TrendForce:北美電視銷售報喜

作者 : TrendForce

在宅經濟效應與紓困方案的刺激下,北美地區電視銷售創下同期最高紀錄,進而拉抬2021年第一季全球電視出貨量…

根據TrendForce調查顯示,儘管中國及歐洲市場的電視需求因傳統淡季而有所放緩,然受惠於美國政府今年3月祭出的民生紓困法案,其一次性支付1,400美元給多數美國人。在宅經濟效應與紓困方案的刺激下,北美地區電視銷售創下同期最高紀錄,進而拉抬2021年第一季全球電視出貨量至4,996萬台、季減24.2%、年增11.5%。 TrendForce進一步指出,其中海信(Hisense)積極布局海外市場,採用親民價格策略吸引消費者購買,不僅在第一季成功擠進北美第五大品牌的行列,市佔率更首次突破一成,達11.1%,順勢推升其電視出貨量至419萬台、年增8.8%。 電視全年出貨將下修至2.21億台 時序進入第二季,由於今年電視品牌面臨面板、整機相關零組料件交期延長,造成品牌和代工廠長短料情況嚴峻,間接拉長電視生產周期,進而使得部分出貨被遞延至第二季,預估第二季電視出貨量將因此推升至5,238萬台、季增4.8%。然而,近一年電視面板價格大幅上漲,使得多數品牌43吋(含)以下中、小尺寸機種獲利已出現赤字。因此,自第二季起品牌便陸續調整產品尺寸組合,以縮減虧損、擴大生產高毛利產品的方式,確保今年獲利的最大化。 值得注意的是,受限於今年電視面板和電子類IC零組件嚴重缺貨,品牌在買不到足夠面板和整機相關零組件的情況下,導致上半年電視出貨表現不如預期。同時,往年第二季初品牌已開始著手和通路商研擬黑五促銷方案,但面臨面板供不應求致使價格大漲的壓力,品牌如何在出貨量和獲利之間取得平衡,將成為影響接下來旺季出貨表現的關鍵。  

2019~2021年全球電視季度出貨量(單位:千台)。

(來源:TrendForce)

  TrendForce表示,儘管如前述所提,品牌自第二季起便陸續透過尺寸轉換、提高大尺寸及高毛利產品比重,但缺乏戰鬥機種拉抬旺季出貨,預估今年下半年電視出貨量將年減6.7%。整體而言,受到缺料,以及中、小尺寸規模收斂影響,TrendForce將2021年電視出貨量自2.23億台的預測,下調至2.21億台,年成長2%,較原先預估值減少0.8%。        

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