TV market continues to slump Samsung leading product upgrades

In the global television market, after nearly a decade of rapid growth, the industry has experienced a downturn over the past two years. Taking the Chinese market as an example, the first major price fluctuation occurred in winter 2014, and it wasn’t until this year that the market began to show signs of recovery—though it’s still facing significant challenges. Despite these pressures, leading brands like Samsung have continued to perform strongly, particularly in high-end segments such as large-screen TVs, ultra-high-definition (UHD), and QLED technology, which have seen substantial progress. The demand for large-screen UHD TVs is on the rise. According to data from GfK and NPD, in January through August 2017, more than 40% of global TV sales revenue came from sets larger than 55 inches. In North America, over 60% of TV sales were for models of 55 inches or larger, with 30% of those being 60 inches or bigger. This trend reflects a growing consumer preference for immersive viewing experiences. In terms of resolution, the market is shifting from Full HD (FHD) to Ultra High Definition (UHD). GfK and NPD data show that UHD TVs accounted for over 50% of global TV sales revenue during the same period, with North America, Europe, and South Korea seeing figures between 60% and 70%. This shift highlights the increasing demand for sharper, more detailed picture quality. Ease of use remains a key concern for consumers. A recent survey by Samsung in the U.S. and Germany, involving over 1,000 potential buyers, found that 23% of Americans and 15% of Germans cited "messy cables" as their main frustration. Many also reported difficulties in connecting external devices, typing on the screen, and navigating smart features. These insights reveal a clear need for simpler, more intuitive TV interfaces. Samsung continues to lead in global TV trends. According to GfK and NPD, from January to August 2017, Samsung captured 34% of the global TV market in terms of revenue. Not only did it dominate the market, but its share was greater than the combined total of the second and third largest players. The brand also leads in large-screen TVs, holding 42% of the market for 60-inch and larger models, and 38% in the UHD segment. In the U.S., Samsung holds 44% of the $1,500+ TV market and 37% in the $2,500+ segment. To meet consumer needs, Samsung offers a wide range of large-screen TVs, including QLED and high-end UHD models available in sizes ranging from 65 to 88 inches, with both curved and flat screen options. Its accessories, such as the Invisible Connection system, automatic device detection, and the OneRemote universal remote control, have been well-received for simplifying the user experience. In China, despite a challenging market environment, Samsung has maintained a strong position. The country's color TV market saw a decline in the first three quarters of 2017, with retail volume dropping by 12.9% year-on-year in the third quarter. However, Samsung’s premium brand image, cutting-edge design, and advanced technology have allowed it to thrive in the high-value segment. Samsung has led in quantum dot TV sales, with a 24.3% year-on-year increase in the third quarter. It holds over 50% of the quantum dot TV market. Additionally, it maintains the highest market share among differentiated designs, at 9.7%, up 1.7 percentage points. Its rimless product segment also saw a 4.0% share, rising by 2.3 percentage points compared to the previous year. In a market undergoing continuous upgrades, only high-value-added brands can remain competitive. Samsung has proven that long-term investment in quality and innovation pays off. As Yoon Lee, Senior Vice President of Samsung Electronics' Imaging Display Division, stated, “With the strong performance of QLED TVs in the second half of the year, Samsung’s leadership in the high-end TV market will continue to grow. Our strategy aligns with the evolving needs of global consumers, and we are confident in our ability to shape the future of the TV industry.”

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