TV companies face the challenge of coexistence

With the advancement of science and technology and the improvement of consumption levels, China's color TV industry has gradually entered a new stage of industrial adjustment and transformation and upgrading with the integration of digital technology, flat panel display, energy conservation and environmental protection, networking and intelligence, and product and content development. TV has become the most dynamic industry in the field of electronic information following software and integrated circuits.

The transformation and upgrading achieved breakthrough in 2012 TV industry to overcome difficulties, break through the trend, accelerate structural adjustment, transformation and upgrading, new hotspots, new technologies continue to emerge.

In 2012, China's color TV industry overcame difficulties and broke through the year.

Faced with the uncertainties in the global economic situation, the continuing spread of the European debt crisis, increasing inflationary pressure on the domestic market, sluggish consumption, increasing costs of materials and labor costs, and other unfavorable factors, China's color TV industry is struggling with pressure. Overall, this year our company has overcome many difficulties and grasped the initiative in the domestic market while maintaining growth in exports. Under the weak background of the industry, China's corporate performance has achieved remarkable results.

In the first half of the year, the growth of domestic and foreign markets did not reach expectations, and more than half of color TV manufacturers’ sales fell in the first half of the year. However, in the second half of the year, affected by the stimulus for the new policy of energy-saving subsidies, the retail market began to pick up in the third quarter and the situation began to reverse. It is estimated that TV shipments will exceed 130 million units throughout the year, domestic sales will exceed 50 million units, and exports will total about 66 million units. The overall domestic market is at a low speed and steady development. It is predicted that in 2012 China's color TV market will reach 42.71 million units total retail sales, an increase of 1.0%; LCD TV retail volume 39.17 million units, an increase of 4.5%. Driven by color TV manufacturers at home and abroad, the penetration rate of new technologies has risen rapidly. It is estimated that in 2012, the size of LED-backlit TVs will be 31.8 million units, the LCD penetration rate will be 81.2%, the 3D TV scale will be 14.27 million units, the flat panel penetration rate will be 34.2%, the smart TV scale will be 10.41 million units, and the flat panel penetration rate will be 24.9%. . At the same time, with the rise of e-commerce, the channel structure is changing. The sales volume of traditional TV channels fell by 2.7% year-on-year, and the market share of e-commerce climbed from 1.1% last year to 4.7% this year.

2012 was a year in which China's color TV industry accelerated its restructuring and transformation.

The TV industry has made some progress in transforming business models, accelerating technological innovation, extending the industrial chain layout, reshaping industrial aggregation effects and economies of scale.

The liquid crystal panel production line project that has been built or under construction in China has progressed smoothly and the industrial chain has been gradually improved. The upstream glass, polarizer, backlight module, color film and other key materials, equipment and other related projects have been completed and accepted, and the production module has formed 40 million sets of capacity. The current localization matching rate has been increased to 31%, and the localization rate of equipment has been increased to About 15%. This year's growth in demand has driven domestic panel makers to fully enter full production. China's panel market is expected to be the first to stabilize, and panel makers' losses will improve, with shipments expected to account for more than 10% of the global market. By 2014, all production lines will be put into operation. It is estimated that the production capacity will account for 29.8% of the world's total.

In addition, the color TV industry is shifting from a single development model with panel as the key element to the development of new industrial value distribution systems with operating systems, chips, and applications. Open up the boundaries between products, content and services, and continuously penetrate into the key links and high-end links of the industrial supply chain and value chain, accelerating the differentiation of channels and the formation of a specialized pattern.

2012 is a year in which China's color TV industry has a new focus and new technologies continue to emerge.

In 2012, major TV companies officially entered the competition stage for oversized TVs. This year is the first year of 4K ultra high definition display. After the international telecommunications union ITU established 4k and 8k ultra high definition display standards, major panel manufacturers are actively developing ultra high definition panels. Konka, Skyworth, Hisense and other companies have launched their own Ultra HDTVs. Big picture and ultra high definition have become the new highlights of this year's TV.

