Since June 2020, the rising trend of TV panel prices has not stopped. Affected by it, the prices of TV products have also risen all the way. With the rise in prices, the sales of TV terminals, which are now the most robust panel price increase in history, finally showed a reversal signal, and the price finally ushered in "all-round braking" in July. With the price of LCD panels falling, is there hope for smart TVs to reduce their prices?
panel manufacturer Shuangkou lowered the price of
for a full 13 months, and the TV panel market has experienced the longest price increase cycle in the past decade. Now, the TV panel upward trend will usher in a turning point.
On July 5, Witsview, a subsidiary of TrendForce, announced its panel quotation in early July, and the rise of each application panel has been significantly converged compared with June. According to data, the prices of 32, 43 and 55-inch small and medium-sized TV panels have all stopped rising, with prices remaining at $88, $138 and $227. Only 65-inch large-sized TV panels have maintained an increase of $1, and the rise has also converged simultaneously, with an average quote of $287. Qiu Yubin, deputy director of the research department of
TrendForce, said that the convergence trend of each application panel remains unchanged, but whether there is a reversal signal will occur, the key time point will fall at the end of the third quarter.
It is reported that the reason for the price of LCD panels in this round is mainly because of the rise in prices and sluggish sales this year. Many terminal brands are playing with panel manufacturers. If this continues to rise, consumers will not pay, the brands will not sell in quantity, and the panel manufacturers will naturally have no profit. In order to maintain the positive development of the market, panel manufacturers have let go.
smart TV industry is relatively sensitive to panel prices. As the core component of smart TV, the panel is also the component with the highest cost proportion. The increase in LCD panel prices will inevitably lead to an increase in terminal selling prices.
data shows that since the rise of LCD panels in June last year, as of February this year, the purchase price of 32-55-inch small and medium-sized panels has increased by 67-92% year-on-year, and the average price increase of large-sized panels represented by 75-inch has also reached 17.7%. The average price of flat-screen TVs has increased from 3,600 yuan in the first quarter of this year to 4,000 yuan, which is much higher than the previous two years.
TV terminal pressure is huge
After a long wave of price increases, TV terminal retail is facing very great pressure.
"For consumers, they are used to the relatively cheaper purchasing environment in the past. The sudden sharp rise has caused a psychological purchase gap. The pressure on terminal retail sales is common." Zhu Yuanyuan, general manager of the Consumer Electronics Division of Aowei Cloud Network, analyzed to reporters that terminal retail sales have been affected, resulting in the overall performance of my country's color TV industry unsatisfactory.
is affected by the continuous rise in color TV prices, sales volumes of various nodes such as the first quarter of this year, during the May Day period, and the "618 Big Promotion". Monitoring data from Aowei Cloud Network shows that this year's "618" color TV online and offline sales volumes decreased by 19.6% and 26.9% year-on-year respectively.
Due to the relatively "sluggish" shipments of various popular nodes in the color TV market in the first half of the year, some industry institutions even predict that it may be difficult for the domestic color TV market to sell more than 40 million units this year, which may be the lowest point in the past 10 years.
Beijing Gome General Manager Jin Liang sighed that changes in panel prices will directly lead to product prices rising, and the upward trend will continue in recent times. At present, the platform is striving to rely on the advantages of large-scale centralized procurement to offset the pressure of price increases.
"If the sales scale of the color TV market in the second half of the year wants to recover, the price of LCD panels cannot rise again. Therefore, even if the market still has the demand for stocking in the peak season in the third quarter, due to the high pressure of terminal brands to reduce prices, panel manufacturers have also relaxed their concessions. It is expected that the increase in panels in the third quarter will continue to converge, and some sizes may reverse and fall." Qiu Yubin said.
TV "bad price" may be gone forever
The price of LCD panels that has risen for 13 months has finally ushered in "all-round braking" in July. With the price of LCD panels falling, is there hope for color TV price cuts? The price of
LCD panels rebound does not mean that color TV products will also usher in a large-scale price reduction.
On the one hand, it will take some time for the fluctuations in panel prices to be transmitted to the terminal. Although the high-price trend of panels has loosened a little, there will be no significant decline in the short term.Li Yaqin, general manager of Qunzhi Consulting, said in an interview with a reporter from China Electronics News that with strong guarantees, the probability of a sharp drop in panel prices is relatively low, and it will be difficult to see at least in the second half of this year. Against this background, although the upward trend of color TV products will be alleviated, the decline will not suddenly increase.
On the other hand, in addition to the panel, the core cost components of the TV are also affected by other upstream materials such as chips. The supply shortage of this part of raw materials and rising prices will also lead to an upward trend in terminal costs.
In addition, industry insiders believe that the color TV industry is transforming from a price war to a value station, and the product structure of color TV brands has also shifted to more quality mid-to-high-end fields. Driven by the rising price of color TVs, they have moved to the high-end and quality fields, getting rid of the quagmire of price wars.
Industry insiders believe that the color TV industry has finally gotten rid of the price war and turned to the quality war, and the color TV brands will not easily fight price wars. Under this circumstance, it is unlikely that smart TVs will experience large-scale price cuts.
"At present, the price of terminal whole machines will continue to rise in July, especially large-size products." Zhu Yuanyuan said that, however, as the panel price slowly falls and with the arrival of sales pressure in the second half of the year, although the color TV industry will not significantly reduce prices, it will still usher in a wave of small adjustments in price decline. This also means that the price of LCD TVs will generally continue to fluctuate upward in the future, and the "bad price" of TVs may be gone forever.
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