February 2025 News: According to a report released by technology industry research firm RUNTO, the overall shipment volume of the global TV OEM market in 2024 reached 111.8 million units (including four self owned factories of Changhong, Skyworth, Konka, and Hisense), an increase of 5.7% year-on-year, achieving growth for the third consecutive year.

Investigate the reasons behind it. On the one hand, the global television terminal market has stopped falling and rebounded. Last year, during major events such as the European Championship, Copa America, and the Olympics, as well as peak seasons such as Black Friday and Double 11, the Chinese market launched a "trade in" national subsidy policy. As a result, the global TV market saw a year-on-year increase of about 3% in brand shipments of complete machines, ending three consecutive declines. On the other hand, major brand enterprises release more outsourcing orders from the perspective of maximizing business operating costs and profits. In 2024, the proportion of global television commissioned processing will be 54.4%, an increase of 1.9 percentage points year-on-year.

In terms of TV brand owned factories, the total shipment volume of TOP4 was about 24.6 million units, a year-on-year increase of 3.2%, with a total market share of 22.0%, a year-on-year decrease of 0.5 percentage points. Among them, Changhong OEM (OEM) shipped about 12 million units, a year-on-year increase of 6.2%. The former "king of TV sales" has transformed into the "king of OEM", with Xiaomi as its main customer and five major production bases in Mianyang, Guangyuan, Zhongshan, Indonesia, and Czech Republic.

Skyworth OEM ranks second with a shipment volume of approximately 7.55 million units, a year-on-year decrease of 3.9%. Its main customers include LGE, Philips, and Skyworth's overseas proprietary brands. Konka's OEM shipments increased by 15.3% year-on-year to approximately 4.1 million units, while Hisense's OEM shipments were less than one million units (approximately 950000 units), with a double-digit decline.

In terms of professional ODM (commissioned design and production) contract factories, the top ten shipped a total of 83.103 million units, a year-on-year increase of 7.0%, accounting for 74.3% of the global contract manufacturing total, an increase of 0.9 percentage points year-on-year, further increasing market concentration. However, there is a significant differentiation in performance, with both ups and downs evenly distributed.

Ranked 5-10 are BOE VT (Video), Express Luck (Caixun), HKC (Huike), Foxconn (Foxconn), JPE (Jinpin), Innolux (Innolux), with annual shipments of approximately 8.2 million units, 7.95 million units, 7.5 million units, 5.8 million units, 3.55 million units, and 2.25 million units, respectively.

BOE is the world's largest panel supplier, with a shipment volume of approximately 59.7 million LCD TV panels last year, a year-on-year increase of 8.1%, and a market share of 25.2%, a year-on-year increase of 0.7 percentage points. Relying on abundant panel resources, BOE VT (Video) has successively won over Xiaomi, Huawei, Hisense LGE、 Samsung, Sony Vizio、 Customers such as Best Buy have seen their shipment volume remain largely unchanged from 2023.

TPV fell two places and ranked fourth, with shipments of about 8.7 million units, a year-on-year decline of 25.6%, leading the overall decline in the OEM market. This Taiwan, China based enterprise was founded in 1967, and in 2004 it invested 350 million dollars to acquire Philips display and basic flat screen TV business.

Last year, the combined shipment volume of Philips and its own brand AOC decreased significantly by 27.0% year-on-year, coupled with a comprehensive decline in shipments from Hisense, Huawei, Skyworth, Samsung, Vizio, and Element, which were the core reasons for the decline in Crown Prince's performance. Even if Best Buy's shipment volume increases by about 15% year-on-year, it cannot compensate for the sharp loss of orders from other top customers.

The top three shipments exceeded 10 million, with an increase of over 10%. KTC advanced two places and ranked third, with a shipment volume of about 10.3 million units, a year-on-year increase of 29.0%. This is one of the earliest manufacturers in China dedicated to LCD displays, LCD TVs, and commercial LCD display terminal products. Founded in 1995, it is headquartered in Longgang, Shenzhen and has intelligent manufacturing industrial parks in Shenzhen and Huizhou. Its main customers include Xiaomi, Hisense Fine Star、 Mundell, Brazil, GRUPO KAYVE, Panama, etc.

AMTC jumped to second place with a shipment volume of approximately 12.15 million units, a year-on-year increase of 13.3%. Against the backdrop of concentrated stocking demand during the peak season in the North American market, the order volume of brands such as ONN has significantly increased, and Vizio, a new customer introduced last year, has also performed well. The company mainly meets the needs of North American customers through its factories in Vietnam and Element in the United States. Among them, the first phase of the Vietnam factory has already started mass production and plans to continue expanding production capacity this year.

MOKA has won the global TV OEM market championship for the second consecutive year, with shipments increasing by 15.5% year-on-year to 16.7 million units. This is a member of TCL Technology Group, a sister company to TCL Huaxing. Founded in 2012, it is headquartered in Huizhou, Guangdong and has 6 manufacturing bases worldwide (Huizhou, Chengdu, Mexico, Poland, India, Vietnam). Among them, the factory in Guangning Province, Vietnam began mass production in the first half of last year, with an annual planned production capacity of about 3 million units.

Maojia's product line covers various models from 19 inches to 105 inches, and has established stable partnerships with over 30 strategic customers and 120 regional customers, providing a variety of high-end product solutions including curved surfaces, quantum dots, borderless, and Linux to Android. The main customers are Xiaomi, Huawei, Samsung LGE、 Panasonic, Amazon, Westinghouse, etc.