China LED LCD TV market

In just the past 51 small golden week, the face of SONY, SHARP, Samsung and other foreign brands in the market first-tier cities for the price, SKYWORTH, Hisense, Changhong and other domestic brands still maintain growth, LED backlight LCD TV is to become the biggest bright spot. From GOME, Suning in a second tier city statistics show that the traditional CCFL LCD although a substantial price reduction but the proportion of sales declined by 40%, while listed just less than a year LED LCD has achieved more than 150% growth. Among them, SKYWORTH LED to more than 25% of the total market share has become the first brand in the Chinese market LED.

Industry trends clear

Market research firm DisplaySearch recently released a new global TV shipment survey report, based on last year's global LED backlight LCD TV shipments of 3 million 600 thousand units this year, with the continuous decline in the price of the LED backlight, LED backlight LCD TV shipments are expected to reach 35 million units, accounting for 180 million of the global LCD TV station 20%.

It is pushing LED LCD TV of the domestic color TV giants, the report of the data seemed to be somewhat conservative, because in the market China LED LCD prices and share in the gain of the overwhelming advantage of the CCFL gradually.

Deputy general Sun Weizhong SKYWORTH Chinese marketing center told reporters, LED backlight LCD TV has obvious advantage in energy saving, ultra-thin and full HD technology, its price is already far more than the CCFL LCD, and the two sides will gradually narrow the gap between the price, this is the main reason we quickly promote the popularity of LED backlight lcd.

Consistent with this is Xie Qinyi, vice president of Displaysearch Greater China, said that the first quarter of this year, 40 inch LED backlight module with the same size CCFL spreads will last quarter from $140 down to $100 by the end of this year, the price will drop to $40 or more.

Obviously, the upstream product prices adjust to create the conditions for the LED host, Beijing, the first China in Guangzhou City, many consumers choose direct LED backlight LCD TV more cost-effective, Chinese has become the largest market for LED LCD tv. Flow price has dropped to 8999 yuan, the price has been forced CCFL backlight LCD TV prices continue to decline. In the May Day Golden Week price war, LED LCD instead of CCFL LCD trend is clear.

Hsieh also told reporters, from the development trend of global TV industry, to replace liquid crystal of CRT near the end, the need for additional value update technology to pulled TV products, LED backlight technology is from the current point of view is the most easy way.

Low cost vertical integration

In fact, including LED LCD TV, LED industry is currently the hottest area of investment, "issued in October last year, the NDRC and other relevant departments" development of semiconductor lighting industry, the domestic LED application package, from the downstream to the upper reaches of the chip and the substrate material into the popular stage of investment.

Released less than half the time in the development of ideas, more than the total size of LED upstream including three safety optoelectronics, BDO Runda, tide, Tsinghua Tongfang, more than 60 billion yuan in investment plans have been introduced, and the world's four largest chip maker LED CREE also began to invest in Huizhou to build factories upstream.

For China's LED LCD TV industry, it means that SKYWORTH and other domestic color TV giants will have the same external resources with Japan and South Korea brand.

According to the reporter learned that, in the early development of LCD TV, high generation LCD panel technology of the world are not the master to 10 panel giants in Japan, Han He of Taiwan, which led to the domestic flat in 2006~2007 years completely passive, in order to solve the problem of the core components of the panel, Changhong, TCL and other TV companies choose self panel and the LCD module, while SKYWORTH select vertical integration mode is more cost-effective, in 2008 4 month LGD shares Guangzhou LCD module factory, in March this year announced that it will spend $133 million 700 thousand acquisition of Guangzhou LGD8.5 generation LCD panel factory and mastered the core technology in the field of LED backlight through joint research with LGD.

Xie Qinyi told reporters, from the global LCD TV industry, such as Samsung and LG in the field of liquid crystal panel layout perfect occupied the top two, while in the LCD TV SONY, Matsushita frustrated is hoping the 3D display technology to achieve comeback, and 3D technology in the short term is difficult to large scale promotion, Chinese enterprises want to have performance must be vertical cooperation with upstream enterprises in the field of LED.

However, in addition to the strategic partnership with LGD, SKYWORTH also plans to intervene LED LCD upstream industry, the reporter learned that access to LED applications and packaging areas of the industrial chain profits accounted for only 30%, Japan and the United States manufacturers and more than 70% of the profits are mastered by high power LED chip, wafer and substrate material core technology the control, apparently in order to truly grasp the dominance of LED backlight LCD TV market, Chinese TV giant must enter the LED upstream.