"This is a situation that has not been seen in the TV industry for ten years. The price of LCD TV panels has been comprehensive, sustained and sharply increased. The superposition of natural disasters, man-made disasters and consumption upgrades has caused tears in the TV industry." An Internet TV brand Executives told reporters that the shock wave of TV panel price increases first appeared in the field of thin profit Internet TV. After LeTV decided to raise the price of some models of the 4th generation LeTV Super TV by 100~200 yuan, Storm Group also blamed the sharp decline in net profit in the third quarter due to the rising prices of raw materials such as TV panels.
The days of the whole industry are not good, even the traditional color TV manufacturers with more resource advantages in the upstream industry chain have to face up to the decline in profits in the third quarter and worse in the fourth quarter.
At the same time, the upstream resource shortage is rapidly being transmitted to the consumer side. Many color TV companies have told reporters that the promotion of the Double Eleven has been reduced. Although the model has no longer “sit on the groundâ€, the subsequent color TVs are launched. The price increase of new products is a foregone conclusion.
Internet TV sells one loss"Insufficient supply is the main reason for the rise in panel prices. On the one hand, panel makers such as Samsung and Sharp are interested in adjusting the supply scale and product structure, focusing on higher-margin OLED mobile phone panels, and in the first quarter, Samsung's SDC panel yield rate. On the other hand, the Taiwan earthquake caused the panel supplier's production line to be hit hard, and supply and demand became tight.†Storm TV CMO Lu Shengbo said that the increasing global TV size is also increasing the demand for panels. For every 1 inch increase in LCD TVs, a 8.6-generation line is consumed. At present, the average size of the global TV has increased by 2.6 inches, which means that three 8.6-generation lines will be added. The reality is that the production line has not been added and shut down.
According to IHS Markit monitoring, in the first quarter of 2016, due to China's capacity increase and weak seasonal demand, panel supply exceeded 20% of demand; in the second quarter, the market self-adjusted and demand began to rise gradually; in the third quarter, Supply and demand began to get tight, supply exceeded 10% of demand; it is expected that by the fourth quarter, supply will only exceed 8% of demand. According to the international market panel price updated on October 19th, the 40-inch 1080P full HD LCD TV panel, the highest increase reached 17 US dollars, the price is 135 US dollars, and its increase is equivalent to about 115 yuan.
The panel accounts for almost 65% of the cost of the whole machine. Such an increase has put pressure on Internet TV manufacturers who have always played the "price butcher".
“In the past, the 40-inch TV panel was also available for $90. According to the current price of $135, the actual panel cost has increased by $45, equivalent to RMB 304. The trend now is that the price of the panel is only higher, no The highest.†An Internet TV practitioner told reporters that the price of the 40-inch Internet TV is more than 1,000 yuan, and the increase of 304 yuan means that the more you sell, the more you lose.
"The Internet brand has been losing money. Now it is a problem of how much it can lose. Can you afford it, but you can't sell it, which means affecting the capital chain." The insiders told reporters. Because there are no more panels, the brand has been affected by sales on its own holiday promotions.
Double eleven is one of the important battles for Internet TV to acquire users. The rising raw materials hit the preferential demand of consumers, and LCD TV manufacturers are suffering from the enemy. "TV and mobile phones are consumables, prices tend to fall, and the possibility of price increases is not great, but if you take the discount of this year's double eleven, it will be the same as the previous year's double eleven, six.18 and the whole machine manufacturer's own festival. Compared with this year, the price discount for the double eleven is reduced.†Liu Buchen, a senior home appliance analyst, told reporters that Internet TV for the low-end market is greatly affected. The price of TV has become cost, and the profit is thin. Much more, more losses, double eleven must also be hard on the scalp. â€
Killing a thousand self-damaged eight hundredThe impact of material price increase on the whole machine manufacturer has been highlighted. According to the third quarter 2016 financial report released by Storm Group, in the third quarter of 2016, the company realized operating income of 420,295,800 yuan, an increase of 203.99% over the same period of the previous year. However, the net profit dropped by 97.16% to 487,600 yuan. Storm's operating loss in the third quarter was 145 million yuan, compared with 16.89 million yuan in the same period last year.
For the decline of profits, Storm Group gave an explanation. One important aspect is that the launch of new products and marketing promotion of Storm TV increased the cost. Among them, the price of raw materials such as TV panels rose sharply, which also led to a substantial increase in costs.
