2009 is the first year of the domestic LED light source industry to become popular: more than half of the world's LED lighting projects in the domestic market; LED flashlight penetration rate of more than 80% of the traditional flashlight market; LED display product application market growth rate with more than 08 The year slowed down, but the total increment reached a new high; at the same time, the LED light source products fell more than 50% compared with the cost price in 2007...
The rapid maturity of the LED light source industry and the increasing popularity of the application range have also affected the display industry: LCD TVs for LED light sources, DLP videowalls for LED backlights, micro projectors for LED light sources, and several LED light sources for business and home projectors. The application of the emerging display market is growing rapidly. At the same time, the proportion of LED light source in the notebook display market is more than half for the first time, and the product premium is less than 5%, which has truly formed a popular trend.
In the face of the rapid growth of the LED light source display product market, the consumer market has all sent out a signal that “likes it is not allowed”. However, when real customers truly “shock” LED products, they encounter awkward dilemmas:
In the LCD TV market, according to the sales price of global LCD panel module products, the premium of products using LED light sources is about 30%. Even with the use of LED light sources, the cost of other components of LCD TVs is not significantly increased. If the screen occupies 60% to 80% of the total cost of the LCD TV, the LCD TV should have a premium of 20% to 25% because of the new light source. However, the premium price of LCD TV products sold in the market is 50% to 200%, and most products have doubled the price of traditional products.
The sample display of LED back projection DLP splicing wall products covers almost all representative manufacturers at home and abroad. The insiders even revealed that the use of new light sources will not significantly change the structure of the original products. Therefore, in theory, any DLP splicing unit production and R&D companies launch similar products without serious technical problems. Even some of the company's products have been able to achieve the interchangeable application of the original light source and LED light source, completely overcoming the compatibility problems of different light source products. At the same time, the DLP splicing unit can also achieve display brightness of 600 to 900 lumens using LED light source, and the brightness bottleneck is basically broken.
On orthographic projection products, LED light sources have also been successfully used in pico projectors, small portable projectors, and home theater projectors. Orthographic products achieve a maximum brightness of 1000 to 3000 lumens, fully meeting the practical needs of the business and education markets.
In the context of the widespread promotion of LED light sources in the projection market, products with this technology also exhibit a very high "premium" like LED light sources used in flat panel LCD TV products: the lowest price increase also exceeds 100%, seriously violating LED The cost price formed by the light source itself. For this phenomenon, Guangfeng Technology, one of the only two LED light source suppliers in the world, indicated to the projection era that the application of LED light source in the projection market has shown that "the manufacturer has insufficient thrust" and "the positioning is not accurate". Two major problems.
According to industry experts, LED light source, whether it is general lighting or LCD TV, projector and other systems as a display light source, its positioning must be "a comprehensive replacement of the original technology", is a product that must be fully popularized. Moreover, this process of popularization should be very rapid. The LED light source industry belongs to the traditional semiconductor industry, and is very similar to the industrial process and pattern of semiconductor devices such as memory and CPU. At the same time, the concentration of the LED industry, especially the concentration of upstream and midstream technology is not high, from the semiconductor material growth, chip, epitaxy, packaging, etc., more companies are involved. It is also seen that the LED light source product has a very rapid improvement in the illuminating performance and the price drop in recent years. This is an emerging product that is taking a rapid road to popularization.
Faced with the rapid popularization of LED light source products, the domestic LED display light source industry, especially the terminal products, has embarked on the wrong path of “high price and high position”. Whether it is LCD TV, front projector, DLP splicing unit, it has shown a high-end trend in pricing strategy. The essence of more than double the premium cost is to keep consumers out of the “gate”.
In view of the high price performance of LED light source in display product application, the analysis believes that on the one hand, these companies respect the culture of the home appliance industry, the culture of the office industry, not the culture of the IT and semiconductor industries. These cultural values are accustomed to the profit of technology advancement. Especially in the introduction period of new technology products, we will follow the strategy of high-end, high-price and high-profit, and then slowly adjust the price to control the total profit in the process of popularizing the whole new technology.
On the other hand, the reason why LED light source projector products show a general high price is that this technology is a technology that essentially harms the profit of the projection industry. Taking DLP splicing rear projection as an example, each unit needs to be replaced one or two times a year, and the replacement cost of each bulb is two to three thousand yuan. This part of the cost constitutes a very important source of profit for the DLP unit splicing industry. In the projector industry, the same situation still exists: the projector repair industry has a saying that "not relying on repairing products to live, relying on selling bulbs to live."
The profit of the light bulb displayed by the projection is essentially the profit of the maintenance link and the production process of the manufacturer. As the most important consumable cost in the industry, most projection companies are deeply secreted to make money from them. Based on the special requirements of high performance and matching of bulb products, these bulbs are usually customized by the optical machine company or the projection machine company. In particular, the racks of the bulbs are different from each other and are not compatible with each other. This incompatibility is also the most important "technical barrier" to maintain high profits in the industry. The projector bulb is as important to the projector industry as the ink cartridge is to the printer industry: it is a steady stream of profit cows.
Therefore, if the LED light source products with a life span of tens of thousands of hours are popular, the light profit cheese will disappear. For this reason, projector manufacturers have been passive in promoting the popularity of this technology, even if they have to push will be the second-line brands in the industry to push (they want to demonstrate their technical strength, already in the first-line brand In the competition, we get a bigger price. The companies that promote this product will hit a higher price (their purpose of promoting LED light source is more brand promotion than selling products, they also have the temptation of bulb profit cheese).
The application of LED light source in the display industry shows the conflict between the traditional home appliance culture, office product culture and semiconductor industry culture of the industry, and it also shows the strong influence of the bulb profit cheese on enterprise decision-making. The popularity of LED light source in the projection industry will inevitably require the advancement of LED light source itself and the initiative of the industry to promote the two factors. However, today's trend is suffering from a serious shortage of the second important power, the consumer market Only more patient.
