TECO Taiwan and Japan AEON large chain retailers to 10 million yen tax-inclusive price of cheap fast attack Japan LCD TV market, the model for the TAL0032 32-inch LCD TV, AEON including network and more than 390 rooms discount stores retail totals pre-launch 1.01 million units, available for sale on the day immediately sold out, there are many shops and even there in the morning to consumers, in the opening line, immediately after you finish all the sales quotas. What are the causes of this? are there in our domestic manufacturers can reference?
Low price so attractive?
Currently TV manufacturers such as SONY, Panasonic, Sharp, Toshiba, Hitachi and other manufacturers of 32-inch LCD TV, the Japan market in General and about 23% to $ 32 million yen, although in high definition, digital TV platform functionality to call, but prices of TECO (TECO) this paragraph 32 inch LCD TV up to 2 to 3 times. While Japan white brand LCD TV BY now if DESIGN of 32-inch LCD TV at 14.9 million yen, but no digital selected sets of functionality. In comparison, TECO the sale price of the aircraft on the Japan consumer does have a very appeal.
TECO 32 inch LCD TV, the tax rate is 10 million yen, after deducting 5% consumption tax, Japan beyond tax forms, the actual price is 95238 Yen to the dollar exchange rate of 1 111 Yen conversion, conversion of only us $ 858 to 6500 Yuan RMB. This price is to high prices, Japan, Taiwan is a little low. TECO brand in Japan is not loud, but in Taiwan is LCD TV line brand, because there is considerable in Japan AEON, can give consumers enough TECO brand reliability.
Due to the high prices in Japan, in Japan's prices, 10 million yen price feel and we 3.4 Chin yuan. Current Japan TV manufacturers such as SONY, Panasonic, Sharp, Toshiba, Hitachi, 32-inch LCD TV is a general tax on the market price of approximately 23 ~ 32 million yen. A simple example of doing comparisons, Japan a special of 10 million yen, Japan consumer prices feel, with our $ 7000 32 inch LCD TV to 3500 element price sale the same feeling.
Because consumers demanding quality and after-sales service, Japan white TV licence is not popular, recent rise more famous as BY DESIGN. BY DESIGN earlier has launched free digital selected platform features 30 inch LCD TV, the price is far lower than the big brand products, but also to 13.5 million yen. The brand is to network marketing, but also to become Japan home appliance industry hot topics of the moment.
As a result of low-cost 32-inch LCD TV to consumers, in particular Japan, Tokyo, Osaka and Nagoya three metropolitan areas have not yet launched digital terrestrial television in the region, have considerable appeal. See lower order LCD TVs in Japan for the potential consumer market, a number of new manufacturers are eagerly seeking. If communication is planned to plant UNIDEN 2005 introduces 32-inch and 27-inch and 20-inch LCD TV, 32 inch LCD TV with delivery installation including tax price ceiling is 13.9 million yen, a possibility and Taiwan manufacturers. Non-traditional TV brand manufacturers to actively develop this market, although not always successful, but the consumer demand for low-priced products, has been fairly active by the moment this TECO product sold out to see this trend, is Taiwan manufacturers cut international TV market opportunity.
Market facing re-shuffling, Nissho dominance will no longer exist
Long term price destruction war who continue to spread, inevitably affects the international brand TV companies, will lead to small brands or Taiwan brand TV price gap with big brand products progressively closer, especially the more than 40 inches, resulting in the product to Japanese-based appliance manufacturers produce large flat panel display (FPD) strategy is cost effective. To find a low-cost source of Japanese FPD factory will definitely have to give up their own production, to purchase other than FPD to replace, at which point the courage to talk of Taiwan TFT LCD manufacturers of opportunities that ensuing.
On the other hand, the LCD TV manufacturing technology threshold is not high, due to production investment bottleneck lies TFT LCD, as long as the Panel, and then mix portrait processing chip manufacturers of related chip circuit, and the enclosure Assembly that is, production is not difficult.
Japan manufacturers pride in image processing technologies in imaging technology from analog to digital, but also fear that the unsustainable maintain a leading position. Portrait of processing chip manufacturers such as Pixelworks, Genesis, hundreds of people in research and development team, the FPD TV deal with digital portrait of IC. Japan manufacturers even Sony, Panasonic and other companies in related research and development team, or more than 100 people, in a few years was catch up sooner or later. In fact, not necessarily to 100 percent, professional display chip manufacturers of popular products, as long as there is a leading manufacturer of 8 to 9% of the performance, then match the wafer Foundry's huge productivity and low cost, makes the current high definition FPD TV market by Japanese exclusive re-shuffling of the rules of the game.
