The panel market has fallen into the "intermediate bureau" to see how Chinese and foreign companies respond

Since the financial crisis, the global panel demand has slowed down, and relatively large panel production capacity has not been released from Japan, Korea, and China. Considering that mainland China has a steady domestic demand after implementing domestic demand stimulus policies such as home appliances to the countryside, these upstream panel companies have accelerated In order to transfer the panel production line to mainland China, companies such as Samsung, AUO, LG, and Sharp have made moves, and the road to self-sufficiency in the Chinese mainland seems to have been paved. However, South Korea’s Samsung and LG’s rapid increase in investment in technology research and development in the OLED industry seems to be pulling the global panel industry into a new chess game. At this time, the Japanese government has dominated the merger of the small and medium-sized panel businesses of Toshiba, Hitachi and Sony. Integrating the overall strength of the Japanese panel industry to strengthen the layout in the OLED field, a new industry layout competition has begun. Just at this time, some domestic public opinion believes that the continuous decline in global LCD panel prices is exactly what the overseas panel companies are attempting to curb the development of China's panel industry through financial measures after they have invested heavily in high-end LCD panels production lines for domestic companies. For a time, the global panel puzzle has become more confusing.

Dawning the arrival of China's panel companies to turn dangerous into a safe China's mainland has become the world's largest TV market, and huge market opportunities have attracted global panel companies to transfer production lines to mainland China. At the same time, the expected tight supply of panels to the global industry at the beginning of the Great Earthquake in Japan at the beginning of the year has also accelerated the pace at which some companies seek relatively stable panel supply bases. In the past year, Japanese and Korean companies including Sharp Japan, South Korea’s Samsung Electronics and LG Electronics have started investing in high-end LCD panel production lines in the mainland. We have seen that leading domestic TV companies such as BOE, TCL, Panda, and Changhong have achieved breakthroughs in the high-generation panel production line. BOE’s 6th and 8.5th generation production lines have all been put into production. Last year, production was announced, TCL-Huaxing Optoelectronics 8.5 Generation Line was mass-produced, Changhong plasma panel production line was completed and put into production, high-generation panel production line has entered the mass production phase, and a new flat panel display industry cluster is being built around them. Color TV industry is a huge advantage.

When domestic companies think that the plan to attract high-end panel production lines from overseas companies has finally come true with the domestic market, the layout of overseas companies in the higher generation of panel production lines and the future of new flat panel displays has already begun. Chinese panel companies have to fall into a new strategic puzzle.

Decline in panel prices, foreign capital has set up barriers Since the beginning of this year, foreign TV companies have substantially reduced the overall market price. At the same time, the price of global LCD panels has also dropped rapidly. In fact, this foreign-funded company's initiative to cut prices is a strategic turning point. In essence, foreign-funded enterprises not only grasp the pricing power of the panel, but also familiarize themselves with the amount of panel resources hoarded by domestic companies. Therefore, through the two-way adjustment of the prices of the panel and the complete machine, it is possible to use the method of “manufacturing” inventory for the Chinese color TV industry. Obstacles to development. Previously, the industry’s stock of 4 million units is the best example. In this sense, foreign-funded enterprises at this time lower the price of the panel and drastically reduce the price of the terminal machine, in fact, it is necessary for the domestic color TV enterprises to form a large number of inventory, and has achieved its strategic deterrence. From this point of view, the current price war risk potential of TV companies is essentially set by the foreign TV companies in advance, which is more like a well-designed "trap."

At the same time, the news that the merger of Japanese and government-owned industry-innovation agencies (INCJ) led the merger of small and medium-sized panel businesses of Toshiba, Hitachi, and Sony once again aggravated the strategic crisis of Chinese panel companies. For the Japanese panel industry, the number of basic patents it controls is the largest, and its control over the industry chain is also significantly stronger than other panels. Through the integration of the three companies to re-realize the overall scale of economic, while supporting the advantages of technology and industrial chain in the small and medium-sized panel market's overall competitiveness, in order to compete with South Korean panel companies in the ever-growing small and medium size panel market. This time, the Japanese government organized Hitachi, Sony and Toshiba to restructure the small-to-medium panel business under the framework of the "Enterprise Innovation Alliance". This is not only an intuitive manifestation of the counterattack of South Korean companies by the Japanese government through administrative power, but also the acceleration of Japanese companies in OLED. Display technology development and market-oriented in-depth strategic layout.

The OLED TV battle was launched in advance. China and Japan each flocked to battle Samsung Electronics and LGD planned to launch an 8.5-generation production line for the production of large-sized OLED panels in 2012; Hitachi, Sony and Toshiba formed a joint venture dedicated to the research and development of AMOLED high-end technologies; Chinese companies Also accelerating the OLED industry's layout, it seems to announce that the OLED era has come. BOE has carried out a lot of technical research and development and reserve in forward-looking display technologies such as AMOLED, and promoted the layout of the senior generation line. At present, BOE has built a domestic advanced 5.5-generation AMOLED production line in Inner Mongolia. Beijing Visconn Technology Co., Ltd. successfully developed the first domestic 7.6-inch AMOLED full-color display, which is currently the largest AMOLED display in China. In the next five years, it will also build an AMOLED production line that can produce more than 30-inch TV products. "While Taiwanese panel companies in China do not have positive investment in mainland China, they have a lot of technology reserves in the OLED sector. AUO has shown better technical capabilities on 32-inch FULL HDRGBOLED TVs. Chi Mei's current 3.5-generation OLED production line will also gradually Expansion of production capacity Although domestic TV companies such as TCL and Changhong do not yet have OLED TVs, research and development of related technologies is already underway, and global panel companies are accelerating their efforts to lay out OLEDs and use new technologies to occupy strategic highlands. Lu Jiebo, a well-known household electrical appliance expert, said that global panel companies are accelerating the layout of OLEDs and want to use new technologies to occupy strategic heights.At present, global OLED technology is not yet mature. Although China's OLED technology has made breakthroughs, it is still focused on small and medium-sized research and development. For Chinese companies, they should not blindly follow and wait until the technology matures.