BenQ LCD defense: core store quickly built to the county level

"Liquid crystal display Chinese market in short supply, last week I just returned to Taiwan headquarters, hoping to supply products in the European market in part to Chinese coordination." In September this year, BenQ Chinese business district monthly revenue exceeded 500 million yuan, which accounted for 40% of the LCD display, let BenQ Senior Product Manager Tian Zhiying have direct and European colleagues destabilize the emboldened.

September BenQ LCD in the domestic market, a single month shipments exceeded 200 thousand units, while only 20 thousand units in the same period in 2004, compared with the same period in 2005 was 50 thousand." Tian Zhiying said that the LCD monitor has now become a well deserved profit BenQ group taurus.

But at the end of October, after attending the Yokohama international FPD (FPD International) after the return of Taiwan Province, BenQ Group Chairman Li Kunyao said publicly, in BMG (BenQ Mobile investment Group) German subsidiary, BenQ has put the brand center back to Asia, now more optimistic about the market Chinese and BenQ LCD business growth.

Liquid crystal

September compared to August growth of more than 30%, compared with the same period last year, an increase of about 150%, BenQ LCD market share is a big step to narrow the gap with the first samsung." Tian Zhiying said, in the mobile phone business operation system caused a huge shock after the global market, especially Chinese LCD business, will again be Li Kunyao loving eyes, all aspects of brand building, product strategy will get a group of resources tilt".

Army combat BenQ LCD, apparently more than three continents across the cultural conflict of the mobile phone business is more combat, but also more realistic profit space." Tian Zhiying pointed out that the merger of Guihui, BenQ group has the most economic benefits of the 5 and five generation two generation line six, has achieved 19 inch, 20 inch, 22 inch widescreen panel production, and will gradually increase the cut of more than 24 inch Widescreen panel.

Who owns the terminal, who is the boss monitor. Expand the terminal store, deepen channel construction, is the focus of the next phase of BenQ LCD business." Tian Zhiying said, in order to ensure the continued growth of LCD shipments, BenQ is relying on the country's 15 branches, more than and 40 offices and nearly 80 generations of core city, quickly put the BenQ one store from grade one or two to grade three or four to promote the market.

"We will have a choice of loyalty, of BenQ products store location and image of the good, do not sell fakes, machine equipped with the integrity of the business, the renovation or semi decoration on store, and the store into the core BenQ dealer system, to give preferential prices and the cumulative rebate policies." Tian Zhiying said that BenQ is currently focused on the core store sales of LCD display has been built to such a region of Jiangyin, Huaxi Village.

At present, the one or two market display is not very obvious increase." Jiadu international a senior sales manager told reporters, nowadays many mainstream brands of PC are based on the "19 inch LCD" as a selling point, many consumers have to buy the original DIY PC brand, its own brand of liquid crystal display space is greatly compressed. In addition, the emergence of low-cost laptops, LCD monitors have also formed a certain impact.

LCD market dangerous

Give up the BenQ mobile phone business is able to get rid of the dilemma, return to the LCD business focus can become Li Kunyao hands losses hemostatic medicine? Chinese market performance seems to be a single month can not be the answer to the question.

"2005 Samsung only in the Southern China market will invest 24 million yuan to build a 300 terminal stores this year, Samsung's new channel - Xinhuasheng -- and in its original foundation are nearly 500 retail stores, and Samsung cooperation in the construction of 250 gold shop." The Capitol International said that Samsung in the terminal's crazy expansion quickly detonated by display brands compete for the terminal market.

The ground level market may be about the battle for the future of the LCD market, and the channel flat, everything has to pro BenQ, in the depth of the market competition, the human and material resources have no advantage." The Capitol International said that in the first one or two years the market level of sales growth, through price cuts and other means even two or three line brand can get a certain growth. But now the first tier brands in the one or two market competition has become white hot, and to really enter the level of the prefecture level market, the mere price war and marketing is not enough on the three or four.

In addition to Samsung, PHILPS, and in the domestic LG, AOC and other enemies for the depth of the market, and BenQ's behind, is also facing from Japan and South Korea international panel giant competition.

In the upper panel, Samsung and SONY joint venture S-LCD eight generation line in November 3rd has been successfully capped, is expected to fall in 2007 put into operation; in August this year, SHARP's first eight generation line has announced the production, Japanese and Korean companies are using capital and technology panel advantage again control the LCD industry upstream of the favorable terrain.

According to South Korean DisplayBank statistics, in the third quarter of 2006, TV LCD panel shipments exceeded the display panel for the first time. And that is precisely the rapid growth in the field of LCD TV, BenQ's market performance has been lukewarm." Wang Tao, senior analyst at Analysys International pointed out that Japan and South Korea panel enterprises for more than 40 inch large screen LCD TV industrial layout has been completed, and with wide bright after although the AUO 19-22 inch panel cutting advantage, but at the same time