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Http://finance.sina.com.cn January 16, 2005 10:46 Economic Observer
A few days ago, Sony, Toshiba successively passed the winds of exit plasma (PDP) TV to turn to LCD (LCD) TV market, plus the realization of Sharp 45-inch LCD TV, so that the argument of the independence of the independence plasma is very mad. "The market behavior of individual companies is trying to cover the truth of the entire industry", and many domestic people believe that the plasma elimination in individual Japanese enterprises is just a "excuse" that don't do a good plasma.
"Plasma elimination is a fashion!" Lu Shimo, deputy director of the Research Institute of the State Council Development Research Center, said "" LCD technology's research and price decline is just the performance of the LCD market, but it is not easy to think that plasma is over time. , The contrary, plasma market demand is still quite strong. "
He believes that Sony, Toshiba evacuates the plasma TV market, not because the market is shrinking, but a helpless exit. "In terms of price and channel, Japanese enterprises have basically do Chinese companies. Even if they have the best panel of the world, there is no advantage on TV, in 2004, domestic flat-screen TV sales is not Japanese manufacturers. It is domestically produced Xiahua, Hisense. "
"This is the same as the domestic brands in the same year. Sony, Toshiba's exits is in turn, which is the coming of the domestic brand flat-panel era." Yang Lei, analyst, pointed out, " The brand is still behind Japanese and other foreign brands. However, since last year, the domestic brand has risen very fast, the market share has expanded, and the initial statistics have been caught in Japan last year. "
Unexpected "pain"
The exit said that Sony and Toshiba were armed. Dalian Toshiba Operating Branch Strategic Planning Department Wang Zheng replied: "Purely a rumor, there is no fact." He said that although in the Japanese market, Toshiba has no more than 40 inches of plasma TV, but in China's overseas market Toshiba will still continue to produce and actively expand plasma TV sales. Plasma and LCD TV are still high-end products in Toshiba this year. At the same time, in order to avoid the impact of reporting on the company's sales, the part will also notify the "various branch market staff to quickly communicate all the relevant personnel such as sales staff, promoters".
Perhaps the most convincing or data. As the first joint venture established in China, Shanghai So Guangmou has recently been revealed that in 2005, the PDP TV sales plan only 5,000, while LCD TV reached 99,000 units. Not only that, in Saiguang's PDP TV sales expectation, in addition to more than 1,000 units in April, there are only 500 sets of other months, only 100 in September, after October, this data is 0.
However, Sony, Toshiba's exit rumors not only have no effect, but further ignited the enthusiasm of domestic manufacturers' investment plasma.
On December 20, 2004, China's largest color management company Rainbow Group Financial Director Yun Dajun, the overall list of Hong Kong, said that it would focus on 42-inch-50-inch plasma screens (plasma TV core components) and modules. Only 8 days later, the Swant Group of the refrigerator and washing machine and other enterprises such as the laundry facility and other enterprises were continuously acquired, and the core technology of 80 million yuan was also purchased. And Hisense, Xiahua and other manufacturers have also selected the expansion of plasma production lines. Based on the original plasma production line, Xia Hua has investing in another production line in November 2004.
Compared with someone who exited the game, people who have entered the capital will be more thoughtful. In the view of the industry, Sony, Toshiba is shrunk by the market to withdraw plasma, but it is only a "shame" that can't be covered.
Sony, Toshiba's national comrades, the e-nematic electron discloses, the real cause of the two giants exits is not to control the core technology, only in the downstream of the industrial chain, and cannot obtain cost advantage. According to the chairman of the Pioneer Electronics (China) Investment Co., Ltd., the current world is currently only Panasonic, Pioneer, Fujitsu Hitachi, LG and Samsung 5 companies can produce plasma screens. Sony, Toshiba has always purchased a plasma screen from the above-mentioned enterprises, and the screen as a key component accounts for about 60% of the TV, so Sony, Toshiba cannot obtain cost advantages. Coupled with the cost advantage of Chinese companies, the Japanese enterprises that pursue excess profit have only to turn to emerging fields with higher profit margins. "There is no PDP key technology, Sony, Toshiba is never leaning down to grazing, because people are drinking milk, we are very happy to eat," Lu Shio said that the Japanese manufacture The cost decides that it is only a competition with the same level of Chinese companies.
But there is a reason but is a pioneer is not willing to mention, that is, the fact that China's local enterprises catch up. "Sony just exits the Chinese market, but did not expressed to the US market." Yang Lei said. In a statement in Sony, I pointed out: "Sony has never gives up the plan of the US plasma TV market in 2005 or foreseeable future." She believes that Japanese companies have failed to compete with domestic enterprises in the market and channels, "Japanese companies It is quiet in the market. "
Not just the Chinese market, "At present, the influence of Japanese color TV enterprises is also getting more and more influence in China and South Korea." Liu Hongqi, president of TCL Overseas Business, said, "The direction of the color TV market is not Japanese companies are decided, Japanese companies are only an important participant in the industry chain. "
After leaving the black and white and traditional color TV market, Japanese companies seem to have still been able to repeat the mistakes in the higher-side tablet market. According to statistics from January to October, 29 inch and above HD and flat-screen TV, domestic brand sales reached 56.8%, with sales volume reached 77.4%, and domestic brands were first surpassed in HD fields.
Plasma micro?
Since the liquid crystal of the liquid crystal, the relationship between the industry believes that the industry believes that the liquid crystal and plasma understand "is not your life, it is my death" is not too simple. LCD large-sized techniques are constantly moving to plasma, but the liquid crystal is being mature, not representing plasma shaping, in the current view, the liquid crystal and plasma will also be exciting for a while.
"LCD is not a trend, just make people feel trend." Guo Shijie, the consumer electronics analyst of Shui Qingmai Research Center, said, "Sometimes I repeat 1000 times is the truth, who is big, who is the truth."
He believes that although the plasma is not as good as the liquid crystal, the plasma has its own advantage, such as color, the highest can reach the color, and the liquid crystal is generally 1677 million colors; the response speed, the PDP is microsecond level, The LCD-TV is a millisecond level, and the difference between three orders of magnitude. The characteristics of the LCD molecule itself determine that its response speed will never be less than 1 millisecond; contrast, PDP can be easily reached to 3000: 1, and LCD-TV is 1000: 1 is difficult.
From the market maturity, Faraday Lie believes that the current plasma market has not shrunk in Japan, but has entered the maturity period, and he expects China's plasma market to enter maturity during 2007.
This is also the case in the US market. On January 8, 2005, Dell is responsible for Michael, Vice President of American Consumer Business, said that the demand for Dell plasma TV has significantly exceeded the company's expectations and supplies. The sales volume of the plasma TV is 4 times that is expected.
"Domestic manufacturers and Dell have a similar place, which is the main strength in the channel", Guo Shijie said, "This seems like IBM exits the PC market, not because the PC has no market, but the channel of Lenovo is better than IBM. "So, although domestic manufacturers do not have plasma core technology, they can win channels. Lu Blanbo also believes that due to the current phase output technology is still analog output, digitally reaches the day, "Although the liquid crystal has high-definition advantages, it cannot be embodied, and the plasma has survival."
But he also said that the development speed of the liquid crystal will exceed the plasma. Therefore, domestic manufacturers have cultivated future "shake money trees" in the fruits of picking plasma mature. It is more prominent that Changhong that has always been a refined rear projection last year launched a 7-inch to 65-inch full range of LCD TVs. According to statistics, as of December 2004, China's LCD TV brand was rapidly increased by 60 in the previous year.
