The world-famous World Cup is about to be officially staged, and the promotion campaign for flat-panel TVs is also in full swing. The price of many brands of color TVs has dropped by 30%, of which the increase of large-screen LEDs is the most obvious. However, the sales volume is very impressive. In the well-known stores such as Dazhong Electric, the sales of LEDs are about three times that of normal times.
This year, almost all the main direction of Chinese and foreign color TVs are placed on LED LCD TV products. According to statistics from Zhongyikang, from April 26 to May 2, the country sold a total of 71,756 LED LCD TVs, an increase of 340.2% from the previous month and an increase of 5832.1% from the same period of last year. At 11.5% of total LCD sales, LED sales accounted for 22.6% of total LCD TV sales. This share was less than 2% in the same period last year.
Overseas, the speed of the LED LCD TV market blowout is once again beyond people's imagination. According to the forecast data of DisplaySearch, in 2010, the global LED LCD TV sales will reach 32 million units, accounting for about 19% of all LCD TVs. In 2011, the LED backlight large-size panel shipment ratio will reach 56%, and the traditional backlight panel will be out. Volume will fall to 44%, and by 2015, LED panel shipment penetration will reach 78%.
Tablets go beyond CRT
In the era of CRT, China's color TV industry has gone through a difficult road of introduction, digestion and absorption. Although the Chinese brand relied on the price war in 1996 to seize the comparative advantage of China's color TV market share, it also paid a painful price. In 1999, the color TV industry lost money, making Chinese color TV enterprises fall into the freezing point in history.
In the 21st century, the arrival of the tablet era has brought the dawn of the new century to the Chinese color TV industry.
According to statistics from Zhongyikang, from 1984 to 1997, Chinese urban residents used 13 years to achieve a huge leap from 100 to 100 units of color TV. According to forecasts, the number of flat-screen TVs owned by Chinese urban residents is from It takes only 7 years from 10 to 100 units (from 08 to 2014). In 2009, LCD TV sales totaled 24.7 million units, a year-on-year increase of 102%. The tablet achieved a comprehensive transcendence of CRT TV.
At the same time, it is a breakthrough in the industrial chain. Before 2002, the annual production capacity of flat-panel TVs in China was less than 100,000 units. However, in recent years, domestic brands such as Hisense, TCL, Skyworth have accelerated the process of entering the upstream module. BOE has built 6 lines in Hefei, Longfei Optoelectronics has built 8.5 lines in Kunshan, Jiangsu, and Huaxing Optoelectronics has built 8.5 lines in Shenzhen. The date of completion and commissioning will be concentrated from the end of this year to 2011, when the competitiveness of Chinese brands in the upstream of the flat will be further enhanced.
In June 2004, Chairman Zhou Houjian of Hisense Group predicted that the era of flat-panel TV Moore had arrived. The development in recent years confirms Zhou Houjian's prediction. Since 2002, flat-panel TVs have maintained an annual growth rate of nearly 80%. By 2009, the market capacity of LCD TVs has reached more than 23 million units, surpassing CRT TVs.
New pattern of the global TV market
According to the latest statistics from DisplaySearch, LCD TVs have become the main driving force for the growth of the global TV market, with new sales accounting for more than 70% of the overall sales of the TV market. Throughout the global TV market, five Japanese and Korean manufacturers, including Samsung, LG, Sony, Panasonic and Sharp, have absolute market power with a market share of nearly 60%. The Chinese color TV brands represented by Hisense, TCL and Skyworth have passed With more than ten years of growth, total sales have also accounted for 21.4% of the global market. This is also the new share of Chinese brands in the global color TV market in the tablet era.
Different from the 23 years ago, the production of color TV sets began to rank first in the world. After full market competition, China has gradually changed from a large color TV production country to a color TV brand power. It has several annual sales and sales such as Hisense, Skyworth and TCL. Tens of thousands of TV brands can purchase these Chinese brands on 5 continents and more than 100 countries and regions. Whether in China or in North America, Australia or Europe, consumers can clearly identify them. These come from well-known brands in the East and have loyal consumers who are used to buying and using their products.
In 2010, the "Global TV Brand Top 20" list released at the CES Consumer Electronics Show in the United States, Hisense entered the top 5 of the global TV industry with more than 5% of the global market share and nearly 18% of the Chinese market share. This is also China. For the first time, the brand has entered the top 5 in the world. Domestic brands such as TCL and Skyworth have also entered the top ten due to their good domestic market performance and export performance. For the first time in the global TV market, there are so many â€œChinese Legionâ€ figures.
Environmental demand boosts LED
Global energy shortages and environmental pollution are particularly prominent in China, where economic growth is rapid. Energy conservation and environmental protection are urgent problems for China to achieve sustainable socio-economic development. As a big country in energy consumption, China urgently needs to vigorously promote a new generation of energy-saving and environmentally friendly light sources.
