TrendForce: Tv shipments are expected to reach 217 million units in 2022

According to a survey report released by TrendForce Jibang Consulting, TV shipments will decline by 3.2% annually to 210 million units in 2021.

Why there is a recession, TrendForce Jibang Consulting gives the following two reasons:

First, the shipment performance of TV brands in the first half of 2021 was driven by THE US relief funds, making North American shipments continue to flourish, at the same time, the brand continued to replenish panel inventory, pushing up panel prices continue to climb; 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.

Second, the raw materials and freight costs are high and the cost of the whole machine is raised, and the brand industry has to pass on the cost to the terminal price, although the brand still expects the two major promotional holidays of double eleven and black five at the end of the year, but the high cost leads to the lack of promotional results, and the terminal demand is also stagnant.

TrendForce Jibang Consulting further pointed out that in 2022, the panel supply will no longer see the situation of the overall production capacity, and the price of TV panels will no longer be seen, replaced by a stable and gentle upward and downward trend.

In 2021, the price of LCD panels has undergone a roller coaster, and since the beginning of the epidemic, LCD panels have ushered in a year-long price increase cycle, with an increase that has almost doubled. However, since June last year, the LCD panel officially opened the way to the downward price, and as of December this year, the LCD panel still remained down, but the decline was significantly narrowed.

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 size 23.6 inches, 32 inches and 43 inches, and demand was forced to be delayed.

In 2022, the price of small-size panels has been close to the cash cost 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%.

TrendForce believes that benefiting from the deferred demand of small sizes will drive TV shipments by 3.4% to 217 million units in 2022. At the same time, the growth of OLED TVs in 2022 will slow down, with the annual growth rate converging to 27%, and the annual growth rate of Mini LED TVs will double, and shipments will challenge 4.5 million units.

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%.

TCL has opened up new horizons for TV products since the release of the first Mini LED TV in 2020. 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.

For the global smart TV market, after experiencing a downturn in 2021 and the price fluctuations have returned to stability, the global smart TV market is expected to usher in a sustained and steady development. Therefore, for Chinese smart TV brands, this is also a very good opportunity, a great opportunity to achieve a resumption of growth.