According to the TrendForce survey received by Zhitong Finance APP, the global television brand shipment volume reached 52.33 million units in the third quarter of 2024, with a quarter-on-quarter growth of 9.6% and a year-on-year growth of 0.5%. Because in late July this year, china offered a 15% to 20% subsidy for the replacement of first and second-level energy-efficient household appliances, along with the scale of promotions for the Mid-Autumn Festival and National Day, the shipment volume of global television brands in the third quarter exceeded estimates by 1%.

This time, chinese brand merchants and distributors directly reflected the subsidy amount in the retail price, and with the subsidy period only lasting until the end of 2024, it stimulated more demand for replacement, leading to a year-on-year sales growth of over 20% during the Mid-Autumn Festival and National Day holiday. TrendForce indicated that the anticipated hot sales situation will continue until the end of this year, and along with the stocking for holiday promotions in Europe and the U.S., the global television demand in the fourth quarter is expected to grow by another 2.5% quarter-on-quarter, reaching 53.63 million units, with a year-on-year growth of 0.5%. Therefore, the total annual shipment volume in 2024 is expected to reach 0.1 billion 96.7 million units, a year-on-year growth of 0.6%, ending five consecutive years of shipment decline.

TCL's shipment volume has steadily increased quarter by quarter, with the annual shipment volume challenging 28 million units.

TCL began preparing for holiday promotions in Europe and the U.S. in August this year, increasing the average monthly export shipment volume to 2 million units. Benefiting from the replacement policy, its domestic sales in September grew by 27%. These factors drove TCL's shipment volume growth by 9.3% in the third quarter, surpassing Hisense again, ranking second globally.

TrendForce indicated that TCL is expected to continue promoting the dual-brand strategy of its parent brand and sub-brand Thunderbird in the fourth quarter of this year. TCL focuses on the mid-to-high-end markets overseas and in china, while Thunderbird products target the young consumer group in the domestic market. This strategy will help the company challenge a total annual shipment of 28 million units in 2024, with a year-on-year growth of 12.3%.

Mini LED television shipments are reaching new heights.

The replacement subsidy for household appliances in china supports the sales of large-size Mini LED televisions in 2024, also boosting the brand's shipment volume to 6.75 million units, an increase of 65% year-on-year, which is 5.4% more than previous estimates.

TrendForce Consulting stated that Samsung Electronics has maintained over half of the market share in the Mini LED television market, securing its position as the world's number one in total television shipments. However, starting in 2023, global inflation has shifted consumer demand towards other high-value-added products. The growth momentum for Mini LED television shipments in 2024 mainly comes from the china market, providing limited benefits to Samsung. Although it maintained the top position in total shipments in the third quarter, the Mini LED television shipments this year were only 1.6 million units, a year-on-year decrease of 6%.

In contrast, the three major chinese brands, TCL, Hisense, and Xiaomi, in addition to positioning in traditional high-end models at the thousand-zone level for 2024, have also launched affordable Mini LED televisions. With the promotion of energy-saving subsidies in the second half of the year, the combined market share of these three major players has increased to 53%. Among them, Xiaomi only entered the Mini LED television market in the second half of 2023, with shipments surpassing one million units in 2024, achieving a market share of 16%, successfully ranking third in Mini LED television shipments this year.