LED breaks through the downturn, experts are generally optimistic about domestic brands such as Konka
Performance losses, falling profits, tens of billions of investment in upstream LCD panels, diversified breakouts, in the first half of 2010, for domestic domestic appliance companies, seems to be a turning point in fate. Almost without exception, from the first quarter of this year, the growth of domestic color TV giant sales slowed down, gross profit margin decreased, and inventories increased. As a result, there are observers in the home appliance industry screaming: China's domestic appliance companies have suffered life and death?
The home appliance industry environment is complex
In fact, this argument is itself a misunderstanding of Chinese home appliance companies. As the leader of China's local color TV companies, Shen Gang, vice president and general manager of the multimedia business unit, said that since last year, China's color TV market has both opportunities and challenges, 3D TV, LCD TV, Internet TV, smart TV, LED. TV, home appliances to the countryside, the euro zone crisis, etc., the shock brought by product upgrades, the technical concept is frequently new, the market environment has become difficult to grasp, which is the strategic adjustment, keen eye, and rapid response capability of domestic appliance companies. A very demanding request was made.
A person in charge of color TV companies who did not want to be named revealed that the good performance under the policy last year disrupted the company's estimation of the market capacity this year. The production plan for LCD TVs was too high, resulting in a large increase in color TV inventory in the first half of the year. Suddenly explosive led TV preparation is insufficient. Therefore, the difficulty at the beginning of the year is a short-lived illusion, largely because the company's color TV product upgrades are still in transition this year, and the companies that are actively transforming LED LCDs, Konka, Skyworth, Hisense, etc., are on the way to rising.
LED consumption in Europe and America
The result is unexpected to many home appliance companies, LED TV instead of CCFL backlight LCD TV LCD, is the trend of the times. Aowei Consulting data research shows that LED TV has become the protagonist of the color TV market with the help of manufacturers, and the growth momentum is rapid. As of August this year, LED has added 171 new products, accounting for 39% of the listed models. At present, the overall market share of LED TVs has approached 25%, and the era of full-scale LED has arrived. However, in the face of such an irresistible speed of substitution, most of the color TV companies have played an unprepared battle. On the contrary, for those foreign brands that started early, they have been cheaper at the beginning.
However, local companies that are actively transforming into LED TVs have come to the fore. In the National Day Golden Week, domestic brands with differentiated breakthroughs have always occupied an absolute advantage. Among them, Konka has sold 400 million yuan in the 7th National Day with the dual standard of LED+ smart TV, which has become the biggest highlight of Golden Week. According to the statistics of Konka Marketing Department, during the Golden Week, the overall sales of Konka TV increased significantly year-on-year. The total sales volume of 7-day long holiday exceeded 350,000 units, and sales exceeded 1.2 billion yuan. Among them, the newly listed Net Rui LED Smart TV is favored, with sales accounting for 61.5%, entering the industry leader camp.
The monitoring data of Aowei Consulting is consistent with the internal statistics of the company. During the National Day Golden Week, the sales of Konka Net Rui intelligent LED TV reached 215,238 units, with total sales exceeding 842 million yuan, which is far ahead of all domestic brands. With excellent product rich features and promotional opportunities, Konka achieved a leading position in both brand and sales. Mu Gang was not surprised by the record of good performance. He said that Konka predicted that LED TV is about to break out at the beginning of the year, and timely adjusted the production plan. The supply chain, channels, new product upgrades, inventory and other links are ready and good. The results will be completed.
The industry is optimistic about Konka
And an inconspicuous research report also revealed some clues. According to industry research reports, Chinese and foreign consumers can accept LED LCDs and ordinary LCDs at different prices. American consumers will buy LED liquid crystals when the price ratio is 1.2:1. Chinese consumers will only need to wait 1.5:1 for a large number of LED liquid crystals. Chinese consumers have a higher consumption potential in the LED market than in Europe and America. Therefore, it is wise for color TV companies to force LEDs, and delays in the war will inevitably be hit hard. The observers of the home appliance industry analyzed that Konka, Skyworth and Hisense were able to quickly keep up with the consumption trend and turn the rudder in time, which is not unrelated to the accurate judgment of the market.
According to the reporter's understanding, as early as March of this year, most of the color TV companies still set their sights on Internet TV and 3D TV hype. Konka completely eliminated the first generation of LED TVs and launched four new series of 28 new LED networks. TV - Net Rui LED, and the concept of "open application platform" was first proposed in the industry. Through the interface technology independently developed, users can freely develop new software on TV to realize the application of any function. Konka Net Rui LED also won the IFA International Industrial Design Gold Award for its ultra-thin blade border design.
In the process of the competition for the industrial chain, Konka's early deployment has won the "battle on the starting line". As early as 2001, Konka Group set up a wholly-owned subsidiary as a pathfinder to enter the LED industry. According to Tang Hongmin, deputy general manager of Konka Research Institute, in order to build a complete industrial chain, especially to accelerate the pace of LED upstream attacks, and to prepare related technologies, a postdoctoral workstation and two technical R&D teams specializing in LED technology research have been at Konka Research Institute. Built. At present, Konka Kunshan LCD Module Factory has become the only production base in China that can manufacture the largest domestic LED module.
On the other hand, in complying with the energy-saving and emission-reduction policies, before the advent of the “flat-panel TV energy efficiency limit value and energy efficiency rating†standard on December 1st, the “excellent promotion†Net Rui LED became the highest energy efficiency standard product, compared with the same size. The LCD TV has saved more than 52% of energy, effectively avoiding the inventory increase brought by the upgrade of energy consumption standards and completing a smooth transition. According to industry experts, this in itself reflects the company's response speed in response to changes in the market environment.
Therefore, fluctuations in the performance of domestic color TV companies do not mean the overall indulgence. For Konka, which can take advantage of the trend, technology transformation and product upgrades bring not only challenges but also opportunities. Therefore, although foreign brands are competing to price weapons at the National Day and take the most preferential measures to gain market share, in the overall sales of color TVs, domestic production still draws more market share and shows absolute competitive advantage.
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