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

CTOnews.com May 22, according to digitime, TCL and Hisense's record TV shipments have led to the growth of China's TV market share. Analysts expect the overseas TV camp, led by Sony, LG and Samsung, to be overtaken by Chinese TV brands for the first time in history as soon as the second quarter of this year, and the TV market will usher in a watershed.

▲ image source: TCL

Global TV shipments reached 48.62 million units in the first quarter of 2023, down 5.5% from the previous quarter, and global TV shipments declined for seven consecutive quarters, according to analysts at Group Intelligence. Analysts said this was mainly due to record shipments in TCL and Hisense, as well as aggressive expansion of sub-brands Vidda and Thunderbird. The two companies shipped a total of 11.44 million units in the first quarter, ranking 2nd and 3rd respectively, driving the global market share of China's top seven TV brands from 31% to 36% in the first quarter, and is expected to go further in the second quarter, breaking through the 40% market share mark.

▲ source: TCL, while the market share of the top eight overseas TV brands fell from 45% to 40% in the first quarter, and is expected to continue to decline to about 38% in the second quarter. This also means that the market share of overseas TV brands will be surpassed by Chinese TV brands for the first time in history. Analysts believe that the main reason is that sales of Korean TV brands are in the doldrums. CTOnews.com previously reported that Samsung's career support team had asked the TV and home appliance departments to improve their performance, which had been overtaken by Sony and LG. According to reports, Samsung shipped 9.2 million sets in the first quarter, down 15.6% from the same period last year, while LG Electronics shipped 5.26 million units in the first quarter, down 14.2% from the same period last year, falling to fourth place. It has lowered its annual shipping target for OLED TVs, the main product, from more than 4 million sets to about 3 million units. Sony is also not optimistic. It has not fully recovered from the shutdown last year at Shanghai Suoguang, the main TV factory, selling only 1.1 million televisions in the first quarter, down 31.2% from a year earlier.

Analysts pointed out that overseas TV brands face a series of problems such as weak demand for middle and high-end products. Although Chinese TV brands win by quantity and their global market share is growing, they still need to further enhance their competitiveness in the high-end TV market.

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