The Marketing Minute: Marketing With Layers
The Right Approach: Electro-Tek—A Williams Family Legacy, Part 1
It’s Only Common Sense: If You’re Not Differentiated, You’re Dead
Surge in Panel Prices Spurs Brands to Stock Up Early, Leading to a 2% YoY Increase in Q2 Global TV Shipments
June 27, 2023 | TrendForceEstimated reading time: 2 minutes
TrendForce’s latest forecast predicts global TV shipments for 2Q23 will reach 46.63 million units—a 7.5% increase QoQ, a 2% growth YoY. The uptick in shipments is primarily due to strong stockpiling momentum from Chinese brands for the 618 e-commerce shopping festival, as well as overseas sales of some Chinese brands surpassing expectations. This marks the first YoY growth observed in seven consecutive quarters, signifying that channel inventory has returned to healthy levels after an extended period of destocking. Brands will continue to adjust their stocks according to fluctuations in demand. Looking ahead to Q3, the peak season for stockpiling, TV shipments are projected to increase by 13.5% QoQ, totaling 52.92 million units.
Panel makers continue to operate on a demand-driven strategy—rigorously controlling their production rates—despite TV panel sizes of 55 inches and below becoming profitable in June. This strategy aims to sustain the rising trend of TV panel prices until the peak stocking season in Q3. Nevertheless, current end-user demand seems to be curbed by high inflation, with the majority of consumer demand persistently focused on low-priced models. TrendForce suggests that, due to the divergence between panel prices and end-user selling prices, brands strive to maximize profits by preemptively stocking up to reduce production costs. Consequently, the growth rate of global TV shipments in Q4 may decelerate, converging to 4.5%, for approximately 55.13 million units. This marks a decrease of 5.1% from the brands’ initial shipment plans at the year’s start, with further reductions being a possibility.
Hisense and ONN sales rank in top three TV brands in North America this year
Impacted by ongoing inflation and interest rate hikes, TrendForce observes a change in consumer preferences for TV products, most evident in North America. Retail sales in North America have grown 2.9% during the period of January to May. Bestsellers include Walmart’s ONN’s 32-inch HD model (US$99) and 50-inch UHD model ($198)—holding the top two spots for five consecutive months. Hisense’s 58-inch model ($268) ranked third. This year, both ONN and Hisense have witnessed substantial sales growth in North America, ousting TCL and VIZIO to secure the second and third positions in market sales, with respective market shares of 18.3% and 13.5%.
Hisense sets a single-quarter shipment record of 7.25 million units owing to promotional stocking for 618 shopping festival
The promotional prices for TVs ranging from 32 to 75 inches during China’s 618 sales have surged 10–20% higher than prices during last year’s Double 11 event, largely in part due to the continuous rise in panel prices. Brands have been offering discounts on 85-inch or larger sizes to sustain sales growth. As a result, Chinese brands ramped up their Q2 shipments to seize a larger market share during the 618 events, with Hisense and TCL’s Q2 shipments rising 21.2% and 19.7%, respectively. Hisense broke the record for single-quarter shipments, hitting 7.25 million units, representing a YoY growth of 33.3%. Hisense’s performance overall has stood out as the most impressive among all TV brands.
Share on:
Testimonial
"Advertising in PCB007 Magazine has been a great way to showcase our bare board testers to the right audience. The I-Connect007 team makes the process smooth and professional. We’re proud to be featured in such a trusted publication."
Klaus Koziol - atgSuggested Items
Firefly Aerospace Announces Strategic Acquisition of SciTec to Advance National Security Capabilities
10/07/2025 | Firefly AerospaceFirefly Aerospace, a market leading space and defense technology company, has entered into a definitive agreement to acquire SciTec, Inc., a leader in advanced national security technologies, for approximately $855 million through a combination of $300 million in cash and $555 million in Firefly shares issued to SciTec owners at a price of $50 per share.
High-Tech Hill Technology Park Opens: Four New Factories Launched
09/26/2025 | TeltonikaThe ambitious vision announced in late 2020 to build a world-class technology park in Liepkalnis, Vilnius, has become a reality. AGP Investments, led by entrepreneur Arvydas Paukštys, together with high-tech leaders Teltonika and TLT, today inaugurated four new factories at the Vilnius High-Tech Hill Technology Park.
U.S. Manufacturing Jobs Decline Amid Tariffs and Immigration Crackdown
09/17/2025 | I-Connect007 Editorial TeamManufacturers in the U.S. are cutting jobs even as President Donald Trump pushes policies he says will revitalize the industry. Employers shed 12,000 manufacturing jobs in August, while payrolls in the sector have fallen by 42,000 since April, according to a new analysis from the Center for American Progress (CAP) based on government labor data.
Defense Speak Interpreted: If CHIPS Cuts Back, What Happens to Electronics Packaging Funds?
09/02/2025 | Dennis Fritz -- Column: Defense Speak InterpretedIn my May column, I examined the topic of the CHIPS Act and its current status as a U.S. government program. I found that CHIPS activities continue, but some corporations have delayed or canceled them because of budget cuts or corporation-specific problems. However, CHIPS integrated circuits—mostly administered by the Department of Commerce—don’t fully drive the electronics interconnection activity being funded by the government. Let’s cover the progress/status of other programs:
Ecolab to Acquire Ovivo’s Electronics Ultra-Pure Water Business
08/15/2025 | EcolabEcolab Inc. has entered into a definitive agreement to acquire Ovivo’s Electronics business, a leading and fast-growing global provider of breakthrough ultra-pure water technologies for semiconductor manufacturing.