Global TV Shipments Hit A New High In Q3, And Continued To Rise In Q4

- Oct 09, 2020-

Benefited from the sharp increase in TV demand in North America by 20%, and the delay in the shipment schedule of TV brand manufacturers in the first half of the year due to the epidemic, TrendForce Display Research Office statistics show that global TV shipments in the third quarter hit a record high of 62.05 million units in a single quarter On record, the quarterly increase reached 38.8% and the annual increase was 12.9%. Looking forward to the fourth quarter, panel prices will continue to rise. If the market demand continues, it is expected that the brand will continue to actively target annual shipments and expand market share. It is estimated that shipments will reach a quarterly growth of 4%. Looking at 64.53 million units, it further pushed up the annual shipments to 216.09 million units, a year-on-year decrease of 0.8%.

Since the outbreak of the epidemic in the United States in early March this year, extended home time has unexpectedly increased the people's adherence to TV products. The demand for TV has increased significantly since April. As of the end of August this year, sales in North America have grown by 20% compared to the whole of last year, helping to improve the shipment performance of brands such as Samsung Electronics, TCL, Vizio, Hisense, and LG Electronics. Among them, TCL has been actively expanding overseas markets in recent years. In addition to vertical integration and cost optimization through the group's panels and foundries, it also benefits from the spread of the epidemic in the housing economy, which has greatly increased consumer demand for small and medium-sized and mainstream TV products, and further It increased its shipments in the third quarter to 7.33 million units, a 29% quarter-on-quarter growth, and its annual growth rate was the highest among all brands at 52.7%.

After the price of TV panels rose sharply in the third quarter, the price of 32-inch HD increased by more than 50%; 55-inch UHD also rose by 41%. In contrast, the average retail price of TVs in North America this year dropped by 3 to 5%, which fully shows that the brand has reached annual shipments. Goals and expand market share do not hesitate to sacrifice profits.

As TV demand is expected to continue to rise in the fourth quarter, after Samsung Display (SDC) on the supply side ends LCD panel production at the end of this year, and BOE has finalized the acquisition of CLP Panda, it means that TV panel suppliers will also become more concentrated in 2021. In order for the brand to provide stable supply for panel makers next year, even if it is estimated that there will be a 15-20% increase in 32-inch and 55-inch in the fourth quarter, it must accept the pressure of price increases.