The high speed of technology update has promoted the fast pace of commodity replacement, and the interest chain game of the industry chain is dizzying. On the eve of May 1st, a large number of LED backlight LCD TVs at home and abroad (hereinafter referred to as LED TVs) began the price war without any cover.
LED TVs have been favored by color TV manufacturers since their inception in a clearer, lower carbon position. According to a report by Ping An Securities, the opportunities in the color TV industry in 2010 mainly lie in two aspects. One is whether LCD TV sales can maintain rapid growth, and the other is whether the proportion of LED sales in product structure can be greatly increased.
The expansion of LEDs is bound to be accompanied by price fluctuations. Analysts pointed out that domestic brands can only be used in the face of falling panel prices, and in the context of LCD panel price increases, we can see the advantages of foreign-invested industrial chain integration. Recently, domestic brands are also in the upstream industry, but they are unable to release production capacity in the short term.
LED TV May 1 diving
LCD TVs ushered in a price cut. Last weekend, domestic brands such as Skyworth and Changhong seized the “May 1st†market in advance. Among them, the biggest promotion is LED TV.
The reporter found in Guangzhou Suning store that the domestic LED TV dropped 2,000 yuan: Skyworth 42-inch LED dropped to 6999 yuan; Konka network Rui LED series products also significantly reduced prices, of which LC42TS86N only sold for 4999 yuan, other products also fell to touch Reserve price. The price of foreign LED TVs has also dipped, and Sharp's 40-inch LED TV has dropped to 8,999 yuan.
In fact, LED TVs have been declining for the past two years. Relevant statistics show that in 2008, the average price of LED backlight TV in the overall market was 48,211 yuan; from January to May 2009, the average price dropped to 27,083 yuan, a decrease of 43.8%. This year, LED TV price cuts are even more fierce.
The adjustment of upstream product prices has created conditions for LEDs to increase in volume. Xie Qinyi, vice president of Displaysearch Greater China, said that in the first quarter of this year, the price difference between 40-inch LED backlight module and CCFL of the same size dropped from 140 US dollars in the previous quarter to 100 US dollars. "By the end of 2010, the spread between the two sides will drop. Less than $40."
The price cut directly boosted LED sales. Research firm iSuppli predicts that the growth rate of LED-backlit LCD TVs in 2010 and in the next few years will be greatly improved. “In 2010, 40-inch and above LED-backlit LCD TVs will increase more than six times from 2009, from 2.5 million units to 18.8 million units.â€
LED accelerates "expulsion" LCD
"Compared with traditional LCD TVs, the biggest difference between LED TVs is that they use LEDs as backlights. Compared with traditional LCDs, it has high image stability, close-up viewing without hurting the eyes, and slimmer appearance. Energy-saving features, so if the price is not much different, consumers will choose LED more and more." A Suning sales staff continues to promote LED TV.
As the price gap narrows, more consumers have chosen LED-backlit LCD TVs in their upgrades from CRT to flat-panel TVs. Under the collective promotion of domestic and foreign manufacturers, LED-backlit LCD TVs are rapidly swallowing the market that originally belonged to LCD TVs, and many manufacturers have begun to accelerate the clearing of LCDs.
Zhongyikang data shows that Samsung and Sharp have spared no effort in promoting the promotion of LED TV in foreign brands. For example, Samsung LED LCD accounts for the highest proportion of LCD TV sales, reaching 10%. The highest among the domestic brands are Hisense and Skyworth.
According to the person in charge of Samsung, Samsung LED TV has 6 series, more than 40 products, and the screen size is fully covered from 19 inches to 65 inches. LED is Samsung's proud move. In 2009, Samsung LED TV sales exceeded 2.6 million units in one fell swoop, which was internally called "unprecedented success." "With the breakthrough of technology and the reduction of cost, the application of LED in flat panel display is becoming wider and wider, which will prompt the global LCD factory to actively carry out the vertical integration of the LED industry."
"At present, domestic color TV enterprises have joined the ranks of cleaning LCD inventory. The trend in the first-tier cities is more obvious. Especially in the large-size field, the market share of CCFL LCD TVs is less than 30%." Skyworth Guangdong Branch Manager Zhong Zhifeng told this reporter, "The large-size CCFL LCD TV is outdated. The proportion of LED-backlit TV shipments in Guangzhou Skyworth has exceeded 50%, and it should exceed 70% by the end of the year."
And Wu Gang, vice president of Konka Group, also said that the five LED production lines built by Konka's self-funded funds have been put into production in March this year. The increase in independent production capacity will make the price of Konka LED TVs expected to drop by nearly 30%. According to Konka people, Konka LED sales accounted for 20% of total sales.
The advantage of foreign capital industry chain is obvious
In the competition of LED TVs of color TV giants, who can take the lead in the industrial chain layout, who can become the market leader.
