Yesterday, the 2010 China Electronic Information Industry Operation and Color TV Industry Research Conference jointly organized by the Ministry of Industry and Information Technology, the Ministry of Industry and Information Technology, the Department of Electronic Information of the Ministry of Industry and Information Technology, the Video Industry Association and Ovid Consulting was held in Beijing. The vice secretary general of the Video Industry Association Sun Xinguo When summing up the results in 2010, it revealed that the investment plan for glass substrates, high-generation panels, modules and integrated equipment, and supporting industries, etc. exceeded 200 billion yuan, and five major industrial clusters were initially formed.
As China's color TV industry has been making up for the industrial chain, the panel industry has attracted many companies in the past two years. Zhou Zixue, chief economist of the Ministry of Industry and Information Technology, warned at the meeting that the area where China's panel industry invests and builds factories can be appropriately dispersed, but the business entities must concentrate and cry out, “China must integrate one or two enterprises into a full-scale industrial chain enterprise, integration is the productivity, and integration. It is the competitiveness and the integration. China's flat-plate industry will not be competitive.†In response, some enterprise representatives stated that in the face of the diversification of the main body of interest, the administrative power and market forces are superimposed, and it is difficult from the perspective of the operation of the enterprise. . Obviously, it is difficult for bigwigs to make simple elections for Apple or Samsung.
The situation in which the investment of hundreds of billions of people has not been changed depends on the “Eleventh Five-Year Planâ€, “End of Officials†and “Twelve Five Years†and “Qiyuanâ€. Sun Xinuo stated that in 2010, the output value of China's color TV reached 1080 billion, and the total output of color TV reached the highest in history. Point 11,493 million units, a year-on-year increase of 16.1%. At the same time as becoming the largest production base and the largest market, the industry will be transferred to the “12th Five-Year Plan†and will be in a new stage of transformation and upgrading. It said that in 2010 it showed a major breakthrough in the industrial system, with an investment plan of more than 200 billion yuan around investment in glass substrates, high-generation panels, modules and integrated equipment, and supporting industries, and initially formed five major industrial clusters, namely the Beijing Radiant Circle, The Yangtze River Delta, the Pearl River Delta, the Haixi Economic Zone, and the Western Development Zone, which is mainly based in Chengdu.
For the current status of the development of flat products in China, mastering the resources of the upstream panel is one of the important links in the development of flat products. In the past two years, with the strong support of government departments, China has gradually been equipped with panel production capacity. The BOE 8.5 generation panel production line vigorously supported by the government will enter mass production in 2011, followed by Samsung, AUO, LGD and other senior generation lines. The product will also be gradually mass produced. According to AVC's data, the investment in the upstream of the industrial chain exceeds 300 billion in the future, becoming the world’s leading supplier of flat panel display devices, with more than 100 million TFT-LCD panels and modules (32-inch computing), and PDP Over 5 million panels/modules.
However, Zhou Zixue put forward different thinking on all these achievements. Zhou Zixue said that panel products are not easy to transport and they need to consider the economic transportation radius and market distribution of the products. According to the distribution of color TV production bases, investment in the construction of panel production plants, around the panel plant, the formation of upstream support and downstream machine production, and even on-site sales. However, the business entity must concentrate. According to its introduction, at least three production lines for panels can achieve economies of scale. This economies of scale is not only reflected in the number of production lines, but also in the price negotiation capabilities of companies in the procurement process.
As the upstream components of the panel, such as materials and equipment, and downstream enterprises are all global industries, the purchase scale of panel manufacturers and the control of the panel market will all affect the production cost of the company to a large extent. selling price. Zhou Zixue said that from a global point of view, there are currently no more than 10 companies that make large-size panels, and it is difficult for those ranked in the top five to have a competitive advantage. Therefore, in order to develop the flat panel display industry, China must concentrate its business entities. This is determined by the law of industrial development. Since 2009, many companies have entered the panel production field one after another, so there are more business entities. We don't mean that there are many production lines. One business entity only sets up one production line, which does not scale. Companies also have plans for more production lines, but They also faced a lot of difficulties such as huge financing, talent accumulation, and market development, etc. “At the same time, several panel companies in China are facing difficulties in financing, prices being restrained, and upstream and equipment being restrained, and they have not embarked on the road to steady development. The longest industrial chain tests the ability of enterprises to resist risks. Zhou Zixue emphasized that international companies with complete industrial chain, such as Samsung and LG, from raw materials to equipment, to complete machines, are all operating in the entire industry chain, and they can “the east is not bright. "We will carry out strategic price cuts, that is, for the sake of market coverage, we will lower the price of a certain segment of the industry chain and use the high profits of other parts of the industry chain to make up for it." In its view, China must integrate one or two companies to complete the industrial chain enterprise. "We must allow powerful business entities to focus their productivity on all aspects, complete industrial integration, and achieve economies of scale in order to effectively promote China's flat panel display industry. The competitiveness."
