TCL increase chip storm LED

Just two months, TCL Group Chairman Li Dongsheng's mood from the excitement of return to calm.

He led the Shenzhen Huaxing Power 8.5 generation line project, after six months to start to see the dawn of financing. Last month, TCL group has just completed the A shares of private placement, raising 4 billion 500 million yuan.

However, the total share capital of up to 1 billion 86 million shares of TCL multimedia, in the first half to hand over a bad answer, a loss of HK $334 million.

"TCL really did not do a good job this year," Li Dongsheng said TCL in the strategic choice of Internet TV and LED TV on the wrong.

To this end, in October last year the new TCL multimedia CEO in quanta initiative to take the blame and resign as executive director, senior vice president of the group Zhao Zhongyao took over the post, he will pull from the market angle to make the corresponding adjustment, change the past after Taiwan to promote the strategy.

Market judgment bias

For the first half of the performance of the huge loss of 334 million Hong Kong dollars, TCL multimedia made in many aspects to explain: growth forecasts for the domestic TV industry is not expected to lead to higher pre inventory to accelerate LED growth; the two quarter, centralized inventory clean up the old models LCD products, increase the cost of sales; and business restructuring costs, OEM business adjustment the North American market and strengthen its own brand sales promotion, the euro continued depreciation and other factors etc.. Among them, the largest loss caused by cleaning up inventory in China, and the traditional CCFL backlight LCD TV product inventory to continue to August this year. Guotai Junan analyst Fang Xin and Wang Zhen believes that TCL performance recovery needs to be in the four quarter.

SKYWORTH group vice president Yang Dongwen said that the LCD TV into the China market after 5 years into the peak of growth in 2009, the domestic color TV manufacturers in the controllable cost control range reflects the price advantage, but the price war intensified the manufacturers have to re find new profit growth point.

One is from the CCFL backlight LCD TV to a more energy efficient thin LED backlight LCD TV technology upgrade, the other is the development of Internet TV to achieve functional expansion.

TCL to break the winning point, put on the Internet TV, but also to make the same choice as well as Changhong and Konka, while SKYWORTH and Hisense chose the LED backlight technology.

On the Internet TV and LED TV market judgment bias, by Li Dongsheng as the main cause of loss: "at the end of last year in the product planning when we only plan a face of the high-end market LED backlit LCD production line, then the LED backlight price decline than we expected, we want to adjust late, we are behind this market as a whole, which makes us in the first half of this year's TV business is inferior to the main competitors."

This led to the current TCL LED LCD TV sales accounted for only about 8%, but from the beginning of SKYWORTH, Hisense is betting on LED has reached the proportion of 25%.

Planning 60 products with LED backlight

Technical background Yu Guanghui is a low-key figure. Last October he served as TCL multimedia CEO, in office less than 1 years, sadly resigned.

To succeed in quanta of Zhao, is the executive director, former Marketing Group senior vice president Zhao Zhongyao TCL. In addition to serving as a new multimedia CEO TCL, he is also the chairman of the TCL products industry group and CEO and TCL appliance group CEO. This is the TCL multimedia six years fifth huanshuai. Interestingly, six years ago as the first Huanshuai the five is Zhao Zhongyao, six years of Huanshuai TCL multimedia head back to the origin.

As a warning for the future after TCL multimedia in August this year, the basic completion of the CCFL inventory liquidation, which will be released in September LED new series of LCD backlight, and highlight the 3D image features, is expected to end sales target 800 thousand -100 million LED tv. However, TCL multimedia LCD TV shipments throughout the year has been lowered from 11 million units to the beginning of the year to 8 million 500 thousand units.

"We are now in the rapid improvement, hope to the end of the TCL, LED backlight products accounted for about 30%, we estimate that the average market level is about 30%, so at the end of the year to reach the market average, next year, our initial planning about 60 products is the use of LED backlight." Li Dongsheng said.

Industrial chain integration plan

TCL is just a microcosm of the current industrial situation. A number of domestic color TV manufacturers inventory water level rise, and this is partly because of the company's misleading false data forecast, on the other hand is also some time ago after the end of the panel price reflects.

A TV company vice president told the weekly Times reporter: "the first half of 2009 color TV enterprises in the financial crisis of a pessimistic mood, but the market is Chinese in home appliances, trade and other policy driven by the outbreak, and raw material prices are low, which makes the domestic color TV by the simultaneous growth of profit and the best scale got the opportunity." 2010 China LCD TV market size is expected to continue to refresh the research institutions, from 35 million to up to 40 million units.

Li Dongsheng said that due to the shortage of liquid crystal panels in 2009 and prices, in order to cope with the greater demand in 2010, many companies have taken the lead in the procurement panel or even the accumulation of panels."

Under the expectations of the scenery, but also can not cover up the facts. Data monitoring shows that this year 1-6 months mainland China LCD TV demand of about 10 million 500 thousand units, although an increase of 35% over the same period last year, but the growth rate fell by 17%. In the first half of this year, the domestic color TV market performance