The current annual output of color TV reached 110 million sets of industrial chain construction progress
(1) Become the world's largest manufacturing country and consumer market In 2010, the video industry output value has exceeded 1 trillion yuan. Among them, the output value of the color TV industry is 408 billion yuan, the annual output of color TV sets is 114.93 million sets, and domestic sales are 46.09 million sets, maintaining a synchronous growth of 16%. Exports of 62.28 million units, an increase of 21.4%; export value of 14.835 billion US dollars, an increase of 38.1%. The total number exceeded 100 million yuan, accounting for 48% of the total color TV production in the world, and the domestic market accounted for about 20% of the world's total.
(II) Product focus shifted, and the development of flat-panel leading industries led to a qualitative leap in flat panel and high-definition transformation. In 2010, the output of flat-panel TVs (liquid crystal and plasma TVs) was 90.86 million units, the internal sales volume was 38.1 million units, and the output volume was 56.63 million units. They accounted for 79.1%, 89%, and 78.7% of the total output, domestic sales, and output of color TV respectively. Flat-panel TVs have a total of 103.57 million units, a penetration rate of 20%, and an export volume of 16.8976 million units. Currently, the entire industry is actively promoting the transformation of networking, greenization, and intelligence. The growth rate of the LCD TV market has slowed down significantly. From 2004 to 2009, the LCD TV market in China has maintained a growth rate of over 50% for 6 consecutive years. The year is sliding to 42%.
(III) Reconstructing the industrial system and making progress in the construction of the industrial chain Seven high-level LCD panel lines (two 6-generation lines and five 7.5-generation lines (inclusive) and above) were built around glass substrates and high-generation LCD panel lines. The total investment plan for the integration of the module with the complete machine and related industries has exceeded 200 billion yuan. The Beijing Radiation Circle, the Yangtze River Delta Region (Suzhou-Nanjing-Hefei), the Pearl River Delta (Guangzhou-Foshan-Shenzhen), the Haixi Economic Zone (Taipei-Xiamen-Fuzhou), and the Chengdu-based Western Development Zone have basically taken shape. Chengdu-Mianyang-Chongqing) and other industrial parks with distinctive features, division of labor, and relatively concentrated investment bodies.
(D) Establish a technological innovation system, and R&D capabilities have been significantly improved from CRT to PDP, LCD, OLED, from 2D to 3D, from one-way to interactive, from TV 1.0 to TV 4.0 (smart TV), and the industry is at an alarming rate. Rapid development, the frequency of replacement is getting higher and higher, the product life cycle is getting shorter and shorter, and the market competition is becoming increasingly fierce. Environmental protection, energy conservation and product and content integration and application innovation are forming new growth points, directly promoting the promotion of product structure and continuous improvement and upgrading of business models, establishing technological innovation systems, and tracking technological development. Has mastered industrial design technology, full HD, LED backlight, ultra-thin technology, frequency multiplier technology, energy saving and environmental protection technologies, network multimedia technology, natural light technology, next-generation optical storage CBHD (China HD disc format) and other new technologies and new application. There emerged a series of products with independent intellectual property rights, as well as new concepts such as LED backlight TV, Internet TV, digital TV, mobile TV, IP TV, PC TV, 3D TV and so on.
(5) Establishing an intellectual property system, jointly responding to initial achievements in the acquisition phase of intellectual property rights and standards. The initial convergence of national standards, industry standards, association standards, and alliance standards has been established, and an interactive and efficient independent standards system has been issued. More than 60 self-developed figures have been issued. TV-related AVS, DRA, and a new generation of high-definition interactive interface technology (Diiva) standards have improved China's voice in the field of standardization. China's color TV industry backbone enterprises jointly funded the establishment of Shenzhen China Cailian Technology Co., Ltd., and established a color TV patent pool with over 2000 independent core technologies and began operations. Great achievements have been made in the construction of patent pools and in the unification of foreign patent negotiations. The platform houses 7,049 color TV patents in major regions of the world. Successfully negotiated with several ATSC patent owners and reduced the original patent fee of USD 41 for each digital TV that was exported to the United States to below US$20.
(VI) Enterprises have changed the mode of economic development and their business management capabilities have improved significantly. A group of 19 branded companies of domestic brands have emerged as top 100 electronic companies, and the top 10 video industries account for 6 of them. The 2nd, 5th to 7th of Haierlie are Hisense, Peking University Founder, TCL, 9th to 10th are Changhong and Great Wall Technology. There are 14 companies with an annual output of more than 1 million units, and TV production accounts for 74% of the industry. The color TV backbone enterprises such as Skyworth, TCL, Hisense, Konka, Haier, Changhong, Xoceco, Panda, and SVA accounted for 59.5% of the total industry production, 58.8% of the total sales, and accounted for 28% of the total output. In the competition of domestic and foreign brands, the V-shaped change curve has emerged in 5 years, and domestic brands have dominated the market as a whole.
Mergers, acquisitions, reorganizations, and industrial integration promote the development of the industry from asset management to capital operations, and the competition players have expanded from local companies to global companies. In the development of the industry, industrial alliances have become a new form of corporate competition and a new way for key companies to integrate resources. Digital home alliances have been established, such as the AVS Industry Alliance, the IGRS Alliance, the Portable Multimedia Alliance, the Digital Interface Alliance, the Digital Cinema Alliance, the 3D Alliance, the China High-Definition Optical Disk Industry Alliance, and the Next Generation Optical Storage Alliance. We shall jointly develop, share market channels, share technological research and development achievements, jointly develop and create new demands, and jointly formulate standards so as to grasp the commanding heights of the market, not only to solve the problem of insufficient funds, but also to spread risks. Industrial alliances are becoming the new main body of the rules that govern industrial competition and the new carrier that the government supports industrial development.
