China Flat Panel TV (FPTV) Market Survey Report, 2010
  • Oct/2010
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The global TV shipment climbed 2% to 211 million in 2009. The FPTV market in developing countries experienced robust growth, occupying 75% of the world’s total FPTV shipment throughout the year, and the FPTV shipment in Chinese domestic market witnessed a YoY increase of more than 100%.

In 2009, the sales volume of FPTV in Chinese domestic market accounted for 73.1% while the sales value occupied over 95%. FPTV has become the absolute mainstream of color TV industry. Promisingly, the total sales volume of FPTV will reach 38 million in China in 2010, holding 90.5% of the total TV sales volume.

The consumers’ views and attitudes towards FPTV greatly influence the development orientation of FPTV. Therefore, ResearchInChina and jointly conducted a online questionnaire concerning FPTV in August 2010. Among the 600 samples, the respondents included both males and females aged from 20 to 50, with the gender proportion of 48.0% and 52.0% respectively. The questionnaire was carried out in 23 first-tier, second-tier and third-tier cities including Shanghai, Beijing, Guangzhou, Shenzhen and Chengdu, targeting groups all walks of life like civil servants, teachers, soldiers, business executives as well as staff members, self-employed entrepreneurs, blue-collar workers and students, with the monthly income ranging from RMB2,000 to RMB20,000.

The findings of consumers’ channels of understanding FPTV indicate that TV advertisement and Internet are the dominant ways accounting for 74.2% and 72.7% respectively, 59.3% consumers may resort to shopping malls, while only 37% consumers have some knowledge of FPTV through newspapers and magazines.  

Consumers’ Approaches of Understanding FPTV
 Source: ResearchInChina;

The findings of FPTV purchase channels present that 74.7% consumers rely on home appliance chain stores such as Suning and Gome, 11.5% would like to choose brand franchised stores, while fewer consumers like department store (6.2%), home appliance dealer (3.5%), supermarket (2.5%), and on-line shopping (1.5%).

 FPTV Purchasing Channels
 Source: ResearchInChina;

As for the advertising concepts stressed by the manufacturers, the consumers are deeply impressed with high definition (84.2%), ultra thinness (69.5%), and environmental friendliness (67.7%), followed by integrated digital television (55.2%), 3D (44.3%), Internet (43.5%), and celebrity endorsement (21.5%).

Consumers’ Impression with FPTV Advertising Concepts  
 Source: ResearchInChina;

The report not only analytically elaborates the findings of FPTV consumer survey but probes deeply into brand FPTV manufacturers and panel manufacturers. 
1 Overview of FPTV
1.1 Definition 
1.2 Category 
1.3 Development Trend 
1.3.1 LCD TV Industry Chain 
1.3.2 3D TV
1.3.3 Internet TV 
1.3.4 OLED TV

2 FPTV Market 
2.1 Global FPTV Market
2.1.1 Market Size 
2.1.2 Penetration Rate 
2.1.3 Market Share of Manufacturers 
2.1.4 Development Trend 
2.1.5 Key Panel Manufacturers 
2.2 China FPTV Market
2.2.1 Overview 
2.2.2 Market Size 
2.2.3 Development Trend 

3 Survey on Chinese FPTV Consumers 
3.1 Background 
3.1.1 Age Structure 
3.1.2 Education Structure
3.1.3 Income Structure 
3.1.4 Occupational Structure
3.1.5 City Structure
3.2 Approaches of Understanding FPTV
3.2.1 Gender 
3.2.2 Educational Background
3.3 Possession of FPTVs
3.3.1 Age 
3.3.2 Income 
3.4 Channels of Purchase
3.4.1 Age 
3.4.2 Educational Background
3.5 Trust Degree of Online Shopkeepers
3.6 Concerns 
3.6.1 Price 
3.6.2 Size 
3.6.3 Brand 
3.6.4 Function 
3.6.5 Technical Parameters 
3.7 Advertising Concepts
3.7.1 Age 
3.7.2 Income 
3.8 Sales Promotion 
3.8.1 Age 
3.8.2 Educational Background
3.9 Policy 
3.9.1 Home Appliance Trade-in Program 
3.9.2 Energy Saving Subsidy 
3.10 After-sale Service 
3.10.1 Maintenance 
3.10.2 Breakdown 
3.10.3 Satisfaction Degree

