The overall performance of the household appliances industry in 2018 is flat, but under the stimulation of the new round of national subsidies for household appliances, the performance of the domestic color TV market is expected to pick up in 2019, and exports will continue to be strong.
According to AVC data, the retail sales volume of Chinese color TV market in 2018 was 47.74 million units, a slight increase of 0.5% compared with the previous year; the retail sales volume was 149 billion yuan, a decrease of 8.6% compared with the previous year, and the average retail price was 3121 yuan, a decrease of 9% compared with the previous year.
According to AVC's Mainland TV Manufacturers Export Data Report, in 2018, the total number of TV manufacturers in China exported 125 million sets (including whole sets, parts and panels), up 23.3% year-on-year, and the total export volume reached the highest level in all years.
In addition to the lower demand in Western Europe, the export scale of domestic brand TV (including whole sets, parts and panels) has increased considerably in other regions, especially in North America and Eastern Europe, reaching more than 30%.
Most reviews attribute this change to product prices, and the continued decline in TV panel prices over the same period is considered to have brought price advantages to many manufacturers. From the above analysis, it is expected that the performance of domestic color TV market will rebound in 2019, and export will continue to be strong.