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2021-06-30

QLED/OLED TV Shipment Projected to Break Records This Year Thanks to Brands’ Focus on Large-Sized, Mid- to High-End TVs Says TrendForce


Continued price hikes of TV panels, as well as a simultaneous shortage and price hike of semiconductor components required for manufacturing TV sets have forced TV brands in 2021 to reduce the shipment of their mid- and small-sized TVs in favor of the more profitable large-sized, mid- to high-end TVs instead, according to TrendForce’s latest investigations. This shift is expected to propel the annual shipment of QLED TV for 2021 to 11.02 million units, a 22.4% YoY increase. On the other hand, OLED TV shipment for 2021 is expected to reach 7.1 million units, an 80% increase YoY. As such, both product categories are expected to break records in terms of shipment this year.

It should be pointed out that, as increased vaccinations in Europe and the US bring about an imminent easing of border restrictions, TV demand generated by the stay-at-home economy is likely to slow down. In addition, TV panel costs have remained sky-high and shown no signs of downward movement. Hence, TV brands are moving towards larger product sizes and better specifications in order to maximize profits and minimize the financial losses incurred by selling mid- and small-sized TVs, which have relatively low margins. Given the downscaling of these less profitable models, TV brands’ annual shipments will likely suffer a corresponding drop. TrendForce therefore expects total TV shipment this year to reach 220 million units, a 1.4% YoY increase.

Samsung’s Neo QLED series will help propel annual shipment of Mini LED backlight TV to three million units in 2021

There has been a sharp drop in the profitability of mid- to small-sized TVs this year. In response, during the replacement period between old and new models, market leader Samsung Electronics has not only lowered the retail prices of its QLED products to attract consumers, but also released its new Neo QLED lineup, which features Mini LED backlights and resolutions ranging from UHD to 8K. Samsung’s QLED TV shipment is expected to undergo a 17% YoY increase to 9.1 million units this year, the highest annual shipment in history. In particular, Samsung’s lineup includes about 1.5 million Mini LED backlight TVs, mostly with 65-inch and 55-inch displays, and these sizes account for 33% and 30% of the company’s total Mini LED backlight TV shipment, respectively, while the ultra-large, 75-inch model will account for 17%.

TCL, on the other hand, released a relatively affordable 75-inch Mini LED backlight TV in 2020, with a 65-inch model released this year. TCL’s annual shipment of Mini LED backlight TV for 2021 will likely reach 800,000 units. Apart from the aforementioned two brands, Xiaomi and LG are also eager to enter the Mini LED backlight TV market. As such, TrendForce forecasts a total annual Mini LED backlight TV shipment of three million units for 2021.

While brands expand their production lines for OLED TVs, LG and Sony are expected to seize nearly 80% of OLED market share

At the moment, OLED TVs have been attracting consumer attention in the high-end TV market primarily due to their excellent image quality through high color saturation and contrast. As LG Display installs additional OLED capacity via its Gen 8.5 production line in Guangzhou this year, there will likely be a corresponding increase in OLED TV supply as well as a diversification of OLED TV sizes. Also, annual OLED TV shipment is expected to break records once again this year, as brands are willing to expand their OLED TV product lineups because strategic reductions in OLED panel costs have now significantly narrowed the gap between the cost of OLED panels and that of equivalent LCD panels, thereby giving OLED panels a cost advantage that allows TV brands to reap increased profitability. With regards to TV brands, LG Electronics remains the industry leader in terms of OLED TV shipment this year with a market share of more than 50%, while Sony takes second place with a 20% market share. Other Japanese brands (Panasonic, Sharp, etc.) and Chinese brands (Skyworth, Hisense, Xiaomi, etc.) are likewise expected to experience shipment growths going forward.

For more information on reports and market data from TrendForce’s Department of Display Research, please click here, or email Ms. Vivie Liu from the Sales Department at vivieliu@trendforce.com

2021-04-28

Chinese Suppliers Take Top Three Spots in TV Panel Shipment Ranking, with Combined Shipment of More Than 50% of All Suppliers, Says TrendForce

As Samsung Display (SDC) decided to extend the manufacturing operations of its Korea-based Gen 8.5 LCD fab, and tier-two panel suppliers are still slow to reassign their production capacities from TV panels to IT panels, TrendForce expects total TV panel shipment for 2021 to reach 269 million units, which is relatively unchanged compared to 2020 levels. Panel suppliers will continue to focus on large-sized TV panels this year in response to several industry-wide developments, including M&A, reduced production capacities, improved manufacturing technologies, and increased panel demand. Furthermore, as the persistent price hike of TV panels continues to reduce the profit margins of TV sets, TV brands have started to gravitate towards larger, more profitable TV sizes. TrendForce therefore expects the average TV panel size this year to increase by 1.6 inches and move towards 50 inches.

