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Large-screen panel prices are expected to continue to be lowered
In recent months, color TV manufacturers have started preparing for the upcoming New Year's Day sales season. According to the latest data from Quzhi Consulting, global demand for TV panels remains robust in November and December. Since the end of Q2 this year, panel prices have been on a downward trend and are expected to continue falling in December, which could provide more profit margins for manufacturers overall.
Quzhi Consulting reports that 40-inch and 43-inch panel prices are projected to drop by an average of $3 in December, based on the price cuts seen in November. Meanwhile, demand for 50-inch large-screen panels has gradually rebounded but still lags behind supply. The price of these large-screen panels is expected to fall by approximately $8 on average in December.
Looking ahead, demand is anticipated to rise in the first half of 2018. One of the key trends in the color TV industry in recent years has been the shift toward larger screens. For TV manufacturers that have struggled financially over the past two years, focusing on large-screen, high-end models has become a crucial strategy for improving performance. According to Quzhi’s data, global LCD panel shipments in 2017 were roughly similar to the previous year, but the total area increased by 4% year-on-year, mainly due to rising demand for large TVs. The company forecasts that global panel demand in 2018 will see a slight increase of 0.3%, while the total area may grow by as much as 8.5%.
Quzhi Consulting predicts that demand for finished TV units will rise in the first half of 2018, driven by several factors. At the end of 2017, main machine manufacturers had healthy inventory levels with low stockpiles. In early 2018, panel prices continued to decline, helping brands improve their profit margins. Additionally, the World Cup event is expected to push new product launches forward into 2018, further boosting demand.
Despite the expansion of panel production capacity, the impact on the market remains limited. Several new LCD panel production lines, including BOE’s Hefei G10.5 generation line and CEC’s Xianyang and Chengdu G8.6 generation lines, are set to begin mass production in the first half of 2018. AUO’s G8.5 generation line expansion is also expected to enter full production in July 2018, potentially increasing the panel production area by 10.8% year-on-year.
However, Quzhi Consulting believes that once these new lines come online, they will initially be in a ramp-up and yield improvement phase, which means the effective supply for the TV panel market will remain constrained. In the first quarter of 2018, factors such as fewer working days in February and potential annual maintenance by panel makers are expected to limit the growth of global LCD TV panel supply during the first half of the year.