Electronics

According to the Huacheng Import and Export Data Observation, since the beginning of this year, the global economy has been affected by geopolitical conflicts, high inflation, and the continuous interest rate hikes in the United States, and is still full of uncertainty. Against this backdrop, the demand in the electronic consumer market continues to decline, with the television market performing poorly and still in a sluggish stage.

According to Huacheng Import and Export Data Observation, in the first quarter of 2023, the total global television shipment reached 46.25 million units, a year-on-year decrease of 5.2%, and has dropped to the lowest value since the same period in 2009. Based on the shipment volume, Samsung Electronics has a market share of 32.1%, ranking first; LG Electronics has a market share of 17.1%, ranking second; Chinese brands TCL and Hisense rank third and fourth with market share of 9.9% and 9.3% respectively.

The global television industry has had an unfavorable start in the first quarter. In addition to being affected by the low global economic growth rate, residents' consumption capacity has not yet fully recovered, and maintaining a cautious attitude towards purchasing large durable home appliances is also an important reason. More importantly, consumer demand for television is changing, and the rise of emerging projection markets and the widespread use of smartphones and tablet products have to some extent offset some consumers' willingness to purchase television, causing a significant impact on the television industry. Due to various reasons, TV shipments in the first quarter of this year not only failed to boost, but also became increasingly prominent compared to 2021 and 2022. Huacheng Import and Export Data Observation Report.

Industry experts point out that although the global television market performed poorly in the first quarter, the direction for TV products to break through is clearer. From a technical perspective, currently, the LCD TV market has become saturated, and display screen technology has reached a fork in the road. Developing new technologies such as 8K, OLED, large-sized giant screen TV, Mini LED TV, and laser TV has become the main path for many TV manufacturers to upgrade and transform. Since last year, mainstream manufacturers such as Samsung, Hisense, TCL, LG, etc. have accelerated their deployment of differentiated display technologies and actively promoted the marketization of high-end display products. In response, industry organization Lotu Technology predicts that global OLED TV shipments will reach approximately 7.5 million units, Mini LED TVs will reach 5.7 million units, and laser TVs will reach 400000 units by 2023, according to Huacheng Import and Export Data Observation.

From a technological perspective, the gradual popularization of artificial intelligence (AI) technology has also brought more possibilities for innovation in the television industry, and some television manufacturers have begun to use AI technology as a new driving force. Mainly reflected in the use of powerful big data systems, by analyzing user usage habits, making television increasingly compatible with users; Develop powerful voice interaction functions, allowing users to operate without the need for a remote control, and simply issue voice commands to control. Huacheng Import and Export Data Observation Report.

In short, with the continuous improvement of television intelligence, high-end, technological, and diversified technologies may lead the television industry to break through the tight encirclement.