(7) The growth rate of the export market is higher than the new display technology of the domestic market. As a result, the color TV industry has become a typical global industry in terms of resource allocation, market demand, and market competition. During the “Eleventh Five-Year Plan†period, a total of 264.64 million color TVs were exported domestically. Taiwan, the compound annual growth rate of 8%; a total of 505.1 billion US dollars in exports. While actively developing international markets, the domestic color TV industry has also accumulated valuable experience in participating in global market competition and implementing internationalization strategies. In 2010, China exported 66.28 million color TV sets, an increase of 21.4% year-on-year; export value was US$14.835 billion, an increase of 38.1% year-on-year. However, the number of export companies is relatively large, there are more than 200, the brand is very scattered, and export earnings are weak. The domestic market grew by 16%. The complexity of internal and external demand exceeded the imagination and judgment of the company. The proportion of domestic and foreign sales is 41%, which is 59%. Exports are still an important factor in supporting the color TV industry's rising power channel and constraining the operation of the industrial economy.
Problems Accumulated lack of enterprise technical capabilities Industrial safety is seriously threatened
At present, the initial success of color TV's transformation and development has achieved a certain foundation for future development. However, increasing production does not increase efficiency and has long plagued China's color TV industry in-depth problems, namely, the weak accumulation of companies and poor profitability, it is difficult to meet industry transformation. In the period of the market, the company's comprehensive requirements in terms of capital, technology, talent, etc., are insufficient to achieve sustainable growth. Formed a "limited research and development and marketing investment - passive to undertake the low-value-added industries in developed countries (assembly and processing, low value-added accessories) - the industry is in no interest or low profit state - low R & D investment and marketing investment" . Multinational corporations in developed countries monopolize the control of global resources and dominate the division of labor, forming a “high investment in R&D and marketing—controlling the global value-added industrial chain (standards, patents, marketing, channels, and production of core components)— There is a clear distinction between the virtuous circle of getting high profit margins and investing heavily in R&D and marketing. Domestic color TV companies are completely relying on their own strength and are unable to cope with the high-pressure strategic competition of the strong multinational interest groups from developed countries. Industrial security is seriously threatened.
(I) The industry system is in the construction phase and the "two ends out" micro-profit processing model - the "incremental does not increase efficiency" contradictions At present, China's TV industry restructuring with its display and industrial chain as the core is in the construction phase. The industrial system has not yet been established and the local matching rate for flat-panel TVs is only 10%, and 90% is dependent on imports. With the rapid increase in the production volume and export volume of flat-panel TVs, the TV panels are totally dependent on imports. Japan's panel industry supporting rate has reached 76%, South Korea is 82%, while China's mainland is only 11%, accounting for only about 4% of the global proportion. The import volume of LCD panels from 2007 to 2009 was 40.7 billion U.S. dollars, 44.1 billion U.S. dollars and 34.9 billion U.S. dollars, and in 2010 it was 43 billion U.S. dollars. The import volume of liquid crystal display panels was second only to IC, petroleum, and iron sand. It was also direct. Affects the independent research and development of important factors such as sharpness, brightness contrast, picture quality improvement, and power consumption reduction of flat-panel modules, and restricts the long-term development of the industry.
TV panels are mainly controlled by South Korea's Samsung, LG, Sharp Japan, and Taiwan's five giants Chi Mei and AUO. The panel companies with the brand advantage of the whole machine not only grasp the price and resource allocation of the panel, but also form the market control right. According to the report of the investigation agency Display search, in 2009, 33.1% of panels purchased by China's six major color TV manufacturers were from Chi Mei, Samsung Electronics was 21.6%, and AUO and LGD were 18% and 16%, respectively. In 2010 there was a reversal. The largest panel distributor in the mainland color TV industry became LGD, which was 27%, followed by Samsung 24%, AUO 21%, and Chi Mei 19.9%. The development and technological progress of the color TV industry is subject to the panel link, and the color TV industry is under threat. The enterprise's platinization transformation must not only maintain a high degree of strategic awareness, but also need to effectively cope with the impact of fluctuations in the supply and demand of LCD panels on the market.
(II) The rapid development of core technologies and the lack of accumulation of technological capabilities of enterprises have created contradictions. The global video industry is going from CRT to flat panel display, from 2D to 3D, from speech to data, from analog to digital, from fixed to mobile, The transition from circuit to IP network, from broadcast to interaction, from distribution to sharing, from regulation to open technologies and systems.
