Global TV brand shipments fell sharply in the third quarter Intelligent projection is rising

　　Reading guide：The latest report shows，Sales in North America were cold in the third quarter，TV brand enterprises dare not accept orders on a large scale，Priority digestion inventory。Lotu Technology（RUNTO）think，The important momentum of the US TV market is weakening，Exuberant demand has drifted away。

　　According to Lotu Technology（RUNTO）《Quarterly tracking of global TV brand market shipments（Global TV Brand Market Shipment Quarterly Tracker）》data display，2021Global TV brand shipments in the third quarter of5293Wan Tai，Year on year decrease16.5%，After rising for two consecutive quarters in the first half of the year, it fell sharply。

　　2020-2021Q3 Global TV brand shipments and changes


　　data sources ：Lotu Technology（RUNTO） Company：Wan Tai，%

　　The fourth quarter is almost over，Did not see outstanding performance，It is expected that the shipment in the current quarter will not exceed5900Wan Tai。From this point of view，2021The second half of the year will be a new low in the same period in recent years。From the perspective of the whole year，The cumulative global TV shipments are expected to be insufficient2.1100 million units，Year on year decrease6%above。

　　Enter the third quarter，Overdraft in advance of sports events、The gradual recovery of economic activities leads to the reduction of users' home time and other reasons，Lead to globalTVThe market boom is getting worse。Although panel prices fell rapidly in the second half of the year，especially9In June, the price fell by the largest margin over the years，It gives the whole machine manufacturer a certain operating space，But the result was not as good as expected。in fact，The whole machine factory is more happy to see the mild change in panel price，It is easier to control risks。

　　The North American and Chinese markets are in recession

　　From the perspective of global and subregional markets，First three quarters，North America remains the region with the largest shipments，Occupy the worldTVBrand shipments24%，Year on year decrease5%。The Chinese market has become the region with the largest decline in the world，Year on year decrease15%above。

　　Sales in North America were cold in the third quarter。First half，The US market benefited from relief and“Stay at home”Increased ratings，TV shipments continued to be strong。But then，one side，With the lifting of COVID-19 related restrictions in North America，The launch of the vaccination program has had a positive impact on the economic activities of the two major markets in the United States and Canada。

　　on the other hand，In the process of panel falling，High cost raw material inventory and freight rates continue to rise，As a result, the selling price of the whole terminal is still high，It does not stimulate consumers' impulse purchase。While consumer demand gradually slows down，TV brand enterprises dare not accept orders on a large scale，Priority digestion inventory。Lotu Technology（RUNTO）think，The important momentum of the US TV market is weakening，Exuberant demand has drifted away。

　　First three quarters，TV brand shipments in the Chinese market reached2673Wan Tai，Occupy the world18%。From the perspective of upstream supply，Panel prices fell rapidly in the third quarter，Major head brands quickly bargain in the retail market，Eager to clean up the inventory of high priced panels，Avoid falling price loss of more inventories。Full competition and price cutting in advance make enterprise profits not good。

　　Brand segmentation，Huawei、Vidda、Thunderbird's share increased significantly in full competition。Before China7Big brand from2017LETV shrank rapidly in, and has not changed since the beginning，They have a stable share of China's total market80%above。2021year1-11month，The shipments of the top seven brands in the Chinese market are3054Wan Tai，Year on year decrease14.9%。From the past5Nian Kan，front7Big brand shipments hit the lowest total shipments and the largest overall decline，fall into“lowest amount”。estimate12Months ago7The shipment volume of big brands is350Wan Tai，Based on this, it is calculated according to the proportion of brands，Annual shipments of all brands will be in a rare3800Less than 10000 sets。

　　2017-2021year China TVTOP7Brand shipments and changes


　　data sources ：Lotu Technology（RUNTO） Company：Wan Tai

　　More brands take the adjustment and improvement of product structure in the weak market as their own strategy，80+Large screen、OLED、Mini Led、The high-end of laser and other products has become the collective will of the industry。

　　From the perspective of consumers，The era of television has quietly passed。Today's Internet of things Era，Many electronic products are diverting the use of TV sets，Faster in new scenes and usage、convenient。But it doesn't mean that the entertainment of TV will disappear completely，Products highly similar to TV--Intelligent projection is rising in the past two years，According to Lotu Technology（RUNOT）data display，In recent years, the sales volume of intelligent projection has increased by one million units every year，2021Annual forecast approaching500Scale of 10000 units。so，In the living room、In addition to the decline of power on rate，The factors restricting the development of TV industry in Chinese market have become complex，Inside out change，Slow down the development of the whole industry。

　　“Double Eleven”Gradually leave the core stage of domestic TV retail

　　Pay special attention to double eleven，This is the biggest promotion season in the Chinese market every year，But this year's recession is particularly pronounced。Extension of activity cycle，The impact of discounted goods on consumers has plummeted，It has completely cooled down the retail feast, which is already at the end of its power。Complexity of subsidy rules，It also raises the threshold for consumers to participate in purchase，This actually deviates from the design of double 11 earlier“Release potential demand”Original intention。

　　Reflected in the TV retail market，The performance injection of corporate brand has increased the retail pressure behind it；And channels in order to dilute“The growth rate dropped sharply”，The conventional large screen real-time war report in previous years was directly cancelled。Adjust in one piece、Turn to the atmosphere，Double eleven ended sadly，Double Twelve seems to have disappeared。Lotu Technology（RUNTO）think，Today's double 11 situation may be tomorrow's United States“Black Friday”。Weakening of the vitality of TV products、End of flow dividend、Enterprise fatigue from encounter to protracted war，Will make“Double Eleven”Gradually leave the core stage and leading role of domestic TV retail。

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