4 Key FPTV Manufacturers 
4.1 Hisense
4.2 Changhong
4.3 TCL
4.4 Skyworth
4.6 Sony
4.7 Samsung
4.8 LG
4.9 Sharp
4.10 Phillips
4.11 Toshiba
4.12 Panasonic

Performance Comparison: LED TV vs. LCD TV
LCD TV Industry Chain  
Global FPTV Shipment and Penetration Rate, 2008-2013E 
Global TV Market Shipment and Annual Growth Rate of FPTV, 2004-2013E
Global LCD TV Sales Proportion, 2004-2012E
Market Shares of Global Major Flat Panel Manufacturers, 2009 
Capacity and Growth Rate of LCD Module and LED Module, 2005-2010
Market Share of CCFL and LED Back-lit LCD TV by Shipment Value, 2010-2013E 
Domestic Sales Volume and FPTV Shares of Chinese TV Market, 2006-2010E 
Major Production Lines of Large-sized TFT-LCD Panel in China, 2004-2011E
FPTV Sales Volume and Growth in China, 2006-2010E 
FPTV Output and Growth in China, Jan. 2009-Jul. 2010 
China FPTV Export and Growth, Jan. 2009-Jul. 2010 
China LED TV Output, Export and Domestic Sales Volume, H1 2010
Age Structure of Consumers Surveyed 
Educational Background of Consumers Surveyed 
Income Structure of Consumers Surveyed 
Occupational Structure of Consumers Surveyed 
City Structure of Consumers Surveyed 
Consumers’ Approaches of Understanding FPTV 
Male Consumers’ Approaches of Understanding FPTV 
Female Consumers’ Approaches of Understanding FPTV 
Consumers’ Approaches of Understanding FPTV with the Educational Background of Junior High School and below  
Consumers’ Approaches of Understanding FPTV with the Educational Background of Postgraduate 
Structure of FPTV Possession
Structure of FPTV Possession of the Consumers Aged 40-44 
Structure of FPTV Possession of the Consumers without Income  
Structure of FPTV Possession of the Consumers with Monthly Income of RMB2001-3000 
Structure of FPTV Possession of the Consumers with Monthly Income above RMB20001 
FPTV Purchasing Channels 
FPTV Purchasing Channels of Consumers Aged below20 
FPTV Purchasing Channels of Consumers Aged 30-34 
FPTV Purchasing Channels of Consumers Aged 40-44 
FPTV Purchasing Channels of Consumers with the Educational Background of Senior High School 
FPTV Purchasing Channels of Consumers with the Educational Background of Regular College 
Trust Degree of Online Shopkeepers 
Ranking of Concerns while Selecting FPTV 
Price Selection of Purchasing FPTV  
Price Selection of Purchasing FPTV of Consumers Aged 20-24 
Price Selection of Purchasing FPTV of Consumers Aged 30-34 
Price Selection of Purchasing FPTV of Consumers Aged 40-44 
Size Selection of Purchasing FPTV 
Size Selection of Purchasing FPTV of Consumers Aged 20-24 
Size Selection of Purchasing FPTV of Consumers Aged 30-34 
Size Selection of Purchasing FPTV of Consumers Aged 40-44 
Brand Selection of Purchasing FPTV 
Brand Selection of Purchasing FPTV of Male Consumers  
Brand Selection of Purchasing FPTV of Female Consumers 
Domestic Brand Selection of Purchasing FPTV 
Foreign Brand Selection of Purchasing FPTV 
Attention Degree of Functions while Purchasing FPTV 
Attention Degree of Technical Parameters while Purchasing FPTV 
Consumers’ Impression with FPTV Advertising Concepts 
