Hisense cut into high-end LED competitive price

Grasp the upstream industry chain have the right to speak, to grasp the high-end market in order to obtain huge profits, this is a catch-22 domestic TV industry unwritten.

But the reality is that China's color TV enterprises due to congenital deficiencies in two aspects of technology and market are facing challenges. Samsung and LG and other foreign companies are plotting Chinese tablet market, through an alliance with the Chinese enterprises, provide panel and LCD module to control the upstream China enterprises; in addition, in the TV terminal sales market, the price war to seize the market, foreign-funded enterprises in the siege, Chinese mingyunduochuan color TV enterprises. How to break the monopoly of foreign companies in the technology and the market, is placed in front of the domestic household electrical appliance enterprises a difficult problem. July 9th, Hisense electric (600060, stock it) the official production of high-end LED LCD TV, LCD TV market in the domestic market for domestic enterprises to break into a wedge, in order to break the blockade of foreign companies such as Samsung and LG market.

Controlling upstream cost of industrial chain

According to the reporter learned from Hisense, in large size LED LCD TV, LED backlight can account for 40% of the cost to capture the screen, backlight technology and circuit technology, the enterprise can control the cost of 60% flat.

Liu Hongxin, general manager of Hisense, said Hisense in LED core technology, television LCD module (LCM) independent research and development and production advantages.

According to the reporter learned from Hisense, Hisense in the backlight control technology, drive circuit, brightness, contrast and other aspects of the patented technology.

According to Hisense's plan, in the production of large size LED backlight module production line, the second half of 2008 will be put into operation in the first Chinese of large size LED backlight module production line, to solve the bottleneck of industrialization of LED LCD TV universal. "Has been building, will be put into operation this year. Liu Hongxin said.

According to the reporter learned from Hisense, Hisense large size LED backlight module project has been supported by 863 major projects and the development of electronic information industry development fund.

Master the cost and technical advantages, China's color TV enterprises will be able to control their own destiny. According to the reporter, the domestic enterprises in the Samsung, LG and other foreign companies forced in the upstream market and terminal market heteronomy.

Liu Hongxin said: Hisense flat-panel TV for the cost of control from 20% to rise to $60%. "

It is understood that Samsung, LG electronics in the flat-panel TV market competitive advantage is to take the industry chain upstream and downstream. There are related party transactions, plasma screen LCD business enterprise and the whole plant in the enterprise group, and take joint settlement in the calculation of group profits, so these enterprises can use the LCD screen, plasma screen and other profits to compensate for the loss in the flat-panel TV business.

At present, Hisense in virtue of the advantages of the LED market, in the upstream market and the terminal market can compete with Samsung, LG and other companies.

At present, only foreign companies in the Samsung TV companies in overseas markets launched LED LCD TV, but no mass production. In the Chinese market, there is no foreign companies to do LED LCD tv.

In addition to the LED backlight module production line put into operation, Hisense will also invest in the construction of a number of LCD TV module production line. According to the reporter, in July this year, Hisense LCD module two put into operation, in 2009 will be voted to build two production lines, the annual production capacity of the LCD module will reach 3 million.

Through large-scale production of liquid crystal module, Hisense can continue to reduce the cost of LCD TV and LED TV, thereby enhancing market competitiveness.

Compete for high-end market challenges

It is reported that Hisense launched LED TV mainly for high-end LCD TV market, the high-end market is the rapid growth of the market, great potential. According to Displayreaserch data show that by 2010, the global LED LCD TV market sales ratio will reach 10% of the entire large-size flat-panel TV market in the next 5 years, LED flat-panel TV sales will reach 20 million units.

LED is also likely to occupy a place in the domestic large-size LCD TV market. Tsinghua University professor Chen Haoming said: by 2010, flat-panel TV sales will account for more than 80% of China's color TV market sales, LED LCD TV will become the protagonist. "

Chen Haoming said: "cut into the high-end market, can bring profit space, before the fiber for the cost of 1000 yuan a metre, is now 80 yuan a metre, Hisense into the LED market, the market can enjoy high profit period. "

Hisense LED listed from the sale price can be confirmed that Chen Haoming is not empty. Liu Hongxin said: Hisense LED LCD TV market price of 19999 yuan, there is a model is $15999. "

However, so far, Hisense has not given a clear number of LED LCD TV market.

There is no problem in the supply of LED LCD tv. Liu Hongxin said.

But Hisense's good market outlook is still a little worried about leaving Chen Haoming, LED TV is available, it will face the attack of competitors, so companies will not be too long to lead. Hisense with the opportunity to intervene in the market, occupy the commanding heights of the market".

Hisense said that at present, LED LCD TV Hisense in light efficiency to be improved, the luminous efficiency of LED is only 100 lumens, theoretically can reach 200 lumens, LED in the future it is necessary to enhance light efficiency.

In addition, LED LCD TV price is too expensive, in PDP and LCD compete for the market will have some pressure.

Source: China Times