01
TV growth momentum will continue until 2021
The first half of 2020 was hit by the new crown pneumonia epidemic, which caused a decline in TV shipments. However, with the replenishment of inventory levels and increased market demand, 32-40-inch small-size TVs and 65-inch and larger large-size products Both performed well. Although the demand in the Chinese market is relatively unsatisfactory due to price adjustments, the European and American markets have more than expected costs. Therefore, TV shipments in 2020 will slightly increase to 218 million units. As for 2021, due to the new machine products and the one-year postponed international competition, manufacturers continue to be optimistic about stocking and adopt more active marketing strategies.
Due to the better TV market demand in 2020 and the tight supply of components such as Driver IC, the price of TV panels has turned to increase. Brand manufacturers will bear greater cost pressure, and distributors consider that price increases will affect sales results. Naturally, brand manufacturers are also opposed to price increases.
Under this circumstance, there is a risk that product price adjustments in the TV market will affect market shipments in 2021. In order to increase consumers’ willingness to buy, brand manufacturers may increase TV specifications and Value, to dilute the negative impact of price increases. In addition to the upgrade of panel specifications, the value enhancement of the soft aspects of smart home and voice application services will also be the development direction of TV brand manufacturers.
Figure: Global TV shipments from 2017 to 2021
Source: Top Industry Research Institute, 2020/12
02
Smart speakers strengthen the layout of smart homes
The smart speaker market is opposite to the TV situation. The European and American markets are more affected by the new crown pneumonia epidemic. The Chinese market demand recovered earlier, leading to better performance of Chinese brand manufacturers.
In the fourth quarter of 2020, as Amazon, Apple, Google and other brand manufacturers start to sell new products, the pricing strategy of less than $100 is expected to attract many consumers. Therefore, the smart speaker market will continue to grow in 2020, with shipments There are also improvements.
As manufacturers begin to strengthen the layout of smart speakers in smart homes, and even in the IoT market, they will increase the number of smart speakers in the home by reducing the price of products and using the whole home audio system as an incentive, and use the unification of communication methods to make more products and smart The speaker connection, and through the serial connection and integration of various voice assistants, enables different voice assistants to provide consumers with different application values and other ways, allowing smart speakers to play a more important role in home applications.
As brand manufacturers first set up a smart home service network for their products and their allies, they can gradually launch various smart home application services. Only then can they have the capital to persuade manufacturers of TVs, home appliances and other products to join the smart home In the network, under the active development of manufacturers, the smart speaker market will continue to grow in 2021. Image source of
: Photo Credit Network
