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Traditional TV makers: Before the skyrocketing price of LCD panels, it is still a good idea. However, this financial report is definitely more difficult to read than a season.
“This is a situation that has not been seen in the television industry for 10 years. The price of LCD TV panels has been fully, continuously, and substantially increased. The superposition of natural disasters, man-made disasters, and consumer upgrades has caused tears in this TV industry.†An Internet TV brand Executives told the "IT Times" reporter that the shock wave of television panel price rises first appeared in the thinly profitable Internet TV field.
After LeTV decided to increase the price of the 4th generation of LeTV Super TV models by 100 to 200 yuan, Stormwind Group also attributed the sharp drop in net profit in the third quarter to the increase in the price of raw materials such as TV panels.
The days of the entire industry are not easy. Even traditional TV manufacturers with more resource advantages in the upstream industry chain have to face up to the decline in profits in the third quarter and worse in the fourth quarter.
At the same time, the shortage of resources in the upstream is rapidly being transmitted to the consumer end. Several color TV companies told the “IT Times†reporter that the promotional efforts for the Double 11 have been reduced, although the already-developed models are no longer “increase in pricesâ€, but Subsequent launch of new color TV prices has become a foregone conclusion.
Internet TV sells a single unit. "Insufficient supply is the main reason for the panel price increase. On the one hand, panel makers such as Samsung and Sharp are interested in adjusting the supply scale and product structure, and specializing in more profitable OLED mobile phone panels, and the first quarter. At the same time, Samsung's SDC panel yields dropped sharply; on the other hand, the Taiwan earthquake has caused panel makers' production lines to suffer severely, and supply and demand have become tight." Stormwind CMO Lu Shengbo said that the increasing size of global television is also increasing. The demand for the panel. For each inch of LCD TVs, a 8.6-generation cable is consumed. At present, the average size of TVs in the world has increased by 2.6 inches, which means that it is necessary to add three 8.6-generation lines to satisfy. The reality is that the production line has not only increased but also closed down.
According to the IHS Markit monitoring, in the first quarter of 2016, due to the increase in China's capacity and seasonal demand in the market, panel supply exceeded 20% of demand; in the second quarter, the market adjusted itself and demand began to gradually increase; in the third quarter, Supply and demand conditions have begun to become tight, with supply exceeding only 10% of demand; supply is expected to exceed only 8% of demand in the fourth quarter. According to the panel price of the international market updated on October 19, the 40-inch 1080P Full HD LCD TV panel had a maximum increase of US$17, which was quoted at US$135, and its rise was equivalent to RMB115.
The panel accounted for more than 65% of the cost of the whole machine, and this increase caused pressure on the Internet TV manufacturers who have been playing the "price butcher."
“In the past, a 40-inch TV panel was able to receive 90 US dollars. According to the current quotation of US$135, the actual panel cost increased by US$45, equivalent to RMB304. The current trend is that the price of the panel is only higher. The highest is.†An internet TV practitioner revealed to the “IT Times†reporter that the 40-inch Internet TV has a price of more than RMB 1,000. The increase of RMB 304 means that the more you sell, the more you lose.
"The Internet brand has been losing money. Now it's a question of how much it's losing. Can we afford it, but we can't sell it? This means that it affects the capital chain." The industry source revealed to reporters. Because it did not get more panels, the brand's sales on its own holiday sales were affected.
Double 11 is one of the most important battles for users of Internet TV. The rise in raw materials hit consumers’ eager concessions, and LCD TV makers are enemies. “TVs and mobile phones are consumables, prices tend to fall, and prices are unlikely to increase, but if you take this year’s double 11 discount and double 11ã€6·18 in previous years and the manufacturers’ own festivals Compared to this year, the double 11's price discount rate is reduced.†Liu Buchen, a senior home appliance analyst, told the “IT Times†reporter that Internet TVs targeting low-end and mid-range markets are more affected, and television prices have become more and more expensive. Thin, even if it sells more and loses more money, the double eleven must bite the bullet. â€
The effect of killing the enemy's 1,000 damages and 800 material price increases has already been highlighted. According to the third quarter 2016 financial report released by the Storm Group, the company achieved operating revenue of 4.02295 million yuan in the third quarter of 2016. , an increase of 203.99% over the same period of the previous year, but the net profit dropped by 97.16% to 487,600 yuan. The operating loss for the third quarter of the storm was 145 million yuan, and the operating profit for the same period last year was 16.89 million yuan.
For the decline of profits, Stormwind Group gave an explanation. One of the important aspects is that the launch of Storm TV's new products and marketing promotion have increased the cost. Among them, the price of raw materials such as TV panels has risen sharply, which has also led to a substantial increase in costs.
