Since the era of Internet TV, the price war in the color TV market has become a normal. The average price has been declining. The supply of TV panel has exceeded the demand, and the price has been declining in the past year. Compared with the data of group intelligence consulting in early June and early September, the price increases of 32 inch, 39.5 inch, 43 inch, 50 inch, 55 inch, 65 inch and 75 inch panel are 50%, 28.3%, 39.1%, 40%, 31.2%, 16.8% and 9.1% respectively, showing a comprehensive upward trend, especially for small and medium-sized panels. Xiaomi has raised the retail prices of its six TV sets from 43 inches to 65 inches by 100 yuan to 300 yuan from August 28, Skyworth TV has increased its prices from September 1, and TCL TV has also started to raise prices in August. This round of panel price increase has the joint effect of both the supply side and the demand side. Although it will affect the short-term price of color TV products, it will not end the long-standing price war in the color TV market. < / P > < p > according to the data of Lotu technology, in July, the global large and medium-sized panel shipment increased by more than 20% year-on-year, almost reaching a new high in recent years. Among them, the shipment of TV panel remained at a high level, with 23 million pieces shipped in the month, while csot, sharp, Samsung display and Qun Chuang optoelectronics increased by 3%, 64%, 1.5% and 1.5% respectively. However, the growth of panel shipment did not meet the purchase demand of color TV brands in the second half of this year. < / P > < p > the epidemic situation had a great impact on the shipment of color TV sets. In the first half of this year, the shipment of color TV sets decreased compared with the same period of last year. In the first quarter, it was mainly from the domestic market, while in the second quarter, it was due to the decline in the overseas market. According to the data of overivo, in January, due to the off-season sales during the Spring Festival holiday, production was limited in February and March due to the epidemic situation. In the first quarter, due to the off-season of overseas sales and the spread of global epidemic situation, the overseas sales volume in April and may decreased by 21% and 13% respectively year-on-year, while the overseas shipment in June increased by 17% year-on-year The volume was still down 5.9% year on year. During the epidemic period, the rapid development of online education and remote office promoted the sales growth of monitors and laptops, and prompted many panel manufacturers to increase their investment in it panels. Compared with TV panel, the profit performance of it panel is better. Some panel manufacturers continue to maintain high it capacity in the third quarter, which also affects the supply of large-size TV panel to a certain extent. < / P > < p > in addition, LGD will close its local TV panel production this year, Samsung will also announce that it will withdraw from the LCD market at the end of this year, and Korean panel merchants will continue to withdraw from the panel market. According to Lotu technology data, in July 2020, Samsung’s TV panel production capacity was 2.53 million pieces, accounting for about 11% of the global market share. The clearance of Korean panel manufacturers and the lack of new production capacity in the upstream end in the short term have made some color TV brands worry about whether the market supply will be affected, thus expanding the procurement plan. < / P > < p > in the first half of the year, due to a series of factors, such as the shortage of shipment, the exit of Korean panel manufacturers, and the extrusion of TV panel capacity by it panel, color TV brands are bound to increase the purchase of TV panels to cope with several promotion nodes in the second half of the year. Dong min, Deputy Secretary General of China electronic video industry association, said that the color TV market will usher in a peak sales season both at home and abroad in the second half of the year. In China, there are off-line promotion during the golden week of the national day and online promotion of the double-11 Festival. Overseas, due to the impact of the epidemic on the supply chain, the channel inventory remains at a low level and the willingness to replenish is high. < / P > < p > at present, the rise in panel prices has promoted the price rise of color TV products, and the average price of products will rise to a certain extent in the short term. However, considering the insufficient capacity of the color TV industry, the strength of the main practitioners and the optimistic view of the cross-border players, the current industry pattern has been jointly promoted. The price war will not end only because of the rise and fall of panel prices 。 < / P > < p > the price increase of color TV products due to the rise of panel costs will not have a significant impact on consumer confidence. With the improvement of people’s consumption ability in recent years, consumers are more willing to find a balance between price and performance, rather than simply tend to buy low-cost color TV products. “At present, there is a mismatch between the demand of consumers and the supply of brands. Consumers prefer to buy some products with relatively high performance and acceptable price, but many color TV brand manufacturers offer some low-cost products in the fierce market competition. ” Dong min told China home appliance network. < / P > < p > this panel price increase will make all color TV brands more deeply aware that low-cost products are vulnerable to fluctuations in upstream manufacturing costs, which will affect the changes in profits. Medium and high-end products, with their own high premium, can be more leisurely in dealing with the fluctuation of upstream costs. Some color TV brands that prefer sales may strengthen product innovation and develop some medium and high-end products with higher added value, and the color TV industry will also develop in the direction of higher quality. < / P > < p > the shortage of panels may also affect the change of brand pattern. “In this cycle of panel shortage, color TV brands with in-depth control over the upstream and downstream industry chain may have greater advantages,” Dong min stressed. Global Tech