Tatung, Chimei Fight for Top Spot in Taiwan's LCD TV Market
2011/04/07 | By Steve ChuangTaipei, April 7, 2011 (CENS)--With scale of the Taiwanese market for LCD (liquid crystal display) TVs to keep growing this year, both Tatung and Chimei, two of local larger-sized brands, have aimed for double-digit growths in sales to fight for the top spot in the market this year.
Market observers have estimated sales of LCD TVs in the market at a new high of 1.2 million units for this year, with high-priced LED-backlit models to command a larger share of the total than last year. At present, the penetration rate of LCD models has exceeded 70% in Taiwan and will keep trending upward this year, triggering more intense competition among local players.
To achieve full-year sales of 180,000 LCD TVs this year, Tatung has launched larger-sized LED-backlit models, including ones with a screen size of 46 or 55 inches, to further complete its product lineup, while enhancing promotion in cooperation with Cloud Gate Dance Theatre, a globally well-known dance group based in Taiwan.
The efforts have paid off so far, as Tatung, which sold only around 100,000 LCD TVs last year, has scored a 40%-plus annual growth in sales for the first three months of the year, marking a significant comeback in the competition. The firm is aiming to regain No.1 position in the market.
Tatung expects to attain sales revenue of NT$42.883 billion this year, up 11.07% from last year, with net profits of NT$804 million, or NT$0.13 per share.
In the meantime, Chimei, which captured the top spot with total sales of 175,000 units in the market last year, has raised its sales goal to 200,000 units for this year to hold on to the lead, which represents a 15% increase year-on-year. All of the brand's LCD TVs will be manufactured by Chimei Innolux.
Other Taiwanese brands are also poised to expand their market shares this year. Sampo is going to launch models with Internet TV set-top boxes to attract consumers, and aims for full-year sales of 150,000 units, sharply up nearly 50% from last year, while Heran will bet on LED-backlit models with screen sizes ranging from 19 inches to 55 inches to achieve a sales goal of more than 150,000 units.