Impression of Consumers Aged 20-24 with FPTV Advertising Concepts 
Impression of Consumers Aged 30-34 with FPTV Advertising Concepts 
Impression of Consumers Aged 40-44 with FPTV Advertising Concepts 
Impression with FPTV Advertising Concepts of Consumers with the Monthly Income of RMB2001-3000 
Impression with FPTV Advertising Concepts of Consumers with the Monthly Income of RMB8001-10000 
Acceptance Degree of Sales Promotion 
Acceptance Degree of Sales Promotion of Consumers Aged 20-24 
Acceptance Degree of Sales Promotion of Consumers Aged 30-34 
Acceptance Degree of Sales Promotion of Consumers with the Educational Background of Senior High School 
Acceptance Degree of Sales Promotion of Consumers with the Educational Background of Regular College
Application of Home Appliance Trade-in Program 
Consumers’ Attitudes towards Energy Saving Subsidy 
FPTV Maintenance  
Reasons for FPTV Maintenance 
Satisfaction Degree of After-sale Services  
Main Business Revenue and Gross Margin of Hisense (by Product), 2008-H1 2010
Operating Income, Net Income and Growth of Changhong, 2006-H1 2010
Operating Income and Net Profit Margin of TCL Multimedia, 2006-H1 2010
TV Sales Volume of TCL Multimedia, 2007-2009 
Supply Proportion of TCL LCD TV Panel Suppliers, 2009 
Net Income and Growth Rate of Skyworth, FY2004-FY2010  
Supply Proportion of Skyworth LCD TV Panel Suppliers, 2009 
Operating Income, Net Income and Growth Rate of KONKA, 2006-H1 2010
TV Shipment of Sony, 2006-2009 
Supply Proportion of Sony LCD TV Panel Suppliers, 2009 
Supply Proportion of Samsung LCD TV Panel Suppliers, 2009 
Revenue and Operating Margin of LG TV Division, 2007Q2-2009Q4 
LG TV Shipment (by Region), 2008Q1-2009Q4 
Supply Proportion of LG LCD TV Panel Suppliers, 2009 
Master Chip Types and Suppliers of LG Chassis  
Sales Structure of Phillips, 1999 vs. 2009 
Supply Proportion of Phillips LCD TV Panel Suppliers, 2009 
Supply Proportion of Toshiba LCD TV Panel Suppliers, 2009 
Revenue and Gross Margin of AUO, 2005-2011E 
Downstream Distribution of AUO Products, 2008Q4-2009Q4 
Average Sales Price of AUO Products, 2008Q4-2009Q4  
Average Sales Price per Square Meter of AUO Products, 2008Q4-2009Q4 
Small & Medium-sized Product Shipment of AUO, 2008Q4-2009Q4 
Capacity of AUO Production Lines, Mar. 2010 
Revenue and Operating Margin of LG Display, 2004-2009 
Quarterly EBITDA of LG Display, 2008Q1-2009Q4
Output of Various Generations of LG Display, 2005-2009 
Downstream Application Proportion of LG Display, 2009Q1-2009Q4 
Revenue Structure of Samsung Divisions, 2008Q1-2009Q4 
Operating Margin of Samsung Divisions, 2008Q1-2009Q4  
Production Line Capacity of Samsung LCD TV Panel, 2008Q2-2010Q4 
Shipment and Average Price of CHIMEI Large-sized TFT-LCD, 2007Q4-2009Q3 
Sales, EBITDA, and Gross Margin of CHIMEI TFT-LCD, 2007Q4-2009Q3
Percentages of CHIMEI Products by Application, 2007Q4-2009Q3 
Size Distribution of CHIMEI Products, 2007Q4-2009Q3 
Capacity of CHIMEI Production Lines, 2009Q3&Q4 

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