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Q: market research, Chinese made APEX TVs ( No Answer,   0 Comments )
Subject: market research, Chinese made APEX TVs
Category: Reference, Education and News > Consumer Information
Asked by: doodkj-ga
List Price: $30.00
Posted: 30 Mar 2004 16:44 PST
Expires: 20 Apr 2004 07:57 PDT
Question ID: 322674
The rapidly growing electronics company APEX (many DVD and Tv sales +
more) has been selling TVs manufactured (for them?) by a Chinese
company, Changhong. This is extremely well documented, and especially
so for the models that have been out for a year or more (repair
forums, techtalks, product reviewes, etc.) Two of their very newest
models (APEX pureflat 20" PF2020 and 27" PF2720) plus their
spring-2004 LCD TV line (ex: APEX 27" model AVL-2772WS) are "reputed"
to also be made in China, by Changhong, according to their (often
hard-to-reach) sales-reps. My question is: where is some documentation
of any published sort, even an "informed" post, that confirms the
ODM-OEM link (who makes what for whom) between the three APEX models
and either (a) Changhong, or (b) another manufacturing company?

Request for Question Clarification by pafalafa-ga on 31 Mar 2004 02:29 PST
As you may know, Apex has been involved in an antidumping action by
the ITC.  During the hearings for this action, representatives for
Apex made numerous comments to the effect that Changhong is their sole
supplier for televisions, or at least that was the case at the time of
their testimony in mid-2003.

For example:


Apex Digital Inc., was, during the period of investigation, and remains the
exclusive purchaser of both direct view and projection type color
television receivers from the Chinese producer Changhong for
distribution under the Apex label in the U.S.


In all the reams of testimony, I saw no indication that Apex has (or
at least, had at the time) any suppliers other than Changhong.

Unfortunately, information about specific models, though submitted to
the ITC, is regarded as proprietary and is not publicly available.

Clarification of Question by doodkj-ga on 31 Mar 2004 06:46 PST
Hi and thanks for attempting this effort. You may notice that one of
the three models I selected is an LCD TV, which would not even be
covered by Gary Bennett's affadavit, which referred to "direct view
and projection type" sets.

He also is quoted (to a contradiction of sorts) here: "Gary Bennett,
formerly of Hitachi, who is now Apex Digital's sales VP... announced
(in 2003) that Apex has a partnership with ADO, a manufacturer of
Liquid Crystal on Silicon (LCoS) light engines, to PRODUCE LCoS rear
projection HDTV sets later in the year..." ADO is therefore a
possibility, and they are apparently a current subsidiary of Viewsonic
right now, who has a 56" proj TV coming out, and as a
label-only-company almost always sources from others, makes me think
of a new Google query to post!!

One problem is the timing, his statements being mid-2003 and here we
are 2004, post-CES show... actually, the PF2720 launched around August
and potentially even a different supplier could produce the same model
for APEX in 2004 even if August seems "early enough" but it actually
is rather close. But how can Gary claim to be the "exclusive
purchaser" from another company, who not only has been the subject of
financial analysts saying "90% of their US exports go to APEX" but I
know for a fact (see UL certifications among other doc) that the
Classic 20" directview CTV2001 model sold at PC Richard's and others
Christmas 2002 was definitely a Changhong-made model (it was from
marketing arm EMI-Global, who also facilitates Star Light Elec LTD HK
products then and now.)

So even if Gary "could know" that his APEX was the only US retailer
that purchased/purchases from Changhong (and I doubt that) - it
doesn't imply the reverse must be true, that Apex ONLY SOURCES from
Changhong, which might be what he was trying to say? Hmmn. Thanks
again and hopefully the above will steer the research to a fruitful

Request for Question Clarification by pafalafa-ga on 31 Mar 2004 07:22 PST
Well, you certainly sound like you've done your homework on this one!!!!

The added information will help to formulate some new research
queries.  If I come up with anything new, you'll be sure to hear from

Best of luck...


Clarification of Question by doodkj-ga on 31 Mar 2004 21:04 PST
Hi. They want me to respond to the latest clarification request, so I
am posting this brief reply. Best wishes.
There is no answer at this time.

There are no comments at this time.

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