In the past May Day Golden Week, facing the targeted price cuts of foreign brands such as Sony, Sharp, Samsung and other foreign brands in the first-tier cities, Skyworth, Hisense, Changhong and other domestic brands have maintained substantial growth, LED backlight LCD TVs are Be the biggest highlight. According to statistics from Gome and Suning in first- and second-tier cities, the traditional CCFL LCD has a 40% drop in sales despite a sharp price cut, while LED LCDs, which have just been on the market for less than a year, have achieved growth of more than 150%. Among them, Skyworth LED has become the first brand of LED in the Chinese market with an overall market share of over 25%.
Industry trends are clear
According to a recent global TV shipment survey report by market research firm DisplaySearch, based on last year's global LED-backlit LCD TV shipments of 3.6 million units, this year, with the continued decline in LED backlight module prices, LED-backlit LCD TVs Shipments are expected to reach 35 million units, accounting for 20% of the world's 180 million LCD TVs.
For the domestic color TV giants that are pushing LED LCD TVs, the data in this report is somewhat conservative, because the price and market share of LED LCDs in the Chinese market are gradually gaining an overwhelming advantage over CCFL.
Sun Weizhong, executive vice president of Skyworth China Marketing Center, told reporters that LED-backlit LCD TVs have obvious advantages in ultra-thin, energy-saving and full HD technologies. The price/performance ratio has far exceeded CCFL LCD, and the price gap between the two companies will gradually narrow. It is the main reason why we quickly promote the popularity of LED backlight LCD.
In response, Xie Qinyi, vice president of Displaysearch Greater China, said that the price difference between the 40-inch LED backlight module and the same size CCFL in the first quarter of this year will also drop from 140 US dollars in the previous quarter to 100 US dollars. It will drop to less than $40.
Obviously, the adjustment of upstream product prices has created conditions for the rapid rise of LED. In China's first-tier cities such as Beijing and Guangzhou, many consumers directly choose LED-backlit LCD TVs with higher cost performance. China has become the largest market for LED LCD TVs.
Since mid-April this year, Skyworth and other domestic color TV giants have begun a new round of LED-backlit LCD marketing campaigns nationwide. At present, the mainstream price of domestic 46-inch LED-backlit LCD TVs has dropped to 8,999 yuan. The price of CCFL-backlit LCD TVs continues to decline. In the price war of May 1st Golden Week, the trend of LED LCD to replace CCFL LCD is more clear.
Xie Qinyi also told reporters that from the development trend of the global TV industry, when the replacement of liquid crystal to CRT is coming to an end, there is a need for newer technologies to increase the added value of TV products. LED backlight technology is the easiest from the current point of view. The way to achieve it.
Low cost vertical integration
In fact, the LED industry, including LED LCD TVs, is currently the hottest investment field in China. After the National Development and Reform Commission and other relevant departments promulgated the "Opinions on the Development of Semiconductor Lighting Energy-Saving Industry" in October last year, domestic LEDs from downstream applications and packaging to upstream chips. Investment in substrate materials has entered a hot stage.
Less than half a year after the development opinions were announced, a number of LED mid-upstream investment plans with a total scale of more than 60 billion yuan including Sanan Optoelectronics, Dehao Runda, Inspur and Tsinghua Tongfang were successively introduced, and the world's four major LED chips were introduced. The company's American Cree also began to invest in the construction of upstream plants in Huizhou.
For China's LED LCD TV industry, it means that Skyworth and other domestic color TV giants will have the same external resources as Japanese and Korean brands.
According to the reporter, in the early days of LCD TV development, the global high-generation LCD panel technology was in the hands of less than 10 panel giants in Japan, Korea and Taiwan, which led to the full passiveness of domestic flat panels in 2006~2007. To solve the problem of the core components of the panel, color TV companies such as Changhong and TCL chose self-built panels and LCD modules, while Skyworth chose a more cost-effective vertical integration mode. In April 2008, it acquired the LGD Guangzhou LCD module factory. In March, it announced that it will invest 133.7 million US dollars in the LGD 8.5 generation LCD panel factory in Guangzhou and jointly master some core technologies in the LED backlight field through joint research and development with LGD.
Xie Qinyi told reporters that from the perspective of the global LCD TV industry, Samsung and LG occupy the top two in the most complete layout of LCD panels, while Sony and Panasonic, which are frustrated in LCD TVs, hope to use 3D display technology to achieve the turnaround. 3D technology is still difficult to promote on a large scale in the short term. For Chinese companies to perform, they must cooperate vertically with upstream companies in the LED field.
However, in addition to strategic cooperation with LGD, Skyworth also plans to intervene in the upstream industry of LED liquid crystal. The reporter learned that the industry chain profit obtained by LED application and packaging is only 30%, while more than 70% of the profits are mastered. Control of Japanese and American manufacturers of high-power LED chips, epitaxial wafers and substrate material core technology, obviously want to truly master the LED backlight LCD TV market, China's color TV giants must enter the LED upstream.
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