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

CTOnews.com news, March 13, according to RUNTO (RUNTO) released the "China TV market brand shipments monthly KuaiBao (China TV Market Brand Shipment Monthly Express)" data show that in February 2023, the Chinese TV market brand unit shipments reached 2.41 million, an increase of 26.8% year-on-year, down 28.5%.

Taking into account the impact of the Spring Festival holiday, Tuyuan Pexels will ship 5.78 million units from January to February this year, down 2.9% from the same period last year.

The monthly trend of brand shipments in China's TV market for 13 consecutive months, in ten thousand units, the overall retail volume of the TV market in February dropped by double digits compared with the same period last year, of which the retail volume of e-commerce channels decreased by 13.3% compared with the same period last year.

Data show that in February, the total shipments of the top seven traditional main brands in China's TV market, namely Xiaomi, Hisense, TCL, Skyworth, Changhong, Haier, Konka and their sub-brands, reached 2.22 million units, up 30.7% from the same period last year and down 28.7% from the previous month. The combined market share has been quite stable, accounting for more than 90% of the overall market.

According to the camp, the total TOP4 brand shipments of the first camp (CTOnews.com note: annual shipments of more than 5 million units) reached 1.87 million units, up 46% from the same period last year and down about 28% from the previous month.

Xiaomi (including red rice) shipped 550000 units in February, up 10 per cent from a year earlier. The focus of Xiaomi TV has gradually shifted to profits and overseas markets, and domestic shipments have been relatively stable so far this year.

The three major brands of Hisense, TCL and Skyworth (including sub-brands) rose several times in February, shipping a total of 1.32 million units, up 68.2% from the same period last year, outperforming the market. The combined market accounted for 54.8%, an increase of 7.4 percentage points from the previous month.

Hisense Hanzi brand Vidda shipped nearly 600000 units that month, an increase of 55% over the same period last year, ranking first in the month. The TCL sub-brand has doubled year-on-year growth, of which the combined shipments of Thunderbird and Lehua sub-brands have also doubled year-on-year. Skyworth Hanzi brand Cookai shipments also showed a rare substantial increase, a range of 48%.

The second camp (CTOnews.com note: annual shipments of about 3 million units) Changhong, Konka, Haier three major brands in February and the first camp out of the opposite direction. The total volume of shipments is about 350000 units, continuing the downward trend compared with the same period last year, with a range of 15% and a month-on-month decline of more than 30%. Between this and the other, the gap with the first camp is widening.

Of these, only Changhong achieved year-on-year growth, a range of more than 10%. Huawei has seen a sharp year-on-year decline in shipments since the fourth quarter of last year and did not stop the trend in February this year.

Shipments of the four major foreign brands, Sony, Samsung, Sharp and Philips, totaled about 100000 units in February, down 15 per cent from a year earlier.

In the past two months, the brand inventory in the Chinese market has been basically digested, coupled with the advance of 618 stock and production control under the pressure of panel factories, TV panel prices suddenly rose sharply in mid-February. Under the guidance of emotion, it is more and more obvious for brand merchants to add orders.

Recently, as panel prices continue to confirm the March rise, manufacturers began to fight secretly, and some production lines have increased production and full production. If the move continues to spread, it will create uncertainty about the direction of prices in the second quarter. If the sale of 618 is no longer as expected, it will leave brands with high-priced inventory. Therefore, the operational difficulty of Chinese TV brands has not been reduced because of the disappearance of the epidemic.

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