The summer of 2010 seems to be coming later than in previous years, but LED TV has quietly entered the platform period of technology upgrades and price declines. There are indications that this year will usher in a comprehensive blowout of LED LCD TVs. Industry experts believe that this market blowout is a final signal for CCFL ordinary LCD TVs. LEDs that have undergone three years of accumulation will be taken to the forefront.
The wind rises at the end of Qingping
Starting from the “May 1st†holiday, which is called the touchstone of the market, LED has set off a storm of popularity in the flat-panel TV market. The domestic LED LCD TV products represented by Hisense "Lanqing" LED are sought after, and the 19-inch to 55-inch LED TVs are selling all over the board. The popularity of LED LCD TVs far exceeds market expectations. According to statistics from Zhongyikang, during the week from April 26 to May 2, a total of 71,756 LED TVs were sold, an increase of 340.2% from the previous month and an increase of 5832.1% from the same period last year. This set of growth data has undoubtedly reached the "blowout" level. What is even more intriguing is that from the point of view of sales, LED sales have accounted for 22.6% of total LCD TV sales, compared with less than 2% in the same period last year. This year, almost all the main direction of Chinese and foreign color TVs are placed on LED LCD TV products.
China's LED TV "Blowout" has its own global background: According to DisplaySearch's forecast data, global LED LCD TV sales will reach 32 million units in 2010, accounting for 19% of all LCD TVs. In 2011, LED backlight large-size panels will be adopted. Shipment ratio will reach 56%, traditional backlight panel shipments will fall to 44%, and by 2015, LED panel shipment penetration will reach 78%. Authorities have asserted that in the Chinese flat-panel market, the time for LEDs to fully exceed CCFL ordinary LCD TVs will occur in the last two years. By 2011, China's flat-panel TV market will surpass the United States and become the largest single market for LCD TVs worldwide.
At this time, the state released the industrial policy information in a timely manner: On May 17, the National Development and Reform Commission issued the "Notice on Continued Organization and Implementation of the Strategic Transformation Industrialization of Color TV Industry in 2010", proposing to continue to organize and implement the specialization of industrialization of color TV industry strategic transformation. We will vigorously support the research and development of new display technologies such as LED, improve the upstream supporting industrial chain, and strive to form independent intellectual property rights and core competitiveness.
In fact, the flat panel display industry represented by LED LCD TVs has long been included in China's strategic layout. Because global energy shortages and environmental pollution are particularly prominent in China's rapid economic development, energy conservation and environmental protection have become urgent problems for China to achieve sustainable socio-economic development. As a big country in energy consumption, China urgently needs to vigorously promote a new generation of energy-saving and environmentally friendly light sources. On June 17, 2003, the Ministry of Science and Technology led the establishment of the “National Semiconductor Lighting Project Coordination Leading Group†across sectors, regions and industries. Starting from the "Eleventh Five-Year Plan" in 2006, the country promoted semiconductor lighting engineering as a major project. The application of LED backlight technology on LCD TVs shows a high-quality era of flat-panel TVs with more colorful, more energy-efficient, environmentally friendly and slimmer home multimedia terminal products.
Companies such as Hisense, which is highly sensitive to cutting-edge technology, are now targeting the LED industry with huge potential. As early as June 2004, Zhou Houjian, chairman of Hisense Group, predicted that the Moor era of flat-panel TVs had arrived. In 2009, “LED Backlit LCD TV Technology†was adopted and promoted by all first-line flat-panel TV brands. At this point, the development trend of new flat-panel TVs marked by LEDs has come to the fore.
Let the dream shine into reality
LED LCD TV comprehensive blowout is inevitable, this new technology product has the incomparable advantages of traditional CCFL LCD TV: from the mechanical performance point of view, LED LCD TV can be made thinner, lighter, better shockproof performance; from optical principle In view of it, its color gamut is wider and its low temperature performance is better. From the aspect of circuit design, the power supply design is relatively simple, and it can achieve low voltage and low power consumption, achieve fast response, high image quality, and can apply dynamic partitioning. Controls to increase the dynamic contrast of the picture. With its ultra-thin and stylish appearance, strong color expression and energy-saving advantages, LED TV has attracted the attention of many consumers and fully catered to the needs of modern people for personalized green TV.
