"At the time we entered the plasma screen in the industry there was a lot of controversy, some laughed at Changhong's own destruction, and some questioned whether Changhong has made screen technology, but from today's point of view, our decision is correct, but also Advancement, said Liu Haizhong, head of Planning Department of Changhong Group. Indeed, this year, driven by the 3D wave, plasma TVs have shown a "rebound" trend. Unlike the previous market share that was swallowed up, the overall performance this year is remarkable. Especially with the opportunity of popularization of 3D, plasma has gained a lot of market share.
In addition, with the mass production of Changhong plasma panel production line and the introduction of a plasma panel production line from Shanghai by Panasonic, supporting companies have concentrated in Mianyang and Shanghai, and China has also become one of the countries with the most complete plasma industry chain. The comprehensive competition of plasma TVs also played a key role.
With the help of 3D rebound and 3D, the plasma TV market is expected to usher in a rebound opportunity.
At the beginning of the year, many 3D blockbuster hits, many TV stations, film companies and other content producers took the opportunity to announce their entry into the 3D market, triggering consumer expectations for 3D entry into the living room. As the most important product of living room culture, TV has also become the protagonist of this 3D wave.
Compared with LCD TVs, plasma TVs have obvious advantages in terms of dynamic resolution, refresh rate, etc. This is the most practical advantage in the 3D era.
Against this backdrop, Changhong and Panasonic not only seized this opportunity, but also rapidly increased the production ratio of 3D plasma TVs. Even Samsung and LG, which started to fade out of the plasma TV market from the beginning of 2008, also introduced a variety of 3D models. New plasma TV.
In May this year, Changhong, the only company with a complete 3D industrial chain in China, clearly stated that by the end of this year, 3D to 80,000 plasma TVs will be sold at 50,000 to 80,000 units. From the perspective of cost, in the large-size market of 50 inches or more, the competitive advantage of 3D plasma TVs is even more obvious, and Changhong will lock in the market.
Similarly, Panasonic also announced that it will focus on the development of large-size 3D TVs over 50 inches. In order to show consumers the advantages of Panasonic plasma TVs, Panasonic also held 3D plasma TV tours across the country to show consumers the charm of Panasonic 3D plasma TVs.
The global plasma TV market began to show a turning point in the second quarter of 2010. From the previous consecutive decline to a significant increase, the latest DisplaySearch data shows that global plasma TV shipments in the third quarter of this year increased by 35% from the same period last year to 4.8 million units. In the second quarter, plasma TV shipments increased by 53% year-on-year, while LCD TV shipments grew by only 22%. In 2013, more than 86% of plasma TVs will be classified as 3D models.
According to Xie Qinyi, vice president of DisplaySearch Greater China, “With the perfection of plasma technology and the unique advantages of 3D display technology, it is regaining the lost position of being dominated by the cost advantage of LCD TVs. This is for panel makers such as Panasonic, Changhong and Samsung. Created new opportunities."
The cost of a plasma TV with a price comparable to that of LCD is the same as that of a liquid crystal TV.
In terms of price, the advantages of 3D plasma TV are very obvious. Vice President and Secretary-General of the China Electronics Video Industry Association, Bai Weimin, told reporters that relative to LCD, the favorable conditions for the localization of the industrial chain made the cost of plasma more advantageous, and the cost of plasma TVs of the same size and configuration was higher than that of LCD. The cost of television is nearly 10% lower. The 3D plasma TVs on the market are not only superior to LCD TVs in terms of technology, but also have competitive advantages in terms of price. Plasma has performed well during this period.
According to the research company's Yikang data, under the drive of 3D plasma TVs, the retail sales of plasma TVs reached 110,000 units in October 2010, and retail sales reached 660 million yuan. The retail sales volume and retail sales reached record highs in a single month, and the growth rate was month-on-month. Both exceeded 30%. From January to October 2010, total retail sales of plasma TVs reached 623,000 units, retail sales reached 3.92 billion yuan, and since the launch of 3D plasma TVs in April, the retail sales and retail sales have grown significantly.
The excellent price/performance ratio also makes plasma TV seize market opportunities. According to Changhong's surveillance of retail data of 4,750 stores across the country, during the National Day, Changhong’s daily sales of 50-inch, 55-inch, 58-inch, and 63-inch 3D TVs exceeded 1,000 units per day.