The panel dragged down the performance of Stormwind Group. Storm TV is difficult to make a profit. It seems that the industry is quite prosperous and has a sad feeling of sorrow. But for an Internet company, the strategic investment loss in the early stage of development can be understood. Lu Shengbo responded to reporters that sustainable management, quality growth and innovative products are the value of Storm TV. Storm TV does not advocate the simple transfer of costs to consumers, and will adhere to a more sustainable approach to cost control. Improve industrial efficiency. Storm TV's 45-inch storm super-TV and mainframe split-up upgradeable TV is the solution for Storm TV to cope with the increasing upstream cost.
After the price of the TV panel continued to rise, even LeTV, which is focused on playing the ecology and not relying on hardware, has raised the price of the 4th generation LeTV Super TV by 100 yuan to 200 yuan. LeTV's 2016 semi-annual report showed that LeTV, the main super TV company, had a net profit loss of RMB 56.87 million in the first half of the year.
From the latest data provided by LeTV on November 9th, from the listing on July 3, 2013 to the end of October 2016, LeTV Super TV has sold nearly 9 million units.
"There is a considerable part of the decline in the profitability of color TV companies due to the low price of LeTV. However, its new profit model has not made a profit contribution to LeTV. Instead, it has given a lecture to color TV companies. The content charging model, while sticking to the hardware making strategy, is unwavering.†Liu Buchen told reporters that there are not many companies that directly raise prices like LeTV. More enterprises are adjusting their product structure to improve the medium and high-end TVs including 4K and smart. The percentage, or increase the price when pushing new products.
LeTV's new president Liang Jun made a statement in the circle of friends: "The super TV after the price increase will still adhere to the ecological subsidy hardware, and the negative profit pricing; still insist on high allocation, never reduce the cost by reducing the configuration; continue to adhere to the big screen User operations, improve ecological liquidity and better subsidize hardware costs."
Every enterprise faces an increase in cost, and when it scratches a market, it either attacks a new price segment or creates a new category. In the context of rising costs, the price war becomes a double-edged sword and kills one thousand. Self-damaged eight hundred. It is undeniable that the price increase of LeTV has given the market a two-pronged problem. Even if major TV manufacturers want to raise prices, they should consider whether they exceed the price increase of LeTV 100~200, because once they exceed, they are likely to lose. The market is active. Traditional TV manufacturers: painful and happy.
Because of its own research and development capabilities and factory manufacturing capabilities, the traditional TV manufacturers who firmly hold the upstream resources of the supply chain in their hands are more emboldened than the Internet TV. "Even if you are looking for a foundry, due to the large processing capacity of traditional TV companies, the foundry will meet these enterprises first, and then meet the Internet TV companies." GFK black electricity industry analyst Wei Qi believes.
"The reflection of the panel price reflects the market control ability, resource allocation ability and product competitiveness of Haier TV panel. The Haier TV panel comes from suppliers such as Samsung and BOE, and exchanges resources with strategic partner resources. The price is more competitive.†Haier’s relevant person in charge told reporters that Haier has fine-tuned the price of some TV models due to the impact of panel price increases. This year's double eleven, Haier TV will not be positioned in the price war, but through the online and offline multiple scenarios to optimize the user experience, giving users more product value concessions.
For the industry's rumors that traditional TV manufacturers have used the hoarding panel to suppress Internet TV, the person in charge said that the supply and demand relationship of the panel is regular. For example, the 32-inch panel was oversupplied last year, from $90 to $48. Manufacturers continue to cut production, even if the 32-inch panel rebounded to $74 in October this year, the price is relatively acceptable. Traditional TV manufacturers have been working hard in the industry for many years, and have their own resources and market observation capabilities. Some traditional TV manufacturers, including Haier, have already made resource reserves.
Even so, traditional TV manufacturers still face the dilemma of falling profits. “The third-quarter earnings of major manufacturers are lower than the second quarter, and the profit in the fourth quarter is estimated to be more ugly, and profitability continues to decline. If you can earn 10 yuan in the first and second quarters, Only earn 3 yuan in the third and fourth quarters." The person in charge said.
According to data from Avi Cloud (AVC), in the first half of 2016, the retail volume of China's color TV market was about 23.51 million units, a year-on-year increase of 6.9%. However, the retail sales volume of China's color TV market was about 71 billion yuan, down 4% year-on-year. . With the rise of Internet TV in the past two years, the average retail price fell to 3020 yuan, the decline rate reached 10.2%, the color TV industry increment did not increase, panel makers ushered in the spring.
According to Qunzhi Consulting statistics, all major panel makers except Sharp in the third quarter of 2016 achieved profitability, and as prices continue to rise, it is expected that profit in the fourth quarter will continue to rise.
The market will also show further tightening trend. As a result, the price of new color TV products will increase in 2017. “The average price increase is expected to be 15%~20%.†Liu Buchen said.
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