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2017/02/02
Global shipments of LCD TV sets for 2016 increased 16% annually to reach 2192 million units, according to WitsView, a division of TrendForce Shipment growth was attributed to the strong sales in North America’s distribution channels during the busy season, the increasing affordability of large-size TVs and the robust housing market in China The top five TV brands by shipments in order are Samsung, LG Electronics (LGE), Hisense, TCL and Sony
Samsung and LGE retained No 1 and 2 in annual ranking
South Korea’s Samsung and LGE again took first and second in the annual ranking with 479 million and 282 million TV sets shipped, respectively
“Samsung posted flat annual growth for 2016 as it experienced shortages for mid-size panels through the year,” said Ricky Lin, research manager of WitsView Samsung’s TV set shipments were especially affected by the earthquake in southern Taiwan last February and issues that its in-house supplier Samsung Display (SDC) had with the adoption of Black Column Spacer (BCS) technology
Lin added: “As Samsung and other TV brands competed for panel supply and switched to products belonging larger size segments, the average size of LCD TV sets also grew larger than originally anticipated for 2016”
LGE registered a 41% annual decline in its shipments mainly because of the change in the brand’s strategic priority After the reorganization of the group company at the beginning of 2016, LGE shifted its focus from expanding shipments to raising product margins and controlling its inventory level
Hisense and TCL made gains by expanding into overseas markets
China’s Hisense and TCL took the third and fourth spot in the annual ranking by increasing their shipments 39% and 08% respectively, reaching 133 million and 132 million units “Both brands relied on overseas markets to boost their shipments due to the gradual saturation of the domestic market,” said Lin Competition in China will become more intense as Internet brands offer high-specification products at reduced prices to take market shares away from local second- and third-tier brands With survival at stake, major domestic brands will grow even larger and push smaller competitors out of the market
Sony ranked fifth in annual shipments with 117 million units, down 37% from 2015 Lin pointed out that large-size TV sets for the high-end segment will remain central to Sony’s strategy in 2017 “The Japanese brand is also going to introduce OLED TVs with advanced in-house video and audio technologies,” Lin also noted “Sony has not featured OLED in its TV offerings since 2007 The latest OLED models are expected to spearhead a major campaign in the high-end market for the brand”
Going into 2017, the market dynamics will be influenced by the closure of SDC’s L7-1 fab and Sharp’s decision to not use its Gen-10 plant to supply other first-tier brands WitsView expects TV makers will increasingly focus on developing and promoting higher-margin products such as models featuring huge 4K displays Consequently, the average size of TV sets will expand significantly as well
WitsView’s latest analysis puts global LCD TV shipments for 2017 at 225 million units, an increase of 26% from 2016 Models sized 50-inch and larger will make up nearly 30% of total shipments for this year, while the share of UHD-resolution products in total shipments will reach 315% The high-end segment will be a highly contest area for major brands Samsung has recently launched its Quantum Dot (QD) TVs to compete against LGE’s OLED products From the design perspective, bezel-less and detachable models are some of the novel concepts that the market can expect this year in addition to ultra slim models
2016/12/06
Shipments of LCD TV sets worldwide for 2016 are estimated to grow by 19% annually to around 220 million units, according to the latest analysis by WitsView, a division of TrendForce At the start of 2017, the US consumer market will be bumpy in the short term due to the results of the country’s presidential election If the US Federal Reserve decides to raise the key interest rates next year, domestic consumer spending will recover and the country will again play a major role in sustaining global TV sales WitsView forecasts that global TV shipments for 2017 will reach 225 million units, up 25% compared with the prior year
South Korean brands to be shipment leaders in 2016 and 2017 while standings of trailing competitors may change depending on LeEco-Vizio deal
