According to the latest research report of TrendForce's photoelectric research WitsView, global TV shipment momentum will be suppressed by the new coronary pneumonia epidemic in 2020, with an estimated annual decline of 5.8% to 205 million units. This year, the brand actively promotes performance growth through specification upgrades or the introduction of differentiated products. Among them, under the push of Samsung, QLED TVs are expected to grow by 41.8% annually, reaching 8.27 million units. The price of OLED TVs remained high, suppressing growth performance. It is estimated that 3.375 million units will be shipped this year, an annual increase of 7.8%.
TrendForce analyst Hu Jiarong pointed out that under the influence of the epidemic, people are restricted from going out. In addition to the increase in demand for small and medium-sized TVs under 43 inches suitable for home work, because the time spent at home becomes longer, the time people spend watching TV relatively increases. This caused a wave of large-size 65-inch TV replacements in the living room before the end of April this year. However, the closure of TV factories in the second quarter affected TV shipments and impacted the annual TV shipment performance.
In 2019, Samsung's technology and cost advantages accounted for more than 90% of the QLED TV market, and successfully boosted the overall QLED TV shipments to 5.83 million units, an annual increase of 230%. Although the epidemic in 2020 led to a reduction in global TV shipments, QLED products are being fermented by the economic needs of the benefited house. In addition, Samsung ’s first-quarter promotion of old models has caused the 65-inch price drop in the North American market to fall by more than 20%. demand. In addition, Huawei, which first entered the TV market last year, has included QLED as a key product in addition to the glorious series of affordable prices this year, and actively entered the high-end market. It is expected that Huawei's QLED TV shipments this year will have the opportunity to compete with VIZIO for the second place.
OLED TV panel leader LGD's Guangzhou 8.5 generation OLED panel factory was originally scheduled to enter mass production in the first quarter of this year, but it was limited by technical issues, plus the outbreak of the new coronary pneumonia epidemic in China in January, and the Korean technology sent out The personnel returned to China one after another, and did not return to work one after another in April, which affected the mass production schedule of OLED panels.
From the demand side, although many TV brands including Sharp, Huawei, Xiaomi, and VIZIO have successively launched OLED TV products this year, considering the impact of the epidemic on overall consumption, the demand for ultra-high-end products is not optimistic, including leading factory Both Gold Electronics and Sony have revised down their OLED TV shipment estimates this year.
TrendForce believes that the annual growth rate of OLED TV shipments this year is only 7.8%, and it is estimated to be about 3.375 million units, which is a decrease of 26.1% compared with the estimate at the beginning of the year. In addition to the slowdown in demand caused by the epidemic, the price elasticity of QLED products is greater. For OLED TVs, which have always been priced high, it has become a major pressure for sales this year.