Top-5 LCD TV vendors make sharp cuts in 2011 shipment goals

Global LCD TV shipments may only reach 206-207 million units in 2011, with the top-five vendors having lowered their shipment targets by a total of 50 million units from the sum of their previous goals, according to industry sources.

At the end of last year, the top-five LCD TV vendors, Samsung, LG, Sony, Sharp and Toshiba, were optimistic about their 2011 shipments, the sources said. Samsung's original target was 50 million units for 2011, while LG and Sony set their shipment goals at 40 million units each. Sharp aimed at 18 million units, and Toshiba 20 million.

But Japan's March 11 disasters, the debt problems in Europe and the US, and inflation in many parts of the world have sent the vendors lowering their shipment goals.

Japan-based vendors have made big cuts to the goals, the sources said. Sony has almost halved its 2011 shipment goal from 40 million units to 23 million.

Korea-based Samsung has reduced its 2011 shipment goal to around 36-37 million units, sliding over 25% compared with its original target. LG revised its shipment goal to less than 27 million units in 2011, an over 30% decrease from the initial goal.

Philips, Vizio, and Panasonic have also lowered their 2011 shipment goals, the sources noted.

In addition to the global economic woes, the saturated LCD TV markets in North American, Western Europe and Japan also contributed to the vendors' decision to lower their sales goals, sources said.

The LCD TV market has been weaker than expected in 2011. 
Photo: Shihmin Fu, Digitimes, August 2011