TrendForce has released the 2019 global TV brand shipment report specifically for the first quarter (Q1) 2019. According to the report, the number of global TV shipments in the first quarter of 2019 was 49.87 million units, a decrease of 24.6% Quarter on Quarter and an annual (YoY) increase of 0.5%.

In terms of shipment, except for the first and second spots that are occupied by South Korean brands LG and Samsung, the third to sixth names are all Chinese brands. This shows that Chinese brands can use their cost-effective pricing advantage to actively increase their market shares.

Samsung still ranks as the number one TV brand globally with an estimated shipment of  9.42 million units in the first quarter. But Samsung’s market share continues to shrink with a Quarter on Quarter and Year on Year drop of 21.2% and 5.8% respectively. LG Electronic’s first-quarter shipment decline by 22.6% while annually it dropped 7.1% when compared to the same time last year.

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Of all the top 5 brands, TCL is the only one that had a positive Q1 result. The company shipped an estimated 5.69 million smart TVs in the first quarter of this year, effectively shrinking the gap with second-placed LG Electronics to less than 1 million units. The firm’s shipment grew by a massive 43.1% YoY and 9% QoQ.

Chinese traditional TV brands Hisense and Skyworth shipped 3.03 million and 2.35 million units in the first quarter, ranking fourth and sixth respectively. Xiaomi is at the fifth spot with a shipping estimate of 2.85 million units in the first quarter. It is instructive to note that Xiaomi’s shipments grew 93.9%, YoY but declined by 9.% QoQ. According to the report, unlike traditional Chinese TV brands to deepen the supply chain to reduce costs, Xiaomi only focuses on product development, sales channels and Xiaomi fans’ business model, and outsources production to reduce the burden of operation and cost. Although Xiaomi succeeded in opening a new business model with the internet ecosystem, last year, Xiaomi’s foundry partners mainly used TCL. This year, it strengthened its OEM cooperation with BOE for the supply of TV panels.

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