Will TV prices rise? History of the largest LCD panel off the tide of the apocalypse

Since 2005, LCD panel prices have experienced too many ups and downs in the 11 years of development. Although there are few trends in the terminal market that can indicate changes in the upstream, each time the price of the panel changes, it makes the entire manufacturer Vibration is not small. Now Samsung has announced that it has shut down its 7th-generation line, which has made the industry a big shock. According to statistics, this panel line is shut down and there will be 1 million shortfalls every month on the 40-inch segment. This will make the supply of the panel a long-lost supply situation. The price of this size segment may increase in the future.

I remember that Yang Dongwen publicly stated in an interview a few years ago that due to our underestimation, the result was over-procured panels of a certain size, and now the unit price of this size panel has been reduced by a few dollars, which makes our TVs still in warehouses. There have been nearly tens of dollars of losses for each television in our country, so our quarterly financial report does not look good.

Yang Dongwen’s remarks revealed the huge impact the panel has had on the entire machine manufacturers. It is reported that a flat-panel TV panel still occupies about 70% of the cost. Coincidentally, LGD also followed Samsung and closed its own six-wire factory. This raises a question: What kind of performance does the Samsung TV industry's largest off-screen liquid crystal panel factory will bring to the terminal market, and what implications will it bring us?

First, TV opportunities will not increase prices?

Historically, there have been several price increases for LCD panels, but none have caused price increases in the terminal market. It seems that all manufacturers have agreed that prices are the most sensitive factor in the market and prices will only become lower and lower, even if they want to increase prices. , but also have to look at other people after the decision.
But this time I heard that many terminal manufacturers have to decide for the first time in a decade. However, this statement does not seem to be true. As far as the current market conditions are concerned, television prices have entered the price range of Chinese cabbage. At this time, it is difficult to increase the price and it is difficult to make some achievements in the market. In an era when this mobile phone is more expensive than a TV set, televisions would like to amortize the cost pressures brought by the upstream. They can only be saved from the aspects of after-sales, service, or packaging, brackets, etc. Big.

Second, TV mainstream size will change?

For the recent market conditions, AUO believes that in the TV sector, overall TV sales have continued to deliver good results since March of this year due to strong brand promotion and sports events. The average size of global TV is 1.5~2. The speed of inches is growing, so that the area demand grows by more than 5%.
Therefore, due to Samsung's 7th-generation line shutting down the supply of 40-inch panels, terminal manufacturers will avoid the promotion of this size of products, the main push size to 50-55 inches in this part of the market. Mainly 40-inch high cost, this size segment profit is too small, it is better to change a battlefield; Second, the more you need to promote the greater the number of terminals, the upstream supply and demand situation will lead to out of stock or out of stock A serious situation.

Therefore, the next mainstream size segment will continue to rise. The people’s demand for TV was getting bigger and bigger. I believe that after each user buys a TV, no matter how big you are, after a year, he will feel that his TV is small. Therefore, the industry also circulates a word: “TV is The smaller it is, the smaller it is."

Third, this panel off the factory tide indicates what kind of trend

In this age of mobile Internet expansion, the mobile phone is like a cash cow, and it seems that electronics companies are not embarrassed to say hello to others. This is the case, making small-size panels, especially Samsung's AMOLED anomaly, even Apple has put aside the grudges of the terminal competition, can not help but want to purchase a few orders from Samsung.
Samsung's 7th-generation line will be switched to OLED production. Samsung has long announced that it will not make large-size OLED TVs. The OLED production line must be a small-sized panel. LGD's 6th generation line also switched to a small-sized OLED production line. Judging from the actions of these two large panel makers, next year, the curved mobile phone on the market will no longer be the only Samsung, and is likely to enter the stage of homogenization.

It seems that small-size panels will continue to benefit as the popularity of smartphones continues to grow, but the growth of smart phones has begun to show negative growth. Therefore, this new addition to the panel in addition to occupying more markets, similar to curved mobile phone screen The technology will become more and more stable as the supply of upstream panels becomes more and more popular.

Fourth, to shut down the front panel Samsung to do?

It has been reported that Samsung’s 7th-generation line is actually the S-LCD that Samsung and Sony jointly invested. Such a classic panel line actually decided that Samsung would stop production in 2019. But why plan ahead?
The author considers that Samsung currently has no competitive products to compete with LG in large size. Although Samsung doesn’t say anything, Samsung is secretly obsessed with LGD’s large-size OLEDs. Therefore, Samsung decided to produce active LED QLEDs in 2019. However, this time is exactly the same as the time for shutting down the 7th-generation line, but the question is how to share the cost?
The 7th generation line looks to be old, and its economic cutting size is mainly 40 inches, but at present the profit of the size TV is getting thinner and thinner, and the 7th generation line is not economical cutting size. Therefore, it is better to make the best use of money and find the most profitable job. Because, the profits earned can also be used as the basis for the development of QLED in 2019.

In summary, we can see that the terminal will not change its price strategy, but it will certainly adjust to changes in the upstream. Secondly, the upstream panel still firmly keeps the lifeline of the industry empty. Every move will make terminal manufacturers shake. Finally, the future technology of QLED is the ambition of Samsung. If the determined domestic manufacturers can see it, then from now on, it should be a future technological development plan.

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