Looking at the annual TV shipment ranking for 2017, WitsView anticipates that the two major South Korean brands Samsung and LG Electronics (LGE) will remain in the first and second place, respectively Both Samsung and LGE have the advantage of obtaining LCD panel supply in house and are going to rely more on their ODMs in order to make their products more competitive ODMs with their own supply of panels can also help South Korean brands reduce the risk of panel shortage
Not much difference is expected between the 2016 and 2017 shipment rankings with respect to the third, fourth and fifth positions China’s Hisense, TCL and Skyworth and Japan’s Sony will again be contesting for these three spots Hisense and TLC in particular will be locked in a fierce struggle as their evenly matched in domestic shipments of their own branded TV sets In overseas markets, the two brands’ shipments diverge in terms of size segments as they cater to different clients Hisense exports mainly mid- and large-size models, while TCL shipments abroad are mostly products belonging to the small-to-mid-size range
A major brand whose direction will be under scrutiny in the future is China’s LeEco LeEco is the middle of acquiring Vizio and recently there are a lot of speculations about the company’s finances If the Vizio deal is done, the combined TV shipments from the two companies might be able to propel LeEco to third place in the 2017 shipment ranking
Ricky Lin, research manager of WitsView, pointed out that China-based Internet brands such as LeEco and Xiaomi have expanded rapidly in the global LCD TV market “These Internet brands appeal to consumers with bargain-priced premium products,” said Lin
Lin also noted that the Chinese Internet brands are also changing consumers’ TV shopping habits “In China, Le Eco and Xiaomi added major sales events that target their customers in the months between the usual holiday seasons,” said Lin “Besides promotional events during traditional holiday periods such as Chinese Labor Day, Mid-Autumn Festival and National Day, there are ‘LeEco Day’ and ‘Xiaomi Day’ that spur replacement demand for these brands’ products” WitsView expects the Internet brands will continue with this kind of sales strategies next year, and traditional branded TV makers in China will also have to adopt similar measures to hold on to their market shares
Large-size TV sets will account for over 20% of the total shipments for 2017 while the 4K penetration rate will reach 315%
According to Lin, major development trends that will be unfolding in the LCD TV market next year include the increase in sizes and resolutions and the growing competition in niche, high-end product segments Competitive focus of major brands will especially be on curved-screen and AMOLED technologies
The market outlook by size segments indicates that the share of large-size models (those sized 55-inches and above) in the global annual TV shipments for 2016 is expected to reach 178% For 2017, WitsView forecasts that large-size models will make up more than 20% of the annual shipments WitsView also projects that the penetration rate of the 4K resolution in the global TV market will increase rapidly from 238% in 2016 to 315% in 2017 The 4K adoption will be driven by the increasing availability of video and gaming content that support this resolution standard
As for the niche product segments, brands such as Samsung, Hisense and TCL have been very active in promoting curved-screen TV sets Therefore, the penetration rate of curved-screen models in the global market is estimated to grow from 4% in 2016 to 5% in 2017, or from 9 million units shipped this year to 11 million next year
Also, worldwide shipments of AMOLED TV for 2016 are estimated 870,000 units, representing a whopping annual growth of 129% LG Display (LGD) plans to expand its large-size AMOLED TV panel capacity next year and is expected to further improve the yield rate for the technology WitsView therefore forecasts that worldwide shipments of AMOLED TVs for 2017 will reach 16 million units, up 84% from the prior year
2016/10/27
WitsView, a division of TrendForce, reports global shipments of LCD TV sets in the third quarter of 2016 totaled around 5715 million units, representing a sequential quarterly increase of 144% and a year-on-year increase of 58% TV set shipments benefitted from peak season demand in the US and Europe as well as festivities in China (ie the Mid-Autumn Festival and the National Day holidays) China’s vigorous housing market also has a positive effect on the domestic TV sales in the recent period
Ricky Lin, research manager of WitsView, stated that prices of LCD panels also rose sharply in the third quarter, and this in turn significantly reduced the margins of branded TV sets “Some branded TV makers are at risk of selling their products at a loss,” said Lin “Nonetheless, first-tier brands are having low inventories for both panels and TV sets They have to keep up their panel purchases in order to maintain their production and achieve their annual shipment targets Since the third quarter, some brands have started to negotiate with retailers over raising prices of TV sets It is still too early to tell if this move will affect sales and cause TV inventories to build up in the channels”
