Foreign brands into the market price of two or three beachhead LED TV market

"AU Optronics for at the end of 2013, all flat-panel TV shipments are LED tv. The day before, AUO TV display business unit marketing director Xu Wanji at the Forum on China flat panel display the "First Financial Daily" said that the high generation LCD panel production line invested hundreds of billions of yuan, as investors would have to consider a reasonable rate of return on investment. If the premature OPENSALE (sales component model) LCD glass and other components of the sale, it means that the original purpose of a huge investment in violation.

Even if you want to separate the sale of LCD glass, so that the mainland color TV manufacturers LCD backlight module, as the panel manufacturers should share the benefits. Xu Wanji said.

Xu Wanji said, in fact not only on behalf of the Department of Taiwan LCD panel manufacturers to AUO and Chi Mei as the representative, also on behalf of the Korean LCD panel manufacturers Samsung, LG as the representative of the heart: let the maximum benefit of high generation LCD panel production line. But the problem is that Samsung, LG and SHARP and other manufacturers not only want to enjoy the high profits LCD panel, but also hope to monopolize the LCD panel upstream resources, and then expand its brand flat-panel TV terminals in the Chinese market share.

The price war has become the magic weapon to control foreign brands LED TV market China resorted to "".

Foreign price two or three

Yesterday, the first financial daily in Guangzhou, China Plaza GOME stores to see, LG a 42 inch LED TV price of only $6900, while Samsung's a 40 inch LED TV price is only $8500. On the contrary, the main push of the 42 inch Konka two generation LED TV network sharp price at 6599 yuan TCL, the main push a machine card LED TV, priced at 8999 yuan, while the main push Hisense 42 inch LED TV Lanqing TM price to 8590 yuan.

Samsung, LG and SHARP and other foreign brands of LED TV, during the '51' during the price of at least 2000 yuan or so, the price cut in the range of two or three. Guangzhou Suning color TV products, the official said, the collective price of foreign brands to allow LED TV market share rose rapidly, especially in the 40 inch and 42 inch LED TV mainstream market.

The PRC analyst Peng Xiandong pointed out, now Samsung, LG and SHARP and other foreign TV brand strategy, is the high-end products with low-end flat-panel TV hit domestic brands. Recently, foreign brands LED TV general price 10%~15%, resulting in 51 sales of flat-panel TV to balance foreign brands, foreign brands accounted for about domestic flat-panel TV sales of nearly 60%, while the LED TV sales accounted for even higher.

When foreign brands and domestic brands of flat-panel TVs in the spread of less than 10%, the domestic consumers will generally choose foreign brands, not to mention, the price is lower than the domestic brands. LED is preparing to launch a universal storm in Nanjing, said Zhou Kun, deputy general manager of electric appliance giant panda home appliances, domestic brands in 40 inches above the TV, not only has no cost advantage, but there may be a disadvantage. As a result, panda TV LED universal action intended to avoid the large size of the LED TV market, and mainly for 32 inches below the LED tv.

Peng Xiandong also said that the cost disadvantage of domestic brands, in fact, has been reflected in the price. Domestic flat-panel TV in this year's "51" market price compared to last year, "51", not only did not decline, and rise, especially 40 inches, 42 inches and 46 inches large size flat-panel TV market price, there is a significant rise. "

Liquid crystal glass short board

The performance of the domestic flat-panel TV market, are due to the lack of domestic color TV manufacturers in the upstream resources.

Perhaps because of this, TCL in May 12th and established Huizhou Shuangwang AU Optronics photoelectric, production LED backlight, LED TV to make up short. "AU Optronics shares accounted for 51% in the. Xu Wanji said, accounting for 51% of the reason is not to want to control the dual King optoelectronics, but for patent considerations.

DisplaySearch Taiwan branch general manager Xie told reporters that in the mainland LED TV market volume, the color TV manufacturers can not form an alliance with the panel giant, the future will lose competitiveness in the market. "

Domestic manufacturers in the LED backlight technology is indeed a problem, but not a big problem. The general manager of SKYWORTH LCD Shenzhen Li Xiaofang said, SKYWORTH has the LED backlight module can produce 42 inches below the panel, but the manufacturers did not open the LCD glass, so SKYWORTH can only test small 42 inch LED backlight module. Hisense multimedia R & D center official also said that the current Hisense LED backlight module has been able to do 47 inches, but the LED backlight module self-sufficiency rate is only about 40%.

However, in Hisense and Konka it seems that with the high generation LCD panel production capacity gradually increased, when oversupply, the shortage of liquid crystal glass will soon be eased. Unfortunately, the timetable, it should be ranked in the TCL Huaxing Power and BOE high generation panel production line when the mass production. At least in the current one or two years, the domestic color TV manufacturers may also be in a passive position. Because, LED backlight module costs accounted for about 20% of the overall cost of LED tv.

In addition to want to get more profits, panel manufacturers using OPENSALE mode, but also lead to technology leaks. "Shanghai Matsushita Plasma Display Panel Co responsible person told reporters that if the panel manufacturers using OPENSALE mode to provide LCD glass to domestic TV manufacturers, the domestic color TV manufacturers to make LED backlight module and the LCD panel, or the panel manufacturers, and this process, there must be many technical details, these need panel manufacturers with color TV the factory to solve. One