Weak demand to usher in China flat 2011

Preface:

Of China's flat-panel TV products in the last three years to complete the transition from CRT LED to replace LCD, 3D tablet, TV Internet TV played "three jumps", 2010 is the annual output of 118 million units, high turnover of innovation, many household electrical appliance enterprises which show LED TV accounted for increased rapidly. Industrial upgrading gradually completed, the situation is excellent. We can be optimistic about the market in 2011, we have ushered in the past three years, the worst start, China's flat-panel TV industry or will experience a period of pain".

2010 Electronic Information Industry Statistical Bulletin released before the Ministry show that in 2010 China's flat-panel TV production continues to lead the global color TV, the retention rate than in 2009 increased by 2 percentage points, and 75.5% of them for LCD TV, LED TV for more than 20% of the overall LCD TV for the first time. However, since 2010, a number of domestic backbone color TV enterprises profit decline. From the international point of view, in 2011 the global market competition will become more intense, trade protection has become increasingly prominent, the raw material market price changes intensified, China's exports of electronic information products will have a certain impact. "

2011 China's flat-panel TV market opening is not very smooth, according to the PRC on New Year's Day holiday sales statistics, city TV market sales fell 17.3%, of which LCD TV sales fell 18.2%, CCFL LCD TV sales fell by 59% in December 27, 2010 to January 9th this year, two weeks, China city level flat-panel TV sales in the first negative growth, year-on-year growth rate of -1.6%. On the contrary, in the financial crisis swept the world in 2010 New Year's day market, China's flat-panel TV industry has ushered in a good sales of electricity sales grew by 32.7%.

TV companies have lowered expectations

According to my understanding, because prior to 2011 the situation remained optimistic expectations, many companies in the second half of 2010 has produced a large number of products waiting for shipment, but new year's situation, the current inventory pressure Bi, so many enterprises have lowered expectations or simply adopt cut way to relieve pressure.

Major manufacturers have lowered production plans

The latest data show DisplaySearch, is expected to top 16 TV companies monthly total production including South Korean brand Samsung and Chinese local brands, Konka 18 million 300 thousand units from 2010 November to March 2011 15 million 400 thousand, is expected in 2011 a quarter of total production was 46 million 300 thousand units, compared to the fourth quarter of 2010 decreased by 12%.

Due to the European market compared to the domestic market is more sluggish, the joint venture brand in order to alleviate the pressure on the stock in the fourth quarter of 2010 has slashed prices generally decline in more than 20%, and before the joint venture brand stakeholders in a media interview said that "TV brands are increasing TV production outsourcing to OEM/ODM manufacturers, to lower the cost of products and enhance the market reaction speed, this year will increase the proportion of oem. "

Consumers may not buy 2011 3D TV account"

For city market, attractive LCD LCD TV in the traditional sense of the consumers have more and more small, to break through the bottleneck of sales, more drug like LED or 3D TV this new product, but I learned from the United States, during the 2011 New Year's day and Spring Festival, 3D TV sales situation is not optimistic overall, TV sales accounted for only about 10%, but mainly in the promotional efforts during the holiday promotion of LCD TV products, daily sales far less than ordinary.

Spring Festival home appliance store corner

In the United States the author interviewed the store sales staff and consumers, promoters said 3D TV is really popular, and came to watch the consumer experience a lot, but eventually buy consumers is not much, the main reason is the 3D TV price is higher, and the source is less. Some consumers believe that the current 3D TV technology is not mature, the relevant standards are not perfect, and a small number of consumers to watch 3D content after a long time will appear dizziness. The manufacturers would use 3D TV in 2011 is difficult to make a difference.

Household appliances to the countryside overdraft three or four market demand

In 2009 and 2010, the national development of home appliances to the countryside, the rural market flat-panel TV penetration rate increased dramatically, according to statistics of the Ministry of industry, 2010, the national home appliances products total sales of 77 million 180 thousand units, achieved sales of 173 billion 200 million yuan, an increase of 1.3 times and 1.7 times respectively. But in 2011 is expected to the angle of home appliances to the countryside will be slowed down, means that two years ago as a flat-panel TV industry "China's strong backing the three or four market in 2011 may no longer become a booster for the sustainable development of TV market. Especially in the second half of 2010 began LED TV and 3D TV to the countryside, has been reflected from the side to reduce the attractiveness of home appliances to the countryside market, manufacturers have to come up with more high-end products to stimulate the purchase.

Home appliances to the countryside "have been rash and too much in haste" for two years

City market on the other hand, due to family flat-panel TV has become saturated, plus "80" after the wedding boom receded, demand is also greatly reduced, in order to adjust the appliance faster pace of upgrading last year, vigorously implement the old for the new policy, and achieved certain results, investigation report of the Ministry to participate in trade shows that the market sales of home appliances new breakthroughs in 2010, home appliance trade volume and the recovery rate of more than 30 million units, an increase of 2 times more than the previous year.

There are many variables in the industrial chain

Executive vice president of the board of directors SKYWORTH group