<h1>互联网品牌助力 中国彩电跃居全球第一</h1>
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<span>2016-12-9 8:46:25</span>来源：<span>中商网撰写</span>作者：<span>杨进先</span>
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<ul>
<li><b class="v2_content_ico04">导读：</b></li>
<li>12月7日，市研机构群智咨询(Sigmaintell)最新发布的预测数据显示，2016年，中国彩电品牌(乐视+传统六大)的全球出货量将达到8360万台</li>
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<ul>
<li><b class="v2_content_ico05">关键字：</b></li>
<li>互联网 彩电</li>
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<div class="over_x"><p class="MsoNormal" style="margin: 0cm 0cm 0pt"><st1:chsdate w:st="on" isrocdate="False" islunardate="False" day="7" month="12" year="2016"><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">12</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">7</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">日</span></st1:chsdate><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，市研机构群智咨询</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">(Sigmaintell)</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">最新发布的预测数据显示，</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年，中国<b>彩电</b>品牌</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">(</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">乐视</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">+</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">传统六大</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">)</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的全球出货量将达到</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">8360</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万台，同比增长</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">15%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，市占率达到</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">33.9%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，首次赶超韩国品牌，跃居全球销量第一，而韩国电视品牌则损失了一定的市场份额，市占率跌至</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">31.3%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">分析指出，中国品牌的崛起得益于在本土市场的良好表现：</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年，乐视</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">+</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">传统六大彩电品牌在本土市场的出货量达到</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">5120</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万台，同比增长</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">12.5%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">“这是一个里程碑式的事件。”群智咨询副总经理李亚琴分析称，中国彩电业全球出货量第一得益于全球市场本身增长了</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">3%-4%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，特别是新兴国家如印度、印度尼西亚等人口大国正处于显像管电视向液晶电视更换的周期</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">另外，日本品牌衰落后也留下一定的市场份额。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">7</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月，市研机构</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">IHSTechnology</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">公布了“全球十大液晶电视品牌”，也呈现了同样的趋势：中国品牌迅速崛起，</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">10</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">强中夺得</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">6</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">个席位，而日本品牌则迅速衰落，已悉数跌出全球前五。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">业内分析人士称，</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年中国彩电业登顶王座，其深层次的原因主要有两点。首先是，<b>互联网</b>品牌迅速崛起，正在颠覆中国市场乃至全球市场的竞争格局。在国内彩电市场总规模基本稳定的背景下，乐视、酷开、微鲸、风行等互联网品牌的规模占比已经达到</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">成左右，这一批企业凭借文化性力量、营销性革命，发展迅猛，已经将日韩品牌挤出国内市场前十名的位次。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">其中，乐视已经是实实在在成为一线品牌：</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2015</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">300</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万台销量已经与部分传统六大企业基本持平</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">而</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">500</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万台</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">-600</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万台的目标销量规模，冲击国内前三。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">同时，互联网品牌也正在通过并购、投资等多种方式颠覆国内产业格局、影响全球产业结构。目前，除了创维的酷开、康佳的</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">KKTV</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">是自己操盘外，乐视入股了</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">TCL</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、微鲸投资了康佳、海尔投资了风行，统帅品牌和暴风也相继合作。</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">其次中国品牌正在通过全球并购加快国际化进程。继</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2014</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">TCL</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">收购三洋墨西哥彩电业务以及创维接盘厦华彩电南非公司后，</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2015</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">5</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月份，创维公司并购了德国的</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">Metz</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">电视品牌</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;2015</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">12</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月，创维数码宣布斥资</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">2500</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万美元收购东芝旗下在印尼的</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">PT.ToshibaConsumerProductsIndonesia</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的电视及洗衣机业务</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">5</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月，</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">TCL</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">与埃及最大的家电企业</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">ELARABY</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">签署备忘录，双方宣布将在埃及建立液晶彩电工厂</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">4</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月，鸿海收购夏普正式签约</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">6</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">美的收购东芝家电业务控股权交易正式完成，美的获得了东芝家电业务</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">80.1%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的股份</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">;2016</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">7</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">月，乐视以</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">20</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">亿美金收购美国第二大彩电厂商、本土第一大彩电厂商</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">Vizio</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，一举跨进全球前</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">5</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">大门槛，迅速完成从“中国互联网企业”到“全球彩电巨头”的华丽转身……</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">虽然中国彩电业已经成为全球霸主，但值得注意的是，本土市场的竞争仍然异常激烈，而海外诸多新兴国家和地区则仍处于液晶电视普及期，中国企业仍需要不断加大自身核心竞争力，特别是产业链优势和技术优势的提升。同时，李亚琴也表示：“面板占到电视成本的</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><font face="Times New Roman">60%-70%</font></span><span style="font-family: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，但面板行情波动很大，长期来讲，怎么确保面板这种战略资源的稳定性也是一个挑战。未来各个品牌之间的博弈，除了各个区域市场的博弈，资源的竞争也很重要。”</span><span lang="EN-US" style="mso-bidi-font-size: 10.5pt"><o:p></o:p></span></p>
<p>(关键字：互联网 彩电)</p></div>
<div class="v2_comtent_info04">（责任编辑：01112）</div>