Electronics

In 2022, the global TV terminal market was affected by war, epidemic and inflation, and the overall sales and agent sales were not ideal. However, the fine-tuning of the outsourcing strategy entrusted by the enterprise and the expected difference of the brand on the market demand have made the overall OEM market shipments relatively stable.

According to customs data, in the whole year of 2022, the global TV OEM market as a whole (including Changhong, Skyworth, Konka and Hisense's four self-owned factories) shipped 101 million sets, up 3.4% year on year in 2021 and down 6.6% year on year in 2020.

In the first half of 2022, the market was relatively stable, basically unchanged from the same period in 2021. In the second half of 2022, the TV OEM market will start its peak season, and the World Cup sports promotion will be superimposed in addition to the domestic traditional Double 11 and overseas Black 5 promotion seasons; At the same time, the price of the panel stopped falling, which confirmed the BOM cost of the TV set at the bottom, and the brand manufacturers began to take an active attitude towards placing orders and picking up goods. As a result, the annual shipping level was raised.

According to customs data, within the statistical range, the total number of shipments from the world's top ten professional OEM factories (excluding the four brands' own factories) was 76.168 million, an increase of 0.6% year-on-year in 2021, accounting for 75.7% of the global OEM total.

Ten professional agent factories rose and fell by half. Among them, MOKA (Maojia) and BOEVT (Video), as representative factories with stable brand outlets and panel resources respectively, have significant core competitiveness, with 25.8% and 40% growth compared with the same period last year, ranking the top two in the top 10 professional representative factories.

TPV (TPV) ranked first in 2022, with a shipment of 13.57 million units. However, as an absolute head manufacturer, the performance was lower than expected, down 4.2% year on year. The shipments of its own brands Philips and AOC account for more than 40% of its factories. In 2022, Philips' strategic expansion in the European market was not smooth, with shipments falling by about 7% year on year. At the same time, the main customers, Bestbuy and Vizio, have declined by about 40% compared with the average year of 2021. Hisense's OEM orders doubled in 2022, becoming the largest customer except its own brand, accounting for 13%. It is estimated that the total number of TPV shipments in the first quarter of 2023 will be about 2.8 million, which may decrease by 20% year on year. TPV will continue to bear pressure in 2023.

MOKA (Maojia)'s annual shipment in 2022 exceeded 12 million units, and its annual ranking rose 2 places to the second place, with a year-on-year increase of 25.8%. In the second half of 2022, the factory's shipment volume was rare and stable, and remained at the level of million for six consecutive months. The Group's own brand TCL and its overseas customers Panasonic's significant increase in volume has become the main contribution to its rise in the current year.

Foxconn (Foxconn) ranked the third in the number of professional factories in 2022, reaching 8.89 million units, down more than 10% year on year. Among them, Sharp shipped about 4.1 million units and Sony shipped about 4.5 million units. The concentration of customer groups has led to the lack of flexibility of factories in the context of the decline of the global terminal market.

AMTC (Mega Chi) ranks the fourth in the professional agent factory. The annual shipment volume in 2022 is about 8.5 million units, down nearly 20% year on year. It is mainly based on overseas markets, and the poor demand has seriously affected the performance of the year.

BOEVT (Video)'s shipment volume in 2022 was slightly more than 8.2 million units, with a year-on-year growth of more than 40%, making it into the top five in the list of professional factory shipments. The main customer structure includes overseas Samsung, Vizio, LG, Bestbuy and domestic Xiaomi, Hisense and Huawei. Among them, the most important increment comes from Xiaomi, the largest customer. The proportion of Xiaomi's shipments has increased from about 30% in 2021 to nearly 40% in 2022. Vizio and LG doubled their growth. According to customs data, it is noteworthy that in 2022, VT entered into the intelligent projection OEM business and realized the shipment of millet and nuts; Together with its ODM businesses such as display and flat panel, it is more conducive to the impact of the overall factory's revenue of more than 30 billion yuan in 2023.

KTC (Kangguan) will ship about 7 million units in 2022, ranking sixth among professional factories, down about 10%. The number of customers in the Middle East, Africa and Latin America increased significantly year on year, filling the decline in shipments from other regions. Its customer base is relatively scattered, and Xiaomi, FineStar, Mondale, Brazil, and GRUPOKAYVE, Panama are some of its main customers.

HKC (Huike) will ship about 5.2 million units in 2022, ranking seventh among professional agent factories. The internal panel business customer group of the group is relatively complete, and the panel price settlement is relatively market-oriented, which has contributed a lot to its overall ODM business. The next growth potential is worthy of attention.

According to customs data, among other professional factories, Express Luck's shipment volume in 2022 was nearly 5 million units, with a sharp increase of more than 20%. Innolux (Group Innovation) will ship about 3.1 million units in 2022, down more than 20% year on year, and its performance has declined significantly. It is exiting the ranks of leading manufacturers.

For the self-owned factories of the four major brands (Changhong, Skyworth, Konka and Hisense), the annual shipments have achieved remarkable growth. According to the customs data, Changhong OEM shipped about 9.1 million sets, and it began to add domestic OEM in 2021, which was more than one million in that year. Private brands other than OEM will ship about 3 million sets in 2022, up more than 15% year on year.

In addition, Skyworth OEM shipped nearly 7 million units, Konka OEM shipped about 2.7 million units, and Hisense OEM shipped about 1.3 million units.