In the long-term future, the video industry will usher in a new wave of flat-panelization, digitalization, greenization, networking, and intelligent integration. From CRTs to PDPs, LCDs, 3D display panels, touch technologies, OLEDs, e-paper and smart terminal products, the display industry is developing at an astonishing rate. The frequency of replacements is getting faster and faster, and product life cycles are getting shorter and shorter. The increasingly fierce market competition and the ever-increasing technical threshold have imposed higher requirements on the industry, and the required technological R&D and investment have been increasing. The progress of digital TV core technology breakthroughs is slow. Basic integrated circuit chips and embedded software in some terminals of digital home systems, including embedded operating systems, SOC chip drivers, etc., have not yet formed a professional development group in China. The basic core software still needs Reliance on foreign companies has not escaped the dependence of core technologies on foreign countries and the overall technical status is still in the same position. Color TV companies have a weak accumulation, have not yet formed technical reserves, cannot keep up with new product changes, and passively follow the technology of international brands. The industry has enhanced its value through rounds of differentiation, and has continuously introduced new products and concepts such as LED backlighting, 3D, touch screen, AMOLED, and electronic paper, leading to instability in the domestic color TV market and triggering new variables in efficiency. There is great uncertainty in the advantages of the local brand market. Due to the lack of dry core resources, the industry is controlled by people, making the phenomenon of “incremental not increase efficiency†more obvious.
At the same time, the diversification of display technologies and application technologies, different product forms, different market requirements at home and abroad, and differences in market demand between China's urban and rural markets have all created difficulties for R&D and large-scale production of companies, and it is difficult to maintain their leading edge in future competition. With the integration of the "three screens," TV networks, intelligence, personalization, and greenization have become important trends in conforming to consumer demand. TV will no longer be a broadcast terminal for television programs, but will evolve into a home multimedia information acquisition center. This means that the rules of the game in the color TV industry that simply use products as competitive chips have already ended, and in the process of upgrading from color TVs to smart TVs, The market competition is not only facing the existing color TV international brands, but also competing with international IT giants represented by Apple, Google, and Microsoft, and the pressure will be enormous. In this regard, there is no alternative but to face it positively.
(III) The contradiction between the expansion of domestic and foreign markets and the lack of market supervision The color TV industry has become a typical global industry in terms of resource allocation, market demand, and competition. It is also the main feature of China's color TV industry in the new stage.
In order to approach the market, reduce costs, increase competitiveness, concentrate on deploying future strategic reserves and increase brand effect, the world’s top 5 panel giants have actively deployed in Mainland China and established upstream and downstream industry clusters. The competition among large enterprises is focused on. Industry chain competition for dissatisfaction. South Korea SEC builds 7.5 generation panel plant in Suzhou, China; LGD builds LCM production lines in Nanjing and Guangzhou; Sharp chooses Wuxi and Nanjing Modeling Group Machine Plant and plans to establish a joint venture to build 8th generation line; AUO and TCL, Changhong and Qingdao Haier respectively LCM production line was built; Chi Mei Electronics (Old Chi Mei Power, Innolux, Tongbao Optoelectronics) built LCM production lines in Ningbo and Foshan, and Innolux cooperated with the layout of Hon Hai Group and set up a panel factory in Chengdu.
In recent years, multinational corporations have increasingly focused on core technologies and businesses. The division of labor and integration of the industrial chain has become more in-depth. There has been a trend of manufacturing links, integration of core resources, and high-end brand image. Sony, Sharp, Toshiba, Phillips, and Vizio segregated the entire manufacturing process, represented by OEM companies such as Foxconn, Compal, and TPV in Taiwan, and relied on the scale advantages and cost advantages of product diversification to continuously intervene in mobile phones. In the fields of manufacturing of monitors, displays, NB, and TVs, they have taken a strong position in industrial development. Even the signs of product manufacturing-take-all have occurred, which has caused adjustments and changes in the industrial production model.
With the rapid development of the industry, there are many unbranded but fully functional electronic products on the market, which raise new issues for corporate marketing ideas and industry regulatory models. The reason why many commodities are cheap is not because advanced technologies are used, but because the prices of factors such as labor force prices, resources and energy prices, environmental costs, land costs, and capital costs that constitute the product cost are greatly reduced. Insufficient cost accounting has distorted the real prices of commodities and formed the inflated competitiveness of China's exports.
Foreign brands are making a comeback and the industry is developing rapidly. Many unbranded electronic products have emerged, and low-price competition for export orders has also brought a series of hidden troubles such as taxation, intellectual property protection, price system, and increased trade disputes; the basic product standards have not been unified, which has caused a certain impact on market regulations and environmental development. . This not only undermines the "Made in China" image and reputation, but also restricts the orderly development of the industry. In fact, anti-dumping is not aimed at companies, but is directed at origins. "Made in Japan" or "Made in the United States" is actually manufactured in places that are most suitable for manufacturing in the world. Anti-dumping reflects the existence of China's color TV manufacturing layout. Serious Problem.
(IV) Contradiction between Coexistence of Old and New Mechanisms and Rapid Industry Development Although relevant departments have introduced many policies in support of flat-panel display and transformation of color TV industry, they still lack systematic and strategic overall planning, which does not meet the development characteristics and laws of the display industry. (Technology-intensive, capital-intensive, centralized business operations, policy-intensive). In the development of the digital TV industry, the lack of national will and action, the lack of a comprehensive study of the digital TV industry chain, the lack of top-down promotion, lack of support for emerging applications and new business models, the application of national standards is difficult to industrialization Internet TV was subject to the policies of the national regulatory authorities. The cultural industry is in the period of adjustment of technology and institutional changes from regulation to opening, and industrial development is limited by the division of sectoral interest systems. The scattered and incompatible network technology systems of radio and television networks have led to difficulties in the formation of industrial scale and industrial value chains. All cost pressures must be borne by the entire manufacturing enterprise, which has deviated from the law of industrial development. The lagging system reform has restricted the development of the color TV industry and led to a slowdown in the development of the color TV industry.
