According to the Ministry of Commerce news, market research agency DisplaySearch data shows that in 2011 South Korea's Samsung, LG TV's global market share reached 20% and 13% respectively, ranking the first two in the world.
However, in 2012, the Korean team had to adjust to the weak market. Samsung splits the LCD business and plans to launch more competitive products. LG adopts a conservative strategy and focuses on protecting profits.
Samsung intends to seize more shares
Following Sony’s exit from the panel joint venture with Samsung in 2011, Samsung also split its loss-making LCD panel business into a subsidiary. Samsung Electronics announced that it plans to split its LCD business into an independent holding company to revive its flat-panel TV business. The new company will begin operations on April 1.
At the same time as the spin-off, Samsung is also preparing for the adjustment of its product line to fight for the low-end TV market. According to foreign reports, Kim Hyun-suk, executive vice president of Samsung Display Division, said: "We have been preparing for the launch of cheap TVs, and we are also working hard to optimize production costs and reduce the retail price of products. Cheap TVs will be one or two Listed on the market during the month."
Yesterday, the relevant person in charge of Samsung Electronics China TV told Nandu reporters that Samsung did make related preparations. For this part of the product, Samsung has certain strategic arrangements. However, it emphasizes that this is only part of it. Samsung has also introduced many high-end and new products that have been exhibited at CES.
Li Mingxu, Samsung's color TV product marketing minister, also stated that the company has a certain target for scale and profit this year. Samsung enjoys a dominant position in the high-end market. Samsung's new color TV products will have a functional upgrade this year. Samsung's price does not have a comparative advantage in China. , but Samsung will not suddenly pull down the price, of course, does not rule out some of the changes brought about by the new product line."
Last year, Samsung’s global flat-panel TV sales were approximately 43 million units, and its target this year is 50 million units. Liu Buchen, an expert in home appliances, said that Samsung’s strategy is obvious. He hopes to grab more shares as the market expansion is limited. Samsung's brand image is high-end, and the introduction of low-priced products is aimed at the low-end market. “Such as China's rural market, with its brand strength, the price will bring a lot of sales.â€
LG shifts from scale to profit
If Samsung is actively attacking, then LG Electronics adopts a conservative strategy.
According to Liu Chengyong, general manager of brand marketing at LG Electronics in Greater China, LG is also affected by the economic environment, but LG Electronics has made product model adjustments and the business model is not impulsive. “This year's strategy has been adjusted to profit-based adjustments. , there is improvement in profits in January."
Liu Chengyong believes that the previous market environment is not bad, and all companies focus on sales and occupancy. In the current environment, strategies must change.
According to market research firm GFK statistics, in China, Samsung and LG TVs missed the top five in 2011. Liu Buchen stated that in the case of a poor market environment, contraction and reduction of costs are appropriate, which is also commonly used by companies for wintering.
In fact, the attitude of Samsung and LG on smart TVs also shows positive and conservative differences. Samsung will continue to push smart TV this year and believe it is the direction of the industry. LG believes that the development of smart TV is restricted by speed and IT facilities. It may take another year or two for infrastructure to be in place. "We think this year is still dominated by 3D."
Domestic company profits may not be as good as last year
Liu Buchen, an expert in home appliances, analyzed that changes in the strategy of foreign-funded enterprises this year will affect the operation of domestic companies. "For example, taking Samsung's play as an example, Samsung's force in the rural market will grab the share of domestic companies. If Samsung uses a low-cost strategy, it will exert pressure on domestic companies and affect the profit performance this year."
Ovid Consulting analyst said that if last year's domestic companies can still be said to be “muffled and made a fortuneâ€, the pressure on domestic companies this year will not be small. The decline in panel prices last year brought greater profit margins, coupled with last year’s foreign-invested companies’ exposure to exchange rates and disasters. Such as the impact, even if the holiday season and other seasons, the use of price means is quite converging, domestic companies share and profits have been gains. Panel prices have gradually picked up this year, and the profit performance of domestic companies is certainly not as good as last year.
