According to a survey by MarketWise - LCD Industry Dynamics, the latest NPD DisplaySearch monthly report, shipments of LCD TV panels to Chinese manufacturers in July were 6.5 million, up 12% over the previous month (M/M). Then the growth of panel shipments in July, the next few months mainly for the upcoming Chinese National Day holiday sales season stocking, TV panel shipments continued strong; October shipments will be a short fall, November will be due to the fourth quarter, New Year's Day With the arrival of the Spring Festival season, the demand for LCD TV panels has grown significantly.
Due to the unsatisfactory performance of domestic demand in the first half of the year and the global World Cup pull-out has ended, major domestic manufacturers will actively pull goods in the second half of the year to reach their annual sales targets. In addition, under the continuous tension of panel supply, Chinese TV manufacturers are now actively preparing goods, and the demand for LCD TV panels remains strong.
Shipment volume of TV panels shipped to Chinese domestic manufacturers from December 2013 to November 2014 (unit: million units)
Zhang Bing, Director of China Market Research at NPD DisplaySearch, stated that "The major reason for the recent tight supply of panel makers in mainland China is that in addition to the increase in panel demand by the two major Korean plants, export demand is strong and the brand is relatively conservative in the first half of the year. In the second half of the year, the impact of the government subsidy policy on the market will be eliminated, and the demand for local LCD TVs is expected to return to market mechanism and grow steadily.The tight supply and demand situation will be accompanied by the cooling of the World Cup market in overseas markets and the release of new domestic production capacity in the fourth Season eased."
The following is a follow-up analysis of NPD DisplaySearch's recent situation with panel makers from mainland China:
According to the NPD DisplaySearch LCD industry dynamics report, LCD TV panels shipped to domestic manufacturers in July grew by 12% from the previous month, which is 6 percentage points higher than expected. Compared with the second month after the energy efficiency subsidy was withdrawn at the same time in 2013, the market is relatively sluggish, and the unexpected growth this year is normal.
In July, the retail of LCD TVs continued to grow, which was still more than double-digit growth compared with the same period last year, which was 12%. Although July was the month with the weakest demand for the whole year, due to the active promotion of branded factories and online channels, the retail performance of LCD TVs in July was still relatively strong. However, it must be noted that this year's high growth in LCD TVs is also largely downgraded by energy efficiency subsidies for the same period last year. The comparison base is relatively low and actual demand growth is not so optimistic.
In addition to the active branding of fighter aircrafts in the e-commerce online pipeline, the TV brand factory also reduced the prices of large-size, 4K LCD TVs. Moreover, the demand for TV exports still maintained a growth trend, which increased the intensity of continuous replenishment by major brand manufacturers, and the supply of some panel sizes was still relatively tight.
Global television demand showed a downward trend in the second half of July, but it reversed in the second half of August. In addition, the two major Korean factories with a global market share of nearly 50% still actively purchase panels, which undoubtedly aggravated the atmosphere of tight supply and demand. Major competitive brand manufacturers, including Chinese manufacturers, also have to adopt more aggressive purchasing strategies.
According to the outlook of shipments to Chinese manufacturers, seasonal demand for LCD TV panels in China is particularly seasonal. In March of each year, the demand for panel is the highest in the whole year, followed by November; in August and September, the panel demand is relatively strong, but the relative demand for the first two months is relatively weak.
The shipments of 4K LCD TV panels, including major panel makers including BOE and Huaxing, reached a new high in July and continued to grow. However, the major 4K LCD TV panels still go to Chinese manufacturers. Of particular note is the fact that Innolux's 40" (39.5") 4K and China LCD TV panel makers have seen the most significant growth in shipments of 55" 4K LCD TV panels.
The 4K panel competition is intensifying, especially in the entry-level low-end 4K panels. In addition to the Korean factory, China's domestic panel makers are also actively adopting low-cost RGBW 4K panel technology; while Taiwanese manufacturers such as Innolux are mainly focusing on reducing the cost of RGB 4K systems, especially for higher-cost processing. Chips and so on. They actively cooperate with local brand manufacturers to assist customers in optimizing the 4K LCD TV system during product design. For example, frequency conversion, pixel enhancement, etc.
In July, Innolux shipped 1.7 million LCD TV panels to Chinese manufacturers, which was 13% higher than previously expected. Huaxing ranked second with 1.4 million shipments, and TCL remained its largest customer; but from Q2'14, China Star gradually increased the supply of external customers' panels, especially Samsung and LGE, mainly 32" and 28 "LCD TV panel. LG Display is the third largest panel supplier, followed by Samsung.
Innolux's shipment plan reached a high point in August and September. It was conservative in October and cautiously optimistic in November. LG Display and Samsung's November shipment plan is also relatively positive, and is closer to the Innolux shipment plan.
4K becomes a standard for high-end LCD TVs
According to the Quarterly Global TV Shipment and Forecast Report of the NPD DisplaySearch Global TV Shipment and Forecast Report, shipments of 4K LCD TVs reached 2.1 million units in the second quarter of this year, exceeding the 2013 shipment of 1.6 million units. Mainly from the strong promotion of TV brand factory in the second quarter, 4K became the standard for high-level LCD TVs.
With the release of new 4K TV models in 2014, the 4K shipments in each region have changed. In 2013, China’s TV brands took a low-price 4K sales strategy and occupied 80% of the market share in each quarter. Although the low price hides the status quo of the lack of selective 4K TV content, the Chinese TV brands have successfully focused on 4K as a high-resolution strategy and successfully shifted consumer attention. At the same time, 4K TV content has become more and more abundant this year. TV brands from all over the world have gradually promoted a new generation of 4K TVs.
The size of the smartphone market in India was approximately 38 million in 2013. It is estimated that this year will have an opportunity to reach 100 million. In the second quarter of this year, the annual growth rate of the Indian smart phone market was 163%, compared with 28% in China in the same period. NPD DisplaySearch estimated that the annual growth rate of smart phones in India in the third quarter of this year will be close to 200%. Although the scale is still smaller than the Chinese market, the rapid growth has also attracted more brands and manufacturers to the Indian market.
Global 4K TV shipments
With regard to the changes in the 4K TV world map, it is clear that the proportion of China's 4K TV shipments has dropped to 60%, but it may also be because TV operators are overly optimistic about the demand outside the Chinese market. "The new generation of 4K TVs has opened up the sales path for the high-end TV market, but this is only the beginning. In addition to the pursuit of resolution, rich and diverse 4K TV content can consolidate the sales performance of 4K TVs for a long time." NPD DisplaySearch Europe Market Research Director Paul Gray mentioned. (The above information comes from NPD DisplaySearch)
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