深圳市金锐显数码科技有限公司

当前位置:首页 > News > Industry information
The possibility of Internet service providers launching free LCD TVs and their impact on the TV industry supply chain

日期:2015-05-15   类型:Industry information

Recently, China's LCD TV supply chain has discussed providing free LCD TV as a strategic marketing means. The reason for this discussion is that Alibaba, China's largest e-commerce company, may plan to launch Ali TV in the future as an e-commerce network sales platform. The most attractive thing is that Alibaba TV may be free.

It is well known that the subsidies provided by telecom companies for free smart phones. Will this phenomenon also occur in LCD TVs in the future? In fact, the prices of smartphones and LCD TVs have been very similar recently. The rise of China's e-commerce has changed the structure of the TV value chain, which has also brought considerable pressure on TV brand manufacturers. Many smart TVs are sold through e-commerce at a discount of 25% or less. At present, the number of TVs sold online in China accounts for more than 20% of the total TV sales.

TV industry business has attracted many emerging manufacturers, including Internet service providers, network content providers and even telecom operators. They no longer focus on TV hardware itself, but are more optimistic about the business opportunities and development behind the TV industry. These emerging manufacturers have entered the platform, content, terminal, advertising, application and broadband service markets, bringing more fierce competition to traditional TV brand manufacturers. Traditional TV brand manufacturers have always focused on increasing TV value by improving display performance.

Alibaba focuses on the development of global e-commerce models, covering many fields, including shopping, search engine, electronic payment, financial management, cloud computing, etc. If Alibaba decides to stimulate business growth in other fields by providing low-cost or even free Alibaba TV hardware in the future, it may bring impacts, opportunities and challenges to the industrial supply chain:

• China's LCD TV panel supply is increasingly adequate. BOE recently announced that it will build two new LCD panel plants, namely 10.5 generation line and 8 generation line.

• Taiwan and China already have many TV foundries competing fiercely with each other, simplifying the supply chain and effectively reducing TV manufacturing costs has become an inevitable trend.

• The integration of displays and TV sets has made rapid progress, such as the production, manufacturing and business model of LCD TV open cell BMS (backlight/module/system).

• Many LCD TV panel factories are entering the end stage of depreciation and amortization. The depreciation cost of LCD TV panel accounts for 15-20% of the total cost, while the cost of LCD TV panel accounts for 70% of the cost of LCD TV system, so this will help reduce the cost of TV manufacturers.

• LCD TV panel manufacturers have been working hard to develop new specifications to improve added value, such as 4K, curved surface, wide color gamut and 3D. However, there are still consumers who only regard TV as a display for playing media or content, and they do not need too many intelligent functions.

• The competition in the TV industry is becoming fiercer, and the soaring panel price has affected the profitability of TV brand manufacturers. A new business model launched by Internet service providers rather than traditional TV brands may change the existing TV industry ecology and supply chain competition landscape.

Based on these factors, if Alibaba really wants to launch free TV, Alibaba can achieve this by optimizing existing supply chain resources in the future. The question is, is it good or bad for the whole LCD TV supply chain?

Free TV is bound to have an impact on the traditional TV industry. Traditional TV brand manufacturers sell smart TV based on brand value and hardware, while free TV is a completely different business model, which just uses TV as a tool to promote other services (such as online shopping).

For TV panel manufacturers, free TV is not always negative. Because this will accelerate the demand for panel updates, and manufacturers like Alibaba will not closely bind the price of TV sets with the panel price. We predict that the service life of TV will be shortened, and the shipment of panel suppliers who choose this business model will likely grow rapidly.

Possible features of Alibaba TV


i_n25.jpg


What are the features of Alibaba TV? We estimate that Alibaba TV will have a 40 "large display screen with a 4K resolution (60Hz/T Con&MEMC combined). Most of the hardware will be installed inside the box and independent of the display.

The concept of smart TV has been developed for many years. Some consumers realize that they need a large screen and higher image quality, so they are willing to pay for the premium. Some consumers only need a cheap and large display. As e-commerce may launch ultra-low price or free TV in the future, we will see a new TV ecological model, which combines hardware, platform, content, terminal, advertisement, application and broadband. The cash flow of free TV will be generated by software, and hardware is only the carrier of software. We predict that this will bring a new round of reform to the TV and display industry (as shown in the figure below).

热搜标签
文章推送