Sou Hu Cai Jing·2026-01-02 14:47Core Insights - The global TV OEM market is expected to experience a slight decline of 0.7% in 2025, entering an adjustment period due to various factors affecting demand and supply [1] Group 1: Market Dynamics - The uncertainty surrounding tariff policies is identified as the primary factor contributing to the decline, with initial tax hike expectations leading to a rush in exports, followed by a slowdown in shipments due to policy delays [1] - The domestic TV market is showing weak consumer demand in the "post-subsidy era," while overseas markets are struggling to maintain growth after a high base in 2024 [1] - The combination of "policy fluctuations" and "lackluster demand" has resulted in a forecasted "slight negative growth" for the global TV OEM market, emphasizing the importance of cost control and supply chain agility [1] Group 2: Competitive Landscape - The top five players in the global TV OEM market are experiencing changes, with TCL's MOKA maintaining the top position, while AOC and Changhong hold the second and third spots, respectively [2][4] - BOE VT and Skyworth have successfully entered the top five, while former leaders like KTC, TPV, and CaiXun have fallen out of the top tier due to increased competition [4] - Three of the top five companies are closely linked to major Chinese TV brands, indicating a strong correlation between the OEM market and domestic brands [5] Group 3: Future Outlook - The top five companies exhibit a "three up, two down" trend, with MOKA, BOE VT, and Skyworth expected to maintain growth, while AOC and Changhong are projected to experience slight declines [6] - The competition among the second to fourth ranked companies is tight, with only a 10,000 unit difference between them, suggesting potential shifts in rankings in 2026 [6] - Looking ahead to 2026, the global TV OEM market is anticipated to face challenges such as rising material costs and weakened domestic subsidies, with a projected slight decline of 0.9% in shipments [7]