Media Contact

Ms. Pinchun Chou

Tel: +886-2-8978-6488 ext.669

Ms. Lindsay Hou

Tel: +886-2-8978-6488 ext.667

RSS Subscription
  DRAM  
  NAND Flash  
  Storage  
  Display  
  Consumer Electronics  
  LED  
  Green Energy  
  Internet of Things  
  Semiconductors  
  Automotive Electronics  
  Innovative Technological Applications  
       

Press Release


TrendForce Reports Worldwide LCD TV Shipments Down 0.6% in 2015 While China’s TCL and Hisense Saw Growth despite Headwinds

Thursday , 01 / 28 / 2016 [ Analysts: Ricky Lin ]

The global LCD TV market had a dismal 2015. Rising prices of imports caused by currency depreciation was a major force that dragged down consumer spending in Europe and the emerging markets. As a result, the European LCD TV market was too weak to help sustain the overall demand as anticipated, and sell-through in the emerging markets kept falling throughout the year. China, another major market, was also seeing slowing demand and the overall sales results there were also far below expectations. According to the latest reporting by WitsView, a division of TrendForce, global shipments of LCD TV sets for 2015 totaled 215 million, down 0.6% from 2014 and representing a decline for the first time since 2013.

WitsView Research Manager Ricky Lin said 2016 will be a year of mixed blessing for the LCD TV market. “Presently, the biggest concern is the interest rate hike by the U.S. Federal Reserve,” Lin noted. “This would further erode consumers’ purchasing power in markets with weak currencies and in turn could cause a heavy impact on TV shipments.”

On the other hand, the recent decline in LCD panel prices may boost the profitability of TV sets. “Brands could lower their manufacturers’ suggested retail prices (MSRP) to reflect the falling panel costs, thus bringing about a surge of TV buying during the coming peak season,” Lin added. Large-size LCD TVs, for instance, have become economical for consumers, and the reduction in their prices will spur the demand to replace small-size sets with large ones. WitsView’s estimates that shipments of LCD TVs for the entire 2016 will reach 222 million sets, up 3.3% year on year.”

South Korean brands Samsung Electronics and LG Electronics held on to their respective first and second place positions in the global shipment ranking for 2015, though both also posted annual declines. The leader Samsung shipped 48 million sets, down 1.2% from a year ago; while LGE shipped 30 million, down 7.8%. With the currencies of the emerging market still being weak, Lin expects major TV brands to scale back their shipments and reduce their inventory levels as to minimize the losses caused by the foreign exchange differences.

China-based brands TCL and Hisense both jumped in the shipment ranking by one spot and overtook Japan’s Sony. TCL became the No. 3 LCD TV brand worldwide with of 13.1 million sets shipped, showing a slight year-on-year increase of 0.2%. Hisense climbed to the fourth place with 12.8 million sets shipped, up 1.6% from 2014. In addition to being supported by domestic demand, Chinese brands also acquired other well-known international brands as part of their overseas strategies. With these acquisitions, they have raised their brand awareness globally and will be able to access new export channels later on.

Sony was knocked down to fifth place in the ranking with 12.1 million sets shipped in 2015, amounting to an annual decline of 19.3%. Since Chinese and South Korean brands produce TV sets at much lower costs, Sony is now focusing on raising the product margins rather than shipment growth as its main goal.

To keep updated with our press releases, please follow our social media pages. facebookGoogle+TwitterLinkin

2015 review LCD TV shipment LCD TV TV emerging markets depreciation Europe USA Large-size korea Samsung LGE China TCL Hisense Japan Sony

TrendForce Press Center Copyright Notice
TrendForce grants you a limited license to use and/or republish any of the press releases on TrendForce Press Center for any legitimate media purpose (including copying and redistributing the content of press releases in any format and via any outlets), provided that you follow these license terms:

1. Reference TrendForce as the source on your works, or include a hyperlink to the original release on the TrendForce site.
2. Do not modify any press release wording, or maliciously alter its related information. Users are subject to any civil or criminal liabilities if the information displayed in the copy or redistribution of press releases is inconsistent with the original materials on TrendForce Press Center.
3. Do not modify or add hyperlinks, including but not limited to adlinks, within the press release. The authorization of press releases on TrendForce Press Center does not grant users the right to suggest, approve or endorse their value-added derivatives on behalf of this body.

If your citations of press releases contain mistakes and/or have information missing, TrendForce may, in its sole discretion, direct you to remove the content distributed via TrendForce from your site at any time and for any reason, and you agree to comply with such request.