Korean media: BOE sells 65-inch LCD at cost price and is determined to drive away Samsung LG
South Korea "BusinessKorea" report screenshot
It is worth noting that due to the continuous increase in production of Chinese manufacturers, LCD panel prices have fallen, and LGD shares have been mad all the way this year. Today, LGD has fallen more than 4% in the Korean stock market, almost the highest price since the beginning of the year.
The above report quoted a senior Korean panel maker as saying: ' BOE informs TV manufacturers that its 65-inch panel will be cut by 20%.'
'Jingdong mass production of 10.5 generation line panels in the first quarter of this year seems to be determined to drive Samsung, LGD, etc. out of the market', the person revealed on the 26th.
The article pointed out that at present, the price of 65-inch LCD is between 240-250 US dollars, and the price reduction of 20% means that BOE is sold at almost the cost price.
A director from a mainstream LCD maker admitted that TV makers around the world are using BOE’s offer to demand panel makers to cut prices. If this situation continues, BOE may be swept by including Haier when the second year contract is discussed at the end of the year. Orders of small TV manufacturers including TCL, etc.
The article also provided data on LCDs over 50 inches in size. In the first quarter of this year, BOE’s market share ranked only sixth, at 7.6%. Samsung continued to be king, with a market share of 21.7%; LGD ranked second, market share. It is 18.8%.
However, according to 'Display House' reported on the 28th, in the first quarter of 2018, the production volume of BOE's 55-inch display screens increased by nearly 30% year-on-year, and the 65-inch increase by 136%. The 4K TV panel shipments increased by 34% year-on-year.
The article believes that if there is no accident, this year, BOE has no doubt in the world in the field of large-size LCD screens.
Taiwan's "Zhongshi Electronics News" reported on the 28th: "The price of the new wave of panels is heating up. In the second half of the year, BOE's 10.5 generation line panel capacity will continue to increase, and will be produced against competitors such as Samsung, LGD, Taiwan AUO, and Group. Major impact. '
The newspaper expects that BOE's market share will increase quarter by quarter in the second half of the year, eroding the market share of LCD panel makers in Korea and Taiwan.
10.5 generation line panel factory will be fully produced next year
The BOE 10.5 generation line panel mentioned above has been put into production in Hefei ahead of December 20th. The media commented at the time that this will help break the Japanese and Korean panel makers in the field of large-size LCD panels of 55 inches and above. Monopoly position.
According to Netease News on the 22nd, the layout will further make up for the shortage of large-size products of 65 inches and above, and further improve BOE's market share and comprehensive competitiveness in large-size TV LCD panels.
It is expected that the production line will be fully produced in the first half of 2019.
On December 20, 2017, BOE (Beijing Oriental) Hefei 10.5th generation TFT-LCD production line was put into production ahead of schedule. Source: Sohu
Xinhua News Agency reported at the time that the 10.5 generation line is the world's highest generation line, and also the world's first 10.5 generation line, with a design capacity of 120,000 glass substrates per month.
At the product line off-line and customer delivery ceremony, Jingdong delivered 75-inch 8K 60Hz, 75-inch 8K 120Hz and other large sizes to Samsung, LG, SONY, Vizio, Skyworth, Konka, Hisense, Changhong, TPV, Xiaomi, and Haier. Ultra high definition display.
Zhang Yu, senior vice president of BOE, confidently stated at the time: '(The production of this line) has made China a leader in global display technology and scale. (BOE is in the 8K display area) There is no competitor, everyone is optimistic about the large size. Because whoever gets large-size resources will be competitive.'
It is worth mentioning that, according to the micro-network report, Wuhan City held a concentrated investment activity on April 9th.
Among them, the BOE BOE10.5 line project in the Lingkong Port Economic Development Zone (East Lake District) has a total investment of 46 billion yuan, and designed a production capacity of 120,000 glass substrates per month for the production of 65-inch and 75-inch 4K/8K. 60Hz/120Hz TV panel products.
Now Ultra HD, large size has become the industry trend.
According to IHS data, the compound growth rate of the 8K panel market will reach 111% in the next 5 years. In the large-size panel market of 60 inches or more, the penetration rate of 8K will reach 25%. The 8K will be broadcasted at the Tokyo Olympics and the Beijing Winter Olympics. Under the opportunity, global manufacturers actively deployed 8K, which became the trigger point for further industry outbreaks.
Prior to the 10.5-generation line, the world's highest LCD generation line was the 10th generation line panel factory (SDP) of Sharp, a subsidiary of Hon Hai, Japan.
Previously, according to Sigmaintell statistics, in 2017, the top three LCD shipments of 55 inches and above were occupied by Samsung, LGD and SDP, and the market share of domestic panel makers was only about 2%.
However, the agency expects that this year, BOE will gain 8% market share in the above areas.