In 2018, TV manufacturers look to large-size TVs, and the penetration rate of 8K TV shipments in 2022 will have a chance to exceed 5%
Under the pressure of rising panel prices and the inability of brand manufacturers to promote sales, global branded TV shipments in 2017 were only 211 million units, a year-on-year decrease of 4.1%, the lowest level since 2014. Looking forward to 2018, the effect of panel price reductions and demand recovery will be significant. Driven by factors, WitsView predicts that global LCD TV brand shipments will stop falling and rebound to 218 million units, an annual increase of 3.9%.
Regarding the sluggish global branded TV shipments last year, Yang Qingxiang, deputy research manager of WitsView, said that this shows that the TV industry has fallen into a growth bottleneck. Looking forward to 2018, the development strategy will focus on high-end products such as large-size, high-resolution, and OLED TVs, and hope that the upgrade of specifications will drive sales and profits to rebound.
Increase in the proportion of 65 inches or more
Yang Qingxiang pointed out that from the product planning of international brands such as Samsung, LG, and Sony, it will accelerate the layout of the 65- and 75-inch and above product portfolios. The proportion of 65-inch and above products will increase from 5.5% in 2017 to 7% in 2018. .
Since the BOE 10.5 generation will be put into production after the first quarter of this year, the new plant will use 65-inch and 75-inch as economic cuts. This will help the brand reduce the purchase cost of large-size panels in the future.
Yang Qingxiang said that the market share of 4K TVs this year is expected to increase from 37.1% last year to 42.8%. Among them, more than 95% of products above 55 inches are 4K-based. With the rapid penetration of 4K in large-size products After the upgrade, it is expected to upgrade to 8K in the future, which is a clear development direction for the brand factory.
Brand factory upgrade to 8K
It's just that the current supply chain development of image processing chips, signal interfaces, 8K signal sources, content, etc. is not yet complete, and it will take some time for rapid popularization. Yang Qingxiang also estimates that the penetration rate of 8K products in global TV shipments in 2018 is only 0.2-0.3%, and it is expected to increase to 1.5% in 2020, driven by the Tokyo Olympics, and will have a chance to exceed 5% in 2022.
In the high-end product layout, there are still clear barriers between the two camps of OLED and QLED. The QLED camp relies on Samsung’s strong pull, and its market share is still higher than that of OLED. However, OLED TVs will be marketed in 2018 under the support of the increase in LGD production capacity. The share is expected to grow to 1.1%, gradually narrowing the gap with QLED.
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