Mainland TV sales, panel industry is expected to recover

DisplaySearch and WitsView released the latest statistics, China's sales of 11 long-selling LCD TV sales, including WitsView increase during the Mid-Autumn Festival sales, annual growth of 13.6%, the local brand annual growth rate of more than 15%, and inventory levels fell to normal.

With Christmas, New Year's Day, the Lunar New Year and other holidays coming soon, is expected to drive the fourth quarter of the tide of replenishment, but also let the panel industry to see the long absence of light.

This time, mainland China's local TV sales were particularly strong, accounting for 70% of the market during the 11-year sales period. AUO and Chi Meidian accounted for more than 50% of the TV panel market share in the mainland, which was the first to benefit. LED TV backlighting companies such as Jingdian, Yuyuan and Dongbei are also exposed to the rain.

DisplaySearch statistics, during the 11th period of the mainland (October 1st to 7th), LCD TV sales of about 2.64 million units, the annual growth rate of nearly 7%. Among them, TCL, Haier and Changhong have annual growth rates of more than 15%, and other local brands have annual growth rates of 5% to 20%. As for foreign brands, only a slight increase.

In the past, foreign brands had an increase in market share for every 11 promotions, but this year's mainland Golden Week, the market share of LCD TVs for domestic and foreign brand manufacturers remained at 7 to 3, maintaining a significant lead.

Eleven sales achievements have ignited the bright lights for the current LCD and LED industries. Moreover, the high inventory (7 to 8 weeks) on the hands of the original TV brand has returned to normal (four to five weeks). The next wave of promotional seasons, such as Christmas Day, New Year's Day and the Spring Festival, will help the panel maker's fourth-quarter performance.

WitsView statistics The Mid-Autumn Festival and the 11th holiday period (September 5 to October 9) LCD TV sales reached 5.98 million units, an increase of 13.6% year-on-year, better than expected, indicating that the mainland brand TV inventory has been effectively eliminated.

Liu Chenhong, WitsView research associate, said that the domestic market for LCD TVs in the mainland this year will be approximately 41 to 43 million units, accounting for approximately 21% of the global market. TCL, Skyworth, Changhong, and Hisense have grown from 17% to 22%, while Konka and Haier have grown by nearly 10%.

He said that during the third quarter, the shipments of the top six brands in the mainland increased by 26% to 29%, and they are expected to grow by 16% to 19% in the fourth quarter. Coupled with the declining inventory levels, brands will prepare for the Chinese New Year in November and December. The market demand will enable AUO and Chi Mei to see the long-lost light in the near future.

This time, the mainland brand's shipment ratio of LED TVs was as high as 59%. As of September of this year, the overall LED TV penetration rate of the mainland was 43%, which is better than the global average of 42%. It will drive LED factories such as Jingdian, Yuyuan and Dongbei. The fourth quarter performance is not bearish.