TCL第二，2025H1全球电视品牌出货排名公布

Core Viewpoint - TrendForce's latest survey indicates that global TV brand shipments are expected to reach 92.5 million units in the first half of 2025, reflecting a 2% year-on-year increase, but the second half may face challenges due to various market factors [2]. Group 1: Market Dynamics - The anticipated demand for the second half of 2025 may be pressured by high panel costs, which hinder brands from expanding promotional activities [2]. - Expected tariff adjustments could influence retail prices, leading consumers to make purchases earlier, with U.S. TV sales in the first half of 2025 showing a year-on-year increase of 2% to 3%, potentially pulling forward demand that would have been released in the second half [2]. - Domestic demand may face pressure due to changes in the market environment and policy adjustments, leading to a downward revision of the total shipment forecast for 2025 to 195.71 million units, a decrease of 1.1% year-on-year [2]. Group 2: Brand Performance - The top five TV brands in the first half of 2025 are Samsung, TCL, Hisense, LGE, and Xiaomi, collectively holding 65.6% of the market share [5]. - TCL and Hisense experienced significant shipment growth in the first half of 2025, with increases of 12.5% and 7.3% respectively, outperforming the market average and improving their market shares compared to 2024 [5]. - Vizio's shipments grew by 13% in the first half of 2025, the highest among all brands, and is expected to see over 30% annual growth due to its acquisition by Walmart [5]. Group 3: Technology Trends - Mini LED TV shipments are projected to increase by 67% year-on-year, reaching 12.9 million units, with TCL, Hisense, and Xiaomi expected to capture a combined market share of 62% [6]. - OLED technology is anticipated to account for approximately 3.4% of the global TV market by 2025, with Samsung raising its shipment target to 2 million units, leading to a 5.6% year-on-year increase in OLED TV shipments, capturing nearly 80% of the market share among the two major Korean brands [6]. - High refresh rate TVs (120Hz and above) are expected to see a year-on-year shipment growth of 24.4%, with an overall market penetration rate of 13.6% driven by policy support and brand upgrades [6].