LCD TV price war upgrade manufacturers looming financial pressures

At the beginning of August, LCD TV again smoke battlefield. Two weeks ago, the manufacturers scramble to leverage the price lever, a large screen of 40 inches of liquid crystal to become the focus of a new round of avalanche; and the overall downward price center of gravity, and objectively constitute a deadly threat to the plasma.

But it is worth noting that the LCD TV prices falling, but with the previous upper panel prices lead to the decline in value, are fundamentally different.

Threat of plasma

In fact, this wheel is the leading manufacturer of LCD TV prices early in 7 at the end of the shuffle has begun, and is the decline at 20%, 30% big.

At that time, SKYWORTH through repeated two times the price adjustment will be a 40 inch large screen LCD prices from 29800 yuan down to 22900 yuan, price first shot fired. Kellogg TCL recently announced that a comprehensive start price offensive, 40 inch LCD fox series from 25999 yuan straight down 6000 yuan, followed with a business promotion and drop 2000 yuan to 17999 yuan, the price at the end of the peak. Subsequently, Xoceco LCD prices across the board, the original price of twenty thousand yuan more than the 40 inch LCD TVs dropped to 19980 yuan, with 20 inch LCD TV, equivalent to 16980 yuan.

Seeing prices continue to decline, the pressure of other TV giants can imagine. So the price of the product size is getting higher and higher, more and more time to market. August 10th Hisense exposed the news, it will be a 42 inch LCD TV with a limit of more than 20% of the supply of shipments, with the specifications of the product price fell below $twenty thousand for the first time. The same day, Xia Xinyi announced that the July just the latest listing of selling products "as the shock" series of comprehensive profits, the original price of 23999 yuan 40 inch LCD TV the highest reached 6000 yuan, the most high-end products and it is currently on the market only by top international "seventh generation" LCD display.

Is not difficult to see that this round of price cuts across the board have been breaking the original LCD LCD and plasma between the two factions "37 inches" of the "38 lines", more than 40 inch large screen LCD is becoming the new focus of price. And this has been falling into the cross, no doubt, will be a deadly threat to the loss of plasma. Facing the decisive battle seems to have been unable to escape the fate of both.

Gome Beijing Branch Marketing Center Director Zhang Guangbin told reporters: "after several rounds of price cuts, now in the United States, has sold 2 LCD plasma to 3 times. After this price cuts, I believe that the difference between LCD and plasma shipments will further widen." Xia Xin household division deputy general manager Zhang Feng more bluntly, this round of wrestling will survive plasma more difficult: "now all factory production plant, plasma resource profits fell sharply, the vast majority of enterprises in the financial data has been at a loss."

While the market is rapidly eroded liquid crystal not only domestic plasma production enterprises, but the joint venture price adjustment is often carried out quietly. In the store, the reporter saw, for this round of price cuts, joint venture brand plasma reaction speed is also very fast. SANYO 42 inch plasma straight down 1500 yuan, PHILPS 42 inch plasma back to 4000 yuan in cash and $4000 sound, plasma LG42 inch can offer 1000 yuan. These prices are just changed in August 6th, should be in response to liquid crystal price." Store promoters told reporters.

Complex pressure upgrade price war

"Upstream panel prices continue to decline, constitute the main driving force of LCD TV prices," this sentence has been in quite a long period of time, become the LCD TV manufacturing enterprises are facing the same questions most commonly used rhetoric. But the reporter learned from a body, in fact, the price of LCD panels in July has continued to rise, especially in the large size of the LCD panel supply tight most obvious. The Amoi Zhang Feng also revealed to reporters: limited to the limited capacity of the upstream manufacturers, the sharp increase in global demand for LCD TV market, and did not make the LCD panel prices continue to decline. For example, the price of 32 inches screen is still slightly raised in the near future. - the upper reaches of the screen price cuts caused by the machine is not accurate."

So domestic LCD TV manufacturers and why this round of serial launch cheaper? Perhaps the answer lies precisely in this 32 inch screen price increases slightly.

From large TV business minister Zhang Huichu, the reporter learned that, although the LCD TV is now bigger, continue to break the limit size, but now the domestic market, take the amount of maximum penetration rate is the highest is 32 inches and 37 inches of products". The industry, Liu Buchen also told reporters: even in the global market, accounting for 40% ~ 60% of the market share, but also the same as the 27 inch to 32 inch LCD tv."

You can imagine, in this case, the upstream screen prices slightly increases will cause financial pressure to the manufacturers CRT unprecedented weak market sales accounted for only 30%; rear sudden death, accounted for less than 5%, the real growth momentum of the entire lcd and plasma TV market only, but also have to in the face of "concept, market is lagging behind the embarrassing. And as Zhang Hui said, the more mainstream products, profit margins are often