Since the beginning of 2009, LED backlight LCD TVs have appeared in the home appliance market and entered the consumer vision. LED backlight LCD TVs have begun their rapid growth path, especially in 2010, driven by domestic and foreign manufacturers, LED backlights. Source LCD TV market share has climbed all the way. According to Aowei Consulting (AVC) data, in the first half of 2010, the penetration rate of LED backlight LCD TVs increased from 3.7% in January to 10.6% in June, and the retail penetration increased from 9.0% to 19.6%. LED backlight LCD TVs show explosive growth.
Not every new technology, new product can win the favor of the market, and become a hot spot in the market in a short time and achieve rapid growth. There are four specific reasons behind the rapid growth of LED backlight LCD TV.
First, the four advantages of LED backlight technology to meet market demand
In 1962, the first red LED was born, marking a breakthrough in new semiconductor lighting technology. With the development of LED light source technology and related industries, LED has gradually broken through the bottleneck of service life and brightness, and has the advantages of energy saving and environmental protection. LED lighting and backlight as LCD have become the focus of LED manufacturers development and promotion. .
Compared with the current mainstream backlight CCFL, the advantages of LED backlight are very obvious, summed up mainly in four aspects:
First, LED backlights are 30-50% more energy efficient than CCFLs;
Second, the mercury-free production process of LEDs has environmental advantages over CCFL sources;
Third, the LED backlight is more conducive to the manufacture of ultra-thin LCD TVs, which can reduce the thickness of the TV to less than 1cm;
Fourth, the brightness uniformity of the LED light source, the red light reduction of color is much better than the CCFL product.
The advantages of LED backlight LCD TV make its promotion not only meet the consumer's demand for color TV picture quality, but also create better social benefits, which is an important factor for its success.
Second, technological progress promotes LED backlight LCD TVs to market
As an important part of the electronics industry, the continuous advancement of related technologies is also driving the continuous upgrading of the TV market, from black and white TV to color TV, from CRT to flat-panel TV, from CCFL backlight to LED backlight, from LCD to OLED. Evolution, the reality of these history is based on major technological advances. After the LED backlight enters the market operation in the sidelight mode, the technical advantages of LED itself can be utilized and utilized. It is inevitable that LED backlight LCD TV will become a hot spot in the market. .
Third, the need for business and marketing strategies to strengthen the promotion of manufacturers
In the past ten years of the development of LCD TVs, the ever-decreasing product prices have always impacted the profits of industrial chain manufacturers. Only through technology upgrades and product updates can we achieve a medium-volume price increase and a low profit margin. At the beginning of 2009, Samsung and Hisense were the first to introduce LED backlight LCD TVs. From April to October in 2009, foreign brands took advantage of Samsung brand, industry and product advantages to occupy market position; domestic brands actively followed up, such as Hisense, Skyworth and other domestic brands. LED series products have been launched. Aowei Consulting (AVC) data show: In the first half of 2010 alone, 149 new LED backlight TVs were added, accounting for 39% of the listed models, while the proportion of LED backlight TVs in new products such as Konka and Skyworth exceeded 50%.
Statistics on new LED models in the first half of 2010
Fourth, the price has dropped sharply, promoting the scale of products
Behind the growth of LED backlight LCD TV sales, the average price is falling. According to Aowei Consulting (AVC) data, from January to June 2010, the average price of LED backlight LCD TVs dropped across the board. The 32-inch and 24-inch prices dropped by 20%, and the 37-inch and 46-inch prices fell by 16%. Among them, the overall decline of small and medium size is the largest, and the increase of small and medium size products also drives down the average retail price of LED TVs.
