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平均尺寸全球最大 海信全球高端化趋势明显

2017-08-09 15:39:34   中国经济网

随着全球电视市场总体表现低迷,2017年来,全球电视品牌分化、产品结构优化速度大幅跃升,中国家电巨头也开始加快了出海的步伐:从海关出口数据了解到,今年1-5月,中国彩电出口量2662万台,同比下降6.1%;出口额达到45亿美元,同比增长9.6%。

继2016年出货量排名全球第三之后,海信近两年来,借势澳网、F1红牛赛事、欧洲杯、世界杯等一系列体育营销,爬上了国产品牌出海的风口浪尖:不仅销售额逆势狂飙,更在主流市场接连问鼎,不断“抢占”外资品牌份额,在产业遇冷的市场环境中爆发出了不一样的生命力。据海关数据显示,今年1-5月份,海信电视产品出口额较去年同期增长了28.2%,高于行业平均水平的10.4%,同时,GFK数据显示,6月,海信在南非市场量占率23.7%,澳洲市场量占率19.9%,均列第一;2017年1-6月,海信电视在南非量占率达22%,澳洲市场量占率19.5%,均强势保持上半年当地市场第一品牌位置。据悉,在海信的成绩骄人,很大程度源于大尺寸、高端产品比重的增加。IHS数据显示,一季度,海信在全球4K、曲面、智能电视等高端市场保持在前三位,出货平均尺寸达到46.9英寸,跃居全球第一,产品均价达到431美元,仅次于索尼和三星。“得高端者得天下,在彩电产业更是如此。”业内人士表示,海信“大头在海外”的战略,正是源于它的自有技术储备,随着海信在高端技术上的储备优势进一步增大,在未来的全球博弈中将占据更多先手。

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