Zhitong Finance APP was informed that according to the TrendForce Jibang Consulting Survey, the shipment performance of TV brands in the first half of 2021 was driven by the US relief fund, making North American shipments continue to flourish, at the same time, the brand continued to make up for panel inventory, pushing up panel prices continue to rise; in the second half of the year, as the epidemic in Europe and the United States slowed down life to return to the right track, the epidemic dividend is no longer there, and demand is facing a test. In addition, the raw materials and freight rates rose to raise the cost of the whole machine, the brand industry had to pass on the cost to the terminal price, although the brand still expects the end of the year double eleven and black five two major promotional holidays, but the cost is too high to lead to the promotion effect, and the terminal demand is also stagnant, and finally make the 2021 TV shipments decline by 3.2% per year, reaching 210 million units.
TrendForce Jibang Consulting further pointed out that in 2022, the supply of panels in the case of abundant overall production capacity, the price of TV panels will no longer rise and fall, replaced by a stable and gentle rise and fall trend. After a sharp revision of TV panel prices in the second half of 2021, this year's panel prices will be conducive to the layout of the brand, coupled with the epidemic in Southeast Asia and emerging markets last year and the high price of panels, resulting in brands reducing the scale of small sizes of 23.6 inches, 32 inches and 43 inches, and demand is forced to be delayed. In 2022, the price of small-size panels has been close to the cash costs of panel factories, which is conducive to brands to re-increase the proportion of small-size shipments, and the proportion of shipments below 39 inches will remain at 25%; medium-sized 40-59 inches will remain at 55%; large sizes above 60 inches are still products focused on by international brands, and the market share is expected to rise by 20%. Benefiting from the deferred demand for small sizes, TV shipments will grow by 3.4% to 217 million units in 2022.
OlED TV growth slows down in 2022, with annual growth converging to 27%
In 2021, OLED TV benefited from the soaring LCD prices in the previous two years, the same 55-inch 4K O/C products, and the price difference between the two has narrowed to 1.8 times from 4.7 times in early 2020 to mid-2021, attracting more brands to actively layout OLED TVs when lcd panel supply is limited, driving OLED TV shipments to 6.7 million units in 2021, an annual increase of 70%. Although Samsung Electronics intends to join the white OLED camp this year and launch QD OLED TVs at the same time, as the price of LCD panels continues to fall, and the price of OLED TV panels is not reduced by the strategy of LG Display, it is likely to disrupt the layout of Samsung Electronics for OLED TVs. If Samsung Electronics is unable to launch OLED TVs in the spring, it will affect the original shipment target of 1.5 million units. However, whether it is the launch of OLED TV models in the spring or summer, Samsung Electronics will take advantage of its brand and channel advantages and will attack the OLED TV market with a market share of 15%.
Mini LED TVs doubled year-on-year, with shipments challenging 4.5 million units
TCL has opened up new horizons for TV products since the release of the first Mini LED TV in 2020. In 2021, Samsung Electronics launched a series of 50-85-inch mid-to-high-end 4K and flagship 55-85-inch 8K Mini LED models, which exceeded the level of one million units in the first year of shipment, reaching 1.5 million units, pushing up the overall Mini LED TV shipments in 2021 to 2.1 million units. In 2022, in addition to the continuous operation of Mini LED by Samsung Electronics and TCL, many brands have also joined the ranks, and the overall Mini LED TV shipments will challenge 4.5 million units, of which SONY will first display 8K 85 inches and 75 inches and 4K 85 inches, 75 inches and 65 inches flagship models at CES at the beginning of the year, and Sony will have olED and Mini LED TVs as well as Samsung and LG Electronics. Make the competition in the high-end TV market more intense.
