In 2009, the LCD TV industry called "LED Year of the Year". In this year, LED-backlit TV finally got off the high altar and came to the ordinary consumers. Although LED backlight LCD TVs are still expensive, functional design and other aspects are still flawed, but its high brightness, excellent picture, and more energy-saving advantages will make it even more popular in 2010.
At the same time, as more and more brands join the LED-backlit LCD TV camp, due to fierce competition and general cost reduction, I believe that the price of LED-backlit TV will be more approachable in the near future.
2009 LED Backlit LCD TV Market
First, the annual brand pattern
Samsung and Sony together account for half of the LED-backlit LCD TV market
(Figure) China's top 10 LED-backlit LCD TV brand rankings in 2009
(Photo) Proportion of the top 10 LED-backlit LCD TV brands in China in 2009
In 2009, the most watched brand in China's LED-backlit LCD TV market was the Korean brand Samsung, which received 26.5% of attention, followed by Japanese LCD TV giant Sony, with a concern ratio of 25.2%, and the two brands occupied more than half of the total. The proportion of attention is high. The domestic brand Hisense ranked third with a concern ratio of 17.1%. This has a lot to do with the brand achievements of Samsung and Sony in the field of electronic products. It is reported that Konka has recently established a model group in Kunshan, Jiangsu Province, which will mainly develop and produce LED backlight modules. In addition, the second phase of the LCD module production line of Hisense Group, which entered the LED TV field last year, has also been put into production. Although the domestic brand's attention is less than 50%, domestic old-fashioned TV manufacturers are also optimistic, and have increased their investment in the LED TV field.
Overall, the advantages of China's foreign brands in the LED-backlit LCD TV market in China are highlighted, and the advanced features of the technology are diverse. In the new year, domestic brands need to catch up.
Second, the trend of mainstream brands
Concerned about the big change in the pattern, Sony is concerned about the biggest drop
(Figure) 2009 Q1-Q4 Samsung, Sony, Hisense, Sharp LED-backlit LCD TV brand attention to the trend
In 2009, the trend pattern of major brands in China's LED-backlit LCD TV market changed a lot. In the first quarter, Sony received 44.2% of its first-mover advantage, and Samsung, Hisense and Sharp's attention ratios were less than 20%, which is far from the difference. But in the fourth quarter, Sony was overtaken by South Korean giant Samsung as major brands attacked this new field.
In the fourth quarter, Samsung’s attention reached 24.0%, an increase of 10.4% from the first quarter. Sony's focus on the fourth quarter was only 20.1%, a decrease of 24.1% from the first quarter.
Hisense and Sharp's attention to the trend is relatively stable, with Hisense's attention ratio increasing by 0.3% in the fourth quarter compared to the first quarter, while Sharp's decline was 6.6%.
Domestic brand analysis
Due to the short time to market and the low channel penetration rate of domestic LED TVs, although the current price is generally about 30% lower than that of imported LED TVs, experts believe that the competitive advantages of domestic LED TVs are not fully demonstrated. Moreover, for domestic color TV enterprises, it is similar to the previous one in the LCD TV field because of the lack of core and less screen. At present, domestic LED TV manufacturers are still subject to foreign LED backlight module enterprises in the upstream of the industrial chain. Research institute Displayseaerch's latest survey report pointed out that in the LED LCD TV module shipments, South Korea's Samsung Electronics currently ranks first with a 91% share. The modules of domestic LED TV companies are almost all outsourced, which will affect their profit margin to some extent.
In this regard, experts believe that domestic color TV companies are rushing to launch new LED TVs at the same time, they need to actively deploy in the upstream of the industry chain, through investment in panels, chips, modules and other fields, as soon as possible to narrow the technological gap with foreign brands, thereby reversing the constraints The unfavorable situation. It is following this development idea that domestic color TV companies, including Hisense Electric and Tsinghua Tongfang, have begun to invest in the construction of LED liquid crystal module production lines to achieve a strategic layout upstream of the industrial chain. Moreover, at this stage, the domestic LED backlight industry has already had a certain scale, which has laid a foundation for the further development of domestic LED TVs. In Shenzhen and the Pearl River Delta region, more than 700 LED companies have gathered, forming a relatively complete industrial chain. It accounts for 44% of the national LED industry. Overall, the development of China's LED TV industry has a good technical foundation.
At the same time compensate for the lack of upstream and foreign brands compared to domestic enterprises LED TV this year is to play close to the advantage of domestic consumer demand for functional innovation in the design and development of LED TV, such as a TV with energy saving, network TV New features such as high-definition video playback, these new features have also become a selling point for domestic LED TVs and imported brands.
In this case, experts predict that the next 35 years, with the domestic color TV enterprises LED TV core technology continue to make breakthroughs and industry chain has become more sophisticated, the cost of domestic LED TV will be gradually reduced, the product line will be more abundant, in Among them, domestic brands will also win more market space and are expected to surpass the market share of foreign brands.
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