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According to TrendForce statistics, in the second half of 2022, the promotion prices of Chinese brands on Double 11 benefited from the bottoming out of panel prices, which will help brands cut prices and gain volume. However, due to the lower-than-expected sales in the first half of the year, international brands have piled up terminal inventory. In order to reduce inventory, they have significantly reduced their panel purchases in the second half of the year. As a result, the overall TV shipments in the second half of the year were only 109 million units, an annual decrease of 2.7%. The annual shipment volume was 202 million units, an annual decrease of 3.9%, setting a record low for TV shipments in the past ten years. Although the shipment volume has been declining steadily, fortunately, the price of large-size panels and shipping costs have dropped by more than 50% this year, which has effectively increased the promotion of large-size products of the brand, and pushed the average size of TVs to grow by 1.4 inches, reaching 56 inches.
TrendForce pointed out that the supply of TV panels is still loose in 2023, and the possibility of a sharp rise in panel prices is not high. This situation will definitely effectively reduce the cost pressure of brands and help large-scale promotional activities to be more flexible. However, the International Monetary Fund (IMF) pointed out that the global economic growth rate will slow down to 2.7% next year, and the three largest economies, the United States, the Eurozone, and China will continue to stagnate. Major consumer markets are still under the pressure of high inflation. It is expected that the growth of TV shipments will not be easy. Next year, global TV shipments will decline again by 1.4% to 199 million units.
The year-end festive promotions are different, China’s Double 11 sales fell by nearly 10%; North America’s Black Friday bucked the trend and increased by 13%
This year, TV sales in China have been significantly affected by the epidemic prevention policy. Even though the price of TV panels reached a record low in the second half of the year, and brands actively cut prices to promote annual shipments, it is still impossible to avoid a decline of nearly 10% in China’s Double 11 promotion. In contrast, in North America, due to the rapid rise of inflation in the first half of the year and the shrinking of consumer budgets, North American TV sales in the first half of the year declined by 16.5% compared with the same period in the same period. At the same time, the inventory level of branded TVs reached a critical point. In order to reduce inventory, the brand inspected the inventory situation in the supply chain and rectified it on a large scale. In order to stimulate terminal demand in the second half of the year, North America will take the lead in launching promotions starting from Prime Day, and Black Friday will reach its peak. This year, the biggest decline in TVs comes from TCL’s 55-inch Mini LED limited-time and limited-edition promotional price, which has been reduced by 30% to $199. Each brand has launched fighter jets to meet the challenge. , Driving North American TV sales in November this year increased by 13% year-on-year. Although sales in China and North America are different, what is certain is that after several months of adjustments in panel purchases and active sales promotions in channels, brand inventory has gradually returned to a healthy level.
The first shipment of 8K TVs declines by 7.4% year-on-year, and next year’s shipments will challenge 500,000 units
According to TrendForce, high-end TV products had a bad start. Because 8K TVs have no content and high prices, brand interest has declined. After several years of promotion, Samsung has always been the only one with a market share of nearly 70%. Inflation has eroded consumer budgets this year, making 8K TV shipments only 400,000 units, the first 7.4% annual decline. It is worth noting that Europe, one of the main sales regions for 8K TVs, may restrict TV energy efficiency regulations due to the New Energy Labeling Act, which may prevent old 8K TV models from being sold in the European market from March next year. However, Samsung plans to launch new models in Europe next year, and panel makers will successively launch discounted 8K products to attract more brands to adopt. TrendForce estimates that 8K TV shipments are expected to increase by 20% annually in 2023, exceeding 500,000 units.
White OLED TV shipments decline by 6.2% year-on-year, and may continue to decline by 2.7% next year
According to TrendForce, due to the sharp price cuts of LCD panels, the price difference between 55-inch UHD LCD and white OLED O/C panels widened to 4.8 times by the end of the third quarter, returning to the level at the beginning of 2020, which made brand promotion difficult, and eventually led to the release of white OLED TVs in 2022. The shipments reached 6.29 million units, an annual decrease of 6.2%. In 2023, under the premise of LG Display not sacrificing profit, the quotation of white OLED panels is conservative, and the shipment volume may continue to decrease by 2.7%.
(Source of the first image:Samsung）
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