(5) Contradictions between the increase in uncertainties in the growth of external demand and the slow growth in domestic demand. China is an important color TV manufacturing and processing country and a consumer market in the world. The characteristics of the industry's internationalization are obvious. From the perspective of global industrial development, the competition among industrial sectors in various countries is ostensibly product competition, but in the end, competition is based on innovation systems based on standards and patents. Intellectual property rights have become the basis of corporate competition and the key to determining the outcome. In order to compete for global development power in the digital TV field, various countries have launched fierce "enclosure movements" in the global market, vigorously promote their own digital television standards and enhance global industry voice.
At present, the international market demand is still in recovery period, and there are still uncertainties. International trade protectionism has risen, technical barriers have intensified, the level of competition and competitiveness have continued to increase, and barriers to competition with intellectual property and standards have increased. Energy-saving and environmental protection will form new barriers to the export of flat-panel color TVs. Energy conservation and environmental protection will become an important factor affecting the future international competitiveness of the industry. With the increase in patent fees, high tariffs, laws and regulations that increase energy conservation and environmental protection, the increase in energy and raw material prices and labor costs, and the rapid appreciation of the renminbi, the company’s product system and channel structure need to be continuously improved. Adjustments to adapt to the new situation have led to a continuous increase in the overall operating costs of enterprises and a significant decline in the competitiveness of their products. The implementation of the “going out†strategy in the color TV industry has been difficult.
It is expected that the color TV industry will continue to maintain stable growth of 8% to 10% in 2011, with TV production of 124.65 million units and export of US$15 billion, maintaining a share of more than 50% of the global color TV market. However, the factors affecting industrial development in 2011 are more complicated and the overall economic environment is not optimistic. The structural adjustment is in the construction phase. The globalization of resource markets has become an important factor that restricts the sustainable development of the industry and brings new difficulties in the coordinated development of the upstream and downstream industrial chains. The color TV industry is entering an all-dimensional and three-dimensional competitive era, with domestic and foreign brands occupying the market. Market share, competition has entered the white-hot stage, increasing the difficulty of judging effective demand; 4C integration is in the period of transition from regulation to opening of technologies and systems; institutional obstacles and coordination of interest distribution are more difficult; the import and export trade department is in recovery period. Due to the weak demand base and high price sensitivity, China's color TV industry has increased its overall operating costs and its competitiveness has declined.
Positive factors for the development of the industry: First, the strong demand of the market provides stable growth space for the industry; second, with the continuous advancement of technology, upgrading, product features, and promoting consumption (4C convergence trend), the color TV market has broad prospects; It is from the perspective of strengthening the security of the national information industry. In the “Twelfth Five-Year Planâ€, it continued to implement special projects for flat-panel display and color TV transformation, and maintained the historical continuity of industrial transformation and technology upgrading.
Countermeasures to Accelerate the Construction of High Generation Lines and Establish an Industrial Safety Warning Platform
1. We will continue to accelerate the construction of high-generation TFT-LCD production lines, increase the R&D and industrialization of future OLED display technologies, promote the construction of five industrial parks, and create a global processing and manufacturing country for flat panel display terminals.
2. Establish a special green energy conservation fund to promote green transformation of the industry. Focus on supporting green ecological design and green manufacturing, application of energy-saving and environment-friendly materials, research and development of new processes and new materials, design and manufacturing integration (including integrated design of the whole machine, reduction of process flow, reduction of components, low-cost materials and materials The reduction in consumption, etc., promoted the introduction of industrialization policies, including research, production specialization, and promotion of universal funding support.
3. We will continue to promote the "China Cailian" company's efforts to increase the construction of patent pools, strengthen the ability to handle digital television patent disputes, deal with trade barriers, and optimize the export environment.
4. Clear OEM product information, tariff adjustments. In view of the advantage of using foreign brands and the cost-reduction strategy for OEMs to seize the Chinese market, the products of foreign-owned brands in China should be marked with product manufacturer information (such as product origin), so that consumers can more rationally understand foreign brands. For companies with monopolistic behavior, we recommend that appropriate restrictions be imposed on raw material imports and product taxes.
5. Appropriately extending the policy of promoting domestic demand and appropriately extending the policy of home appliances to the countryside and old-fashioned trade-in policy, the amount of subsidies can be appropriately reduced over time and reduced by 20% annually, so as to soften the effect of promoting domestic demand and avoid ups and downs of production.
6. To break the institutional barriers and encourage industry associations to join hands with key enterprises to form a “network digital content public platform†and give support for issuing network television licenses and special funds.
7. Establish an industrial security warning platform and intellectual property rights and standards and standards early warning platform, monitor the impact of production, sales, import, export, and price changes on integrated circuits, panels, modules, etc.; and forward-warning technical patent standards.
8. Establish a channel supervision platform to improve and standardize the market integrity system. The price authority should investigate companies that sell at an average cost less than the industry. Any company that makes a low price dump by unfair means shall order it to correct until its business license is revoked. Investigation of foreign brands suspected of dumping at low prices. Strengthen management and further improve the relevant opinions and measures of fair trade of retailer suppliers, and introduce policies to support enterprises in establishing new channels, such as online shopping.