In the past two years, although Skyworth, Konka, Haier, Changhong, etc. have all launched LED TVs, the light sources used are all outsourced or not mass-produced. The key technologies of LED upstream are still lacking.
Zhang Bing, manager of Display Search China, said that the current domestic LED backlight panel procurement companies are mainly LG D, Samsung, Sharp, etc., of which LG D accounted for a higher proportion. For example, Skyworth and Konka, LED screens are mostly purchased from LG D.
LGD is the leading manufacturer of LED backlight technology "straight down" and "side-entry". With its IPS hard screen, LGD has become the supplier of LED backlight panels for many domestic manufacturers. According to LGD, after the LGD Guangzhou 8.5-generation line is officially put into production, it will produce more top-grade LCD products using the most advanced LED backlights.
The advantages of the industrial chain make foreign brands more flexible. Zhang Bing said that LED is a high-end product. For manufacturers who have mastered upstream resources, they must first meet their own needs, and the rest will be sold externally, and the price of sales will be higher. Enterprises with no upstream resources encounter a period of tight supply, the cost control ability is weak, and the price naturally cannot be lowered. "Not only LEDs, but the previous flat-panel TVs have always had such a dilemma."
Ping An Securities analyst Cai Dagui believes that in 2010, domestic brands are facing the risk of foreign brand price wars. "From the data of Zhongyikang, the prices of foreign brands have continued to decline in the past few months, while domestic brands are subject to cost reasons. The price of products has even risen in the first quarter, resulting in a decline in the market share of domestic brands. Under the background of the price increase of LCD panels, the advantages of the integration of foreign-invested industrial chains."
Zhang Bing said that China is also deploying a large number of panel production capacity, but this part of the production capacity must be released after five years, which means that China must have its own LED panel in five years. â€
Domestic brands have another way
"In the LED application and packaging field, the industry chain profit is only 30%, and more than 70% of the profits are controlled by Japanese and American manufacturers who master the high-power LED chip, epitaxial wafer and substrate material core technology. LED backlight LCD TV market dominates, China's color TV giants must enter the LED upstream." Zhong Zhifeng said that in March this year, Skyworth signed a contract with LG D to become one of the shareholders of Guangzhou 8.5 generation LCD panel production line, which ensures the future LED The supply of backlit LCD panels also means that Skyworth is looking for investment opportunities in the field of chips and epitaxial wafers upstream of LEDs.
Konka has taken a different approach in content construction. Huang Xinzhong, general manager of the marketing department of Konka Multimedia Marketing Division, revealed to the newspaper that Konka is brewing to create an open platform for the whole people to participate in the content creation of Konka. "At present, there are more than 1000 applications on this platform. We will do a lot of consumer research to see which users are most interested in which applications." It is reported that this "LED open platform" similar to the Apple App Store will be 5 It was officially launched at the end of June.
“Simple product manufacturers will gradually be marginalized. How to transform existing business models to build integration platforms for program content and software will become the core proposition of our color TV companies.†Huang Xinzhong said that The open platform, Konka's first step is to cooperate with professional software companies to write a large number of practical and novel applications; the second step is to cooperate with software enthusiasts to achieve a quantum leap; the last step is to open the entire network. The source code of the sharp platform allows all consumers to participate in the content construction of the Net Rui platform.
Our reporter Wang Haiyan Wang Xiaoxing Intern Li Yanyan
Related reports
LED backlight module prices continue to decline during the year
Zhang Bing, manager of DisplaySearch China, said that LED backlight TVs are mainly in the side-light and direct-down styles according to the technical direction. Among them, the direct type can solve the problem of energy saving and display effect well, but the cost is high and the thickness cannot be lowered. Therefore, the sidelight type is a compromise between cost and performance for most companies.
It is reported that compared with the traditional CCFL backlight, the key to the main development of the LED backlight module is the cost reduction speed. According to the analysis report of DisplaySearch, taking the edge-lit LED backlight module for 40-inch LCD TV as an example, the main cost is composed of an LED chip, a light guide plate and a brightness enhancement film. Among them, the LED light source part (excluding the LED chip) accounts for 34% of the entire backlight module. It is estimated that the light guide plate accounts for 13%, the brightness enhancement film accounts for 15%, and the LED assembly accounts for 6%. Therefore, LED backlight design, output efficiency and chip cost will be the main direction to reduce the cost of LED backlights.
DisplaySearch predicts that the average cost of side-lit LED backlight modules for 40-inch LCD TVs will fall from $118 in the first quarter of this year to $100 in the fourth quarter. The main reason for the reduction in LED backlight cost is that the rapidly increasing shipments result in a corresponding reduction in LED chips and materials, while the LED luminous efficiency is increased to reduce the number of LED chips used.
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