Skyworth Yang Dongwen: 2 billion to build a domestic LED LCD boss

"Now, on the development of LED backlight modules, we have been on the same starting line with Japan and South Korea. The first batch of the world's thinnest domestic LED LCD TVs will be listed on National Day, which will completely break the pattern of foreign brands dominated the world." Yesterday The reporter interviewed Yang Dongwen, the vice president of Skyworth Group and the president of the color TV business. Yang Dongwen said that after experiencing the diversification pain, Skyworth finally decided to take root in the TV industry and 2 billion to enter the LED LCD TV.

Breaking the monopoly of domestic LEDs is 30% cheaper than foreign brands

"The LED LCD TV that will be listed on National Day is only 24.7 mm thin, and the thinnest in the world is South Korea, with a thickness of 24.8 mm, but the price will be 30% cheaper than the foreign brand." Yesterday, Yang Dongwen was held in Chongqing. The opportunity of the Southwest Distributors Conference was an interview with him. He said that Skyworth's fully-developed world's thinnest 24? Jialian 5? milk ED LCD TV will be listed in the National Day, which means that the previous LED LCD TV monopoly by foreign brands was broken.

Yang Dongwen said that Skyworth's LED LCD TV has more advantages than traditional LCD LCD, but the technology has been dominated by foreign brands. Only a few brands such as Sony and Toshiba have launched small and medium-sized products and LEDs sold in China. The TV is still at a fairly high price. He said that Skyworth started to develop LED backlights as early as 2005. After more than two years of hard work, it finally achieved a technological breakthrough. The LED LCD TV power consumption listed on National Day can be reduced by more than 30% compared with general LCD TVs. Up to 100,000 hours, enough for users to use for 20 years. At the same time, the color reproduction is better, the color is more abundant, and the dynamic contrast ratio reaches 40,000:1, so the picture layering is also stronger.

Industry upgrade Skyworth transformation CRT into the tablet

"It is a pity that the CRT TV industry chain that was built up is awkward, but it is only a dead end without upgrading. Because the CRT industry will eventually be eliminated, the tablet is the future development direction." Yang Dongwen said that LCD in 2005 TV and plasma TVs (both known as flat-panel TVs) have begun to be launched on a large scale. Flat-panel TVs have shown great vitality as they are listed because of their thinness, large screen and high definition. Skyworth began a comprehensive transformation from last year. In 2008, Skyworth LCD TV sales accounted for 40% of all color TVs. By April this year, LCD TVs accounted for more than 80%. "From the results of sales, the initial success of the transition to flat-panel TV, but from the perspective of the entire flat-panel TV industry chain, we still have a lot of work to do." Yang said.

First of all, Skyworth invested 500 million yuan to complete the production capacity of flat-panel TVs, build or renovate CRT TV production lines, with an annual production capacity of more than 6 million units, of which Shenzhen Shiyan Plant has an annual production capacity of 3 million units, and Guangzhou flat-panel factory can reach 200 units. Wantai, Shenzhen Gongming Factory can realize the production capacity of 1 million to 2 million units through technological transformation. Secondly, Skyworth also cooperates with LGD to carry out research and development design. Skyworth's Guangzhou flat panel factory can conveniently obtain support from LGD modules; Skyworth is also currently producing small and medium-sized LCD modules such as 26-inch and 32-inch. In September this year, Skyworth will realize the integrated production of large-size machines and LCD modules in the flat-panel factory in Guangzhou, with an annual production capacity of about 1 million units. .

Upgrade energy-saving products within three years

"To fully enter LED environmental TV, it is actually the engine of Skyworth's upgrade of all products, because energy saving and environmental protection is the trend of the whole TV industry. After two to three years, all products are energy-saving." Yang Dongwen gave an example of an image to 32. In the case of an ordinary TV, the power consumption of the whole machine is 140 watts, but the power consumption of the power-saving liquid crystal is only 75 watts, which is reduced by 65 watts. He said: "So, using an LCD TV for 100,000 hours is equivalent to saving. With 6,500 kWh, if you save 0.7 yuan at the current price, you can buy a 42-inch LCD TV."

He introduced that Skyworth TV currently has two series of more than 10 products on the market, adopting energy-saving and environmental protection technologies, including the existing 01 series in the market's heyday, from 32 inches to 47 inches; also including the newly launched M11 series. 32 inches to 47 inches. “Our definition of power-saving LCD is based on our entire power-saving platform SPP, including energy-saving technologies such as the entire system screen and power supply to build our energy-saving technology, which will allow us to take the lead in realizing LCD TV from standby to system operation. A new generation of energy-efficient TVs that save power throughout the process," he said.


