2024年上半年Mini LED电视市场趋势及预测

“以价换量”策略见效，中国MiniLED电视下一步怎么走？ 2024年上半年MiniLED电视市场趋势及预测 ©2024NielsenConsumerLLC.AllRightsReserved.Confidentialandproprietary 性价比的消费者 PTV|China|主流显示技术产品主力尺寸均价对比|PriceCNY|2024H1 35,000 30,000 25,000 20,000 15,000 10,000 5,000 4.5x 30,733 传统LCD MiniLED OLED 5.4x 24,506 4.3x 14,425 1.6x 3.9x 8,827 1.7x 11,071 7,777 1.5x 1.6x 5,474 6,833 2,266 3,477 3,381 4,548 0 55" 65" 75"(77") 85"(83") MiniLED电视销售量（千台）MiniLED电视销售量占比 1.9% 0.8% 0.2% 0.0% 0.0% 5.7% MiniLED电视销售额（百万元）MiniLED电视销售额占比 13.5% 6.7% 3.3% 1.1% 0.0% 0.0% 2019 2020 2021 2022 2023 2024H1 - 5396% 4204% 201% 111% 248% 2019 2020 2021 2022 2023 2024H1 - 1061% 6699% 145% 92% 135% GrowthRate 20,000 18,000 电视市场均价MiniLED电视市场均价 2.1x 1.5x 11,071 17,206 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 2.2x 5,328 1.5x 3,477 2023H1 2024H1 2023H1 2024H1 2023H1 2024H1 2023H1 2024H1 55" 65" 75" 85" 2,4082,321 2.3x 8,603 1.5x 5,474 3,6753,563 2.4x 12,288 1.6x 7,777 5,1464,852 8,357 7,634 Total 0<5000 5000<8000 8000<10000 10000<15000 15000<20000>=20000 23H124H123H124H123H124H123H124H123H124H123H124H123H124H1 5.6 3.7 2.9 4.5 5.3 13.5 15.5 8.3 7.7 22.3 20.2 29.0 26.8 +19.4 46.2 54.4 50.9 92.8 99.6 96.3 95.7 85.0 83.9 89.0 76.0 75.4 68.3 67.9 46.1 27.9 31.9 17.2 17.8 OLED MiniLEDOthers 1.61.5 0.3 1.50.72.71.7 2.7 100.0100.0 市场比重 56.554.021.621.78.27.67.28.43.24.33.34.1 >2000峰值亮度 PTV|China|MiniLED电视市场分“背光分区”&“峰值亮度”比重及同比|SalesValueCNY%|2023H1vs2024H1 MiniLED电视市场分“背光分区”销售额比重及同比 销售额比重2024H1销售额同比 100% 12.7%14.9% 182% 80%19.9%24.4%单位：分区数量60%>2000196% >1000<=2000 40%35.1%39.2%>500<=1000 170% 20%32.3%<=500 21.5% 0%61% 2023H12024H1 MiniLED电视市场分“峰值亮度”销售额比重及同比 销售额比重2024H1销售额同比 100%17.64%8.1% 单位：尼特1062% 80%31.6%18.4%>3000480%60%21.9%>2000<=300062% >1500<=2000 40%35.4%>1000<=1500161% 39.5% 20%>500<=100012% 19.7% 9.4%<=50044% 0%4.3%2.6% 2023H12024H10%200%400%600%800%1000%1200% PTV|China|MiniLED电视市场在销新品产品结构变化|在销新品数量%|23W1-W28vs24W1-W28 MiniLED电视市场分“背光分区”在销新品数量比重变化 MiniLED电视市场分“峰值亮度”在销新品数量比重变化 单位：尼特 <=500>500<=1000>1000<=2000>2000 单位：分区数量 <=500>500<=1000>1000<=1500>1500<=2000>2000<=3000>3000 24W1-W28 23W1-W28 +7.7% 25.6% 30.6% 20.7% 23.1% 23.1% 28.8% 32.7% 15.4% 0%10%20%30%40%50%60%70%80%90%100% 24W1-W28 23W1-W28 +13.6% 3.9% 3. 1% 33.1% 21.3% 21.3% 17.3% 5.6% 24.1% 27.8% 24.1% 14.8%3. 7% 0%10%20%30%40%50%60%70%80%90%100% 市场份额有所下滑 PTV|China|MiniLED电视市场品牌份额变化|SalesValueCNY%|2023H1vs2024H1 2023H12024H1 TOP1-2 TOP3-4 TOP5-10 Others 57.4% 23.2% 18.6% 0.8% 47.3% 24.2% 23.1% 5.4% 在销品牌数1722 在销型号数149334 PTV|China|MiniLED电视分降价折扣率市场表现|SalesValueCNY%|23W21~W25vs24W21~W25 销量：千台 250,000 200,000 150,000 Total 49% 67% 14% 3%12% 3% 4% 15% 29% 4% GR(Qty) +287% 降价折扣率>=20% 降价折扣率15%-20% 降价折扣率10%-15% 100,000降价折扣率5%-10% +497% 降价折扣率<5% 50,000 0 23W21~W25 24W21~W25 降价折扣：单店每个型号当 月价格对比前6周的最高价格 次年起，中国品牌在海外市场的份额也呈现快速提升态势 中国 ForeignBrands ChineseBrands MiniLED% 11.2% 6.7% 1.1% 3.3% 46.0 +9.4 55.4 +17.5 72.9 +11.2 84.1 54.0 44.6 27.1 15.9 2021 2022 2023 2024M1-M5 海外（不含北美及中国） ForeignBrands ChineseBrands MiniLED% 6.9% 7.5% 7.6% 4.0% +8.3 1.0 2.2 10.5 +13.323.8 99.0 97.8 89.5 76.2 2021 2022 2023 2024M1-M5 PTV|Global|MiniLED市场比重&品牌格局|SalesValueUSD%,PriceUSD|2021~2024M1-M5 PTV|China|MiniLED电视市场规模预测|SalesThs.Units,Mio.SalesValueCNY|2023vs2024F MiniLED电视销售量（千台）MiniLED电视销售额（百万元） +273% 1,781 477 +149% 13,859 5,561 20232024F20232024F Thankyou 欢迎发邮件至marketing-china@smb.nielseniq.com联系我们 关注GfK官方微信获取最新行业洞察 “GfK市场洞见”小程序海量数据，等您来拿！ ©2024NielsenConsumerLLC.AllRightsReserved.Confidentialandproprietary