This year's fierce sales of 65-inch products far exceeded the expectations of the entire industry. During the Double 11′s, LeTV Super TV 65′′ product X65 sold out of stock even across the entire network. Whether in Leshi Mall or the third-party platforms Tmall, Jingdong, X65 have all become in short supply products, and the appointment period on Leshi Mall is adjusted. It is 15 to 16 weeks.
According to WitsView, a panel market research institute, 65-inch TV demand is strong at the end of this year, and panel makers are more confident that they will push for 75-inch panels of larger sizes to grab the market next year.
This year, the demand from major markets including the mainland and the United States has been warming up, and the global LCD TV shipments have increased slightly by 1.6% to 219 million units. Moreover, the shipping size has changed a lot, 32-inch panel shipments have been declining, and demand for large-size TVs with a size of more than 50 has skyrocketed. This year's 32-percent shipment of television shipments has been reduced from the previous 30% to 29.1%, and will drop to 27% next year.
Qiu Yubin, Senior Research Associate of WitsView, pointed out that this year, panel makers are pushing for 65-inch panels, sprinting dazzling sales performance in the mainland and US markets, and further developing to larger sizes next year, with the main products locked at 75-inch panels.
This coincides with LeTV’s big-screen marketing strategy. In 2013, LeTV's first TV product was marketed and positioned on the 60-inch market. Since then, it has continued to promote the popularization of large screens and dig deeper into the operation value of large-screen and large-screen terminals.
Thanks to this strategy, LeTV has started from scratch in the past four years, and by the end of October this year, the total sales volume of Super TV has reached nearly 9 million units. In 2016, LeTV’s total sales volume is expected to reach 5-6 million units, while China’s sales are expected to reach 7 million units. However, LeTV’s founder Jia Yueting made it clear that the first 7 million units and LeTV’s 6 million units There is a big difference between the two: First, the vast majority of the 7 million users in the first place are non-internet users; secondly, the first place has a relatively high share of products under 40 baht; thirdly, even in the 40-plus TVs, The performance and function of the "Friendly Business" TV and LeTV's TV are also different from each other.
In response to the above situation, the panel maker plans to promote 75-inch panel price reductions next year. Mainland TV manufacturers are also interested in launching larger-size TV products. LeTV's uMax85 is expected to be on the market soon, and the sales of its 120-inch product, uMax120, launched in 2015 has also been refreshed in the large-screen market.
In addition to large-size TV panels, UHD panel is another highlight. This year UHD TV penetration increased by 10 percentage points compared to last year and came to 23.9%. UHD TV penetration is expected to increase year by year and will increase to 28% next year.
Curved TV also occupies a certain market, in addition to Samsung, mainland TV manufacturers such as TCL, Hisense, LeTV, etc. also have ink. WitsView estimates that the surface TV penetration rate will be about 4% this year and will increase to 5% next year.
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