According to reports, the latest research report of Jibang Consulting Optoelectronics Research Center (WitsView) shows that in 2017, the global LCD TV brand shipments were 210 million units, down 4.1% annually. Looking forward to 2018, WitsView estimates that global LCD TV brand shipments will rebound to 218 million units, an annual increase of 3.9%, driven by factors such as significant panel price reductions and demand recovery. Yang Qingxiang, vice researcher of WitsView, pointed out that the panel price has reversed downward in the second quarter of this year, and the average has already dropped by more than 17%. With the promotion of China's double eleventh festival and European and American black Friday stocking, the shipment of TV brands. The strength continues to strengthen, and the brand also hopes that this momentum will continue until the Spring Festival next year. Major sports events such as the Winter Olympics, the North American Super Bowl and the World Cup will be expected to continue to heat up the TV market. Samsung Electronics continued its profit-oriented strategy in 2017. In addition to the high-priced QLED TVs in the high-end market in 2018, the shipments of large-size 49-inch and 4K high-resolution products will exceed 50%. Although the gross profit of small-size products below 49 inches is not good, Samsung will seek cost optimization by increasing the proportion of outsourcing. Although the pursuit of gross profit strategy may make Samsung's shipments decline by 1% next year, it still does not lose its leading position. This year's OLED TV performance is eye-catching, with shipments increasing by 72% year-on-year to 1.5 million units. The main brands of OLED camp, LG Electronics and Sony, will continue to use OLED to attack the high-end TV market next year. The overall TV shipments of the two brands in 2018 are expected to maintain a small growth. TCL Group's upstream and downstream vertical integration panel (CSOT), foundry (TCL) and brand (TCL) strategies have achieved remarkable results this year, with shipments estimated to rise to 14.3 million units, ranking third, and shipping next year. The volume will continue to grow, and the annual growth rate is expected to reach 6.7%. The vertical integration mode not only ensures the stability of the panel supply, but also makes the brand more flexible in the cost allocation of the whole machine, which can be used as a reference for other brands to develop in the future. Hisense, another Chinese brand in the top five shipments, is at a competitive disadvantage due to the lack of upstream panel plant resources in the group. Actively exploring overseas markets will be a key strategy for Hisense to maintain growth. Hisense announced the purchase of Toshiba TV's 40-year global operating rights, which is an important layout for the expansion of Haikou. On the contrary, the Foxconn Group originally owned Sharp's panel resources and a complete foundry supply chain. This year, it joined the Group's group-created panel-plus machine production model, driving the Sharp brand's TV shipments to 9.4 million units this year. The growth rate is as high as 97.5%. Next year, Sharp's shipments will have a chance to move toward more than 12 million units. Although it is still unable to squeeze into the top five in the world, it will continue to pose a threat to Chinese brands such as Hisense and Skyworth, which lack panel resources. Looking back on 2017, TCL stood firm in the top three brands and the strong return of the Sharp brand, showing that the vertical integration model of the future panel, machine OEM and brand will be the key layout for the brand to stabilize the market and continue to grow. Looking forward to 2018, in addition to large-size, high-resolution and OLED TV product upgrades still play an important role, next year's major sports events are also expected to stimulate market demand. Based on the above factors, WitsView predicts that global LCD TV brand shipments will grow to 218 million units in 2018, an annual increase of 3.9%.
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