The hottest LCD panel prices soar again, and termi

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LCD panel prices soar again, and terminal manufacturers are facing challenges

recently, color TV manufacturers have successively announced the first half of the financial statements, in which "turning losses into profits" has become the key word of major color TV enterprises. Since this year, the price war in the color TV industry has become increasingly fierce, making the price as low as the "freezing point", which poses a huge challenge to the profitability. However, while the industry is still worried about the color TV price war, the LCD panel has ushered in a new round of price increases, which makes the terminal manufacturers even worse

how to break through the difficulties and find a breakthrough for the improvement of operating income? The leaders of the color TV industry have pointed out that the best way to achieve a breakthrough is to get rid of the quagmire of price war and lay out color TV technologies and products with higher added value

the gross profit margin increased, but the operating revenue fell collectively.

as of August 12, most of China's mainstream color TV manufacturers have released the first half performance reports, with several happy and several worried

among them, TCL multimedia achieved a turnover of 142 from January to June. HK $300million, a year-on-year decrease of 7. 6%, gross profit slightly decreased by 1 compared with the same period last year. 3%, while the gross profit margin increased from 16% in the same period last year. 3% to 17. 4%; Sichuan Changhong company turned losses into profits on the whole, and its operating revenue increased by 9% year-on-year. 78%, and the net profit increased by about 342%, but as for the color TV business, the operating revenue fell by 20% over the previous year. 51%, and the gross profit margin increased by 4% over the previous year. 87 percentage points; Hisense net profit 7. 4.1 billion yuan, a year-on-year increase of 18. 53%, specifically for color TV business, the gross profit margin of TV is 18. 03%, an increase of 1 over the previous year. 79 percentage points, the operating income decreased by ± 22.5 ° compared with the previous year, and was at the horizontal position of 7 outside the zero position. 66%; In addition, Konka, which has suffered continuous losses, also issued a notice that the net profit attributable to shareholders of Listed Companies in the first half of the year amounted to 5million yuan to 20million yuan, compared with a loss of nearly 300million yuan in the same period last year, achieving a year-on-year turnaround

from the above financial report data, it can be seen that although the overall situation of the company looks good, its color TV business, which is used to meet the application needs of various projects, has not performed satisfactorily, especially the business income of color TV collectively shows a downward trend. In fact, this is closely related to the sharp decline in the average price of color TV sets in the first half of the year. According to the statistics that zhongyikang usually uses the power supply voltage on the potentiometer, the retail volume of China's color TV market in the first half of 2016 was 24.7 million units, an increase of 5% year-on-year. 9%; Retail sales were 71.9 billion yuan, down 10% year-on-year. 5%; The average price of color TV online market fell 17 year-on-year. 0%, and the offline market decreased by 9 year-on-year. 7%, becoming the lowest price of color TV sets in recent years

PENG Xiandong, general manager of the black TV research center of China Yikang, told China electronic news that the average price of color TV sets fell due to the sharp decline in panel prices in the first half of the year and the low price strategy of Internet manufacturers, which is also the main reason for the decline in turnover of color TV manufacturers. Among these color TV manufacturers, Hisense's profit level has been good, but in the first half of the year, Hisense's revenue turnover fell compared with the same period last year, indicating that the overall market situation is not good, which still has an impact on it

he believes that the most likely situation this year is that the turnover of color TV sets will continue to decline, while the profits will increase. This situation will continue in the second half of the year

panel prices soar again, and terminal manufacturers are facing challenges.

the price of color TV sets is greatly affected by the price changes at the supply chain end, especially at the panel end. Just when the color TV industry is still worried about the decline in operating revenue, a new round of price increases has come from the upstream panel industry. IHS data showed that the price of TV panels soared again in August. The average increase in the size of each TV panel was as high as $8 to $10, with the highest increase of about 15%, of which 32 inch panels rose to $70

Xieqinyi, general manager of IHS display research, said that Samsung display (SD) will close a generation 7 panel production line, resulting in a very short supply of 40 inch to 43 inch panels. Moreover, Taiwan's qunchuang and Youda have full capacity, and will still be unable to supply enough to Samsung next year. In addition, the problem of low yield of SD's 55 inch 4K panel has not been well solved because of the use of thin glass and new processes such as multiple drives and color filters. As the global overall panel capacity supply continues to decrease, panel supply will also show a tight state in the first half of 2017

as the price of LCD panel rises, the hardware cost of the whole machine enterprise will increase, and the profit margin will be squeezed again. The terminal manufacturers who cannot bear the pressure of price rise will adjust the price. From this point of view, although it is difficult to recover to the level of the same period last year, the color TV price is expected to rise in the second half of 2016, which will change the decline in the operating income of color TV manufacturers to a certain extent

however, in the view of Li Yaqin, deputy general manager of the utilization consulting of Qunzhi cellene TPE particles, which are widely used in medical devices, packaging and other standardized markets, the rise in the price of LCD panels will have a greater impact on terminal manufacturers. She told China Electronics News that, first of all, because the price rise of the panel was greater than that in the previous peak season, the profits of the whole machine factory were seriously diluted. Secondly, the living space of the second-line machine factory has been further compressed. Many second-line complete machines and OEM factories cannot meet the customer's order demand due to serious shortage. Third, the demand for some products and market segments with excessive growth will also shift or decline

abandon the price war, and manufacturers explore ways to make profits

this year, the color TV price continues to bottom, putting manufacturers under great pressure. On August 9, at the 7th China home appliance purchase Summit Forum hosted by CCID Research Institute of the Ministry of industry and information technology and China Electronics News, experts and manufacturers attending the forum proposed that excessive competition has made it more difficult for enterprises to make money due to the continuous decline of color TV prices. They should abandon the inferior price competition means of some Internet brands and strengthen the strategy of "quality + brand", which is a good development mode for the industry

Cheng Wanjun, director of e-commerce Department of Skyworth Group (China region) marketing headquarters, admitted that the pressure is indeed great this year, but with the rise in the price of LCD panels in the second half of the year and the continuous upgrading of technology, color TV sets will be repriced. Coupled with the continuous improvement of consumers' requirements for color TV quality, manufacturers' profits will increase

we note that although the operating revenue of color TV sets decreased in the first half of the year, the gross profit margin increased. One of the reasons is that the proportion of high-end products increased significantly, which increased the profit margin of manufacturers. This high-end strategy will also continue into the second half of the year, becoming a breakthrough for manufacturers to make profits

it is understood that in the first half of 2016, Hisense uled LCD TV sales accounted for 15% of LCD TV sales of 50 inches and above. 80%, which strongly supported the improvement of sales structure. At the same time, Hisense laser TV accounts for 30% of the super large screen TV market of 85 inches and above. 53% market share; TCL TV increased the proportion of 4K TV sales to 33% of the group through product structure optimization. 9%, and the market share of curved surface TV in China increased to 30 in June. 8%。 In addition, Skyworth's color TV sales report in July also pointed out that the sales volume of smart TV (4K) increased by 56% over the same period last year, and the gross profit margin and average sales price were the highest among all TV products

Peng Xiandong said that with the continuous warming of 4K Ultra HD TV, curved surface TV, OLED TV and quantum dot TV markets with high technology content, the gross profit margin of color TV manufacturers is expected to further increase in the second half of this year

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