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On the retail side, price is the most fundamental factor that directly affects LED-backlit LCD TVs. At the beginning of the LED in early 2009, ZDC had conducted consumer surveys, and 85% of respondents thought that the price was the biggest disadvantage of LED-backlit LCD TVs. And this disadvantage is gradually being compensated.
At present, the price difference between LED-backlit LCD TVs and traditional CCFL-backlit LCD TVs is shrinking day by day, especially in the small-size segment, and there are many hot-selling LED backlight models with very low prices.
ZDC monitoring data shows that the average price of 32-inch LED-backlit LCD TVs sold by major brands is currently 3000-4000 yuan, and the average price difference with CCFL backlight products is about 1,000 yuan. For example, the price difference between Hisense's LED and CCFL backlight products, which are mainly LED backlight products, is only 35 yuan, and the average price is less than 3,000 yuan. The average price of 32-inch LED backlight products of local brands such as Skyworth, Changhong and Konka is less than RMB 3,500.
Currently 42 inches and 46 inches are also the mainstream size segments on the market. The average price of each brand of 42-inch LED-backlit LCD TVs is around 6,000 yuan, and the average price of CCFL backlight products is mostly within 2,000 yuan; the average price of 46-inch products The difference is also more than 3,000 yuan. Even some brands such as Skyworth's 46-inch LED backlight products have an average price of only 6,567 yuan, and Hisense's 46-inch LED backlight products have an average price of less than 8,000 yuan.
The price of LED-backlit LCD TVs is becoming more and more competitive, and its size has dropped to 1.5 times for traditional products in large-scale areas, and large-scale replacement will continue to accelerate.
At the same time, in various holiday promotions, LED-backlit LCD TVs have also become one of the protagonists of promotional advertising in major stores. As the current May 1 is near, the promotion activities of the two major stores in Beijing Gome and Suning have also started early. Suning has already said that the 32-inch LED TV in this promotion is priced at around 2,100 yuan, and the 42-inch LED TV is moving toward the 3,800 yuan mark. Coupled with a wealth of gifts, the price-performance of LED-backlit LCD TVs has not been the same, and the speed of popularization has further accelerated.
Now LED backlight LCD is in full swing. In the next two years, what kind of road will LED backlight products go along?
3 LED backlight TV's future
3.1 Three-four-line market has become a new key promotion area
LED-backlit LCD TVs were previously subject to price constraints, with the first- and second-tier markets as the key promotion markets, while the proportion of home appliances to the countryside was relatively low.
Previously, Zhongyikang data showed that the sales volume of China's color TV market in January 2011 decreased by 2.8% in the primary market, while the tertiary market and the fourth-tier market increased by 16.34% and 11.64% respectively. The third- and fourth-tier markets are still huge. The potential remains to be tapped. Although the overall growth rate of LCD TVs in China is currently slowing down, there are still a large number of CRT TVs still to be replaced in the third and fourth-tier markets, including the vast rural market. This part of the market will also be the next focus of LED-backlit LCD TVs.
Therefore, it can be foreseen that the mainstream LCD TV manufacturers will undoubtedly further increase the proportion of LED-backlit LCD TVs in the home appliances to the countryside, and increase the proportion of LED backlight products in the third- and fourth-tier stores.
3.2 Prices continue to fall and profit margins shrink
The shipment price of LED backlight modules will continue to decline as expected, and the price difference with CCFL backlight modules will also be reduced to $50 by the end of 2011. Driven by this, coupled with increased market demand, the price of LED-backlit LCD TVs will continue to decline, and large-size products will become the focus of the next round of price reduction promotions. It is expected that by the end of 2011, the price difference between 42-47-inch LED backlight products and CCFL backlight products will generally shrink to within 1,000 yuan, and the market area within 37 inches will be fully covered by LED backlight products. It is foreseeable that the price war in the field of LED-backlit LCD TVs will further intensify and the profit margin will gradually become thinner.
3.3 Ultimately facing the replacement of updated technology
In fact, LCD TV manufacturers are now looking for new profit growth points. One is a 3D display with Sony as the leading brand, and the other is a smart TV with a Korean brand such as Samsung and LG. LED backlights are in fact not in conflict with these new technologies, and many new products such as "LED Backlit 3D Smart TVs" have appeared in this spring. However, these new profit growth points or new technology selling points still face many obstacles from content and from the policy environment. LCD TV manufacturers or upstream display equipment manufacturers with real vision and technical research and development capabilities will never give up the technology research and development of the screen itself.
At present, OLED is the new technology that is most likely to replace LCD screens. Although OLED currently only has a few companies with strong capital technology, it is still investing in R&D. However, several OLED TV production lines are currently under construction, and mass production is expected to be completed before 2012. At the same time, some panel makers are preparing to actively participate. Although the current application focus of OLED display is still applied to small-sized display fields such as high-end mobile phones, in two or three years, its technology in the large-scale field will be more mature and stable, and the yield rate will also be significantly improved. At that time, LED backlighting will be upgraded as a transitional display technology, and its mission will come to an end. Technology is continuously moving forward, and more sophisticated display technologies are bound to emerge.