However, in 2012, the Korean team had to adjust to the weak market. Samsung splits the LCD business and plans to launch more competitive products. LG adopts a conservative strategy and focuses on protecting profits.
Samsung intends to seize more shares
Following Sony’s exit from the panel joint venture with Samsung in 2011, Samsung also split its loss-making LCD panel business into a subsidiary. Samsung Electronics announced that it plans to split its LCD business into an independent holding company to revive its flat-panel TV business. The new company will begin operations on April 1.
At the same time as the spin-off, Samsung is also preparing for the adjustment of its product line to fight for the low-end TV market. According to foreign reports, Kim Hyun-suk, executive vice president of Samsung Display Division, said: "We have been preparing for the launch of cheap TVs, and we are also working hard to optimize production costs and reduce the retail price of products. Cheap TVs will be one or two Listed on the market during the month."
Yesterday, the relevant person in charge of Samsung Electronics China TV told Nandu reporters that Samsung did make related preparations. For this part of the product, Samsung has certain strategic arrangements. However, it emphasizes that this is only part of it. Samsung has also introduced many high-end and new products that have been exhibited at CES.
Li Mingxu, Samsung's color TV product marketing minister, also stated that the company has a certain target for scale and profit this year. Samsung enjoys a dominant position in the high-end market. Samsung's new color TV products will have a functional upgrade this year. Samsung's price does not have a comparative advantage in China. , but Samsung will not suddenly pull down the price, of course, does not rule out some of the changes brought about by the new product line."
Last year, Samsung’s global flat-panel TV sales were approximately 43 million units, and its target this year is 50 million units. Liu Buchen, an expert in home appliances, said that Samsung’s strategy is obvious. He hopes to grab more shares as the market expansion is limited. Samsung's brand image is high-end, and the introduction of low-priced products is aimed at the low-end market. “Such as China's rural market, with its brand strength, the price will bring a lot of sales.â€
LG shifts from scale to profit
If Samsung is actively attacking, then LG Electronics adopts a conservative strategy.
According to Liu Chengyong, general manager of brand marketing at LG Electronics in Greater China, LG is also affected by the economic environment, but LG Electronics has made product model adjustments and the business model is not impulsive. “This year's strategy has been adjusted to profit-based adjustments. , there is improvement in profits in January."
Liu Chengyong believes that the previous market environment is not bad, and all companies focus on sales and occupancy. In the current environment, strategies must change.
According to market research firm GFK statistics, in China, Samsung and LG TVs missed the top five in 2011. Liu Buchen stated that in the case of a poor market environment, contraction and reduction of costs are appropriate, which is also commonly used by companies for wintering.
In fact, the attitude of Samsung and LG on smart TVs also shows positive and conservative differences. Samsung will continue to push smart TV this year and believe it is the direction of the industry. LG believes that the development of smart TV is restricted by speed and IT facilities. It may take another year or two for infrastructure to be in place. "We think this year is still dominated by 3D."
Domestic company profits may not be as good as last year
Liu Buchen, an expert in home appliances, analyzed that changes in the strategy of foreign-funded enterprises this year will affect the operation of domestic companies. "For example, taking Samsung's play as an example, Samsung's force in the rural market will grab the share of domestic companies. If Samsung uses a low-cost strategy, it will exert pressure on domestic companies and affect the profit performance this year."
Ovid Consulting analyst said that if last year's domestic companies can still be said to be “muffled and made a fortuneâ€, the pressure on domestic companies this year will not be small. The decline in panel prices last year brought greater profit margins, coupled with last year’s foreign-invested companies’ exposure to exchange rates and disasters. Such as the impact, even if the holiday season and other seasons, the use of price means is quite converging, domestic companies share and profits have been gains. Panel prices have gradually picked up this year, and the profit performance of domestic companies is certainly not as good as last year.
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