In 2008, China Digital TV industry especially the digital cable TV industry maintained a momentum of rapid development, digital TV set-top box Market and the digital television conversion synchronous development, the market scale is growing. The first three quarters of 2008 China STB market sales volume comes blowout, Sai Di adviser of research data, the first three quarters of China's total market sales STB million, an increase of 83.4%. 1666.7
The set-top box sales soared, mainly by the following factors promote : cable digital television after several years of development, has accumulated much successful experience, the SARFT in promotion has a number of regional and city can be used as the reference model, so around the integral translation of digital TV process more quickly; the set-top box manufacturing industry in China have a large scale, China is engaged in a set-top box production enterprises reached more than 200, Jiuzhou, Changhong and with state enterprises such as the production have reached hundreds of millions. So many enterprises, making China the set-top box market competition is very intense, the price drops quickly, operators of cable digital television set-top box buy pressure is relatively less ; more digital TV industry enterprises involved in the digital TV conversion work, undertook a lot of joint operation of business model innovation and accelerated simulation to digital process, stimulated by the set-top box sales increased.
In 2008, the regional cable digital TV operators increased before the Olympic translation efforts to ensure that more users can through digital television way to watch programs, particularly in 3 CCBN exhibition successfully held in Beijing, to the set-top box business brought a large number of orders. The first three quarters of 2008, China completed a total of set-top box sales income 5870000000 yuan, an increase of 53.1%, HD, bidirectional and other high-end set-top box sales increased, slowing the set-top box price reduced amplitude, making the Chinese market sales and sales at the same time the set-top box to high-speed growth.
2004-2008 China Digital TV set-top box sales market and forecast
In 2008, the set-top box manufacturers increasingly fierce competition, and the competition pattern already from the pure product, technology, service competition to cooperation model innovation competition. Digital set-top box manufacturers across the manufacturing category, to a deeper level of business cooperation fields, set-top box manufacturers and operators of the cooperation mode already from pure business relationship to jointly bear the risk share profit cooperation mode.
In brand marketing, Jiuzhou in 2008 the overall development, domestic and international market double harvest ; Changhong continue to have stable performance, with a 12.5% share in the brand ranked second ; Tampa and Chau sales continued to increase, are located in the market in third and fourth, the sales market share of 11.3% and 9.7%. It is worth mentioning that, with sales soaring, except for TOP10, other brands also have better performance, market share has been greatly improved. Compared with 2007, the top ten enterprises in the market concentration appeared to glide, investigate its reason, mainly because market growth is very rapid, mainstream enterprise production scale and influence is difficult to meet all the new market demand, many local small enterprises to seize the market.
In 2008 the first three quarters of China Digital TV set-top box market brand sales structure
In the type of product structure, 2008, Beijing, Shanghai, Shenzhen, Tianjin terrestrial digital TV has been opened, Qinghuangdao, Qing Dao, Shenyang and Guangzhou also completed the test of digital terrestrial TV broadcasting. But for the ordinary residents of the sales floor set-top box also did not appear in the market, in order to Toshiba led a number of brand launched a ground digital television integrated machine has been in Beijing, Qing Dao Olympic City sales, one machine to the set-top box function integrated in the TV, the future one machine sales also inevitably affects the set-top box sales ; in satellite digital TV, June 9th, ChinaSat 9 star launchs a success, but the satellite broadcast policy and ground carrier has not been identified, the satellite set-top box sales were no big improvement ; the first half of the year, China Telecom to increase IPTV development strength, a set-top box to purchase large sheet, size of up to 574000 (note satellite users do not contain illegal users).
2004-2008 year the first three quarters of China's digital TV set-top box sales type of product structure change
Regional sales structure, the set-top box 's regional sales mainly in North China, East China and Southern China, with the regional economic development, the population base and the administration of radio programming has the certain relevance. The first three quarters of 2008, Guangdong, Jiangsu, Guangxi, Zhejiang and other provinces in wired digital television user jumps, Southern China and East China become a set-top box sales up to the region.
In 2008 the first three quarters of China Digital TV set-top box sales volume structure
Sai Di adviser expects throughout 2008, digital cable television continues to evolve to the set-top box sales brought vast space.
rom the ground digital TV, in 2008, wide report total bureau plans to complete the municipality directly under the central government, provincial capital city, municipalities and 37 city ( 156 launch sites) of digital terrestrial TV Broadcasting Coverage Network Construction, carry out standard analog-digital simulcast and high-definition digital television service, which will bring tens of millions of digital television terrestrial potential users. However, potential users to truly become the set-top box buys user still face a variety of problems. First, the content, the open ground digital TV city, transmission of television programs including 1 sets of 6 sets of HD and SD program, the digital terrestrial television in the content is very difficult to have competition ability; secondly, in the terminal price, Toshiba and other enterprises of the machine is expensive, it is difficult to enter home of common common people, and set prices by the impact of chip, the short term it is difficult to drop; finally, television and other alternative products will split a part of terrestrial digital television users, at present, many enterprises launched a number of television, the lowest price in 200 yuan, the set-top box sales is a big influence.
From the satellite digital TV development, short of its policy and ground segment operators will be difficult to have the conclusion, so the user will also continue to focus on " village village is connected" wait for policy sex project, and the project is a single point of a small number of Sai Di adviser predicted satellite set-top box sales in the short term also won't have big growth.
From the point of the development of IPTV, the telecommunications industry restructuring, may in the short term effects of IPTV advance, but from the first half of the year, China Telecom and China Netcom to IPTV input in development greatly. Believe that the existing policy and action will continue, IPTV development will enter a period of accelerated.
To sum up, Sai Di adviser is expected in the 2008 year, China STB sales exceeded 20000000 to close greatly, achieve 22199000, high-speed growth momentum will continue.
