Domestic enterprises increase LED input to passively follow Japanese companies

Sony abandons production and sales of OLED TVs, Matsushita strengthens the proportion of LCD TV shipments, and Toshiba's low-key technology upgrades evade vertical gate incidents. Japanese manufacturers have shifted to the LED (light emitting diode) field and raised their shipment expectations this year. , Look forward to gaining market discourse power from the LED TV market.
This is a strategic adjustment made by Japanese companies based on the rapid development of the global flat panel market, especially the Chinese market. There are two main reasons for this adjustment: First, the cost of LED raw materials fell sharply. Japanese companies saw large-scale production of low-cost LED TVs. Second, Korean companies Samsung and LG increased investment in the LED field and triggered Chinese companies. With large-scale follow-up, the upstream and downstream industries have formed a good atmosphere conducive to the development of LED TVs.

Japanese companies passively follow the LED

During this period, Sony, Toshiba, Sharp and other Japanese TV manufacturers have intentionally increased the proportion of LED TVs in new products. Statistics show that LED models account for 20%-30% of LCD TVs.
In an interview with a reporter from China Electronics News, Sony CEO of the Consumer Electronics Business Division of Sony (China) Co., Ltd. Zhishun Zhishu said: “There are 10 LED models among the 26 new products released by Sony at the beginning of the year.” Not long before, Toshiba released There are 2 LED TVs in the 9 LCD TVs and it is revealed that more LED TVs will be introduced.
The reporter learned that Sony plans to sell 600,000 LED LCD TVs this year (as of the end of March 2010). The next fiscal year (April 2010-March 2011) plans to increase sales volume to 10 times this year. The scale of 6 million units. In addition to Sony, Toshiba has significantly increased the sales target of LED LCD TVs to 4.5 million units. Sharp also plans to increase the proportion of LED models in LCD TVs by more than 20% in the next fiscal year. In addition, Panasonic also plans to increase the proportion of LED models to 30% in the next fiscal year.
In the process of transition from CRT (CRT) to flat panel, Japanese companies are generally slower than Korean manufacturers. As a result, Sharp is the only Japanese company that has mastered LCD TV patents. Although Sony and Toshiba have increased the productivity of LED TVs, they do not rule out passive follow-up.
The 3D heat at the beginning of this year made Sony actively follow up, and the LED TV can be transformed to exactly represent 3D images. In order to develop LED, Sony has stopped producing and selling OLED (Organic Light Emitting Diode) televisions that have been highly anticipated by the outside world.
In 2009, Toshiba TV had problems with vertical line doors, black screens, and patterns. In the following half year, Toshiba released only a few symbolic products in the TV field. There was no major action. Toshiba urgently needs to change its market image through technological upgrading, and LED is a good choice.

Raw material price reduction is pushing hand

The passiveness of not controlling the right to speak makes Sony, Toshiba and other Japanese manufacturers struggle, but they have no choice but to brave their heads for transformation. However, Japanese manufacturers are able to transform collectively, and there is also the promotion of the intrinsic factors of lowering prices of raw materials.
The reporter learned that the main reason for the reduction in the composition of LED backlight modules is that the rapid increase in shipments has led to a corresponding reduction in the prices of LED chips and materials. At the same time, the increase in LED luminous efficiency has also reduced the number of LED chips used. Research company DisplaySearch statistics show that the price of 40-inch LED backlight module was close to 1,000 US dollars in early 2009, and its price has dropped to 436 US dollars, and the price difference with the same-size CCFL (cold cathode fluorescent lamp) LCD module is less than 100 US dollars. . It is expected that by the end of this year, the price difference between the two parties will fall within 20 US dollars. The price of 46-inch LED backlight module products will also be reduced to about 1.5 times the price of traditional products.
DisplaySearchLED backlight board market and technology analyst KevinKwak told the "China Electronics News" reporter: "We predict that the cost of 40-inch LED backlight module will be reduced to 100 US dollars in the fourth quarter of this year. Before the end of 2011, LED and CCFL backlight price difference It will be reduced to $50."
At the same time, Peng Shuanglang, the global vice president of Taiwanese company AUO, recently stated that the price of mainstream LED-backlit TVs will fall to 1.5 times that of CCFL-backlit TVs of the same size this year. In 2009, LED-backlit TVs cost twice as much as CCFL-backlit TVs of the same size. According to AUO's shipment forecast, the shipment of LED-backlit TVs this year will be 10 times that of last year.

Domestic enterprises launch popular war

The LED LCD TV market is surging and there were signs in the last year. Last year, Samsung's ultra-thin LED LCD TVs have been launched in China, setting off LED fever. Subsequently, the domestic machine companies continued to market ultra-thin LED TVs, and their technical R&D strength was further enhanced.
On this basis, Hisense and Tongfang have the independent technology and manufacturing capabilities of LED backlights. Skyworth, Konka, TCL and other companies have the manufacturing capabilities of LED backlight modules.
In 2009, the domestic machine companies Hisense and Skyworth made plans for the transition from traditional CCFL TVs to LED TVs. Konka, TCL, Changhong and other brands also actively followed up, and Philips, Toshiba, and Sony were not very active in this regard. .
Earlier this year, the price reduction of raw materials revitalized the industry chain. Although Sony, Toshiba, and Panasonic quickly increased the shipment expectation of LED TVs, the rhythm still slowed down. According to research firm LEDinside, global shipments of LED-backlit TVs are expected to reach 39 million units in 2010, of which Samsung will have 10 million shipments, accounting for one-third of the global market share. Another Korean company, LG, is shipping. The volume will also be significantly increased to 5 million units, Sharp shipments similar to LG. In this way, the market space reserved for other brands is only about 10 million units.
The Liu Weizhi, General Manager of China Regional Marketing Headquarters of Skyworth Group, Huang Xinzhong, General Manager of Marketing Department of Konka Multimedia Marketing Division, and Tao Nan, Marketing Director of TCL Multimedia, all said in an interview that in 2010, the proportion of LED TV shipments will increase, probably 20%-30% of products are LED TVs.
If domestic LED TV shipments are calculated according to the above-mentioned minimum line of 20%, there are also 5 to 6 million units. From this point of view, the market space of Sony, Toshiba and other Japanese companies that have started behind LED TV strategy is not much.