China’s population has spent the whole year buying LCD or Plasma TVs in readiness for the Olympic Games.
Data from market research company GfK shows that in seven key cities (Beijing, Shenyang, Xian, Shanghai, Wuhan, Chengdu and Guangzhou) which account for 20% of the total Chinese market for flat-panel TVs, sales are simply booming.

And digital TV uptake is also growing strongly, with growth of around 21% in the digital cable sector in the three months to the end of June. Analysys International figures show that China had 36.27 million digital cable TV users at the and of the quarter, growth of 6.23 million.

As elsewhere in the world shoppers like a nice long weekend in which to browse the electrical stories, so the peak sales (in volume and monetary value) for TV sales occurred around holiday weekends, specifically its National holiday, New Year’s Day, the Spring and Oingming Festivals, Labor’s Day and the Dragon Boat Festival. The best of these holiday weekend would see more than 200,000 LCD units sold in the seven key cities, and another 18,000 (generally larger) Plasma units shifted. Even on “ordinary” non-holiday periods, the stores in the seven key cities were still shifting typically 20,000-30,000 LCDs and 6,000-8,000 Plasmas.

GfK says: “Consumers’ purchase intentions grew significantly during each long holiday, when Full HD LCD’s share also experienced sharp increase. In the recent month, the market share of Full HD LCD continued to rise and reached 40% this week, which was close to its share on Labor’s Day. This shows Chinese consumers’ great buying power and purchase intention with the Beijing 2008 Olympic Games drew near.”

The rise in importance of “Full HD” units (LCD and Plasma) has been steady, but year on year the difference is dramatic. On New Year’s Day weekend some 22.9% of consumers selected “Full HD” models. Now it is more than 40%, and still growing.

Prices of both LCD and Plasma units have steadily fallen as the year has gone on, although there has been a slight rise in the cost of 50” Plasmas over the past month or so.

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