1. liquid crystal(LCD)Analysis of Regional Pattern of TV Industry

1. Global regional patterns

According to data from the Champ Consulting Group, in the global display market,2022The annual industry output value is1998Billion US dollars, a year-on-year decrease of more20%. Among them, the output value of the display device (panel) is about.1100billion dollars, a year-on-year decline close27%; display material output value approx.766Billion US dollars, a year-on-year decline of nearly13%; Display equipment output value120Billion US dollars, a year-on-year decrease of more9%。

It is worth mentioning that China's display industry has overcome many challenges and shown strong resilience,2022The annual industry output value will be close5000100 million yuan, the global market accounted for more38%. In terms of investment, the Chinese market continues to maintain its vitality, the investment structure has improved significantly, and the investment in materials is close750Billion yuan, for the first time more than the device, the investment direction is obviously fromLCDToOLED、Micro LEDand part of the upstream material transfer.

In 2022, the total annual shipments of panel factories in mainland China will reach1.69Billion pieces, year-on-year growth5.7%, the proportion reached66.9%, more2021Annual promotion4.7percentage points, refresh the historical high value. If you do not consider the current ranking of the lastCEC(CLP), the other four panel factories in mainland China have achieved double growth in volume and market share.

Chinese mainland panel manufacturers play an important role in the market voice, not only in market share, but also in last year.10The monthly panel price twist and fall to rise this change, but also has been significantly reflected.

Taiwan Department Panel FactoryInnolux(Qunchuang) andAUO(Youda)2022The annual consolidated market share is17.7%for the first time back20%The following, compared2021Decrease in year2.4Percentage points, shipments fell by up13.6%。

WithSDC(Samsung Display) discontinuation andSharpSharp downward revision of (Sharp)UTThe annual combined market share of Japanese and Korean panel factories reached the lowest value in the past three years.15.4%, more2021Annual decline2.3percentage point.

2. Manufacturer pattern

Within the scope of statistics, the world's ten panel factories rose and fell by half, the differentiation further intensified, showing the strong and strong Matthew effect. Specific quantity distribution6000million,3000million,1000Ten thousand pieces are three critical lines, divided into four camps: head, neck, waist and tail.

Head ManufacturerBOE(BOE) is large sizeLCDThe only leader in the panel industry,2022Annual shipments further increased to exceed6200The sales performance of 10,000 pieces is far ahead of the curve.2021Year-on-year increase2.2%The market share reached the highest value in history.24.7%。

30 million slices above the neck camp haveCSOT(Huaxing Optoelectronics),HKC(Huike),Innolux(Group) Three panel factories, ranking relatively stable. Among them, the mainland panel factoryCSOTandHKCrespectively about4500Ten thousand pieces and4200The shipment volume of 10,000 pieces ranked second and third respectively, with year-on-year growth respectively8%and10%, the market share is respectively.18.0%and16.7%, ascension1.6percentage points and1.8percentage points, becoming the two panel factories with the largest increase in the market. One of the two tigers in TaiwanInnoluxAlthough it continues to be in the neck camp, the volume of the last two years has been in a state of continuous decline,2022annual shipment3100Ten thousand pieces, year-on-year decline7.7%。

1000-30 million pieces of the waist camp are:LGD、CHOT、AUOandSharpFour panel factories. Among them, Korean manufacturersLGDShipment Exceeds2200Ten thousand pieces, to achieve a slight growth.0.2%; Mainland manufacturersCHOT(Rainbow Photoelectric) Shipment approx.1600Ten thousand pieces, year-on-year growth13.6%, is the panel factory with the largest annual shipment growth;AUOand Japanese manufacturersSharpThe amount of matter in130010,000 pieces up and down, year-on-year decline in-24%Left and right.

The waist camp is the next group of manufacturers with the most intense and difficult desire to survive and the largest variables. Under the premise that it has been clear that the fundamentals of traditional market demand are difficult to change greatly, the manufacturers in this camp will face the choice of not transforming their products to narrow customers and new scenarios, or actively exiting or accepting mergers and acquisitions.

Korean manufacturerSDCand mainland manufacturersCEC, shipments were approximately400Wanhe250Ten thousand pieces, fell in1000The tail camp below 10,000 pieces fell more than the same period last year.30%, the market share has been less2%. Broken tail is difficult to avoid, the new tail will be produced in the waist manufacturers.

3. Size pattern

In 2022,32Inches are still the largest size, with shipments exceeding7800Ten thousand pieces, year-on-year growth19%, became the size with the highest year-on-year growth, accounting for a percentage31%, more2021Year of substantial increase5.4percentage point.32The inch can effectively play a role in the current volume, mainly concentrated in the rapid expansion of production capacity of mainland manufacturers.