Once the Japanese and Taiwanese companies use the same TFT LCD, its screen performance quality and are not so far, have full TFT LCD supply geographical and human and of Taiwan LCD TV manufacturer, will have the opportunity in the global market and brand manufacturers a spell. But since it is at a low cost, low gross profit margin would be the necessary awareness, future FPD TV in the fierce competition, may all manufacturers worldwide are currently facing the PC manufacturers generally low gross profit challenges.
"Cheap stuff is not good," the ancient law is still on?
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But the cheap stuff is not good that consumers generally avoid doubts on sale the day of the aircraft that made TAL0032 AEON set bad communiqué, supposedly in the main/Vice-channel mode, only the main channel will be audible, but Japan language mode only mono mono's performance. Due to inconsistent with the specification, in dozens of consumers questioned, AEON and Japan TECO recognition is set incorrectly, the program will be sent directly to the person, buy this LCD TV consumer home, in addition to more than 2000 shipments have been rectified before, there are 7000 multiple shipment to consumers.
TECO said there are no doubts about the product itself, but rather out in Taiwan and Japan consumer habits on bilingual channel, which is set incorrectly. Japan TECO said President Nishimura public, in the final stage is not software check and is not found, while trying to stage is displayed properly.
This incident for TECO LCD TV market in Japan, is in crisis is turning point, if not handled properly, the emphasis on quality and after-sales service of Japan after consumers, will depend on the TECO to reject transactions; but if properly handled, originally known in Japan, will establish a TECO products at low cost and service is responsible for the brand image of the home.
Our service is poor, or Japan people picky?
But getting that manufacturers in Taiwan on may not be wrong, that Japan may not be so easy to cross the border. Taiwan consumers and Chinese consumers alike have the disadvantage of the consumer awareness, manufacturers for consumer attention degree also is not high, is not rampant black heart, mass market commodities are insensitive to it, as long as you can see, most consumers even if not to care about. But Japan is carping degree of consumers in the world, I had heard in Japan studying and work friends said that Taiwan's products directly to the same quality trafficked to Japan, I'm afraid to fail.
Specification, for example, the specification of a TV can be thick as textbooks, but Taiwan local manufacturers of TV Guide may have only a few pages. Japan firms to consumers as a starting point, assume that consumers understand the premise of this class of product, but down and write a Taiwan manufacturers is the production of researchers to write, not the contents briefly said, it is important that mentality, without the consumer's point of view to want to come see, nature also found no problem. In fact, some manufacturers in China has similar problems.
Consider Taiwan and Japan consumer spending habits, is granted and the starting point of the most basic design, but Taiwan manufacturers have always had this in mind, think of Taiwan with no problem, that going abroad should also not be sent there. This mentality if you only want to limitations in Taiwan that even now, but if you want to take the Taiwan International, this mentality definitely want to change. Want to know in Taiwan undervalued small blunders, Japan may be earth-shaking big problem.
In the past, like PC, notebook and other IT product commodity characteristics on extremely short lifespan, Taiwan manufacturers reaction speed, and price competitiveness are strong, and OEM route, not responsible for the after-sales service. So in the face of all OEM customer, but what customers open specifications produced by the way, is less contact with the end consumer. But the foundry industry in an increasingly competitive, lower gross margin, kill, Taiwan manufacturers started its own brand of advance, but if not overseas home appliances market, IT is consumers as the LCD TV, durable products for quality and service requirements are absolutely indispensable.
My view: Japan is the world's largest LCD TV market, is also the most acceptable LCD TV, Taiwan manufacturers of LCD TV products in this market, and by laying the exalted position Japan demanding consumers, quality of service requirements, would shock education baptism to rampant global TV available market of qualifications. But to achieve this goal, Taiwan manufacturers also really want to wait for refueling.
Because Taiwan TFT LCD industry is divided equally between Korea and the world, private LCD TV industry is the exact direction, cheap LCD TV craze has blown in Japan, North America, Europe might immediately expand LCD TV prices undermine competition in the face of the global LCD TV market is likely to riffle, Chinese manufacturers are the examination of the advantages and disadvantages of the self and to strengthen the Constitution before a conditional in the upcoming principalities of market leader for hegemony.
