No one expected, the LED era has come.

In the first half of the year, most domestic color TV companies suffered losses due to market errors, experienced a series of pains such as cleaning up inventory and financial reports. The latest data shows that LED-backlit TVs account for 50% of most brands. In other words, most companies have completed the transition from the old CCFL backlight to the LED backlight.

LED TV growth exceeded expectations

According to statistics from Avi Consulting (AVC) market monitoring data, LED-backlit LCD TVs sold 827,000 units in the third quarter, with a penetration rate of 20%. During the Mid-Autumn Festival and National Day, the market penetration rate was as high as 42%.

Among domestic brands, LED-backlit LCD TVs are particularly strong. During the two festivals, the internal penetration rate of Hisense and Skyworth LED TVs has exceeded 50%; Haier, Konka and Changhong have exceeded 40%, and domestic brands have led the LED market with a 71% share.

Most companies have not expected the LED era to come so quickly.

The CCFL backlit LCD TV market was booming last year due to the stimulation of home appliances and other policies. At the end of last year, most manufacturers hoarded CCFL backlight products. Without a doubt, they all made a wrong judgment. On the one hand, LED backlight technology has matured rapidly this year, and the price of upstream panels has fallen rapidly, which has led to a decline in the price of CCFL backlight LCD panels. On the other hand, the market has not been as hot as expected, and the stocks of various companies have risen, resulting in a large number of losses.

The 2010 mid-year report showed that many black power companies have buried their orders for their wrong judgments. TCL Multimedia (01070, HK) lost 293 million yuan; Sichuan Changhong (600839, SH) had a turnover of 18.4 billion yuan, net profit was only 40.63 million yuan, and the profit margin was low; Shenkangjia (000016, SZ) net profit was 50.887 million. Yuan, down 36.63% year-on-year.

Li Dongsheng, president of TCL Group, said at the time that the loss was mainly due to the inventory of the old TV, and he expected that the inventory will continue until August and September, which means that the loss will affect the third quarterly report.

Enterprise low price strategy expansion market

"We hope that LED products will be the main source of profit in the domestic market in the future, fully grasp the transformation of LCD to LED." TCM Multimedia President Zhao Zhongyu said. According to the data, the sales of LED TVs of TCL Multimedia in July was only 41,800 units, accounting for only 9.7% of the total monthly sales of TCL flat-panel TVs. In September, the sales of LED TVs of TCL had risen to 185,900 units, which increased in just two months. 345%, the proportion of total monthly sales of TCL flat-panel TVs also rose to 18.9%.

Not only TCL, but also insiders of Konka said that the group has been promoting LED products since March of this year, and now it has completed the smooth transition from CCFL to LED.

According to Aowei Consulting data, in the third quarter, domestic brands of LED-backlit TV products have accounted for more than 55% of the total LCD TV products.

"At present, the price difference between LED TV and CCFL LCD TV is about 1,000 yuan, but it is much better in terms of thickness and screen brightness." The insiders said that the higher cost performance allows most consumers to choose LED products.

The reporter found in the online shopping channel Jingdong Mall, taking the 40-inch flat-panel TV as an example, the same as the TCL brand, the old CCFL backlight products have a minimum of 3699 yuan, while the new LED backlight products have a minimum of 4999, the difference is 1,300 yuan. The data of Ovi Consulting also shows that the main size LED/CCFL price multiplier during the double festival period is nearly 1.5 times, and the small and medium size is as low as 1.3 times.

"After the launch of new products, mainly rely on the low-cost strategy of enterprises, LED sales can grow so fast." Konka insiders pointed out to reporters that Konka made five low-priced group purchases before the National Day, which greatly promoted sales. effect.

At the same time, the market generally believes that the forthcoming "flat-panel TV energy efficiency limit value and energy efficiency rating" will stimulate the sales of LED TV, but many people from TCL and Konka told reporters that companies have always followed the standards of industry associations. Standards are much stricter than energy efficiency levels, so they don't think these performance levels will have a specific effect.

The DisplaySearch report predicts that LED LCD TV prices will continue to decline in the fourth quarter of 2010, and the decline will be twice the decline of CCFL LCD TVs, which will continue to stimulate market growth.