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Li Jun, chairman of Liad Optoelectronics Co., Ltd., told the China Economic Times that with the LED TV products, the gross profit margin of Liard increased by 3.1% in the first half of 2013, from 32.9% to 36. %, while the gross profit margin of the same industry companies is about 20% - 22%.
From commercial to civilian
There are signs that Liard is planning to move from an "engineering company" to a civilian brand company. Li Jun said, "Do not go to civilian use, can not do large-scale." At present, Liard products have full access to the civilian market in terms of technology and production capacity, but in the market comprehensive system of marketing, channels, after-sales service, etc. No practical experience. Therefore, whether to directly cooperate with color TV manufacturers to expand the market as soon as possible is a question that the Li Jun team is currently discussing.
According to our reporter, Liard has built a large industrial base of 140,000 square meters in the Yizhuang Industrial Park in Beijing, "a large number of standard TVs (110-inch, 144-inch, 164-inch, 288-inch large-size fixed TV products). Prior to this, Liard mainly provided customized LED TV wall for cultural and sports systems, military public security traffic command systems, radio and television systems, and public information services. The huge scroll display on the opening ceremony of the 2008 Olympic Games was provided by the company.
Li Jun said that professional planning market companies have been hired to launch Liard LED TVs into the market. This action is likely to start in the form of “disordering anywayâ€.
"The so-called LED TVs currently sold in the domestic market are not real LED TVs. In fact, they are still LCD panels, but they use LED backlights." Li Jun revealed that Liard LED TVs will be available as "real LED" TVs. The real LED TV is self-illuminating, with low energy consumption and high brightness, and “the bigger the size, the more cost-effective, the self-assembly, eliminating the handling problem.†Li Jun said that LED TVs are 40% lower than the same size LCD TVs. %, with the development of industrial scale, the cost can be further reduced.
Positioning high end
"Liyad LED TV and domestic TV manufacturers' products do not constitute a conflict. Liard mainly makes large-size TVs. TV manufacturers are mainly small and medium-sized. The most economical size of BOE 8.5-generation LCD lines is 55-inch cutting. Li Jun said that he hopes to be a panel supplier only, but because local color TV companies do not have experience in large-scale color TV manufacturing, Liard may have to get involved in the whole machine manufacturing field.
At present, the largest TV panel of the LCD panel is Panasonic's 152-inch product. The local panel companies BOE and Huaxing Optoelectronics also launched a 110-inch HD LCD TV. Panasonic 152-inch LCD TV price is 3.99 million yuan, 110-inch LCD TV price is also a million yuan.
"When the price of large-size LED TVs goes down to two or three hundred thousand yuan, it can be promoted on a large scale in the civilian market." Li Jun said that after entering the civilian market, Liard products are positioned as high-end, and there are very many domestic color TV manufacturers. The big market is misplaced. As for the OLED technology being fired by Samsung and LG, Li Jun said that due to technical limitations, its brightness is not enough and the size is not large enough to compete with the LED screen.
Ryder's large-size LED TV launched this time thanks to its small-interval LED display technology with completely independent intellectual property rights, with a minimum pitch of 1.2mm. The technology features seamless stitching, ultra-light and ultra-thin, ultra-quiet, high brightness, adjustable viewing angle, and no flicker.
Li Jun said that under the support of its own technology, the future Liard business will focus on six sectors: traditional display, LED TV, lighting, advertising media, creative display, system integration.
In March of this year, the Shenzhen Municipal Government abolished the "Notice on Printing and Distributing the Development Plan of Shenzhen LED Industry (2009-2015)" in the form of "Government Gazette" for more than four years. Li Jun believes that the introduction of the Shenzhen government's exit policy indicates that the government will no longer provide financial subsidies for LED manufacturers and the development of the industry. This may be a signal that the future development of the LED industry will rely on the market as the mainstay in the long run. It is conducive to the development of the LED industry, especially the high-end LED application products.
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Liard wants to enter the high-end civilian color TV market
On July 25, Liard (300296) released 9 large-size LED TV products ranging in size from 92 inches to 288 inches.