LED TV has been favored by color TV manufacturers since its inception in a clearer and lower carbon posture. Many companies have bet on the LED TV market, Skyworth, Hisense, TCL, Konka, Changhong, Tsinghua Tongfang, Samsung, Sharp, Sony and other well-known companies at home and abroad have successively launched LED TV products. On the eve of May 1st this year, the large number of domestic LED TV products was on the market, and the color TV market was stirred up.
Color TV manufacturers bet on gambling LED
As a newborn in the color TV market, LED TV has attracted the attention of major color TV giants. Many TV manufacturers have indicated that they will increase investment in LED TV and seize the LED TV market. Among them, Yang Dongwen, executive director of Skyworth Group, said in an interview that Skyworth will concentrate resources on LED TV within 3-5 years. The company's LED TV sales this year is expected to be 4 million units. Mu Gang, vice president of Konka Group, also said that the five LED production lines built by Konka have been put into operation in March this year.
Although today's LED TVs are actually LCD TVs, compared with traditional LCD TVs, their panels, imaging principles, working conditions and most of the parts, LED TVs are not much different from traditional LCD TVs. The biggest difference is that it uses LEDs as a backlight.
Why is LED TV so valued by manufacturers? Some insiders pointed out that LED TV can solve the dysentery of traditional LCD TVs - "tailing" phenomenon. In addition, LED is an emerging green light source, and LED LCD TVs also have energy saving and environmental protection advantages as backlights. According to the public information, the brightness of the LED TV screen can be actively adjusted according to the brightness of the screen. Compared with the effective energy saving of the LCD TV, it can reach more than 30%, and it is completely free of harmful substances such as lead and mercury, and is a green light source.
In addition, since the power consumption of a single LED lamp is the smallest, the service life is long, and the brightness is stable and the color is rich, the use of the LED as the backlight can bring higher development quality, longer life, and higher. Advantages such as color saturation. The results of the testing of LED TV performance from the Ministry of Industry and Information Technology show that LED TVs have greatly improved compared with traditional LCD TV products in terms of key performance indicators such as dynamic definition, color gamut coverage and operating power consumption. In addition, the LED LCD TV product body can be made more slim, and the appearance of the appearance also adds a lot to the product.
Great potential for upgrading the market
According to research data from the Consumer Electronics Research Office of the China Electronics Chamber of Commerce, as an emerging product, consumers have paid more attention to LED TV products as far as 75%. This year, the proportion of consumers who are preparing to purchase LED TVs this year is even higher. 34%, from this point of view, the potential of the LED TV market is undoubtedly huge.
Consumer sample survey data from 22 provinces across the country show that consumers' main focus on color TV is focus on brand, price, appearance, image quality, function, energy saving and environmental protection. Compared with traditional LCD, the advantages of LED TV are obviously more prominent. The LED backlight TV has slim body, high picture quality, fast response time, and has the advantages of environmental protection and long life, which caters to many consumers. demand.
At the same time, the survey data also shows that from the point of view of purchasing desire, about 30% of consumers believe that "LED technology is advanced, is the future development trend, want to be in one step", more than 70% of consumers choose LED backlight TV The primary factor is “fashion appearanceâ€, followed by “good quality†and “energy savingâ€.
It is worth noting that the environmental protection and energy saving of LED LCD TVs has also become an attractive factor for consumers. According to research data from the China Electronics Chamber of Commerce, 65% of households in China are preparing to purchase flat-panel TVs in 2009, and nearly 20% of households will prefer standby power and power consumption. Low energy-saving products. Obviously, with the continuous improvement of consumer attitudes, consumers' demand for TV is no longer limited to picture quality, etc. Energy-saving and environmental protection has become a quality demand that consumers pay attention to.
May 1 manufacturer price hike market
As a newborn in the domestic color TV market, one of the biggest problems facing LED TVs is the high price. Like many emerging products and technologies, due to the immature technology, the equipment for developing new technologies and new product lines requires a lot of cost, and the price is naturally higher than that of traditional LCD TVs. However, with the development and improvement of the technical level, LED TV has become one of the development directions of the color TV industry. Who can succeed in the LED market means that it will win more initiative in the color TV industry.