TrendForce analyst Jeanette Chan indicates that the shift towards large-sized panels is an effective means of expending the production capacity of panel suppliers. Case in point, due to the limited production capacity for TV panels in 1H21, not only are TV panels currently in short supply, but TV panel prices are also on the rise. On the other hand, the demand for TV panels in 2H21 will depend on several key factors: first, whether the increased retail price of TV sets will hamper consumer demand; second, whether the pandemic will be effectively brought under control as more countries begin vaccinations; third, whether the impending global economic recovery will be a significant one. And finally, whether a market bubble will appear as a result of TV manufacturers’ overbooking panel orders in anticipation of potential hindrances including the price hike of materials in the upstream supply chain, the shortage of glass substrates due to such accidents as facility fires, the shortage of IC supply, and the extended shipping times.

Thanks to their persistently rising production capacity and successful acquisitions, China-based BOE and CSOT, the two largest panel suppliers in the world, are expected to collectively account for about 40% of total TV panel shipment this year. At the same time, BOE and CSOT are actively improving their technologies and making a push for high-end products, such as 8K, ZBD, and AM Mini LED. By leveraging their improved technologies and available funds, the two companies are likely to extend their operations upstream by systematically undertaking vertical integrations.

On the other hand, HKC, which is currently raising its production capacity, has garnered much attention in the market amidst the current shortage situation of TV panels. Along with its Changsha-based H5 fab, which is set to kick off mass production shortly, HKC possesses four Gen 8.6 fabs in total. By raising its production capacity and engaging in additional strategic partnerships with tier-one TV brands, HKC is expected to enter the top three ranking of panel suppliers by TV panel shipment for the first time ever, with a shipment of about 41.91 million units this year, a 33.7% increase YoY.

Taiwan-based AUO and Innolux are expected to experience YoY decreases in their shipments this year as their production capacities are relatively limited, although both companies’ efforts to optimize their products and engage in cross-industry partnerships have brought them certain competitive advantages. In particular, AUO is leading the panel industry in developing not only ultra-high-end products, such as 8K+ZBD, but also Micro LED displays, whereas Innolux holds competitive advantages in product diversity and in-house ODM services. It should be pointed out that these two Taiwanese companies are able to deal with the current IC shortage situation better than their competitors because their parent companies have longstanding business relationships with IC design companies.

With regards to Korean suppliers, although LGD and SDC have both prolonged their LCD manufacturing operations in Korea in order to satisfy the current bullish market demand, the two companies are primarily focusing on transitioning their offerings to new products. LGD will expand the OLED production capacity of its Guangzhou fab in 2Q21 as part of its effort to dominate the OLED market. As for SDC, the company has dropped out of the top six ranking this year as a result of its lowered production capacity. However, new TV sets featuring SDC’s QD-OLED panels are expected to officially hit the market in 4Q21, in turn driving SDC’s yearly TV panel shipment to 2 million units in 2022.

For more information on reports and market data from TrendForce’s Department of Display Research, please click here, or email Ms. Vivie Liu from the Sales Department at vivieliu@trendforce.com

2021-04-28

LG Set to Exit from Smartphone Business Following Years of Losses, with Lower than 1% Market Share Projected for 2021, Says TrendForce

TrendForce’s investigations finds that LG manufactured merely 30.6 million smartphones last year, which represented a 2.4% market share. The Korean company took ninth place in the global ranking of smartphone brands by production volume in 2020. At the start of this year, LG began to consider either selling or shuttering its mobile phone unit.

Around that same time, it also suspended the R&D of new smartphone models. On April 5, LG announced the decision to fold up the mobile phone unit as it was ultimately unable to offset consecutive years of financial losses it suffered in the smartphone market. Based on the company’s current plan, the mobile phone unit will wind down its operation by the end of July, while its smartphone manufacturing operations will cease by the end of 2Q21.

