Date:14th Nov 2011

WitsView: LCD TV shipments in 2011 to grow by 7% to reach 201 million units

According to WitsView's market data on its LCD TV brand vendors and TV SI makers indicates that the total global LCD TV shipments in 2011 will reach roughly 201 million units, up by 7% YoY. For 2012, the aggregated LCD TV shipment is currently forecast to hit 221.5 million units, up by 10% YoY. Taiwan's TV SI shipments are expected to reach 45 million units in 2011, accounting for 22.4% of the worldwide market. This figure is projected to grow to 60~62 million in 2012, further increasing their global market share to 27~28% (Table 1).

Global LCD TV shipments increased by 19% QoQ in 3Q11; 10~13% quarterly growth projected for 4Q11
WitsView research director Burrell Liu indicated that the credit crisis in Europe and the US has been a key reason behind the conservative shipment figures posted by global LCD TV brand vendors in the first half of 2011. Despite a 19% quarterly shipment growth in 3Q11, the positive effect on the overall panel supply chain will be limited, as the brand vendors decreased their annual shipments for 2011. In 4Q11, with the Chinese Lunar New Year not too far away, global LCD TV shipments is expected to grow by 10~13% QoQ.

In terms of the major vendors' performance in 2011, Sharp mostly concentrated its sales in the Japan market. Meanwhile, Toshiba witnessed weakening sales this year, where it focused mainly in Japan and Europe. Sony, has sales regions across Europe, US and Japan, However, the regions' sluggish demand, Sony's slow marketing strategy responses have both taken toll on its financial results and rendered its annual shipment target decrease to 20 million units, a whopping 7% decrease from the original forecast.

Turning to Panasonic, due to the procurement of Sanyo, it has boosted its overall market share. However, from a different perspective, it has also created more profit pressures. Aside from planning to sell its G6 TFT-LCD production line located in Japan's Mobara, Panasonic will also scale back its G8.5 production output. It has yet to be seen, in terms of how it will adjust its future direction in the LCD TV market. On the other hand, as Philips focuses mainly in the Europe market, it was also hit by the Europe credit crisis.