42/43 inch and55inch respectively19.2%and14.1%The share of the second and third.42/43Inch shipment exceeds4800Ten thousand pieces, a year-on-year increase of about1%, in which43InchBOEA dominant company, with annual shipments exceeding160010,000 pieces, with a market share of approximately35%。55In the competition,CSOTHighest market share, total shipments1100Ten thousand pieces, accounting for about31%The combined proportion of mainland panel factories reached66%。

In65In the competition,BOEandCSOTThe merger of the two major manufacturers accounted for more66%, more2021Annual promotion3.2percentage point.HKCFrom2021After mass production in the second half of the year,2022Annual production increased steadily, with annual shipments of approximately80Ten thousand pieces, accounting3.3%。

75 inch shipment approx.1000Ten thousand pieces, year-on-year growth7.5%, the increase ranked third,CSOTandBOEThe merger of the two major manufacturers accounted for more80%。75More than inch shipment400Ten thousand pieces, a year-on-year increase of about19%, rose slightly more32inch.

2. liquid crystal(LCD)Suggestions on Layout Optimization of TV Industry

Seize the opportunity of new display technology, accelerate the transformation and upgrading

Champu Consulting believes that LCD(LCD)The TV industry is facing challenges such as saturation of market demand, fierce price competition, and lack of technological innovation. It needs to adjust its development strategy in time, seize the opportunity of new display technology, and accelerate its transformation and upgrading. New display technologies includeOLED、Mini LED、Micro LED、QD OLEDThey have higher color expression, contrast, response speed, energy-saving performance and other advantages, can meet the needs of consumers for high-end smart TV, but also can expand more application scenarios, such as car, folding screen, meta universe and so on.

According to data from the Champ Consulting Group,2022Global YearOLEDTV shipments reached1000Ten thousand units, up year on year50%, the market share reached4.5%. expected2023At the end of the year,OLEDTV shipments will reach150010,000 units, the market share will exceed6%。OLEDTV has become the mainstream choice in the high-end TV market, mainly by South KoreaLG Displayand BOE China to provide panel supply. At present, Chinese mainland panel manufacturers are actively layoutOLEDIn the field of television, such as Huaxing Optoelectronics, Vicino, Wyco, etc. have been put into production or plan to put into production.OLEDTV panel.

Mini LED is a backlighting technology by using smaller and more denseLEDThe lamp beads are used as a backlight source to achieve higher brightness, contrast and dynamic range.Mini LEDcan be associatedLCDPanel combination to enhance the display effect of LCD TV, can also be combinedOLEDPanel combination, liftingOLEDThe brightness and life of the TV. According to data from the Champ Consulting Group,2022Global YearMini LEDBacklit TV shipments reached500Ten thousand units, up year on year150%, the market share reached2.3%. expected2023At the end of the year,Mini LEDBacklight TV shipments will reach100010,000 units, the market share will exceed4%。Mini LEDBacklit TVs have become an important competitiveness in the mid-to-high-end TV market, mainly supplied by Taiwan Qunchuang and AUO. At present, Chinese mainland panel manufacturers are acceleratingMini LEDBacklight technology research and development and mass production, such as BOE, Huaxing Optoelectronics, Rainbow Optoelectronics, etc. have been launched or plan to launch.Mini LEDBacklit TV panel.

Micro LED is a self-luminous technology, through the use of micron-levelLEDAs a pixel unit, the chip achieves higher resolution, brightness, color and response speed.Micro LEDcan be associatedLCDorOLEDpanel combination, lifting the LCD orOLEDThe display effect of the TV can also be directly used as a display screen to achieve an oversized and seamless splicing effect. According to data from the Champ Consulting Group,2022Global YearMicro LEDDisplay shipments reached10Ten thousand square meters, a year-on-year increase.200%, the market share reached0.5%. expected2023At the end of the year,Micro LEDDisplay shipments will reach3010,000 square meters, the market share will exceed1%。Micro LEDDisplay has become the new darling of the ultra-high-end TV market, mainly by the South Korea Samsung andLGProvide product supply. At present, Chinese mainland panel manufacturers are actively exploringMicro LEDDisplay the feasibility and application prospects of technology, such as BOE, Huaxing Optoelectronics, Huike, etc. have demonstrated or plan to demonstrateMicro LEDDisplay products.

QD OLED is a quantum dot technology that achieves higher color gamut coverage and color reproduction by using quantum dot materials as color conversion layers.QD OLEDcan be associatedOLEDPanel combination, liftingOLEDThe color expressiveness of television can also be associatedLCDPanel combination, enhance the color expression of LCD TV. According to data from the Champ Consulting Group,2022Global YearQD OLEDTV shipments reached100Ten thousand units, up year on year1000%, the market share reached0.5%. expected2023At the end of the year,QD OLEDTV shipments will reach30010,000 units, the market share will exceed1%。QD OLEDTV has become a new choice in the high-end TV market, mainly by the South Korea Samsung to provide product supply. At present, Chinese mainland panel manufacturers are acceleratingQD OLEDTechnology research and development and mass production, such as BOE, Huaxing Optoelectronics, etc. have been put into production or plan to put into production.QD OLEDTV panel.

