“Domestic enterprises are now busy digesting inventories. At the end of the first half of the year, the inventory pressure of the industry is about two months, which is within the inventory of enterprises and channels.” Yu Weixing, general manager of Aowei Consulting, told reporters that if they no longer purchase This part of the inventory must be digested before the National Day.

An industry insider told reporters that the reasonable inventory of color TV operations is around 4-5 weeks, which means that the company's sales beyond the safety stock for one month, that is, more than 3 million units.

The inventory of 3 million units, the price cuts with foreign brands, and the accelerated decline in the price of upstream panels have combined to form the triple pressure of domestic color TV competition and industrial upgrading. This may mean a loss of hundreds of millions of dollars in price, which may also mean the loss of market share. Analysts said that there is a question in front of domestic color TVs, that is, how to deal with the inventory, CCFL and LED backlight products. If the answer is excellent, you can catch the opportunity and overtake the corner.

When the clearing warehouse is in progress in August

Yesterday, a color TV industry insider told reporters, "You will see that Skyworth LCD large-scale clearing 46-inch sold for 4,500 yuan, T CL is also in large-scale clearing, clearing the obstacles for the eleven." The person told reporters that the gross profit of the company will be greatly reduced, but this is strategic, giving way to LEDs, and basically all manufacturers are reducing the burden for eleven.

The reporter also saw in a store in Beijing Gome that the promotion of some models is amazing. For example, the price of a TCL 46-inch LED TV is 7,000 yuan from 18,999 yuan, and the price is 11999 yuan. A 42-inch LED is priced at 6,000 yuan, for 9999 yuan. TCL shopping guide said that relatively speaking, TCL's price cuts are relatively large, and it is intended to ship more time during this period.

Dong Lihui, manager of Guangzhou Gome Guangxuan, said that coincides with the anniversary of the country, the decline of color TV is now around one or two. However, he believes that the price cuts for the Golden Week in September may reach about 30%, and color TV companies hope to digest their own stocks at this time.

Huang Lijie, director of Phillip Securities, pointed out in the report that the price reduction of mainland color TV manufacturers was advanced to early August, and the decline was staggering. One of the reasons is that last year's color TV market sales were so good that manufacturers were overly optimistic about sales this year, and mass production in the first half of the year led to an increase in inventories. To speed up the digestion of stocks, we must rely on price reduction promotions. Huang Yujie also believes that the current inventory will take at least two months to fully digest.

According to data provided by Zhang Lei, manager of the home appliance project of HC D&B, the shipments in the first half of the year were 17 million units, with sales of 11 million units and a gap of 6 million units.

Price reduction promotion means loss of profits or even loss. Some business people said, "The company itself must make a loss on the panel price reduction, plus the price reduction of its own products. This way the loss is indeed not small, but it is better to leave the product in the warehouse." It is reported that the 32-inch LCD For example, the panel fell from more than 200 US dollars in April to the recent 165 US dollars, and has not stopped the price decline. If the panel is calculated with 32 inches and 3 million units, the price loss will reach $105 million. For the manufacturers who purchase a large number of LCD panels in April, the pressure can be imagined.

Industrial chain collective price reduction

"Price war, this year must be played, this is inevitable." Insiders told reporters that this is related to the entire industry chain. On the one hand, the whole machine company was expected to be too high before the purchase increased. But now that the price of upstream panels has been falling, the panels that companies hold in their hands are facing price cuts. On the other hand, there is also pressure to cut prices in the upstream, because the previous purchase of the whole machine also gave confidence to the panel companies. Now the purchase of the whole machine is reduced, and the inventory of the panel companies is also under pressure. In turn, the price is lowered again, which in turn gives the whole machine the pressure.

In addition to inventory pressure, D isplaysearch said that the demand is tilting toward the LED backlight LCD panel, and the CC FL (cold cathode tube) backlight LCD panel sales are rapidly declining, which is one of the reasons for the rapid decline in panel prices.

Industrial upgrading and high inventory, this is also a difficult problem in front of color TV companies. Zhong Yikang research director Peng Wei said that the sales scale of CCFL LCD TVs has reached the peak of CR T this year, and LED backlights will gradually replace CCFL backlights. The color TV companies want to make the final score in the industrial upgrade, but the increase in inventory caused by the high expectations makes the company have to take a corner in the upgrade process.

This is also the trouble that enterprises have to face the growth. In order to ensure the stable supply of panel resources, domestic color TV companies have adopted large-volume procurement methods to purchase a large number of panel resources at a certain stage in the future. However, in the event of market volatility, such as the accelerated decline in panel prices and industrial upgrading, domestic color TV companies will also face greater inventory pressure.

Opportunity to overtake in a corner

For the foreign-funded color TV giants that own the panel resources, they can now cope with fluctuations in the panel market. Zhang Lei said that the pressure on CC FL stocks of domestic enterprises is greater than that of foreign capital, and the pressure on capital liquidity will be even greater. On the other hand, the price trend of foreign brands this year is obvious, and the price gap of the same configured products is getting smaller. In addition, the flat panel energy efficiency standard will be implemented in December, and about 10% of the products will be unqualified, which will also cause inventory pressure on CCFL LCD TVs.

Zhang Lei said that due to reasons such as home appliances going to the countryside, the demand for third- and fourth-tier channels is growing, and it is expected that inventory pressure will shift to the third- and fourth-tier markets. Yu Liangxing also told reporters that the backlog of stocks in the rural market is expected to reach about 60% to 70%. For color TV companies, doing a good job in the rural market is also conducive to digesting stocks.

Peng Wei said that in August, only a small number of models were in promotion, and the overall price cuts of color TV companies have not yet been reflected. Foreign capital is obviously more flexible. According to Zhong Yikang monitoring, the average price of the 42-inch LCD domestic brand from August 2 to August 8 is 5237 yuan, and June 14-20 is 5188 yuan. Foreign brands are in a modest price cut, with a price of 5,917 yuan for the 40-inch June 14-20, and 5,682 yuan for the week from August 2 to August 8.

Some insiders told reporters that foreign brands are moving faster than domestic brands, and their inventory pressure is relatively small. It is expected that in October of the second half of this year, foreign capital may take the space of LED price reduction to squeeze CCFL space, which will further pressure for domestic enterprises. "Domestic enterprises must reduce their losses, this can be said to be a victory and escape." The person said that to see who better digests inventory, deal with the price relationship between CCFL and LED, then this company can carry out overtaking.