(1) Become the world's largest manufacturing country and consumer market In 2010, the video industry output value has exceeded 1 trillion yuan. Among them, the output value of the color TV industry is 408 billion yuan, the annual output of color TV sets is 114.93 million sets, and domestic sales are 46.09 million sets, maintaining a synchronous growth of 16%. Exports of 62.28 million units, an increase of 21.4%; export value of 14.835 billion US dollars, an increase of 38.1%. The total number exceeded 100 million yuan, accounting for 48% of the total color TV production in the world, and the domestic market accounted for about 20% of the world's total.
(II) Product focus shifted, and the development of flat-panel leading industries led to a qualitative leap in flat panel and high-definition transformation. In 2010, the output of flat-panel TVs (liquid crystal and plasma TVs) was 90.86 million units, the internal sales volume was 38.1 million units, and the output volume was 56.63 million units. They accounted for 79.1%, 89%, and 78.7% of the total output, domestic sales, and output of color TV respectively. Flat-panel TVs have a total of 103.57 million units, a penetration rate of 20%, and an export volume of 16.8976 million units. Currently, the entire industry is actively promoting the transformation of networking, greenization, and intelligence. The growth rate of the LCD TV market has slowed down significantly. From 2004 to 2009, the LCD TV market in China has maintained a growth rate of over 50% for 6 consecutive years. The year is sliding to 42%.
(III) Reconstructing the industrial system and making progress in the construction of the industrial chain Seven high-level LCD panel lines (two 6-generation lines and five 7.5-generation lines (inclusive) and above) were built around glass substrates and high-generation LCD panel lines. The total investment plan for the integration of the module with the complete machine and related industries has exceeded 200 billion yuan. The Beijing Radiation Circle, the Yangtze River Delta Region (Suzhou-Nanjing-Hefei), the Pearl River Delta (Guangzhou-Foshan-Shenzhen), the Haixi Economic Zone (Taipei-Xiamen-Fuzhou), and the Chengdu-based Western Development Zone have basically taken shape. Chengdu-Mianyang-Chongqing) and other industrial parks with distinctive features, division of labor, and relatively concentrated investment bodies.
(D) Establish a technological innovation system, and R&D capabilities have been significantly improved from CRT to PDP, LCD, OLED, from 2D to 3D, from one-way to interactive, from TV 1.0 to TV 4.0 (smart TV), and the industry is at an alarming rate. Rapid development, the frequency of replacement is getting higher and higher, the product life cycle is getting shorter and shorter, and the market competition is becoming increasingly fierce. Environmental protection, energy conservation and product and content integration and application innovation are forming new growth points, directly promoting the promotion of product structure and continuous improvement and upgrading of business models, establishing technological innovation systems, and tracking technological development. Has mastered industrial design technology, full HD, LED backlight, ultra-thin technology, frequency multiplier technology, energy saving and environmental protection technologies, network multimedia technology, natural light technology, next-generation optical storage CBHD (China HD disc format) and other new technologies and new application. There emerged a series of products with independent intellectual property rights, as well as new concepts such as LED backlight TV, Internet TV, digital TV, mobile TV, IP TV, PC TV, 3D TV and so on.
(5) Establishing an intellectual property system, jointly responding to initial achievements in the acquisition phase of intellectual property rights and standards. The initial convergence of national standards, industry standards, association standards, and alliance standards has been established, and an interactive and efficient independent standards system has been issued. More than 60 self-developed figures have been issued. TV-related AVS, DRA, and a new generation of high-definition interactive interface technology (Diiva) standards have improved China's voice in the field of standardization. China's color TV industry backbone enterprises jointly funded the establishment of Shenzhen China Cailian Technology Co., Ltd., and established a color TV patent pool with over 2000 independent core technologies and began operations. Great achievements have been made in the construction of patent pools and in the unification of foreign patent negotiations. The platform houses 7,049 color TV patents in major regions of the world. Successfully negotiated with several ATSC patent owners and reduced the original patent fee of USD 41 for each digital TV that was exported to the United States to below US$20.
(VI) Enterprises have changed the mode of economic development and their business management capabilities have improved significantly. A group of 19 branded companies of domestic brands have emerged as top 100 electronic companies, and the top 10 video industries account for 6 of them. The 2nd, 5th to 7th of Haierlie are Hisense, Peking University Founder, TCL, 9th to 10th are Changhong and Great Wall Technology. There are 14 companies with an annual output of more than 1 million units, and TV production accounts for 74% of the industry. The color TV backbone enterprises such as Skyworth, TCL, Hisense, Konka, Haier, Changhong, Xoceco, Panda, and SVA accounted for 59.5% of the total industry production, 58.8% of the total sales, and accounted for 28% of the total output. In the competition of domestic and foreign brands, the V-shaped change curve has emerged in 5 years, and domestic brands have dominated the market as a whole.
Mergers, acquisitions, reorganizations, and industrial integration promote the development of the industry from asset management to capital operations, and the competition players have expanded from local companies to global companies. In the development of the industry, industrial alliances have become a new form of corporate competition and a new way for key companies to integrate resources. Digital home alliances have been established, such as the AVS Industry Alliance, the IGRS Alliance, the Portable Multimedia Alliance, the Digital Interface Alliance, the Digital Cinema Alliance, the 3D Alliance, the China High-Definition Optical Disk Industry Alliance, and the Next Generation Optical Storage Alliance. We shall jointly develop, share market channels, share technological research and development achievements, jointly develop and create new demands, and jointly formulate standards so as to grasp the commanding heights of the market, not only to solve the problem of insufficient funds, but also to spread risks. Industrial alliances are becoming the new main body of the rules that govern industrial competition and the new carrier that the government supports industrial development.