TrendForce therefore expects LG to occupy a lower than 1% share in the smartphone market this year. Incidentally, the conditions for survival for smartphone brands have further deteriorated on account of the increasingly fierce market competition as well as the recent and continuing hike in component prices. Taken altogether, these developments will reinforce the trend of the dominant brands having more and more market share in the future at the expense of the smaller brands.

Regarding LG’s performance in the smartphone market during the recent years, the company spared no effort in high-end R&D, with such results as the LG Wing with a rotating screen and the LG Rollable, which, as the name suggests, features a side-rolling display. The latter model remained a concept and did not enter mass production.

Despite its efforts, LG however continued to lag behind in sales when compared with the other major brands, such as Samsung and Apple. LG had a relatively weak position in the high-end segment of the smartphone market. As for the mid-range and entry-level segments, LG could not match Chinese brands in terms of pricing. To optimize its cost structure, LG expanded the share of device production going to ODMs. Nevertheless, this action was too late to turn things around.

Samsung, Lenovo, and Xiaomi are likely to benefit from LG’s exit from the North and Latin American markets

LG’s smartphone business has become unprofitable since 2Q15; and its financial losses were further exacerbated after it made a gradual exit from the Chinese market in 2016. As of 4Q20, LG’s smartphone business suffered 23 consecutive quarters of financial losses, which totaled about 5 trillion KRW. Despite LG’s limited market share, however, its exit from the various regional smartphone markets will still benefit its competitors in those markets, in particular, the mid-range segment in North America and Latin America.

With regards to North America, LG’s market share there will be split among its Android-based competitors, including Samsung, Lenovo (Motorola), and other in-house, private brands owned by domestic telecom operators. With regards to Latin America, on the other hand, LG’s exit will more noticeably benefit Lenovo (Motorola) and Xiaomi.

Looking ahead to the rest of 2021, as vaccinations begin to take place around the world, TrendForce expects the smartphone industry, which fulfills a basic living necessity, to make a gradual recovery as well. Thanks to the general public’s cyclical replacement demand, as well as growing demand from emerging markets, total smartphone production remains unaffected by LG’s exit. As a result, TrendForce maintains its smartphone production forecast of 1.36 billion units for 2021, a 9% increase YoY.

For more information on reports and market data from TrendForce’s Department of Semiconductor Research, please click here, or email Ms. Latte Chung from the Sales Department at lattechung@trendforce.com

2021-03-24

TV Brands Projected to Place Top Priority on Large-Sized TVs and OLED TVs as Panel Prices Skyrocket, Says TrendForce

Owing to demand generated by the persistent stay-at-home economy last year and from the emerging markets in certain developing countries, global TV shipment for 2021 is expected to reach 223 million units, a 3.1% growth YoY, according to TrendForce’s latest investigations. The delay of UEFA Euro 2020 and the Tokyo Olympics until this summer will likely also play a role in driving up TV demand, regardless of whether live attendance will be allowed at the events. However, prices have increased repeatedly and considerably for not only IC components (used in TV set assembly), which are in shortage due to tight foundry capacities, but also TV panels. The price hike of TV panels has persisted since last June, with 32-inch panels, which are indicative of the rest of the TV panel market, reaching a massive 134% price hike for the period.

TrendForce’s investigations also show that the increase in panel prices has made it difficult for white-label manufacturers and tier 2/3 brands, which have traditionally relied on aggressive pricing to achieve their sales performances, to procure sufficient panels. Case in point, TV shipment from these companies has been gradually declining since last year. Conversely, suppliers have been giving major TV brands top priority ahead of the aforementioned companies to procure both panels and components because major TV brands generally place orders regularly and in large quantities. For the first time ever, the combined market shares of the top five brands, which are Samsung, LG, TCL, Hisense, and Xiaomi, surpassed 60% last year. This figure is expected to further increase to 62% in 2021, representing the fact that the TV market is progressively becoming an oligopoly.

