LED TV industry chain upgrade wave again

Relying on new color TV and price advantage once again led the May Day golden week market. At the same time, the TV is part of the joint venture to make a choice between profit and market share, another new road began to seize the LED TV market, in the hope of economic recession in the global environment through the launch of the new technology application of new materials, maintain the profit margin.

In the following LED screen as a new growth point, the layout of new materials, new processes, new applications, new experience, the industry is now stepping up to do things. "Taiwan AUO, CMO will start mass production in the second half of this year in the LED TV panel, many domestic enterprises are accelerating the improvement of the industrial chain layout, will be for the domestic color TV industry to provide more involved in LED cost advantage.

The joint venture TV "abandon Che baoshuai"

Reporters during the May Day in Guangzhou home appliance stores noted that consumers for some joint venture brand new listing of ultra-thin LED TV shows a high degree of concern. But the price is too expensive so that most consumers flinch.

It is understood that a 55 inch LED TV profits far more than ten times the domestic color TV enterprises ordinary LCD TV, which also makes many joint ventures will shift the focus of the main color TV LED TV industry, confrontation and staggered domestic color tv. LED apparently maintained a joint venture brand high-end image, but also brought huge profits.

However, foreign brands began to dominate the LED industry at the same time, its share in the domestic market is also further decline. In the face of domestic joint venture Legion brand of "hot pursuit", previously occupied a sales list before the joint venture brand in one or two markets, the market share of the overall decline again. Ovid consulting (AVC) monitoring points out that "foreign TV brands have faced the most difficult period in Chinese market". Reporters learned that, in the May Day golden week is still a new brand of domestic products and price advantage led the market. The joint venture brand new LED TV betting market, a "abandoned military baoshuai" trend.

Industry observers pointed out that under the new market environment, the joint venture brand has been unable to fight a price war, part of the joint venture began to seize the TV LED TV market, in the hope of economic recession in the global environment through the launch of the new technology application of new materials, maintain the profit margin.

It is understood that the joint venture brand launch LED TV is still rare, the price is about 3 times the ordinary LCD TV, because it is a new technology and new products in recent years, the price will be difficult to have a big decline in space, this will ensure that the enterprise high profit rate.

Industrial chain integration has been on the road

"In the past one or two years, Hisense, Konka has launched the LED TV, but the light source is purchased or not mass production of the brand products. Insiders pointed out that the current rapid growth of the domestic LED industry, but mostly part of the supply chain and OEM production mode, LED upstream key technologies are still missing.

"By 2010 there will be 30% LCD TV using LED backlight, gradually replacing the industry generally use the cold cathode tube light source (CCFL). The chief executive officer and general manager of Taiwan AU Optronics Corp. to help Chen told reporters, with the continuous upgrading of the production line, the LCD panel industry competition will face raw materials, process technology, logistics and transport and other physical bottlenecks in future, by improving the scale to reduce the cost of the panel will come to an end. "New materials, new technology, new applications, the layout of the new experience, the panel is now stepping up to do things. "

With the breakthrough in technology and cost reduction, LED applications in the flat panel display is more and more widely, will promote the global LCD factory actively LED industry vertical integration. "Samsung Electronics R & D center of Tianjin TV executive Hong Pyo told reporters, for the bigger LED LCD TV, Samsung is positive for the LED industry vertical integration, with its Samsung electroplating parts joint venture company Samsung LED, the new company has started operation in April.

LED has been doing the driving chip of the Shenzhen century semiconductor Semiconductor Co., Ltd., general manager of ancient German believes that to do a good job in the LED industry, not only to the money, the key is to have technology and talent. At present, there are hundreds of domestic LED packaging companies, outside the extension of the film, silicon and other upstream LED key technology is still no right to speak.

Domestic color TV ready

Compared to the joint venture brands get together pushing LED technology, so far did not cause the domestic color TV companies to follow suit. Currently on the market of domestic LED TV only one of Hisense, although Konka, TCL, Tsinghua Tongfang said plans to establish a production system, and has technical reserves in this area, but has not only hear the sound of his shadow.

Insiders said that the advantages of LED technology is obvious, but in a short period of time the cost is difficult to reduce the characteristics also make it in a long period of time will coexist with LCD tv. The source pointed out that, 3~5 LED TV will not become the mainstream of the market, the joint venture will push the behavior of the LED will not have a greater impact on the pattern of the domestic color TV market.

"Domestic color TV enterprises may be considered in the market maturity, so the performance of very cautious. In the long run, the domestic color TV companies have also prepared to transition to LED technology. At present, the domestic color TV enterprises waiting for only a "Dongfeng" only. In this regard, the store Senior Sales Manager pointed out that under the financial crisis, foreign brands will be more inclined to launch high-end products to maintain a higher net profit margin, which for the domestic color TV enterprises fast