LED LCD era will be ahead of Skyworth layout
"Suddenly, the spring breeze comes, and thousands of trees and pears bloom." In the high-profile LED industry, when it is facing high prices, technology needs to be improved, and changes too fast, its application in color TV is in full swing. LED LCD TVs began to increase in volume from October 2009, and the first blowout occurred in the May 1st holiday in 2010. However, this blowout is at the expense of domestic flat-panel TVs being weakened. Statistics show that with the centralized control of the LED industry chain and targeted centralized price cuts, in the small holiday of May this year, Samsung, Sony, Sharp as the representative of foreign flat-panel TVs, in the two major chain channels of Gome and Suning The share has recovered to 57%, while domestic flat-panel TVs, which previously accounted for more than 60% of the share, fell to 43%.
From CRT to liquid crystal, from CCFL liquid crystal to LED liquid crystal, the latter has gradually become more and more popular in the market. Under this industry trend, Skyworth has built its own LED industry chain through vertical integration of upstream industries, laying a first-mover advantage for its future. Zhang Xuebin, chairman of Skyworth's board of directors, said: "Compared with the investment scale of high-generation LCD panels of tens of billions of dollars, Skyworth is more willing to invest its own funds in the LED upstream field with low risk and higher return on investment."
At present, because of the strategic importance, advance layout (Shengwei in September 2009 finalized the LED LCD strategy), according to statistics, Skyworth has become the first brand in China's LED market with more than 25% of the overall market share.
In such a market where multiple generations of products and different technology selling points coexist, what is Skyworth's LED industry layout concept? How will it stabilize and deepen its advantages?
LED LCD TV acceleration
"The speed of LED LCDs replacing CCFL LCDs is somewhat unexpected, which makes some companies that have no early layout in this field unprepared," said Yang Dongwen, vice president of Skyworth.
According to a recent global TV shipment survey report by market research firm DisplaySearch, according to the global LED backlight LCD TV shipments of 3.6 million units in 2009, this year, with the continued decline in the price of LED backlight modules, LED backlight LCD TV shipments are expected to reach 35 million units, which is 20% of the world's 180 million LCD TVs.
According to the announcement issued by Skyworth Digital in April this year, more than 30% of the 7.5 million LCD TVs sold in the Chinese market in fiscal year 2010 will be LED LCDs. From the performance of this April and May Day holiday, The forecasts of market research institutions and color TV companies are somewhat conservative.
According to feedback from Gome and Suning first- and second-tier city stores, although the traditional CCFL LCD price has dropped sharply, its sales ratio has dropped to less than 60%, while the proportion of LED LCDs that have just been listed for less than one year is close. 40%.
For Skyworth, which has set a target of 30% LED shipments at the beginning of this year, its LED shipments have increased to nearly 50% during the May 1st period, accounting for the proportion of first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. It is increased to 70%, which is very close to foreign-funded tablets such as Samsung.
Xie Qinyi, vice president of Displaysearch Greater China, said: "The spread between the 40-inch LED backlight module and the same-size CCFL in the first quarter of 2010 dropped from $140 in the previous quarter to $100, and by the end of 2010, both ends. The spread will fall below $40."
Obviously, the adjustment of the price of upstream products has created conditions for the rapid rise of LEDs. Since mid-April this year, Skyworth, Hisense, Konka and other domestic color TV giants have launched a new round of LED backlight LCD promotion warfare nationwide. At present, the mainstream price of domestic 46-inch LED-backlit LCD TV has dropped to 8999 yuan.
Yang Dongwen said: "In the first-tier cities such as Beijing and Guangzhou, many consumers have directly selected LED-backlit LCD TVs with higher cost performance in upgrading from CRT to flat-panel TVs. China has become the largest market for LED LCD TVs."
In the case of rapid rise in LED LCD sales, very colorful electric manufacturers began to cut prices on traditional CCFL LCD TVs in April, or transferred them to the third and fourth-tier markets. It is worth noting that as the price ceiling of home appliances to the countryside color TV products has increased significantly to 7,000 yuan, some LED liquid crystals have also been included in the scope of home appliances to the countryside.
