Domestic color TV market - LED backlight market accounts for over 50%

After experiencing a continuous downturn in 2009 and 2010, the domestic color TV market will return to Kangzhuang Avenue this year. At the 2010 China Electronic Information Industry Operation and Color TV Industry Research Conference held recently, Aowei Consulting released data forecast that in 2011 China's color TV retail sales will reach 43.65 million units, with sales of 181.3 billion, sales volume and sales. Compared with last year, it is expected to increase by 9% and 20% respectively. By 2015, the total market demand will exceed 60 million units.


LED backlight TV market share will exceed 50%


Yu Liangxing, general manager of Aowei Consulting, believes that the profit level and gross profit of China's color TV enterprises declined in 2010, mainly because the company's expectations for the market were too high, and the large number of procurement panels led to an increase in inventory, while foreign companies increased. The market's propaganda and promotion efforts have led to fierce competition in the industry. However, in the second half of the year, as the volume of the third- and fourth-tier markets and the panel prices stabilized, the industry situation began to gradually improve and continued until the beginning of this year.


According to this, Yu Liangxing predicted that after experiencing the shortage of supply in 2009 and the 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 will drive the industry upgrade, and will fully tap the market's alternative needs, such as the rapid popularization of LED, 3D supplement high-end profit, smart TV main differentiation, 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 products. Mastering the upstream panel resources is one of the important links in the development of China's flat products. In the past two years, with the strong support of the government departments, China has gradually developed panel production capacity. The BOE 8.5-generation panel production line, which is strongly supported by the government, and TCL Huaxing Optoelectronics will all enter mass production this year (2011), Samsung, High-generation line products such as AUO and LGD will also be gradually mass-produced. This will undoubtedly enhance the discourse power and profitability of China's color TV enterprises.


In terms of market size, Aowei Consulting predicts that China's color TV retail sales will reach 43.65 million units in 2011, with sales of 181.3 billion yuan. The volume and amount will increase by 9% and 20% respectively. The LCD TV retail volume will reach 3816. Wantai, retail sales of 159.3 billion yuan, an increase of 14% and 18%, respectively; and LED backlight TV will become the biggest winner, the retail scale will reach 15.97 million in 2011, the market penetration rate will exceed 50%. 3D TV In 2011, it is expected to usher in explosive growth, and the volume of retail sales will reach 3.4 million units. At the same time, smart TV will also grow rapidly in 2011, and the retail volume is expected to reach 2.58 million units.


In 2015, the domestic sales will reach 60 million units.


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


The economy continues to grow, the purchasing power of residents has increased; the urbanization process has accelerated, and the number of households has increased rapidly. According to the analysis of Avi Consulting (AVC), the relationship between family income in urban and rural areas and the ownership of 100 households is completely consistent. However, from the current urban and rural situation, rural household income lags behind the town for 8 years, and the number of color TV households is 11 years behind. By analogy, when the “Twelfth Five-Year Plan” is expected: the doubling of residents' income in 2015 will greatly promote the increase in purchasing power of market consumption, thus stimulating consumer demand in the color TV market. According to Aowei Consulting (AVC), the number of new urban and rural households in the next five years will exceed 7 million, which will directly drive the annual demand for color TV consumption to more than 9 million units.


At the same time, consumer demand for replacement is growing. In the past, a TV may have been used for more than 10 years, and the average actual service life has been shortened to 8 to 10 years. This time will be further shortened to 5 to 8 years, which will greatly increase the scale of the replacement. influences.


According to the 10-year life of CRT TV, according to Avi Consulting (AVC), the cumulative replacement rate of CRT TVs in 2015 is 40%, with a cumulative scale of 250 million units, and an annual average of 25 million units; by 2020, The historical stock of CRT TV has been basically updated.

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