Although the domestic market has had a bad start, according to relevant forecast data, the global LCD TV panel market shipments will reach 258 million units in 2023, a year-on-year increase of 2.2%. The overall market has begun to bottom out, especially the Mini LED TV market, which is expected to fully expand and achieve more than doubled growth, accelerating the replacement frequency of color TVs.
55-inch war begins. At the beginning of 2023, major TV brands have made frequent moves in Mini LED TVs. Philips will use Mini LED technology as one of the new directions for TV products starting in 2021. At the beginning of 2023, the company launched two new Mini LED TV product series, namely 9308 and 9008.
According to reports, the Philips 9308 series includes two sizes of 55 inches and 65 inches, focusing on performance and value; the 9008 series includes three sizes of 55 inches, 65 inches and 75 inches. In terms of screens, Philips equips two series of new products with 120Hz panels with 1000 nit brightness, the 7th generation P5 image processor, and MediaTek Pentronic 1000 flagship chip. Relevant statistics show that 65-inch is currently the fastest-growing large-screen TV market. Taking the U.S. market as an example, according to data released by data research and analysis organization NPD, compared with 2019, the sales growth rate of the U.S. 65-inch and above TV market in 2022 will be 59%, and the domestic brand Hisense will grow by 15% in this field.
9%. Since the beginning of 2019, 65-inch TVs have ranked first in shipments in the large-screen TV market for several consecutive years. In this regard, brands such as Hisense and TCL have launched 65-inch Mini LED TVs in 2022. It is expected that in 2023, 65-inch will still be the focus of competition in the large-screen TV market. At the same time, major manufacturers will continue to drive Mini LED technology into the more entry-level market in 2023, and it is expected that 55 inches will become the new focus of competition. This also means that the price of Mini LED TVs will further drop. In 2022, the price of the 55-inch Mini LED TV launched by TCL will be less than 5,000 yuan. As competitors increase, it is possible to further squeeze the price space. In addition, according to the "Global LCD TV Panel Market Monthly Tracking" report released by market research agency RUNTO, 32-inch still accounts for the largest share of global LCD TV panel shipments, with more than 78 million units shipped, a year-on-year increase of 19%. However, at this size, Mini LED technology is expected to be covered by displays. Currently, Mini LED displays in addition to providing excellent
In addition to performance such as color, contrast and high refresh rate, it will also be equipped with a smart TV system, blurring the boundary between TV and e-sports monitors. Generally speaking, at the beginning of 2022, the industry's expectation for Mini LED TVs was to enter the market with a price of less than 10,000 yuan. However, a year has passed, and the current market price has reached 4,499 yuan. As more manufacturers deploy 55-inch TVs, it is not a fantasy that the price of Mini LED TVs will exceed 4,000 yuan in 2023. TCL plays the role of market catfish
The growth of Mini LED TVs will stall in 2022. An important reason is that except for Samsung, other brands will have almost no growth in Mini LED TVs in 2022. However, this situation is expected to be broken in 2023.
In August 2021, TCL announced its Mini LED strategy and ultra-large screen strategy. Zhang Shaoyong, vice president of TCL Industrial and CEO of TCL Electronics, said at the time that he would strive to make TCL smart screen No. 1 in the world in 3-5 years, and the sales penetration rate of TCL Mini LED in large sizes exceeds 60%. Statistics show that as of 2
In the third quarter of 2022, TCL’s market share in the domestic Mini LED TV market was 55%, and it continued to rank first in market share. However, statistics show that TCL will remain at the same level in 2022. Well, regardless of the global market, even in the domestic market, TCL needs to use more means to achieve a market share of more than 60%. The good news is that in January 2023, TCL's sub-brands Thunderbird and Leroy were the only brand matrix with positive growth in the first camp of domestic TV brands, with a year-on-year growth of 13%. Undoubtedly, if TCL wants to maintain this momentum, Mini LED TV is an important focus. From the perspective of the market structure, the high-end Mini LED TV market is destined to be firmly controlled by Samsung, so 65-inch and 55-inch TVs are very critical to TCL’s subsequent growth. However, in addition to looking at performance information such as the number of partitions, brightness, contrast, color, etc., this market also values price.
Summary In 2023, 55-inch will become a new focus in the Mini LED TV market. As more manufacturers release new 55-inch Mini LED TV products, consumers not only have more options, but they are also expected to benefit in terms of product prices.
In order to achieve its strategic goals, TCL will be more aggressive in the Mini LED TV market in 2023, and may become a market catfish.
ANNA