"From the development trend of the global TV industry, when the replacement of liquid crystals for CRT is coming to an end, newer technologies are needed to increase the added value of TV products, and LED backlight technology is the easiest way to achieve it from now on." Xie Qinyi said.
Vertical integration model of industrial chain
"The advance layout in the LCD TV field allowed Skyworth to surrender the best performance answer in the past 10 years in China's color TV industry in the fiscal year 2009, and the timely layout in the LED LCD field has made Skyworth the biggest winner of the LED LCD battle. The sub-industry upgrade Skyworth has won an 'early' word." Yang Dongwen said.
In fact, in the Chinese market, Hisense and South Korea's Samsung and LG were the first manufacturers to introduce LED LCD TVs. However, due to the high price of LED backlight modules and the existence of direct-type and side-entry technology competition, LED LCDs were The sales scale is small for a long time.
With the cost of the side-in LED technology that Samsung and LG mainly push down and become mainstream, the price difference between LED LCD and CCFL LCD is about 100 US dollars. Skyworth believes that the time to promote LED LCD has come and decisively attacked. In September 2009, Skyworth began to finalize the LED LCD strategy. Previously, the companies that were hesitant because of the slow promotion of LEDs were overtaken by Skyworth. After the promotion of Skyworth and foreign flat-panel giants such as Samsung and LG, LED LCDs, which began to increase in volume in September 2009, replaced CCFL-backlit LCD TVs. The speed is a bit too fast.
While other domestic brands are still hesitant to use the LED backlight technology, Skyworth, which is ahead of the side-entry LED backlight field, has become the winner of the LED LCD war by relying on cost-effective advantages.
Skyworth, which is laid out in advance, puts LEDs in the most important strategic position in the marketing process, and its layout in the LED upstream and application fields has also begun.
It is reported that Skyworth began to build a complete industrial chain from raw materials, components, modules and terminal products around the LED industry chain in October last year, and formed a complete industrial structure around the industrial chain, while LED lighting and commercial display screens Providing new opportunities for Skyworth.
In addition, the LED industry, including LED LCD TVs, has become the hottest investment field in China. In October 2009, after the National Development and Reform Commission and other relevant departments released the "Opinions on the Development of Semiconductor Lighting Energy-Saving Industry", the domestic LEDs were applied downstream. The investment in chips and substrate materials packaged upstream has begun to boom. Less than half a year after the announcement of the “Development Opinionsâ€, LED mid-upstream investment plans with a total scale of more than 60 billion yuan including Sanan Optoelectronics, Dehao Runda, Inspur and Tsinghua Tongfang have been launched, and the world’s four major American Cree, one of the LED chip manufacturers, has also begun to invest in the construction of an upstream plant in Huizhou.
Therefore, for China's LED LCD TV industry, this means that in the past, it was subject to the chip fields of European, American, Japanese and Korean companies. Due to the gradual improvement of domestic upstream industry support, domestic color TV giants will have Japanese and Korean companies such as Samsung. The same upstream external resources are very big benefits.
In fact, this LED liquid crystal replaces the CCFL liquid crystal, which is similar to the process in which the CRT was replaced. In the early days of LCD TV development, the global high-generation LCD panel technology was in the hands of a few panel giants in Japan, South Korea and Taiwan, resulting in the passiveness of the mainland flat panel from 2006 to 2007. In order to solve the problem of the core components of the panel, the mainland color TV giant had to build its own panel and LCD module. At the beginning, only Skyworth chose a vertically integrated mode of lower cost and higher efficiency, and participated in the upstream, achieving a stable supply of upstream LCD panels.
According to industry experts, LED represents the future development direction of LCD, and Skyworth's advance layout and market advantages in the LED LCD field have laid the preconditions for becoming the leading brand in the domestic color TV market in the next 5 to 10 years.
High Frequency Ferrite Transformer,Electric Transformer,Core Type Transformer,Frequency Transformer
IHUA INDUSTRIES CO.,LTD. , https://www.ihua-sensor.com