Domestic LCD TV pioneer was suffering a single prototype loss of billions of dollars

Some enterprises single prototype loss is over 100 million yuan

The fastest is not the most successful. "Some of the country's leading enterprises in the last year, has been subjected to the upper reaches of the LCD screen price fluctuations' pains', and some enterprises a single prototype loss of more than 100 million yuan." The day before, deputy general manager of TCL Electrical Appliance Sales Co. Ltd. Han Qing said.

By the upper reaches of the price of resources pain

Although the Han Qing didn't directly address specific manufacturer's name, but he is obviously referring to the LCD TV is currently the leading brands, such as Hisense, SKYWORTH, Konka, Xoceco, etc..

All along, TCL LCD TV market share is not satisfactory, but also in terms of large-scale LCD TV investment slightly slow. Is generally believed that the leading enterprise, TCL, Changhong and other enterprises in transition to flat-panel TV obviously makes a mistake in judgment, and the heavy burden and the share of CRT TV is the main reason why they are unwilling to large-scale investment in LCD tv.

But Han green does not agree with this statement. He believes that with the rapid growth in the supply of upstream LCD screen and the rapid decline in prices, and now is the time to enter the LCD TV market.

In fact, the first time to enter the field of LCD TV brand is not good. Xoceco, Hisense two enterprises report shows that the profit rate of only 6 per thousand to 8 per thousand, which is mainly affected by upstream resources prices. Due to the price of LCD screen all the way down, the price of 32 inches LCD last year is still $19999, the current price has reached some $7999. The original purchase price of the LCD screen is very high, so only the loss of some enterprises in the prototype of more than 100 million, so the overall profit is very low."

Industry appears three fast one short feature

Shi Wanwen, President of the TCL multimedia business, believes that the development of today's LCD TV industry, clearly showing the characteristics of the three fast short. The first is the growth of the market significantly faster, some statistics show that in 2005 China LCD TV's growth rate is expected to exceed 500%; the second is the product update speed, display configuration from the experience of "display screen" the transition to "special LCD TV screen", the mainstream of liquid crystal screen across from the small screen to the big screen "; again is the degree of consumer awareness is accelerated, the next three years, more than 67% of consumers to buy LCD tv. "Short" refers to the cycle of new products will be greatly shortened.

These features indicate that the popularity of LCD TV era has arrived.

But with the expansion of production capacity and the rapid decline in prices, flat-panel TV profits are gradually reduced. The prima brand promotion manager Sun Guangrong even believe that flat-panel TV started to enter the era of meager profit.

But TCL doesn't seem to think so. Han Qing pointed out that, in fact, the profit margins of new products is not low, but due to the decline in the price of LCD screen and technology upgrades, resulting in the previous product price shipments, pulled down the original higher profit margins in the industry. Therefore, how to improve the speed of the era of flat-panel TVs is the most critical.