LCD TV accelerates delisting

In 2012, stimulated by the energy-saving policies, China's LCD TV brands grew strongly, with an annual growth rate of 18% to 19%, accounting for 23.8% of the global total, and for the first time surpassing 22.4% of Japan. For the market estimation in 2013, the annual growth rate of Chinese brands is about 10~13%, and the market share is further increased to 24~25%; Japanese brand growth is still weak, and market share may decline to 21~22%. The Korean brands still dominate the brand, and their market share is maintained at around 33%.

After the introduction of TV energy subsidies, the pace of delisting traditional LCD TVs has accelerated. As the year approaches, the author visited a number of large-scale stores in Beijing. The 42-inch LCD TV is taken as an example. Compared with the "high price" that just entered the market a few years ago, the current price is only around 3,000 yuan, compared to The price dropped by about a thousand dollars. With the drop in the price of traditional LCD TVs, the pace of delisting is getting faster and faster.

With the announcement of the dismantling of rear projection TVs by Mitsubishi, the last rear-projection television company, it means that the old-fashioned rear-projection TV has fallen into the TV market. The service life of televisions is between 8 years and 10 years. Ten years later, China, with billions of population, will soon face the upsurge of TV replacement, and because of the younger and rational consumers, LCD TVs will be purchased. Consumers are gradually decreasing, and color TV products with 3D capabilities, Internet capabilities, and built-in smart platforms are becoming more and more popular with young consumers. This brought new opportunities to the color TV market.

Traditional TV manufacturers have only seized this opportunity in recent years to launch a variety of styles of flat-panel TVs. Especially in the smart TV is more prominent. The public’s awareness and attention on smart TV products have rapidly increased, and more and more users have begun to truly feel the fun and convenience brought by smart TVs.

Compared with LED backlight TVs, 3D TVs, and smart TVs, which are enthusiastically promoted by sales personnel, LCD TVs do not have many consultations, and some still have "out of stock" labels. According to some manufacturers' sales personnel, during the May 1st, LCD TVs will gradually withdraw from the market and will no longer be sold. In addition to LCD TVs, which are partly enjoyed by home appliances in rural areas, the market share of LCDs in cities is falling sharply.

At present, most home appliance stores basically sell LED color TVs. And 3D TVs, smart TVs and other products also have a certain sales pressure on ordinary LCD TVs. From the perspective of prices, the price cuts for LED TVs, 3D TVs and smart TVs, and more affordable prices are also a major factor in the continuous decline in LCD TV market share.

The author's investigation found that due to factors such as low prices and viewing habits, LCD TVs still have a large demand among middle-aged and elderly customers.

According to the market adjustment agency WitsView's estimation, the penetration rate of global LED backlight LCD TVs is approximately 70.3% in 2012, and the direct-type LED penetration rate is approximately 10.5%, and will be further increased to 85-90% next year. Direct-type LEDs will be upgraded to 18~20%. This year, the penetration of 3D LCD TVs is about 19.9%. In 2013, the penetration rate of 3D LCD TVs is estimated to be 25-26%.

In the new size part, 58-inch products are available, and it is estimated that there will be three major Japanese brands and Chinese brands planned to be introduced. The retail price of the whole machine will be set at 799 US dollars, which will set off the competition for price reduction of large-size LCD TVs, and 32-inch self- After 2005, it has already become the first LCD TV at home.