TVs urgently need to clear inventory LEDs to accelerate the popularity

The flat-panel TV market, which has been optimistically estimated by a number of research companies, may be at the key node of industrial upgrading. From the analysis of the inventory status of several domestic color TV companies such as TCL, Konka, Skyworth, their inventory has far exceeded the number of daily stocks, and this is due to the misleading forecasting data of some research companies and the former The time is reflected in the terminal panel after the price goes down.
However, there are various indications that as the traditional sales season of "Jin 9 Silver 10" color TV is approaching, there are not many companies that want to use this round of marketing offensive to achieve product upgrades.

High inventory

“This time, the signing of data in Taiwan is not very satisfactory. In the past few days, the association is discussing specific solutions.” When referring to the specific amount that the China Electronic Video Industry Association led the eight major color TV companies in Taiwan to purchase panels in Taiwan, Informed people used such words in their interviews with reporters from China Electronics News.
From July 20 onwards, specific issues concerning this procurement will be rarely disclosed in major media. The reporter learned that there are indeed some inventories of LCD TVs in mainland China. Due to the modest decline in panel prices this year, high inventory levels have become the main reason for this unsatisfactory procurement.
TCL is currently the only company that issues a pre-loss announcement. According to TCL Multimedia's pre-loss announcement, the reason for its pre-losing in the first half of this year was that the growth of the color TV market in mainland China was not as expected, and product sales were not as expected. The TCL announcement also revealed that due to the unsatisfactory growth in China's color TV market, the company is cleaning up TV inventory and accentuating the proportion of LED (light emitting diode) television, resulting in a loss for the first half of the year.
An interview with the reporter found that the affected inventory pressure, including TCL, Skyworth, Changhong, including TV companies in the first half of the performance is not very good. Analyst Zhu Lijun of home appliance industry of Galaxy Securities told the China Electronics News reporter: “Although major companies have not yet finalized the mid-year report, inventory has become an important factor affecting their mid-term results. And most of these companies are in the domestic market. The impact of the main and main enterprises on foreign markets is relatively small."
According to report, following the release of the 2009 profit-earnings report before the Spring Festival, Xoceco Electronic Corporation announced on the evening of July 21 that the company’s first-half net profit was 40.87 million yuan, which was also the first year of the Chinese color TV industry in 2010. Newspaper. According to the financial report, from January to June this year, Xoceco achieved sales revenue of 2.181 billion yuan, up 29.39% from the same period of last year, basically reaching the 30% revenue growth plan planned at the beginning of this year.

Market expectations are too optimistic

In the context of the international financial crisis, the flat-panel TV market in mainland China became a global bright spot in 2009. In early 2010, the research company's continuous increase in the annual sales forecast for flat-panel TVs precisely demonstrated the potential of the Chinese mainland market. In 2010, the flat-panel TV market in Mainland China will usher in rapid development, and the sales volume is expected to exceed 35 million units.
However, due to the better market, the data that was originally considered to be "optimistic" was refreshed again. According to the statistics of the China Electronics Industry Association, China's color TV output was 24.7 million units in the first quarter of this year, a year-on-year increase of 42.8%. Lin Yuanfang, vice president of the China Electronics Industry Association, predicts that the output of the color TV industry will reach 98 million units in 2010. Among them, LCD TVs accounted for 80 million units.
Research company DisplaySearch statistics show that in 2010 China's LCD TV shipments will increase by 35% over the previous year, LCD TV eye-catching growth rate, not only enhances the confidence of traditional TV manufacturers, and even a lot of exposure to the disc drive industry for more than a decade The company is also deploying LCD TV business.
This reporter learned that the prices of LCD panels have been falling all the way in the first half of this year, leading many companies to start stocking. “This has led directly to the improvement of corporate inventories.” Hao Yabin, deputy secretary-general of the China Electronics Industry Association, told the “China Electronics News” reporter.
In addition, over-expectation of specific products is one of the reasons for the current market inventory. Taking LED TV as an example, DisplaySearch Greater China President Xie Qinyi said that based on the global shipment of 3.6 million LED TVs in 2009, LED TV shipments are expected to reach 35 million this year as the price of LED backlight modules continues to decline. Taiwan, accounting for 20% of global LCD TV shipments.
At the same time, research companies in the Yikang, Ovid Consulting also constantly updated the LED TV market expectations, from the annual sales of 3 million units earlier this year up to the current nearly 10 million units. This directly led to the enthusiasm of companies chasing LED TV unabated, while causing the traditional CCFL (cold-cathode fluorescent tube) LCD TVs have a certain degree of slow-moving.

The product will be fully upgraded

Excessive inventory also leaves mainland companies with reservations in the process of going to Taiwan. The reporter learned that before the eight color TV manufacturers went to Taiwan to purchase the panel, there was a willingness of up to 30% to purchase LED panels. However, due to the constraints imposed by the upstream LED chips, even panel makers such as AUO and Chi Mei cannot guarantee that sufficient LED panels will be provided to mainland enterprises.
Hao Yabin told the reporter: "After this time, domestic companies will focus on digesting inventory."
"This year's National Day will be the best time for us to digest the inventory of traditional CCFL LCD TVs." Liu Weizhi, general manager of marketing of Skyworth Group, said that Skyworth Group has set a target of 30% of its overall sales of LED-backlit LCD TVs for the whole year. In addition, Skyworth also cooperated with panel giant LGD to ensure the supply of panels, and began to lay out in LED backlight modules and more upstream LED chips.
TCL Multimedia China Business Center executive deputy general manager TCL Li Wei said in an interview with “China Electronics News” reporter that there are more and more products with fusion functions in the future. Under the trend of triple play, we will continue to introduce new technologies. Applied to Internet TV, such as LED backlight technology, full-system digital integrated machine, 3D display technology, etc.
The reporter was informed that due to the rapid increase in the number of LED TVs, the Chinese color TV market is facing a new round of industrial upgrading. The excessive inventory of TCL, Konka, etc., leading to unsatisfactory performance of mid-year reports is also reasonable. After this year's "Golden 9 Silver 10" traditional TV sales season, China's color TV industry is expected to achieve industry upgrading.
Hao Yabin concluded that as early as the end of last year, some enterprises switched to LED TV. In the first half of this year, this sign was even more obvious. From the current point of view, some companies' internal upgrade activities may trigger industry behavior, and China's color TV industry will also usher in a new era of flat-panel TVs.