The domestic color TV collective loss core inability to lose the right to speak

"Plating" This stone Chinese TV company "has a bit" late, but it always has to "squeak." In the tablet industry chain, the rapid development of China's color TV companies, in the end is the chip technology, is the upstream panel, or the battle channel of the military?

Although local home appliance companies know that in the process of upgrading CRT (cable picture) television to flat-panel TVs, the chips are as important as the heart. However, the core movements that local color TV manufacturers strive to promote are still only “contributing to one hundred schools of thought” and are far from “hundred flowers”. far.

Many companies, mainly TCL and Hisense, have laid out the liquid crystal modules one after another, and even have already penetrated into the chip design. However, they are faced with the embarrassment of “small thunder and rain”.

The "Chinese Core"

TCL, Changhong, Hisense and other color TV manufacturers have never lacked the “ethnic” temperament. They have been trying to make core.

As early as mid-2004, TCL began its core-making process. At that time, it set up a joint laboratory with the famous US TV chip company GeneSIS. Soon it introduced the so-called first-generation DDHD technology (digital dynamic full-HD). Now it has launched the third generation and used it to obtain the global television industry. Oscar Award - Le Méridien Television Technology Award. At present, local companies such as rival Skyworth have adopted this technology.

However, analysts said that TCL was only stained with GeneSIS, not an independent research and development technology, the joint laboratory did not invest much money and research and development manpower. In fact, TCL provides more program design. After all, chip R&D needs system manufacturers to cooperate. The related products of Xoceco and Changhong have similar backgrounds and rely on foreign technology.

Relatively speaking, the voice of Hisense "Sinxin" is much louder, and Zhou Sheng, chairman of Hisense, said more than once that it has created a new history of Chinese television. The "Corecore" digital video processing chip is one of the main chips and generally accounts for more than 30% of the cost of all TV chips, and Hisense has a cost advantage. However, this newspaper learned that the product is still mainly satisfied with its own use, third-party procurement is minimal.

According to Jiaxun, the vice president of Xinxin Technology, foreign color TV giants already have a history of concurrent chips, and China needs to go through this process. He believes that home appliance companies make cores because they have system design experience and are more likely to succeed.

However, there are different voices. Tao Xianfang, director of the Konka Institute of Overall Technology Design, believes that home appliance companies make cores that do not meet the specialization division of labor and are entirely hype.

Yue Ting, semiconductor analyst of CCID Consulting, said that China’s digital television era is slowly opening up. With the help of national standards, local TV manufacturers are expected to achieve partial catch-up in the field of TV chips. She hopes that "China Core" will become a "strong agent" and not a "stimulant."

Yue Ting said that although domestic companies such as Hisense and Changhong have introduced relevant products, they have not fundamentally formed a clear differentiated competition situation. It is difficult for individual low prices to be transformed into market advantages.

TV chip lacks discourse power

For now, local home appliance companies want to rely on their own power to gain the right to speak in the field of chips. It is very difficult. Because this area has been firmly occupied by foreign companies.

Among them, Morningstar Semiconductor from Taiwan Province of China is the largest manufacturer of shipments, accounting for more than half of the image control chip share. Morningstar Shenzhen, a sales manager, revealed to the “First Financial Daily” that in 2007, the company shipped about 10 million pieces of goods on the mainland, of which only Hisense purchased 1 million pieces. Yue Ting also revealed that more than 60% of TCL, Konka and other companies also use Morningstar chips.

The rest of the shares are dominated by three U.S. companies: Taiding, GeneSIS, and Pixelworks. And none of the LCD TV chip companies that occupy the top ten in the mainland are from mainland China.

According to the data provided by CCID Consulting, only two LCD chips for the main chip are driven and controlled by the image. In 2007, the chip sales exceeded approximately RMB 5 billion. However, domestic home appliance companies even include those independent chip design companies, and they have not gotten a lot of "cakes." In fact, this does not include companies such as Sharp who also run chips.

"In this area, the overall mainland chip makers did not make a sound," Yue Ting said.

I am afraid that this situation will continue for a long time. There are more and more new foreign opponents. Not long ago, MediaTek, which occupies the largest share of mainland mobile phone chips, has announced that it will enter the mainland LCD TV chip market. Industry sources said that with the low-cost plan, this "devil" company is expected to create a new market.