However, domestic color TV sets started from CRT TVs. China CRT color TVs have the lowest cost and the strongest price advantage, occupying more than half of the global market share. In the 21st century, the global color TV industry has already seen a huge turning point in the industry. In the core field of liquid crystal display, the drawbacks of the lack of technical background of domestic color TVs have emerged: due to the lack of core technology and incomplete industrial support, China's color TV industry has fallen into the same The unfavorable situation of the proliferation of qualitative phenomena and low-cost competition. From traditional CRT TVs to LCD TVs, from CCFL backlights to LED backlights, the color TV industry is full of variables and has unlimited opportunities. Whoever can capture the opportunities of technological innovation will win the favor of the market.
Hisense, full of technical DNA, has acted as a pioneer in the strategic transformation of the national color TV industry. In 2005, the LED backlight research and development team was formed, becoming the first color TV enterprise in the field in China. In 2007, Hisense LED backlight module project won the key support of the National 863 Program, and it was the only color TV enterprise in China that won the tender of the Electronic Information Industry Development Fund of the Ministry of Information Industry in 2007. In 2008, Hisense completed the production of the first LED LCD module production line in China, and launched the first self-developed 42-inch ultra-thin LED LCD TV in China, which was one and a half years ahead of the domestic counterparts. Driven by Hisense, other domestic color TV companies have begun to build module production lines. Last year, Konka started construction of LCD TV module base in Kunshan, Jiangsu, and BOE built the first 6th generation TFT-LCD production line in Hefei. Since then, corporate behavior has evolved into an industry behavior, and individual strength has gradually turned into an overall force. The “new display and color TV industry transformation†project in China's color TV industry has accelerated, and the upgrading and popularization of LED technology has become unstoppable.
Demand is pulling strong
Last year, among the top 9 products of the CES (International Consumer Electronics Show) that the Associated Press rated, LED TV was among them. The Associated Press believes that the technological upgrades and consumption upgrades brought about by a wave of LED TVs sweeping the world are unstoppable. Lu Jianbo of the Development Research Center of the State Council judged that LED TV is becoming the mainstream consumption trend of flat-panel TVs. In 2010, domestic LED TV sales will increase by 4 times. By 2013, LED TVs will occupy 90% of the market.
The power to support these views is the consumer who has been holding money in the past. During the May 1st Golden Week, the sales of home appliances were fierce. LED LCD TVs became the big winners of this sales war. In the face of Sony, Sharp, Samsung and other foreign brands in the first-tier cities, the targeted price cuts î–„ Hisense, Skyworth, Changhong and other domestic brands LED TV sales still maintain a substantial growth. Statistics from Gome, Suning show that the traditional CCFL Despite the sharp price cuts, LCD TVs have fallen by 40%, while LED LCD TVs, which have just been on the market for less than two years, have grown by 150%.
According to statistics from Zhongyikang, from 1984 to 1997, Chinese urban residents spent 13 years to achieve a huge leap from 100 to 100 units of color TV. According to Zhong Yikang, the number of flat-panel TVs for urban residents in China is only about 7 years from 10 to 100 units. Domestic brands will become the dominant force in China's flat-panel market, accounting for more than 70% of the market. Undoubtedly, the demand of domestic consumers is also upgrading: from the pursuit of large-size CRT color TVs to the pursuit of ultra-thin and energy-saving flat-panel TVs, from pure pursuit of high-definition picture quality to multimedia, multi-functional information terminals and home entertainment centers.
The LED backlight replaces the CCFL backlight to help realize the energy saving and environmental protection advantages of the LCD TV, and also promotes the ultra-thinness of the LCD TV. This is a recognized fact in the entire LCD display industry. This year, with the continuous decline of LED TV prices, its high cost performance will attract more consumers, coupled with the following World Cup, Asian Games and other factors, LED TV will undoubtedly lead the consumer trend.
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