(7) The growth rate of the export market is higher than the new display technology of the domestic market. As a result, the color TV industry has become a typical global industry in terms of resource allocation, market demand, and market competition. During the “Eleventh Five-Year Plan†period, a total of 264.64 million color TVs were exported domestically. Taiwan, the compound annual growth rate of 8%; a total of 505.1 billion US dollars in exports. While actively developing international markets, the domestic color TV industry has also accumulated valuable experience in participating in global market competition and implementing internationalization strategies. In 2010, China exported 66.28 million color TV sets, an increase of 21.4% year-on-year; export value was US$14.835 billion, an increase of 38.1% year-on-year. However, the number of export companies is relatively large, there are more than 200, the brand is very scattered, and export earnings are weak. The domestic market grew by 16%. The complexity of internal and external demand exceeded the imagination and judgment of the company. The proportion of domestic and foreign sales is 41%, which is 59%. Exports are still an important factor in supporting the color TV industry's rising power channel and constraining the operation of the industrial economy.
Problems Accumulated lack of enterprise technical capabilities Industrial safety is seriously threatened
At present, the initial success of color TV's transformation and development has achieved a certain foundation for future development. However, increasing production does not increase efficiency and has long plagued China's color TV industry in-depth problems, namely, the weak accumulation of companies and poor profitability, it is difficult to meet industry transformation. In the period of the market, the company's comprehensive requirements in terms of capital, technology, talent, etc., are insufficient to achieve sustainable growth. Formed a "limited research and development and marketing investment - passive to undertake the low-value-added industries in developed countries (assembly and processing, low value-added accessories) - the industry is in no interest or low profit state - low R & D investment and marketing investment" . Multinational corporations in developed countries monopolize the control of global resources and dominate the division of labor, forming a “high investment in R&D and marketing—controlling the global value-added industrial chain (standards, patents, marketing, channels, and production of core components)— There is a clear distinction between the virtuous circle of getting high profit margins and investing heavily in R&D and marketing. Domestic color TV companies are completely relying on their own strength and are unable to cope with the high-pressure strategic competition of the strong multinational interest groups from developed countries. Industrial security is seriously threatened.
(I) The industry system is in the construction phase and the "two ends out" micro-profit processing model - the "incremental does not increase efficiency" contradictions At present, China's TV industry restructuring with its display and industrial chain as the core is in the construction phase. The industrial system has not yet been established and the local matching rate for flat-panel TVs is only 10%, and 90% is dependent on imports. With the rapid increase in the production volume and export volume of flat-panel TVs, the TV panels are totally dependent on imports. Japan's panel industry supporting rate has reached 76%, South Korea is 82%, while China's mainland is only 11%, accounting for only about 4% of the global proportion. The import volume of LCD panels from 2007 to 2009 was 40.7 billion U.S. dollars, 44.1 billion U.S. dollars and 34.9 billion U.S. dollars, and in 2010 it was 43 billion U.S. dollars. The import volume of liquid crystal display panels was second only to IC, petroleum, and iron sand. It was also direct. Affects the independent research and development of important factors such as sharpness, brightness contrast, picture quality improvement, and power consumption reduction of flat-panel modules, and restricts the long-term development of the industry.
TV panels are mainly controlled by South Korea's Samsung, LG, Sharp Japan, and Taiwan's five giants Chi Mei and AUO. The panel companies with the brand advantage of the whole machine not only grasp the price and resource allocation of the panel, but also form the market control right. According to the report of the investigation agency Display search, in 2009, 33.1% of panels purchased by China's six major color TV manufacturers were from Chi Mei, Samsung Electronics was 21.6%, and AUO and LGD were 18% and 16%, respectively. In 2010 there was a reversal. The largest panel distributor in the mainland color TV industry became LGD, which was 27%, followed by Samsung 24%, AUO 21%, and Chi Mei 19.9%. The development and technological progress of the color TV industry is subject to the panel link, and the color TV industry is under threat. The enterprise's platinization transformation must not only maintain a high degree of strategic awareness, but also need to effectively cope with the impact of fluctuations in the supply and demand of LCD panels on the market.
(II) The rapid development of core technologies and the lack of accumulation of technological capabilities of enterprises have created contradictions. The global video industry is going from CRT to flat panel display, from 2D to 3D, from speech to data, from analog to digital, from fixed to mobile, The transition from circuit to IP network, from broadcast to interaction, from distribution to sharing, from regulation to open technologies and systems.
