China High-End Television Industry Chain Report, 2005
  • Jun/2005
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The Chinese manufacturers of low-end color television sets have been experiencing hardship in the recently years due to lack of core technologies. The tendency for low-end color televisions towards homogenization has given rise to the extreme reduction of profits and the price wars; the Chinese color television industry does not possess upstream resources and no any complete industrial chains at all. The research and development of IC of analog TV demands a large amount of capital, human resources, and time investment, and also needs the strong supports from semi-conductor industry. However, there is no enough support from the semi-conductor industry, and no enterprise is willing to invest human resources, capital, and time in the technical field. The design of every one of the CRT TV in China is based on the foreign design. Chinese color TV manufacturers actually provide the large-scale assembly lines in the midstream and downstream of the industrial chain. Consequently, when the low-end color televisions become high homogeneity, the price wars are unavoidable.

The Chinese color TV manufacturers had once seen some hope due to the promotion of exports, but the rise of the prices of the raw materials in 2004 again place the Chinese color TV production industry in an unfavorable environment. The key spare parts of low-end color TV are glass bulb, deflection coil, iron and steel, and ABS engineering plastic, whose prices all are increasing. The major raw material of glass bulb is glass; most of the glass bulb production enterprises have built their production centers in China, which has the largest market and cheap labor. The glass is mostly purchased in China, but the price of glass keeps rising because of the rapid development of real estate industry, urban infrastructure sector, and automobile industry. The rise of the price of the raw materials can surely be reflected in the products, which means the price of glass bulb is also rising correspondingly. The major component of deflection coil is copper, which price was, from the beginning of 2004 to the first days of March, 2004, rapidly increased by 30%. The highest price in the London Mental Exchange was $3055 per ton, a record high in eight years. ABS engineering plastic uses petroleum as its key raw material; the price of oil has been skyrocketing due to the uncertain situations in Iraq, which hit a 21 year record high. Since the situation in Iraq will still be tense in future, the OPEC will restrict the output of oil. In turn, the petrochemical industry will inevitably increase the price of ABS because of the pressure from the price increase of oil. The price of steel is also going up quickly; the real estate industry, infrastructural construction, and automobile industry have all witnessed the rapid growth, and the demand for steel far exceeds the supply, therefore, the price rise becomes unavoidable.

Compared with low-end color TV, high-end color TV surely has handsome profits. The gross profit of low-end color TV is lower than 8% while that of the high-end ones is 15% at least. The Chinese color TV production enterprises, long haunted by the problem of low profits, will surely seek for their chances in the high-end field.

The success in the high-end color TV market requires two preconditions: one, the availability of the upstream resources; second, the understanding of the brand resources. The channel resources and low labor costs are not very important factors.

The importance of the upstream resources of high-end color TV lies in that such resources are in the possession of few manufacturers, which makes it scarce and hardly accessible. Almost none of the domestic enterprise has upstream resources while those foreign brands possess, at least, one kind of such upstream resources.

The problems with the Chinese color TV production enterprises lie in two aspects: the upstream can not possess key spare parts while the downstream is no match to foreign companies in terms of brand image. The advantages in terms of channel and cost, which we are proud of, play no significant role in big cities. Consequently, the domestic color TV manufacturers found a new way to seek survival, that is, to publicize the "concepts" to change the impression of over-reliance on foreign technology and spare parts in the past. The concepts such as "high definition" and "digital TV" become popular almost overnight.

In fact, the best way out is to unite the upstream enterprises or to purchase the upstream enterprises by capital operations; if the above are not feasible, the Chinese manufacturers can also unite the downstream enterprises to gain more favorable conditions and have more say in the procurement of upstream resources. The best example of this measure is the merger of TCL and Thomson. On November 3rd, 2003, TCL and Thomson signed an agreement of strategic co-operation, which aroused extensive concern of the color TV industry worldwide. According to the agreement of co-operation, the two parties will merge their business in color TV and DVD, and even their capital so as to establish a brand new TCL-Thomason Electronics Corporation. The TCL-Thomson Electronics will mainly engage in the development, production, and sale of color TV and DVD products. The annul output of color TV sets will be more than 22 million with estimated annual sale stands at 18 million, accounting for 15% of the global color TV market. The corporation is so far the largest color TV production enterprise in the world.

