It is necessary to start TV as soon as possible to start color TV prices have become a foregone conclusion

After experiencing an unprecedented round of fierce price wars, the profits of color TV products have been squeezed by the Internet's “superpowers,” and almost nothing left. Recently, they were affected by the rising costs of upstream components. The "thin" color TV industry could no longer sit still, and the industry immediately sounded a "loud voice": color TV prices almost "fearless, had to send."




In the past two months, the price of LCD panels as one of the core components of color TVs has been rising, especially for small-sized panels. According to IHS data, the maximum increase of 32-inch 720P LCD panel is 11 US dollars, the highest offer is 74 US dollars; 40 inches 1080P LCD panel, the highest increase is also 11 US dollars, the highest offer is 100 US dollars; 43 inches 1080P LCD panel highest increase of 11 US dollars The highest offer is $114.

In addition to the significant increase in the size of small-size panels, the prices of mid-to-high-end large-size UHD LCD panels also rose to varying degrees. Among them, 49-inch UHD panels rose 4 US dollars, the highest offer 142 US dollars; 55-inch UHD panel prices rose 1 US dollars, the highest offer 194 US dollars.

This lack of supply is the main reason for panel prices. The earthquake at the beginning of the year in Kaohsiung, Taiwan, led to a major setback in the panel supplier Qunchuang production line at the site of the disaster, resulting in a significant drop in shipments of the 5.5th generation and 6th generation line products. Samsung, another panel supplier, was affected by the 0.4t glass conversion in the first quarter and the unsuccessful introduction of the BCS process, which resulted in a significant decline in the yield of SDC panels, and the output has reached historical lows for three consecutive months. The consulting agency predicts that Q2 LCD panel shipments will gradually pick up, but because panel makers are interested in adjusting the supply scale and product structure, the volume will still decline year-on-year.

The overall rise of the panel directly affects the overall profit of the TV. From the sales of the color TV market in the first half of the year, it can be seen that the days of the entire industry are not too good: In the first half of 2016, the volume of retail sales in the China color TV market was 23.51 million units, a year-on-year increase. 6.9%, but under the Internet company's spoilage, the color TV industry profits further decline, the first half of the Chinese color TV market retail sales 71 billion yuan, down 4.0%, the average retail price fell 10.2% to 3,020 yuan. The color TV industry presents a situation of “increasing revenue without increasing income”. Some industry insiders have even sent out the helpless voice of “selling color TV sets rather than selling cabbage”.

Due to the long-term price war in the market, the price of TV has almost reached the bottom, plus the rise in panel prices has provided sufficient reasons and conditions for the overall price increase of TV manufacturers. Several traditional TV manufacturers have released the brilliance of price increases. At the end, there is a strong willingness to bounce. Even the Internet companies that have always played "spoilers" are unable to withstand the trend of color TV prices. Under great cost pressures, LeTV also issued an announcement that it will supervise the 4th generation of LeTV after the September 19th Music Festival. The price of TV models has been raised by 100-200 yuan.

"When the color TV has reached the price increase, a large increase in cost, the average profit margin of two color TV is much lower than the white, but the overall price increase is unlikely," said Liu Buchen, a senior appliance analyst. The Internet companies with Le as the first are taking the ultra-low-cost route, and color TV companies cannot raise prices significantly."

It can be seen from this that the price increase of this round of TV is a foregone conclusion due to multiple parties, but considering the low price strategy of internet companies, color TV companies will have concerns when prices rise, and this round of color TV price increases will not be very high for the whole industry. "Thirst-quenching," because the color TV industry will never be a "price butcher."


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