TCL retook third place in the shipment ranking by registering a sequential growth of over 40%
Third-quarter shipment ranking shows that South Korean brands Samsung and LG Electronics (LGE) retained their respective first- and second-place positions Samsung grew its shipments by 66% compared with the prior quarter to 113 million units, while LGE’s shipments registered a slight sequential increase of 143% to reach 71 million units The lack of significant growth in LGE’s shipments was mainly attributed to the reorganization of the company at the start of 2016 and the shift of strategic focus from shipment volume to product margin
Chinese brand TCL expanded its third-quarter TV shipments by 423% sequentially to 37 million units Sales of TCL’s own branded TV sets in the domestic market continue to grow Furthermore, TCL as an OEM for other brands has managed to expand shipments to overseas markets The shipment surge in the third quarter allowed TCL to reclaim the third-place position in the ranking and move closer to its annual target of 20 million units
Though Hisense fell back to fourth place in the third quarter, its shipment performance was impressive Hisense shipped around 35 million units, up almost 30% compared with the second quarter
Sony’s third-quarter shipments posted a sequential growth of 17% to arrive at 31 million units Sony’s sales in the US and Europe picked up on account of the peak season demand Moreover, the Japanese brand saw a significant shipment growth in India during the third quarter In addition to the promotion of large-size and 4K TV sets, Sony will also work hard to enlarge its market share in India
Looking ahead to the fourth quarter, shipments of LCD TV sets will keep expanding during the Christmas season in the US and Europe Singles’ Day in China on November 11 will also be a significant sales driver WitsView estimates that around 643 million units of LCD TV sets will be shipped in this fourth quarter, up 124% from the third quarter
2016/10/04
Soaring prices during the second half of 2016 and the planned closure of Samsung Display’s L7-1 fab have created anxieties about supply shortages in the LCD panel market, according to the latest analysis by WitsView, a division of TrendForce Due to these factors, the share of 40- to 49-inch models in the combined LCD TV set shipments from the top 15 branded vendors for 2016 will be smaller than the projection made at the start of the year by 38 percentage points Hence, the mainstream size bracket of LCD TV sets is unlikely to make the transition from the 32-inch to the 40- to 45-inch, or the mid-size segment
Annual shipments of the 40- to 49-inch TV sets have been revised downward due to tight supply for panels
WitsView has revised the estimated shipments of LCD TV sets from the world’s top 15 branded vendors for 2016 Specifically, the share of 40- to 49-inch models in their combined annual shipments will be 38 percentage points lower than the year-start projection The revised estimate also shows that the 40- to 49-inch will be the size bracket that experiences the most significant change in the annual shipment share
With the supply of mid-size panels being constrained, branded TV makers are shifting their purchases towards either ends of the size range The annual shipment share of TV sets belonging to the 30- to 39-inch and the 55- to 59-inch segments, for instance, will be 19 and 08 percentage points greater, respectively, than the year-start projections
“South Korean TV brands initially planned to increase the share of mid-size models in their own shipments to at least 30% this year as to make the mid-size segment mainstream,” said Ricky Lin, research manager of WitsView “However, LCD panel fabs in southern Taiwan were damaged by an earthquake in February Furthermore, Samsung Display (SDC) encountered setbacks in implementing the Black Column Spacer (BCS) technology Instead of expansion, South Korean brands saw their combined shipment share of the 40- to 49-inch models decreased by 54 percentage points in the third quarter compared with the beginning of the year
“South Korean TV makers are nervous about the impact that the limited panel supply will have on their annual shipment targets,” Lin noted “One of them has started to transport panels by air instead of by sea since the second quarter All of them have adjusted their orders as well to purchase more panels below or above the mid-size range (eg panels sized 32 inches or 50 inches and above)