Although Thomson does not have any upstream resources, the market formed by this merge is so huge that no upstream manufacturer can afford to ignore it. On May 18th, Multi-Media Business Department of TCL held a news conference named "Welcome China's New Era of Large-screen LCD TV" in Guangzhou, and announced that it will cooperate with global TV LCD manufacturers and the biggest home appliance retailers in China, such as Gome, Suning, and Yongle, to launch a campaign of promoting large-screen LCD TV in China. The prices of LCD TV jumped after that day, which makes it possible to buy a large-screen LCD TV with less than 10,000 yuan, a reduction of some 30%.

Although TCL does not have its special LCD-TV panel, the move proved that TCL is so confident that it can have access to upstream resources. Konka soon felt the pressures. On June 1st, 2004, Konka sent a delegation to visit Taiwan Proview and Teco and seek to establish cooperation with Teco on LCD-TV and PDP.

In fact, there are plenty of partners with whom we can cooperate, such as Tatung, the mother company of CPTF, Hansicaili, subsidiary of Hannstar, Dahui, subsidiary of QDI, Amtran, professional monitor manufacturer, Sampo, professional PDP manufacturer, and Kolin, the professional manufacturer of Lcos.

In the era of digital TV, the experiences accumulated by a few electronics giants in Japan and Europe in analog circuit IC design are of no significant importance, and the barrier of TV IC design sustained with their dozens-of-year experiences has been smashed. The major parts of digital TV, such as MPED decoder, scaler, OSD and etc, are usually the strongholds of small IC companies. In the field of MPED decoder, Ali and Mtk (both DVD IC producer in Taiwan) and Zoran (in U.S.) are all good at MPEG encoder; and scalers are the patent of LCD controlling IC manufacturers. The electronics giants even have to unite with these small companies to produce digital TV, especially the complete solution of LCD-TV. The WEGA engine of Sony and GIGA of Panasonic, once the proud of electronics giants, began to devaluate. Since the technical barrier for accessibility is removed, the strategy of possessing the upstream resources becomes the only key to success.

1.The Current Situation of High-end TV Industry and its Tendency Analysis 

2.Market and Manufacturers of PDP TV
2.1 Brief Introduction to the Global Market of PDP TV
2.2 Brief Introduction to Theories of PDP TV
2.3 Structure of Panel of PDP TV
2.4 Brief Introduction to the Manufacturing Process of PDP TV
2.5 Current Situation of Major Raw Materials of PDP TV Panel
2.5.1 Glass Base Board
2.5.2 Bus, Statistic Electrode Material
2.5.3 Insulated Layer Material
2.5.4 Protection Layer Material
2.5.5 Fluorescent powder
2.5.6 Obstruct Bulkhead Material
2.5.7 Filter
2.5.8 Configuration IC of PDP TV Panel
2.6 Brief Introduction to PDP TV Panel Market
2.7 Brief Introduction to Major Manufacturers of PDP TV Panel
2.7.1 Panasonic PDF Ltd.
2.7.2 Fujitsu-Hitachi PDF Ltd.
2.7.3 PDP department of Japan Pioneer Ltd.
2.7.4 LG
2.7.5 Samsung SDI
2.7.6 Orion Electric
2.7.7 CPTF
2.7.8 Formosa Plastics Photo electricity
2.8 Source and Price of PDP TV Panel in China
2.9 Brief Introduction to Major Manufacturer-Taiwan Sampo

