htmlOn October 25, the "Double 11" pre-sale war on multiple platforms has begun, and the price war for color TV products is particularly fierce. After several rounds of ups and downs in recent years, the panel industry has once again shown signs of getting out of the bottom and slowly recovering. For the color TV industry, it means an increase in cost and cost. However, from the industry's perspective, rising costs do not mean that terminal selling prices have risen. On the contrary, during this year's "Double 11" period, most color TV products may once again enter the vicious circle of price wars. The response method of fluctuations
Beijing Business Daily reporter saw on Taobao and other platforms that the original price of redmi MAX 86-inch large-screen 4K color TV is 9999 yuan, and the original price of pre-sale is 5899 yuan, the original price of Samsung 75-inch color TV is 5699 yuan, the original price of pre-sale is 4999 yuan, the original price of Skyworth 90-inch 120Hz TV is 9999 yuan, and the original price of pre-sale is 7999 yuan. The reporter found that during the "Double 11" pre-sale period, the discount for color TV products is generally between 2,000-3,000 yuan.
It is also worth noting that the rebound in panel prices will also have an impact on the color TV industry. In late October, the prices of some panels stabilized, and TV panels collectively ushered in price increases. At present, many institutions are bullish on the panel market in the fourth quarter. Specifically for the TV panel field, 65-inch, 55-inch, 43-inch and 32-inch have all experienced price increases, with average prices of US$107, US$81, US$48 and US$27 respectively, up US$1 month-on-month. Among them, 32-inch rose the most, reaching 3.8%.
However, in the opinion of experts, although the panel price has risen, TV prices may not necessarily rise in the foreseeable future period. The cyclical fluctuations in the panel industry have become the norm. Color TV companies and panel suppliers have "a tacit understanding" and actively prepare stocks when the panel price is at a low level, and make full use of the previous inventory after the panel price increases. Liang Zhenpeng, a senior industrial economy observer, pointed out that the cyclical fluctuations of panel prices have endogenous reasons. In the consumer electronics industry chain, panel manufacturers and terminal product manufacturers occupy the upstream and downstream ends respectively, and their status and voice are not much different. This also makes it impossible to have a force that can even allocate resources in the industrial chain to achieve a stable state. If large companies like Samsung can still coordinate upstream and downstream production capacity to a certain extent, as Samsung gradually withdraws from the LCD and LGD fields, panel prices will be more direct and more obviously dominated by market supply and demand relationships, and managing inventory and costs in fluctuations is also a means that color TV companies must have. The deep logic behind the rise and fall of
In fact, the continuous decline in panel prices in the first three quarters of this year is still the result of the overall sluggish consumer electronics market. Taking color TV as an example, data shows that global TV shipments in the first half of the year decreased by 7.8% year-on-year, and shipment area decreased by 5.4% year-on-year. Affected by this, in June this year, the price of LCD panels had fallen below the lowest point in 2019 and continued to decline in the third quarter. In late September, the prices of 32-inch, 43-inch, 55-inch and 65-inch LCD TV panels were US$26, US$47, US$80 and US$106 respectively, a decrease of 3.6%-7.8% compared with the previous month. Although the panel now seems to have the meaning of "bottom-bottom rebound", it is still difficult to assert whether it can return to its previous high. Industry observer Kang Zhao pointed out that in the future, the uncertainty of panel prices lies in the uncertainty of downstream consumer market. If the demand side cannot be activated, the recovery of the panel industry will be limited.
experts said that from 2012 to the present ten years, the logic of the rise and fall of the panel industry has changed. Previously, the "metabolism" between different generations caused fluctuations. For example, the domestic 8.5 generation line was put into production around 2015, and the 10.5 generation line was put into production in 2017, which prompted Korean companies to reduce production capacity, causing supply and demand imbalance in a certain period of time. Now it has become a terminal product that has become a market structure. For example, the demand for home office increased sharply in early 2020, and the rise of large-screen TVs injected a lot of impetus into the panel industry.
Kang Zhao said that color TV products are now in the "red ocean" competition for a long time, and residents have limited space for demand for TVs. If the TV cannot be sold, the panel field will naturally be difficult to boost significantly. After experiencing previous fluctuations, perhaps upstream and downstream companies will tend to be conservative.
Against this background, industry experts said that the " internal volume " in color TV prices will still be the main direction during this year's "Double 11" period, and going out of the price war will also rely on technological iteration with greater strides.
Beijing Business Daily reporter Jin Chaoli Wang Zhuli Picture source: Samsung official website
