LED triggered a new war in the field of television

Liu Hongxin, general manager of Qingdao Hisense electric appliance Limited by Share Ltd, now most concerned about is the LED TV (LED backlight LCD TV). Our current market share of about 30%, this data is significant." He said.

Samsung Institute report shows that in 2010 the global LED TV shipments will reach 25 million units, penetration will increase to 16%, compared to 4 million units last year grew 5 times; expected to 2013 global shipments will challenge 170 million units, penetration will reach 79%. The Chinese market is also running into the era of LED TV, this year is expected to have sales of 3 million units from the beginning of the year up to now nearly 10 million units, LED TV penetration rate will reach more than 30%.

LED TV will eventually replace the LCD (traditional CCFL backlight LCD TV), a new protagonist in the TV market, as in the past flat screen TV to replace crt. This big change means that the world's more than 100 million units per year, China's total TV sales of 40 million units per year, will become LED tv. If Hisense can keep 30% LED TV share, Hisense TV will burst into the global TV charts, the current global TV sales ranked first in the Samsung market share of 24.4% (1 - June). Remarkable Liu Hongxin said "meaning".

Every time the show changes in the replacement of technology will bring the global and China TV brand pattern, a Samsung instead of SONY, Hisense, SKYWORTH replaced Changhong and Konka, how will this time history? No one wants to be replaced, the new war in the field of television has begun.

The plan of war makers

Unlike flat-panel TVs instead of CRT TVs, LED war is the initiator of the flat-panel TV market leader Samsung, rather than follow up.

At the beginning of 2009 Samsung worldwide listing of large size LED TV, everyone is amazed at Samsung's moves so fast, when all the people think that Samsung is just pushing high-end image products, the year 2009 Samsung LED TV has sold 2 million 600 thousand units, Samsung called "unprecedented success". By the end of 2009, Samsung gives the new year's LED TV sales target - 2010 10 million. The industry will "awaken", LED era is coming true.

First of all, have technical reserves but have been waiting for the opportunity of LG, SONY and other giants began to devote resources to counterattack on LED television; then, China TV companies also began selling "transformation plan", but they have been very difficult to get rid of the passive situation.

In fact, Samsung is ready to fight the fight. Back in 1995, Samsung took the first step in the cause of LED, when Samsung hopes to use LED for portable products and color TV, etc., to find new market space. Since then, Samsung has been doing technical reserves and industrial chain combing. Until April 2009, the market is mature, Samsung and Samsung jointly founded the Samsung LED motor company, Samsung LED TV listed global area.

If 2009 Samsung LED is small, then 2010 is really started the war. The marketing strategy has been brewing for a long time, the beginning of each surfaced. Analysis of the layout of Samsung's layout on the TV, Samsung's TV products cover all the market segments, can effectively compete with the market price of the more competitive price and rival."

Yes, the price strategy has become the most powerful weapon to open the Samsung LED market. In the Chinese market, the average price of Samsung LED TV in January 2010 was 17600 yuan, to August has dropped to $11600, a decline of more than 30%. At the same time, Samsung Electronics second quarter sales increased by 16.6%, up to 37 trillion and 890 billion won (about 216 billion 769 million yuan); operating profit increased by 87.5%, up to 5 trillion and 10 billion won (about 28 billion 662 million yuan). It is because of the high, medium and low integrity of the product layout, making Samsung can safely use the price strategy will not lose profits. The person in charge of the Panasonic TV had emotion: Samsung's price cuts have made Panasonic difficult."

So, what are the strategic considerations for Samsung to launch the war? In the original CCFL LCD TV field, Samsung has been difficult to throw away the distance between competitors, profit margins smaller. Samsung in the field of liquid crystal to create a vertical industrial chain model, has become the standard model of the global TV manufacturers. In early 2009, the overall listing of Samsung LED TV, BOE has just announced the establishment of the 8 generation LCD panel production line. And since China has no high generation panel production line (more than 6 generations), in the production of large-size LCD TV must rely on imported panels. By the end of 2009, China in the construction of high generation panel production line has reached six or seven.

China to build a complete industrial chain LCD TV means that LCD TV will immediately enter the era of meager profit. This is unacceptable for samsung. Samsung began to cut into new areas of technology. From the technical point of view, LED TV is only in the original LCD technology will be replaced by CCFL backlight LED backlight, so as to achieve the improvement of quality and energy saving. But from the point of view of the industry chain, LED TV LCD panel to the LCD module to change. This requires the accumulation of necessary technology, Samsung is playing such a time difference: China's high generation LCD panel production line to the end of 2011 to be put into operation, and the development of LED LCD panel also takes time.

Samsung launched the purpose of the war can be said to have reached LED. According to DisplaySearch statistics, this year second