The reporter learned that in order to further reduce product costs and create greater cost/performance advantages, Panasonic decided to expand its Shanghai plant's production capacity this year, from the current annual capacity of 300,000 units to 3 million units, a 10-fold increase, and the new plant is expected to It will start in November. Most of these products are directed at 3D plasma TVs. After the expansion of production capacity, prices are bound to fall.
Better technical support With the strong support of the country, the Chinese plasma industry has established a complete support system.
In fact, in the impulse of upstream investment, the investment in plasma panels seems to be more suitable for Chinese companies, because the investment of LCD panel production lines of high generation is often in the hundreds of billions, and it is difficult to withstand in the color TV industry that lacks state funding, and patents for LCD panels The number is large and most of them are in the hands of foreign companies.
Around the State Council's "Electronic Information Industry Adjustment and Revitalization Plan", in 2010, Changhong relied on the plasma projects supported by Changhong by the National Development and Reform Commission, accelerating the breakthrough of new display technology bottlenecks, to show that the overall transformation of the industry led the color TV industry to transform, and has become a color TV company. The benchmark for strategic transformation.
In particular, on January 21 this year, Changhong has its own proprietary intellectual property rights plasma display panel production line full production, the total production capacity of 2.16 million tablets at the beginning of this year, the first phase of Hong Europe plasma screen project put into full production, while Hong Europe Plasma Phase I expansion project Launched, plans to form an annual production capacity of 3 million pieces, and eventually formed 6 million pieces of production capacity through the later construction on the basis of energy expansion, becoming the world's top three plasma panel makers.
The reporter learned that since 2006 when Changhong broke the patent restriction on foreign companies' plasmas, it has made breakthroughs in materials, devices, processes and equipment through independent research and development, and obtained a number of invention patents, filling the domestic gap.
At the same time, Panasonic plans to expand its plasma panel production line in Shanghai, China. The initial expansion plans will be completed in two steps, with an annual production capacity of 1.5 million units and an additional 1.5 million units in the second period.
For Panasonic's expansion plan in Shanghai, companies supporting plasma screens also expressed their willingness to move to Shanghai. Tian Xiaoqi, deputy general manager of Shanghai Panasonic Plasma Display Devices Co., Ltd., told the China Electronics News that some glass and paste companies have already considered setting up factories near Shanghai.
In fact, Panasonic's expansion in Shanghai, coupled with Changhong's production lines in Mianyang and Hefei, these production capacities have been sufficient to support the demand for a plasma glass production line. Japan's Asahi Glass, Korea's LG Chemical and others are concerned about this dynamic change. These are good news for the plasma camp.
Reporter's commentary breaks through high-end Sanmu According to the data released by the China Electronics Video Industry Association, even though China has 4 plasma panel production lines that reach mass production, the annual production capacity is not even tens of millions. Last year, China’s LCD TV shipments exceeded 6000. Million units may exceed 100 million units by 2013, and plasma TVs will still be a small number in the flat-panel TV market.
This is a difficult reality to change. Under the squeeze of LCD TVs, the market space for plasma TVs has been greatly squeezed. Although 3D is used this year, Changhong and Panasonic have great profits, but with the launch of large-scale 3D LCD TVs next year, The price war will take place in turns, and the current high profits of 3D TV will no longer exist. At that time, what will the plasma camp win?
The author believes that in order to solve this problem, plasma TV manufacturers must change their marketing ideas, position plasma TVs in the high-end market, and take the fine line. If only the price advantage of the plasma industry, in the next two years of rapid rise in the LCD panel industry, the advantages will be difficult to continue.
In view of this, there are at least two advantages for plasma to go high: On the one hand, plasma does have excellent technical performance; on the other hand, plasma TVs are superior in size. Once the high-end boutique route is successful, plasma TV manufacturers will obtain greater profits with less sales.
From the 32-inch market share competition in 2008 to the 40-inch market competition in 2009 to the current 40-inch to 50-inch market competition, all are under the background that companies continue to cut prices and profits continue to be squeezed. For half a year, foreign brands even used OEM products to grab market share in order to seize the market.
In this context, plasma camps with large size advantages may still be unable to escape the price war that will continue to worsen next year if they are still short-circuited with LCD TV camps in markets below 50 inches.
We are gratified that, starting in 2010, the plasma camp, which is aware of the decline in industry profits, has also shown signs of transitioning to the high end.
According to the data from China Yikang, the average price of plasma TVs has risen compared with the previous period, and the profits of plasma TV companies have also increased. For example, from January to October this year, Changhong’s retail sales increased by 22% over the same period of last year. %. Other manufacturers focused on LCD TVs were affected by the digested inventory, and the increase was relatively small.
