LED TV popularizes the market with low prices
LED TV was launched in 2009. After one year of market tempering, it became the most powerful color TV product in the first half of 2010. It has already accounted for half of the product display in the terminal stores in large and medium cities.
According to the "China's flat-panel TV city consumer demand survey report from January to June 2010" released by the China Electronics Chamber of Commerce Consumer Electronics Survey Office, the demand for flat-panel TVs in China's consumer market in 2010 was 10.5 million units, compared with last year. The growth rate was 35% over the same period. The sales of LED TVs in large and medium-sized cities account for 30% of the total color TVs. It is expected to reach 40% for the whole year and the sales volume will exceed 6 million units. It can be said that it has become the mainstream product in the Chinese flat-panel TV market.
LED TV popularizes the market with low prices
Compared with traditional CCFL backlight TVs, the advantages of LED TVs are mainly reflected in the two aspects of color expression and contrast, which plays a key role in improving the image quality of TV. In addition, LED backlight LCD TV has the advantages of ultra-thin, energy-saving and other aspects, it can be said that it has completely surpassed CCFL backlight TV.
In the LED light source technology, the LED backlight can be divided into RGB-LED light source and white light LED light source. In comparison, the RGB-LED color gamut performs slightly better, the disadvantage is higher cost, and the price of the finished TV product is still difficult for ordinary consumers. Accepted; while the white LED light source, although slightly lower than the RGB-LED in the color gamut, its relatively high contrast and affordable cost is unmatched by RGB-LED, so the current white LED backlights account for absolute Advantage.
In the white LED LCD TV, the cost of the light source exceeds 1/3 of the whole machine, and the white LED light source is currently falling at a price of at least 20% per year, which will inevitably lead to huge price reduction and market popularization of LED TV in the future. Possible.
The cost of LED backlight modules has even dropped more than traditional CCFL backlight modules. Taking a 40-inch LED-backlit LCD TV as an example, the average cost of the LED backlight module is $118 in the first quarter of this year, and will drop to $100 by the fourth quarter. Research shows that the cost price of 40-inch LCD TV LED backlight module will drop to 100 US dollars in the fourth quarter, and the price gap between CCFL backlight module will be reduced from 3.7 times in early 2009 to 2.8 times.
Panel makers and TV brand manufacturers are working on low-cost LED backlight modules. This also contributed to the rapid expansion of the market share of LED backlights. In 2010, LED backlight modules will account for 42% of the total large-size LCD panel market. In 2012, the market penetration of LED backlights will reach 67%.
Prevent homogenization vendors from locating market segments
"If only LED backlights are applied to flat-panel TVs as a single display technology, LED TVs will be like CCFL backlight flat-panel TVs, and they will fall into the direction of homogenization competition," an industry observer said.
In order to avoid falling into the trap of homogenization competition and losing competitiveness, TCL and Skyworth have applied this technology to various products, such as Internet TV and 3D TV. Analysts pointed out that LED backlights are applied to TV products with different functions. LED TVs occupying multiple market segments are important competitive means for domestic color TV enterprises to cope with homogenization competition.
China's color TV enterprises represented by TCL, with their diversified product strategy, apply LED backlights to TV products with different functions, which reflects that China's color TV enterprises have the ability to simultaneously occupy multiple market segments.
It is understood that with the P21, P31 two major LED TV series recently scaled up, and the collection of the previously launched P11 series, at present, TCL's LED TV products camp, according to the different needs of consumers, subdivided into the Internet, ultra-thin Black crystal screen, digital all-in-one machine and four series of small series for small space such as bedroom. In addition, in addition to subdividing LED TVs according to different functions, along with the increasing consumer attention to low-carbon environmental protection of household appliances, TCL will apply synchronous power supply technology to LED TVs and continue to subdivide “super energy-saving seriesâ€.
The HDTV market is generating a more segmented market because of the full product competition and the different viewing demands of consumers. "The new trend of segmentation in the LED LCD TV market is the common result of consumer demand and technological progress, and it is also the opening of a new round of shuffling in the market." An expert who has long been concerned about LED technology in the industry believes that the LED TV is segmented. At the stage of the trend, if some brands are still narcissistic about the advantages that LED technology brings to the products, relying solely on the LED backlight display technology that has become the industry standard, the products will become unproductive and become consumers' abandoned children. Once the product market is blocked and brand competitiveness is threatened, these brands will face a “falling crisisâ€.
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