LED backlight LCD TV: Power saving, much longer than ordinary LCD, but expensive and high calorific value.
Let me show you this article, which is very representative. There is a difference between copying and pasting, and you can't kill it with a stick.
In order to survive and reduce costs, foreign TV brands such as Sony, Panasonic and Toshiba have produced a large number of LCD TVs in China.
"At present, in the global flat-panel TV market, in addition to Samsung, foreign-funded enterprises such as Sharp, LG, Sony, Philips, Panasonic and Toshiba generally use external OEM to produce flat-panel TVs! This is the survival means of TV companies with global sales of less than 6.5438 million units. "
Liu Dan, managing director of Hewlett-Packard Electronics (Shenzhen) Co., Ltd., made the above remarks in an interview with China Enterprise during the third quarter of 20 10 in China.
It is reported that Liu Dan was previously in charge of TV marketing in Konka Multimedia, TPV Technology and other enterprises. I have many years of experience in color TV industry and am familiar with the action rules and business models of the global TV industry. A few years ago, Sharp LCD TVs were sold in China, because they called the screens in Taiwan Province Province original and self-produced, which led to a crisis of consumer confidence.
Insider reveals hidden rules
It is understood that in the current global TV field, from the perspective of product technology, there are plasma, liquid crystal, 3D and LED；; From the functional point of view, there are PC all-in-one, smart TV, network TV and streaming TV, with sizes ranging from 22 inches to 55 inches. To realize the overall layout of the above products, enterprises must have at least 1000 product models.
Liu Dan thinks: "According to the above product scale, it is very difficult for some enterprises with imperfect industrial chain and market sales scale of less than 6,543,800 units. Therefore, in order to participate in market competition, many foreign-funded enterprises must seek some common models of OEM. "
For domestic enterprises, providing relatively low-cost OEM services for foreign capital can not only solve the problem of overcapacity, but also earn certain processing costs, thus ensuring their own business scale. Liu Dan revealed: "Like TCL, the total number of TVs such as domestic sales, export and OEM has exceeded100000, which is quite good." As early as the cooperation agreement signed in 2004, TCL Multimedia Company has been the main OEM of Philips CRT (cathode ray tube) TV.
As the largest electronic multinational company in Europe, Royal Philips Electronics in the Netherlands has mainly produced CRT TVs in China by TCL multimedia OEM for many years. TCL was also the main OEM of LCD TVs for Philips 20 10 years ago. Most domestic consumers are not familiar with it. According to the agreement, it will be implemented in the fourth quarter of 20 10, and TPV will exclusively use Philips trademark to carry out TV business in China. TPV will be responsible for the purchase, distribution, marketing and sales of Philips brand TV sets in China (excluding Hongkong, Taiwan Province and Macau) for a period of five years. TPV will become the main OEM of Philips LCD TV.
Since 2003, Matsushita Electric began to let TCL Group outsource the production (OEM) of Panasonic TV sets.
However, Liu Dan admits that although there is no problem with product quality, the overall performance of TV sets produced by foreign-funded enterprises will still be different. In particular, the production technology of the original Japanese factory is higher than that of some domestic foundries. This kind of performance is invisible in the short term, but there are still many consumers in the market who are worried about buying OEM products.
In this regard, Zhang Guanghua, a partner of Jiangsu Jin Changan Law Firm, said: "The OEM behavior of foreign-funded enterprises is understandable in itself, and it is a means and way of enterprise operation. However, in the terminal market, enterprises should express the OEM products to consumers, otherwise it will constitute unfair behavior to consumers and even mislead consumption. The same TV sold by Sony is produced by the original factory or OEM, and consumers have the right to know. "
Not competition, just survival.
Earlier, the media in Taiwan Province Province disclosed that in order to alleviate the operating losses and enhance the market competitiveness, the OEM ratio of Sony TV will be increased from the existing 30% to 50%, and will even be increased to over 80% in the future. Philips now has the largest OEM ratio in the world, reaching more than 70%. Since the LCD panels of Sony TV are all from Samsung and Sharp, its development in the TV market is obviously restricted by these two companies. "
It is understood that Hewlett-Packard Electronics also works for foreign-funded enterprises such as Sanyo. Hitachi, Toshiba, Panasonic and other companies are also looking for OEM cooperation in China.
Consumers refuse to buy OEM products
In view of the fact that the above-mentioned foreign TV brands are looking for OEM, the reporter of China Enterprise interviewed consumers in Beijing, Shanghai and Guangdong by telephone and random interview on the street.
