What They Say
Sigmaintell published its forecasxts for the global TV set sell-in market for Q2 and Q3 and expects Q2 to be down 8.8% from last year at 48 million units. Q3 will be closer at just 1.8% down. The shipments in Q1 2022 were down 7.1% to 51 million. Overall, the firm expects the market to get to 222 million this year, down 4.9% and the lowest level in 10 years. It points out the demand and geopolitical issues impacting demand and said that the top brands are are being very conservative.
The firm said that by brand:
- Samsung has been severely hit with shipments of less than 20 million sets in the first half of the year, but reaching slightly over 40 million for 2022. Inventory control is likely to be Samsung’s priority.
- High end demand for LGE and Sony in Europe has not been as good as hoped. LGE maintained a relatively high level of procurement in the first quarter, it began to shrink its procurement strategy in the second quarter to control the continuous growth of inventory. Sony is also ccnservative in procurement.
- The Vidda brand has done well for Hisense in China, but sales around the rest of teh world have been weak. Its volume and share is still expected to rise.
- TCL has been impacted even though its Thunderbird brand has done well in China. It’s current inventory is said to be ‘healthy’ so the firm may be able to exploit that in the second half of this year.
- Xiaomi has changed its strategy in China from taking share to balancing share and profit, but it is struggling to grow in China with competition from Hisense and TCL.
Sigmaintell feels that the industry has not been able to increase ASPs with better technology which it calls a ‘Pseudo-Upgrade’. It sees increasing refresh rates as a way to boost the user experience that may help to drive revenue and ASP growth. The influence of higher refresh rates for gaming in smartphones, notebooks and monitors will help promote demand.
According to research data from Sigmaintell, the global shipments of 120Hz high-refrsh panels will exceed 25 million in 2022, a YoY increase of over 30%. The firm believes that 80″+ sets will also help to drive value in the market.
What We Think
There are a number of charts in the graphic below – you should be able to scroll through them. I don’t think there is anything unexpected here. The different situation for brands is interesting. (BR)
