The color TV price war was launched from the end of August and has been intensifying. For every 1 yuan reduction in sales price, the profit of the manufacturer is 1 yuan less. However, in the face of the price war initiated by foreign manufacturers, domestic color TV manufacturers have to deal with it. This year's backbone media company's mid-year report shows that the performance is far from the expected at the beginning of the year, the profit rate continues to fall, and some companies even suffered losses. However, for future market competition, mainland color TV manufacturers will build a joint risk alliance through self-built LED (light-emitting diode) modules and chip factories to tide over difficult times.
Less promotion
In the recent promotion of Gome, Suning, and Dazhong in the entire city newspaper, the promotion of domestic color TV companies is not as good as before. "This is caused by the poor performance of the color TV industry reported in the previous few days." Peng Yi, Marketing Director of Zhongyikang Times Market Research Company, told the China Electronics News reporter. Domestic color TV manufacturers have generally experienced a profit crisis due to previous high expectations for the market.
Taking TCL as an example, the multimedia industry sales revenue was 10.742 billion yuan, accounting for 47.37%, an increase of 6.98%. However, its net profit was 293 million yuan, which failed to meet the expected target. Sichuan Changhong achieved operating income of 18.612 billion yuan in the first half of the year, a year-on-year increase of 40.18%, while net profit was only 40.63 million yuan, accounting for only 2.18% of the proportion of exposure to weak profitability.
"TCL did not do well this year." Li Dongsheng bluntly said that TCL judged the mistakes in the strategic choices of Internet TV and LED-backlit TV. Li Dongsheng admitted that TCL only planned a LED-backlit LCD production line facing the high-end market at the end of last year. After that, the price of LED backlight module dropped more than TCL expected.
The news that domestic color TV companies are passive is not only this. Since the supply and demand of the liquid crystal panel enters the periodic adjustment stage, not only the price of the conventional CCFL (Cold Cathode Fluorescent Lamp) is rapidly decreased, but also the price of the currently popular LED liquid crystal panel is rapidly decreasing.
Statistics from DisplaySearch, a research company, showed that nearly 9.5 million LCD TVs used LED lighting sources in the second quarter of 2010, with a market share of 18%. Xie Qinyi, vice president of DisplaySearch Greater China, told reporters that panel makers are very optimistic about the shipment of LED panels. They plan to increase the market penetration of LED panels for LCD TVs to 40% in the fourth quarter of this year. In this context, the price of LED panels will also decline rapidly.
From the perspective of competitors, foreign companies that have always performed well in the holiday market have been pressing domestic color TV companies. The reporter learned that the current 32-inch LCD TVs of Japan and South Korea have generally dropped to less than 3,000 yuan, and the mid-to-high-end TV models have also significantly reduced their prices in this price war.
Update pain
For every 1 yuan of sales price, the profit of the manufacturer is 1 yuan less. Since the end of August, the price war of color TVs has started to increase in a small scale. The mainstream channels of Gome, Suning and Dazhong have been wave-selling and promotional propaganda, allowing consumers to feel the atmosphere of the “Gale War†in the National Day market in advance.
The reporter was informed that since the second quarter of this year, Japanese and Korean brands, led by Japanese and Korean companies such as Samsung, LG, Sony, Panasonic and Sharp, have taken the lead in throwing price cuts in the domestic market. This has caused the whole market to boil. Although foreign companies said that the price cut is a normal adjustment, it is actively preparing for the peak season. But the market's unanimous understanding is that the price war is coming, and it is in the LED TV market.
Recently, Sharp Trading (China) Chairman Kanno said that Sharp plans to increase its share of the LCD TV market in China to more than 10%.
Sony (China) Co., Ltd. President Yong Tian Qing Kang also said that Sony is confident to complete the goal of 100% sales growth in the Chinese market. Among them, basically all are LED LCD TVs.
The National Day Golden Week is getting closer and closer, and the pressure on domestic manufacturers is getting bigger and bigger. At this time, on the one hand, they have to deal with the price wars launched by Japanese and Korean manufacturers in the LED TV market, on the other hand, they have to deal with the huge inventory of traditional CCFL LCD TVs.
In August and September, domestic color TV enterprises generally suffered from the pain of transformation and upgrading. Huang Xinzhong, general manager of the marketing department of Konka Multimedia Marketing Division, told reporters that Konka has basically completed the inventory processing of CCFL LCD TVs, and is currently preparing for the LED TV market. The reporter learned that TCL Multimedia, which has just changed coaches, has basically completed the processing of CCFL LCD TVs.
Even Hisense and Skyworth, which have been locked in the LED TV market before, feel the pressure from the Japanese and Korean brands to collectively cut prices and grab the market. Yang Dongwen, vice president of Skyworth Group, told reporters that after five years of LCD TV entry into the Chinese market, its growth in 2009 reached its peak. Domestic and foreign color TV manufacturers all showed price advantages within the controllable cost range. However, the intensified price wars made manufacturers unable to Do not re-find new profit growth points.
The two sides want to work together to resolve the dilemma
The Chinese TV color TV enterprise that realized the problem was sent to Taiwan by the China Electronic Video Industry Association two months ago to participate in the "Straits Cross-Strait Flat Panel Display Industry Cooperation Seminar" and hoped to reach a purchase of "30% LED LCD panel" with Taiwan panel makers. "The agreement."
Since Japanese and Korean brands such as Samsung, LG, and Sony have signed a priority supply agreement with LED TV chip manufacturers in 2009, panel makers' chip supply is insufficient.
However, there have been good news coming recently. "The LED chip crisis in the first two months has been alleviated with the increase in mass production by upstream manufacturers. From the perspective of Taiwan panel makers actively expanding production in late August, the supply of LED LCD panels in the National Day market is sufficient." Xie Qinyi said.
The reporter was informed that during the National Day holiday, LED panel shipments are expected to reach 50% of the overall shipments. In this context, domestic machine companies have also added confidence to the National Day market.
"Not only in the LED TV market, but also in the next-generation 3D TV market, we will also strengthen cooperation with mainland machine companies." Peng Shuanglang, executive vice president of AUO's global business, told reporters.
At the same time, domestic companies such as Hisense and Tsinghua Tongfang are also actively seeking breakthroughs in the LED upstream market. Wang Xiangdong, deputy general manager of the multimedia industry headquarters of Tongfang Co., Ltd. told reporters that Tsinghua Tongfang is the first enterprise in China's color TV industry to master the key technologies of the LED industry such as epitaxial wafers and chips. It is also the second LED backlight in the world after Samsung. Enterprises with large-scale production of source modules. With the completion of chip bases, LED backlight module bases and high-brightness LED industry bases in Beijing, Shenyang and Nantong, Tsinghua Tongfang has completed the strategic layout of the LED industry.
"The next step in the mainland color TV industry is to consider how to cooperate strategically with Taiwan panel makers in the LED TV market." Hao Yabin, deputy secretary general of the China Electronics Video Industry Association, told reporters that "not only must the agreement on priority procurement be reached, but also In the future strategy of TV, the two sides jointly plan and form a strategic alliance."
The reporter was informed that after the combination of mainland machine manufacturers and Taiwan panel makers, the next step is expected to start negotiations with chip manufacturers, and it is expected to replicate Samsung's strategic experience in pre-positioning LED chip market in the 3D market.
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