CINNO Research 简评 据CINNO Research数据显示：2025年上半年，国内市场Mini LED TV销量渗透率达28.3%，销量同 比激增3.2倍。自去年9月起，其月渗透率持续超过20%，增长主要得益于"以旧换新"政策推动。同时， LCD TV面板价格波动趋缓，Mini LED背光技术不断创新与降本，整机成本降低、终端价格下行，加速了 Mini LED TV向大众市场的普及。下半年伴随消费旺季来临，短期需求回升，各品牌将Mini LED TV作 为高附加值主打产品以及新品推广重点，预计全年渗透率将提升至35.6%。 " 自2024年9月"以旧换新"政策实施以来，国内市场Mi n i LE D TV销量渗透率持续提升，2025年上半 年已达28.3%。进入下半年，传统促销旺季带动短期需求回暖，预计全年渗透率将增至35.6%。 " 02 从 品 牌 格 局 来 看 ， 上 半 年 国 内 Mini LED TV 市 场 高 度 集 中 ， 海 信 （ 含 VIDDA 、 东 芝 ） 、 TCL （ 含 雷 鸟）、创维（含酷开）及小米四大品牌合计销量占比达93.1%。 ① 海 信 凭 借 E ...

Industry Overview - The LCD industry is shifting from competition based on scale and market share to a focus on high-profit applications, high-value products, advanced technology, and high-value brands, driving high-quality development [2] - The average utilization rate of the LCD industry has been recovering since November 2024, maintaining above 80% in Q1 2025, with adjustments made in response to demand fluctuations [3] Market Demand and Pricing - The demand-side inventory has accelerated reduction, leading to a healthier industry inventory and a return to normal demand rhythms [1] - LCD TV panel prices increased from January to March 2025 due to strong terminal demand, but are expected to stabilize in May as procurement demand cools [4] Production and Capital Expenditure - The 8.6 generation AMOLED production line in Chengdu began equipment installation four months ahead of schedule, transitioning to operational phase [5] - The company anticipates approximately 38 billion in depreciation for 2024, with an increase expected due to the completion of high-generation line depreciation and new project solidification [7] - Future capital expenditures will focus on semiconductor display business and strategic planning, including investments in IoT innovation, sensors, MLED, and smart medical engineering [8]

Core Viewpoint - The domestic TV market in China experienced growth in both volume and price in Q1 2025, with Mini LED TV penetration reaching 25.0% [1]. Group 1: Global LCD TV Panel Shipment Trends - The report outlines the trend of global LCD TV panel shipments from Q1 2022 to Q2 2025 (E) [2]. Group 2: LCD TV Panel Price Monthly Changes - It details the monthly price changes of LCD TV panels from April 2024 to April 2025 (E) [2]. Group 3: Domestic OLED TV Sales - The sales situation of domestic OLED TVs from Q1 2023 to Q1 2025 is analyzed [2]. Group 4: Quarterly Sales Volume Trends - The report provides insights into the quarterly sales volume trends of the domestic TV market from Q1 2023 to Q1 2025 [2]. Group 5: Quarterly Sales Revenue Trends - It discusses the quarterly sales revenue trends of the domestic TV market from Q1 2023 to Q1 2025 [2]. Group 6: Monthly Average Price Trends - The report covers the monthly average price trends of the domestic TV market from January 2024 to March 2025 [2]. Group 7: Brand Sales Volume Ranking - The sales volume ranking of brands in the domestic TV market for Q1 2025 and year-on-year comparisons are presented [2]. Group 8: Brand Sales Revenue Ranking - The sales revenue ranking of brands in the domestic TV market for Q1 2025 and year-on-year comparisons are included [2]. Group 9: Sales Volume Share by Size - The report analyzes the sales volume share trends by size segments in the domestic TV market from Q1 2023 to Q1 2025 [2]. Group 10: Average Price Trends by Size - It discusses the average price trends by size segments in the domestic TV market from Q1 2023 to Q1 2025 [2]. Group 11: Mini LED TV Sales Situation - The sales situation of Mini LED TVs in the domestic market is detailed [2].

Group 1: LCD Industry Demand and Pricing - The demand for LCD TVs is strong due to the "old-for-new" policy in the domestic market and inventory buildup in overseas markets, with an average screen size of 51.6 inches globally in 2024, up by 1.1 inches year-on-year [1] - In China, the average screen size for LCD TVs is projected to be 65.8 inches in 2024, an increase of 3.4 inches year-on-year [1] - LCD TV panel prices have been rising since January 2025, with expectations for continued increases in March 2025 due to strong terminal demand [2] - The average utilization rate in the LCD industry has been above 80% since November 2024, indicating a recovery in production capacity [2] Group 2: Flexible AMOLED Business Progress - The company shipped approximately 140 million flexible AMOLED panels in 2024, showing a significant year-on-year growth and an improved product structure with a higher proportion of high-end products [3] - The company is actively expanding into automotive and IT sectors for mid-size innovative applications to capture market opportunities [3] Group 3: Production Line Developments - The 8.6-generation AMOLED production line project was initiated in March 2024 and is expected to achieve mass production by the end of 2026, enhancing the company's competitiveness in the semiconductor display industry [4] - The overall depreciation for the company is expected to slightly increase in 2024 due to new production lines, with fluctuations in depreciation anticipated in 2024 and 2025, followed by a potential decrease starting in 2026 [5] Group 4: Capital Expenditure and Strategic Focus - The company plans to repurchase minority shareholder equity based on operational performance and cash flow, with future capital expenditures aligned with strategic planning [5] - The focus of future capital expenditures will be on the semiconductor display business and extending the value chain into IoT innovations, sensors, MLED, and smart medical engineering [5]