially in Beijing, Shanghai, Guangzhou, Nanjing and other cities, the sales ratio of flat-panel TVs has been tied with ordinary CRT TVs, which fully reflects the rapid growth momentum of flat-panel TVs.

85% of the respondents said that flat-panel TV will be the first choice to buy TV in the future.

Hisense flat-panel TV stands out.

Of all the respondents, 85% said they knew about Hisense flat-panel TV, and 72% said they knew about TCL flat-panel TV. In addition, 39%-55% of the respondents said they knew about the flat-panel TVs of Changhong, Konka, Skyworth and Xoceco.

It is not difficult to see that the influence of domestic brands in the field of traditional color TV has quietly changed under the new technology of flat-panel TV. In particular, enterprises represented by Hisense have greatly enhanced their influence in market competition through the creation of independent intellectual property rights, and laid a good foundation for them to seize market share.

Product technology dominates consumer purchasing power.

In the analysis of 29% respondents who have bought and used flat-screen TV, we found that price is not the main factor to buy flat-screen TV, but only accounts for 45% of the influencing factors. At the same time, products with excellent technology and great brand influence dominate consumers' buying behavior with 63% and 46% influencing factors respectively.

The emergence of this situation actually reflects the rationality of the flat-panel TV consumption market in China. After the fierce price war of ordinary TV, consumers pay more attention to technology and brand when choosing flat-panel TV.

Ultra-thin and clear leads the development trend of TV

Feedback from all the respondents who have bought flat-panel TVs shows that 80% of the respondents bought flat-panel TVs mainly because the products are ultra-thin and clear, and only 35% of the respondents think that the products are high-end and a symbol of status. 20% of respondents believe that technology is leading.

This reflects that the flat-panel TV consumer market in China is not deeply aware of flat-panel TV technology, and the external intuitive feeling of products is more influential.

Breakthrough of differentiation of featured products

In this survey, many respondents put forward their own suggestions and opinions on the uniformity of flat-panel TV products, and also showed great concern and interest in the characteristic products of Hisense, TCL and other brands.

Among them, 87% of the respondents said they knew about Hisense 1080P TV, and more than 50% said they knew about TCL Baodian, Konka Platinum Crystal, Changhong Skyline, Skyworth Six Primary Colors and other flat-panel TVs. This reflects the diversification and stratification of consumer demand from one side, and also provides a shortcut for color TV enterprises to achieve differentiated breakthroughs in the tide of flat panel development.

Part IV: Perspective of future consumption behavior.

The consumption of flat-panel TVs is growing rapidly.

Of all the 7 1% respondents who did not buy flat-screen TVs, 47% said they would buy flat-screen TVs in the next 1 year, and the rest said they would buy flat-screen TVs in the next 2-3 years. Among them, 56% of the respondents plan to buy one, 13% of the respondents plan to buy two, and even 4.8% of the respondents plan to buy more than three.

This fully reflects the huge market growth space of flat-panel TVs in China.

When consumption entered the brand era, Hisense took the lead.

Among the respondents who plan to buy flat-screen TVs in the coming year, 89% said they would choose Hisense, 76% said they would choose TCL, and 32%-64% said they would choose Skyworth, Xoceco, Changhong and Konka respectively.

This shows that flat-panel TV consumption in China has entered the brand era ahead of schedule. Domestic flat-panel TV giants represented by Hisense and TCL have formed a strong influence in the consumer market through years of technical accumulation and precipitation.

Products tend to be large screens.

According to the feedback from the respondents who plan to buy flat-panel TVs in the next three years, 32% of the respondents said they would choose a 29-inch TV, 46% said they would choose a 32-inch TV, and 17% said they would choose a TV of 40 inches or more. With the continuous improvement of housing conditions of urban residents in China, large living rooms and large bedrooms are becoming more and more popular, and the supporting flat-panel TVs are also showing large screens.

LCD TV continues to lead.

Of all the people interviewed, 65% said they would choose LCD flat-panel TV, 23% said they would choose plasma PDP flat-panel TV, and 12% said they were not sure.

The emergence of this consumption tendency is closely related to the rapid development of LCD TV in the field of flat-panel TV in China in recent years, especially with the active promotion of mainstream manufacturers, LCD flat-panel TV has a preconceived idea and gained the development opportunity. At the same time, it is also related to the product diversity of the two technical standards.

The fifth part: New highlights of consumption.

Television and newspapers are the best ways to promote flat-panel TV. Of all the people surveyed, 59% said they decided to buy brands through TV advertisements, 32% said they decided to buy brands through newspaper advertisements, and others decided to buy brands through online advertisements and magazine advertisements.

Television and newspapers are still the main publicity channels for color TV enterprises at this stage.

Featured flat-panel TVs are highly competitive.

Nearly 90% of the respondents said that they would not buy a flat-panel TV with a single function, but would choose a flat-panel TV with more additional functions.

52% of the respondents said they wanted to buy Hisense 1080P TV, and 56%-77% said they wanted to buy special flat-panel TVs such as TCL Thin Edition, Konka Platinum Crystal and Changhong Skyline.

Home appliance chain stores have become the first choice for buying flat-panel TVs.

Among all the respondents who want to buy flat-panel TVs in the next three years, 84% consumers said they would choose home appliance chain stores as their first choice. Among them, Gome and Suning are 35% and 26% respectively.

In recent years, home appliance chain has attracted many consumers by virtue of its perfect network layout, low price, complete product range and many other advantages, and the sales of flat-panel TVs have been rising since they entered its channels.

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