In this regard, Yang Dongwen, vice president of Skyworth Group, said that from the point of view of the company, the operation is relatively difficult. Faced with the diversification of the main body of interest, there is the power of the administration and the power of the market. The operability of the company is difficult. In its view, Korean companies embark on the path of the entire industry chain, with both active and passive factors. The South Korean market is relatively small, making it difficult for foreign purchases. And China is a large country with a big market, different market scope, and operations are also different. “The United States is also a big country and big market. They rarely compete in the whole industry chain and there are more professional competition companies. It is too early to compare Apple and Samsung. They represent two different directions. We are not big enough. How to grasp the development laws and operational characteristics is an important proposition."
In 2010, color TV companies can be described as "thrilling." This year, the industry chain was once again unstable. The inventory was too high at the beginning of the year and the prices of finished products and key components dropped drastically. Business pressure was doubled. Yang Dongwen said that one of the causes of market miscalculation is precisely because the industry chain is too long. The length of the flat display industry chain is the longest in the world, involving many parts, and there are many key components, and there is a problem of time lag. For example, Corning turned off a stove and it would take six months to open it again. "Why is the market unstable? One of the fundamental reasons is that the industrial chain is too long to see the end of the industry. I said that the year of 2010 was a thrilling year. It may still be the case in 2011. Now the panel price cuts, maybe the second quarter It's a price increase. This lesson will reflect on the company."
Data Touching â— Drop in foreign prices for half a year
At this press conference, AVC published the latest statistics. Among them, the 32-inch CCFL market average price fell from 5844 yuan in early 2008 to 2,806 yuan by the end of 2010; the 32-inch LED market price fell from 7,970 yuan in the second quarter of 2009 to 3,634 yuan by the end of 2010. The price reduction of the major size of flat products has reached about 50%. Among them, the overall price drop of foreign-brand LCD TVs in 2010 continued to surpass 4% of domestic brands for six consecutive months, which is the first time in the industry.
â—E-commerce will share 10% of color TV sales in the next 5 years. For the home appliance industry, the well-known brands of Jingdong Mall, Xinqin.com, Suning.com, Gome.com.cn, and Taobao.com will rely on their prices. Distribution and other advantages have been recognized by consumers. Aowei Consulting's data shows that the scale of color TV achieved by e-commerce channels in 2010 accounted for 1% of the total sales volume, and it is expected to reach 5% in the next 3 years, and it will account for 10% of sales in the next 5 years.
â— Plasma growth is expected to surpass that of LCD for the first time Since 2006, the technological development pattern of China's flat-panel TV market has always been that LCD has developed far faster than plasma, and by 2010, the market size of LCD will be more than 15 times that of plasma. However, this trend is expected to be broken in 2011. Under the strong promotion of plasma panel companies such as Changhong Hongou, Samsung SDI, and Panasonic, the retail sales of the plasma TV market in China are expected to exceed 2.9 million units in 2011. The industry growth rate exceeds 31%. The growth rate of LCD TVs over the same period was only 14%, which made plasma surpass LCD for the first time in five years.
As China's color TV industry has been making up for the industrial chain, the panel industry has attracted many companies in the past two years. Zhou Zixue, chief economist of the Ministry of Industry and Information Technology, warned at the meeting that the area where China's panel industry invests and builds factories can be appropriately dispersed, but the business entities must concentrate and cry out, “China must integrate one or two enterprises into a full-scale industrial chain enterprise, integration is the productivity, and integration. It is the competitiveness and the integration. China's flat-plate industry will not be competitive.†In response, some enterprise representatives stated that in the face of the diversification of the main body of interest, the administrative power and market forces are superimposed, and it is difficult from the perspective of the operation of the enterprise. . Obviously, it is difficult for bigwigs to make simple elections for Apple or Samsung.
The situation in which the investment of hundreds of billions of people has not been changed depends on the “Eleventh Five-Year Planâ€, “End of Officials†and “Twelve Five Years†and “Qiyuanâ€. Sun Xinuo stated that in 2010, the output value of China's color TV reached 1080 billion, and the total output of color TV reached the highest in history. Point 11,493 million units, a year-on-year increase of 16.1%. At the same time as becoming the largest production base and the largest market, the industry will be transferred to the “12th Five-Year Plan†and will be in a new stage of transformation and upgrading. It said that in 2010 it showed a major breakthrough in the industrial system, with an investment plan of more than 200 billion yuan around investment in glass substrates, high-generation panels, modules and integrated equipment, and supporting industries, and initially formed five major industrial clusters, namely the Beijing Radiant Circle, The Yangtze River Delta, the Pearl River Delta, the Haixi Economic Zone, and the Western Development Zone, which is mainly based in Chengdu.
For the current status of the development of flat products in China, mastering the resources of the upstream panel is one of the important links in the development of flat products. In the past two years, with the strong support of government departments, China has gradually been equipped with panel production capacity. The BOE 8.5 generation panel production line vigorously supported by the government will enter mass production in 2011, followed by Samsung, AUO, LGD and other senior generation lines. The product will also be gradually mass produced. According to AVC's data, the investment in the upstream of the industrial chain exceeds 300 billion in the future, becoming the world’s leading supplier of flat panel display devices, with more than 100 million TFT-LCD panels and modules (32-inch computing), and PDP Over 5 million panels/modules.
