Large plasma angle, good uniformity of brightness

Plasma (TV) can be large angle, brightness uniformity is good, dark dynamic range, image level is rich, image trailing time is small, dynamic definition is high, color restore ability is good, display color nature and so on excellent quality characteristics ... These advantages have made many television manufacturers believe that in the fierce competition in the flat-screen TV market, plasma will always occupy a place.

"The layman buys liquid crystal, the expert buys the plasma", the color TV industry had such rumors. But the market's development is not always as people want, this has to let the plasma TV fans sigh. Bing, director of Npddisplaysearch Research, told the Daily economic news that the decline of plasma TV was the result of "bad currency expelling good currency" in panel technology industry, and the market inevitably continued to decline. But Changhong Group believes that plasma has always had a certain consumer market.





So, why does the plasma fade out of the panel stage? Is there a fixed consumer market? When is plasma TV completely out of the market? In this respect, "Daily economic news" reporter recently interviewed a number of industry insiders, trying to uncover the reasons behind the decline of plasma television.





was dumped by the capital plasma





"Plasma failure is largely an accident, the result of capital selection." "One of the industry's many years in the plasma industry," said the daily economic news reporter. "Technically speaking, PDP (plasma) has obvious advantages, but behind the LCD (LCD panel) The core problem is not technology, but quality." The vast majority of capital to LCD,PDP quality is difficult to achieve breakthroughs. ”





in its view, the power of capital may be revealed from the development of the Beijing-Orient.





Beijing-Orient predecessor is an electronic tube factory, in April 1993, by means of targeted recruitment to set up joint-stock company, the core business positioning in the field of display. 1997 Beijing Oriental B listed in Shenzhen Stock Exchange, the 2001 BoE a successful listing, is the rare at the same time in a, B market listed companies.





public data show that since the listing, the BoE for the expansion of production capacity of the constant orientation of additional shares. In 2006 for the Beijing 5 generation line set to increase 670 million shares, 2008 in order to Chengdu 4.5 generation line 410 million shares, 2009 for Hefei 6 generation line set to increase 5 billion shares, the end of 2010 for Beijing 8 Generation line additional 3 billion shares. For the third time, 12 billion yuan was raised and 9 billion yuan was raised for the fourth time.





"The success of the BoE is largely the result of capital operation, mainly through directional additional." "These people said that most of the Beijing-Orient joint venture with the government investment, but many local governments do not readily billions of, tens of billions of dollars of funds, and unwilling to bear the risk, so through the way of the issuance of the equivalent shares, after 24 months or 36 months of the stock freeze period, Local government-owned investment companies, through the two-tier market, will release the shares, not only to recover the investment, but also to obtain considerable profits. "This pattern was followed by a lot of business imitations. ”





data show that 2001-2011 years, Beijing Oriental received the government subsidy reached 1.7 billion yuan, and repeatedly avoided the "hat" danger, but its financing-investment-loss-refinancing path has been criticized by the industry.





the rapid financing and project of the BoE put pressure on the plasma panel. In this way, BoE currently in the domestic panel production line of 21, the total investment of more than 200 billion yuan, plus 2009 years Tcl launched Huaxing photoelectric, the entire domestic LCD panel investment more than 300 billion yuan. But the plasma aspect only Changhong's 4 billion yuan, how possibly competes with it? said the industry personage.





in fact, the amount of input is also Changhong's intervention in the plasma panel industry is an important consideration. "Make a liquid crystal 8 generation line need to invest 20 billion yuan, and do a plasma only invest 2 billion ~40 billion, this is the lowest threshold, (Changhong to try) No matter successful failure, can not completely deny it. "Bing thinks.





panel boundary "bad currency expel good currency"





Bing that the decline of plasma television is the panel technology industry in the "bad currency expelled good currency" phenomenon. "Good things don't necessarily survive. Home appliance Market has confirmed this theory, the best things are certainly not cheap, sell a small amount, a large number of sales must not be the best quality, this is a rule. "Mention the plasma market atrophy, Bing appears some regret."





However, there are also industry insiders said that the technical closure of the plasma panel industry is an important reason for unsustainable.





"plasma industry just exerting force, technology mainly by several big giant grasp, relatively closed, plasma five Tigers (Panasonic, Samsung, LG, Hitachi, Pioneer) actually not willing to layout production lines in China, do not want to sell technology to China. Home Appliance Watcher Liu Buzhong told the Daily economic news reporter.





The plasma giant's closure can also be seen in the case of Changhong's takeover of Orion.





when the 2006 Changhong target for the acquisition of Korea's Orion company, in order to obtain its cutting-edge core technology and patents, the Korean media, business and society's opposition to the wave of unprecedented intensity. Although the Rainbow Europe PDP production line through 3 years to achieve the volume production, but Changhong's "classic acquisition case" has not changed the overall plasma technology closed pattern.





technology closed The result is that the vast majority of enterprises have to quit, the development of liquid crystal industry, a more stimulating annual large amount of money into the production line LCD panel expansion, LCD TV in color, reaction speed and other aspects of the problem is gradually resolved.




