Flat-panel TV volume growth LED market fully launched

Since January 2005, the China Electronics Chamber of Commerce and China Household Appliances Market Joint Research Group have started to conduct continuous tracking research on the changes in domestic flat-panel TV consumer demand, and publicly released report data every quarter. Recently, China Electronics The Chamber of Commerce announced the "2009 Quarterly Report on the Survey of Consumer Status of Flat-panel TV Cities in China". It is not difficult to see from the report that in the last quarter of this year, flat-panel TV consumption will continue to grow, and the LED TV market will be fully launched.

    Flat-panel TV consumption will increase in volume in the fourth quarter

    According to the report, the demand for flat-panel TVs in China's urban market continued to grow steadily in the third quarter of 2009, an increase of more than 20% in 2008, but the growth was less than expected. In the third quarter of last year, during the Olympic Games, the scope of promotional activities was relatively high. Big, and this year's "11" and "Mid-Autumn Festival" eight-day long vacation has attracted more urban consumer demand. The report pointed out that flat-panel TV consumption will increase in the fourth quarter, and color TV companies agree with this. Many companies said that the demand for flat-panel TVs will continue to increase in the last quarter.

    In addition, although the global financial crisis has little impact on the demand for flat-panel TVs in the domestic market, the impact on color TV companies is obvious, especially for foreign brands, which are inferior to the sales share of domestic brands. With the influence of foreign brands in the world, the expansion of the domestic market slowed down, and the sales share plummeted. As the financial crisis subsided, the share of foreign brands in the third quarter of 2009 has rebounded to 32%. The share of foreign brands during the National Day and Mid-Autumn Festival this year has rebounded to 50%, which is in line with domestic brands.

    The price gap between LCD and plasma products of the same size has narrowed

    In 2009, while flat-panel TVs continued to increase in volume, the price performance was stable. The average decline in January-August was less than 10%. In 2008, the flat-panel TV price dropped by about 30%, which also indicates the flat-panel TV products. The profit margin is relatively small, especially for flat-panel TV products of 46 inches and below, and it is developing towards high value-added or technological innovation. From the perspective of different product categories, the price level of LCD TVs and plasma TVs of the same size is also shrinking. As of August 2009, the price difference between the 32-inch, 42-inch LCD and plasma TVs of the main sales is less than 300 yuan. It can be seen that the price advantage of plasma TV has been weakened. However, the price advantage of plasma on large-size TVs still exists, especially on TVs of 50 inches or more, the price difference remains at around 5,000 yuan. However, it is expected that with the Changhong plasma panel put into production, the domestic plasma TV market share will increase in the domestic market.

    LED TV market is fully launched

    LED TV has become the new favorite of flat-panel TV consumer demand in 2009. Since the first launch of Hisense in 2008, the market awareness has gradually deepened under the promotion of major color TV companies, and consumers have begun to accept LED TVs. The reporter learned from Suning that during the National Day Golden Week this year, the LED LCD TVs, which are highly respected by the industry, began to attract more attention from manufacturers and consumers. In addition to Samsung's 6000/7000/8000 series, LG and Sharp are also on National Day. During the period, the company launched its LED products; domestic brands such as Hisense, Skyworth, Konka's new LED products also started to go public on the National Day, and were recognized by consumers. According to the report, according to the survey data, the expected purchase rate of LED TVs has increased sharply. It is expected that the domestic urban market demand will reach 4 million units in 2010, and will account for more than 30% of flat-panel TV demand by 2011. And very colorful electric companies also said that LED TV is the mainstream development trend in the future, many brands will also launch more LED new products in the last quarter to seize the market.

    However, the price factor is still a major factor affecting the amount of LED TVs. Compared with ordinary LCD TVs, the price level of LED products is 30%-50% higher. From the brand's point of view, Skyworth, Samsung, Toshiba, Sharp, Tsinghua Tongfang, Haier, Konka and other Chinese and foreign brands have basically launched the corresponding products, the competition situation is emerging, the price will become the weapon of the brand LED TV to seize the market.

Home appliances to the countryside to promote color TV consumption in the third and fourth grade markets

    In addition, according to the latest statistics, after the third bidding of home appliances to the countryside in May 2009, the impact on the domestic market gradually revealed that the rural TV products accounted for 16% of the total sales of color TVs in the first three quarters. Driven by the policy of home appliances to the countryside, the growth rate of small-size color TVs has remained at a relatively high level. It has opened another channel for the large-size color TV market, and the sales growth rate is higher than ever. If the price limit for home appliances to the countryside is removed, the sales of flat-panel TVs will also increase significantly. Taking 32-inch as an example, all of them are LCD TVs. After the rapid growth of LCD TVs in 2006, the growth rate slowed down rapidly in 2007-2008. By the end of 2008, the growth rate was only 13%, while the growth rate of 90% in 2009 mainly relied on The stimulation of home appliances to the countryside policy.

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