However, Zhou Zixue put forward different thinking on all these achievements. Zhou Zixue said that panel products are not easy to transport and they need to consider the economic transportation radius and market distribution of the products. According to the distribution of color TV production bases, investment in the construction of panel production plants, around the panel plant, the formation of upstream support and downstream machine production, and even on-site sales. However, the business entity must concentrate. According to its introduction, at least three production lines for panels can achieve economies of scale. This economies of scale is not only reflected in the number of production lines, but also in the price negotiation capabilities of companies in the procurement process.
As the upstream components of the panel, such as materials and equipment, and downstream enterprises are all global industries, the purchase scale of panel manufacturers and the control of the panel market will all affect the production cost of the company to a large extent. selling price. Zhou Zixue said that from a global point of view, there are currently no more than 10 companies that make large-size panels, and it is difficult for those ranked in the top five to have a competitive advantage. Therefore, in order to develop the flat panel display industry, China must concentrate its business entities. This is determined by the law of industrial development. Since 2009, many companies have entered the panel production field one after another, so there are more business entities. We don't mean that there are many production lines. One business entity only sets up one production line, which does not scale. Companies also have plans for more production lines, but They also faced a lot of difficulties such as huge financing, talent accumulation, and market development, etc. “At the same time, several panel companies in China are facing difficulties in financing, prices being restrained, and upstream and equipment being restrained, and they have not embarked on the road to steady development. The longest industrial chain tests the ability of enterprises to resist risks. Zhou Zixue emphasized that international companies with complete industrial chain, such as Samsung and LG, from raw materials to equipment, to complete machines, are all operating in the entire industry chain, and they can “the east is not bright. "We will carry out strategic price cuts, that is, for the sake of market coverage, we will lower the price of a certain segment of the industry chain and use the high profits of other parts of the industry chain to make up for it." In its view, China must integrate one or two companies to complete the industrial chain enterprise. "We must allow powerful business entities to focus their productivity on all aspects, complete industrial integration, and achieve economies of scale in order to effectively promote China's flat panel display industry. The competitiveness."
In this regard, Yang Dongwen, vice president of Skyworth Group, said that from the point of view of the company, the operation is relatively difficult. Faced with the diversification of the main body of interest, there is the power of the administration and the power of the market. The operability of the company is difficult. In its view, Korean companies embark on the path of the entire industry chain, with both active and passive factors. The South Korean market is relatively small, making it difficult for foreign purchases. And China is a large country with a big market, different market scope, and operations are also different. “The United States is also a big country and big market. They rarely compete in the whole industry chain and there are more professional competition companies. It is too early to compare Apple and Samsung. They represent two different directions. We are not big enough. How to grasp the development laws and operational characteristics is an important proposition."
In 2010, color TV companies can be described as "thrilling." This year, the industry chain was once again unstable. The inventory was too high at the beginning of the year and the prices of finished products and key components dropped drastically. Business pressure was doubled. Yang Dongwen said that one of the causes of market miscalculation is precisely because the industry chain is too long. The length of the flat display industry chain is the longest in the world, involving many parts, and there are many key components, and there is a problem of time lag. For example, Corning turned off a stove and it would take six months to open it again. "Why is the market unstable? One of the fundamental reasons is that the industrial chain is too long to see the end of the industry. I said that the year of 2010 was a thrilling year. It may still be the case in 2011. Now the panel price cuts, maybe the second quarter It's a price increase. This lesson will reflect on the company."
Data Touching â— Drop in foreign prices for half a year
At this press conference, AVC published the latest statistics. Among them, the 32-inch CCFL market average price fell from 5844 yuan in early 2008 to 2,806 yuan by the end of 2010; the 32-inch LED market price fell from 7,970 yuan in the second quarter of 2009 to 3,634 yuan by the end of 2010. The price reduction of the major size of flat products has reached about 50%. Among them, the overall price drop of foreign-brand LCD TVs in 2010 continued to surpass 4% of domestic brands for six consecutive months, which is the first time in the industry.
â—E-commerce will share 10% of color TV sales in the next 5 years. For the home appliance industry, the well-known brands of Jingdong Mall, Xinqin.com, Suning.com, Gome.com.cn, and Taobao.com will rely on their prices. Distribution and other advantages have been recognized by consumers. Aowei Consulting's data shows that the scale of color TV achieved by e-commerce channels in 2010 accounted for 1% of the total sales volume, and it is expected to reach 5% in the next 3 years, and it will account for 10% of sales in the next 5 years.
â— Plasma growth is expected to surpass that of LCD for the first time Since 2006, the technological development pattern of China's flat-panel TV market has always been that LCD has developed far faster than plasma, and by 2010, the market size of LCD will be more than 15 times that of plasma. However, this trend is expected to be broken in 2011. Under the strong promotion of plasma panel companies such as Changhong Hongou, Samsung SDI, and Panasonic, the retail sales of the plasma TV market in China are expected to exceed 2.9 million units in 2011. The industry growth rate exceeds 31%. The growth rate of LCD TVs over the same period was only 14%, which made plasma surpass LCD for the first time in five years.