LCD TV exports fell for two consecutive months

In the first half of 2012, the export of LCD TVs in the country had just begun to show signs of happiness, and the export momentum for the next two months was reversed. According to the relevant data, in July and August, the domestic LCD TV export volume decreased by 8% year-on-year, which made uncertainty about the continued growth of annual exports.

Since 2008, the export volume of LCD TVs has increased for four consecutive years. Under the favorable circumstances that Japanese manufacturers gradually withdrew from TV manufacturing and European and American chain retailers purchased directly from manufacturers, LCD TV exports continued to grow in the first half of this year. However, in July and August, the monthly export volume of LCD TVs ended continuous growth and declined, while in the second half of the year, it was the peak season for TV export. Therefore, whether this year's export growth for five consecutive years can be achieved has greater uncertainty.

The data showed that the domestic LCD TV production in August was 7.896 million units, which was affected by the decline in exports, which fell by 1% year-on-year and ended the momentum of consecutive year-on-year increase of 6 months. In August, the total number of domestic and foreign sales of LCD TVs was 7.797 million units, a decrease of 1%; domestic shipments were 3.044 million units, an increase of 15% year-on-year, partially offsetting the decline in exports; exports were 4.753 million units, down 8% year-on-year. .

In domestic sales, despite the relatively good performance of TVs in large home appliances, the fierce price war makes the company's gross profit margins less optimistic. According to data from Zhong Yikang, in the first half of 2012, color TV accounted for 12.0% of retail sales in all household appliances, but retail sales declined by 12.3% year-on-year, further demonstrating the intensity of the price war.

In September, the domestic sales of flat-panel TVs continued to decline year-on-year, and the average retail price continued to fall. According to the retail channel data monitored by Ovid Consulting, in the four weeks before September, the retail volume of flat-panel TVs in one week only increased by one week compared to the same period last year. The price index on LCD TVs continued to fall. As of late September, it fell by about 38% from the beginning of the year. It has continued to decline this year, indicating that the channel price war is very fierce. Currently, the panel price is stable. Under the fierce competition situation, the gross profit margin of TV manufacturers will hardly rise in the second half of the year.

In addition, the penetration rates of Internet TV and 3D TVs have continued to rise, but the average price has not improved. Since the beginning of this year, Ovid Consulting's monitoring of the penetration rate of Internet TV and 3D TV sales (single week) has increased from 23.0% and 24.3% in January to 53.0% and 45.4% in late September, respectively. The era of gross margins has also passed.

For the color TV manufacturers' suggestions, Peng Yi, general manager of Beijing Zhongkang Market Research Center, said that from the year-on-year growth of retail sales and retail sales of LCD TVs at all levels in the first half of the year, although overall growth was negative, The decline in the market is lower than that in the primary and secondary markets. This shows that the rural market still has room for popularization, and as rural consumption continues to escalate, manufacturers can adjust the product mix and balance the gross profit margin by introducing marketable high-end color TV products to the rural market. Level.