Shulou(Shulou.com)11/24 Report--

CTOnews.com, December 8, according to the monthly brand shipments of KuaiBao (China TV Market Brand Shipment Monthly Express) in China TV market released by RUNTO, in November 2022, the number of brand units shipped in China reached 4.13 million, down 9.3% from the same period last year and 1.2% from the previous month.

The monthly trend of brand shipments in China's TV market in 2022, unit: ten thousand sets,% November TV retail market double Eleven promotion performance was lower than expected, vertical e-commerce and platform e-commerce GMV amount reached-4% and-3% respectively compared with the same period last year, together with other online platforms, the overall retail volume decreased by more than 5% year on year, online channel inventory increased; the operation problem of Gome SUNING, a large offline channel, has not been alleviated. Many reasons superimposed, resulting in brand shipments showed a month-on-month decline.

The fundamentals of market demand have not improved optimistically, and the effect of World Cup sports promotion is only reflected in some brands.

According to data from RUNTO, in November, shipments of the top seven traditional main brands in the Chinese TV market, namely Xiaomi, Hisense, TCL, Skyworth, Changhong, Haier, Konka and its Hanzi brands, fell by about 8% from the same period last year, slightly down 1% from the previous month, and continued to account for more than 90% of the overall market.

From a sub-camp point of view, the first camp (annual shipments of more than 5 million units) of the TOP4 brand performance is stable, shipping a total of 3.14 million units, basically the same as the same period last year, 100000 less than last month.

Xiaomi (including red rice) shipped about 800000 units in November. Since October, Xiaomi and its sub-brand Hongmi have newly launched four products, all of which are concentrated in large sizes. In the product structure upgrading at the same time, from the third quarter, Xiaomi shipments began to show a slight weakness.

The three major brands (including brands) of Hisense, TCL and Skyworth shipped a total of 2.34 million units in November, an increase of more than 10% over the same period last year, while the share of the merger city continued to remain high, reaching 56.7%, an increase of about 10 percentage points over the same period last year. Hisense's November shipments reached millions, the same as last year. TCL's shipments rose 30% in November from a year earlier, while its subsidiary Thunderbird and Lehua doubled their combined shipments. Skyworth's November shipment decline continued to expand to 9 per cent, following a slight 2 per cent decline in October.

The second camp (annual shipments of about 3 million units) Changhong, Haier and Konka shipped a total of about 660000 units in November, continuing a double-digit decline compared with the same period last year. Among them, Changhong grew by more than 20% compared with the same period last year.

CTOnews.com learned that Huawei fell more than 30% in November from a year earlier, when it released an all-around smart screen V 3 with flagship audio and painting and super entertainment experience, focusing relatively on the improvement of audio and picture quality technology.

The total shipments of the four major foreign brands Sony, Sharp, Samsung and Philips in November were less than 200000 units, a double-digit decline compared with the same period last year. With the continuous emergence of new products from Samsung and Sony in the field of Mini LED TV, the competition in this market segment has escalated.

As of November, brand shipments for the whole year are generally clear. RUNTO predicts that full-year shipments of the Chinese TV market will grow slightly by 2 per cent in 2022, with a size of 3950-40 million boxes. This is a long-lost growth, while the global market is expected to ship no more than 200 million units over the same period, down nearly 9%.

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