"Domestic color TVs are not good this year." Many mainland color TV manufacturers have recently lamented. Due to the collective downward adjustment of the price of liquid crystal panels in recent months, the price loss of mainland color TV inventory products has continued to increase. A number of mainland color TV manufacturers responsible for the confession, the company faced the pressure of falling prices caused by inventory and LCD panel price cuts, but did not disclose how much the loss surface.
The more serious problem is that the current flat-panel market in China's first- and second-tier cities should be basically saturated, the market growth rate is declining, the market has matured, and it is unlikely that there will be such rapid growth as in 2008 and 2009. The final imprisonment of the domestic brand of the market is currently being eroded by foreign brands. In the face of a large number of CCFL LCD TV stocks, the price of upstream panels is declining and the price of foreign-brand LCD TVs has seized market share. This year, domestic TV brands are in a difficult situation.
The anti-monopoly lawsuits currently being launched by the United States against LCD panel giants in Japan, South Korea and Taiwan also reflect the market paralysis faced by mainland color TV manufacturers lacking control over upstream resources. On August 6, the US New York State Attorney General accused panel companies in Japan, South Korea and Taiwan of China of jointly manipulating prices for 10 years, and the damages and civil penalties caused by the conspiracy were investigated, including the recovery of illegal premiums. The LCD panel manufacturers that have been sued include AU Optronics, Chi Mei Optoelectronics, CMO, Hitachi, Sharp, Toshiba, LG, Samsung and other eight LCD panel giants. The allegations pointed out that these companies formed a price monopoly system in 10 years, controlling a market share of 90 billion US dollars and 90% of the LCD panel market.
On the one hand, mainland color TV companies mostly rush to purchase a large amount of panel resources before the peak season of product sales, in order to cope with the seasonally enlarged market capacity, but LCD panel manufacturers have to reduce the price of panel resources after the mainland enterprises complete the procurement. The panel resources of mainland enterprises purchase a heavy “cost difference†and eventually form an inventory product. On the other hand, due to the pricing power of panel resources, foreign-funded color TV enterprises have realized profit in the panel sales, and the color TV machine only serves as a It is a tool to clamp up color TV companies in mainland China.
The price war was once the killer of the domestic brand hegemony market. Domestic brands have indeed marginalized foreign brands by price wars, but now they have become a weapon for foreign brands to deal with domestic brands. In the TV promotion campaign during this year's World Cup in South Africa, although domestic brands have achieved some results, they are much worse than the results of foreign brands. One of the most important reasons is that the price reduction of foreign brands during the World Cup is very strong. Big.
In fact, since the New Year's Day this year, foreign-funded home appliances with high-end image and high prices have been put down, reducing the price of products by 20%-30%. The price has approached domestic brands, and some products are even lower. Also launched a large number of low-end products, trying to erode China's third-four and rural flat-panel market.
Take Sharp as an example. In this year's bidding for home appliances to the countryside, Sharp has won several products at the same time, which was unimaginable in the past. Last month, Sharp said it would expand its share of the Chinese LCD market to 10%. Industry experts generally believe that in order to increase sales targets, foreign capital may introduce more cost-effective products. A former Sharp executive also said that if Sharp can make the product price range more abundant, it will not be difficult to achieve the 10% target.
Samsung and Sony have also said that they will increase investment in the Chinese market in the future. A series of trends indicate that the strategy of foreign brands for the Chinese market has begun to turn. On the one hand, it actively develops and introduces new technologies. In the near future, it mainly uses 3D and FULL LEDs. And other technologies to lead and maintain its high-end image; on the other hand, to seize the market with low-end and CCFL backlight LCD TVs, and even provoke price wars to further grab the share of domestic companies.
Therefore, the price reduction of foreign brands is different from the past. It is not just a temporary promotion price reduction. It is more likely to become a normal state in the future. Domestic brands should take countermeasures against this situation.
Color TV manufacturers may start the 11th commercial war ahead of schedule
Although price reduction promotion means losing money, color TV manufacturers have to cut prices to clear inventory. If they can't clean up CCFL LCD TV inventory before eleven, they will fall into a more passive situation during the eleventh period: inventory is unclear, LED TV can't Rally, price reduction promotion, otherwise the inventory is difficult to clear; LED TV does not cut prices, will inevitably give other manufacturers a head start.
“Domestic enterprises are now busy digesting their inventories. At the end of the first half of the year, the inventory pressure of the industry is about two months, which is within the inventory of enterprises and channels.†Yu Liangxing, general manager of the professional investigation agency Aowei Consulting, was interviewed by the media. At the time, the reasonable inventory of color TV operation was around 4-5 weeks, which means that the company exceeded the safety inventory for one month, that is, more than 3 million units.
The inventory of 3 million units, the price cuts with foreign brands, and the accelerated decline in the price of upstream panels have combined to form the triple pressure of domestic color TV competition and industrial upgrading. If you want to cut the price before the National Day, it means that the loss of the price of hundreds of millions of dollars, "the company must make up the loss of the panel price, plus the price reduction of its own products. This loss is indeed not small, but can not afford to lose Keep the product in the warehouse," the industry said.
Dong Lihui, manager of Guangzhou Gome Guangxuan, said that coincides with the anniversary of the country, the decline of color TV is now around one or two. However, he believes that the price cuts for the Golden Week in September may reach about 30%, and color TV companies hope to digest their own stocks at this time. Huang Lijie, a director of Phillip Securities, also pointed out in the report that the price reduction of mainland color TV manufacturers was advanced to early August, and the decline was staggering.
Therefore, due to multiple pressures, this year's 11th commercial war in the color TV industry may be earlier than in previous years, and the preferential strength will be even greater.
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