As brands begin to favor large-sized products, 60-inch and larger TVs are expected to account for 17.7% of total TV shipment for the first time ever

With regards to various TV sizes, 32-inch panels have more than doubled in price since the start of the upturn last June. In response, TV brands have been transitioning their product lines to TVs that are at least 55 inches in size. More specifically, 55-inch TVs and ultra-large-sized TVs (60-inch and above) will account for 20% and 17.7% of the total TV shipment this year, respectively. Whereas the 20% shipment share of 55-inch TVs remained the same as last year, the 17.7% shipment share of ultra-large-sized TVs is 3.3% higher than last year’s figure. With regards to the annual shipment of ultra-large-sized TVs, 2021 marks a year of considerable growth compared to previous years, which generally saw YoY increases of 1-2%. This growth reflects the necessity for TV manufacturers to quickly leverage the consumer demand for large-sized TVs in order to maintain a stable growth in the industry, given the substantial price hike of TV panels.

As the difference between OLED and LCD panel prices narrows, TV brands are compelled to accelerate their OLED TV strategies

In response to the massive price hike of LCD panels, TV brands have begun to slightly raise the retail prices of TVs across various segments in order to keep up their bottom lines. However, if brands were to at once completely offload the increase in panel prices to the retail end, consumer demand would plummet as a result. A slow and gradual price hike is therefore expected to take place instead. Incidentally, it should be pointed out that the price hike of TV panels would be unlikely to stop in the short run even if the current panel shortage were alleviated in the future. As such, TV brands are expected to have limited room for profit growth in 2Q21.

The OLED panel market, on the other hand, has taken an opposite turn compared to the LCD market. For instance, prices of 55-inch UHD OLED panels were four times the prices of equivalent LCD offerings at the start of 2020, 2.9 times at the end of 2020, and 2.2 times in 1Q21, while prices of LCD panels underwent monthly increases. In addition to the narrowing gap between OLED and LCD panel prices, the panel industry’s production capacity for OLED panels saw a major boost thanks to the capacity expansion of LGD’s Gen 8.5 fab in Guangzhou. TrendForce expects OLED TV shipment for 2021 to reach 6.76 million units, a staggering 72% increase YoY, as OLED offerings become the top strategic priorities of TV brands in the high-end TV market this year.

For more information on reports and market data from TrendForce’s Department of Display Research, please click here, or email Ms. Vivie Liu from the Sales Department at vivieliu@trendforce.com

2021-03-09

Unaffected by Seasonal Headwinds, Global Smartphone Production Declines by Mere 6% in 1Q21, as Total Yearly Production Likely to Reach 1.36 Billion Units, Says TrendForce

Owing to high sales of the iPhone 12 series as well as an aggressive device production strategy by Chinese smartphone brands in response to sanctions on Huawei, which has lost considerable market share as a result, global smartphone production for 1Q21 is likely to reach 342 million units, a YoY increase of 25% and a QoQ decline of just 6%, according to TrendForce’s latest investigations. Historically, smartphone production tends to experience a QoQ drop of around 20% for the first quarter as demand collapses from the peak-season level of the fourth quarter of the preceding year. However, the performance of the first quarter of this year is expected to defy seasonality.

Smartphone production for 4Q20 is estimated at 364 million units, while Apple ranked first in terms of production volume

Even though the share of high-end models in global smartphone sales shrank in 2020 due to the COVID-19 pandemic, Apple was able to push through the headwinds and capture market share by introducing 5G models and adopting an aggressive pricing strategy. Apple produced 77.6 million units of iPhones in 4Q20, an 85% increase QoQ, thereby overtaking Samsung and ranking first amongst all smartphone brands. It should also be pointed out that iPhone 12 devices accounted for about 90% of the iPhone production in 4Q20. For 1Q21, sales of iPhone 12 devices remain strong, and total iPhone production is expected to reach 54 million units, with iPhone 12 models again accounting for about 80% of this figure. Looking further ahead, Apple plans to launch four new flagship iPhone devices in 2H21 and is likely to adhere to its aggressive pricing strategy. Regarding hardware advances, Apple will upgrade its mobile SoC to the A15 bionic SoC. Other than that, it will optimize various existing functions of the iPhone device. On the whole, the four upcoming flagship models can be regarded as extensions to the iPhone 12 series.

