LED screen prices dropped by another 13%

Price fights, foreign brands win the first game

The price of the 32-inch LED screen (LCD panel + LED backlight module) in July was US$280, which was lowered to US$240 in September and recently lowered to US$210. LED screen prices continued to decline, just out of the CCFL LCD TV inventory crisis of domestic TV manufacturers, providing the best opportunity for a transformation of LED TV.

“We did not expect that in this Mid-Autumn Festival and National Day promotion season, foreign brands will push the low-end CCFL LCD TVs, which is just the opposite of the domestic brands pushing LED TVs.” Huang Xinzhong, general manager of marketing division of Konka Group’s multimedia marketing division yesterday According to the First Financial Daily, from September 20 to October 10, the sales of mainstream TV-based LED TV brands accounted for more than 50% of the total, and Konka LED television sales accounted for only 20 days. The ratio is more than 60%.

Huang Xinzhong pointed out that due to LED screen prices have been reduced faster than the CCFL LCD screen, the domestic LED TV market price is only 1.2 to 1.3 times the CCFL backlight LCD TV. Therefore, the effect of domestically-made LED TVs to replace CCFL-backlit LCD TVs will be increasingly reflected, and the popularity of LED TVs is about to start.

Ovid data shows that the price drop of the latest domestic LED TVs reached an average of 29%, while the domestic LED TV market penetration has exceeded 35%. Zhong Yikang analyst Peng Xiandong predicted that by the New Year's Day, the city's LED TV sales may exceed 50%.

However, Ovid Consulting and Zhong Yekang's data also showed that color TV foreign brands rely on the low-cost strategy of CCFL-backlit LCD TVs and successfully achieved a rapid increase in the domestic market during the Mid-Autumn Festival and National Day. “At the beginning of this year, the share of domestic brands remained About 70%.” Zhao Maojun, deputy director of Ovid Consulting, pointed out that now Sharp's 32-inch CCFL LCD TV is priced at only 2,500 yuan, and the price is lower than Sony’s online price of 2,699 yuan, making Sharp LCD TV’s domestic market share soar to 13 %, an increase of 5.4 percentage points from 7.6% in July.

According to data from Zhong Yikang, during the Mid-Autumn Festival from September 20 to September 26, the top 5 best-selling models for 32-inch LCD TVs were all foreign brands, and Light Sharp accounted for three models; at 40 Of the 5 best-selling models in the ~42-inch LCD TVs, Sharp, Sony and Samsung occupied the top three, and the other two were Konka and Hisense respectively. According to data from Jiangsu Suning, in the 7 days of the National Day Golden Week, Sharp LCD TV sales reached 26 million yuan, Sony 20 million yuan, Samsung 17 million yuan. In contrast, domestic brands, with the exception of Konka's 9.29 million yuan in sales, have successfully risen to the third place in China. The top five domestic brands, including Hisense and Skyworth, have a total sales volume of only 46.03 million yuan, far behind the color TV brands. 4 (Sharp, Sony, Samsung and LG) total sales of 73.5 million yuan.