Experience the throes of domestic color TV enterprises into the era of LED

Who did not expect, led era has come. First half of the year, most of the domestic color TV enterprises due to market failure judgment and bear the loss, through a series of labor earnings of cleaning up inventory, such as dark gray, the latest data show, LED TV accounted for 50% in most brand sales. In other words, the majority of enterprises to complete the transformation from the old CCFL backlight to LED backlight. LED TV than expected growth in according to Ovid consulting (AVC) market monitoring data statistics, LED backlight LCD TV third quarter retail 827 thousand units, penetration rate reached 20%, the Mid Autumn Festival, National Day period, the market penetration rate was as high as 42%. In the domestic brands, LED backlight LCD TV was especially obvious. During the two sessions, Hisense, SKYWORTH LED TV penetration has more than 50%, Haier, Konka, Changhong more than 40%, the domestic brands with a share of the leading LED market. Most of the enterprises are not expected to LED time will come so quickly. Because of home appliances to the countryside policy stimulus last year, CCFL backlight LCD TV market is booming. At the end of last year, most of the manufacturers are still hoarding CCFL backlight products, there is no doubt that they have made a wrong judgment. On the one hand, this year, LED backlight technology is rapidly maturing, the upper reaches of the panel prices fell rapidly, resulting in CCFL backlit LCD panel prices also fell; on the other hand, the market did not imagine the hot, business inventories increased, resulting in a large number of losing. 2010 report shows that the number of black power enterprises for the wrong judgment buried alone. TCL multimedia (01070, HK) loss of 293 million yuan; Sichuan Changhong (600839, SH) turnover of 18 billion 400 million yuan, net profit of only 40 million 630 thousand yuan, profit rate of poor; Konka (000016, SZ) net profit of 50 million 887 thousand and 500 yuan, down 36.63%. TCL group president Li Dongsheng said at the time, the loss is mainly due to cleaning up the old TV inventory, and he was expected to clear inventory will continue to 8, September, that is to say the loss will affect three of the quarterly bulletin. The enterprise low price strategy to expand the market "we want LED products in the future is the main source of profits of the domestic market, to fully grasp the transformation of LCD to LED. TCL multimedia CEO Zhao Zhongyao said. Data show that in July the TCL multimedia LED TV sales of only 41 thousand and 800 units, accounting for the proportion of TCL flat-panel TV total monthly sales of only 9.7%; LED September TCL TV sales rose to 185 thousand and 900, just two months increased by 345%, the proportion of total monthly TCL flat-panel TV sales also rose to 18.9%. TCL is not just an insider said, Konka Group, from March this year on the main push LED products, now is to complete a smooth transition from CCFL to LED. According to Ovid consulting data, the third quarter, domestic brands LED TV products have been occupied more than 55% of the total share of LCD tv. "At present LED TV and CCFL LCD TV price difference in the thousand or so, and in the thickness of the screen brightness, etc. superior to many. These insiders said that the higher the price so that the majority of consumers choose LED products. Reporter found in the online shopping mall in the channel of Jingdong, 40 inch flat-panel TV as an example, the same as the old TCL brand, CCFL backlight products for a minimum of 3699 yuan, while the new LED backlight products for a minimum of 4999, the difference was 1300 yuan. Orville consulting data also shows that, during the double size LED/CCFL price rate is nearly 1.5 times times, small and medium size is as low as 1.3 times. "After the launch of new products, enterprises mainly rely on low-cost strategy, LED sales will grow so fast. Konka insiders pointed out to reporters, Konka 5 times before the national day to buy cheap, the sale played a great role in promoting. At the same time, the market generally believes that the forthcoming "flat-panel TV limited values of energy efficiency and energy efficiency rating" will stimulate LED TV sales, but from TCL, Konka more than insiders told reporters, has been the industry association of enterprises to follow the standards, these standards should be strict energy efficiency rating than many, so they don't think these performance will have a specific role. DisplaySearch report estimates in the fourth quarter of 2010 LED LCD TV prices will continue to decline, and the decline will reach two times CCFL LCD TV decline, which will continue to stimulate market growth.