In the long-term future, the video industry will usher in a new wave of flat-panelization, digitalization, greenization, networking, and intelligent integration. From CRTs to PDPs, LCDs, 3D display panels, touch technologies, OLEDs, e-paper and smart terminal products, the display industry is developing at an astonishing rate. The frequency of replacements is getting faster and faster, and product life cycles are getting shorter and shorter. The increasingly fierce market competition and the ever-increasing technical threshold have imposed higher requirements on the industry, and the required technological R&D and investment have been increasing. The progress of digital TV core technology breakthroughs is slow. Basic integrated circuit chips and embedded software in some terminals of digital home systems, including embedded operating systems, SOC chip drivers, etc., have not yet formed a professional development group in China. The basic core software still needs Reliance on foreign companies has not escaped the dependence of core technologies on foreign countries and the overall technical status is still in the same position. Color TV companies have a weak accumulation, have not yet formed technical reserves, cannot keep up with new product changes, and passively follow the technology of international brands. The industry has enhanced its value through rounds of differentiation, and has continuously introduced new products and concepts such as LED backlighting, 3D, touch screen, AMOLED, and electronic paper, leading to instability in the domestic color TV market and triggering new variables in efficiency. There is great uncertainty in the advantages of the local brand market. Due to the lack of dry core resources, the industry is controlled by people, making the phenomenon of “incremental not increase efficiency†more obvious.
At the same time, the diversification of display technologies and application technologies, different product forms, different market requirements at home and abroad, and differences in market demand between China's urban and rural markets have all created difficulties for R&D and large-scale production of companies, and it is difficult to maintain their leading edge in future competition. With the integration of the "three screens," TV networks, intelligence, personalization, and greenization have become important trends in conforming to consumer demand. TV will no longer be a broadcast terminal for television programs, but will evolve into a home multimedia information acquisition center. This means that the rules of the game in the color TV industry that simply use products as competitive chips have already ended, and in the process of upgrading from color TVs to smart TVs, The market competition is not only facing the existing color TV international brands, but also competing with international IT giants represented by Apple, Google, and Microsoft, and the pressure will be enormous. In this regard, there is no alternative but to face it positively.
(III) The contradiction between the expansion of domestic and foreign markets and the lack of market supervision The color TV industry has become a typical global industry in terms of resource allocation, market demand, and competition. It is also the main feature of China's color TV industry in the new stage.
In order to approach the market, reduce costs, increase competitiveness, concentrate on deploying future strategic reserves and increase brand effect, the world’s top 5 panel giants have actively deployed in Mainland China and established upstream and downstream industry clusters. The competition among large enterprises is focused on. Industry chain competition for dissatisfaction. South Korea SEC builds 7.5 generation panel plant in Suzhou, China; LGD builds LCM production lines in Nanjing and Guangzhou; Sharp chooses Wuxi and Nanjing Modeling Group Machine Plant and plans to establish a joint venture to build 8th generation line; AUO and TCL, Changhong and Qingdao Haier respectively LCM production line was built; Chi Mei Electronics (Old Chi Mei Power, Innolux, Tongbao Optoelectronics) built LCM production lines in Ningbo and Foshan, and Innolux cooperated with the layout of Hon Hai Group and set up a panel factory in Chengdu.
In recent years, multinational corporations have increasingly focused on core technologies and businesses. The division of labor and integration of the industrial chain has become more in-depth. There has been a trend of manufacturing links, integration of core resources, and high-end brand image. Sony, Sharp, Toshiba, Phillips, and Vizio segregated the entire manufacturing process, represented by OEM companies such as Foxconn, Compal, and TPV in Taiwan, and relied on the scale advantages and cost advantages of product diversification to continuously intervene in mobile phones. In the fields of manufacturing of monitors, displays, NB, and TVs, they have taken a strong position in industrial development. Even the signs of product manufacturing-take-all have occurred, which has caused adjustments and changes in the industrial production model.
With the rapid development of the industry, there are many unbranded but fully functional electronic products on the market, which raise new issues for corporate marketing ideas and industry regulatory models. The reason why many commodities are cheap is not because advanced technologies are used, but because the prices of factors such as labor force prices, resources and energy prices, environmental costs, land costs, and capital costs that constitute the product cost are greatly reduced. Insufficient cost accounting has distorted the real prices of commodities and formed the inflated competitiveness of China's exports.
Foreign brands are making a comeback and the industry is developing rapidly. Many unbranded electronic products have emerged, and low-price competition for export orders has also brought a series of hidden troubles such as taxation, intellectual property protection, price system, and increased trade disputes; the basic product standards have not been unified, which has caused a certain impact on market regulations and environmental development. . This not only undermines the "Made in China" image and reputation, but also restricts the orderly development of the industry. In fact, anti-dumping is not aimed at companies, but is directed at origins. "Made in Japan" or "Made in the United States" is actually manufactured in places that are most suitable for manufacturing in the world. Anti-dumping reflects the existence of China's color TV manufacturing layout. Serious Problem.
(IV) Contradiction between Coexistence of Old and New Mechanisms and Rapid Industry Development Although relevant departments have introduced many policies in support of flat-panel display and transformation of color TV industry, they still lack systematic and strategic overall planning, which does not meet the development characteristics and laws of the display industry. (Technology-intensive, capital-intensive, centralized business operations, policy-intensive). In the development of the digital TV industry, the lack of national will and action, the lack of a comprehensive study of the digital TV industry chain, the lack of top-down promotion, lack of support for emerging applications and new business models, the application of national standards is difficult to industrialization Internet TV was subject to the policies of the national regulatory authorities. The cultural industry is in the period of adjustment of technology and institutional changes from regulation to opening, and industrial development is limited by the division of sectoral interest systems. The scattered and incompatible network technology systems of radio and television networks have led to difficulties in the formation of industrial scale and industrial value chains. All cost pressures must be borne by the entire manufacturing enterprise, which has deviated from the law of industrial development. The lagging system reform has restricted the development of the color TV industry and led to a slowdown in the development of the color TV industry.