In view of this, domestic color TV manufacturers are rushing to integrate upstream and downstream resources, and have strengthened cooperation with home appliance retailers such as Suning and Gome to lower the selling price and expect to be successful in the LED TV market. Skyworth said that Skyworth will be involved in the upstream, packaging, chip design and epitaxial parts of the LED industry chain to ensure the integrity of the supply chain. The reporter learned that as Konka's self-funded LED production line was put into production, the increase in its independent production capacity also made Konka's LED TV price drop by nearly 30%.
In fact, as early as the first two years, LED TVs have made price reduction measures. In 2008, the average price of LED backlight TVs in the overall market was 48,211 yuan. From January to May 2009, the average price dropped to 27,083 yuan, a decrease of 43.8%. . This year, the LED TV price reduction measures are even more fierce. During this period, Hisense sold a low price of 9,590 yuan for its 47-inch LED TV, and Konka also sold a price of 3,990 yuan for the 32-inch LED TV.
According to data from Gome, on April 17th to 19th, at the Expo's home appliance shopping festival, the price of LED TV was fierce, and major TV brands also used the opportunity of home appliance replacement. Among them, LG claimed that consumers who bought 47-inch/55-inch LED TVs received a 32-inch LCD TV worth more than 3,000 yuan; Samsung also made similar moves, while Skyworth played the "Purchase Skyworth 10 Series Home Theater". Attracting consumers' attention.
LCD TV: Or will switch to the secondary market
LED TVs are fierce, and various technological advantages have "caged" the major color TV manufacturers, and the status of traditional LCD TVs has begun to look embarrassing. Especially in the case that all parties are applauding for LED TV, and industry experts even refer to LED TVs as the trend of LCD TVs in the future, how can LCD TVs go out of their way? This is a very realistic problem in front of LCD TVs.
However, in the current situation, LCD TVs are far from being "dismal" as some consumers have imagined, and have not been on the verge of being eliminated by the market. Especially when the price of LED TV still does not have much advantage, LCD TV still has a lot of room for growth.
However, as many industry experts have said, LED TVs with environmental protection, energy saving, high definition and many additional functions may be more suitable for consumers' needs in the future. Then, in reality, how do LCD TVs make more efforts to achieve sales increase? In this regard, industry insiders pointed out that in addition to making further concessions on the price, it is a good choice to switch to the secondary market or even the rural market.
Prices continue to fall
As an emerging product, LED TV is positioned in the high-end market. Its high price keeps most consumers out of the door. LED TVs of the same size sell for thousands of dollars more than LCD TVs. However, in the long run, it is obviously very unfavorable for LED TVs to open up the market. To this end, many home appliance manufacturers have taken advantage of the policy opportunities of home appliance replacement and home appliances to the countryside, to attract consumers' attention through price cuts.
However, LCD TVs also quickly smelled the changes in the market atmosphere. In the face of the price cuts of LED TVs, LCD TVs are not to be outdone, and prices are further adjusted downwards. It is understood that starting from New Year's Day this year, TCL, Skyworth, Hisense, Changhong, Konka and other domestic mainstream TV brands will fully launch the “size†flat-panel TV promotion at the end of the year. Compared with the same period of last year, the overall price has dropped by 30%. The maximum drop was 40%.
Among them, the price of domestic 42-inch LCD TV has dropped from 6,000 yuan last year to less than 4,000 yuan, and 46-inch LCD TVs have dropped to about 4,500 yuan. In addition, 52 inches and 55 inches are also reduced to a low price of 6,000 yuan or less.
Or move to the secondary market
Faced with the popularity of flat-panel TVs, the second and third-tier cities and rural areas are really a huge market for LCD TVs. The home appliances to the countryside policy has successfully promoted nearly 100 billion rural consumer markets. By further adjusting the price, LCD TV may be a good choice to switch to the secondary market.
Not only that, traditional LCD TVs in the face of the strong impact of LED TV, if you can continue to play its price advantage, seize the opportunities in the second and third line market, will be an opportunity. GFK China analyst Ye Ping said that because the consumer demand in the secondary market is different from the consumer demand in the central city, there is a certain degree of lag. The demand for LED TV will not be too urgent, and the LCD TV with price cuts will be Is a good choice.
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