LCD TV shipments decrease 24% on quarter in 1Q15
The global shipments of LCD TVs in the first quarter of 2015 totaled 51.4 million units, according to WitsView. This figure translates to a quarterly decline of 24%. In addition to the first quarter being an off-peak season, there were other forces causing the shipment decline. One factor was the lowering of spending power in Europe and emerging markets due to the depreciation of various currencies. The saturation of China’s domestic market was also another important reason.
Samsung Electronics and LG Electronics were still number one and two in the global LCD TV shipment rankings for the first quarter, holding 20.4% and 14.6% shares respectively. The positions of the two top Korea vendors have been solid even though they did not engage in aggressive promotional activities during the off-season. Going forward, Samsung and LG intend to secure their rankings with a strong product lineup. Both have launched small-size, economical models and will be raising the shares of large-size and Ultra HD (4K) models in their respective product mixes. In the high-end market, the two top vendors are also aggressively promoting products based on quantum dot technology.
China-based vendors TCL and Hisense were in third and fourth place in the first quarter shipment rankings with 6.9% and 6.4% market shares, respectively. They together have managed to push the Japan-based electronics giant Sony down to the fifth spot.
Sony performed well in 2014, but it has decided to modify its strategy for 2015. The company is now focused on high-end and niche markets rather than pursuing shipment growths for their own sake. Sony’s shipments in first quarter of this year reflected this strategy adjustment, and it ranked fifth place with a 5.6% market share.