3.Market and Manufacturer of Rear Projector TV
3.1 Brief Introduction to China's Rear Projector TV Market
3.2 Comparison of the Model and Performance of Major Rear Projector TV
3.3 Brief Introduction to Optics Engine of Rear Projector
3.4 CRT Rear Projector TV
3.4.1 Brief Introduction to Manufacturers of Major Spare Part of CRC Rear Projector 
3.4.2 Brief Introduction to CRT Rear Projector Manufacturers in China
3.5 DLP Rear Projector TV
3.5.1 Introduction to Theories of DLP Rear Projector TV
3.5.2 Brief Introduction to Three Kind of DLP Projecting
3.5.3 Advantages and Disadvantages of DLP Rear Projector TV
3.5.4 List of DMD Chips
3.5.5 Introduction of Major DLP Rear Projector TV Manufacturers and their Products
3.6 LCD Rear Projector TV
3.6.1 Brief Introduction to HTPS TFT-LCD, Major Spare Part of LCD Rear Projector TV
3.6.2 Brief Introduction to Optic Engine of LCD Rear Projector TV
3.6.3 Introduction to LCD Rear Projector TV Manufacturers and their Products
3.7 LCOS Rear Projector TV 
3.7.1 Theories of LCOS Rear Projector TV and LCOS Panel
3.7.2 Introduction to Optic Engine of LCOS to Optic Engine of Three-Piece LCOS Panel Introduction to Optic Engine of Single-Piece LCOS Panel MicroDisplay Phillips Rotating Lens Colorlink
3.7.3 Brief Introduction to Major Manufacturers of LCOS Panel Aurora SpatiaLight Microdisplay Brillian Himax eLCOS Microdispay Technology Taiwan Micro Display Corp (TMDC) Intel Sony
3.7.4 Introduction to LCOS Panel TV and Optic Engine Manufacturers and production Hitachi Phillips RCA Sanyo Kolin Hongyuan Shuxian Jiangxi .Filmtech-instrument Beijing O-Net Communications Ltd. Skyworth TCL

4.Market and Manufacturer of LCD-TV
4.1 Brief Introduction to LCD-TV Market in China
4.2 Major Spare Part of LCD-TV---Introduction of Panel
4.3 Brief Introduction to Cost Structure and Major Raw Material of LCD-TV Panel and Prediction of Situation of Supply 
4.3.1 Glass Base Board
4.3.2 Color Filter
4.3.3 Configuration IC
4.3.4 Backlight
4.3.5 Polarizer
4.4 Prediction of Panel Prices of LCD-TV Panel
4.5 Brief Introduction to Major Panel Manufacturers of LCD-TV Panel
4.5.1 Performance Comparison of 15 inch, 17 inch, 20 inch, 26 inch, and 30 inch LCD-TV Panel
4.5.2 Source of LCD-TV in China
4.5.3 Sharp 
4.5.4 Samsung
4.5.5 LG-Philips LCD
4.5.6 AUO
4.5.7 Chi Mei
4.5.8 CPTF
4.5.9 QDI
4.5.10 HannStar 
4.5.11 BOE
4.5.12 SVA-NEC
4.6 Brief Introduction to Major Panel Manufacturers of LCD-TV OEM and ODM
4.6.1 Tatung
4.6.2 TECO
4.6.3 Amtran
4.6.4 EMC

5.Major IC industry of High-end TV
5.1 Brief Introduction to Major IC industry of High-end TV
5.2 Brief Introduction to Controlling IC of LCD-TV
5.3 Brief Introduction to Major IC Manufacturers of High-end TV
5.3.1 Genesisi
5.3.2 Pixelworks 
5.3.3 Trident
5.3.4 TOPRO
5.3.5 Magic Pixel
5.3.6 Micronas 
5.3.7 Oplus
5.3.8 Zoran

6.Analysis of Major TV Manufacturers and the Market in China
6.1 Changhong
6.2 TCL
6.3 Konka.
6.4 Skyworth
6.5 SVA
6.6 Hisense
6.7 Xoceco
6.8 HuaQiang-Sanyo
6.9 Other Brand
6.9.1 Shandong Panasonic
6.9.2 Dalian Toshiba
6.9.3 Shenyang LG
6.9.4 Suzhou Philips
6.9.5 Shanghai Sony
6.9.6 Tianjin Samsung
6.9.7 Haier

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