In 2021, the sales volume of the domestic color TV market fell by 13 percentage points, becoming the "worst year" in the past 12 years. So the domestic market is sluggish, how is the global color TV market performing? The answer is that it is connected to fate.
2021: The lowest level of shipments in the global market in nearly six years
According to Auverywo data, global TV shipments in 2021 were 214.5M (M = million units), down 6.2% year-on-year; Shipping area of 148.6M㎡, down 0.7% year-on-year; The average size of shipments was 48.3", up 1.2" year-on-year. In terms of shipments, 2021 is the lowest point in the global market in nearly six years.
For the "reason" of the global color TV market downturn. Aoviruiwa believes that, first, the continuous mutation and spread of the epidemic has slowly recovered in global economies and weakened the overall purchasing capacity of consumers.
The market size in developed areas was relatively stable, but the arrival of the epidemic also brought too many economic rescue measures. This stimulated the sales growth of color TVs in household consumption from 2020 to the first quarter of 2021, but it caused a long-term shift in demand for color TVs. In turn, in the second half of 2021, especially in the context of high CPI in Europe and the United States, the power of color TV consumption declined, and the inflection point of the market cycle appeared.
Second, the European Cup, the America's Cup, the Tokyo Olympic Games and other important sports events were held during the period from June to August, but due to the impact of the consumption overdraft caused by the home-based economy in 2020, there was no opportunity for the demand for color TV market to gradually recover, and the expected increase in sports demand in the global TV market boom was not obvious.
Third, China, one of the world's largest color TV markets, shipping in the first three quarters of 2021 is sluggish, terminal prices continue to fall in the second half of the year, online sales are rejuvenated, brand factories "double 11" active stocking pulled, the decline in the fourth quarter narrowed, down 6%, the annual shipment fell by 13.2%
Fourth, the price of components such as LCD panels and chips continues to be unstable, causing certain turbulence to the stockpiling of the whole machine color TV manufacturers, which also leads to the final pricing of the whole machine color TV enterprises in the market side is not resolute and stable enough, so as not to stimulate the impulse purchase of consumers, and even because the price increase inhibits consumer demand, resulting in the overall market has not "started".
In addition, in olED TV, Mini LED, 8K, 80+ and other high-end attribute products, but in the adverse trend continues to rise, and will continue to lead the TV industry to the development of new technologies while also improving corporate profitability
According to Aowei Ruiwo data, the market size of WOLED TV in 2021 reached 6.5M, an increase of 74% year-on-year, but the penetration rate was only 3%, and the total proportion of TOP3 brands LGE, SONY and Panasonic reached 88.6%; Miini LED backlight TV last year global shipment scale reached 1.5M, doubling year-on-year in 2020; In addition, in 2021, the global shipment scale of 80" + products will be close to 2.2 million units, an increase of about 90% year-on-year.
Yang Fan, founder of the people's home power grid, told the "Audiovisual Circle": As with the consumption trend of the domestic color TV market, the average size of shipments in the global color TV market is progressing higher, and the OLED TVs, miniLED TVs, and 80+ giant screen TVs with strong high-end attributes are also moving strongly. All this shows that high-end, large-screen TVs will be the "main theme" of the global market.
TOP5 brands: Samsung fell by 13 percentage points, and Hisense and Xiaomi grew against the trend
In 2021, the global color TV industry is declining, but specific to the brand, it does change. In particular, the TOP5 head brands show two situations in terms of growth performance: Samsung and TCL shipments decline, and LG, Hisense, and Xiaomi are growing against the trend.
Among them, Samsung TV shipments in the global market in 2021 were 41.8M global shipments, down 13.7% year-on-year. Although Samsung continues to rank first, it is the brand with the largest decline among the entire TOP5 brands.
For the reasons for the change in Samsung TV shipments, some industry insiders believe that in 2021, the global color TV market will return to the right track with the slowdown of the epidemic in Europe and the United States, and the "epidemic" dividend will no longer be there. In addition, the high rise of raw materials and freight costs has led to the high cost of the whole machine and then passed on to consumers, and the terminal demand has disappeared. Such an overall trend, which is bound to produce huge "fluctuations" in the shipment volume of the Samsung TV giant brand.
