Third quarter TV shipments grow sequentially | 4K/UltraHD | News | Rapid TV News
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The latest analysis of the TV industry from specialist research firm WitsView has found that while the move to the peak season in China, Europe and the Americas requires companies to stock up has seen quarter-on-quarter growth, the industry has actually slipped back on a year-on-year basis.
QLED 27Nov2017
The market study found that global TV shipments in Q319 reached 54.97 million units, 16.8% growth compared with the second quarter of the year, this represented a 1.9% decline year-on-year.

Assessing the market dynamics. WitsView said that not only did TV brands actively ramp up their shipments, but they also hoped to make up for lost sales in the first half of the year through large-scale sales promotions. It added that as China-U.S. trade relations worsened in 2Q19, TV brands took on a speculative attitude towards stocking-up an attitude that completely changed towards the second half of Q319.

According the study, as brands stock up in preparation for year-end sales, fourth quarter shipments are projected to reach 65.42 million units, a 19% growth on a quarterly basis. After the sales prices across all panel sizes dropped below cash costs, panel manufacturers began reducing the production volume of panels in order to establish a price floor in 4Q19. The analyst notes that stabilised low prices of TV panels are expected to help brands plan their sales strategies.

Looking at whose shipments shaped the market in Q32019, the first two places were occupied by Korean brands despite strong performances by Chinese vendors. Market leader Samsung increased the market share of its QLED TV products by adopting consumer-friendly prices and shipments of the line broke the 5-million-unit mark for the first time taking 2.5% of the market. This was double the previous year’s shipment share. In all, Samsung reached 10.41 million TV units, a growth of 17% QoQ and 6.8% YoY.

Fellow Korean firm LG Electronics notched shipment numbers of 7.44 million units in Q319, a 25.3% growth quarter-on-quartet and 14.5% growth annually. WitsView observed that because most of LGE’s TV panels were supplied by LG Display, and because it assembled its TV sets in-house, the company was able to achieve strong cost advantages, which translated into strong competitive advantages in the peak sales season.

Analysing the situation in China, the analyst noted that as domestic demand became saturated, and Xiaomi aggressively pursued market share starting from 2018, the two largest Chinese brands TCL and Hisense shifted their sales focus onto the international market. TCL was attributed with ‘remarkable’ performances in North America, Europe, Latin America, and other emerging markets. Yet the company saw weak shipment numbers in Q219 due to uncertainties caused by the China-US trade war and an inflated shipment base period from pre-emptively stocking up in 1Q19 at the expense of 2Q19 shipments. The company had 4.8 million unit shipment, a 14% growth QoQ, and a third-place global TV brand ranking.

The WitsView research found that driven by rising demand in both the domestic and overseas markets in Q319, Hisense reached an all-time high (for the company) shipment of 4.62 million units, a 48.6% growth compared with the previous three-month period. Fifth-placed Xiaomi focussed on cost-effective products to bolster its customer loyalty and increase market share. Yet the numbers show that its performance during the 618 shopping festival in the first half of 2019did not meet prior expectations. Xiaomi’s stocktaking in Q319 indirectly reduced its shipment by 8.3% to reach 2.75 million units.