In 2017, the volatile prices of LCD panels created a challenging environment for the entire domestic TV market, often referred to as a "winter" for the industry. As panel costs rose, TV manufacturers were forced to increase product prices in an effort to maintain their revenue margins. However, this led to a decline in consumer demand, as higher prices made TVs less attractive to buyers. In the first half of the year, nearly all major TV brands reported a drop in shipments, reflecting the overall slowdown in the market.
By the end of the third quarter, after a prolonged period of price hikes, LCD panel prices began to ease, especially for larger sizes. The decline was particularly sharp in the high-end segments, with prices across all screen sizes showing a downward trend. Experts predict that the 55-inch, 65-inch, and mid-sized 40-43-inch models will see even steeper drops in the coming months.
This steady decrease in panel prices has helped stabilize TV prices recently, and a small price cut is expected soon. With the traditional "Golden Season" of November approaching, which is typically a peak time for TV sales, manufacturers are well-positioned to take advantage of the falling panel costs. This favorable pricing environment could lead to a significant boost in sales during the upcoming holiday period, potentially reversing the earlier slump and driving stronger performance in the market.
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