Appliance industry: share of domestic brands is expected to continue to enhance - LCD TV, CRT TV - Network Appliance Industry
Domestic TV Stock of about 4.5 million units, of which about 400 million CRT TV sets. These CRT TV in the next 10 years will all the updates into
LCD TV , Simple calculations bring at least 40 million units per year LCD TV sales. Domestic brands have obvious advantages, market share is expected to continue to improve.
LCD TV demand growth Integrated multi-statistics, we calculated the domestic LCD TV 2009 market size of about 26 million units, up 100%; the overall TV market of about 37 million units, down 10% year on year.
History CRT TV the pinnacle of domestic sales more than 4,000 million units per year. We believe that the consumption of LCD TV
Electronic Update feature will bring speed, completely change the color TV industry trends, sales of pre-peak can expect a breakthrough.
Large stock of domestic color TV. Currently the stock of about 450 million color TV sets, in which about 400 million CRT TV sets. These CRT TV in the next 10 years will all the updates into the LCD TV, a simple measure at least a year to bring 40 million LCD TV sales to Taiwan; to 8 years updated total will be 50 million units per year.
LCD TV service life of 7 years, we believe that updated in 6-8 years. CRT TVs with the current update time of 12 years compared to the scale of the domestic color TV market update can improve on 50% -100%, industry growth has staying power.
LCD TV's new market demand. Many office buildings and business market have begun to use LCD TV as a display,
Advertisement And guidelines for such purposes, some stores even as a decoration standard LCD TV to broadcast advertisements and commercials and so on. This new market is expected to bring greater demand for space. We believe that in the future for a long period of time, LCD TV can not quickly be replaced by new technology. In the alternative to the massive amount of CRT television market space, the vast majority will be occupied by LCD TVs.
Confidence in domestic brands TV in 2010 is widely expected to be stiff competition, foreign TV brands may aggressively cut prices to grab market share, as between the domestic color TV brands
Panel Supply and module self brings the competitiveness of the difference will be reduced. We believe that the share of domestic brands as a whole will remain at relatively stable levels, high-end market or more occupied by foreign brands. Competition among domestic brands or increase in intensity, but more focused on the characteristics
Marketing Rather than simple price competition. Foreign brands in 2010 to determine the competitive strategy of the basic, most are still conservative. Although the share of foreign brands in the third quarter of last year, the monthly rise, but still lower than the average share of 30%; even taking into account the application of more aggressive foreign competition, brand strategy, we believe its market share in 2010 will remain stable at 30% so there will not be significantly improved.
From the economic point of view, mostly high-end foreign brand products, the price elasticity of demand and profit than the stronger. Although the second half of last year, some foreign brands such as
SHARP And the introduction of low-end Sony LCD TV products, but few additional features. Taking into account the high-end brand image, we determine the price reduction rate will not be too mainstream. In the high-end foreign brand products such as LED backlight on television to promote their share of the advantages or. We determine next year's LED backlit LCD TV is expected to cut prices about 20%, even if the share of foreign brands to enhance, the overall share was not affected.
Benefit Appliances to the countryside And TM to limit policies to enhance, color television 34 market and the proportion of the rural market will increase significantly. Foreign brands at a disadvantage in the channel. Domestic brand competition may increase in intensity, but suffered the pain of domestic price competition, more companies will apply the characteristics of marketing, rather than simple price competition. -Name manufacturers would be further clean up the mainstream market share firms have slightly narrowed the gap or trend, but it should not too much.
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