Panel prices rebounded sharply TV companies have broken the high cost

Global panel prices have bottomed out since the second quarter of this year, including BOE, Innolux, AUO, and other panel companies, which have seen a significant recovery since the second quarter, and their products are in short supply.

The rising price of the panel is bound to cause a chain reaction of the downstream terminal's overall price increase. Because the Internet brand TV has hit a “low price” strategy, and the panel price accounts for more than 70% of the overall price, the price trend of the entire color TV industry will definitely be aligned. Machine companies create invisible pressure.

Panel supply is difficult to pick up prices

Since the introduction of internet brands last year, price wars have escalated, and the prices of all television products, including traditional ones, have fallen. With the price down, they are also stimulating consumer buying desires. According to the total data from Zhong Yikang, the retail volume of 48-inch to 49-inch color TVs in the first half of the year increased by 11.1% year-on-year, and the 55-inch retail volume increased by 83.4% year-on-year.

The increase in demand is also stimulating corporate demand for upstream panels and urging a rebound in panel prices. However, the price of the entire machine still has no sign of rising. According to China Iekon monitoring data, the average price of the online market in the first half of 2016 2304 yuan, a year-on-year decrease of 17.0%; the offline market average price was 3381 yuan, a year-on-year decrease of 9.7%.

This year, for the panel industry, it seems that it has been experiencing the trend of a movie story. From the collective slump of overcapacity at the beginning of the year, to the tight supply and demand and price recovery trend caused by earthquakes in the first quarter, and then to demand pulling, it leads to the second. The tight supply of panel makers in the quarter has made the trend of price increase more clear.

The TV industry has staged a tragic drama. The price war brought by Internet companies last year was pushing down the average price of each size step by step. The gradual recovery of panel prices could hardly drive the price of the whole machine. In the third quarter, the “gold nine silver” The "10" promotion season not only exacerbated the demand for panels, but it also believes that each TV company will not take the lead in risk-taking.

Panel prices rose sharply TV market crisis

Panel quotes were released in early August. Demand warmed up in July and August, which led to an increase in panel gains. Among them, 32, 40/43 inch panels gained the most. Industry experts pointed out that the 32-inch panel averaged 4 to 5 US dollars per month this season, it is estimated that the quarterly increase of about 7%, while the average monthly increase rate of 40/43 inch panel more than 5 US dollars, single-quarter gains may reach 12%~15%.

Then the question is, will the color TV prices rise in the fourth quarter of this year or in the first quarter of next year?

The answer is definitely negative. If a color TV company raises the price of the whole machine because of panel price increases, he will face the double challenges of the industry and the market. As consumers, they will want to buy more cost-effective products. The continuous influx of new TV brands has constituted a highly competitive market environment. To survive in such an environment, the most intuitive one should have a certain price advantage.

Once a certain brand's overall price increases, its market sales will face challenges and declines. This behavior is contrary to the downward trend of the overall price decline in the TV industry. Most color TV companies have a certain amount of panel inventory, although now The situation is grim, but the price of raising the whole machine arbitrarily is tantamount to moths throwing fire.

The survival of television companies has suddenly become a crucial issue. Price increases have become a thing that many companies want to do but they dare not to do. The need for a new outlet is imminent.

Profit into the focus of color TV companies in the future where?

Innovation has always been the driving force for the electric industry. The color TV industry has many technological innovations, such as OLED, curved surfaces, AI, artificial intelligence, etc. When TV is combined with these new technologies, prices naturally go up and become a profit for the color TV industry. straw.

Take 55 inches as an example. At present, the minimum price of 55-inch ultra-high-definition LED TV is less than 3,000 yuan, while the 55-inch 4K curved TV is priced at more than 7,000 yuan, which is more than ordinary 2 losses, and 55 inches 4K OLED TVs generally cost more than 10,000 yuan, which is more than 3 times that of ordinary 4K LED TVs.

In addition, under the current trend of rising panel prices, if color TV companies maintain the status quo, although the total sales volume can remain unchanged or increase, it is very likely to face low profits or even negative profits. The continuation and aggravation of this situation will inevitably lead companies to begin to reduce the purchase of the panel, and even the color TV manufacturers are forced to force the panel manufacturers to force the panel makers to lower their selling prices.

In general, in the fourth quarter and the first quarter of next year, there will be great uncertainties in the panel market and color TV market. Although the entire industry is facing global panel price increases, with the addition of new technologies, it will greatly reduce its pressure. It is also hopeful that the entire machine manufacturer's huddle for heating will force upstream panel suppliers to lower their panel prices to obtain more orders.

TV is always the home living room entertainment center. The emergence of AI, VR, and artificial intelligence will greatly enhance the sense of consumer use. Enhancing technological innovation will be the direction in which the color TV industry can establish itself in the industry, and it is also a positive direction of promotion. Drive the sound development of the entire color TV industry, the future color TV industry will present more "black technology" products, and eventually the flourishing scene of prosperity.

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