Advanced Television

Data: Chinese panel makers increase market share

May 16, 2023

By Chris Forrester

The two Chinese giant TV panel makers, TCL and Hisense, have gained significant market share according to data from Omdia’s TV Display & OEM Intelligence Share.

The paid now hold a 24 per cent market share for their Q1 2023 trading, and up from 22 percent for the same period last year. A 4-year average shows a 19 per cent market share.

Omdia says TCL and Hisense’s growing market presence has been fuelled by increased purchasing from Chinese panel makers, including BOE, ChinaStar, HKC Display, CHOT, and CEC-Panda. The report indicates that 76 per cent of the LCD TV panels purchased by these two firms in 2022 were sourced from Chinese suppliers, an increase from 73 per cent in the previous year and just 58 percent in 2019.

This shift indicates an increasing preference for domestic sourcing, which helps Chinese TV manufacturers leverage their supply chain efficiencies and better manage their production capacity.

If there are winners, then someone must suffer and that translates to Samsung. Omdia says: “In contrast, long-standing market leader Samsung has seen a downturn in its global market share. The South Korean giant held a 13 per cent share in 2022, a notable decrease from its 18 per cent share in 2021. This downward trend may be linked to the withdrawal of Samsung Display and LG Display from the LCD TV panel business in 2023, which has created procurement challenges for South Korean TV manufacturers.”

“Our report shows that TCL and Hisense’s increasing joint panel purchasing volume share is narrowing the competition gap with Samsung, which now stands at 14 per cent for LCD TV panel purchasing power,” said Deborah Yang, Chief Analyst in Omdia’s Display research practice. However, she noted, “a gloomy forecast for global TV market demand continues to discourage Chinese panel makers.”

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