In the era of CRT color TV, because China's color TV industry has the most complete industrial chain in the world, China's color TV industry is brilliant. I remember that various media were exclaiming the success of China's color TV industry and feeling the decline of Japanese and Korean color TV companies. The exclamation is still there, and the feelings are rising again. This time it is a complete sigh of four years after the Chinese color TV industry. Due to the miscalculation of LED backlight development, the excessive fascination with IPTV, and the lack of upstream panel resources, China's color TV industry slowly retreated to the edge of the stage in a new round of technology update and industry reshuffle.
The status quo of China's LED-backlit LCD TV
1. China's LED-backlit LCD TVs are booming
According to the survey conducted by WitsView, a research department of TrendForce, in the second quarter of 2010, the proportion of LEDs in China's TV brand panel purchases reached 14.5%, which was a growth in volume compared with only 4.8% in the previous quarter. 2.7 times
Table 1, TV brand LED panel procurement ratio
Figure 1. LED penetration of TV panels of various sizes (Source: WitsView China Watch)
2, China's LED-backlit LCD TV appears premature aging symptoms
Despite the vigorous development of China's LED-backlit LCD TVs, at the beginning of development, there has been a phenomenon of congenital malnutrition. Mainly in several aspects:
(1) The pricing power is falling, and the wrong industry decision-making. Due to the misjudgment of the price changes in the LCD panel industry and the over-optimistic estimation of the country's policy of “home appliances going to the countryside†and “trade-inâ€, the domestic color TV industry has generated a large amount of stocks when the panel prices are at a relatively low level. Due to the excessive production of LCD panels by Taiwan panel companies and the depreciation of the seven-generation line of Korean panel companies in the first half of this year, the cost has been greatly reduced. At the same time, the adjustment of price strategies by foreign-funded enterprises this year has made domestic enterprises generally enter a stage of low profit or loss.
(2) Since LEDs have been developed from Japan, Korea, and Taiwan, the time and experience of domestic color TV industry in contacting and using LEDs is relatively lacking. The domestic color TV industry and academia lack basic research on LED backlight structure, backlight diaphragm, light guide plate and heat dissipation material.
(3) Due to the late start, the development of related supporting industries is relatively slow, and the production capacity of some key materials is seriously lacking. For example, the material of the light guide plate, the processing of the light guide plate, the diffusion film for backlight, and the antireflection film are seriously insufficient, and the industry chain is heavily dependent on imports.
3, China LED backlight LCD TV is controlled by sales channels
According to the “China Color TV Industry Trend Report for the Second Half of 2008†released by Suning Appliance, the shipment of flat-panel TVs for home appliance chains in the first half of 2008 has exceeded 60%, and in 2008, it exceeded 70%. The home appliance chain industry has absolute channel control. Analysis of China's home appliance chain industry can be found that since Gome's acquisition of Dazhong Electric, Yongle, Sanlian Trading Co., the home appliance chain industry is increasingly monopolized, and the color TV industry still has six large enterprises with equal strength in China. This formed an interesting phenomenon in which two (Gome, Suning) and later home appliance chain giants led six color TV giants. At this time, the color TV industry lost its downstream channel support while losing its strategic resources in the upstream, but these channels are also owned by foreign capital, and the local advantages of domestic brands disappeared instantly.
4, China's LED-backlit LCD TV lacks panel resources and LED resources to support
If China's color TV industry wants to return to its previous glory, LED-backlit TV is a good choice, as long as the strategy is right, it is entirely possible. But pay attention to two soft ribs: one is the panel; the second is the LED. The panel industry pays considerable attention both in the industry and at the government level. However, LED is an indispensable resource for LED-backlit LCD TVs and has not attracted enough attention.
Second, China's LED-backlit LCD TV technology development trend
1. Low power of white LED backlight
A notable feature of LED backlighting is energy savings. If domestic brands can make some differentiated products in terms of energy saving and consumption, and use national standards, such as energy consumption rating, and other policies to force some restrictions on certain high energy consumption products, thus gaining valuable for domestic brands. Buffer space. A 42-inch product of a domestic brand has already made a useful attempt in this regard.
2, high color saturation of white LED backlight
The color saturation of LCD TVs with CCFL backlights is generally 72% NSTC. This color saturation is a significant step backwards compared to traditional CRTs. The current color saturation of white LEDs is generally between 72% and 85%. If you want to improve, there are great difficulties. If the domestic color TV industry can take the lead in obtaining white-color LED backlights (perhaps to adopt the purple +R+G+B phosphor solution, see the experimental results of the Taiwan Industrial Technology Research Institute), the products with color saturation close to CRT will be launched in the market. Storm.
3, RGBLED backlight is a perfect opportunity for Chinese LED LCD TV backlight
From the development history of LCD backlights, LED backlights start with RGB LED backlights. The author judges from the perspective of image quality: LED backlights will eventually return to RGB backlights. At present, RGBLED backlight is in a research and development stage. If domestic enterprises can achieve breakthroughs in cost control, RGBLED backlight will become its winning wind.
Third, the way out for China's LED-backlit LCD TV
1. Strengthen the research and development of basic technologies and materials
Color TV enterprises should strengthen the research and development of basic technologies, find new materials, new mechanisms, new processes, and strive to build a good intellectual property network in terms of product performance, product innovation, and technical exclusivity, to provide the next step in industrial development. Strong support.
2. Restructuring China's color TV industry and building a complete industrial chain
On the basis of state-owned enterprises, the color TV industry first conducts internal integration of the industry, and forms two large-scale color TV enterprises in China to optimize the resources of the color TV industry to form a fist enterprise. On this basis, a complete industrial chain such as panels, light guide plates and diaphragm materials will be constructed.
3. Integrating channels for China's color TV industry
On the basis of restructuring, establish its own sales channels to form a strong competition for home appliance chain enterprises. China's home appliance industry actually has precedents. For example, Gree Electric has set aside its home appliance chain and established its own specialty store. It seems to have achieved success. With exclusive channel advantages, China's LED LCD TVs are hard to find.
4. Strengthen contact with local LED companies
In order to obtain LED resources, domestic appliance manufacturers need to closely connect with mainland LED companies. If you only look at Taiwan or other companies, the result will be the same as the current panel supply. The pricing power and shipping information are firmly in the hands of other companies. The safety and autonomy of the industry has been greatly enhanced. discount. Although the current domestic LED enterprises cannot compete with the domestic color TV manufacturers, the progress and development speed of domestic enterprises are obvious to all. In the future, they will certainly become the best assistants for the rejuvenation of China's color TV industry.
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