LED backlight LCD market share over 50%

After experiencing continuous downturns in 2009 and 2010, the domestic color TV market may return to the Canton Road this year. At the 2010 China Electronics and Information Industry Operations and TV Industry Research Conference held recently, Aowei Consulting released data predicting that in 2011 China's color TV retail sales will reach 43.65 million units, with sales of 181.3 billion yuan, sales volume and sales. Compared with last year, it is expected to increase by 9% and 20% respectively. By 2015, the overall market demand will exceed 60 million units.

LED backlight TV market share will exceed 50%

Yu Liangxing, general manager of Ovi Consulting, believes that in 2010 China's color TV companies' profitability levels and gross profit levels declined, mainly because the company's expectations of the market are too high, and the large number of purchasing panels has led to an increase in inventory, while foreign-funded enterprises have increased The market's propaganda and promotional efforts have led to fierce competition in the industry. However, in the second half of the year, as the volume of the 3rd and 4th tier market and the panel prices have stabilized, the industry situation has gradually improved and has continued until early this year.

Based on this, Yu Liangxing predicted that after experiencing insufficient supply of goods in 2009 and high inventory pressure in 2010, the color TV industry is expected to develop in a more stable and rational direction. On the one hand, the development of technology drives the industry to upgrade, and will fully tap the market's replacement needs, such as the rapid popularity of LED, 3D to supplement high-end profits, smart TV main difference, and gradually become the growth point of the market. On the other hand, the domestic panel production capacity will promote the further popularization of flat panel products. Mastering the resources of the upstream panel is one of the important links in the development of flat products in China. In the past two years, with the strong support of government departments, China has gradually been equipped with panel production capabilities. The BOE 8.5 generation panel production line vigorously supported by the government and TCL Huaxing Optoelectronics will all enter mass production this year (2011). Samsung, AUO, LGD and other high-generation products will also be gradually mass-produced. This will undoubtedly enhance the voice and profitability of China's TV companies.

In terms of market size, Aowei Consulting predicts that in 2011 China's color TV retail sales will reach 43.65 million units, sales will be 181.3 billion yuan, and the volume and amount will increase by 9% and 20% respectively year-on-year. Among them, the retail volume of LCD TVs will reach 38.16 million units, and the retail sales will be 159.3 billion yuan, up 14% and 18% year-on-year, respectively; and LED backlight TVs will be the biggest winners, with retail sales reaching 15.97 million units in 2011. Market penetration The rate will exceed 50%. 3D TV is expected to usher in explosive growth in 2011, and the retail volume will reach 3.4 million units. At the same time, smart TVs will also grow rapidly in 2011, and retail sales are expected to reach 2.58 million units.

In 2015, the domestic sales volume will reach 60 million units. 2011 is the first year of the “Twelfth Five-Year Plan”. Yu Liangxing believes that in 2015 China’s color TV domestic sales volume will reach 60 million units. The global color TV scale will be 240 million to 250 million units, and the Chinese market is likely to account for more than 25% of the world's total.

The economy continues to grow and the purchasing power of residents has increased; the urbanization process has accelerated and the number of residents has increased rapidly. According to AVC analysis, the relationship between household income in urban and rural areas and the ownership of 100 households is exactly the same. However, from the current situation in urban and rural areas, the income of rural households lags behind towns for 8 years, and the number of color TVs owned by 100 households is 11 years behind. By analogy, when the “Twelfth Five-Year Plan” predicts that the doubling of household income will be realized in 2015, it will greatly promote the increase in the purchasing power of the consumer in the market, thus stimulating consumer demand in the color TV market. According to AVC, it is estimated that over 7 million new households will be built in urban and rural areas in the next five years, directly consuming more than 9 million TVs per year.

At the same time, consumer demand for replacement is growing. The previous television may have been used for more than 10 years. The current average service life has been shortened to 8 to 10 years. This time will be further shortened to 5 to 8 years, which will have a huge impact on the scale of upgrading. influences.

Based on the 10-year life of CRT TVs, AVC expects that the cumulative replacement rate of CRT TVs in 2015 will reach 40%, with a cumulative scale of 250 million units and an average annual replacement capacity of 25 million units; by 2020, The historical inventory of CRT TVs has basically been updated.