In short, when the profits of the color TV industry are declining, plasma must open up a world where it is not only technology but also the need to break through the status quo and challenge the high-end courage and courage.
In addition, with the mass production of Changhong plasma panel production line and the introduction of a plasma panel production line from Shanghai by Panasonic, supporting companies have concentrated in Mianyang and Shanghai, and China has also become one of the countries with the most complete plasma industry chain. The comprehensive competition of plasma TVs also played a key role.
With the help of 3D rebound and 3D, the plasma TV market is expected to usher in a rebound opportunity.
At the beginning of the year, many 3D blockbuster hits, many TV stations, film companies and other content producers took the opportunity to announce their entry into the 3D market, triggering consumer expectations for 3D entry into the living room. As the most important product of living room culture, TV has also become the protagonist of this 3D wave.
Compared with LCD TVs, plasma TVs have obvious advantages in terms of dynamic resolution, refresh rate, etc. This is the most practical advantage in the 3D era.
Against this backdrop, Changhong and Panasonic not only seized this opportunity, but also rapidly increased the production ratio of 3D plasma TVs. Even Samsung and LG, which started to fade out of the plasma TV market from the beginning of 2008, also introduced a variety of 3D models. New plasma TV.
In May this year, Changhong, the only company with a complete 3D industrial chain in China, clearly stated that by the end of this year, 3D to 80,000 plasma TVs will be sold at 50,000 to 80,000 units. From the perspective of cost, in the large-size market of 50 inches or more, the competitive advantage of 3D plasma TVs is even more obvious, and Changhong will lock in the market.
Similarly, Panasonic also announced that it will focus on the development of large-size 3D TVs over 50 inches. In order to show consumers the advantages of Panasonic plasma TVs, Panasonic also held 3D plasma TV tours across the country to show consumers the charm of Panasonic 3D plasma TVs.
The global plasma TV market began to show a turning point in the second quarter of 2010. From the previous consecutive decline to a significant increase, the latest DisplaySearch data shows that global plasma TV shipments in the third quarter of this year increased by 35% from the same period last year to 4.8 million units. In the second quarter, plasma TV shipments increased by 53% year-on-year, while LCD TV shipments grew by only 22%. In 2013, more than 86% of plasma TVs will be classified as 3D models.
According to Xie Qinyi, vice president of DisplaySearch Greater China, “With the perfection of plasma technology and the unique advantages of 3D display technology, it is regaining the lost position of being dominated by the cost advantage of LCD TVs. This is for panel makers such as Panasonic, Changhong and Samsung. Created new opportunities."
The cost of a plasma TV with a price comparable to that of LCD is the same as that of a liquid crystal TV.
In terms of price, the advantages of 3D plasma TV are very obvious. Vice President and Secretary-General of the China Electronics Video Industry Association, Bai Weimin, told reporters that relative to LCD, the favorable conditions for the localization of the industrial chain made the cost of plasma more advantageous, and the cost of plasma TVs of the same size and configuration was higher than that of LCD. The cost of television is nearly 10% lower. The 3D plasma TVs on the market are not only superior to LCD TVs in terms of technology, but also have competitive advantages in terms of price. Plasma has performed well during this period.
According to the research company's Yikang data, under the drive of 3D plasma TVs, the retail sales of plasma TVs reached 110,000 units in October 2010, and retail sales reached 660 million yuan. The retail sales volume and retail sales reached record highs in a single month, and the growth rate was month-on-month. Both exceeded 30%. From January to October 2010, total retail sales of plasma TVs reached 623,000 units, retail sales reached 3.92 billion yuan, and since the launch of 3D plasma TVs in April, the retail sales and retail sales have grown significantly.
The excellent price/performance ratio also makes plasma TV seize market opportunities. According to Changhong's surveillance of retail data of 4,750 stores across the country, during the National Day, Changhong’s daily sales of 50-inch, 55-inch, 58-inch, and 63-inch 3D TVs exceeded 1,000 units per day.
The reporter learned that in order to further reduce product costs and create greater cost/performance advantages, Panasonic decided to expand its Shanghai plant's production capacity this year, from the current annual capacity of 300,000 units to 3 million units, a 10-fold increase, and the new plant is expected to It will start in November. Most of these products are directed at 3D plasma TVs. After the expansion of production capacity, prices are bound to fall.
