In recent years, the once-stable television market has witnessed a flood of new entrants, with numerous tech companies joining the fray. This surge includes many unfamiliar names, each vying for attention through aggressive marketing campaigns and claims about sales figures and performance metrics. However, beneath all the hype, the Chinese television market has shown concerning signs of contraction, reportedly declining by 20% in the latter part of the year. This raises concerns about the sustainability of these nascent firms.
Following the early successes of brands like Xiaomi and LeEco, several other tech giants have ventured into the smart TV sector. These newcomers often employ direct-to-consumer sales models and leverage contract manufacturing to maintain low overheads and offer competitive pricing. According to reports cited by Taiwan's e-times website on July 20, the global TV market struggled in the first half of the year, with decreased demand across major regions such as China, North America, and Europe. Established players like Samsung, LG, Sony, and Chinese brands including Hisense, Changhong, Konka, and Skyworth faced inventory backlogs.
The weak consumer appetite has led to a reduction in the demand for TV panels, causing prices to fall. Industry data suggests that during the first half of 2017, the Chinese TV market saw shipments drop by over 20% compared to the previous year. Although some domestic brands increased their export volumes, overall inventory levels remained elevated. Newer entrants, outside the traditional manufacturers like Konka and TCL, have not yet felt the pinch of excess stock.
Industry consultancy Sigmaintell predicts that in the third quarter of 2017, the demand for TV display panels from Chinese manufacturers will drop by 9% year-on-year to 17 million units, while the demand from international brands is expected to decrease by 10% to 24 million units. The inventory cycles for Chinese manufacturers have lengthened from six weeks under normal conditions to 7.4 weeks, whereas overseas manufacturers have seen their cycles extend to 10.6 weeks.
Notably, Sharp of Japan has begun curtailing its supply of display panels to external TV manufacturers, creating shortages for Samsung, LG, and Sony. This has driven up product prices, negatively impacting TV sales globally. As a result, Samsung Electronics, a dominant player in the global TV market, has revised its annual sales target downward from 44 million units to between 44 and 45 million units.
For global TV manufacturers, another concern arises from the strategic moves of Foxconn following its acquisition of Sharp. Under Terry Gou's leadership, Sharp is aggressively boosting its TV sales and market share. Originally aiming to double its sales to 10 million units by the 2018 fiscal year, Sharp now projects sales exceeding 14 million units this year. To achieve this growth, Sharp has had to compromise on profit margins, transforming from a premium brand to a price competitor in the Chinese market. During this year's June e-commerce promotions, Sharp reportedly achieved strong sales rankings.
For those interested in smart TVs and set-top boxes, resources like the influential Smart TV Information Network and Sofa Butler (http://) provide valuable insights into the latest developments in the smart TV ecosystem, covering everything from hardware to software solutions. These platforms serve as go-to destinations for enthusiasts seeking information, community engagement, and expert advice on smart TVs and related products.
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