Some analysts believe that Changhong hopes to walk on three legs to reduce the risk of industrial investment. Nandu comics Chen Ting
In the process of TV upgrade, Changhong, the oldest color TV company, has encountered various tests. Now, LCD, plasma and O LED are in a three-pronged way, and hope to reshape the future in the next few years.
Recently, some sources told reporters that the Foxconn Chengdu high-generation line has begun preparatory work, and the possibility of approval is very high. This line is also the layout of Changhong's expansion of LCD upstream, but Changhong people remain cautious about this, saying that the approval results have not yet been released.
On the other hand, Changhong started counterattacks at the terminal, and 3D and LED products all launched large-scale price cuts. Some insiders said that in the case of high inventory of CCFL LCD in the enterprise, Changhong took the LED to start with the hope of overtaking in the process of industrial upgrading. The 3D attack is not only for 3D itself, but also for the plasma industry.
Joint venture: Chengdu joint venture project pending approval
"The high-generation line of cooperation between Chengdu government, Foxconn and Changhong has basically been approved. Chengdu has already started its preliminary work, including power, land and recruitment, and has been following up." Recently, some sources said.
"We have recently seen Foxconn recruiting employees in Chengdu, but this has nothing to do with Changhong," Changhong spokesman Liu Haizhong told reporters. Answered by "not receiving relevant news". Changhong insiders told reporters that the two sides did communicate on the panel project. As for the specific shareholding ratio, further communication is needed. After all, the approval has not yet resulted.
In Chengdu, the news of Foxconn's recruitment has been non-news. The Qingyang District Employment Service Administration has released a recruitment guide for Foxconn, which is owned by Foxconn. The brochure shows that Chi Mei Optoelectronics, formerly known as Innolux, was founded in 2003. In March 2010, it merged with Chi Mei Optoelectronics and Tongbao Optoelectronics. It was renamed Chi Mei Optoelectronics and is the world's third largest LCD panel company. The product spans the TFTLCD liquid crystal panel module and the terminal liquid crystal display. The main body of recruitment is Qunkang Technology (Chengdu) Co., Ltd. and its group companies. The types of work are assembly testing of TFT-LCD panels, modules and TVs, and assembly testing of set-top boxes.
According to the report of Huaxi Dushi Bao, according to publicly disclosed information, the Foxconn Chengdu project is a major investment attraction project introduced by Chengdu. The project has a total investment of 5 billion US dollars, mainly producing 8.5 generation LCD panels, which will absorb 100,000 people after completion. Employment is the largest investment attraction project in Sichuan Province and Chengdu City.
The above-mentioned Changhong people said that according to their knowledge, this should not be the recruitment of the 8.5-generation line project. Since the project has not yet approved the results, it should be Foxconn's other projects in Chengdu. However, it also said that it is not impossible to carry out some preliminary preparations.
Correction: plasma, liquid crystal, OLED three-pronged
The reason why Changhong’s move is of great concern is that it was once seen as a staunch supporter of domestic manufacturers for plasma. 2005 Changhong decided to enter the field of plasma panels. When most companies believe that LCD represents the mainstream development direction, Changhong acquires the core technology of the curve of Korea Orion Plasma Company, and opened a plasma panel factory in Mianyang in 2007. It will be mass-produced in January this year, achieving an annual output of 2.16 million pieces. Ability. At present, Changhong is the only company that realizes mass production of panel resources and has a continuous industrial chain. However, the market share of plasma is still less than 10%.
Insiders said that Changhong's development of LCD panels is also considering the transformation and risk reduction, reducing the risk of gambling plasma.
The investment of 675 million US dollars in plasma panel projects has not produced any benefits. It is widely believed that Changhong is unable to support the burning of LCD panels. It is reported that among the 8.5-generation line of Xinqimei Investment, Foxconn holds 45% of the shares, and the Chengdu government accounts for 55% of the shares. In the future, it will change to 25% of the Chengdu government and 30% of Changhong. Some sources told reporters that Changhong will not have much capital investment in it, and the funds should mainly come from the Chengdu government.
At the same time, Changhong also increased its investment in O LED. According to Liu Haizhong, "Plasma, LCD and O LED work together." In April 2008, Changhong began to build China's first OLED display production line. O LED is the third generation display technology after the picture tube and flat panel. On May 18 this year, the website of the National Development and Reform Commission announced the "Notice on Continued Organization and Implementation of the Strategic Transformation Industrialization of Color TV Industry in 2010", and proposed to encourage qualified enterprises to focus on breaking through the key technologies of AMO LED and other new generation display technologies. Industrialization capabilities include AMO LED substrate technology, vacuum coating technology, and thin film packaging technology. According to the reporter, the construction of Changhong O LED factory is basically completed. The first phase of the project is guided by PM O LED products, forming an O LED display production base with an annual output of 12 million pieces (in 1′′).
Price reduction: take 3D new products to overtake
Last week, Changhong held a national distributor conference. Chang Mao's executive vice president and multimedia chairman Lin Maoxiang announced several pieces of information. First, Changhong 40% mid-to-high-end plasma TV gradually switched to 3D from August to the first half of next year; second, 3D The price of TV is 2D; the third is to completely eliminate the bubble of LED TV from LCD TV (CCFL LCD) by 50% to 100%.
According to the monthly monitoring data of Zhongyikang, according to the monitoring of 4,079 stores in 432 cities across the country, Changhong’s sales share in the LCD market was 9.17% in June, and the plasma sales share was 44.85%. Among them, LED accounts for 6.55% of LED products, and the rest is CC FL LCD TV. This ratio is not high, such as Hisense LED ratio is about 17.2%.
Some insiders told reporters that color TV manufacturers are facing a process of upgrading CCFLs to LEDs. This is a natural process. However, in the first half of this year, the sales of color TV companies were less than expected, and the inventory increased. “On the one hand, Changhong promotes LED price reduction and sales volume on the one hand, on the other hand, it will definitely tighten the inventory of CCFL products, and limit the production of CCFL products, quickly upgrade to LED, and preemptively upgrade other enterprises to achieve overtaking.â€
3D and plasma are the most suitable combination of technology. In order to realize 3D function, LCD TVs must use top-level panels to meet the high refresh rate requirements. Compared with this, plasma 3D has a natural cost advantage. "But nowadays, the best sales are Samsung and Sony. If Changhong does not take action, it will not rule out the situation of '3D liquid crystalization again." The person said that Changhong is now pushing the plasma 3D TV by price cut, and can use plasma 3D. Cost advantage, preemptively in the 3D era, and further hope to use 3D for plasma to find long-term space.
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