2010 is a year of rapid development of the LED TV consumer market.
On July 9th, China Power (600795, shares it) sub-commercial conference released "2010-June China flat-panel TV city consumer demand survey report" shows that LED TV sales in large and medium-sized cities accounted for the overall color TV 30%, and this proportion will continue to grow.
Zhang Subing, deputy director of the Testing Center of the Ministry of Industry and Information Technology, said that in the first half of this year, LED TVs were the main products sent by color TV companies, accounting for more than 80% of all models. Lu Jianbo, deputy secretary-general of the Electronic Chamber of Commerce, said, "The speed of replacing LCD TVs with LED LCD TVs is somewhat unexpected."
Price reduction becomes an inevitable trend
"Samsung 46B7000 last year's price of 15990, now the price of 11990; Skyworth 42LED10 last year's price of 9990 yuan, now 6999 yuan; Hisense 32T28 last year's price of 5999 yuan, now the price of 3999 yuan. These TVs are falling more than 30% Its sales have increased 10 times compared with the initial period." Zhang Ming, Marketing Director of New Seven Days Electrical Network, believes that the most important factor in the rise of LED TV sales is the price adjustment.
Zhang Ming said that around October last year, LEDs began to show price cuts. Consumers have gradually learned about the characteristics of environmental protection, energy saving, ultra-thin and high-definition image quality of LED products. Among them, large-size LED TVs of 40 inches or more are most favored by consumers.
Hisense Electric (600060, shares it) Beijing marketing company marketing manager Wang Wei said that this year's LED TV price cuts a lot. "The price of LED TV between 24-32 inches is very large. Last year, this size LED TV was more than 2,000 yuan more than the same size LCD TV, but now it is basically only about 500 yuan, some brands are even basic. "We are flat." Wang Wei said, "The bigger the size, the greater the price difference between LED TV and LCD TV."
As far as the brand is concerned, the price reduction of foreign brands this year is significantly larger than that of domestic brands. "LG's LED TV prices have basically been flat with domestic brands, and Samsung can cost about 1,000 yuan more than domestic brands." Wang Wei said, "In terms of 40 inches, LG TVs are priced at eight or nine thousand. The price of the domestic brand is also on. The C4000 and C5000 launched by Samsung this year are also very low in price."
Li Mingxu, head of Samsung China's marketing department, said that Samsung's new LED TVs did not have a large price adjustment after the listing, but compared with last year, the price of the products did decline, with a range of around 20%.
At present, domestic TV companies are all going to the upstream layout of LEDs to build LED module factories. Wang Wei said that these factories will basically be put into production next year, so the price of LED TVs will continue to decline next year.
Lu Jianbo said that compared with LCD TVs, LED TV prices are still high, but its ultra-thin, energy-saving and full HD technologies have obvious advantages. "The price gap between the two sides is gradually narrowing, which is why LED TVs can be quickly upgraded."
Domestic technology is still lacking
Wang Wei said that in fact, the material cost of LED TV screens is not high, but the cost of enterprises to pay for related technologies is very high. "Because there is basically no LED chip technology in China, it mainly relies on Korean technology."
Guo Qiang, head of Konka's Beijing market, said that domestic companies have never had core technology in LCD TVs, not to mention the upgraded version of LCD TVs. "Domestic TV companies can only work on power and backlight circuits because they don't have the relevant technology, but these links only account for 30%-40% of the cost of the whole machine. That is to say, when the supply price difference is small, we The spread of the final product is small; other people's supply price difference is large, our final product spread is large, and control is not in our hands."
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