The global LED-backlit TV market share didn’t reach the goal of 30% of the LCD TV market in 2010. Following the coming of National Day and the year-end holiday sales in Q410, Taiwan and China LCD TV suppliers started the price war to increase sales volume and gain a head-start in the LED-backlit TV market in the future.
New LED-backlit TVs in China had slipped by about 30% compared to previous pricing. A 46-inch LED-backlit TV’ price was about 7,500 Yuan (US$1,116.8), down from over 10,000 Yuan. Prices for new 32-inch LED-backlit models had been about 10% lower, 20% lower for 40- and 42-inch LED-backlit models and up to 30% lower for 46-inch models.
At the same time, Changhong Electric planed to lower prices for 32-inch LED-backlit models to below 3,500 Yuan through a replacement subsidy program. Konka had lowered the price of 42-inch LED-backlit models to 5,200 Yuan from 7,999 Yuan. Also, other China retail channels had been providing all kinds of promotions.
But in Taiwan LED-backlit TVs market, customers remain cautious amid significant price gaps between LED-backlit and CCFL-backlit models. Taiwan local vendors planed to start price-cut promotions for 32- and 42-inch LED-backlit TVs at the end of September, and expected to attract other vendors to join the price war. It is reported that Taiwan LED-backlit TVs’ Prices were expected to drop by NT$5,000 at the end of 2010, and the sales were expected to increase more than double in Q4.
