Summary of the May Day color TV market in 2024: The response to holiday promotions is flat, and May

With the end of the May Day holiday, a series of promotional activities around the May Day Golden Week organized by major appliance stores and e-commerce platforms have also come to an end. As one of the traditional promotion nodes in the color TV market, May Day has been affected by promotion diversion in recent years, and the node promotion effect has been significantly weakened. During the May Day holiday in 2024, the size of the color TV market shrank. Total data released by Aowei Cloud Network (AVC) showed that the sales volume of the color TV market during the May Day promotion period (24W17 - 24W18, 04.22-05.05) was 970,000 units, a year-on-year decrease of 9.0%; The sales volume was 4.4 billion yuan, a year-on-year decrease of 0.8%, showing a double decline in volume. The market performance mainly shows the following characteristics:

01

Platform e-commerce grows against the trend

With the rapid development of the Internet of Things and changes in consumption patterns, consumers continue to move online, and May Day is no longer a traditional offline promotion node. During May Day this year, e-commerce platforms launched various promotional activities to attract consumers. Against the background of poor performance in the color TV market, platform e-commerce has become the only platform to grow against the trend. During the May Day promotion period in 2024, platform e-commerce sales increased by 16.2% year-on-year, and sales increased by 15.9% year-on-year. Daowi Data Compass

02

Prices remain firm

Affected by rising upstream panel prices, product prices in the retail market performed firmly during the promotion period. During the May Day promotion period in 2024, the average prices of online and offline will increase by 12.0% and 10.1% respectively year-on-year; the average prices in the first two weeks of the month increased by 4.9% and 5.0%. In terms of key size, large size products are facing greater pressure from rising costs, and the retail price increase is also more obvious. The retail price of small and medium-sized size products such as 43-inch, 50-inch and 55-inch products has dropped, but the magnitude is small.

03

Upgraded product structure

The industry's large-screen trend remains unchanged, with 85-inch products leading the growth. The sales share of online and offline 85-inch products during the May Day promotion period in 2024 will be 8.5% and 13.6% respectively, an increase of 3.2 and 4.8 percentage points compared with the same period last year; New display technologies coexist in diversity, but development is differentiated. During the May Day promotion period in 2024, the sales share of Mini LED and quantum dot TV both increased, the sales share of laser TV remains stable, and the sales share of oled and 8K TV all declined; The demand for scenarios has increased, and the function has been upgraded and the experience has been optimized. During the promotion period, the sales share of color TV products 120Hz and above in the online and offline markets has increased. The sales share of online and offline 120Hz products has increased by 36.0% and 41.3% respectively., an increase of 16.4 and 11.2 percentage points compared with the same period last year; the sales share of 144Hz products was 15.9% and 11.0%, respectively, an increase of 11.3 and 7.0 percentage points compared with the same period last year. Daowi Data Compass