In addition, in terms of brand competition, Samsung Electronics faces challenges from LG Electronics and SONY in the high-end market, and there are Chinese brands in the low-end market.
LGE shipped 27M worldwide, up 3.7% year-on-year and continuing to rank second. At the same time, the biggest attraction of LGE in 2021 is the shipment of high-end OLED TV 4.1M, an increase of 87% year-on-year. As the first overlord of OLED TV, it finally ushered in the "turnaround battle" of sales in 2021, which may be a great "comfort" for LGD.
TCL occupies the third place in the world with a shipment volume of 23.4M. However, while the third throne has not changed, it is down 1.5% compared to 2020. In addition, according to the official data released by TCL, there has been a significant decline in the Chinese market, with a decline of 24.4%. For the decline of more than 20% in the Chinese market, TCL officials said that the main reason is that the industry as a whole is sluggish.
Hisense ranked fourth in the world with 20.1M shipments. Although there is a gap of 3 million units compared with TCL, it maintains a growth of 8.8% in 2021, which is the highest growth rate among the world's TOP5 brands. At the same time, more critically, Hisense is one of the TOP5 brands to achieve global and domestic growth in 2021.
In 2021, with the help of sports marketing strategy and dual brand strategy, Hisense's influence overseas has been continuously improved, and overseas shipments in 2021 have increased by 12% year-on-year, of which Shipments in Europe, Japan and emerging markets have increased significantly, and North American shipments have also increased slightly; In China's domestic market, Hisense is one of the few brands with increased shipments, and laser TVs have obvious advantages with large size.
Xiaomi shipped 12.9M worldwide, an increase of 2.8% year-on-year, ranking fifth. This is the second time since it was listed in the TOP5 in 2020 that it has been ranked in the top five. In 2021, Xiaomi's shipments in the Chinese market are stable, overseas shipments increased by 12% year-on-year, overseas shipments accounted for 31%, an increase of 3%, Asia-Pacific, Western Europe shipments increased, and began to enter the Middle East, Africa, Latin America market.
In addition, Xiaomi TV has a report card in 2021 that is more "worthy" affirmation, that is, it has begun to shine in the high-end large-screen market, especially in high-end OLED TVs, as well as 86", 98" and other super giant screen TVs, shipments have grown rapidly, which highlights consumers' cognition of Xiaomi TVs, which has crossed the "quality threshold": Xiaomi occupies the main economic position at the same time, and is also "winning" in high-end, high-priced and large-size.
Second Group Brand Lineup: No surprises and no surprises
Compared with the TOP5 head brand, the shipment volume of the second gear (6 to 10 people) is relatively "average". Sony, which ranked sixth, has 8.8 million units shipped, while Skyworth, Philips + AOC, VIZIO, and Sharp float in the range of 5 million to 7 million.
Some industry experts analyzed to the "Audiovisual Circle": the brand pattern of the Second Group basically maintained the "rhythm" of the existing ranking of the market, and there was no obvious "ups and downs". But there are the following meanings that are worth deciphering.
First, the gap between the top 5 brands and the first-line head, which is the pain of the second-tier brands. Sony shipped 8.8 million units, but there was also a gap of 4 million units with xiaomi, which was fifth;
Second: the shipment gap between the second-gear brands is not obvious, which also shows that the competition in this range is very fierce, and with the changes in market demand, it is possible that new "variables" will appear in the brand ranking.
Third: 2021, the TOP10 brand pattern is also reflecting a fact: 10 million units or will be the "basic ticket" to enter the first group of head brands.
Postscript: Since 2021, the overall trend of global color TV has gradually "cooled down", bidding farewell to the excessive consumption increase under the special stimulation of the epidemic, in this context, the overseas color TV market competition in 2022 will also face "complex variables". AVC Revo predicts that global TV shipments are expected to decline by 2.6% year-on-year in 2022. China's color TV market may usher in a weak rebound under the trend of price decline and large size replacement in 2022.
Under the overall weakness, from 2022 onwards, the "differentiation" between various brands in the global color TV market will continue. In particular, how China's local color TV giants fight a "market defense war" in the domestic market and continue to expand their territory in the international market may be the biggest change in the brand pattern of the color TV market in 2022.