Comparison of LCD TV price declines from January to June 2010
The rapid development of the LED backlight LCD TV market has also brought about a series of related problems. These problems have made the resource integration capability of manufacturers become the focus of urgent attention and solution, and also become an important weight for gaining advantages in competition. Aowei Consulting (AVC) believes that the problems of the LED backlight LCD TV market in mainland China are mainly concentrated in the following four aspects:
First, the lack of LED backlight core technology: high-brightness LED epitaxial wafer production technology, high-brightness LED packaging technology, light guide plate design and production technology is the most important factor limiting the development of LED backlight;
Second, the lack of LED backlight industrialization capabilities: At present, China's LED industry is mainly concentrated in lighting, while the scale of enterprises is not large, the lack of both the panel and LED development of the enterprise, resulting in the cooperation between enterprises in the technical and industrial direction Lower, not conducive to the construction and development of the LED backlight industry chain;
Third, the whole machine and panel enterprises are small and scattered, and the panel supporting industrial chain is not perfect: At present, there are fewer panel lines that have achieved production capacity in China, and they are mainly concentrated below the 6th generation line. The relevant industry supporting facilities are still not perfect. To a certain extent, it has affected the construction of the LED backlight TV industry chain;
Fourth, domestic enterprise module capacity preparation is insufficient, the processing and integration ability in OPENCELL in the early stage is not strong, and it has become the bottleneck of the development of domestic LED backlight TV to a certain extent.
Although the development of LED backlight industry in mainland China restricts the development of the market to a certain extent, it is constantly improving based on the industrial chain and the status of China's TV manufacturing industry and retail industry in the international market. LED backlight LCD TV market Development will usher in new developments. According to its own data and forecasts, Aowei Consulting (AVC) believes that the future LED backlight LCD TV market will show the following trends:
First, LED backlight LCD TV continues to develop at a high speed, penetration rate exceeded 50% at the end of 2011
Driven by the increase in upstream panels, the active promotion of brand companies, the gradual popularization of product prices and consumer recognition, the explosive growth of LED backlight LCD TVs in 2010 will continue. According to AVC Consulting (AVC), the penetration rate of LED backlight LCD TVs will reach 14% in 2010 and will reach 25% by the end of the year.
LED TV scale forecast for 2010-2011
Second, based on cost progress, holiday price reduction has become an important node for price decline
LED backlight LCD TV has become the focus of corporate promotion, and every time during the gold promotion period, it plays a key role in promotion. The fierce competition between enterprises has caused prices to continue to fall. However, from the perspective of mainstream consumption size, most of the current 40-inch LED products and CCFL product price ratios are maintained between 1.6 and 1.8 times, while driving consumers to purchase LED products. The factor can't support the price difference of more than 50%, and the price of LED products will continue to drop. And festivals are an important node for companies to seize promotions.
Third, the production capacity of upstream materials and equipment will continue to increase the LED market in the short term.
Domestic and foreign companies are fully promoting LED backlight LCD TVs, and the rapid growth of scale has caused tensions in upstream resources. Due to the shortage of main materials such as sapphire and light guide plate of LED backlight, the main push time of Sony and Sharp LED products in the Chinese market has been delayed. On the other hand, LED epitaxial wafer equipment manufacturers have insufficient capacity, and the current large-scale delivery of major equipment will also be concentrated at the end of this year and early next year. The influence of the upstream materials and manufacturing equipment makes it impossible for the LED panel production capacity to be solved in a short time in a short period of time.
The development of LED backlight LCD TV is the current development direction of the entire color TV industry. It also requires the joint efforts of the entire industry to promote the healthy development of the entire industry. Ovid Consulting (AVC) recommends:
1. Relevant enterprises and industry associations should strengthen the LED industry planning and subsidize backlight applications while strengthening the company's own industrial layout. Balance lighting and backlight production capacity to prevent overcapacity of LED production capacity;
2. The whole machine manufacturer should strengthen the cooperation of materials and panel enterprises, improve the development and scale of OPENCELL, and improve the integration of the industry chain;
3. The whole machine manufacturer, especially the domestic manufacturer, should rationally lay out the LED and CCFL product structure based on the resource status. The investment and promotion of LED must be based on its own resource integration capability. It must be seen that CCFL is still the market for a long time to come. The main products, the whole machine enterprise must coordinate the relationship between the smooth adjustment of product structure and the overall profitability of the product line.
4. For specific market segments, launch LED lower products, improve the cost performance of LED products, and meet the needs of consumers in different markets.
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