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Downstream demand for price cuts is loud, panel prices continue to converge in the third quarter

July 5, 2021

Core reminder: One year after panel prices rose sharply, the third quarter’s gains came to an end. Qiu Yubin, vice president of TrendForce’s research department, said that TV panel quotations were flat across the board in July, with only 65-inch and 75-inch panels rising by 2 to 3 dollars. The growth rate of IT panels has also converged, with monitor panels rising slightly by US$2.5 to US$3, and laptop panels by US$1.5-2.5.

One year after panel prices rose sharply, the third quarter’s gains came to an end. Qiu Yubin, vice president of TrendForce’s research department, said that TV panel quotations were flat across the board in July, with only 65-inch and 75-inch panels rising by 2 to 3 US dollars, and IT panels rising. Also converged, the display panel rose slightly by 2.5 to 3 dollars, and the notebook panel rose by 1.5 to 2.5 dollars. In the third quarter, there is still a peak season stocking demand, but the downstream demand is under great pressure to reduce prices, and the panel makers are also easing their profits. It is expected that the panel growth rate in the third quarter will continue to converge, and some sizes may reverse decline.

Timing arrived in the middle of the year, there was noise in the panel market, panel prices in June converged significantly, and TV panel prices in July remained flat across the board. Qiu Yubin said that in early July, the prices of TV panels including 32-inch, 43-inch, 50-inch, 55-inch, etc. were all flat. Only 65-inch and 75-inch panels were supported by the peak season stocking demand, and there were still 2 to 3 months in a single month. The dollar's rise. In particular, the profits of TV brand manufacturers have been compressed, and the voices demanding price reductions are loud, especially for 32-inch panels. The price may decline at the end of July or reverse.

Compared with TVs, which are purely consumer products, they are greatly affected by the decline of the housing economy. In the second half of the year, IT panels are still supported by business market demand. The growth trend continued in the third quarter, but the growth rate was also slowly converging. In terms of display panels, 21.5-inch and 23.8-inch panels rose by about US$2.5 to US$3 in July, while the growth rate of large-size panels over 27-inches shrank to less than US$2. The main reason is that the brand is worried about the cooling demand and the sales turnover cannot keep up, so the stocking of high-end models is relatively conservative.

The opposite is true for notebook panels. In the past year, the demand for low- and mid-range and ChromeBooks was the most prosperous. However, the demand for commercial models may be boosted in the future, and the demand for general consumer models has decreased. Therefore, brand purchases have been adjusted accordingly. It is estimated that high-end IPS notebook panels will rise by US$2-2.5 in July, TN panels will rise by US$1.5-2, and 11.6-inch panels will remain unchanged.

Qiu Yubin said that because TV brands are under pressure to lose money, the voices demanding price cuts are loud. Panel makers made a profit of 20 billion yuan in the first half of the year. In the face of downstream price cuts, their attitude in the third quarter turned to a willingness to make profits. The price was looser, which helped the downstream sprint to stock up during the peak season. On the whole, due to the good sales performance in the past few quarters and the healthy inventory level, there was no significant reduction in orders in July and August. It is expected that panel prices in the third quarter will converge month by month, and some sizes may reverse this season. Turn down.

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