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The panel manufacturing industry has experienced a year marked by weak demand in both peak and off-season periods. Retail sales have struggled to gain momentum, while China's continued expansion of production capacity has led to persistent supply-demand imbalances. Prices have been under pressure, and overall sales performance has fallen short of expectations.
Looking ahead, WitsView estimates that global LCD TV shipments in 2016 will reach 222 million units, representing a 3.3% increase from the previous year. However, the industry still faces risks of overcapacity, with LCD TV shipments potentially remaining flat.
According to the WitsView report, global LCD TV shipments totaled 215 million units in 2015, marking a slight decline of 0.6% compared to the prior year. This follows a period of growth in 2013 when the market saw steady expansion.
Lin Shushun, a research manager at WitsView, described 2016 as a mixed year for the industry. The U.S. Federal Reserve's decision to raise interest rates is expected to continue affecting weaker currencies, which could impact consumer purchasing power. This is seen as one of the biggest concerns for TV shipments this year. On the positive side, the recent drop in panel prices could help improve profit margins. For instance, brand manufacturers may adjust their selling prices to reflect these cost savings, potentially driving a new wave of purchases during peak seasons. Larger TVs are becoming more affordable, and there is growing demand for both smaller and larger screen sizes.
In response to the challenges faced by the panel industry, AUO (2409) has announced plans to build stronger imitation barriers. Rather than following the same strategies as competitors, the company aims to create true differentiation by raising industry barriers and achieving superior performance. To combat the high level of standardization and irrational price competition, AUO will introduce cost-effective products tailored for different market segments, focusing on diversification and customization to gain a competitive edge.
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