In addition to ultra-high-definition technology, smart TVs with dual-core processors have also emerged this year, and the speed is significantly improved and smooth when starting various applications and external devices. A TV with a dual system, dual picture processing engine, and dual source channels can implement a television to watch two programs at the same time, as well as multiple synchronization modes for applications and video, video, and video.

The consumer experience continues to escalate. New technologies, new products and new applications have become major drivers of growth in the industry.

Opportunities and challenges coexist in the future, and intelligence is still the hot spot for TV development. TFT technology will develop to high transmittance, high mobility, high concentration, high productivity and green.

In the future, color TV industry development opportunities and challenges coexist. In terms of smart TV layout, Chinese enterprises have been occupying the commanding heights. In the future, intelligence is still a hot spot for TV development. Consumers will choose color TV as well as choose a content service platform. The added value of color TV in the future lies in the sales of content services and application equipment. Enterprises not only need to jointly develop new application areas with broadcasters, telecom operators, content providers, application developers, etc., and solve the insufficiency of content applications. They also need to be driven by applications to develop new human-machine interactive products that enable parallel hardware and software. development of.

In terms of display technology, TFT technology will develop to high transmittance, high mobility, high concentration, high productivity, and green development in the next five years. Further research and development of new products to adapt to market supply needs, focusing on breakthroughs in TFT core technology, and gradually extending and mastering low-temperature polysilicon (LTPS) and oxide (Oxide) TFT technologies. Emerging display technologies such as active-driven organic light-emitting displays (AMOLEDs) are steadily advancing. Affected by changes in market demand, OLEDs, touch screens, etc. have seen rapid growth in small and medium sized markets. In terms of large dimensions, the manufacturing technology route has not yet been finalized. In the future, Chinese enterprises still need to strengthen their independent innovation capabilities and promote the development of new display products.

In terms of exchanges and cooperation, after the TV industry has undergone changes in flatness, digitization, and intelligence, it has gradually established a global division of labor. In mainland China, in terminal manufacturing, in Taiwan and South Korea in panel manufacturing, in Japan, in panel upstream materials, in China, Taiwan. Each chip has a competitive advantage. In order to improve the construction of the color TV industry chain in mainland China and promote the healthy development of the color TV industry, it is necessary to strengthen extensive exchanges and cooperation. In particular, China Mainland and China Taiwan have obvious complementary advantages in the smart TV industry chain, and they should strengthen cooperation.

In terms of globalization, although China is a big color TV country and its output accounts for half of the world, the mainland market accounts for more than 20% of the world, and its own brand has reached 70% of the market share in mainland China, but the mainland still has no absolute global enterprise and brand. To complete internationalization, the most important thing is to establish the international status of independent brands. We hope that Chinese manufacturers can seize the opportunities in the international market and increase the strength of brand building in overseas markets. Especially when the strength is relatively weak, it is necessary to use the principle of mutual benefit and win-win cooperation, unite and cooperate, and jointly promote the independent brand to the international market.

In the next few years, changes in the environment, technological progress, policy orientation, and consumer demand will bring a series of changes and opportunities to the color TV industry. Enterprises must seize the opportunity of upgrading traditional manufacturing industries and shape their own international competitiveness. Apply innovation, form a new pillar industry, realize the ecological cycle of the industrial chain, and seize the important opportunity of expanding domestic demand and stimulating consumption growth and the networked intelligent green transformation, bring breakthroughs in business models and rapid growth of service economy.

China Electronic Video Industry Association will do a two-way service between the government and enterprises, create an environment for the development of the industry, make contributions, and promote the healthy and sustainable development of the industry.

The color TV industry has become a typical global industry. The development of integration is the trend of industrial development. All parties in the industry must work together closely to create an autonomous and controllable strategic industry and create a new splendor for the color TV industry!