GLII: Liard LED TV is difficult to open the civilian market

On July 25, 2013, Liard officially released the world's largest 288-inch LED TV. In the same period, the company launched five standard TVs (110-inch TV with touch function, 144-inch LED TV, 164-inch LED TV, 288-inch LED TV and LED poster TV), which is planned to open the LED TV civilian market.

At present, LED TV is the second main product of Liard. In 2012, the company's LED TV business realized operating income of 153 million yuan, accounting for 27.26% of the total revenue. Among them, military institutions, government agencies, industrial and commercial enterprises and transportation are its four major application areas. In 2012, LED TV revenues in the four major sectors accounted for 36.43%, 20.22%, 13.42%, and 10.50% of their LED TV business revenues, respectively. In addition, advertising media, cultural and sports venues, radio and television, channel sales and leasing revenues accounted for a total of 19.43%.

It can be seen that the Liard LED TV business has not achieved sales revenue in the civilian market.

GLII believes that LED TV has a promising future in the field of commercial applications, but there is still a long way to go in the development of the civilian market. In the short term, the LED TV launched by Liard for the civilian market is also difficult to have a substantial positive impact on its performance. The main reason is that LED TV prices are too high.


The LED TV series launched by Liard is essentially a small-pitch LED display. The company's LED TV for the civilian market, the minimum spacing of the lamp beads is 1.2mm, the current P1.2 display price is more than 100,000 / square meter, you can calculate the 110-inch LED TV, the price will exceed 300,000 yuan, far Far higher than current LED-backlit TVs and LCD TVs.

Therefore, GLII believes that the Liede LED TV consumer market is difficult to open, and in the short term, the company's LED TV products for the civilian market are difficult to contribute to its performance.

GLII latest industry research report:

1. "2013 China LED Driver Power Industry Research Report"
2. 2013-2017 China LED Street Light Research Report
3. "2013~2017 LED Indoor Lighting Research Report"
4. 2013-2017 LED Package Bracket Research Report

To purchase the above report, please contact the contact person: Mr. Zhang Tel: hb.


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