4 Conclusion
Although the LED-backlit LCD TV has already stood in the middle of the stage, it can only be regarded as a preliminary victory. How to get out of the first- and second-tier markets and conquer the wider mass consumer group with its excellent image quality, environmental protection and energy-saving characteristics and excellent cost performance is the key to fully replacing CCFL backlight products. LED-backlit LCD TVs still have a long way to go, who is the hero of the post-LED backlight LCD TV era? We will wait and see.
The current hot words in the field of LCD TVs seem to have become "3D TV", "smart TV", etc., but we will also find that most of the hot new products introduced by manufacturers also use LED as a standard configuration. Let's take a look at what forces push LED-backlit LCD TVs to finally stand in the middle of the stage. What kind of future is the LED-backlit LCD TV after the rapid development?
1 LED backlit LCD TV is the protagonist
In fact, just a year ago, LED-backlit LCD TVs were still a "semi-innovative" product with uncertain future. Because there is no essential change in TV display technology, and its energy-saving effects cannot be accurately measured, many people in the industry The outlook for LED-backlit LCD TVs is skeptical. But today, LED-backlit LCD TVs have undoubtedly become the protagonist.
Now entering the TV store, LED backlights seem to be no longer a new technology for promoters to attract attention. On the one hand, consumers' awareness of LED backlights has been greatly improved compared with a year ago. On the other hand, most of the new LCD TV manufacturers have added 3D display or smart open system based on LED backlight. LED backlight has been Become the standard configuration for most new products.
LED-backlit LCD TVs have entered a period of rapid growth since 2010. Both the number of LED backlight models and the user attention of LED-backlit LCD TVs have shown a linear upward trend. By April 2011 (as of April 24, the same below), 43.7% of the products sold in the LCD TV market in China were LED backlight products, an increase of 28.6% over the previous year. The proportion of attention shows a more rapid upward trend. In 2011, LED-backlit LCD TVs attracted more than half of the consumers' attention and officially became the protagonist of the Chinese LCD TV market. In April, it broke the 60% mark. The popularity of LED-backlit LCD TVs has become irreversible, and the speed with which LED backlights have eliminated traditional CCFL backlights is accelerating.
LED-backlit LCD TVs are rapidly spreading in an irreversible manner, and there must be multiple forces behind them. The following ZDC will analyze from the perspective of the industry chain.
2 The middle and lower reaches of the industrial chain will jointly push LED-backlit LCD TVs to the center of the stage.
2.1 Upstream key components are stable and price cuts
One of the most important factors that has previously hampered the popularity of LED-backlit LCD TVs is that their products are significantly more expensive than CCFL backlights.
The factor that directly leads to the high price of LED backlight products is the high price of LED backlight modules. Since 2010, the price of LED backlight modules has dropped rapidly, and the price difference with CCFL backlight modules has been shrinking.
According to DisplaySearch's monitoring data, the price of the global 40-42-inch 120Hz edge LED backlight module has dropped to US$317 in April 2011 (as of April 21), a decrease of US$63 compared with six months ago. The price difference of the backlight module was also pulled into the $85. It is expected to shrink to $50 by the end of 2011.
The decline in the cost of LED backlight modules has wiped out the worries of LCD TV manufacturers and pushed the price of LED-backlit LCD TVs to drop rapidly. The mainstream manufacturers of LCD TVs are also more concerned about accelerating the increase in the weight of LED backlight products in new products.
2.2 The promotion of the middle and lower reaches
In China, LCD TVs are similar to other home appliances, and almost all local brands and most foreign brands are in a fierce price war. It should be said that the profit margin of traditional CCFL backlit LCD TVs has been as thin as paper. In addition, since December 1, 2010, the national mandatory standard “flat-panel TV energy efficiency limit value and energy efficiency rating†has been officially implemented. LCD TVs with energy efficiency below 0.6 will not be able to enter the market. Many traditional CCFL products with lower energy efficiency are faced. The fate of being eliminated.
Whether it is for the purpose of seeking new profit margins or responding to national policies, Chinese LCD TV manufacturers are even more determined to take the LED backlight road. Throughout the second half of 2010, we will find that many mainstream LCD TV manufacturers are actively cleaning up CCFL product inventory and launching a variety of new products with LED backlight as standard.
For example, Hisense has always used LED-backlit LCD TVs as its core business. According to Zhongyikang data, LED-backlit LCD TVs accounted for about half of Hisense’s total sales in the fourth quarter of 2010, with sales accounting for 60%, and sales in the first quarter of 2011 increased to 70%. %the above.
The Hisense Annual Report data shows that its gross profit margin for domestic sales in the second half of 2010 reached 24.3%, and the net profit margin was as high as 6.4%, far exceeding expectations.
The promotion of retail terminals and the decline in prices have directly affected the market share. LED-backlit LCD TVs not only occupy a more important position in the production field, but also have become the focus of promotion and the main source of performance in retail terminals.
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