The TV market has recently seen an interesting trend: LCD TVs are up 20% while OLED TVs are down 20%. Between rising and falling, the spread between OLED TVs and high-end LCD TVs is getting lower and lower. In fact, from the second half of last year, prices have become the main theme of the color TV industry, especially for the main low-cost Internet TV. Internet TV as a pioneer in rising prices Internet TVs such as LeTV and Xiaomi, which have always been pleasing to consumers with low prices and low prices, have become the vanguards of this TV price increase. At the end of last month, LeTV released a price adjustment announcement for the Super TV model, stating that “on the basis of insisting on cost pricing and eco-subsidy hardware, some model prices will be raised, and new prices will be implemented starting from 02:00 on February 28.†It is noteworthy that this is LeTV announced in November 2016 that the prices for 40-inch, 43-inch, 50-inch, and 55-inch models have been increased by RMB 100 per unit, and the price for each model of 65-inch models has been increased by RMB 300 per unit. Made a price increase decision. On February 8th, the 48-inch and 55-inch Xiaomi TV 3S were raised to 2599 yuan and 3999 yuan (excluding freight). This is the second price increase adjustment that 3S made in 2017. Liu Buchen, an analyst in the home appliance industry, believes that in the past ten years, TVs have been the lowest average gross profit rate among all home appliance products, at least 10 percentage points lower than the gross profit margin of air conditioners, and have been operating at low profit levels for a long time, seriously affecting the healthy development of color TV companies.è¶ This time, the prices of LCD panels have risen. Color TV companies generally have the idea of ​​restoring profits to a reasonable level. TV prices have increased significantly compared with last September, and some Internet TV prices have increased by 20%. "Only this year, color TVs have risen by an average of 300-500 yuan, ranging from 5%-10%," said industrial watcher Hong Shibin. From the current situation, the trend of rising prices of home appliances is not over yet. The popularity of OLED TVs "is only lowering the price"? LCD TVs are all increasing prices, OLED TVs have to go against the market price cuts. On March 10th, Skyworth formally announced that it will carry out price adjustments on OLED TVs nationwide, including both online and offline channels. The price of 55-inch OLED TVs will be lowered by RMB 3,000 to 55-inch S9-I models. For OLED TVs, for example, the market retail price dropped from 13,999 yuan to 10,999 yuan, a decrease of more than 20%. In the high-end TV market of 10,000 yuan, the price of OLED TVs has almost coincided with the price of high-end LCD TVs. A Samsung 55-inch SUHD Ultra HD QD TV is priced at 10,999 yuan, and TCL's 55-inch 4K QD TV is 9999 yuan. In the same experience, the price becomes a sensitive indicator of the user. According to the data released by AVC, Skyworth OLED TV sales reached a staggering 351% increase year-on-year in the 11th week (March 6 to March 12) this year. 52%. In January-February 2017, in the high-end color TV market above 10,000 yuan, the price multiplication rate of OLED TVs and LCD TVs has dropped to 1.16. Liu Weizhi, chief executive of Skyworth Group, stated: “From the perspective of the industry chain, OLED product technology maturity, and market recognition, the outbreak of OLED is already in place. If we still owe a blow, I think it is price.†He further pointed out that from 2013 The first OLED TV released by LG was priced at US$14,000, and the price of 55-inch 4K OLED launched in 2016 was 14,000 yuan. The price of OLED TVs has dropped by about 7 times in just three years, gradually entering a major sales channel. price. Currently launching OLED TV companies in China and global markets, in addition to the most powerful LG Electronics and Skyworth, there are Konka, Changhong, and Sony, which released new products earlier this year. However, apart from Skyworth’s announcement of price reduction promotions, other companies’ price-cutting promotions are “on the roadâ€. The two camps of OLED and quantum dot clash There is no doubt that the emergence of OLED display technology is undoubtedly a huge blow to ordinary LCD TVs. In recent years, OLED TVs have also been promoted by some manufacturers as "next-generation display technologies," claiming to replace the dominance of LCDs. However, the cost of OLED panels, caused by factors such as panel yield, has remained high, causing many large manufacturers to abandon them and instead commit themselves to improving the liquid crystal technology. Liu Buchen analyzed that if it is not OLED panel supply delay, in 2017 China's OLED TV sales will easily exceed 1 million units. It can be said that with the dramatic price cuts of OLED TVs, which restrict the development of the OLED TV market, only the last barrier of panel supply is left. It is reported that in 2017, the OLED panel supply will experience a large increase, and the supply shortage will be alleviated to some extent. It is expected that by 2019, the global supply of large-scale OLED panels will be more than five times that of 2017. Skyworth's price cuts for OLED TVs are split between the color TV industry and the camps. Since this year, major TV manufacturers have split into two camps. Major TV manufacturers have joined the quantum dot camp represented by Samsung and the OLED camp represented by LG. The opposing relationship between the two camps has made the situation of the industry particularly grim. According to market participants, within the next three years from 2017, the global color TV industry will once again stage a fierce battle between plasma and plasma. 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