LCD TVs will monopolize Japanese competition in global markets

According to the latest survey by IHS DisplaySearch, the total number of TV shipments worldwide in 2014 was 230 million units, which is still 3% higher than in 2013. In addition to the regional markets in mainland China and Eastern Europe, the overall television shipments in other regions have achieved positive growth. The mainland China region was mainly due to the fact that government stimulus plans for successive years had completely withdrawn in the second half of 2013, which in the short term affected the growth of TV demand in 2014. It is expected that in the next few years, the total TV shipments of the entire world will be around 250 million units.


On the technical side, traditional CRTs and plasma TVs will all disappear from the market this year, and emerging OLED TVs still have less than one million units shipped in 2015 due to technical and cost issues. On the one hand, the old technology has already exited. On the one hand, emerging technologies have not yet emerged. In 2015 and later years, LCD TVs will dominate the global TV market.

What is worth noting is that although the LCD TV market in the world is showing a trend of large size, the demand in major emerging countries is still mainly small: In 2014, the shipment of 30”-39” in the Brazilian market accounted for 46%; India's 20"-29" shipments accounted for 54%, 32" LCD TV shipments accounted for 33%, while the Russian market 32" LCD TVs accounted for 56%. The proportion of shipments of small-size LCD TVs in emerging markets remains high. The most important factor is still constrained by the lack of purchasing power. With the continued increase in the purchasing power of this segment of consumers, there is ample room for the development of large TVs in the future.

The evolution of the brand competition pattern continues. Japanese brands continue to weaken, especially in Europe and the United States; Korean factories continue to expand their market share in addition to the Chinese and Japanese markets; China's first-tier brand manufacturers focus on the Chinese domestic market, and the globalization pace It is still relatively slow; on the contrary, more second- and third-tier brand manufacturers rely on the advantages of channels and costs, and they have made gains in Europe, the United States and emerging markets, and the foundry business has also made considerable progress.

Since the development of smart TVs in 2014, the penetration rate of smart TVs in the world has exceeded 45%. Among them, China's smart TV penetration has reached 60%. After a long period of time, the major brand manufacturers have made quite a few attempts for smart TVs in terms of operating systems, content input, and human-machine interaction, but consumer usage is still at a relatively low level.