Dec. 18, according to WitsView's forecast, next year global LCD TV brand shipments will rebound, with an annual increase of 3.9% over the past year, due to the LCD panel prices, the entire color TV market has shown a decline. Personnel view, the future color TV manufacturers, especially Internet TV manufacturers, or to actively upgrade to avoid being in a passive state.
Shipping increased
According to the latest research report, worldwide LCD TV brand shipments in 2017 were 2.1 billion units, down 4.1% year-on-year. Looking forward to 2018, WitsView predicted the global LCD TV brand driven by the panel price reduction effect and the demand for temperature and other factors Shipments will plunge to 218 million units, an increase of 3.9%.
Yang Qingxiang, vice president of research at WitsView, pointed out that panel prices have started to reverse downwards in the second quarter of this year, with an average drop of more than 17% so far. Coupled with China's 'Double 11' holiday promotion and the stocking of black Friday in Europe and the United States, Strength continues to strengthen, the brand also hopes that this momentum can continue into the Spring Festival next year, while next year's Winter Olympics, North America's Super Bowl and other major sports events, is also expected to heat the television market will continue to burn.
OLED TV this year, brisk performance, shipments increased by 72% to 1.5 million units OLED camp's major brands LG Electronics and Sony will continue to OLED next year to storm the high-end TV market, the two brands in 2018 overall TV shipments Volume is expected to maintain a slight increase.
TCL Group vertical integration of upstream and downstream panels, foundry and brand strategy significant results this year, shipments forecast to 14.3 million units, ranking third place, next year shipments will continue to grow, the annual growth rate is expected to reach 6.7%; this year's Sharp brand TV shipments increased to 9.4 million units, an annual growth rate of 97.5%, Sharp shipments next year more opportunity to 12 million units more than the goal.
Depression year
Earlier, due to the rising price of LCD panels, the overall color TV market has been affected.China Video Industry Association data show that in the first half of this year, TV retail sales of 21.81 million units, down 7.3%, the annual retail sales of 47.92 million units , A decrease of 5.8% from the same period of last year. Exports also showed a decline. According to statistics from the customs authorities, from January to May this year, the export volume of color TV in China was 26.62 million units, down 6.1% from the same period of last year.
Liang Zhenpeng appliance analyst said that from the first half of 2016 to the present, LCD panel prices soared, according to different sizes rose 50% -100%, while the LCD panel in the TV manufacturing costs account for more than 50% of the ratio.But the whole machine Manufacturers have not risen as much as panel makers, only up 10% -20%, the direct result of the machine manufacturers profit margins decline.
Since the beginning of this year, Internet TV companies, especially the two in the past two years, have experienced a cold market, with the market share of Internet TV reaching as high as 20% last year. However, the latest data shows that the market share is only 10% Business model is being questioned.
Transformation is imminent
Although the overall bleak color TV industry this year, the recession, but the industry is not facing the plight of "Hundreds of harm without benefit," the so-called disaster Xi Fu, rely on the death of life, the market downturn will force the color TV companies to abandon the 'price war' 'Concept war', the real shift to 'value war'. Insiders pointed out that in recent years, industry data show that with the upgrading of consumer demand, China's color TV industry has emerged overcapacity in low-end products, high-end consumer demand can not fully meet the market Pain points, color TV industry also need to practice internal strength to upgrade the industry to mention files.
According to the international market research agency IHS estimates that next 8.5 generations, 10.5 on behalf of the line put into operation after the first half of next year will enable 65-inch and 75-inch TV panel supply began to increase in supply, and the price decline, is conducive to stimulating consumption Those who buy large-size TV, the deep-seated TV large-screen gold mine will become one of the contending points of the TV machine enterprises.
For the Internet TV at the cusp, 'Internet TV's crisis is difficult to solve for now. Unless the transition is high-end, with differentiated and technological advantages, distinctive products and brands can survive in order to form a brand premium capability , In order to get rid of the impression of quality and low price, this is the real way for Internet TV, the price war is not the way out of Internet TV. "Liang Zhenpeng said.