Investing in the past "half-way home" to lose money

“In terms of investment decisions, Skyworth still had mistakes.” Yang Dongwen said frankly that in 2007, he cut off the network and computer industry that did not make money. In 2008, he sold the mobile phone industry at a price of 2 yuan. “The company has suffered a lot in these areas.” Yang Dongwen said that when Skyworth entered the mobile phone industry in 2005, Skyworth got a mobile phone production license in May of the year when the domestic mobile phone was generally losing money. Since then, it has announced an investment of 1 billion. Yuan entered the mobile phone market and also announced the launch of the "Flying Leopard" program: the annual production and sales volume of mobile phones is 1 million units, and the top five brands in 3 years have become the first-line brands of domestic mobile phones. At the same time, Skyworth also digged the mobile madman Wan Mingjian's capable cadre Yang Xiaoxi, but Yang Xiaoxi left Skyworth Mobile just five months later. At that time, he had a famous prophecy: "The domestic mobile phone is more difficult than expected." ."

“On November 15, 2005, Skyworth’s first mobile phone products were officially launched.” Yang Dongwen said that during the “High-Tech Fair” in Guangdong, the group announced that the Skyworth mobile phone will enter the US market and will quickly catch up with the advantages of exporting overseas markets. Traditional domestic mobile phone giant. However, in the next few years, due to the diversification of cross-industry, the mobile phone industry is very strange, and eventually leads to annual losses. Skyworth, which had no intention of fighting last year, only sold the mobile phone business to Baoyi Communication and Liangcheng Group for 2 yuan. "Skyworth is very similar to the rest of the 'half-way' mobile phone manufacturers. They want to rely on their own brand and channel advantages in the traditional field to replicate in the field of mobile terminals, but so far, there seems to be no successful example." Yang Dongwen helpless Say.

The future direction of 2 billion to build a domestic LED LCD boss

“After being defeated in the diversified road, Skyworth learned and will only become a TV expert and become an electronic expert in the future.” Yang Dongwen introduced that the company has set up a LCD TV business unit, plans to invest in the LCD industry chain, and put the LCD module The application is an important direction of the industrial layout, and at least 2 billion yuan of funds have been prepared for this. Yang Dongwen said that the layout of Skyworth LCD industry will be divided into three steps: First, establish an interactive relationship with leading brands in the upstream sector to ensure a smooth supply chain; secondly, establish a liquid crystal division, in the chain of liquid crystal modules, backlights, polarizers, ICs, etc. In-depth investment; finally, become the main supplier of liquid crystal modules. He said that Skyworth's LCD module will not only be used in the field of color TV, but also cut into the display fields of communications and computers. During the year, Skyworth will extend the LCD product line by 50% and strive to become the domestic LCD brand leader.


Dialogue this year, the six major brands will open the distance

Reporter: The economic crisis has caused a great impact on the global electronics industry. Foreign companies have bet on China, and domestic companies are constantly seeking to break through. In this context, how do you judge the changes in China's color TV market this year?

Yang Dongwen: Every financial crisis is the best time for companies to re-rank. In recent years, the competition of the six domestic color TV brands is fierce, but the gap is not obvious. However, this year's situation is very special. I think the gap between the six major domestic brands in the LCD will be opened this year. The sales of the first echelon should be more than 15 billion yuan, while the sales of the second echelon should be below 10 billion yuan.

Reporter: What do you think is the main growth point of the color TV market this year? How will Skyworth respond? What is the market target for this year?

Yang Dongwen: This year, the domestic color TV production capacity is expected to reach 35 million units, of which LCD TVs will reach 2,000 to 23 million units. LCD TVs have grown steadily in central cities, with only about 20% last year. The third- and fourth-tier markets have a 100% to 200% growth. Based on this judgment, Skyworth has invested heavily in the rural market, and the sales outlets in the third and fourth-tier markets will increase by 60% this year. If LCD TV sales in this year can be maintained at 20 million units, Skyworth will sell 3.6 million units in 18% of the market in 2008. Among them, foreign-funded enterprises will give up part of the market, and some of the previous new companies such as Amoi, Shinco and Shanzhai Tablets will give up some of the city's target of 4 to 5 million units.

Expert LCD TV will be replaced by LED

According to the analysis of home appliance expert Lu Renbo, the current price of LED LCD TV is about 4 times that of other LCD TVs, which is difficult for consumers to accept in a short time. Once the cost of LED control is less than 1.5 times that of CCFL (Cold Cathode Fluorescent Lamp), the market will be completely different. It is estimated that the price will drop rapidly in the next 3 to 4 years. LED has higher color chromaticity than CFL, higher color saturation and faster speed, which can help LCD TV eliminate the "tailing" and become a good substitute. At present, the most widely said is that LCD TVs will be replaced by LED TVs in the next few years.

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