Japan's color TV outsourcing ratio exceeds 50%

Japan's color TV outsourcing ratio exceeds 50% “The proportion of global LCD TV outsourcing reached 34% in 2011.” Zhang Bing, research director of DisplaySearch in China, told Nandu reporters yesterday that the increase of color TV sets in the Japanese department has increased the incentive for the increase in outsourcing ratio.

In order to reduce the cost of LCD TVs, Japanese manufacturers have increased the proportion of LCD TV foundry business, and the proportion is higher than 50%. Galaxy Securities research report shows that the proportion of global LCD TV outsourcing is expected to increase from 20% to about 45%, the compound growth rate in the next five years is expected to reach 17.08%, the market size is expected to reach 50 billion -60 billion US dollars.

Where do these new OEM orders go? On the mainland, besides the six color TV brands, hundreds of color TV OEMs are concentrated in Guangdong, Jiangsu, and other places. Under the gloomy TV market, can these companies get more OEM cakes?

Japanese TVs increase the proportion of outsourcing

With the continued appreciation of the yen, the global economic recession, and natural disasters such as the Great Japan Earthquake and the floods in Thailand, the Japanese electronics industry has been hit hard. The appreciation of the yen has caused Japanese LCD TVs to become less competitive, and LCD TVs such as Sony, Hitachi, Panasonic and Sharp have suffered huge losses. Responding to dilemma, adjusting the structure, reducing production capacity, and expanding outsourcing became the collective choice of Japanese manufacturers.

Hitachi Corp. announced that by the end of September, all factories in Japan will stop the TV manufacturing business that began in 1956 and plan to fully transfer the business to overseas manufacturers such as China in order to reduce costs and strengthen the income structure. Not only Hitachi, it is reported that in 2011 the proportion of Sony's outsourcing OEMs expanded from 50% in 2010 to 75%, and Panasonic also plans to increase the outsourcing ratio from the current 10% to 30%-40% in several years. Sharp also stated that it will focus on the development of large-size LCD TVs with 60-inch and 70-inch LCD TVs.

Zhang Bing told Nandu that in 2012, the proportion of global LCD TV outsourcing may continue to stabilize at around 34%. According to its introduction, “For the three forces of TV manufacturing, Chinese local manufacturers are basically self-produced. Japanese companies have clearly defined the strategy of outsourcing OEMs and are the growth drivers for OEMs. However, Samsung LG and other companies in South Korea have some outsourcing business last year. There are only a few outsourced outsourcing orders.

According to data from IH S iSuppli, due to falling prices and falling profit margins that force many brands to outsource their manufacturing operations, global LCD TV outsourcing production is expected to nearly double in 2010-2015. Regardless of how the Korean system is selected, 34 of the 100 LCD TVs in the world are already a fait accompli.

Taiwan factory benefited from mainland brands

Japanese companies have sought to find cost-effective foundry bases overseas to offset cost pressures, and some of this will inevitably shift to China.

For the color TV market in 2012, the industry is not optimistic. According to the latest report from Ovid Consulting, the LCD TV market in the Chinese New Year holiday market in 2012 fell by 8% compared with 2011. Policy influence, consumer's early consumption, and rural sales are not as good as the market expectation.

Jin Xiaofeng, deputy general manager of Ovid Consulting, stated that it is expected that the growth of market size will further slow this year, and the prices of upstream panel will remain stable, and the profit performance of color TV market will be weaker than in 2011.

So, the trend of OEM is growing stronger. Can Chinese companies win more OEM orders?

In fact, domestic brand manufacturers have always had foundry business, mainly overseas export business. TCL had once set up more than one million OEMs for Philips, but the order was eventually taken away by TPV. After that, it established a joint venture with Toshiba to build OEM for Toshiba. The former flat-panel television king Xoceco, from the beginning of 2009 has been fully converted to OEM, for Best Buy and other OEM OEM.

Jin Xiaofeng said that it is unlikely that domestic brands will benefit. The first is the competitive relationship. Domestic brand companies directly compete with Japanese color TV sets. It is difficult for OEMs to ensure the confidentiality of products. In addition, the domestic machine manufacturing cost advantage is less than Hon Hai and TPV. The main benefit will also be the Taiwan factory. "Do not rule out the domestic companies some small orders, such as 19-inch, 22-inch products, in a small area cooperation. Domestic TCL and other companies also do some OEM for Toshiba, but the scale is very small."

According to Taiwan’s “Business Times” report, Panasonic has outsourced some of the LCD TV panel production in 2012 to Chi Mei. The report quotes D isplaySearch Greater China executives as saying that Sharp has also handed over all TV panels below 40 inches to Chi Mei Production. Let Foxconn be responsible for TV assembly.

The gradual rise of the OEM power in Guangdong and Su

There are also a large number of pure foundry companies in China. According to Jin Xiaofeng, there are many professional foundry companies in Guangdong, Jiangsu, and other places. For example, there are two or three hundred companies in Guangdong, but the scale is small and exports are hundreds of thousands of units a year. More than a million units.

Although the foundry’s profits are meagre, there are no channels and other costs, which are stable and controllable. According to the Southern Reporter’s understanding, there are about 120 million sets of domestic color TV manufacturing capacity, and domestic brands account for about half of domestic sales. Foxconn, TPV, etc. occupy more than 20 million units, and the remaining tens of millions of units will be manufactured by these OEMs. Enterprises eat.

Hua Bing Securities analyst Wu Binghua pointed out in the latest report that the OEMs of Japanese color TVs were generally handed over to Taiwan’s foundries led by TPV, but the mainland’s professional LCD foundry has grown in recent years, represented by companies such as Siu Chi, KTC. The foundry companies continue to invade the share of Taiwanese manufacturers.

According to statistics, the shipments of major Chinese TV foundries were 1.856 million units in November last year, ranking in the order of Siu Chi, KTC, Tsinghua Tongfang, followed by Huike, and the top three OEM companies in China. About 60% of China's TV foundry business. It is estimated that 15 million units will be shipped in 2011 and 2400 units will be targeted in 2012. The major kinetic energy will come from orders from Japan and emerging countries.

According to the reporter, the average price of the products of the OEMs of the mainland manufacturers is low and the size is small. Compared with Taiwan's mature foundries, the mainland's foundry management and control systems do not yet have advantages. Zhang Bing said that Zhao Chi gradually began to receive orders from some Japanese first-line brands, but it is still not mainstream. "These companies are still growing. Japanese companies have strict requirements for OEMs and domestic companies are still in the learning cycle."

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