(5) Contradictions between the increase in uncertainties in the growth of external demand and the slow growth in domestic demand. China is an important color TV manufacturing and processing country and a consumer market in the world. The characteristics of the industry's internationalization are obvious. From the perspective of global industrial development, the competition among industrial sectors in various countries is ostensibly product competition, but in the end, competition is based on innovation systems based on standards and patents. Intellectual property rights have become the basis of corporate competition and the key to determining the outcome. In order to compete for global development power in the digital TV field, various countries have launched fierce "enclosure movements" in the global market, vigorously promote their own digital television standards and enhance global industry voice.
At present, the international market demand is still in recovery period, and there are still uncertainties. International trade protectionism has risen, technical barriers have intensified, the level of competition and competitiveness have continued to increase, and barriers to competition with intellectual property and standards have increased. Energy-saving and environmental protection will form new barriers to the export of flat-panel color TVs. Energy conservation and environmental protection will become an important factor affecting the future international competitiveness of the industry. With the increase in patent fees, high tariffs, laws and regulations that increase energy conservation and environmental protection, the increase in energy and raw material prices and labor costs, and the rapid appreciation of the renminbi, the company’s product system and channel structure need to be continuously improved. Adjustments to adapt to the new situation have led to a continuous increase in the overall operating costs of enterprises and a significant decline in the competitiveness of their products. The implementation of the “going out†strategy in the color TV industry has been difficult.
It is expected that the color TV industry will continue to maintain stable growth of 8% to 10% in 2011, with TV production of 124.65 million units and export of US$15 billion, maintaining a share of more than 50% of the global color TV market. However, the factors affecting industrial development in 2011 are more complicated and the overall economic environment is not optimistic. The structural adjustment is in the construction phase. The globalization of resource markets has become an important factor that restricts the sustainable development of the industry and brings new difficulties in the coordinated development of the upstream and downstream industrial chains. The color TV industry is entering an all-dimensional and three-dimensional competitive era, with domestic and foreign brands occupying the market. Market share, competition has entered the white-hot stage, increasing the difficulty of judging effective demand; 4C integration is in the period of transition from regulation to opening of technologies and systems; institutional obstacles and coordination of interest distribution are more difficult; the import and export trade department is in recovery period. Due to the weak demand base and high price sensitivity, China's color TV industry has increased its overall operating costs and its competitiveness has declined.
Positive factors for the development of the industry: First, the strong demand of the market provides stable growth space for the industry; second, with the continuous advancement of technology, upgrading, product features, and promoting consumption (4C convergence trend), the color TV market has broad prospects; It is from the perspective of strengthening the security of the national information industry. In the “Twelfth Five-Year Planâ€, it continued to implement special projects for flat-panel display and color TV transformation, and maintained the historical continuity of industrial transformation and technology upgrading.
Countermeasures to Accelerate the Construction of High Generation Lines and Establish an Industrial Safety Warning Platform
1. We will continue to accelerate the construction of high-generation TFT-LCD production lines, increase the R&D and industrialization of future OLED display technologies, promote the construction of five industrial parks, and create a global processing and manufacturing country for flat panel display terminals.
2. Establish a special green energy conservation fund to promote green transformation of the industry. Focus on supporting green ecological design and green manufacturing, application of energy-saving and environment-friendly materials, research and development of new processes and new materials, design and manufacturing integration (including integrated design of the whole machine, reduction of process flow, reduction of components, low-cost materials and materials The reduction in consumption, etc., promoted the introduction of industrialization policies, including research, production specialization, and promotion of universal funding support.
3. We will continue to promote the "China Cailian" company's efforts to increase the construction of patent pools, strengthen the ability to handle digital television patent disputes, deal with trade barriers, and optimize the export environment.
4. Clear OEM product information, tariff adjustments. In view of the advantage of using foreign brands and the cost-reduction strategy for OEMs to seize the Chinese market, the products of foreign-owned brands in China should be marked with product manufacturer information (such as product origin), so that consumers can more rationally understand foreign brands. For companies with monopolistic behavior, we recommend that appropriate restrictions be imposed on raw material imports and product taxes.
5. Appropriately extending the policy of promoting domestic demand and appropriately extending the policy of home appliances to the countryside and old-fashioned trade-in policy, the amount of subsidies can be appropriately reduced over time and reduced by 20% annually, so as to soften the effect of promoting domestic demand and avoid ups and downs of production.
6. To break the institutional barriers and encourage industry associations to join hands with key enterprises to form a “network digital content public platform†and give support for issuing network television licenses and special funds.
7. Establish an industrial security warning platform and intellectual property rights and standards and standards early warning platform, monitor the impact of production, sales, import, export, and price changes on integrated circuits, panels, modules, etc.; and forward-warning technical patent standards.
8. Establish a channel supervision platform to improve and standardize the market integrity system. The price authority should investigate companies that sell at an average cost less than the industry. Any company that makes a low price dump by unfair means shall order it to correct until its business license is revoked. Investigation of foreign brands suspected of dumping at low prices. Strengthen management and further improve the relevant opinions and measures of fair trade of retailer suppliers, and introduce policies to support enterprises in establishing new channels, such as online shopping.
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