Under the strong promotion of major manufacturers, LED-backlit TVs have further eroded the CCFL market, and LED has become the focus of competition among manufacturers in May Day Golden Week.
Recently, reporters learned from a number of stores that Skyworth, Konka, Hisense and other brands have increased their competition for large-screen LED color TVs, and LEDs are on the rise. In the South China market, LED TVs accounted for more than 30%.
However, LED is not a feast for domestic brands at present. The data from Suning and Gome shows that in the “May 1st†Golden Week, foreign-funded flats represented by Samsung, Sony and Sharp rely on the control of the LED industry chain and Sexual concentration cuts, the market share of the two major chain channels of Gome and Suning recovered to 57%, while the domestic flats that previously occupied more than 60% share fell to 43%.
In order to make up for the shortcomings in the LED backlight field, domestic color TV manufacturers including Skyworth, TCL and Tsinghua Tongfang have begun to join the investment in the LED industry chain. It’s not too late to make up for it.
LED share is expanding again
"The speed of LED LCDs replacing CCFL LCDs is somewhat unexpected," said Yang Dongwen, vice president of Skyworth Group.
During the May 1st Golden Week, information from Gome and Suning in the first- and second-tier cities showed that despite the sharp price cuts, the traditional CCFL LCDs saw a significant decline in sales, and the sales ratio fell to less than 70%. Up to one year, LE D LCD has achieved more than 150% growth, accounting for more than 30%. Gu Wei, general manager of Suning Guangzhou Region, told reporters that during the May 1st period, LED TV market share has further expanded, in color TV sales. Accounted for nearly 30%.
The reporter learned from a number of stores that Skyworth, Konka, Hisense and other brands have increased their competition for large-screen LED color TVs. It is understood that during the May 1st period, Skyworth Guangdong's LED sales accounted for about 50% of its TV products. Zhong Zhifeng, general manager of Skyworth Guangdong Branch, said that in the future, national LED sales will account for 30% of its overall sales, while Guangdong is estimated to reach 70%-80%.
In terms of Konka, LED sales accounted for 20%-30% of the total during the May Day period. "LED sales are rising very fast. It is expected that sales will exceed CCFL by the end of this year." Konka Multimedia, general manager of Konka Multimedia, told reporters. Liang Hongtao, director of the marketing department of Hisense Guangzhou Branch, said that LED sales in Guangdong currently account for about 30% of the total, and it is expected that they will account for half of the CCFL in the second half of the year.
Despite the increase in domestic brand LED volume, Suning and Gome data show that during the “May 1st†Golden Week, foreign-funded flats represented by Samsung, Sony and Sharp rely on the control of the LED industry chain and targeted price cuts. The market share of the two major chain channels of Gome and Suning recovered to 57%, while the domestic tablet that previously occupied more than 60% of the share fell to 43%.
"In the period of May 1st, some foreign brands reduced the price of large-screen LED products of 40 inches or more to less than 8,000 yuan. This price is cheaper than some non-LED products before." The executives of color TV companies who did not want to be named revealed that due to the current A considerable portion of the LED LCD TV modules sold by domestic brands are still outsourced, and the profit margin is not large. After the foreign LEDs continue to cut prices, domestic color TV companies have to follow and the profitability is challenged.
Domestic flat-panel module
At present, in terms of LED LCD module shipments, Samsung ranks first with absolute advantage, followed by LGD. In order to reverse the passive situation in the LED layout, domestic giants including Skyworth, TCL, and Tsinghua Tongfang have all joined the investment in the LED industry chain.
It was learned from TCL Group that after establishing a joint venture with Taiwan Zhongqiang Optoelectronics in the field of LED backlight modules, TCL established Huizhou Shuangwang Optoelectronics with AU Optronics, which mainly produces LED backlight modules.
At the same time, Tsinghua Tongfang announced that its investment in Shenyang has invested in the construction of 4 LED backlight LCD module production lines with a capacity of 2 million units. It has now completed the commissioning work and gradually entered the mass production stage. In addition, Tongfang will invest 500 million yuan to establish a wholly-owned Tongfang (Nantong) Semiconductor Co., Ltd. to engage in the production and development of LED backlight modules and LED lighting products. After the project is put into production, Tsinghua Tongfang’s LED TV production capacity will be greatly expanded. Effectively alleviate capacity bottlenecks.
In the view of Zhong Zhifeng, general manager of Skyworth Guangdong Branch, vertical cooperation with upstream enterprises is a shortcut to quickly penetrate upstream. Through cooperation with LGD, Skyworth has mastered some core technologies in the field of LED backlighting. "Now Skyworth has completed the layout of the LCD module, and will actively participate in LED lighting applications, and plans to intervene in the field of LED upstream chip packaging."
Huang Xinzhong, general manager of Konka Group's multimedia marketing and marketing department, told reporters that several major color TV giants in China are currently deploying LED modules. Konka's Kunshan LCD module factory, which invested 900 million yuan last year, has been put into production, with an annual production capacity of 7.2 million pieces, and the annual production capacity can reach 3.6 million units per year.
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 were applied from downstream to packaging. The investment in upstream chips and substrate materials has entered a hot stage.
"In the 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 LEDs were launched. The chip maker's American Cree has also begun to invest in the construction of an upstream factory in Huizhou." Luo Qingqi, a senior director of Paler Consulting, believes that for China's LED LCD TV industry, it means that in the chip field that was previously controlled by European, American, Japanese and Korean companies, China The domestic upstream industry support will also be gradually completed.
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