In 2021, the global color TV market shipments reached a new low, and the brand ranking did not change much

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.

Although the global color TV industry is declining in 2021, specific to the brand, there has been a phenomenon of different and two-level differentiation. Samsung and TCL shipments declined, and LG, Hisense, and Xiaomi achieved contrarian growth.

Samsung .8M 41, down 13.7%. Samsung TV shipments in the global market in 2021 were 41.8M worldwide, 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.

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.

LGE 27M, up 3.7%. 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, in the case of the increase in olED panel production capacity supply, the OLED TV field has finally ushered in explosive growth, which has alleviated the embarrassing situation that has been plaguing the OLED field. Of course, the biggest beneficiary is LGD.

TCL was 23.4M, down 1.5%. 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. According to the data released by TCL officially, the Chinese market fell by 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 20.1M, an increase of 8.8%. Hisense ranked fourth in the world with 20.1M shipments, although it has a gap of 3 million units compared to TCL, but in 2021, it maintained a growth of 8.8%, which is the highest growth rate among the world's TOP5 brands.

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, which is one of the TOP5 brands to achieve global and domestic growth. 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 12.9M, up 2.8%. 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.

Xiaomi TV has another report card in 2021 that is more "worthy" of affirmation, that is, it has also 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.

Sony ranked sixth with 8.8 million units. Compared with the fifth millet, there is a gap of 4 million units, and this gap is indeed very large.

The remaining brands such as Skyworth, Philips + AOC, VIZIO, Sharp these four brands float in the range of 5 million to 7 million units, the competition of these brands in the second echelon is still very fierce, although the performance gap with the first echelon brand is more obvious.

In addition, other brands such as Changhong, Haier, Konka, etc., are not satisfactory in their long-term competitive performance, but they have also left an indelible mark on the TV market.

The performance of the global TV industry in 2021 is not satisfactory, but starting in 2022, with the continuous development of innovative display technology, the replacement of global smart TVs will advance by leaps and bounds, and the pattern of global TV brands will also undergo greater changes.