Better technical support With the strong support of the country, the Chinese plasma industry has established a complete support system.
In fact, in the impulse of upstream investment, the investment in plasma panels seems to be more suitable for Chinese companies, because the investment of LCD panel production lines of high generation is often in the hundreds of billions, and it is difficult to withstand in the color TV industry that lacks state funding, and patents for LCD panels The number is large and most of them are in the hands of foreign companies.
Around the State Council's "Electronic Information Industry Adjustment and Revitalization Plan", in 2010, Changhong relied on the plasma projects supported by Changhong by the National Development and Reform Commission, accelerating the breakthrough of new display technology bottlenecks, to show that the overall transformation of the industry led the color TV industry to transform, and has become a color TV company. The benchmark for strategic transformation.
In particular, on January 21 this year, Changhong has its own proprietary intellectual property rights plasma display panel production line full production, the total production capacity of 2.16 million tablets at the beginning of this year, the first phase of Hong Europe plasma screen project put into full production, while Hong Europe Plasma Phase I expansion project Launched, plans to form an annual production capacity of 3 million pieces, and eventually formed 6 million pieces of production capacity through the later construction on the basis of energy expansion, becoming the world's top three plasma panel makers.
The reporter learned that since 2006 when Changhong broke the patent restriction on foreign companies' plasmas, it has made breakthroughs in materials, devices, processes and equipment through independent research and development, and obtained a number of invention patents, filling the domestic gap.
At the same time, Panasonic plans to expand its plasma panel production line in Shanghai, China. The initial expansion plans will be completed in two steps, with an annual production capacity of 1.5 million units and an additional 1.5 million units in the second period.
For Panasonic's expansion plan in Shanghai, companies supporting plasma screens also expressed their willingness to move to Shanghai. Tian Xiaoqi, deputy general manager of Shanghai Panasonic Plasma Display Devices Co., Ltd., told the China Electronics News that some glass and paste companies have already considered setting up factories near Shanghai.
In fact, Panasonic's expansion in Shanghai, coupled with Changhong's production lines in Mianyang and Hefei, these production capacities have been sufficient to support the demand for a plasma glass production line. Japan's Asahi Glass, Korea's LG Chemical and others are concerned about this dynamic change. These are good news for the plasma camp.
Reporter's commentary breaks through high-end Sanmu According to the data released by the China Electronics Video Industry Association, even though China has 4 plasma panel production lines that reach mass production, the annual production capacity is not even tens of millions. Last year, China’s LCD TV shipments exceeded 6000. Million units may exceed 100 million units by 2013, and plasma TVs will still be a small number in the flat-panel TV market.
This is a difficult reality to change. Under the squeeze of LCD TVs, the market space for plasma TVs has been greatly squeezed. Although 3D is used this year, Changhong and Panasonic have great profits, but with the launch of large-scale 3D LCD TVs next year, The price war will take place in turns, and the current high profits of 3D TV will no longer exist. At that time, what will the plasma camp win?
The author believes that in order to solve this problem, plasma TV manufacturers must change their marketing ideas, position plasma TVs in the high-end market, and take the fine line. If only the price advantage of the plasma industry, in the next two years of rapid rise in the LCD panel industry, the advantages will be difficult to continue.
In view of this, there are at least two advantages for plasma to go high: On the one hand, plasma does have excellent technical performance; on the other hand, plasma TVs are superior in size. Once the high-end boutique route is successful, plasma TV manufacturers will obtain greater profits with less sales.
From the 32-inch market share competition in 2008 to the 40-inch market competition in 2009 to the current 40-inch to 50-inch market competition, all are under the background that companies continue to cut prices and profits continue to be squeezed. For half a year, foreign brands even used OEM products to grab market share in order to seize the market.
In this context, plasma camps with large size advantages may still be unable to escape the price war that will continue to worsen next year if they are still short-circuited with LCD TV camps in markets below 50 inches.
We are gratified that, starting in 2010, the plasma camp, which is aware of the decline in industry profits, has also shown signs of transitioning to the high end.
According to the data from China Yikang, the average price of plasma TVs has risen compared with the previous period, and the profits of plasma TV companies have also increased. For example, from January to October this year, Changhong’s retail sales increased by 22% over the same period of last year. %. Other manufacturers focused on LCD TVs were affected by the digested inventory, and the increase was relatively small.
In short, when the profits of the color TV industry are declining, plasma must open up a world where it is not only technology but also the need to break through the status quo and challenge the high-end courage and courage.
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