In fact, this argument is itself a misunderstanding of Chinese home appliance companies. As the leader of local color TV companies in China, Ms. Mu Gang, vice president and general manager of multimedia division of Shenzhen Konka Group, said that since the beginning of last year, the Chinese color TV market has both opportunities and challenges. 3D TV, LCD TV, Internet TV, smart TV, LED The turmoil brought about by TV upgrades, home appliances to the countryside, and the euro zone crisis, new technological concepts have become more frequent, and the market environment has become difficult to grasp. This is a strategic adjustment, keen eye, and rapid response capability for domestic home appliance companies. Made quite demanding requirements.
A person in charge of an unnamed color TV company revealed that the good performance driven by last year’s policies disrupted the market’s capacity forecast for companies this year, and the production plan for LCD TVs was too high, resulting in a large increase in TV inventory in the first half of the year. Suddenly growing LED TVs are inadequately prepared. Therefore, the difficulty at the beginning of the year is a temporary illusion, to a large extent because the company's color TV product upgrades are still in transition, and the transition of LED liquid crystal positive Konka, Skyworth, Hisense and other companies are on the way to rise.
LED consumption surpasses that of European and American local companies
The result exceeded the expectations of many household electrical appliance companies. LED TVs instead of CCFL backlight LCD TVs have become a general trend. Ovid Consulting Data Research shows that LED TVs have become the protagonist of the color TV market and the growth momentum has been rapid under the influence of manufacturers. As of August, LED 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 come. However, in the face of such a surging replacement speed, most color TV companies have made an unprepared battle. On the contrary, for those foreign brands that started earlier, it was cheaper at first.
However, local companies that have actively transformed their LED TVs have started to follow suit. In the National Day Golden Week, domestic brands with differentiated breakthroughs have always taken absolute advantage. Among them, Konka's LED+ smart TV dual standard line, selling four hundred million in the National Day seven days, becoming the golden week's biggest bright spot. According to the statistics of Konka's marketing department, during the Golden Week, Konka's overall TV sales increased significantly year-on-year, with 7 days of long-term sales exceeding 350,000 units and sales exceeding 1.2 billion yuan. Among them, the newly-listed Netray LED smart TVs are highly favored, accounting for 61.5% of the sales volume and entering the industry leader camp.
Ovid Consulting's monitoring data is in line with internal statistics. During the National Day Golden Week, the sales of Konka Netri Smart LED TV reached 215,238 units, with total sales of more than 842 million yuan, far ahead of all domestic brands. Thanks to its excellent product-rich functions and promotional opportunities, Konka has achieved a leading position in brand and sales. Mu Gang is not surprised that he has performed well. He said that Konka had predicted that the outbreak of LED TVs would occur as early as the beginning of the year. It adjusted the production plan in time, and the supply chain, channels, new product upgrades, inventory and other aspects were ready and made good. The results will be a matter of course.
With the gradual implementation of the ladder price, it means that the ladder price plan that has been brewing for many years will soon appear in the daily life of the citizens. The problem of power saving has once again become the focus of attention.
After the implementation of energy efficiency standards for household appliances such as air conditioners, refrigerators, and washing machines, the "Limited value of energy efficiency rating for flat-panel TVs and energy efficiency rating" will also be formally implemented on December 1. After these policies are implemented, it is bound to allow consumers to re-examine home appliances. Under the premise of power saving as the king, energy-saving appliances gradually favored. The new generation of LED TVs just launched by Tongfang has saved more than 50% of energy from ordinary LCD TVs and has received a lot of attention from consumers.
Policies become energy-saving promoters to increase energy-saving awareness
According to Suning Appliance, during the National Day, LED energy-saving appliances accounted for 60% of overall sales. Insiders in the home appliance industry have stated that the policies introduced by the state in the past two years, such as trade-in and energy-saving products and Huimin projects, have become important promoters of energy-saving work in China's home appliance industry. The implementation of future step-rate electricity prices will effectively promote energy-saving appliances and increase people's awareness of power-saving. .
After the "Landscape Electricity Price Consultation Draft" was issued, the reporter visited a number of home appliance stores. He found that many consumers who buy home appliances not only pay attention to prices, but also pay special attention to the power-saving performance of electrical appliances and care about power consumption.
Just bought a consumer Tsinghua Tongfang new energy-saving LED new products, Mr. Wang said, "the purchase of energy-saving appliances, in the long run, even more money!" In an interview, many consumers have said that in addition to air conditioning, usually buy Household appliances do not pay much attention to power consumption, but power saving will become the primary consideration for buying appliances in the future.
New energy-saving 50% more Tongfang LED technology upgrade
Among the four major parts of home appliances, flat-panel TVs are the last to issue energy efficiency standards and will be formally implemented on December 1, 2010. All flat-panel TVs that fail to meet energy efficiency level 3 will be forced to delist. The relevant data indicates that according to this standard, 14.5% of the products on the market will face delisting. This prompted the major brands to increase their innovation in energy-saving technologies. With the implementation of the ladder price, it will further promote the energy-saving technology of China's home appliance industry.
“Abroad, the ladder price is not a new term. After the 1970s, Japan, the United States and other developed countries have implemented a lot, and promoted color TV companies to increase research and development of energy-saving technologies.†Tsinghua Tongfang Deputy General Manager of Multimedia Industry Division Wang Xiangdong stated that as a high-tech enterprise, Tongfang has been synchronizing with the world many years ago, taking energy-saving technological innovation as the key point for the development of the company and meeting the growing demand for energy conservation and environmental protection. For example, Tsinghua Tongfang's 32-inch LED TV consumes less than 75 watts of power, consumes only 45 watts of power per day, and has a standby power consumption of close to 0.1 watt. This is a true low-power TV and is ideal for ordinary consumer homes. In the near future, Tsinghua Tongfang’s upcoming new LED TVs, which use high-power LED chips, will enable higher luminous efficiency and lower energy consumption. Compared with ordinary LCD TVs, power consumption will be nearly 50%. As a result, it can be calculated in 10 years. A TV with money.
In the future, LED TVs featuring low power consumption will accelerate its popularity. If 20 million LCD TVs are all replaced with LED backlight TVs, using 4 hours per day will save about 1.46 billion kWh per year. “Wang Lianghai said. According to DisplaySearch forecast, in 2010 the use of LED backlight large-size LCD TV shipment ratio will exceed the CCFL backlight TV, energy-saving environmental protection LED TV will restructure the LCD TV market, replacing the CCFL just around the corner.
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