Panels dragged down the storm group performance, storm TV is difficult to profit, in the eyes of the industry seems to be quite bustling, sadness of a sense of desolate, but for an Internet company, the initial development of strategic investment losses can be understood. Lu Shengbo responded to the “IT Times†reporter that sustainable management, quality growth, and innovative products are the values ​​of Storm TV. Storm TV does not advocate simply passing the cost to consumers, and will stick to more sustainable Methods to control costs and improve industrial efficiency. The 45-inch Storm Super TV and the host-upgradable TV launched by Storm TV are the solutions to the rising costs of Storm TV.
After the price of TV panels continued to rise, even if it is focused on playing ecology and not relying on hardware, LeTV has also increased the prices of the fourth-generation LeTV models by 100 yuan to 200 yuan. LeTV 2016 semi-annual report shows that LeTV’s LeTV’s first-half net profit loss was RMB 51.87 million.
From the latest data provided by LeTV on November 9th to reporters, from July 3, 2013 to the end of October 2016, LeTV sold nearly 9 million units.
“A large part of the decline in profitability of color TV companies is attributed to the low price of LeTV, but its new profit model has not made a profit contribution to LeTV. Instead, it has given color TV companies a lesson. The content charging model is unshakeable while sticking to the strategy of making money from hardware.†Liu Buchen told the “IT Times†reporter that there are not many companies that directly increase the price like LeTV, and more companies are adjusting the product structure to upgrade their opportunities, including 4K and smart. Such as the proportion of high-end television, or in the promotion of new products to increase pricing.
LeTV’s new CEO, Liang Jun, explained in a circle of friends: “Super TVs after price increases will still insist on eco-subsidy hardware and negative-profit pricing; they still insist on high allocation and will not reduce costs by reducing configuration; they will continue to stick to the big screen. Users operate, enhance their ecological cash-generating capabilities, and better subsidize hardware costs."
Each company faces headwinds when it comes to increasing costs, either attacking a market, creating a new price segment, or creating a new product category. Under the background of rising costs, the price war has become a double-edged sword, killing one enemy. Since the loss of 800. It is undeniable that LeTV’s price increase rate has given the market a two-difficult question. Even if major TV companies want to raise prices, they must consider whether they exceed LeTV’s price increase rate of RMB 100-200, because once they exceed it, they are likely to lose. Market initiative. Traditional TV manufacturers:
Painful and Happy Because of its own research and development capabilities and factory manufacturing capabilities, traditional TV manufacturers who have taken the upstream resources of the supply chain firmly in their hands are more emboldened by the price hikes of raw materials than Internet TV. “Even if it is to find a foundry, due to the large volume of processing by traditional TV companies, the foundry will meet these companies first and then meet the Internet TV companies.†Wei Qi, an analyst at GFK Black Power, believes.
“The panel prices reflect the company’s market control capabilities, resource allocation capabilities, and product competitiveness. Haier’s TV panels come from suppliers such as Samsung and BOE, and strategic partners exchange resources for resources. Haier’s purchasing panel The price is more competitive.†Haier’s relevant person revealed to the “IT Times†reporter that Haier has fine-tuned the prices of some TV models due to panel price increases. In this year's double-tenth, Haier TV will not be positioned in the price war. Instead, it will optimize the user experience through multiple online and offline scenarios to give users more product value discounts.
For the industry’s rumors that traditional TV makers have taken the opportunity to hoard their panels in an attempt to suppress Internet TV, the responsible person stated that the supply and demand relationship of the panels follows a regular pattern. For example, the 32-inch panel was oversupply last year, from US$90 to US$48 once. Manufacturers continue to reduce production, even if the 32-inch panel rebounded to 74 US dollars in October this year, the price is relatively acceptable. Traditional TV manufacturers have been working in the industry for many years and have their own resources and market observation capabilities. Some traditional television manufacturers including Haier have already made resource reservations.
Even so, traditional TV manufacturers still face the dilemma of falling profits. “The profits of the major manufacturers’ third quarter earnings compared to the second quarter have declined. The figures in the fourth quarter earnings report are expected to be even more ugly, and their profitability will continue to decline. If we say that the first and second quarters will earn 10 yuan, the In the third and fourth quarters, only three yuan will be earned," said the person in charge.
According to AVC data, in the first half of 2016, the volume of retail sales in China's color TV market was approximately 23.51 million units, an increase of 6.9% year-on-year, but the retail sales volume in China's color TV market was approximately 71 billion yuan, a year-on-year decrease of 4%. . With the rise of the average retail price of Internet TV in the last two years to 3020 yuan, a decline of 10.2%, the color TV industry does not increase the increase, panel makers ushered in the spring.
According to statistics from Quzhi Consultation, all mainstream panel makers except Sharp in the third quarter of 2016 realized profit, and as the price continues to rise, it is expected that profit will continue to rise in the fourth quarter.
The market will continue to show a trend of further tightening. Affected by this, the pricing of new color TVs in 2017 will increase. "The average price increase is expected to be 15% to 20%," said Liu Buchen.
LCD TV prices to increase, this thing did not run!
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