The LED (light-emitting diode) TV industry, which has developed very well, suddenly heard news of the shortage of upstream chips. Domestic color TV manufacturers have recently been helpless. The LED TV market entered an explosive growth phase in the second half of last year. The sudden increase in terminal demand has made it impossible for the upstream market to respond. Although chip manufacturers are producing at full capacity, supply and demand tensions will continue for some time. Among them, the company represented by Samsung, based on its scale advantage, has signed a “guarantee†supply agreement with chip manufacturers in advance, further aggravating the current shortage of domestic enterprises. In this regard, if the domestic machine companies are negotiating, they may be able to cope with the shortage of supply shortages.
Chip gap is as high as 70%
Since April of this year, news of the tight supply of LED chips has been heard. In May and June, the problem of out-of-stock chips became more and more prominent, and many color TV manufacturers also complained that they could not get the goods.
Zeng Qing, deputy general manager of Xiamen Overseas Chinese Electronics Co., Ltd., will reveal that the shortage of LED TV chips this year may affect the normal development of the LED TV industry.
Xie Qinyi, president of DisplaySearch Greater China, revealed that the penetration rate of LED-backlit LCD TVs in 2010 is expected to be close to 30%. By 2012, LED-backlit LCD TVs will surpass cold-cathode backlit LCD TVs with a penetration rate of over 50%. In terms of enterprises, Samsung, LG and Ruixuan currently have nearly 14 million LED TV sales targets in 2010, plus the expectation of 15 million units of Japanese manufacturers and mainland Chinese brands. The expected sales volume of LED TVs this year is 5 in 2009. Times. If the demand for a LED TV chip is 1000, then the global demand for LED chips is close to 30 billion. At present, the production capacity of LED TV chips is far from meeting this demand.
It is understood that in order to have more say in the LED market, Samsung, AUO and so on have begun to vertically integrate the industry chain. But they also face a problem, that is, LED chip capacity can not be self-sufficient. So as early as the beginning of 2009, Samsung Electronics began to pack a large amount of production capacity of crystal chips in order to push LED TVs. Since March 2009, the demand for high-brightness blue LED chips has begun to tighten. At the end of 2009, the delivery time of chip makers and wafers has reached 6 weeks, and the delivery period of US chip factory Cree is up to 3 years. Up to 4 months.
In 2010, the demand for LED TVs in emerging markets such as mainland China has soared. Especially under the influence of the Spring Festival and May Day promotion, the problem of chip shortage is more obvious.
According to statistics from chip manufacturers, the current LED chip chip gap is as high as 70%. It is estimated that in the first quarter of 2011, the shortage of LED chips will be difficult to alleviate. The reporter learned that because the cost of LED backlights accounts for 10% to 15% of the total cost of LED TVs, this shortage will curb the rapid decline in the price of end products.
The sudden expansion of the market
As a representative of the new generation of LCD TVs, LED TV has always been very eye-catching. Especially in March 2009, Samsung took the lead in global mass-market LED TVs, which set off the attention of consumers around the world.
In the first half of 2009, Samsung LED LCD TVs sold less than 5% of all their LCD TVs, but by the second half of 2009, this proportion had reached more than 10%. At the beginning of 2010, Li Mingxu, director of color TV product marketing at Samsung Electronics China, revealed that the proportion of LED LCD TVs is expected to reach 30%.
Due to the rapid rise of Samsung in the consumer electronics market in recent years, many domestic color TV companies have followed and followed Samsung's strategic behavior.
In September 2009, after six months of hard support from Samsung, Chinese color TV companies responded by listing LED TVs in large quantities. After the National Day promotion last year, the battle for the LED TV market has intensified. On this basis, Hisense and Tongfang have the independent technology and manufacturing capabilities of LED backlights. Skyworth, Konka, TCL and other companies have the manufacturing capabilities of LED backlight modules. In 2009, domestic machine companies Hisense and Skyworth made plans for the transformation of traditional CCFL TVs to LED TVs. Konka, TCL, Changhong and other brands were also actively following up, while Philips, Toshiba and Sony were not obvious in this regard. .
In 2010, the new products released by domestic color TV manufacturers are almost all LED TVs. Especially in April this year, domestic mainstream color TV companies such as Hisense and Skyworth further clarified the strategic position of LED TV in its color TV business in the next few years. Under the influence of domestic enterprises, Sony, Toshiba, Sharp and other companies have also increased the proportion of LED TV shipments.
However, although these companies are rapidly involved in the whole process of LED TVs and module manufacturing, there are not many companies that have the strength to implement chip manufacturing. Therefore, when the whole machine enterprise quickly increased the LED TV shipment expectation, the chip manufacturers appeared to be stretched, and the large-scale competition became the key reason for the shortage of chips.
Baotuan procurement guarantee supply
It is foreseen that the global LED TV market will rise rapidly. The two Korean companies, Samsung and LG, have been in frequent contact with chip manufacturers in 2009.
While other companies are blindly expanding, they have forgotten to do one thing, that is, to reach a "guarantee" alliance with chip manufacturers.
In the LED TV market, Samsung's strategy is to speculate on the market first. When other companies follow suit but the production scale has not reached a certain level, Samsung quickly signed a "guaranteed" supply agreement with upstream chip manufacturers. Because chip manufacturers have such a large Single-guarantee, generally also accept the mode of early signing, so before the strength of other manufacturers has not yet formed, powerful TV manufacturers have seized the market opportunity to ensure a stable supply of goods.
As early as 2009, Jingdian became a strategic partner of Samsung LED TV chips, supplying about 75% of Samsung's chips. Before Samsung launched LED TVs, Jingdian's monthly revenue was less than 500 million yuan, but revenue in August. It has reached 1.248 billion yuan. At the end of last year, Jingdian signed a 2010 supply contract with Samsung. Samsung’s commitment to Jingdian is “guaranteeing the purchase of more than twice the number of chips from Jingdianâ€. After the LED market heats up, Samsung has formed an alliance with Yuyuan. LG, another major consumer electronics company in South Korea, also locked in chip partners early.
On the other hand, domestic color TV enterprises, although Hisense, Konka, Tsinghua Tongfang and other enterprises are actively involved in the upstream and downstream manufacturing of the LED industry, but this requires a long period of research and development and return. The current problem of domestic color TV companies is how to solve the chip supply. Insufficient problems.
Hao Yabin, deputy secretary-general of the China Electronics Video Industry Association, said that in the past few years, cooperation between China's mainland and Taiwan's LCD panels has become closer and closer, and group buying is an important way. This provides a good solution to the problem of chip shortage. experience. In the case of tight supply of LEDs, the mainland machine companies should unite to purchase from Taiwan chip manufacturers, thus achieving the effect of "1+1>2".
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