At this time, basically2023The ranking of the top few TV shipments and shipments in global shipments is almost counted,Generally speaking,There are only two authoritative statistical agencies,One is AVC, that is, Ovie,The other is the more well-known Omdia in the world。 Last yearTCL and Hisense's global second dispute,In fact, it was also triggered by the statistics of these two,AVC counted all the brands under Hisense when counting Hisense,Including Toshiba;And Omdia mainly counts the shipments of Hisense's own brands,This has produced a corresponding difference。 Now, AVC's 2023 TV shipment statistics have been released, and Samsung continues to rank first, while there are four Chinese manufacturers in the top six.
According to AVC data,Global TV shipments will reach 195.5M units in 2023,3.5% year-on-year,2022It will barely enter the figure of 200 million units,Now the fall of 200 million also shows that in the economic downturn,Everyone's enthusiasm for buying TV still fades somewhat。 Of course, there may be a slight discrepancy in Omdia's numbers, but they won't change much. In 2024, major institutions expect that there will be no significant changes in the TV market, even if the growth will be small, it will be good to barely reach 200 million units, but now it seems that everyone is still relatively pessimistic.
Samsung continues to be in first place, but the downside of the boss is that after the market declines, it will fall the hardest. Samsung's annual TV shipments were36.4M,Down 7.7% year-on-year,But compared with the manufacturers behind,Samsung still has at least 10 million units ahead,So don't worry about being surpassed by Hisense and TCL for the time being。 Interestingly, Samsung has not performed well in two major markets in Asia, including China and Japan, which have been dominated by Toshiba and Sharp in the past two years, and Xiaomi, Hisense and TCL in China.
However, Samsung's performance in Europe, the United States and emerging markets is still unmatched, especially in emerging markets market share has increased significantly. In addition, Samsung's strategy has changed this year,High-end and large-size models are selling well,OLEDThe TV is still increasing shipments,So although the total TV shipments have declined,But in terms of revenue and profit,Samsung's performance is still not something that other manufacturers can shake。
In second place is Hisense,Annual shipments reached25.9M,An increase of 5.9% year-on-year,Hisense and TCL in ChinaMini LEDTV fights hard,Although there are still some gaps,But the total shipments are still very high,At the same time, the overseas market increased by more than 12%. For Hisense,The influence at home and abroad is relatively large,But the growth rate is lower than we imagined,In the next few years, Hisense and TCL will continue to compete for the second position in the world,But the two should not pull out a significant gap in a short period of time。
TCL ranks third in the world, but the gap with Hisense is very small, with annual shipments reaching 25.5M. However, TCL has a strong upward momentum, with a year-on-year increase of 9.6%, which is the brand with the largest growth among the leading manufacturers. In addition, the overseas market also grew by 13.1%, and the improvement in emerging markets and North America was also obvious. On the whole,TCL is one of the fastest growing TV manufacturers in the market,Now in the Mini LED TV part,TCL has obvious advantages in China,If you maintain this trend,Plus your own right to speak in the supply chain,The future development prospects seem to be broader。
LG is in fourth place, and it will take two years from second to fourth...... Full-year LG shipments reached 21.4%, down 7.3% year-on-year, and we feel that it may continue to decline in the future. LG nowOLEDandLCDboth ends are declining,And LG has significantly reduced the publicity of LCD TVs,But the OLED TV market that they value shrank last year,This is the world's largest OLED TV manufacturerLG,It's obviously a big blow。 OLED TVs LG fell 28.5% last year, shipping less than three million units. This year, we are still not very optimistic about the growth of the OLED TV market,LG must be prepared for this part to continue to decline!
Xiaomi, Skyworth and Sony ranked fifth, sixth and seventh respectively, with Xiaomi's global shipments of 11.3M units, Skyworth's global shipments of 8.1M units, and Sony's global shipments of 5.6M units. Xiaomi's low-price model is okay in China,Overseas markets in Eastern Europe are performing well,But Xiaomi itself does not have much say in the supply chain,Coupled with the lack of technical capabilities and the mid-to-high-end market,So we are still not very optimistic about the future development space of Xiaomi TV。
Sony's global market share fell to about 2% in the middle of last year, but it can still have more than 5 million units sold throughout the year, and the global market share is still about 2.8%, considering Sony's strategic change, it is now mainly focused on the mid-to-high-end market, especially to promote large-size and Mini LED TVs, and the focus has shifted from expensive OLED TVs, so Sony's market share and shipments are expected to increase in 2024.
In the end, Philips, VIZIO and Sharp ranked eighty or ninety, and we have always said that Philips mainly ships in Europe, but in fact, there is only a gap of 500,000 units between Philips' global shipments and Sony. Some old brands fell out of the top ten early, such as Changhong, Konka, Haier in China, and Panasonic in overseas. However, this is only AVC statistics at the moment, and there may be some differences in Omdia, but in general the trend and ranking probably won't change.
We hold a relatively pessimistic situation in the TV market this year, which is still related to the economic situation, especially the domestic ...... Look at the situation of A-shares,We have nothing left but an optimistic attitude,In this environment, ordinary users want to spend money to buy TV,We think it's enough!If the domestic TV market is sluggish,The impact on the world will be huge,From this point of view,This year, we think the price of TV,It will still be relatively cheap,And Mini LEDThe continued involution of TV,There may be more cost-effective products for users to choose!