Last week, Shenzhen Suning and ten of the most important TV manufacturers signed an "Outgoing Ordinary LCD TV and Accelerate the Promotion of Energy-Saving, Low-Carbon and Multi-Function TV Contracts." The name of the contract is not ugly. This contract is important. In the name of energy-saving, environmental-friendly, low-carbon and multi-functional, the clean-up targets are directed at ordinary LCD TVs that have become popular. There is also news that GOME and Suning related personnel also hinted that if this move succeeds in Shenzhen, it will not lift this move to the domestic Tier 1 market.
The news came out and caused widespread concern in the industry. Many consumers have become confused. Many consumers have such questions: “The price of LCD TVs was as high as it was before they fell to the price that the elderly people could afford. How did they expire again? Did the LED TV they pushed really well? Can't buy an ordinary LCD TV in the future?"
LED TV started large-scale listing one year ago. Under the heavy push of various manufacturers, it achieved good results in 2009, and the proportion of high-end products to the end of the year can reach more than 60%. The ultra-thin body of LED-backlit LCD TVs has become the most important point for attracting consumers. According to our store survey, consumers who choose to exceed half the cost of LEDs are due to the ultra-thin body, but the important reason why LED is not selected is the price. high.
LED really can win LCD?
Since manufacturers and Suning’s main focus is LED out of LCD, we naturally have to start with LED research. Since the launch of LED, the major manufacturers have been “blowing on the sky†in the publicity, ultra-thin, energy-saving, high-quality, like LED Product omnipotent is a leap in LCD display skills. But is it actually not the case?
We understand that the imaging principle of LCD TVs is to add liquid crystal molecules between two glass substrates. After the voltage is applied, the molecular separation will cause twists and turns, the screen will be violated by the electronic group, and the picture will be created through the perspective reflection of the external light. The liquid crystal panel itself does not emit light, so it is required to add a backlight source behind the liquid crystal panel to supply the brightness required for imaging. The current mainstream LCD TVs use CCFL backlights and rely on condensing backlights to illuminate the LCD TVs mentioned in this article.
The so-called LED TV, in the strict sense should be called "LED-backlit LCD TV", LED (light-emitting diode) LCD TV imaging principle and the CCFL situation is not literate difference, but the type of backlight has been changed, and can not be said to be Fundamental skills reforms. In addition, it is worth noting that the LED backlight is divided into two types. One is the white LED shown in the figure. Today, most of the ultra-thin LED TVs that we can buy use the side-mounted white LEDs. There is no use for the color of the TV show, and the RGB-LEDs shown in the picture can greatly improve the color and display function, but because the principal and skill threshold is higher, fewer products can be purchased and the price is lower. Highly.
Retold the LED for skill improvement or profiteering bunker?
I believe that read the previous introduction, everyone has some understanding of the LED skills, in general, the ordinary LED TV (white side) in the quality of the image and there is no publicity in the prophecy, and truly show the performance of the raised Direct-type LED prices have to exceed a lot, the price is not high. So why should manufacturers and Suning push back LED-backlit LCD TVs?
Fear that only the power consumption can make the LED LCD TV "hard gas" one, indeed the efficiency of the light emitting diode is much more than that of the CCFL condensing backlight, so the power required for a blind light is small, from the above The two experience diagrams can be intuitively seen that a 46-inch LED TV consumes about 30 watts less power than the LCD LCD. However, many LCD products today have energy-saving methods that can serve a given purpose.
Is the LED market really mature?
In recent years, following the reduction of principal, the price of flat-panel TVs has continued to present several large-scale “divingâ€, accompanied by the “blowout†of sales, and the proportion of flat-panel TVs currently sold in the first-tier cities has reached a percentage. More than 95% of the overall sales, that is to say ordinary CRT market has not even sales, and last year, sales of home appliances to the rural LCD TV soared, but also shows the demand for flat-panel TVs in the village market. But does it mean that the current opportunities for large-scale LED promotion have matured? We have to admit that the current price of LED TVs is still relatively high, and most manufacturers still sell them as mid- to high-end products. If they really do pay back lower-priced LCDs in Tier 1 cities, they will undoubtedly increase the income of low- and middle-income people. In addition to buying the principal, it is not as good as the popularity of flat-panel televisions.
Retold the LED really only for energy conservation and environmental protection and skill development?
In the foregoing, we have introduced the working principle of LED LCD TVs. The biggest difference between them and the LCD is the backlight. As the LCD TV panel, the most important part of LCD TVs, there is no need for any reform. In the past, I asked related technical personnel about the LED backlight principal. They implied that in addition to the more complex direct-type LED and RGB-LED principals, the ordinary white LED is not the principal for a TV. Big. However, we can easily find that the price of LED TVs is more than 2000-5000 yuan more than that of LCD TVs of the same size, and the spread of some high-end products is even greater. The “black hand†behind the retreat of LCD TVs is probably profit. LCD LCD TVs have been on the market for several years. Following the intensification of market competition, the price has been steadily declining, and the profit margin has been reduced year by year. As a result, manufacturers are faced with a situation where “the amount is increasing, the money is getting less and lessâ€, and the price is higher. LED TV can just promote the profit rate, promote natural LED LCD TV. The store is also a kind of, the current home appliance chain stores are generally used "split" situation to sell, that is, after the product is sold and the manufacturer is divided according to the proportion, relative to the lower LCD LCD TV, sales growth will inevitably bring More business turnover.
From an industrial growth point of view, LED as the next generation of backlighting skills does have a certain strengths and room for growth. There is nothing wrong with the promotion of manufacturers from their own perspective, but they are tied with channel vendors to use force to retire common products. "Bullying" consumers to buy the main push LED TV, I think this approach is wrong, consumers have the choice of products, whether it is LCD or LED, as long as they can meet the buyer's psychological expectations, to meet their purchasing needs, Natural can be recognized by the market. Instead of exhausting all kinds of methods to induce or force consumer LED, it is better to pay more attention to product research and development. All of them can promote LED LCD TVs and try their best to cut down the grid, so that consumers can "outsmart" out LCD TVs.