Mr Gong, who lives in Fengxian, told China Enterprise: "I spent so much money on Sony and Sony TV because I took a fancy to their brands and believed in their quality and craftsmanship. If I had known that the products of these brands were all branded outside, I would definitely not buy them. " Miss Shao, from Dongguan, Guangdong Province, said, "In recent years, there have been so many quality problems in Japanese household appliances in China, such as Toshiba vertical doors and Sharp Taiwan Province provincial screens. Anyway, I will not blindly believe in foreign brands, and China manufacturing is getting stronger and stronger now. "
On the streets of Beijing, when many consumers heard that many LCD TVs of Sony, Panasonic, Toshiba and other brands were OEM in China, they were very surprised and admitted that they would not buy these OEM products. Ms. Zhang, who lives in Guoxing Jiayuan, Xicheng District, said: "The price of foreign brands is much more expensive than that of domestic brands. If the products I buy are still made by China enterprises, why should I spend more money? "
-In 2009, Toshiba TV was caught in a "vertical door" mass quality incident in China; After 50 days of exposure, the market share was less than 2%, and the brand image was greatly damaged. Fifty days after the exposure of the vertical door, 95.8% of the netizens in the online survey of China Power Grid said that they would not consider buying Toshiba LCD, and Toshiba's brand image has really been "weakened". In the face of such a situation, the reporter has a heart. Memories of childhood suddenly rang out: Toshiba, Toshiba, Toshiba in the new era. Has Toshiba, which exists in everyone's mind, fallen like this?
SVA once helped Sony to process CRT color TV sets. By the end of 1994, Sony had sold more than 654.38 billion TV sets. He was the absolute king at that time, but he was defeated in the subsequent development of plasma and liquid crystal technology.
Attachment: Some major quality incidents of Sony TV.
As an internationally renowned brand, the quality incidents of Sony TV seem to be constant in recent years. The following are several representative events:
1, Sony TV software was recalled due to an error.
On February 9th, 2006, Sony (China) posted the Notice on Free Software Upgrade of LCD Rear Projection TV and LCD TV in a Specific Range, stating that "some models of LCD Rear Projection TV and LCD TV software have timing errors, which will cause the TV to fail to turn off normally after standby and work for about 1200 hours, or fail to turn on during standby."
Regarding the external doubts, Sony has repeatedly stressed that although some products have software defects, they are not "problem TVs", and Sony neither promises "maintenance" nor "recall".
2. Product recall due to design errors.
On July 4th, 2005, Sony publicly stated that it would recall 65,438+06,000 LCD TVs sold in Japan due to design errors.
The recalled 28-inch LCD TV was sold from June 2003 165438+ 10 to May 2005. Due to design errors, there have been many such complaints, but there were no casualties.
3. Teletron TV recall.
On July 29th, 2003, Sony said that it would recall 340,000 kinescope TVs in Japan due to the defects of components in 10 kinescope TVs. At the same time, Sony (China) website also announced that it would provide free maintenance service for similar products in China market.
For the news that some brands use LCD screens in Taiwan Province Province without consumers' knowledge, after Sharp, Samsung publicly admitted to using low-priced LCD screens in Taiwan Province Province. Some insiders pointed out that Sharp, Sony, Toshiba, Samsung, LG and other brands. The use of Taiwan Province Screen in some products can reduce the cost without consumers' knowledge, and it should be publicized to consumers.
Samsung admits to using Taiwan Province provincial screen.
"Using Taiwan Province LCD screens in low-end products", Samsung recently admitted to reporters for the first time that it did use a certain number of outsourced Taiwan Province LCD screens. In fact, it is an open secret that some Japanese and Korean LCD TV products use LCD screens made in Taiwan Province Province! As a matter of fact, among most domestic brands, Taiwan Province provincial screen and Korean-Japanese screen are mainly purchased together, while foreign brands purchase Taiwan Province provincial screen mainly to supply global low-end products.
Why do foreign brands such as Sony, Sharp and Samsung, which also have the whole machine production capacity and master the LCD panel production line, all use Taiwan Province provincial screens instead of their own LCD production lines? The person in charge of Samsung told the reporter: "Simply relying on our LCD panel production line, even if the two production lines are fully powered, the production capacity will definitely not be enough."
Sharp LCD TV has always been respected and loved by people. The main reason is that Sharp has adopted its own unique ASV LCD panel. Sharp has always advertised that all its LCD TVs use Sharp ASV LCD panels. Recently, however, major media reported the news that Sharp assembled its own brand LCD TV with Taiwan Province screen. Sharp's answer is surprising. Sharp said that all its LCD TVs use "Sharp Screen". The media and Sharp are completely different, so what is the actual situation? To this end, the author went to the store to conduct an investigation.
(Source: China famous IT website IT 168)
There are several LCD TVs on Sharp's counter, and one of them, a 32-inch LCD TV with a price of 7999 yuan, looks quite eye-catching. The author came to this LCD TV. Judging from the pixels of the LCD screen, it is easy to see that this model is an LCD-32AX5 LCD TV, which obviously does not use the Sharp AVS screen. In order to confirm this, the author began to ask Sharp sales staff.
The following is the dialogue between the author and Sharp sales staff:
Author: This LCD-32AX5 only sells for 7999 yuan. The price of Sharp LCD TV has been very high. Why is this so cheap?
