Hon Hai's small and big, 5 million TVs stirred up 200 million legions

Originally thought that just digesting inventory, the TV market accounted for only 2% of Hon Hai in the world. Why did the impact on the global market increase like a snowball?

This is a war that impacts the 240 million market with 5 million TV troops!

On the first day of December, the Information Month unfolded in cold and humid weather. The site, which was originally expected to be as cold as the boom in 2012, unexpectedly attracted a crowd of over 120,000. The biggest highlight of the meeting was not a smartphone or a tablet computer, but a TV.

Hon Hai detonates price war and expects millions of TVs to be sold worldwide

The tipping point is that Hon Hai recently launched a low-cost 60-inch TV in Taiwan for less than NT $ 40,000. In response to the war, Chimei Power and Sony introduced 84-inch high-resolution TVs with 4 times the pixels of current full-HD TVs. LG exhibited the world ’s thinnest organic EL TV with a thickness of only 4cm. Higher.

According to the statistics of the survey agency DisplaySearch, it is estimated that the total global shipments of all TVs in 2012 will be about 240 million units. Since 2004, it has been showing a positive growth every year. In 2011, there was a first 0.3% drop in shipments. There will be zero growth again, and the overall industry appears to be entering a period of stagnation.

However, under the impact of Hon Hai's launch of a large 60-inch low-cost TV, the water boiled instantly! According to the Goldman Sachs report, Hon Hai ’s strategy of contracting with telecom operators in Taiwan has worked. It is expected that 10,000 units will be sold within a month, and Taiwan ’s 10% market share will be won. Globally, the industry estimates that one million units will be sold. This speed is four times higher than what Hon Hai originally expected, completely disrupting the entire market structure.

"It's like being hit by a meteorite, and the world will change when you 'boom'", a senior executive in the world's second-largest TV foundry smiled bitterly and confessed the miscalculation. In the current situation where the large-size panel is 55 inches as the mainstream, the industry originally thought that 60 inches was just a means for Guo Taiming to save Sharp and destock, but unexpectedly opened up a battlefield and forced everyone to face The dilemma of following up or not.

Korean factories cut prices and fought back only to sell 25,000, and finally became busy

Hon Hai relies on a 60-inch TV to grab a 2% market share-the world's 7 major TV brands compare with Hon Hai

The scene has been pulled to the United States, and LG, Samsung and other Korean brands have to respond to price cuts. LG 55-inch high-definition LED TVs cost nearly half as fast from $ 1650 to $ 890; Samsung ’s 60-inch products of the same type were originally priced at up to $ 2,000, but are now down to about $ 1800. It is estimated that the fourth quarter of 2012 Will fall below 1,000 dollars.

"No way, it must be cut," the senior executive said reluctantly. In December, it was reasonable to say that it had entered the off-season of the panel, the original price was falling, and Hon Hai shot again to disrupt the war situation. Although it does not make a loss on the surface, "but it must not Back to depreciation, in the end everyone is busy! "

The scene was then transferred to Beijing. In the eighth and fifth-generation factories of China's largest panel factory, BOE, a group of engineers was lying in the R & D room day and night, trying to find a way to deal with Hon Hai's 60-inch low-cost TV countermeasures.

As early as half a year ago, they had pulled the size to 130 inches, or even two hundred inches, but the yield problem could not break through 30%. Seeing Hon Hai solve Sharp's technical obstacles with Sharp, and open up the market in Taiwan and North America, and then join forces with Skyworth and Haier.

Hon Hai can only produce 5 million 60-inch panels a year even if the production capacity of the 10th generation line is fully opened, which is only 2% of the market share of 240 million units in a year compared to all TVs in the world. A Samsung has a global market share of 23% and a second LG has 12%, which is almost insignificant like a small pebble. Why does it cause an impact like a meteorite?

"It's like a double-edged sword. Follow-up is tantamount to self-defeating martial arts; if you don't follow, do you watch Hon Hai create a new market?" Zhang Xiaobiao, deputy general manager of WitsView, pointed out the mood of the opponents. "Once 60 inches become mainstream, it means that all factories below the tenth generation line will have to follow." A TV generation industry pointed out the impact caused by low-cost 60-inch TVs.

Currently, only Sharp has a tenth-generation factory in the world. Compared with Sharp VIII and 8.5 factories, it is estimated that the material cost will be doubled due to the small demand. Originally, this was Sharp's disadvantage in the market, but Hon Hai re-compressed the cost with a high degree of vertical integration, and the price of the launched TV was more than half lower than the market.

The market should start another battle line and connect the eighth and fifth generation factories against Hon Hai

Hon Hai broke into a new market, "others can't cut out 60-inch specifications, but the tenth generation line is the most economical," the industry said. Judging from the current mainstream eighth and fifth generation factories, one production line can cut six 55-inch glass substrates, but 60 inches can only cut two to three pieces; while the tenth generation line can cut eight pieces of 60 inches at the highest The glass substrate is 3 times more efficient.

"Youda tried to use the sixth-generation factory to do it, it took a lot of effort, but ..., it is difficult!" The industry said. No one else can go to build a ten-generation factory immediately, because it will take at least two years.

In the face of the turbulence of Hon Hai, other players cannot compete on price, and can only find ways to increase the specifications to compete with 84-inch ultra-high image quality or 3D TV. However, "This is just a demonstration of technical power, not necessarily close to the needs of consumers," Zhang Xiaobiao believes that after the gimmick, the blue sea will become the red sea again, but may cause consumers to wait and see the effect of changing aircraft.

A TV founder believes that the best way to deal with this is not to confront Hon Hai on the 60-inch head-on, use the eighth and fifth-generation factories to make 55-inch or 58-inch panels, and then try to find ways to lower the price. Depressed. Judging from a total of ten 8.5th generation factories in the world, compared with a 10th generation factory in Hon Hai, it should be able to regain its advantages by quantity. "10 mastiff dogs bite a lion, and it is not always possible to fight or win," the industry said.

It seems that this TV war is just beginning.

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