DisplaySearch: U.S. television prices hit new lows

According to a survey report recently released by NPD DisplaySearch, the market price of LCD TVs with a size below 46 inches in the US market in the fourth quarter of 2011 was unprecedentedly reduced to less than US$1,000. All 32-inch TVs, including high frame rate LED TVs, are priced below $500. The price inflection points for other TV products in 2011 are as follows:

The average price of a 40-inch-42-inch CCFL 2D LCD TV was lower than $500 for the first time;

40-inch active 3D LCD TVs cost less than $1,000;

47-inch passive 3D LCD TVs cost less than $1,000;

60-inch LCD TV is less than 1,500 US dollars, and the promotional price of some products is less than 1,000 US dollars;

The 50-inch 1080p 3D plasma TV is less than $1,000.

The general decline in the market price of TV has two reasons: First, the market demand is far lower than previously expected; Second, the old problem is often light: excess capacity. High inventory in the first half of 2011 led to a sharp drop in the prices of major component parts in the third quarter.

NPD DisplaySearch stated that consumers want to buy TV products by the end of 2011, but they are accustomed to seeing continued decline in prices. This will be a problem for TV manufacturers. In the middle of the 21st century (2000-2009), TVs were price-reduced because of overcapacity caused by investment. For the television industry, even in the future, there is little opportunity to achieve the same proportion of cost reduction.

The television industry has tried to focus consumer attention on new technologies (such as 3D and high frame rates) rather than on prices, but the NPD DisplaySearch report states that consumers, especially American consumers, have advanced features Not very interested, the same price, they are more willing to upgrade the size of the TV.

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