TrendForce集邦·2026-01-21 09:41Core Insights - TCL and Sony have signed a memorandum of cooperation to discuss a strategic partnership in the home entertainment sector, aiming to establish a joint venture to take over Sony's home entertainment business [3] - The new company will be 51% owned by TCL and 49% by Sony, focusing on television and home audio equipment, with operations in the global market [3] - TCL has seen a significant increase in television shipments, becoming the second-largest TV brand globally by 2024, with a projected shipment of 31 million units and a market share of 15.7% in 2025 [3] TCL's Growth and Market Position - Since surpassing 20 million TV shipments in 2019, TCL's market share has been steadily increasing, positioning it as a major player in the global television market [3] - By 2027, the combined market share of TCL and Sony is expected to approach 20% [5] - The partnership is anticipated to enhance TCL's supply chain capabilities, particularly in Mini LED and OLED panel production [3][4] Sony's Market Challenges - Sony's television shipments peaked at 21.5 million units in 2010 but are projected to fall below 400,000 units by 2025, resulting in a market share of only 1.9% [4] - The company has shifted its product strategy to focus on the mid-to-high-end market due to increased competition from Chinese brands [4] - Sony's reliance on external suppliers for high-end panels is expected to change with the formation of the joint venture, leading to a more integrated procurement strategy [4][6] Industry Trends - The trend indicates a clear exit of Japanese TV brands from the market, with Chinese brands expected to capture nearly 50% of the market share [5][6] - The joint venture is projected to further solidify the dominance of Chinese brands in the global television market, with a significant shift in market power anticipated [6]