Sharp salesperson: It's the promotion period at present, and this one is a special price machine.
Author: What screen does this Sharp LCD-32AX5 LCD TV use? Is it Sharp Screen?
Sharp Assistant: That's right! It's a sharp screen
Author: Can you guarantee it?
Sharp salesperson: Yes, no problem. We can mark "sharp screen" on the invoice.
Author: So what are the characteristics of Sharp screen? Why is the pixel point of this AX5 different from other Sharp LCD TVs?
Sharp Salesperson: This LCD TV is the "Sharp Screen" of Taiwan Province technology, which is different from other Sharp screens.
Author: I heard that the pixels of Sharp screen are arranged in a honeycomb structure, so why are the pixels of this AX5 long? Much like Chimei Screen in Taiwan Province Province.
Sharp salesperson: Let's just say that the panel of this Sharp LCD TV was produced and cut in Taiwan Province Province, and then shipped back to Japan to inject Sharp technology, and then shipped back to China for assembly.
Author: So Chimei Screen is a screen from Taiwan Province Province?
Sharp: Well, yes. But it injected Sharp's technology.
Under the author's repeated questioning, Sharp's sales staff finally admitted that the LCD-32AX5 uses the Chimei screen in Taiwan Province Province! As the salesperson said, the screens produced in Taiwan Province Province will be transferred to Japan for processing. Why did Sharp go to so much trouble? Why not directly produce and process in the original factory in Japan? After further talking with the sales staff, the sales staff told the author the truth: Sharp has been in short supply in the North American market recently, so we have to transfer a batch of screens originally supplied to China to North America. In order to supplement this part of the market in China, we have to assemble these Taiwan Province provincial screen TVs with Sharp technology in a hurry. And the salesperson told me that after September 20th, Sharp won't need this "sharp screen" cutting in Taiwan Province Province.
As Sony, which also occupies a leading position in the LCD TV market, does its low-end products adopt "Taiwan Province provincial screen"? The author then went to the Sony counter.
Author: What brand of LCD panel does Sony TV use?
Sony salesperson: We Sony basically use Sony's own screen, which is the S screen produced by Samsung and Sony.
Author: Do they all use Samsung screens? Is this 32-inch LCD TV also less than 10 thousand yuan? (The author refers to a 32-inch U-series LCD TV. )
Sony salesperson: Oh, no. . This is the screen of Taiwan Province Province.
Author: Is it Chimeiping in Taiwan Province Province?
Sony salesperson: Yes, it's Chimei Screen in Taiwan Province Province.
Author: Is it because this model uses Chi Mei screen in Taiwan Province Province, so it is less than 10,000 yuan?
Sony salesperson: You can say that, because the cost of LCD TV accounts for a large part. The price of LCD TV depends largely on which screen it uses.
Author: So can Taiwan Province provincial screen be transformed into a Samsung screen with the same performance through Sony technology?
Sony salesperson: No way. LCD screens are all molded at one time. The image quality of LCD TV can only be improved by driving circuit and later improvement.
Taiwan Province LCD panel is also used, but Sharp and Sony have completely different answers. As far as I'm concerned, I trust the answers of Sony sales staff. Because the essence of LCD panel is determined by the production line, Chimei screen produced by Taiwan Province production line can't achieve the same display effect as Sharp ASV screen after improvement.
What we usually call Sharp screen, strictly speaking, refers to CPA technology, which is usually combined with the application of ASV(Advance Super View) technology patented by Sharp. Sharp LCD panel is characterized by the honeycomb arrangement of pixels when displaying red, blue, green and some dark pictures, and the linear arrangement of pixels when displaying white and bright pictures. At present, Sharp has licensed this technology to Chimei Company in Taiwan Province Province. Chimei can also produce sharp CPA panels with honeycomb pixels. This is why Sharp's LCD TV products now claim to use "Japanese original" LCD panels, which is just confusing. In fact, LCD panels may still be made by China made in taiwan.
It is not difficult to see that Sharp's introduction of LCD screens in Taiwan Province Province is an expedient measure to adjust the sales differences in different regions. That's understandable. But at least be honest with consumers, saying that the concept of Sharp technology stealing is Sharp original screen, although it can win a temporary profit in the market. However, Sharp's high quality and high reputation in the industry have been questioned.
In the 1980s, many people in China were proud to own Japanese brands such as Sony. Today, although Sony is still a world-famous brand, China people's goodwill towards it is far less than it was then. Of course, this is related to the changes in the current consumption environment. It is undeniable that the quality of Japanese brands such as Sony can no longer be compared with the excellent quality that was used for more than ten years 20 years ago.
Needless to say, the quality of Japanese brand TV is not mythical. If you don't pursue high-end products, China brand can be the first choice, and you can also worship foreign things, so you don't have to be obsessed.