China's largest TV market

After LCD TV shipments grew for several years, they first fell in 2012, a decrease of 1% from 2011, to 230 million units. In addition to the drastic reduction in demand for plasma TVs and CRT TVs, the global economic environment still faces certain challenges, making the current forecast for the LCD TV market in 2013 more conservative.

In 2012, total global TV shipments fell 6% from last year, from 249 million units to 233 million units. In terms of regions, TV shipments in North America in 2012 were basically the same as in 2011, with the United States accounting for 89.7% of total shipments; however, shipments in Japan and Western Europe decreased rapidly, with year-on-year decreases of 68% and 15%, respectively. China once again became the world’s largest TV market, with demand rising by 6% and shipping nearly 52 million units. Other emerging regions such as the Asia-Pacific region, MEA, and Latin America have been slow to grow, and shipments have declined. Eastern Europe was the only strong growth market in 2012, which was a 17% increase from last year.

Samsung's global flat-panel TV revenue accounted for a new record high in 2012, rising from 25% in 2011 to 27.7%. Total revenue grew by 6% year-on-year; LGE ranks second, and revenues have increased significantly, accounting for 15%.

Sony, Panasonic and Sharp were the other five major revenue brands, but their overall market share fell by 6%. Due to shifting the focus from shipment to profit, the total revenue of Japanese brand makers decreased by more than 8%, and the drastic drop in market demand caused it to suffer heavy losses; the strong growth of the Chinese market has benefited local brands. Shallow, and also achieved some market share in foreign markets.

Overall, Chinese brands account for more than 20% of global flat-panel TV revenues, and they are looking to invest in a broader foreign market.