"Since July of this year, whether it is a domestic brand or a joint venture brand, almost all color TV manufacturers have begun to reduce the price of their TV products, especially the ordinary LCD TV (CCFL backlit LCD TV) has the highest price cuts." Yesterday, Hexun Technology learned from a number of home appliance chain stores that recently color TV manufacturers are accelerating the cleanup of ordinary LCD TV stocks to ensure the full development of LED LCD TVs during the National Day this year.
A store salesperson told the author that "the price of ordinary LCD TVs is unprecedented, due to the imminent elimination." However, some insiders have pointed out that the price reduction of ordinary LCD TVs is not just as simple as being eliminated. He said, "The recent price cuts of ordinary LCD TVs are actually related to many factors. First, color TV manufacturers are overly optimistic about LCD TV shipments this year, but actual sales have not reached expectations, resulting in high inventory in the early period; followed by LCD The price of the panel was lowered. Compared with the beginning of this year, the price of LCD panels dropped by about 20%. Finally, the manufacturers of color TVs began to force LED LCD TVs and 3D TVs, which led to increased competition."
The days of manufacturers are sad, LCD TV stocks remain high
"The days of color TV manufacturers are not good this year," a color TV manufacturer executive complained to the author. "Because of the blind optimism about the domestic color TV consumer market this year, LCD TV inventory has remained high." In fact, the main reason for this high inventory is that manufacturers have deviated from the judgment of the domestic consumer market this year.
According to the survey data of DisplaySearch, the domestic LCD TV shipments reached 29 million units in 2009, with an annual growth rate of 119%. Therefore, based on the bright performance in 2009, domestic color TV manufacturers including Hisense, Skyworth, TCL, Konka, Changhong and Haier have raised their LCD TV sales expectations for 2010. According to the industry's target at that time, the domestic LCD TV shipments will reach 45 million units in 2010.
However, the fact is not as the color TV manufacturers imagined, with too many TV products and LCD panels being produced, the inventory backlog was formed in the second quarter of this year. Coupled with factors such as inventory clearance, restructuring costs, and the depreciation of the euro, according to market speculation, at present, domestic companies are carrying at least 600,000 LCD TV stocks, or more. Therefore, under the current circumstances, some insiders believe that "color TV manufacturers need at least 2 months to digest these stocks."
According to the sales data released by TCL Group, the sales of LCD TVs began to decline from April this year, and the annual decline in June and July was more than 35%. In the Chinese market, TCL LCD TVs July sales fell 11.3% year-on-year. In explaining the reasons for the decline, TCL also stated that “TCL is still in the transition period of product line combination adjustment and inventory clearance in the domestic market. As the sales in the Chinese market is worse than the industry expectations at the beginning of the year, the TCL pre-inventory inventory is slightly higher.â€
Cheng Yong, Marketing Director of Sichuan Changhong Multimedia Co., Ltd. said, “Color TV manufacturers are hoping to digest the current inventory before the National Day. This year’s National Day promotion is bound to be the leading market for new products (LED TV and 3D TV), if manufacturers can’t digest ordinary LCDs in time. TV inventory is bound to create a dilemma for sales."
Lu Jianbo, a home appliance expert, also believes that “cleaning inventory is the main reason why manufacturers are now cutting prices. Color TV manufacturers can only get a good sales performance in the upcoming traditional peak season when they are lightly loaded.â€
Market expects discounted LCD panel prices continue to fall
"The price of the 32-inch LCD panel in April is still more than 200 US dollars, and has been lowered to 165 US dollars in July and August, down by more than 17%." The above executives revealed to the author, "all LCD panels of all sizes are being lowered, and Not just the 32-inch specification."
The executive also pointed out that domestic color TV manufacturers originally expected to digest inventory during the "World Cup in South Africa", but from the market feedback information, it is not so optimistic. "If the inventory of 600,000 LCD TVs and the average price per unit of 200 yuan is calculated, the loss of domestic color TV manufacturers will reach 120 million yuan, and these losses do not include the losses caused by the price reduction of color TV manufacturers."
According to the DisplaySearch survey report, the price of LCD panels will be in a downward state in August due to the persistence of inventory pressure. According to the author's understanding, the price of LCD panels of different sizes has been lowered, up to as much as $7. Xie Qinyi, vice president of DisplaySearch Greater China, pointed out that “domestic color TV manufacturers are overly optimistic about the flat-panel TV market, which has led to many adjustments in the third quarter. Panel prices will drop sharply due to orders reduction and fuzzy demand forecastsâ€. At the same time, he also pointed out that "the current consumer demand is tilting towards LED TVs, and the sales of CCFL LCD panels are rapidly declining, which is one of the reasons for the decline in panel prices."
Previously, Skyworth Digital, TCL Multimedia and Konka Group both acknowledged the pressure of falling prices caused by inventory and LCD panel price cuts, but the above-mentioned manufacturers did not disclose how much the loss was.
There is no such thing. On August 20th, Sharp, Japan announced that it will adjust the production plan of LCD panels from the end of this month. Its new Sakai plant in Osaka, Osaka will reduce its production capacity by 20% to 30% in the next two months to ease China. In the market, high-priced LCD TVs have a serious backlog, and hope to achieve a balance between supply and demand. At the same time, LG Korea also discussed the possibility of adjusting the production of LCD panels.
The price war started ahead of the LED TV ushered in "Yangchun March"
Although LCD panel manufacturers are facing pressure, LED backlight manufacturers are welcoming “Yangchun Marchâ€. On August 19th, the LED industry leader Taiwan Yiguang China Board of Directors decided to invest RMB 1 million to set up Shenzhen Yiyuan Photoelectricity in Shenzhen. Gong Weibin, general manager of Ruifeng Optoelectronics, a leading manufacturer of LED backlights in China, said that the domestic LED TV market share will reach 60% next year, and this growth rate is obviously faster than expected at the beginning of the year.
Previously, Shenzhen Suning Appliance (002024, shares it) in the contract with the top ten color TV brands at home and abroad clearly stipulated that the efficient and energy-saving low-carbon products including LED TV as the pillars of Suning's future development, and formulated a short period of time Accelerate the goal of promoting LED TV market share to reach 80%.
It seems that all this shows that LED TV will lead the development of flat-panel TV in the future.
According to survey data, the domestic LED LCD TV market has grown rapidly since the second half of last year. From May 2009 to May 2010, the sales of all LCD TVs increased by 18.65%, while the sales of LCD TVs increased. Then it began to decline.
According to the author's understanding, since Samsung launched LED TVs at the beginning of last year, Sanyo, Skyworth, Konka, TCL, etc. have launched LED production lines. In May of this year, with the concept of “triple play†and “internet TVâ€, LED LCD TV sales increased sharply, and the speed of launching new products by various manufacturers was further accelerated.
According to industry insiders, "color TV manufacturers will increase the promotion of ordinary LCD TVs in the future. It is estimated that the proportion of LED TV sales will rise to 40% during the National Day. And the transformation of traditional CCFL LCD TVs to LED LCD TVs. In the process, price wars will be inevitable."
The author also learned from Suning and Gome yesterday that the price war in the domestic color TV market has started in advance, involving not only traditional CCFL LCD TVs, but also LED TVs and 3D TVs.
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