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

CTOnews.com December 21 news, according to TrendForce Jibang consulting statistics, the second half of 2022 Chinese brand double 11 promotion price benefit panel price hit bottom, helping the brand to reduce the price. However, due to lower-than-expected sales in the first half of the year, international brands caused a high pile of terminal inventory. In order to reduce inventory, and then significantly reduce panel purchases in the second half of the year, the overall TV shipments in the second half of the year were only 109 million sets, an annual decrease of 2.7%. The final annual shipment was 202 million units, an annual decrease of 3.9%, the lowest in nearly a decade. Although the performance of shipments is declining, fortunately, the price of large-size panels and shipping costs have dropped by more than 50% this year, effectively improving the brand's ability to promote large-size products, pushing up the average size of televisions by 1.4 inches to 56 inches.

TrendForce Jibang Consulting further pointed out that the supply of TV panels is still loose in 2023, and the possibility of a big rise in panel prices is not high, which can effectively reduce the cost pressure on brands and contribute to the more flexible operation of large-scale promotions. However, the International Monetary Fund (IMF) pointed out that the global economic growth rate will slow to 2.7% next year. Despite the recent easing of inflationary pressure in Europe and the United States, the world's major consumer markets will still be shrouded in high inflationary pressure. TV shipments are not expected to grow easily, and global TV shipments are expected to decline another 1.4% to 199 million units next year.

At the end of the year, sales of Singles Day in China declined by nearly 10%, while North American Black five bucked the trend by 13%.

TV sales in China have been significantly affected by the epidemic this year. Even if TV panel prices reach an all-time low in the second half of the year and brands actively reduce prices and promote sales in order to sprint for annual shipments, they still cannot avoid the nearly 10% decline in China's Singles' Day promotion. In contrast, in North America, due to the rapid rise in inflation in the first half of the year, consumer budget cuts caused North American TV sales to decline by 16.5% in the first half of the year compared with the same period, while brand TV inventory has reached a tipping point. In order to reduce inventory, brands examine the inventory status of the supply chain and carry out large-scale rectification. In order to stimulate terminal demand in the second half of the year, North America took the lead in promoting sales from Prime Day, with sales peaking at Black five. This year, the biggest drop in TV came from a 70% discount on TCL 55-inch Mini LED limited promotion price to US $199. each brand launched fighter aircraft to respond, driving North American TV sales to increase by 13% a year in November this year. Although sales in China and North America are the same, it is certain that after several months of panel procurement adjustment and active channel promotion, brand inventory has gradually returned to a healthy level.

The first shipment of 8K TVs declined by 7.4% in the first year, and the shipment volume will challenge 500000 units next year.

However, TrendForce Jibang Consulting said that high-end TV products got off to a bad start. Due to the lack of corresponding content for 8K TVs and the high retail price, the brand lost interest. After several years of promotion, Samsung Electronics has always been the only manufacturer with a market share of nearly 70%. Meanwhile, consumer budgets have been eroded by inflation this year, resulting in shipments of only 400000 8K TVs, the first 7.4 per cent recession. It is worth noting that Europe, one of the main sales regions of 8K televisions, may restrict the energy efficiency regulations of 8K televisions as a result of the new energy bill, and it is feared that the old 8K models will not be sold in the European market from March next year. However, Samsung Electronics has planned to launch new models in Europe next year, and panel manufacturers have successively launched discount 8K products to attract more brands to adopt. TrendForce Jibang Consulting estimates that shipments of 8K TVs in 2023 are expected to increase by 20% a year to exceed 500000 units.

White OLED TV shipments decline by 6.2% a year, and may continue to decline by 2.7% next year.

TrendForce Jibang Consulting said that due to the sharp price reduction of LCD panels, the price difference between 55-inch UHD LCD and white OLED O / C panels widened to 4.8times by the end of the third quarter, returning to the level at the beginning of 2020, making it difficult to promote the brand, resulting in shipments of 6.29 million white OLED TVs in 2022, an annual decline of 6.2 per cent. While in 2023, without sacrificing profits for LG Display, the quotation for white OLED panels is conservative, and shipments are expected to decline by 2.7%.

▲ source TrendForce cluster consultation

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