The 32-inch and the 55-inch saw shipment share growth
TV set shipments from China-based brands were also affected by the earthquake in southern Taiwan and SDC’s issues with the BCS technology The share of 40- to 50-inch models in their combined shipments for 2016 will be 42 percentage points lower than the projection made at the start of the year, according to WitsView’s latest analysis Conversely, the shares of the 32-inch and the 55-inch models in the combined shipments of Chinese brands will be 24 and 1 percentage points higher, respectively, than the year-start projections The two largest Chinese LCD panel makers are the main suppliers of 32-inch and 55-inch panels, so their compatriot TV brands have taken advantage of the situation by expanding shipments for these two sizes as to achieve their annual targets
“The six largest Chinese TV brands have been focusing on promoting their 55-inch products this year in order to meet the growing demand for UHD TV sets and maintain their competitiveness against the emerging Internet brands within the domestic market,” Lin pointed out
WitsView believes the outlook of the LCD TV set market for 2017 is uncertain mainly because the limited supply of panels sized 40 to 45 inches will influence brands’ strategies regarding mainstream-size products Also, prices of the 40- to 45-inch panels posted an increase of over 40% between the first and third quarters of 2016 Facing such massive cost pressure, second- and third-tier TV brands and OEMs may not be able to remain in profit during the second half of 2016, as prices of TV sets continue to fall
2016/08/04
WitsView, a division of TrendForce, reports that the global shipments of LCD TV sets in the second quarter of 2016 totaled around 4868 million units, up 12% over the prior quarter Demand generated from sporting events (eg the UEFA Championship and the upcoming Olympic Games) was not effective in boosting shipments as expected earlier At the same time, traditional or established domestic TV brands in China saw a general slide in their shipments Hence, the global shipment result showed only a very marginal quarterly growth
“South Korean TV vendors, along with several first-tier brands, have adjusted their panel purchasing strategies due to the recent sharp increase in panel prices,” said Ricky Lin, research manager at WitsView “They want guaranteed supply of panels regardless of cost in order to maintain high capacity utilization rates at their assembly plants and ensure the availability of products on retailers’ shelves Their approach could cause changes to earlier price or volume agreements that they made with panel suppliers concerning the Thanksgiving holiday promotions During this period of panel shortage, TV brands with associated panel suppliers belonging to the same group companies will have an advantage Other first-tier vendors, by contrast, will be in a very challenging situation later this year because they usually cut prices to boost sales during the peak season”
Hisense and TCL suffered quarterly declines of around 20% while Sony climbed to fourth place in the shipment ranking
South Korean brands Samsung and LG Electronics (LGE) retained their first and second place in the second-quarter ranking with separate shipments of 106 million and 7 million units The UEFA Championship as a major worldwide sporting event did not inject significant demand into the TV market during the period as anticipated Hence, Samsung and LGE only saw quarterly growth rates of 1% and 14%, respectively
Hisense’s shipments fell 214% sequentially to 271 million units in the second quarter, while TCL’s shipments also declined 188% sequentially to 26 million units Hisense kept its third spot in the ranking, whereas TCL fell one spot to fifth place “In China, Internet brands began their Chinese Labor Day promotions much earlier this year and traditional domestic brands had to follow suit to protect their market shares,” said Lin “Channels stepped up stocking up TV products in the first quarter, when promotional activities occurred in advance This in turn caused traditional Chinese TV brands to post large shipment declines in the second quarter as their base periods for comparison had been extended”
With new product models hitting the market, Sony shipped 265 million units in the second quarter The Japanese brand achieved a sequential growth of 104% and took fourth place in the ranking The April to June period is the starting quarter of a new fiscal year for Sony, which will continue with the strategy of allocating a greater share of shipments to large-size, high-end products Margin instead of volume is still the vendor’s focus
