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

TAIPEI, Taiwan–(BUSINESS WIRE)–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.

For top 5 LCD TV brands ranking table and more details, please visit http://press.trendforce.com/press/20160128-2295.html

About TrendForce (www.trendforce.com)

TrendForce is a global provider of the latest development, insight, and
analysis of the technology industry. Having served businesses for over a
decade, the company has built up a strong base membership base of
435,000 subscribers. TrendForce has established a reputation as an
organization that offers insightful and accurate analysis of the
technology industry through five major research divisions: DRAMXchange,
WitsView, LEDinside, EnergyTrend and Topology Research Institute.
Founded in Taipei, Taiwan in 2000, TrendForce has extended its presence
in China since 2004 with offices in Shenzhen and Beijing.

Contacts

TrendForce
Ms. Lilia Huang, +886-2-8978-6488 ext 660
LiliaHuang@TrendForce.com