The large concentration of
LCD industry has also brought more problems to the upstream of the plasma industry. "Any industry has an industrial chain effect, if the end product output gradually shrinking, its upstream supplier cost increases, along with the plasma panel supporting facilities, such as components and other price costs are also gradually higher than the LCD panel upstream product prices, industry chain encounter challenges." "A person in Korea engaged in plasma business for many years, the industry believes."





The industry insiders pointed out that, in fact, a large influx of global capital to the LCD panel Another important reason is that the use of LCD panels a wider range. "From mobile phone to super big screen TV, LCD panels can play a role, so the favor of capital is also higher." "BoE's first production line mainly includes 17-inch, 19-inch LCD panel and 20.1-inch, 26-inch, 32-inch LCD TV panel."





Changhong Group Planning Minister Radian to the "Daily economic news" reporter said, plasma is not like liquid crystal occupy a large number of market share, one is because fewer manufacturers, "such as a market only one or two to do plasma, there are 5 lcd, that in marketing may have some not objective interpretation, The promotion will affect the plasma sales ", and the second is because the market itself demand is limited," some of the dynamic screen, color is not too high demand for consumers will choose LCD TV. "





but the market does not believe in tears, once the father of the plasma Panasonic has been completely farewell to the "Global color TV Boss" identity, Changhong also gradually shifted the strategic focus.





in fact, Changhong has already begun to layout LCD production lines as early as 2009. June 2009, Changhong and Taiwan's friends Tatsu Photoelectric company subsidiary of the King-Chi photoelectric joint venture company to invest in the production of LCD TV module. In addition, in April 2008, Changhong Holdings of the company began to start OLED projects in Chengdu.





"If Changhong announced that the 2 billion dollar investment is not to the plasma panel, but to the LCD panel, perhaps the market position of Changhong color TV is completely different today." "Liu Buzhong has pointed out in the article.





plasma exit just a matter of time?





since the plasma has a high degree of color reduction, dynamic picture does not drag tail, can be a wide range of advantages, then it is not possible in the panel market usher in a new round of reverse attack? Although Radian to reporters, will continue to do plasma panels, and said the plasma business is still in a stable state, but many people in the industry still believe that plasma is about to exit the mainstream consumer market.





Consulting Senior researcher Rehongsen that Panasonic was the last pillar of plasma, Panasonic after the withdrawal, Plasma TV marketing will also reduce the original weak marketing can not keep pace with the market. "At the same time, 4K Super HD, OLED and other new concepts have been proposed, only by Changhong, Samsung, LG and other few companies with the huge LCD camp is difficult to maintain the long-term development of PDP." ”





Rehongsen predicts that 2016 years later, plasma TVs will decline globally, while the domestic plasma market will be slower than 1-2 years in global markets.





Allwin Consulting Business-to-business Division research Director Wang Dongchun that plasma TV exit is only a matter of time. "At present, only Samsung, LG, Changhong Three are still adhering to, but from the three of the future planning look, but also the trend of decreasing year." ”





"Consumer demand is changing, the pursuit of" thin "products, this is the weak plasma. LCD in its technology and products continue to introduce new, from UD to FHD to UHD, coupled with surface, high color gamut technology, reverse PDP technology update very little. "Wang Dongchun said.





However, the stick of plasma technology is still hopeful. In an interview with the Daily Economic news, one of the company's technicians said he still hopes that the improvement in marketing will usher in the second spring of plasma TV. "Do industry is so, cast into the real gold and silver, the risk and reality is so cruel, but believe that the market is still a recognized day." ”





but such adherence to the enterprise and the market, seems a little stubborn. "Plasma has long been not the strategic focus of Changhong, now Changhong's strategic focus has turned to smart home appliances." "Liu Buzhong said.





According to people familiar with the matter, Samsung, LG did not completely give up plasma, still have a very small part of plasma, the purpose is to "enrich the product line." Changhong is still adhering to the plasma market, Radian said, now Changhong did not quit the plasma TV field of the plan, "This product has a special consumer groups, the plasma itself has advantages of technology, this consumer group should be able to maintain." ”





However, Bing that plasma TV as a civilian product, the development of the industry is determined by the size of the economy, will not be determined by the needs of a few people.





Rehon, said, Panasonic quit the plasma market, Changhong or the opportunity to complement, earning PDP final value. Therefore, Changhong's plasma business will continue for several years, but the future exit is inevitable. Bing that, after Panasonic quit plasma TV, the market will be quickly occupied by LCD TV.





Npddisplaysearch's latest quarterly report on global television shipments and forecasts shows that while global television shipments are expected to grow by only 1% per cent in 2014, LCD TV shipments will grow by 5%, and some LCD TV shipments are being traded by the decline in PDP and CRT TVs.