The cost of LED chips accounts for about 10% of the cost of the whole machine.
In the past few days, the reporter visited Suning, Hengfa, Yihua Sihai Electric and other urban stores, found that 40-inch LED backlight LCD TV not only did not increase prices, but became the main force of promotion, such as the original price of 8999 yuan Skyworth 46-inch LED Backlight LCD TV, the current promotional price is 7999 yuan; the original price of 15999 yuan Hisense 55-inch LED backlight LCD TV, the current promotional price is 13,999 yuan, the price cut is about 10%.
Many brand promoters told reporters that the price cut of 10% is the average range in the past month. If calculated from the beginning of the year, the price cuts of many LED backlight LCD TVs have reached more than 40%. "The World Cup has injected a dose of cardiotonic agent into the sales of color TVs, and the price reduction has become the main theme of all brands." Many home appliance store owners said that they have not received any notice from manufacturers to raise prices.
Manager Lai of Jiangwei District of Skyworth told reporters: "The role of LED chips in LED backlight LCD TVs is similar to that of computer CPUs. The proportion of the total cost of the whole machine is about 10%." Many merchants believe that Compared with LCD panels, which account for about 70% of the price of the whole machine, the impact of rising chip prices on the price of the whole machine is obviously much smaller. "Considering market demand, it can be said with certainty that during the World Cup, the price of LED backlight LCD TVs will never rise." Zhang, the director of Yihua Sihai Electric, said.
The industry believes that the shortage of LED chips is caused by the explosive growth of LED backlight LCD TVs and the unsuccessful release of upstream chip suppliers' expansion capacity. Last year, there were already many chip projects in the country, and the industry prospects are good. Under the policy encouragement, the price increase of LED chips is only temporary.
LED backlight LCD TV prices are hard to rise in the second half of the year
"With the large-scale mass production of LED backlight LCD TVs, it will become the mainstream of the color TV market in the second half of this year, and the price reduction war will be inevitable." In the interview, a number of store owners passed the view to reporters.
"Now the LED backlight LCD TV has become a push product for color TV manufacturers. Not only does the production capacity account for about 70% of the color TV production line, but even the promotional resources are much richer than the LCD backlight LCD TV." Su Jing, Manager of Jiangmen Suning Purchasing Department Tell reporters that LED backlight LCD TV as a new product listed soon, has not experienced a fierce price fight, so there is still a certain room for price decline.
In this regard, Zhang supervisor also agreed, he believes that the new product soon, the pricing is usually higher, once mass production, production costs will be further reduced, this year is the "popular year" of LED backlight LCD TV, with Guangzhou Asian Games In the coming year, color TV manufacturers are likely to further reduce the price of LED backlight LCD TV products through a series of promotional price reduction activities in the second half of the year, with a price reduction of at least 10%.
For the trend of LED backlight LCD TV prices in the second half of the year, Lai Manager has different views. He believes that the production cost of color TVs has always been rising, but it has not yet reflected the sales of the terminal. After all, the market competition is fierce. The rush to increase prices means losing customers and market share, so home appliance companies will not directly increase prices. To resist the rise in costs, but to implement the "curve price increase", through other means to resolve the pressure of rising costs, such as the original bargaining amount of 200 yuan, and now may be reduced to 100 yuan, by reducing the promotion of holiday promotions to compress cost.
Therefore, the trend of LED backlight LCD TV prices in the second half of the year depends on raw material prices and market demand.
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