Plasma TV or encounter delisting

In recent years, many companies have withdrawn or reduced their mass plasma fronts in batches, which has caused the plasma market to stagnate for a long period of time. This contrasts sharply with the continuing popularity of the LCD market. According to industry insiders, as mainstream manufacturers such as Sony, Philips, Toshiba, LG and Hitachi have gradually faded out of the plasma market, Panasonic and Changhong have changed their investment strategies, and the market share of the plasma industry has further decreased. Plasma TVs may experience delisting.

Only 10% of market space remains

Recently, the New Express reporter visited major home appliance stores in Guangzhou, and found that in the flat-panel TV sales areas of supermarkets, the number of LCD TVs has an overwhelming advantage. “At present, there are only Panasonic, Samsung, Changhong, and Hisense brands that are sold on plasma TVs, and there are only two or three products for each brand, mainly large size models with a size of 40 inches or more.” Tell reporters that the current sales of flat panel TVs below 42 inches, basically based on LCD TVs; and 47 inches above models, plasma TVs accounted for less than 20% of the market share, but from the overall sales point of view, The sales ratio of LCD TVs and plasma TVs has exceeded 9.1.

LCD TVs not only occupy an advantage in the number of varieties, but are also the focus of sales promotion. Reporters saw in the store, not only the consumers who came to buy TV directly inquire about the situation of LCD TVs, promotional staff is also the devaluation of LCD TVs. "Because the sales of plasma TVs are much lower than those of LCD TVs, the plasma TVs of various brands in the stores are gradually declining. From May this year, there has been no new shipments and it is now in the state of clearing goods." reporter.

However, the reporter noticed that when Panasonic and Changhong contracted the plasma front, Samsung and Hisense had a change. The reporter saw in the store, in addition to the 60-inch flagship product, Samsung plasma made a difference in the size of the product, launched a 48-inch and 43-inch products, the price is slightly lower than the similar size LCD TV prices. Insiders believe that Samsung's move is to digest its plasma panel production capacity, it is difficult to reverse the trend of the plasma industry shrinking.

Repay debt for "islands"

Over the years, the industry has circulated the phrase “foreigners buy LCDs and insiders buy plasmas” because plasma TVs perform well in terms of visual clarity, color reproduction, contrast, and viewing angle, in addition to their excellent performance in dynamic resolution. Also better. However, plasma TVs have always been in the embarrassing position of "applause."

To come out and mix, sooner or later it is necessary to return. In the early years of the hegemony of LCD TVs and plasma TVs, in addition to Panasonic’s unwavering commitment to the plasma camp, other global TV brands have been included in LCD TVs. In order to ensure that the plasma panel core technology does not fall behind, Panasonic adopted a monopoly mode of operation. Although this practice has kept the core technology secret, it allowed the plasma TV to become an island: An island that Panasonic can only board. The direct result is that the plasma TV market, which was resistant to LCD TVs, was continuously swallowed by LCD TVs. By the end of 2011, there was only less than 10% of the global market.

"According to plasma TV technology, at present, most of the plasma TVs on the market are 42-inch models and the brand has only 4-5, which greatly reduces the range of consumer choices." There are home appliance experts believe that the optional models Insufficiency is the primary factor constraining the development of plasma TVs. At the same time, power consumption is also a technical problem that plasma has not solved. This also makes it difficult for businesses to find good gimmicks to promote sales of products. This point of view has been recognized by many responsible persons in the store. "At the same time, with the continuous improvement of LCD TV technology, LCD's 'tailing' phenomenon is also being diluted, plus the LCD TV's price advantage, plasma TV's market space will be further compressed will be difficult to avoid." The above home appliance experts Indicated.

Delisting or unavoidable

A domestic brand marketing department believes that, in addition to the above reasons, all brands are mainly pushing LCD TVs, which also greatly affect the consumption of the public. “Plasma technology is very difficult, in general, the more mature the products, the more transparent the market is. With high prices, the profits obtained will be reduced accordingly. Considering the cost factors such as manpower and material resources, as well as investment risks, for manufacturers who rely on quantity to obtain profits, they will naturally choose LCD TVs with a relatively low technological threshold.”

"Ten TV sales, 9 said LCD is good, if you are a customer, who would you listen to?" There are stores responsible person said that now both domestic brands and joint venture brands are the main push LCD color TV, and the brand marketing and Promotion has a strong influence on the public opinion in the domestic market. The future development of plasma TVs will inevitably fall into a vicious cycle of “slower sales – fewer products – poorer sales” and their delisting is inevitable.

The shrinking trend of plasma TVs in China and even in the world continues. Earlier it was said that 3D TV is a chance for plasma, but this opportunity also enjoys LCD. However, experts in the industry pointed out that "3D is more suitable for plasma", which misleads consumers. "It is expected that this year, the plasma market share will remain at 5%-6%, there will be no major breakthrough. Plasma camp companies to walk on two legs, only the liquid crystal can support the company's sales." And Panasonic and Changhong in the plasma Strategic adjustment also confirms this.

Major companies fade out of the plasma market schedule

Sony: After exiting in 2004, it was denied. In August 2006, it was confirmed that it withdrew from Toshiba: In 2004, it was reported that it would withdraw in 2005. It was later confirmed to withdraw from Fujitsu: it was reported to be withdrawn in January 2005 and confirmed to withdraw from Philips in February 2005: In March 2007, it was reported that it had withdrawn from the market and denied it. In September 2007, it was confirmed to withdraw. 2009 completely withdrew. Pioneer: In March 2008, it announced that it had withdrawn from plasma panel manufacturing and later confirmed. Completely withdrawn in March 2009.

LG: Exited in September 2008 and later denied it. August 2009 withdrew from the PDP consumer market.

Hitachi: Exited in September 2008 and later denied it. In February 2012, it officially withdrew.

Vizio: announced the withdrawal in February 2009.

Panasonic: In 2011, it began to shrink its plasma panel business and increase investment in LCD business.

Changhong: In October 2012, it stopped the acquisition of the “Orian PDP” from Changhong Group, and its LCD shipments have surpassed plasma.

Where are the plasma outlets?

Mr. Lu Jiebo, Deputy Secretary General of the China Electronic Chamber of Commerce: Taking the “professional” route From the market situation in recent years, plasma TVs are more favored by some people in the industry. The reason lies in the display performance advantages of plasma TVs. A product cannot be sold to everyone. Plasma TV is a more specialized product than other TVs. Therefore, in such an era with a highly segmented audience, plasma TVs should be suitable for themselves. The direction of development, such as taking the professional route, is for those who know more about TV or consumers who need higher display performance. Making full use of its own advantages and exploiting advantages to open up the market is the urgent task for the development of plasma TVs.

Zhang Subing, Technical Director of National Digital Television Test Center: Strengthening the concept of “eye protection” The long-standing dispute between plasma and liquid crystal has actually been a misunderstood war. Because the principle of plasma and liquid crystals is different, the plasma is much higher than the liquid crystal in terms of dynamic resolution and other indicators, so that the viewer does not feel the smear of the moving picture. In addition, the brightness of the plasma TV is lower than that of the liquid crystal, and it is closer to the conventional CRT TV. Therefore, it is not easy to produce visual fatigue. Currently on the market, plasma TVs from brands such as Panasonic, Changhong, Samsung, and LG have all come up with the concept of “eye protection”, and this concept has started to gain recognition from more and more consumers.