Jibang Consulting: It is expected that the overall OLED TV shipments will reach 6.23 million units this year, a year-on-year increase of 15.9%

According to the latest research report released by Jibang Consulting on the Zhitong Finance APP, OLED TV brands saw a 20% decrease in shipments in 2023. In 2024, brands adjusted their promotional strategies, and with Samsung entering the white OLED TV market, LG Electronics significantly reduced prices by 25% to 33% during the promotion season, driving sales. It is expected that overall OLED TV shipments will increase by 15.9% this year to reach 6.23 million units. The two major Korean brands, LG and Samsung, hold 53.3% and 22.5% market share respectively. Jibang Consulting predicts that if the cost of OLED TVs cannot be effectively reduced by 2025, it may be difficult to attract other mainstream brands, and shipments may fluctuate between 6 million and 6.5 million units. According to Jibang Consulting's latest survey, global TV shipments in the first half of 2024 reached 90.717 million units, a year-on-year increase of 0.8%. Demand performance varies by region, with China's TV sales falling short of expectations due to factors in the real estate market and changes in the habits of young people. In contrast, North America's demand was supported by sustained low-price competition, while Europe benefited from sports events driving demand, coupled with the base effect of inflation in the previous two years, resulting in better-than-expected TV shipments in the first half of the year. The second half of the year is the peak season for traditional TV demand, and although brand shipments are increasing, the growth rate is significantly slowing down. In addition, due to the continuous rise in panel prices in the first half of the year and consumers still preferring to buy affordable TVs, brands are finding it difficult to pass on costs to the market. As a result, they are reducing the scale of festival promotions and shifting towards developing large-sized and mid-to-high-end products to reduce losses. This move will lead to an average TV size growth of 1.4 inches in 2024, reaching 55.5 inches. In the first half of 2024, the top five TV brands were Samsung Electronics, Hisense, TCL, LG Electronics, and Xiaomi (01810) in order. Although TCL ranked third with a slight gap, its coverage in Europe and emerging markets is high, with second-quarter shipments surpassing Hisense to reach 6.68 million units, with quarterly and annual growth rates both exceeding 10%. TrendForce Jibang Consulting stated that TCL Group, with the advantage of panel factory capacity and prices, as well as highly automated whole-machine production, is expected to challenge the second position in global shipments in 2024. Mini LED TV performance exceeds expectations, driving a 55% growth in shipments this year In recent years, global inflation and interest rate hikes have led to the rapid rise of the affordable TV market. Taking the U.S. market as an example, in the past, doorbuster prices were only seen on Black Friday, such as $99 for a 32-inch HD TV and $399 for a 65-inch UHD TV. However, due to retailers promoting their own brands in 2023, these special prices have become normalized, with the regular price of a 65-inch UHD TV dropping to $299, prompting other brands to follow suit and lower prices to maintain market share. Jibang Consulting pointed out that in the first half of 2024, TV brands faced issues such as rising panel prices and increased freight costs. To improve revenue, manufacturers continued to increase product sizes. For example, Chinese brands TCL, Xiaomi, and Hisense reduced the number of Mini LED zones to attract consumers with more competitive prices. This strategy successfully stimulated demand, and it is expected that Mini LED TV shipments will increase by 55% annually to reach 6.35 million units Among them, the combined market share of these three major Chinese brands will reach 50% for the first time, surpassing Samsung. Although Samsung still holds a 25% market share, it has decreased by 17 percentage points compared to the same period last year. If Samsung fails to introduce competitive products by 2025, its market share in Mini LED TVs may be surpassed by TCL