Compared with ordinary CCFL backlight LCD, LED LCD TV has greatly improved photoelectric efficiency. LED has wide color gamut coverage and richer color. Its dynamic contrast ratio is more than 10 times that of CCFL universal LCD TV. Secondly, LED also has The design of the backlight structure has changed greatly. Because of its small size and high luminous efficiency, the LED can greatly reduce the thickness of the backlight. From an environmental point of view, the LED does not contain harmful metals such as mercury, and has long energy saving and environmental protection.
On June 17, 2003, the Ministry of Science and Technology led the establishment of the â€œNational Semiconductor Lighting Project Coordination Leading Groupâ€ across sectors, regions and industries. Starting from the "Eleventh Five-Year Plan" in 2006, the country promoted semiconductor lighting engineering as a major project. China's semiconductor LED industry chain has been relatively complete, with a certain development base, the LED industry market potential is huge, and the development prospects are widely optimistic.
According to the forecast data of DisplaySearch, in 2010, the global LED LCD TV sales will reach 32 million units, accounting for about 19% of all LCD TVs. In 2011, the LED backlight large-size panel shipment ratio will reach 56%, and the traditional backlight panel will be out. Volume will fall to 44%, and by 2015, LED panel shipment penetration will reach 78%. Industry experts predict that in the Chinese flat-panel market, the time for LEDs to fully surpass CCFL ordinary LCD TVs will occur in the last two years.
In the fast-growing LED era, not only the support of the upstream industry chain, but also the support of core technologies is required. Without the support of independent technology, it is difficult to form a differentiated comparative advantage in LED products. In particular, the lack of international standards for LED backlighting has also constrained the rapid spread of the LED market.
Independent research and development to get rid of passive
With the advent of the millennium, Japanese electronics giant Matsushita brought plasma TV to the Chinese market. At that time, the Chinese color TV market was in the golden age of CRT TV, and the market was booming and sales hit new highs. Compared with the large-scale rear-projection CRT TV that began to emerge in the Chinese market, plasma TV does not seem to have any advantage. It is the plasma TV that has not become the mainstream in the market, but it has triggered the arrival of the Chinese flat-panel TV era. Also known by the industry as "the first year of the tablet."
At that time, with the extension of the upstream panel companies in production, some companies produce LCD screens, even put on the case, screw on the screw can become a TV. This means that if the color TV machine manufacturers like Hisense and Skyworth completely rely on the upstream manufacturers, they can only fall into a passive situation. In the future, they may only have the spare parts and screws, and the final controllable cost. It may not even reach 10%. The upstream panel resources became the sword of Damocans hanging over the domestic brands.
Since 2007, major color TV companies such as Hisense, TCL, Skyworth and Konka have announced that they will establish their own LCD module production lines. Today, the manufacturer's LCD module production capacity has reached nearly 10 million pieces, and has formed a level of independent design and development of LCD TV functions.
The standard behind the first-class companies is technology and intellectual property. Qualcomm is a successful case that Chinese people are familiar with. With the careful cultivation of CDMA standards and market, Qualcomm has been making huge profits for many years. With the participation in standard setting, getting market opportunities is the dream that every company and even the country behind it pursues.
Chinese corporate voice promotion
In the brutal competition, Chinese companies have gradually mastered the true meaning of the market. From the single-player of the earliest companies, to the key enterprises such as Lenovo, Hisense and TCL in the Ministry of Information Industry in 2005, the IGRS standard was established and it became the first ISO international standard from China. In the global 3C collaborative technology field has the right to speak, and in recent years, China's software, home appliances, toys and other industries began to seek the right to speak in the drafting and formulation of international standards. From step by step to comply with international standards, to avoid trade barriers and participate in the revision of international standards, Chinese companies have become increasingly mature in market competition.
In terms of the formulation of international standards, in recent years, Chinese color TV companies have made important breakthroughs in the drafting of the general standard for backlight display by the International Electrotechnical Commission (IEC). As the earliest international standardization body, the International Electrotechnical Commission (IEC) is also the most authoritative organization in the field of electrical and electronic, responsible for the drafting and formulation of international standards in the electrical and electronic fields.
In December 2009, at the annual meeting of the International Electrotechnical Commission IEC/TC110 (Plate Display Technology Committee) held in Japan, it was determined that the experts of China, Japan and Korea jointly drafted the general standard for backlight display, and Liu Weidong from China Hisense The Ph.D. took the lead in drafting the international standard for LED LCD backlight sub-standards. In the flat panel display technical committee of the International Electrotechnical Commission, which is mainly based on Japanese and Korean experts, Chinese enterprises and R&D personnel are taking such an important task, and it is the first time.
Industry experts believe that this incident marks the development of China's flat panel technology has truly reached the international first-class level. Dr. Liu Weidong of Hisense said: "Without uniform standards, it is more difficult for global color TV companies to conduct international marketing under the WTO framework."
This time, the LED market in advance layout may truly realize the Chinese dream of the color TV industry.
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