To sum up, the new display technology is liquid crystal(LCD)The TV industry has brought new opportunities and challenges, LCD(LCD)TV manufacturers should choose appropriate technical routes according to their own technical capabilities and market positioning, accelerate transformation and upgrading, and enhance product added value and competitiveness.

2. Grasp the needs of new application scenarios and expand diversified markets

Champu Consulting believes that LCD(LCD)The TV industry is facing the saturation and decline of demand in traditional application fields, and needs to expand the demand of new application scenarios in time to realize the development of diversified markets. New application scenarios include car, folding screen, meta universe, etc. They have higher personalized, intelligent, immersive and other characteristics, which can meet consumers' pursuit of new experience and drive more innovation and change.

According to data from the Champ Consulting Group,2022Global in-vehicle display shipments reached2Billion pieces, up year on year10%, the market share reached7.9%. expected2023By the end of the year, on-board display shipments will reach2.5billion pieces, the market share will exceed9%. In-vehicle display is a long-term market to look forward to in the future, and in2026The annual meeting has grown into the largest application of a single category in the medium and large size market. On-board display bucked the trend under the overall pressure of the industry,2023The year will show a steady and clear growth trend.

On-board display is rapidly entering the era of intelligent interactive display from the era of traditional LCD instrument display. Large-screen and intelligent space in the car has become an important trend in the field of on-board display. Onboard/The smart cockpit field incorporates a variety of display technologies, suchLCD、OLED、Mini LED、Micro LEDetc, liquid crystal(LCD)TV manufacturers should provide different display solutions according to different models and functional requirements to meet consumers' requirements for high quality, high reliability, and high safety of on-board displays.

According to data from the Champ Consulting Group,2022Global folding screen mobile phone shipments reached1000Ten thousand units, up year on year100%, the market share reached0.5%. expected2023By the end of the year, folding screen mobile phone shipments will reach300010,000 units, the market share will exceed1%. Folding screen phones are one of the most innovative and potential markets for the future, and in2026The annual meeting has grown into the largest application of a single category in the small and medium-sized market. Folding screen mobile phones break through innovation under the overall pressure of the industry,2023The year will show an explosive growth trend.

Folding screen mobile phones are rapidly entering the era of deformable display from the era of traditional flat panel display, and mobile phone screen size and shape can be changed at will has become an important feature in the field of folding screen mobile phones. The field of folding screen phones incorporates a variety of display technologies, suchLCD、OLED、QD OLEDetc, liquid crystal(LCD)TV manufacturers should provide different display solutions according to different folding methods and functional requirements to meet consumers' requirements for high quality, high flexibility, and high durability of folding screen mobile phones.

According to data from the Champ Consulting Group,2022The global meta-universe of the year shows that shipments reached100Ten thousand square meters, a year-on-year increase.200%, the market share reached0.5%. expected2023At the end of the year, Yuan Universe shows that shipments will reach30010,000 square meters, the market share will exceed1%. The meta-universe is shown to be one of the most forward-looking and challenging markets for the future, and in2026The annual meeting has grown into the largest application of a single category in the medium and large size market. Meta-universe shows that in the overall pressure of the industry to explore innovation,2023The year will show a rapid and stable growth trend.

Meta-universe display is moving away from traditional virtual reality/In the era of augmented reality, rapidly entering the era of mixed reality, the interaction between people and the virtual world and the experience effect can be infinitely expanded, which has become an important feature in the field of meta-universe display. The meta-universe display field incorporates a variety of display technologies, suchLCD、OLED、Micro LEDetc, liquid crystal(LCD)TV manufacturers should provide different display solutions according to different interaction modes and experience requirements to meet consumers' requirements for high quality, high immersion, and high freedom of meta-universe display.

In summary, the new application scenario is LCD.(LCD)The TV industry has brought new demands and changes.(LCD)TV manufacturers should choose suitable application fields according to their own technical capabilities and market positioning, and expand the development of diversified markets.

Conclusion

Champ Consulting on LCD(LCD)The regional pattern of the TV industry is analyzed, and suggestions for layout optimization are put forward. The report states that the LCD(LCD)The TV industry should seize the opportunity of new display technology, accelerate the transformation and upgrading, and enhance the added value and competitiveness of products; at the same time, it should grasp the needs of new application scenarios and expand the development of diversified markets. It is hoped that this report will be able(LCD)The development of the TV industry has helped and inspired.