Samsung posted a QoQ decline of 14% in its smartphone production to 67 million units for 4Q20, thereby taking second place in the quarterly ranking. Its performance was affected by the competition from the new iPhone devices and the end of stock-up activities that were related to the year-end holiday season in North America and Europe. Moving to 1Q21, Samsung has released the new lineup of its flagship Galaxy S21 series in advance so as to maintain its market share in the high-end segment. At the same time, Samsung has adopted promotional pricing to boost the sales of its latest devices. Samsung’s quarterly smartphone production volume will likely reach around 62 million units for 1Q21. For the whole 2021, TrendForce expects Samsung to top the annual ranking of brands by production. Nevertheless, retaining the leadership position will be increasingly challenging for Samsung as it has been losing market share to several Chinese brands that have risen rapidly over these past few years. Regarding product strategy, Samsung will likely combine the Galaxy Fold series, equipped with foldable displays, with the Galaxy Note series, which offer large-sized displays, into the same flagship lineup. The main focus of Samsung’s sales efforts will still be on the Galaxy A series that encompasses models across the high-end, mid-range, and low-end segments of the price spectrum. To effectively compete against Chinese brands that boast better price-performance ratio for their devices, Samsung will maintain high specifications and a price advantage for Galaxy A devices.

OPPO (including OPPO, OnePlus, Realme), Xiaomi, and Vivo produced 50 million, 47 million, and 31.5 million units of smartphones respectively in 4Q20, which placed them at third, fourth, and sixth places. Looking ahead to 1Q21, the three aforementioned smartphone brands are expected to maintain an aggressive production target and actively expand in both the overseas and domestic markets. Nonetheless, potential growths in their actual production volume will be limited by the current shortage of production capacities across the foundry industry. In terms of product strategies, the three Chinese brands will remain aggressive in their R&D activities for high-end models as they seek to take over Huawei’s previous position in this segment. In particular, Xiaomi and OPPO have been seizing market shares with the highly cost-effective Redmi and Realme series, respectively. Notably, Xiaomi is expected to achieve a better performance in terms of market share for the whole year due to its earlier expansion in the overseas markets.

In response to heightened China-U.S. tensions, Huawei maintained a high inventory of components, which allowed it to effectively mitigate the impact of sanctions from the Department of Commerce. As such, Huawei recorded a quarterly production volume of 34.5 million units in 4Q20, a 21% decrease QoQ. This performance was sufficient to land Huawei in the fifth place in the production ranking for the quarter. Going forward, if suppliers of relevant smartphone components are unable to obtain approval to ship to Huawei by the end of 1Q21, then Huawei is expected to experience a noticeable cutoff of material supplies by the end of 2Q21. Furthermore, after being officially sold off by its parent company Huawei in early 2021, Honor is similarly facing the issue of foundry capacity shortage, which is projected to constrain the production volume of new Honor for the entirety of 2021.

2021 Ranking of smartphone brands by market share remains under scrutiny as LG suspends R&D of new products

LG has been considering either closing down or selling off its smartphone business since early 2021 while also suspending the R&D of new models. This has introduced additional uncertainties into the smartphone market following Huawei’s diminished presence. Although LG was relentless in innovating and developing high-end smartphones in the past, its sales performances lagged behind more competitive offerings from Samsung and Apple in the high-end segment. In the entry-level and mid-range segments, LG similarly fell short of Chinese brands, whose products enjoyed a pricing advantage. As a result, LG’s smartphone market share underwent gradual YoY declines since 2016, finally coming to ninth place in the global smartphone production ranking in 2020. Going forward, LG will concentrate its sales efforts in the Americas, while its market share is expected to fall to other brands, including Samsung, Xiaomi, and even certain telecom companies’ in-house brands.

For the rest of 2021, as the pandemic gradually slows down, the smartphone industry, which provides an essential daily necessity for the public, is likely to make a recovery as well. Given the industry’s cyclical replacement demand as well as demand from emerging regions, TrendForce projects the total smartphone production volume for 2021 to reach 1.36 billion units, a 9% increase YoY. It should be pointed out that the recent shortage in foundry capacities has led to a very limited supply of smartphone components, such as AP and TDDI. This means most smartphone brands have to make do with the materials they are able to obtain, even if such materials constitute a bottleneck in the manufacturing process. As a result, the boundaries between what would otherwise be off seasons and peak seasons will be relatively ambiguous this year, resulting in a smaller magnitude of QoQ growths.

For more information on reports and market data from TrendForce’s Department of Semiconductor Research, please click here, or email Ms. Latte Chung from the Sales Department at lattechung@trendforce.com

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